Hardware store Audience in Germany
Hardware store has an estimated audience of 7,935,921 people in Germany. 37.2% are female, 62.8% are male, average age 40.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: toom Baumarkt, Bauhaus, Obi (store), Hagebaumarkt, Tedox.
The average Hardware store fan in Germany is 40.6 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include toom Baumarkt, Bauhaus, Obi (store), with strongest over-indexing on toom Baumarkt (13.27× the country average). Demographically, the Hardware store audience skews more male with an average age of 40.6, 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: Touchpoint
Demographics of Hardware store fans
| Metric | Value |
|---|---|
| Female | 37.2% |
| Male | 62.8% |
| Average age | 40.6 |
| Estimated audience size | 7,935,921 |
Audience persona
The typical Hardware store fan in Germany is more male, around 40.6 years old, with strong DIY Mentality tendencies and a notable affinity for toom Baumarkt.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,722,148 | 0.99× |
| Bayern | 1,346,737 | 1.06× |
| Baden-Württemberg | 945,343 | 0.87× |
| Niedersachsen | 825,464 | 1.07× |
| Hessen | 564,055 | 0.93× |
| Berlin | 456,176 | 1.29× |
| Rheinland-Pfalz | 380,401 | 0.96× |
| Sachsen | 330,611 | 0.85× |
| Schleswig-Holstein | 299,480 | 1.05× |
| Brandenburg | 256,987 | 1.04× |
| Hamburg | 239,275 | 1.33× |
| Sachsen-Anhalt | 180,742 | 0.88× |
| Mecklenburg-Vorpommern | 157,575 | 1.04× |
| Thüringen | 150,839 | 0.75× |
| Saarland | 107,178 | 1.1× |
| Bremen | 57,572 | 0.85× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| toom Baumarkt | 13.27× | Shopping |
| Bauhaus | 5.6× | Shopping |
| Obi (store) | 4.64× | Shopping |
| Hagebaumarkt | 6.61× | Shopping |
| Tedox | 7.89× | Shopping |
| Thomas Philipps | 6.4× | Shopping |
| Sonderpreis Baumarkt | 5.57× | Shopping |
| Globus Baumarkt | 3.1× | Shopping |
| Hornbach | 3.06× | Shopping |
| Drill | 4.52× | Home & Garden |
| Home-improvement center | 3.96× | Home & Garden |
| Wrench | 5× | Home & Garden |
| Garden furniture | 3.91× | Home & Garden |
| Garden | 1.83× | Home & Garden |
| QVC | 2.93× | Movies & TV |
| Solar power | 3.08× | Home & Garden |
| Roland Kaiser | 2.8× | Music & Radio |
| Do it yourself (DIY) | 1.78× | Home & Garden |
| Aral AG | 1.97× | Cars & Mobility |
| Dynamo Dresden | 2.61× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 4.82 |
| Family Orientation | CONSERVATISM | 1.19 |
| Convenience Orientation | PREMIUM | 1.16 |
| Design Affinity | PREMIUM | 1.08 |
| Sports Activity | POWER | 1.04 |
| Patriotism | CONSERVATISM | 1.01 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 26.3% |
| Germany | 6.6% |
| France | 6.3% |
See Hardware store audiences in other countries
More Home & Garden audiences in Germany
- Boutiques (11,567,591)
- Parties (11,488,089)
- Beauty salons (11,178,494)
- Shopping malls (11,108,935)
- Supermarket (10,969,874)
Frequently asked questions
How many fans does Hardware store have in Germany?
Hardware store has an estimated audience of 7,935,921 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hardware store fans?
37.2% of Hardware store fans are female, 62.8% are male, with an average age of 40.6 years.
Which brands do Hardware store fans like most?
Hardware store fans show strongest brand affinity for toom Baumarkt (13.27×), Bauhaus (5.6×), and Obi (store) (4.64×) over the country average.
Where do Hardware store fans live in Germany?
Hardware store fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,722,148), Bayern (reach 1,346,737), and Baden-Württemberg (reach 945,343). These three regions account for the largest share of the active audience.
What other brands do Hardware store fans also like?
Beyond Hardware store itself, the audience over-indexes on Bauhaus (5.6×), Obi (store) (4.64×), Hagebaumarkt (6.61×), and Tedox (7.89×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hardware store. 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.