Hobby Audience in Germany
Hobby has an estimated audience of 11,617,823 people in Germany. 58.4% are female, 41.6% are male, average age 39.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Grinch, Raymond Weil, Sportswear (fashion), H&M, CD Baby.
The average Hobby fan in Germany is 39.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Grinch, Raymond Weil, Sportswear (fashion), with strongest over-indexing on Grinch (9.66× the country average). Demographically, the Hobby audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Indulgence, 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: Topic
Demographics of Hobby fans
| Metric | Value |
|---|---|
| Female | 58.4% |
| Male | 41.6% |
| Average age | 39.5 |
| Estimated audience size | 11,617,823 |
Audience persona
The typical Hobby fan in Germany is more female, around 39.5 years old, with strong Indulgence tendencies and a notable affinity for Grinch.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,698,423 | 1.06× |
| Bayern | 1,891,665 | 1.01× |
| Baden-Württemberg | 1,648,489 | 1.04× |
| Niedersachsen | 1,249,409 | 1.11× |
| Hessen | 929,956 | 1.05× |
| Schleswig-Holstein | 642,032 | 1.54× |
| Rheinland-Pfalz | 551,158 | 0.95× |
| Sachsen | 509,403 | 0.89× |
| Berlin | 485,820 | 0.94× |
| Brandenburg | 330,373 | 0.92× |
| Thüringen | 276,099 | 0.93× |
| Hamburg | 265,560 | 1.01× |
| Sachsen-Anhalt | 259,937 | 0.86× |
| Mecklenburg-Vorpommern | 204,552 | 0.92× |
| Saarland | 127,226 | 0.89× |
| Bremen | 86,863 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Grinch | 9.66× | Movies & TV |
| Raymond Weil | 34.8× | Fashion & Accessoires |
| Sportswear (fashion) | 4.25× | Fashion & Accessoires |
| H&M | 1.79× | Shopping |
| CD Baby | 13.3× | Music & Radio |
| Chocolate syrup | 56.03× | Food & Beverages |
| Sneaker collecting | 3.59× | Fashion & Accessoires |
| Natural World | 1.76× | Fashion & Accessoires |
| Handicraft | 1.81× | Home & Garden |
| Recipes | 1.79× | Food & Beverages |
| Women's clothing | 1.66× | Fashion & Accessoires |
| Vegetarian cuisine | 2.06× | Food & Beverages |
| Puma | 3.98× | Fashion & Accessoires |
| Foodie | 2.46× | Food & Beverages |
| Sustainable energy | 2.12× | Home & Garden |
| Healthy habits | 2.02× | Health |
| Drop shipping | 1.93× | Shopping |
| Healthy diet | 1.87× | Health |
| Converse | 3.03× | Fashion & Accessoires |
| Outdoor enthusiast | 2.05× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.28 |
| DIY Mentality | THRILL | 1.23 |
| Pet Ownership | JOY | 1.22 |
| Sports Activity | POWER | 1.22 |
| Sustainability | BALANCE | 1.16 |
| Creativity | OPEN | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
See Hobby audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Hobby have in Germany?
Hobby has an estimated audience of 11,617,823 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hobby fans?
58.4% of Hobby fans are female, 41.6% are male, with an average age of 39.5 years.
Which brands do Hobby fans like most?
Hobby fans show strongest brand affinity for Grinch (9.66×), Raymond Weil (34.8×), and Sportswear (fashion) (4.25×) over the country average.
Where do Hobby fans live in Germany?
Hobby fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,698,423), Bayern (reach 1,891,665), and Baden-Württemberg (reach 1,648,489). These three regions account for the largest share of the active audience.
What other brands do Hobby fans also like?
Beyond Hobby itself, the audience over-indexes on Raymond Weil (34.8×), Sportswear (fashion) (4.25×), H&M (1.79×), and CD Baby (13.3×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hobby. 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.