H&M Home Audience in Germany
H&M Home has an estimated audience of 1,508,578 people in Germany. 69.7% are female, 30.3% are male, average age 37.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Google Docs, Tagesschau, IKEA, Adriana Lima, H&M.
The average H&M Home fan in Germany is 37.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Google Docs, Tagesschau, IKEA, with strongest over-indexing on Google Docs (6.37× the country average). Demographically, the H&M Home audience skews more female with an average age of 37.8, and over-indexes on personality traits such as Design Affinity, DIY Mentality. 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: Restaurants
Demographics of H&M Home fans
| Metric | Value |
|---|---|
| Female | 69.7% |
| Male | 30.3% |
| Average age | 37.8 |
| Estimated audience size | 1,508,578 |
Audience persona
The typical H&M Home fan in Germany is more female, around 37.8 years old, with strong Design Affinity tendencies and a notable affinity for Google Docs.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 361,692 | 1.1× |
| Bayern | 347,011 | 1.43× |
| Baden-Württemberg | 204,198 | 0.99× |
| Berlin | 160,564 | 2.38× |
| Niedersachsen | 115,379 | 0.79× |
| Hessen | 104,425 | 0.91× |
| Hamburg | 85,915 | 2.52× |
| Rheinland-Pfalz | 56,432 | 0.75× |
| Schleswig-Holstein | 51,688 | 0.95× |
| Sachsen | 41,033 | 0.55× |
| Brandenburg | 31,283 | 0.67× |
| Thüringen | 18,037 | 0.47× |
| Sachsen-Anhalt | 16,671 | 0.43× |
| Mecklenburg-Vorpommern | 15,035 | 0.52× |
| Saarland | 11,830 | 0.64× |
| Bremen | 11,668 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Google Docs | 6.37× | Internet & Social Media |
| Tagesschau | 2.08× | Movies & TV |
| IKEA | 2.15× | Home & Garden |
| Adriana Lima | 8.81× | Fashion & Accessoires |
| H&M | 2.15× | Shopping |
| Nathan Fillion | 7.28× | Movies & TV |
| Bryan Adams | 7.27× | Music & Radio |
| Spiegel Online | 1.8× | News |
| Do it yourself (DIY) | 1.87× | Home & Garden |
| Real property | 3.68× | Home & Garden |
| Austrian Airlines | 7.29× | Travel & Leisure |
| Airbnb | 1.8× | Travel & Leisure |
| Drop shipping | 2.27× | Shopping |
| Rossmann | 1.7× | Shopping |
| Renovation | 2.04× | Home & Garden |
| Home improvement | 1.52× | Home & Garden |
| Flowering plant | 2.96× | Home & Garden |
| C&A | 1.93× | Shopping |
| Breuninger | 1.93× | Fashion & Accessoires |
| Lingerie | 2.1× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.62 |
| DIY Mentality | THRILL | 1.58 |
| Sustainability | BALANCE | 1.5 |
| Creativity | OPEN | 1.39 |
| Luxury Orientation | PREMIUM | 1.33 |
| Indulgence | JOY | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 16.5% |
| United Kingdom | 13.8% |
| France | 11.3% |
See H&M Home audiences in other countries
More Restaurants audiences in Germany
- Hans im Glück (1,424,811)
- McCafé (1,415,927)
- Vapiano (835,588)
- Redo XXL (822,902)
- Yoko Sushi (681,709)
Frequently asked questions
How many fans does H&M Home have in Germany?
H&M Home has an estimated audience of 1,508,578 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of H&M Home fans?
69.7% of H&M Home fans are female, 30.3% are male, with an average age of 37.8 years.
Which brands do H&M Home fans like most?
H&M Home fans show strongest brand affinity for Google Docs (6.37×), Tagesschau (2.08×), and IKEA (2.15×) over the country average.
Where do H&M Home fans live in Germany?
H&M Home fans in Germany are most concentrated in Nordrhein-Westfalen (reach 361,692), Bayern (reach 347,011), and Baden-Württemberg (reach 204,198). These three regions account for the largest share of the active audience.
What other brands do H&M Home fans also like?
Beyond H&M Home itself, the audience over-indexes on Tagesschau (2.08×), IKEA (2.15×), Adriana Lima (8.81×), and H&M (2.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for H&M Home. 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.