Handyman Audience in Germany
Handyman has an estimated audience of 1,137,721 people in Germany. 36.7% are female, 63.3% are male, average age 38.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Hand tool, Home-improvement center, Ornamental plant, Bathroom, IKEA.
The average Handyman fan in Germany is 38.8 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Hand tool, Home-improvement center, Ornamental plant, with strongest over-indexing on Hand tool (5.76× the country average). Demographically, the Handyman audience skews more male with an average age of 38.8, and over-indexes on personality traits such as DIY Mentality, Family Orientation. 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: Video game
Demographics of Handyman fans
| Metric | Value |
|---|---|
| Female | 36.7% |
| Male | 63.3% |
| Average age | 38.8 |
| Estimated audience size | 1,137,721 |
Audience persona
The typical Handyman fan in Germany is more male, around 38.8 years old, with strong DIY Mentality tendencies and a notable affinity for Hand tool.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 284,125 | 1.14× |
| Bayern | 178,920 | 0.98× |
| Baden-Württemberg | 148,579 | 0.96× |
| Hessen | 117,859 | 1.36× |
| Niedersachsen | 110,159 | 1× |
| Berlin | 107,640 | 2.12× |
| Rheinland-Pfalz | 49,401 | 0.87× |
| Sachsen | 41,432 | 0.74× |
| Schleswig-Holstein | 39,082 | 0.96× |
| Hamburg | 35,557 | 1.38× |
| Brandenburg | 30,176 | 0.86× |
| Thüringen | 25,409 | 0.88× |
| Sachsen-Anhalt | 18,041 | 0.61× |
| Mecklenburg-Vorpommern | 12,585 | 0.58× |
| Bremen | 9,430 | 0.97× |
| Saarland | 8,521 | 0.61× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hand tool | 5.76× | Home & Garden |
| Home-improvement center | 5.34× | Home & Garden |
| Ornamental plant | 4.02× | Home & Garden |
| Bathroom | 3.48× | Home & Garden |
| IKEA | 1.92× | Home & Garden |
| Wrench | 4.58× | Home & Garden |
| Landscape design | 3.39× | Business & Career |
| Sink | 4.14× | Home & Garden |
| Obi (store) | 1.79× | Shopping |
| Fastener | 6.91× | Home & Garden |
| Lawn | 3.1× | Home & Garden |
| Bed | 2.33× | Home & Garden |
| Bauhaus | 1.86× | Shopping |
| Drill | 3.48× | Home & Garden |
| Carpentry | 3.06× | Home & Garden |
| Hornbach | 1.94× | Shopping |
| Bedroom | 2.6× | Home & Garden |
| Urban horticulture | 4.11× | Home & Garden |
| Hammer | 3.66× | Home & Garden |
| HGTV | 7.32× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 3.29 |
| Family Orientation | CONSERVATISM | 1.4 |
| Need for Security | CONSERVATISM | 1.35 |
| Quality Awareness | PREMIUM | 1.35 |
| Patriotism | CONSERVATISM | 1.33 |
| Convenience Orientation | PREMIUM | 1.23 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 33.5% |
| United Kingdom | 9.1% |
| Germany | 8.1% |
See Handyman audiences in other countries
More Video game audiences in Germany
- Breaking news (10,473,628)
- Motorcycle club (4,627,357)
- World of Warcraft (4,431,017)
- EA Sports FC (4,149,636)
- Beetlejuice (3,967,022)
Frequently asked questions
How many fans does Handyman have in Germany?
Handyman has an estimated audience of 1,137,721 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Handyman fans?
36.7% of Handyman fans are female, 63.3% are male, with an average age of 38.8 years.
Which brands do Handyman fans like most?
Handyman fans show strongest brand affinity for Hand tool (5.76×), Home-improvement center (5.34×), and Ornamental plant (4.02×) over the country average.
Where do Handyman fans live in Germany?
Handyman fans in Germany are most concentrated in Nordrhein-Westfalen (reach 284,125), Bayern (reach 178,920), and Baden-Württemberg (reach 148,579). These three regions account for the largest share of the active audience.
What other brands do Handyman fans also like?
Beyond Handyman itself, the audience over-indexes on Home-improvement center (5.34×), Ornamental plant (4.02×), Bathroom (3.48×), and IKEA (1.92×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Handyman. 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.