Furniture Audience in Germany
Furniture has an estimated audience of 19,509,730 people in Germany. 60.6% are female, 39.4% are male, average age 41.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: IKEA, Living room, Decoration, Bonprix, Home Interior Design.
The average Furniture fan in Germany is 41.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include IKEA, Living room, Decoration, with strongest over-indexing on IKEA (1.6× the country average). Demographically, the Furniture audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Indulgence, DIY Mentality. 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 Furniture fans
| Metric | Value |
|---|---|
| Female | 60.6% |
| Male | 39.4% |
| Average age | 41.6 |
| Estimated audience size | 19,509,730 |
Audience persona
The typical Furniture fan in Germany is more female, around 41.6 years old, with strong Indulgence tendencies and a notable affinity for IKEA.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 4,169,175 | 0.98× |
| Bayern | 3,349,359 | 1.07× |
| Baden-Württemberg | 2,770,408 | 1.04× |
| Hessen | 2,176,361 | 1.46× |
| Berlin | 1,720,594 | 1.97× |
| Niedersachsen | 1,572,025 | 0.83× |
| Rheinland-Pfalz | 1,158,798 | 1.19× |
| Sachsen | 795,242 | 0.83× |
| Schleswig-Holstein | 567,435 | 0.81× |
| Hamburg | 530,687 | 1.2× |
| Brandenburg | 510,636 | 0.84× |
| Thüringen | 360,983 | 0.73× |
| Sachsen-Anhalt | 356,412 | 0.71× |
| Mecklenburg-Vorpommern | 245,311 | 0.66× |
| Saarland | 218,281 | 0.91× |
| Bremen | 163,759 | 0.98× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| IKEA | 1.6× | Home & Garden |
| Living room | 1.7× | Home & Garden |
| Decoration | 2.13× | Home & Garden |
| Bonprix | 1.73× | Shopping |
| Home Interior Design | 1.91× | Home & Garden |
| Ernsting's family | 1.9× | Shopping |
| Toddler | 1.54× | Kids & Family |
| Handmade | 1.97× | Home & Garden |
| C&A | 1.52× | Shopping |
| Home Design | 1.55× | Home & Garden |
| Bedroom | 1.63× | Home & Garden |
| Baby food | 1.67× | Kids & Family |
| Danish design | 1.78× | Home & Garden |
| Home Interiors | 1.8× | Home & Garden |
| Children's clothing | 1.52× | Fashion & Accessoires |
| Knitting | 1.53× | Home & Garden |
| Home Decoration & Design | 1.87× | Home & Garden |
| Landscape design | 1.71× | Business & Career |
| Home décor products | 1.79× | Home & Garden |
| XXXLutz | 2.19× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.36 |
| DIY Mentality | THRILL | 1.31 |
| Design Affinity | PREMIUM | 1.24 |
| Luxury Orientation | PREMIUM | 1.13 |
| Creativity | OPEN | 1.07 |
| Sports Activity | POWER | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.7% |
| United Kingdom | 5.0% |
| Italy | 4.7% |
See Furniture 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 Furniture have in Germany?
Furniture has an estimated audience of 19,509,730 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Furniture fans?
60.6% of Furniture fans are female, 39.4% are male, with an average age of 41.6 years.
Which brands do Furniture fans like most?
Furniture fans show strongest brand affinity for IKEA (1.6×), Living room (1.7×), and Decoration (2.13×) over the country average.
Where do Furniture fans live in Germany?
Furniture fans in Germany are most concentrated in Nordrhein-Westfalen (reach 4,169,175), Bayern (reach 3,349,359), and Baden-Württemberg (reach 2,770,408). These three regions account for the largest share of the active audience.
What other brands do Furniture fans also like?
Beyond Furniture itself, the audience over-indexes on Living room (1.7×), Decoration (2.13×), Bonprix (1.73×), and Home Interior Design (1.91×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Furniture. 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.