Rascasse Audience Intelligence

Dwelling Audience in Germany

A data profile of the people who buy, follow and care about Dwelling in Germany — modelled from more than twelve digital signal sources. Dwelling has an estimated audience of 1,428,034 people in Germany.

#2487among Topic in Germany#335in Home & Garden

The average Dwelling fan in Germany is 41.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Mortgage calculator, Starter home, First-time home buyer grant, with strongest over-indexing on Mortgage calculator (10.46× the country average).

Demographically, the Dwelling audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical Dwelling fan in Germany is more female, around 41.3 years old, with strong Quality Awareness tendencies and a notable affinity for Mortgage calculator.

Category: Home & Garden · Type: Topic

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 Dwelling profile in Germany.

Audience size
1.4M
in Germany
Gender
57.9%♀
42.1% male
Age
41.3
average years
Country rank
#4671
Topic in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Dwelling fans

57.9% are female, 42.1% are male, average age 41.3.

Fig. 02

Gender split

57.9%
Female
42.1%
Male
Demographic split for Dwelling audience in Germany
MetricValue
Female57.9%
Male42.1%
Average age41.3
Estimated audience size1,428,034
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Dwelling audience in Germany
Age bracketShare%
16-1911%
20-2919%
30-3925%
40-4926%
50+19%
Fig. 04

Worldwide distribution

2.3%

of the worldwide Dwelling audience comes from Germany.

Worldwide audience distribution share by country for Dwelling
CountryShare
Italy16.5%
United States16.1%
Brazil10.0%
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 Dwelling audience in Germany is strongest.

Fig. 05

Top regions by affinity

Dwelling fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~90K1.33×
02Hessen~100K1.32×
03Bayern~300K1.11×
04Baden-Württemberg~200K1.11×
05Hamburg~40K1.11×
06Bremen~10K1.04×
07Saarland~20K0.98×
08Rheinland-Pfalz~70K0.97×
09Nordrhein-Westfalen~300K0.96×
10Sachsen~70K0.96×
11Schleswig-Holstein~50K0.95×
12Brandenburg~40K0.95×
13Sachsen-Anhalt~40K0.95×
14Thüringen~30K0.95×
15Mecklenburg-Vorpommern~30K0.95×
16Niedersachsen~100K0.92×
Fig. 06

Affinity by region

Affinity by region — Dwelling, Germany
0.92×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Dwelling audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dwelling audience
#·InterestCategoryAffinity×
01Mortgage calculatorHome & Garden10.46×
02First-time home buyer grantHome & Garden8.65×
03Starter homeHome & Garden8.48×
04Single-family detached homeHome & Garden7.14×
05BathtubBeauty & Wellness6.58×
06Semi-detachedHome & Garden6.25×
07Owner-occupierHome & Garden5.58×
08Terraced houseHome & Garden5.50×
09Residential areaHome & Garden5.12×
10First-time buyerShopping5.11×
11TownhouseHome & Garden3.85×
12Real propertyHome & Garden3.27×
13Real estate brokerHome & Garden3.05×
14Danish designHome & Garden3.01×
15Ornamental plantHome & Garden2.61×
16RenovationHome & Garden2.41×
17TagesschauMovies & TV1.89×
18Müller (company)Food & Beverages1.73×
19Netto Marken-DiscountShopping1.72×
20IKEAHome & Garden1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dwelling 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 Dwelling audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.25×
Design AffinityPREMIUM2.00×
DIY MentalityTHRILL1.71×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dwelling audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.85×
Sports ActivityPOWER0.92×
Price SensitivityPREMIUM0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Dwelling have in Germany?

Dwelling has an estimated audience of 1,428,034 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Dwelling fans?

57.9% of Dwelling fans are female, 42.1% are male, with an average age of 41.3 years.

03

Which brands do Dwelling fans like most?

Dwelling fans show strongest brand affinity for Mortgage calculator (10.46×), Starter home (8.48×), and First-time home buyer grant (8.65×) over the country average.

04

Where do Dwelling fans live in Germany?

Dwelling fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Dwelling fans also like?

Beyond Dwelling itself, the audience over-indexes on Starter home (8.48×), First-time home buyer grant (8.65×), Single-family detached home (7.14×), and Terraced house (5.5×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Dwelling audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Dwelling. 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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