Do it yourself (DIY) Audience in Germany
Do it yourself (DIY) has an estimated audience of 17,852,822 people in Germany. 57.4% are female, 42.6% are male, average age 42.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Knitting, Handmade, Sewing machine, Decoration, Sewing.
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 DIY Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Do it yourself (DIY) fans
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 42.0 |
| Estimated audience size | 17,852,822 |
Audience persona
The typical Do it yourself (DIY) fan in Germany is more female, around 42.0 years old, with strong DIY Mentality tendencies and a notable affinity for Knitting.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,131,942 | 0.8× |
| Bayern | 2,682,932 | 0.93× |
| Baden-Württemberg | 2,495,980 | 1.02× |
| Niedersachsen | 2,206,837 | 1.27× |
| Berlin | 1,845,702 | 2.31× |
| Hessen | 1,654,133 | 1.22× |
| Rheinland-Pfalz | 1,505,351 | 1.68× |
| Brandenburg | 1,166,673 | 2.11× |
| Sachsen | 785,920 | 0.9× |
| Thüringen | 648,047 | 1.42× |
| Schleswig-Holstein | 515,711 | 0.8× |
| Hamburg | 339,358 | 0.84× |
| Sachsen-Anhalt | 314,690 | 0.68× |
| Mecklenburg-Vorpommern | None× | |
| Bremen | None× | |
| Saarland | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Knitting | 3.51× | Home & Garden |
| Handmade | 3.87× | Home & Garden |
| Sewing machine | 4.27× | Home & Garden |
| Decoration | 3.59× | Home & Garden |
| Sewing | 3.28× | Home & Garden |
| Harry Potter | 1.59× | Movies & TV |
| Crochet | 3.62× | Home & Garden |
| Toddler | 2.75× | Kids & Family |
| Home Interior Design | 3.08× | Home & Garden |
| Ornamental plant | 3.04× | Home & Garden |
| Home Interiors | 3.36× | Home & Garden |
| Landscape design | 3.25× | Business & Career |
| Home repair | 2.48× | Home & Garden |
| DIY & Craft Ideas | 4.19× | Home & Garden |
| Home construction | 2.38× | Home & Garden |
| Weaving | 4.23× | Fashion & Accessoires |
| Pattern (sewing) | 3.56× | Home & Garden |
| Healthy habits | 2.32× | Health |
| Home improvement | 1.67× | Home & Garden |
| Handicraft | 1.84× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.37 |
| Design Affinity | PREMIUM | 1.19 |
| LGBTQ+ Identity | OPEN | 1.15 |
| Indulgence | JOY | 1.12 |
| Luxury Orientation | PREMIUM | 1.11 |
| Convenience Orientation | PREMIUM | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
See Do it yourself (DIY) audiences in other countries
More Lifestyle cluster audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
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.
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.
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.
Where do Do it yourself (DIY) fans live in Germany?
Do it yourself (DIY) fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,131,942), Bayern (reach 2,682,932), and Baden-Württemberg (reach 2,495,980). These three regions account for the largest share of the active audience.
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.
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.