Habitat Audience in Germany
Habitat has an estimated audience of 1,186,868 people in Germany. 65.9% are female, 34.1% are male, average age 39.1. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Bauhaus, La Redoute, Martin Parr, QVC, David Hockney.
The average Habitat fan in Germany is 39.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Bauhaus, La Redoute, Martin Parr, with strongest over-indexing on Bauhaus (3.43× the country average). Demographically, the Habitat audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Sustainability, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Furniture shop
Demographics of Habitat fans
| Metric | Value |
|---|---|
| Female | 65.9% |
| Male | 34.1% |
| Average age | 39.1 |
| Estimated audience size | 1,186,868 |
Audience persona
The typical Habitat fan in Germany is more female, around 39.1 years old, with strong Sustainability tendencies and a notable affinity for Bauhaus.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 282,394 | 1.09× |
| Baden-Württemberg | 173,511 | 1.07× |
| Bayern | 152,204 | 0.8× |
| Niedersachsen | 98,912 | 0.86× |
| Hessen | 97,596 | 1.08× |
| Hamburg | 70,669 | 2.63× |
| Berlin | 66,146 | 1.25× |
| Rheinland-Pfalz | 50,347 | 0.85× |
| Schleswig-Holstein | 47,905 | 1.12× |
| Sachsen | 43,652 | 0.75× |
| Brandenburg | 29,012 | 0.79× |
| Thüringen | 23,533 | 0.78× |
| Sachsen-Anhalt | 18,342 | 0.6× |
| Mecklenburg-Vorpommern | 17,560 | 0.77× |
| Saarland | 10,588 | 0.73× |
| Bremen | 8,626 | 0.85× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bauhaus | 3.43× | Shopping |
| La Redoute | 12.53× | Shopping |
| Martin Parr | 28.75× | Arts & Culture |
| QVC | 3.24× | Movies & TV |
| David Hockney | 21.91× | Arts & Culture |
| Tchibo | 2.81× | Shopping |
| Design | 1.52× | Home & Garden |
| Tagesschau | 1.71× | Movies & TV |
| Vitra | 6.2× | Home & Garden |
| Deco | 4.91× | Home & Garden |
| Nature | 1.79× | Home & Garden |
| Gala | 1.9× | News |
| Home décor products | 3.35× | Home & Garden |
| Terrace (building) | 3.19× | Home & Garden |
| JYSK | 2.58× | Home & Garden |
| Hotels | 1.71× | Travel & Leisure |
| Village | 4.64× | Travel & Leisure |
| Cooking | 1.53× | Food & Beverages |
| Hornbach | 1.88× | Shopping |
| Real estate | 1.71× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 3.09 |
| Design Affinity | PREMIUM | 2.77 |
| DIY Mentality | THRILL | 1.75 |
| Urban Lifestyle | OPEN | 1.51 |
| Quality Awareness | PREMIUM | 1.47 |
| Creativity | OPEN | 1.36 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.0% |
| France | 13.5% |
| United Kingdom | 13.3% |
See Habitat audiences in other countries
More Furniture shop audiences in Germany
- Segmüller (2,011,871)
- XxxLutz (1,789,192)
- porta Möbel (1,636,886)
- Hardeck (616,182)
- Jotex (183,264)
Frequently asked questions
How many fans does Habitat have in Germany?
Habitat has an estimated audience of 1,186,868 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Habitat fans?
65.9% of Habitat fans are female, 34.1% are male, with an average age of 39.1 years.
Which brands do Habitat fans like most?
Habitat fans show strongest brand affinity for Bauhaus (3.43×), La Redoute (12.53×), and Martin Parr (28.75×) over the country average.
Where do Habitat fans live in Germany?
Habitat fans in Germany are most concentrated in Nordrhein-Westfalen (reach 282,394), Baden-Württemberg (reach 173,511), and Bayern (reach 152,204). These three regions account for the largest share of the active audience.
What other brands do Habitat fans also like?
Beyond Habitat itself, the audience over-indexes on La Redoute (12.53×), Martin Parr (28.75×), QVC (3.24×), and David Hockney (21.91×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Habitat. 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.