Home Appliances Audience in Germany
Home Appliances has an estimated audience of 8,619,402 people in Germany. 55.1% are female, 44.9% are male, average age 43.5. Top regions: Bayern, Hessen, Nordrhein-Westfalen. Top brand affinities: Barbie, Kitchenware, Kitchen utensil, Bauhaus, Garden.
The average Home Appliances fan in Germany is 43.5 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Hessen, Nordrhein-Westfalen. Top brand affinities include Barbie, Kitchenware, Kitchen utensil, with strongest over-indexing on Barbie (3.53× the country average). Demographically, the Home Appliances audience skews more female with an average age of 43.5, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. 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 Appliances fans
| Metric | Value |
|---|---|
| Female | 55.1% |
| Male | 44.9% |
| Average age | 43.5 |
| Estimated audience size | 8,619,402 |
Audience persona
The typical Home Appliances fan in Germany is more female, around 43.5 years old, with strong DIY Mentality tendencies and a notable affinity for Barbie.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 1,471,949 | 1.06× |
| Hessen | 1,411,881 | 2.15× |
| Nordrhein-Westfalen | 1,314,246 | 0.7× |
| Baden-Württemberg | 1,039,487 | 0.88× |
| Berlin | 760,559 | 1.97× |
| Niedersachsen | 323,769 | 0.39× |
| Hamburg | 288,516 | 1.48× |
| Rheinland-Pfalz | 237,105 | 0.55× |
| Sachsen | 221,969 | 0.53× |
| Thüringen | 175,581 | 0.8× |
| Sachsen-Anhalt | 161,913 | 0.72× |
| Brandenburg | 150,068 | 0.56× |
| Saarland | 136,532 | 1.29× |
| Schleswig-Holstein | 135,652 | 0.44× |
| Mecklenburg-Vorpommern | 133,124 | 0.81× |
| Bremen | 126,048 | 1.71× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Barbie | 3.53× | Movies & TV |
| Kitchenware | 4.09× | Home & Garden |
| Kitchen utensil | 4.67× | Home & Garden |
| Bauhaus | 2.03× | Shopping |
| Garden | 1.74× | Home & Garden |
| Landscape design | 3.25× | Business & Career |
| IKEA | 1.74× | Home & Garden |
| Obi (store) | 1.73× | Shopping |
| Bedroom furniture | 3.75× | Home & Garden |
| Household | 3.3× | Home & Garden |
| Living room | 2.22× | Home & Garden |
| Netto Marken-Discount | 1.65× | Shopping |
| Furniture | 1.54× | Home & Garden |
| QVC | 2.46× | Movies & TV |
| Kitchen | 1.93× | Home & Garden |
| Efficient energy use | 2.41× | Technology & Electronics |
| Kitchen stove | 3.59× | Home & Garden |
| Bathroom | 2.18× | Home & Garden |
| Home improvement | 1.51× | Home & Garden |
| Landscaping | 2.77× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.79 |
| Quality Awareness | PREMIUM | 1.32 |
| Family Orientation | CONSERVATISM | 1.29 |
| Indulgence | JOY | 1.27 |
| Sports Activity | POWER | 1.19 |
| Design Affinity | PREMIUM | 1.19 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
See Home Appliances 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 Appliances have in Germany?
Home Appliances has an estimated audience of 8,619,402 people in Germany, concentrated in Bayern and Hessen.
What is the gender split and age of Home Appliances fans?
55.1% of Home Appliances fans are female, 44.9% are male, with an average age of 43.5 years.
Which brands do Home Appliances fans like most?
Home Appliances fans show strongest brand affinity for Barbie (3.53×), Kitchenware (4.09×), and Kitchen utensil (4.67×) over the country average.
Where do Home Appliances fans live in Germany?
Home Appliances fans in Germany are most concentrated in Bayern (reach 1,471,949), Hessen (reach 1,411,881), and Nordrhein-Westfalen (reach 1,314,246). These three regions account for the largest share of the active audience.
What other brands do Home Appliances fans also like?
Beyond Home Appliances itself, the audience over-indexes on Kitchenware (4.09×), Kitchen utensil (4.67×), Bauhaus (2.03×), and Garden (1.74×) 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 Appliances. 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.