Rascasse Audience Intelligence

Do it yourself (DIY) Audience in Germany

A data profile of the people who buy, follow and care about Do it yourself (DIY) in Germany — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 17,852,822 people in Germany.

#44among Lifestyle cluster in Germany#59among Topic in Germany#6in Home & Garden

The average Do it yourself (DIY) fan in Germany is 42.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Knitting, Handmade, Sewing machine, with strongest over-indexing on Knitting (3.51× the country average).

Demographically, the Do it yourself (DIY) audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Creativity, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Do it yourself (DIY) fan in Germany is more female, around 42.0 years old, with strong Creativity tendencies and a notable affinity for Knitting.

Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Do it yourself (DIY) profile in Germany.

Audience size
17.9M
in Germany
Gender
57.4%♀
42.6% male
Age
42.0
average years
Country rank
#99
Topic in Germany
Fig. 01

Search interest · 12-month trend

+67%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Do it yourself (DIY) fans

57.4% are female, 42.6% are male, average age 42.0.

Fig. 02

Gender split

57.4%
Female
42.6%
Male
Demographic split for Do it yourself (DIY) audience in Germany
MetricValue
Female57.4%
Male42.6%
Average age42.0
Estimated audience size17,852,822
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the Do it yourself (DIY) audience in Germany
Age bracketShare%
16-1912%
20-2918%
30-3922%
40-4925%
50+23%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Do it yourself (DIY) audience comes from Germany.

Worldwide audience distribution share by country for Do it yourself (DIY)
CountryShare
United States20.8%
United Kingdom4.9%
France4.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Do it yourself (DIY) audience in Germany is strongest.

Fig. 05

Top regions by affinity

Do it yourself (DIY) fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~900K1.11×
02Brandenburg~600K1.04×
03Rheinland-Pfalz~900K1.03×
04Niedersachsen~2M1.02×
05Hessen~1.5M1.02×
06Thüringen~500K1.01×
07Baden-Württemberg~2.5M1.00×
08Sachsen~900K1.00×
09Schleswig-Holstein~600K1.00×
10Sachsen-Anhalt~500K1.00×
11Hamburg~400K1.00×
12Bayern~3M0.99×
13Nordrhein-Westfalen~4M0.98×
14Mecklenburg-Vorpommern0.00×
15Saarland0.00×
16Bremen0.00×
Fig. 06

Affinity by region

Affinity by region — Do it yourself (DIY), Germany
0.98×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Do it yourself (DIY) audience
#·InterestCategoryAffinity×
01Sewing machineHome & Garden4.27×
02WeavingFashion & Accessoires4.23×
03DIY & Craft IdeasHome & Garden4.19×
04HandmadeHome & Garden3.87×
05CrochetHome & Garden3.62×
06DecorationHome & Garden3.59×
07Pattern (sewing)Home & Garden3.56×
08KnittingHome & Garden3.51×
09Home InteriorsHome & Garden3.36×
10SewingHome & Garden3.28×
11Landscape designBusiness & Career3.25×
12Home Interior DesignHome & Garden3.08×
13Ornamental plantHome & Garden3.04×
14ToddlerKids & Family2.75×
15Home repairHome & Garden2.48×
16Home constructionHome & Garden2.38×
17Healthy habitsHealth2.32×
18HandicraftHome & Garden1.84×
19Home improvementHome & Garden1.67×
20Harry PotterMovies & TV1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Do it yourself (DIY) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Do it yourself (DIY) audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.90×
Design AffinityPREMIUM1.90×
Price SensitivityPREMIUM1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Do it yourself (DIY) audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.56×
PatriotismCONSERVATISM0.64×
SpiritualityBALANCE0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Do it yourself (DIY) have in Germany?

Do it yourself (DIY) has an estimated audience of 17,852,822 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Do it yourself (DIY) fans?

57.4% of Do it yourself (DIY) fans are female, 42.6% are male, with an average age of 42.0 years.

03

Which brands do Do it yourself (DIY) fans like most?

Do it yourself (DIY) fans show strongest brand affinity for Knitting (3.51×), Handmade (3.87×), and Sewing machine (4.27×) over the country average.

04

Where do Do it yourself (DIY) fans live in Germany?

Do it yourself (DIY) fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~4M), Bayern (reach ~3M), and Baden-Württemberg (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Do it yourself (DIY) fans also like?

Beyond Do it yourself (DIY) itself, the audience over-indexes on Handmade (3.87×), Sewing machine (4.27×), Decoration (3.59×), and Sewing (3.28×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Lifestyle cluster audiences in Germany

See Do it yourself (DIY) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Do it yourself (DIY). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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