Home automation Audience in Germany
A data profile of the people who buy, follow and care about Home automation in Germany — modelled from more than twelve digital signal sources. Home automation has an estimated audience of 3,907,528 people in Germany.
The average Home automation fan in Germany is 40.7 years old, more male, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, 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 Need for Security, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Home automation fan in Germany is more male, around 40.7 years old, with strong Need for Security tendencies and a notable affinity for FRITZ!Box.
At a glance
The key figures that characterise the Home automation profile in Germany.
Search interest · 12-month trend
Demographics of Home automation fans
39.2% are female, 60.8% are male, average age 40.7.
Gender split
| Metric | Value |
|---|---|
| Female | 39.2% |
| Male | 60.8% |
| Average age | 40.7 |
| Estimated audience size | 3,907,528 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 22% |
Worldwide distribution
of the worldwide Home automation audience comes from Germany.
| Country | Share |
|---|---|
| United States | 24.4% |
| Italy | 6.8% |
| United Kingdom | 6.2% |
Geography
Where the Home automation audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~300K | 1.44× | |
| 02 | Baden-Württemberg | ~700K | 1.30× | |
| 03 | Bayern | ~800K | 1.27× | |
| 04 | Hessen | ~400K | 1.24× | |
| 05 | Bremen | ~40K | 1.09× | |
| 06 | Saarland | ~50K | 1.04× | |
| 07 | Hamburg | ~90K | 0.99× | |
| 08 | Niedersachsen | ~400K | 0.98× | |
| 09 | Nordrhein-Westfalen | ~800K | 0.97× | |
| 10 | Rheinland-Pfalz | ~200K | 0.97× | |
| 11 | Schleswig-Holstein | ~100K | 0.96× | |
| 12 | Thüringen | ~90K | 0.95× | |
| 13 | Mecklenburg-Vorpommern | ~70K | 0.89× | |
| 14 | Sachsen | ~200K | 0.88× | |
| 15 | Brandenburg | ~100K | 0.87× | |
| 16 | Sachsen-Anhalt | ~90K | 0.86× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Home automation audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Homematic IP | Home & Garden | 8.61× | ||
| 02 | McCafé | Food & Beverages | 7.18× | ||
| 03 | Heat pump | Home & Garden | 5.17× | ||
| 04 | Roborock | Home & Garden | 4.90× | ||
| 05 | Solar panel | Home & Garden | 4.29× | ||
| 06 | Efficient energy use | Technology & Electronics | 4.11× | ||
| 07 | Solar cell | Home & Garden | 4.09× | ||
| 08 | Kitchen utensil | Home & Garden | 4.03× | ||
| 09 | FRITZ!Box | Technology & Electronics | 3.91× | ||
| 10 | Electrical wiring | Technology & Electronics | 3.84× | ||
| 11 | Photovoltaic system | Home & Garden | 3.80× | ||
| 12 | Solar power | Home & Garden | 3.56× | ||
| 13 | Photovoltaics | Home & Garden | 3.19× | ||
| 14 | Bauhaus | Shopping | 2.88× | ||
| 15 | Hardware store | Home & Garden | 2.35× | ||
| 16 | Sparkasse | Business & Career | 2.34× | ||
| 17 | Obi (store) | Shopping | 1.95× | ||
| 18 | Commerzbank | Business & Career | 1.93× | ||
| 19 | Google Maps | Internet & Social Media | 1.84× | ||
| 20 | Tagesschau | Movies & TV | 1.70× |
Personality of the Home automation audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.90× | |
| DIY Mentality | THRILL | 1.61× | |
| Quality Awareness | PREMIUM | 1.58× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.62× | |
| Extroversion | THRILL | 0.62× | |
| Community Orientation | OPEN | 0.73× |
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 Nordrhein-Westfalen and Bayern.
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 Nordrhein-Westfalen (reach ~800K), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). 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.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Home automation audiences in other countries
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.
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