Hardeck Target Market in Germany
A data profile of the people who buy, follow and care about Hardeck in Germany — modelled from more than twelve digital signal sources. Hardeck has an estimated audience of 567,737 people in Germany.
The average Hardeck fan in Germany is 39.0 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern.
Top brand affinities include Möbel Höffner, IKEA, JYSK, with strongest over-indexing on Möbel Höffner (8.61× the country average).
Demographically, the Hardeck audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Design Affinity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Hardeck fan in Germany is more female, around 39.0 years old, with strong Design Affinity tendencies and a notable affinity for Möbel Höffner.
At a glance
The key figures that characterise the Hardeck profile in Germany.
Search interest · 12-month trend
Customer demographics of Hardeck
70.5% are female, 29.5% are male, average age 39.0.
Gender split
| Metric | Value |
|---|---|
| Female | 70.5% |
| Male | 29.5% |
| Average age | 39.0 |
| Estimated audience size | 567,737 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 22% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 17% |
Worldwide distribution
of the worldwide Hardeck audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 96.8% |
| Austria | 0.5% |
| China | 0.4% |
Geography
Where the Hardeck audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nordrhein-Westfalen | ~400K | 8.75× | |
| 02 | Niedersachsen | ~100K | 2.47× | |
| 03 | Hamburg | ~10K | 0.73× | |
| 04 | Bremen | ~3K | 0.69× | |
| 05 | Saarland | ~4K | 0.61× | |
| 06 | Hessen | ~20K | 0.54× | |
| 07 | Mecklenburg-Vorpommern | ~6K | 0.53× | |
| 08 | Sachsen-Anhalt | ~8K | 0.51× | |
| 09 | Thüringen | ~7K | 0.50× | |
| 10 | Schleswig-Holstein | ~10K | 0.47× | |
| 11 | Rheinland-Pfalz | ~10K | 0.46× | |
| 12 | Brandenburg | ~8K | 0.45× | |
| 13 | Sachsen | ~10K | 0.38× | |
| 14 | Berlin | ~10K | 0.38× | |
| 15 | Bayern | ~30K | 0.34× | |
| 16 | Baden-Württemberg | ~30K | 0.33× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Hardeck audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Möbel Höffner | Home & Garden | 8.61× | ||
| 02 | LED lamp | Home & Garden | 4.72× | ||
| 03 | JYSK | Home & Garden | 3.12× | ||
| 04 | IKEA | Home & Garden | 3.09× | ||
| 05 | Pillow | Home & Garden | 3.05× | ||
| 06 | Bedroom furniture | Home & Garden | 2.94× | ||
| 07 | Real property | Home & Garden | 2.76× | ||
| 08 | Höffner | Home & Garden | 2.52× | ||
| 09 | Ornamental plant | Home & Garden | 2.30× | ||
| 10 | C&A | Shopping | 2.23× | ||
| 11 | Ernsting's family | Shopping | 2.22× | ||
| 12 | RTL Television | Movies & TV | 2.20× | ||
| 13 | Kitchen | Home & Garden | 1.97× | ||
| 14 | Deichmann | Shopping | 1.94× | ||
| 15 | Furniture | Home & Garden | 1.72× | ||
| 16 | TK Maxx | Shopping | 1.67× | ||
| 17 | Rossmann | Shopping | 1.63× | ||
| 18 | Home improvement | Home & Garden | 1.54× | ||
| 19 | Airbnb | Travel & Leisure | 1.53× | ||
| 20 | REWE | Shopping | 1.51× |
Personality of the Hardeck audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.79× | |
| Quality Awareness | PREMIUM | 1.59× | |
| DIY Mentality | THRILL | 1.52× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.82× | |
| Social Media Usage | JOY | 0.92× | |
| Patriotism | CONSERVATISM | 0.94× |
Frequently asked questions
Who is Hardeck's target market in Germany?
Hardeck's target market in Germany covers an estimated 567,737 people, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Hardeck customers?
70.5% of the Hardeck audience are female, 29.5% are male, with an average age of 39.0 years.
Which brands do Hardeck fans like most?
Hardeck fans show strongest brand affinity for Möbel Höffner (8.61×), IKEA (3.09×), and JYSK (3.12×) over the country average.
Where do Hardeck fans live in Germany?
Hardeck fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Niedersachsen (reach ~100K), and Bayern (reach ~30K). These three regions account for the largest share of the active audience.
What other brands do Hardeck fans also like?
Beyond Hardeck itself, the audience over-indexes on IKEA (3.09×), JYSK (3.12×), Furniture (1.72×), and Deichmann (1.94×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Hardeck audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hardeck. 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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