HAY Audience in Germany
HAY has an estimated audience of 293,796 people in Germany. 68.0% are female, 32.0% are male, average age 39.5. Top regions: Bayern, Nordrhein-Westfalen, Berlin. Top brand affinities: Gil Ofarim, Cachorro, Information sensitivity, Bank account, Emil Nolde.
The average HAY fan in Germany is 39.5 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Berlin. Top brand affinities include Gil Ofarim, Cachorro, Information sensitivity, with strongest over-indexing on Gil Ofarim (1.6× the country average). Demographically, the HAY audience skews more female with an average age of 39.5, 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: Home & Garden · Type: Brand
Demographics of HAY fans
| Metric | Value |
|---|---|
| Female | 68.0% |
| Male | 32.0% |
| Average age | 39.5 |
| Estimated audience size | 293,796 |
Audience persona
The typical HAY fan in Germany is more female, around 39.5 years old, with strong Design Affinity tendencies and a notable affinity for Gil Ofarim.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 64,202 | 1.36× |
| Nordrhein-Westfalen | 61,370 | 0.95× |
| Berlin | 39,562 | 3.01× |
| Baden-Württemberg | 36,422 | 0.91× |
| Hessen | 23,889 | 1.07× |
| Niedersachsen | 19,659 | 0.69× |
| Hamburg | 12,206 | 1.84× |
| Sachsen | 9,305 | 0.65× |
| Rheinland-Pfalz | 9,116 | 0.62× |
| Schleswig-Holstein | 6,957 | 0.66× |
| Brandenburg | 5,873 | 0.64× |
| Bremen | 4,644 | 1.85× |
| Thüringen | 3,515 | 0.47× |
| Sachsen-Anhalt | 3,016 | 0.4× |
| Mecklenburg-Vorpommern | 2,622 | 0.47× |
| Saarland | 1,692 | 0.47× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gil Ofarim | 1.6× | Music & Radio |
| Cachorro | 3× | Pets & Animals |
| Information sensitivity | 3.92× | Technology & Electronics |
| Bank account | 1.89× | Business & Career |
| Emil Nolde | 2.73× | Arts & Culture |
| Ipekyol | 1.96× | Shopping |
| Gloria | 2.24× | Music & Radio |
| Solo climbing | 1.81× | Sports |
| Buddy – The Buddy Holly Story | 2.21× | Music & Radio |
| Celtic punk | 3.71× | Music & Radio |
| Esra Erol | 2.38× | Movies & TV |
| Figure painting (hobby) | 1.72× | Arts & Culture |
| Cloppenburg | 1.89× | Travel & Leisure |
| Yozgat | 3.15× | Travel & Leisure |
| Jason Clarke (actor) | 1.83× | Movies & TV |
| Krasnodar | 3.12× | Travel & Leisure |
| Building insulation | 1.6× | Home & Garden |
| Bugatti Chiron | 2.04× | Cars & Mobility |
| vienna.info | 2.97× | Travel & Leisure |
| Kazuo Ishiguro | 4.43× | Literature |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.49 |
| DIY Mentality | THRILL | 2.05 |
| Sustainability | BALANCE | 1.74 |
| Creativity | OPEN | 1.47 |
| Quality Awareness | PREMIUM | 1.46 |
| Luxury Orientation | PREMIUM | 1.44 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 20.0% |
| United States | 15.7% |
| Mexico | 8.0% |
See HAY audiences in other countries
More Home & Garden audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does HAY have in Germany?
HAY has an estimated audience of 293,796 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of HAY fans?
68.0% of HAY fans are female, 32.0% are male, with an average age of 39.5 years.
Which brands do HAY fans like most?
HAY fans show strongest brand affinity for Gil Ofarim (1.6×), Cachorro (3×), and Information sensitivity (3.92×) over the country average.
Where do HAY fans live in Germany?
HAY fans in Germany are most concentrated in Bayern (reach 64,202), Nordrhein-Westfalen (reach 61,370), and Berlin (reach 39,562). These three regions account for the largest share of the active audience.
What other brands do HAY fans also like?
Beyond HAY itself, the audience over-indexes on Cachorro (3×), Information sensitivity (3.92×), Bank account (1.89×), and Emil Nolde (2.73×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for HAY. 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.