Hilti Audience in Germany
Hilti has an estimated audience of 834,097 people in Germany. 11.4% are female, 88.6% are male, average age 42.0. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Bauhaus, Hand tool, Stahlwerk, Wrench, Drill.
The average Hilti fan in Germany is 42.0 years old, more male, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Bauhaus, Hand tool, Stahlwerk, with strongest over-indexing on Bauhaus (7.55× the country average). Demographically, the Hilti audience skews more male with an average age of 42.0, and over-indexes on personality traits such as DIY Mentality, Patriotism. 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 · Subtype: Tools
Demographics of Hilti fans
| Metric | Value |
|---|---|
| Female | 11.4% |
| Male | 88.6% |
| Average age | 42.0 |
| Estimated audience size | 834,097 |
Audience persona
The typical Hilti fan in Germany is more male, around 42.0 years old, with strong DIY Mentality tendencies and a notable affinity for Bauhaus.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 266,824 | 1.99× |
| Nordrhein-Westfalen | 195,981 | 1.07× |
| Baden-Württemberg | 188,099 | 1.65× |
| Hessen | 81,691 | 1.29× |
| Niedersachsen | 75,491 | 0.93× |
| Sachsen | 39,410 | 0.96× |
| Rheinland-Pfalz | 29,216 | 0.7× |
| Berlin | 27,813 | 0.75× |
| Schleswig-Holstein | 22,440 | 0.75× |
| Thüringen | 20,014 | 0.94× |
| Brandenburg | 18,240 | 0.7× |
| Hamburg | 17,424 | 0.92× |
| Sachsen-Anhalt | 16,432 | 0.76× |
| Saarland | 11,626 | 1.14× |
| Mecklenburg-Vorpommern | 11,283 | 0.71× |
| Bremen | 5,233 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bauhaus | 7.55× | Shopping |
| Hand tool | 10× | Home & Garden |
| Stahlwerk | 26.42× | Home & Garden |
| Wrench | 11.24× | Home & Garden |
| Drill | 8.04× | Home & Garden |
| DeWalt | 14.16× | Home & Garden |
| Makita | 11.38× | Home & Garden |
| Master craftsman | 8.04× | Business & Career |
| Ryobi | 27.1× | Cars & Mobility |
| Power tool | 7.63× | Home & Garden |
| Mafell | 39.41× | Home & Garden |
| Photovoltaic system | 7.43× | Home & Garden |
| DeepL | 6.97× | Technology & Electronics |
| Hammer drill | 41.48× | Home & Garden |
| Carpentry | 5.79× | Home & Garden |
| Multi-tool | 8.26× | Home & Garden |
| Electricity generation | 6.58× | Home & Garden |
| Photovoltaics | 4.73× | Home & Garden |
| Drill bit | 8.78× | Home & Garden |
| Festool | 15.7× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.41 |
| Patriotism | CONSERVATISM | 1.81 |
| Need for Security | CONSERVATISM | 1.6 |
| Sports Activity | POWER | 1.21 |
| Convenience Orientation | PREMIUM | 1.19 |
| Early Adopter Mentality | POWER | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 13.2% |
| United States | 12.1% |
| Italy | 7.0% |
See Hilti audiences in other countries
More Tools audiences in Germany
Frequently asked questions
How many fans does Hilti have in Germany?
Hilti has an estimated audience of 834,097 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Hilti fans?
11.4% of Hilti fans are female, 88.6% are male, with an average age of 42.0 years.
Which brands do Hilti fans like most?
Hilti fans show strongest brand affinity for Bauhaus (7.55×), Hand tool (10×), and Stahlwerk (26.42×) over the country average.
Where do Hilti fans live in Germany?
Hilti fans in Germany are most concentrated in Bayern (reach 266,824), Nordrhein-Westfalen (reach 195,981), and Baden-Württemberg (reach 188,099). These three regions account for the largest share of the active audience.
What other brands do Hilti fans also like?
Beyond Hilti itself, the audience over-indexes on Hand tool (10×), Stahlwerk (26.42×), Wrench (11.24×), and Drill (8.04×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hilti. 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.