Home automation Audience in Germany
Home automation has an estimated audience of 3,907,528 people in Germany. 39.2% are female, 60.8% are male, average age 40.7. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: FRITZ!Box, Bauhaus, Efficient energy use, Solar power, Solar panel.
The average Home automation fan in Germany is 40.7 years old, more male, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include FRITZ!Box, Bauhaus, Efficient energy use, with strongest over-indexing on FRITZ!Box (3.91× the country average). Demographically, the Home automation audience skews more male with an average age of 40.7, and over-indexes on personality traits such as Convenience Orientation, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Technology & Electronics · Type: Topic · Subtype: Tech trend
Demographics of Home automation fans
| Metric | Value |
|---|---|
| Female | 39.2% |
| Male | 60.8% |
| Average age | 40.7 |
| Estimated audience size | 3,907,528 |
Audience persona
The typical Home automation fan in Germany is more male, around 40.7 years old, with strong Convenience Orientation tendencies and a notable affinity for FRITZ!Box.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 837,540 | 1.33× |
| Nordrhein-Westfalen | 831,441 | 0.97× |
| Baden-Württemberg | 733,959 | 1.38× |
| Hessen | 384,707 | 1.29× |
| Niedersachsen | 377,092 | 0.99× |
| Berlin | 280,852 | 1.61× |
| Rheinland-Pfalz | 190,127 | 0.97× |
| Sachsen | 160,594 | 0.84× |
| Schleswig-Holstein | 130,953 | 0.93× |
| Brandenburg | 89,668 | 0.74× |
| Hamburg | 85,992 | 0.97× |
| Thüringen | 83,657 | 0.84× |
| Sachsen-Anhalt | 61,887 | 0.61× |
| Saarland | 50,489 | 1.05× |
| Mecklenburg-Vorpommern | 49,369 | 0.66× |
| Bremen | 41,612 | 1.25× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| FRITZ!Box | 3.91× | Technology & Electronics |
| Bauhaus | 2.88× | Shopping |
| Efficient energy use | 4.11× | Technology & Electronics |
| Solar power | 3.56× | Home & Garden |
| Solar panel | 4.29× | Home & Garden |
| Obi (store) | 1.95× | Shopping |
| Heat pump | 5.17× | Home & Garden |
| Tagesschau | 1.7× | Movies & TV |
| McCafé | 7.18× | Food & Beverages |
| Sparkasse | 2.34× | Business & Career |
| Aral AG | 2.06× | Cars & Mobility |
| Photovoltaics | 3.19× | Home & Garden |
| Kitchen utensil | 4.03× | Home & Garden |
| Roborock | 4.9× | Home & Garden |
| Commerzbank | 1.93× | Business & Career |
| Photovoltaic system | 3.8× | Home & Garden |
| Solar cell | 4.09× | Home & Garden |
| Homematic IP | 8.61× | Home & Garden |
| Google Maps | 1.84× | Internet & Social Media |
| Electrical wiring | 3.84× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 2.34 |
| DIY Mentality | THRILL | 1.52 |
| Need for Security | CONSERVATISM | 1.36 |
| Quality Awareness | PREMIUM | 1.28 |
| Indulgence | JOY | 1.24 |
| Patriotism | CONSERVATISM | 1.18 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.4% |
| Italy | 6.8% |
| United Kingdom | 6.2% |
See Home automation audiences in other countries
More Tech trend audiences in Germany
- Efficient energy use (7,855,231)
- Cloud computing (6,762,657)
- Artificial intelligence (6,021,041)
- Creative Commons (3,925,272)
- Smart device (3,383,057)
Frequently asked questions
How many fans does Home automation have in Germany?
Home automation has an estimated audience of 3,907,528 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Home automation fans?
39.2% of Home automation fans are female, 60.8% are male, with an average age of 40.7 years.
Which brands do Home automation fans like most?
Home automation fans show strongest brand affinity for FRITZ!Box (3.91×), Bauhaus (2.88×), and Efficient energy use (4.11×) over the country average.
Where do Home automation fans live in Germany?
Home automation fans in Germany are most concentrated in Bayern (reach 837,540), Nordrhein-Westfalen (reach 831,441), and Baden-Württemberg (reach 733,959). These three regions account for the largest share of the active audience.
What other brands do Home automation fans also like?
Beyond Home automation itself, the audience over-indexes on Bauhaus (2.88×), Efficient energy use (4.11×), Solar power (3.56×), and Solar panel (4.29×) 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 automation. 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.