Rascasse Audience Intelligence

H.O.M.E. Audience in Germany

A data profile of the people who buy, follow and care about H.O.M.E. in Germany — modelled from more than twelve digital signal sources. H.O.M.E. has an estimated audience of 1,288,040 people in Germany.

#178among Website / Newspaper / Magazine in Germany#361in Home & Garden

The average H.O.M.E. fan in Germany is 37.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Hessen.

Top brand affinities include Starter home, IKEA, Do it yourself (DIY), with strongest over-indexing on Starter home (4.59× the country average).

Demographically, the H.O.M.E. audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical H.O.M.E. fan in Germany is more female, around 37.1 years old, with strong Design Affinity tendencies and a notable affinity for Starter home.

Category: Home & Garden · Type: Website / Newspaper / Magazine

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 H.O.M.E. profile in Germany.

Audience size
1.3M
in Germany
Gender
63.1%♀
36.9% male
Age
37.1
average years
Country rank
#5157
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

+72%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of H.O.M.E.

63.1% are female, 36.9% are male, average age 37.1.

Fig. 02

Gender split

63.1%
Female
36.9%
Male
Demographic split for H.O.M.E. audience in Germany
MetricValue
Female63.1%
Male36.9%
Average age37.1
Estimated audience size1,288,040
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the H.O.M.E. audience in Germany
Age bracketShare%
16-1922%
20-2923%
30-3922%
40-4919%
50+14%
Fig. 04

Worldwide distribution

1.8%

of the worldwide H.O.M.E. audience comes from Germany.

Worldwide audience distribution share by country for H.O.M.E.
CountryShare
United States39.0%
India12.2%
United Kingdom8.2%
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 H.O.M.E. audience in Germany is strongest.

Fig. 05

Top regions by affinity

H.O.M.E. fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~100K2.54×
02Hessen~200K1.72×
03Hamburg~30K1.19×
04Bayern~200K1.18×
05Bremen~10K1.01×
06Brandenburg~40K0.95×
07Rheinland-Pfalz~60K0.89×
08Nordrhein-Westfalen~200K0.87×
09Sachsen~50K0.86×
10Baden-Württemberg~100K0.84×
11Niedersachsen~90K0.71×
12Schleswig-Holstein~30K0.71×
13Thüringen~20K0.71×
14Saarland~10K0.70×
15Sachsen-Anhalt~20K0.68×
16Mecklenburg-Vorpommern~20K0.63×
Fig. 06

Affinity by region

Affinity by region — H.O.M.E., Germany
0.63×1.00×2.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the H.O.M.E. audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for H.O.M.E. audience
#·InterestCategoryAffinity×
01Christmas decorationHome & Garden4.95×
02Starter homeHome & Garden4.59×
03First-time home buyer grantHome & Garden4.20×
04Bedroom furnitureHome & Garden4.09×
05KitchenwareHome & Garden3.61×
06Robert RedfordMovies & TV3.51×
07First-time buyerShopping3.48×
08Modern architectureArts & Culture3.42×
09Property finderHome & Garden3.41×
10HouseplantHome & Garden3.02×
11RenovationHome & Garden2.32×
12Interior designBusiness & Career2.28×
13House musicMusic & Radio2.23×
14Do it yourself (DIY)Home & Garden2.17×
15IKEAHome & Garden2.09×
16ImmoScout24Home & Garden1.99×
17HermèsFashion & Accessoires1.99×
18Luxury goodsFashion & Accessoires1.96×
19Home improvementHome & Garden1.95×
20Women's clothingFashion & Accessoires1.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the H.O.M.E. 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 H.O.M.E. audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.67×
Quality AwarenessPREMIUM2.38×
Luxury OrientationPREMIUM1.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H.O.M.E. audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.79×
PatriotismCONSERVATISM0.82×
Family OrientationCONSERVATISM0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does H.O.M.E. have in Germany?

H.O.M.E. has an estimated audience of 1,288,040 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of H.O.M.E. fans?

63.1% of H.O.M.E. fans are female, 36.9% are male, with an average age of 37.1 years.

03

Which brands do H.O.M.E. fans like most?

H.O.M.E. fans show strongest brand affinity for Starter home (4.59×), IKEA (2.09×), and Do it yourself (DIY) (2.17×) over the country average.

04

Where do H.O.M.E. fans live in Germany?

H.O.M.E. fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Hessen (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do H.O.M.E. fans also like?

Beyond H.O.M.E. itself, the audience over-indexes on IKEA (2.09×), Do it yourself (DIY) (2.17×), Modern architecture (3.42×), and Kitchenware (3.61×) 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 H.O.M.E. audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for H.O.M.E.. 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.

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