Rascasse Audience Intelligence

Hardware store Audience in Germany

A data profile of the people who buy, follow and care about Hardware store in Germany — modelled from more than twelve digital signal sources. Hardware store has an estimated audience of 7,935,921 people in Germany.

#14among Touchpoint in Germany#35in Home & Garden

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, Convenience Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

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.

Category: Home & Garden · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Hardware store profile in Germany.

Audience size
7.9M
in Germany
Gender
37.2%♀
62.8% male
Age
40.6
average years
Country rank
#532
Touchpoint in Germany
Fig. 01

Search interest · 12-month trend

-40%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hardware store fans

37.2% are female, 62.8% are male, average age 40.6.

Fig. 02

Gender split

37.2%
Female
62.8%
Male
Demographic split for Hardware store audience in Germany
MetricValue
Female37.2%
Male62.8%
Average age40.6
Estimated audience size7,935,921
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Hardware store audience in Germany
Age bracketShare%
16-1916%
20-2917%
30-3922%
40-4924%
50+21%
Fig. 04

Worldwide distribution

6.6%

of the worldwide Hardware store audience comes from Germany.

Worldwide audience distribution share by country for Hardware store
CountryShare
United States26.3%
Germany6.6%
France6.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Hardware store audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hardware store fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~200K1.28×
02Saarland~100K1.20×
03Berlin~400K1.16×
04Mecklenburg-Vorpommern~200K1.11×
05Niedersachsen~800K1.06×
06Brandenburg~300K1.06×
07Schleswig-Holstein~300K1.05×
08Bayern~1.5M1.00×
09Nordrhein-Westfalen~1.5M0.98×
10Rheinland-Pfalz~400K0.97×
11Hessen~600K0.92×
12Sachsen-Anhalt~200K0.92×
13Baden-Württemberg~900K0.86×
14Bremen~60K0.86×
15Sachsen~300K0.85×
16Thüringen~200K0.79×
Fig. 06

Affinity by region

Affinity by region — Hardware store, Germany
0.79×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Hardware store audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hardware store audience
#·InterestCategoryAffinity×
01toom BaumarktShopping13.27×
02TedoxShopping7.89×
03HagebaumarktShopping6.61×
04Thomas PhilippsShopping6.40×
05BauhausShopping5.60×
06Sonderpreis BaumarktShopping5.57×
07MakitaHome & Garden5.16×
08WrenchHome & Garden5.00×
09Obi (store)Shopping4.64×
10DrillHome & Garden4.52×
11Home-improvement centerHome & Garden3.96×
12Garden furnitureHome & Garden3.91×
13Globus BaumarktShopping3.10×
14Solar powerHome & Garden3.08×
15HornbachShopping3.06×
16QVCMovies & TV2.93×
17Roland KaiserMusic & Radio2.80×
18Dynamo DresdenSports2.61×
19GardenHome & Garden1.83×
20Do it yourself (DIY)Home & Garden1.78×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hardware store audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Hardware store audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.56×
Convenience OrientationPREMIUM1.29×
Family OrientationCONSERVATISM1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hardware store audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.52×
Early Adopter MentalityPOWER0.58×
IndividualismJOY0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Hardware store fans live in Germany?

Hardware store fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~900K). These three regions account for the largest share of the active audience.

05

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×), Tedox (7.89×), and Hagebaumarkt (6.61×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in Germany

See Hardware store audiences in other countries

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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →