Home accessories Audience in Germany
Home accessories has an estimated audience of 1,052,676 people in Germany. 70.6% are female, 29.4% are male, average age 36.8. Top regions: Bayern, Nordrhein-Westfalen, Berlin. Top brand affinities: IKEA, Art jewelry, Etsy, Pillow, Group buying.
The average Home accessories fan in Germany is 36.8 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Berlin. Top brand affinities include IKEA, Art jewelry, Etsy, with strongest over-indexing on IKEA (2.92× the country average). Demographically, the Home accessories audience skews more female with an average age of 36.8, and over-indexes on personality traits such as Design Affinity, Sustainability. 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 Home accessories fans
| Metric | Value |
|---|---|
| Female | 70.6% |
| Male | 29.4% |
| Average age | 36.8 |
| Estimated audience size | 1,052,676 |
Audience persona
The typical Home accessories fan in Germany is more female, around 36.8 years old, with strong Design Affinity tendencies and a notable affinity for IKEA.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 90,298 | 0.53× |
| Nordrhein-Westfalen | 90,215 | 0.39× |
| Berlin | 64,638 | 1.37× |
| Baden-Württemberg | 58,022 | 0.4× |
| Hessen | 52,663 | 0.66× |
| Rheinland-Pfalz | 31,494 | 0.6× |
| Niedersachsen | 31,366 | 0.31× |
| Sachsen-Anhalt | 31,227 | 1.14× |
| Thüringen | 30,948 | 1.15× |
| Brandenburg | 27,858 | 0.85× |
| Bremen | 27,835 | 3.09× |
| Saarland | 27,530 | 2.13× |
| Mecklenburg-Vorpommern | 27,190 | 1.35× |
| Schleswig-Holstein | 25,801 | 0.68× |
| Sachsen | 25,021 | 0.48× |
| Hamburg | 20,065 | 0.84× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| IKEA | 2.92× | Home & Garden |
| Art jewelry | 7.07× | Fashion & Accessoires |
| Etsy | 4.28× | Fashion & Accessoires |
| Pillow | 5.53× | Home & Garden |
| Group buying | 9.26× | Shopping |
| Ready-to-assemble furniture | 7.1× | Home & Garden |
| TikTok | 2.02× | Internet & Social Media |
| ICloud | 5.24× | Technology & Electronics |
| Spiegel Online | 2.27× | News |
| Do it yourself (DIY) | 2.35× | Home & Garden |
| Wellington boot | 28× | Fashion & Accessoires |
| Mattress | 4.78× | Home & Garden |
| H&M | 2.11× | Shopping |
| Krampus (film) | 12.75× | Movies & TV |
| Airbnb | 2.24× | Travel & Leisure |
| Handmade jewelry | 3.87× | Fashion & Accessoires |
| Family | 1.85× | Kids & Family |
| Kitchenware | 3.57× | Home & Garden |
| C&A | 2.72× | Shopping |
| Hermès | 2.4× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.3 |
| Sustainability | BALANCE | 2.2 |
| DIY Mentality | THRILL | 1.92 |
| Quality Awareness | PREMIUM | 1.69 |
| Creativity | OPEN | 1.59 |
| Sports Activity | POWER | 1.47 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.1% |
| United Kingdom | 13.1% |
| Italy | 8.7% |
See Home accessories 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 Home accessories have in Germany?
Home accessories has an estimated audience of 1,052,676 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Home accessories fans?
70.6% of Home accessories fans are female, 29.4% are male, with an average age of 36.8 years.
Which brands do Home accessories fans like most?
Home accessories fans show strongest brand affinity for IKEA (2.92×), Art jewelry (7.07×), and Etsy (4.28×) over the country average.
Where do Home accessories fans live in Germany?
Home accessories fans in Germany are most concentrated in Bayern (reach 90,298), Nordrhein-Westfalen (reach 90,215), and Berlin (reach 64,638). These three regions account for the largest share of the active audience.
What other brands do Home accessories fans also like?
Beyond Home accessories itself, the audience over-indexes on Art jewelry (7.07×), Etsy (4.28×), Pillow (5.53×), and Group buying (9.26×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Home accessories. 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.