Rascasse Audience Intelligence

General contractor Audience in Germany

A data profile of the people who buy, follow and care about General contractor in Germany — modelled from more than twelve digital signal sources. General contractor has an estimated audience of 523,229 people in Germany.

#4564among Topic in Germany#860in Business & Career

The average General contractor fan in Germany is 35.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Renovation, Ryobi, Hornbach, with strongest over-indexing on Renovation (3.03× the country average).

Demographically, the General contractor audience skews more male with an average age of 35.6, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.

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

The typical General contractor fan in Germany is more male, around 35.6 years old, with strong Quality Awareness tendencies and a notable affinity for Renovation.

Category: Business & Career · 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 General contractor profile in Germany.

Audience size
523K
in Germany
Gender
26.3%♀
73.7% male
Age
35.6
average years
Country rank
#11324
Topic in Germany
Fig. 01

Search interest · 12-month trend

-20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of General contractor fans

26.3% are female, 73.7% are male, average age 35.6.

Fig. 02

Gender split

26.3%
Female
73.7%
Male
Demographic split for General contractor audience in Germany
MetricValue
Female26.3%
Male73.7%
Average age35.6
Estimated audience size523,229
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the General contractor audience in Germany
Age bracketShare%
16-1926%
20-2923%
30-3922%
40-4919%
50+11%
Fig. 04

Worldwide distribution

1.3%

of the worldwide General contractor audience comes from Germany.

Worldwide audience distribution share by country for General contractor
CountryShare
United States38.5%
Canada5.0%
United Kingdom4.7%
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 General contractor audience in Germany is strongest.

Fig. 05

Top regions by affinity

General contractor fans by region: top regions in Germany
#RegionReachAffinity×
01Thüringen~20K1.63×
02Hessen~60K1.56×
03Berlin~30K1.08×
04Bremen~5K1.08×
05Saarland~6K1.00×
06Sachsen-Anhalt~10K0.96×
07Mecklenburg-Vorpommern~10K0.96×
08Brandenburg~20K0.94×
09Schleswig-Holstein~20K0.93×
10Hamburg~10K0.93×
11Nordrhein-Westfalen~100K0.92×
12Rheinland-Pfalz~20K0.92×
13Niedersachsen~50K0.91×
14Sachsen~20K0.90×
15Baden-Württemberg~60K0.88×
16Bayern~70K0.87×
Fig. 06

Affinity by region

Affinity by region — General contractor, Germany
0.87×1.00×1.63×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for General contractor audience
#·InterestCategoryAffinity×
01RyobiCars & Mobility15.66×
02HandymanHome & Garden7.33×
03John DeereCars & Mobility6.17×
04HusqvarnaHome & Garden6.06×
05WürthHome & Garden5.08×
06MakitaHome & Garden4.82×
07RenovationHome & Garden3.03×
08Modern architectureArts & Culture2.96×
09HVACHome & Garden2.89×
10Efficient energy useTechnology & Electronics2.41×
11HornbachShopping2.35×
12Solar energyHome & Garden2.28×
13HugendubelShopping2.19×
14InnovationBusiness & Career2.19×
15TransfermarktSports2.00×
16Netto Marken-DiscountShopping1.75×
17Do it yourself (DIY)Home & Garden1.71×
18TagesschauMovies & TV1.70×
19Real estateBusiness & Career1.65×
20Home improvementHome & Garden1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the General contractor 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 General contractor audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.78×
DIY MentalityTHRILL2.07×
Risk AppetiteTHRILL1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by General contractor audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.80×
MindfulnessBALANCE0.83×
CreativityOPEN0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does General contractor have in Germany?

General contractor has an estimated audience of 523,229 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of General contractor fans?

26.3% of General contractor fans are female, 73.7% are male, with an average age of 35.6 years.

03

Which brands do General contractor fans like most?

General contractor fans show strongest brand affinity for Renovation (3.03×), Ryobi (15.66×), and Hornbach (2.35×) over the country average.

04

Where do General contractor fans live in Germany?

General contractor fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~70K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do General contractor fans also like?

Beyond General contractor itself, the audience over-indexes on Ryobi (15.66×), Hornbach (2.35×), Würth (5.08×), and Tagesschau (1.7×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See General contractor audiences in other countries

How to read this data

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