Rascasse Audience Intelligence

Home Decoration & Design Audience in Germany

A data profile of the people who buy, follow and care about Home Decoration & Design in Germany — modelled from more than twelve digital signal sources. Home Decoration & Design has an estimated audience of 4,780,980 people in Germany.

#706among Topic in Germany#85in Home & Garden

The average Home Decoration & Design fan in Germany is 35.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Do it yourself (DIY), Home improvement, Renovation, with strongest over-indexing on Do it yourself (DIY) (3.1× the country average).

Demographically, the Home Decoration & Design audience skews more female with an average age of 35.0, and over-indexes on personality traits such as Design Affinity, 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 Decoration & Design fan in Germany is more female, around 35.0 years old, with strong Design Affinity tendencies and a notable affinity for Do it yourself (DIY).

Category: Home & Garden · Type: Topic

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 Home Decoration & Design profile in Germany.

Audience size
4.8M
in Germany
Gender
66.6%♀
33.4% male
Age
35.0
average years
Country rank
#1131
Topic in Germany
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home Decoration & Design fans

66.6% are female, 33.4% are male, average age 35.0.

Fig. 02

Gender split

66.6%
Female
33.4%
Male
Demographic split for Home Decoration & Design audience in Germany
MetricValue
Female66.6%
Male33.4%
Average age35.0
Estimated audience size4,780,980
Fig. 03

Age distribution

Ø 35.0
average years
Age distribution of the Home Decoration & Design audience in Germany
Age bracketShare%
16-1925%
20-2926%
30-3923%
40-4919%
50+8%
Fig. 04

Worldwide distribution

7.2%

of the worldwide Home Decoration & Design audience comes from Germany.

Worldwide audience distribution share by country for Home Decoration & Design
CountryShare
United States19.2%
China9.6%
Germany7.2%
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 Home Decoration & Design audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home Decoration & Design fans by region: top regions in Germany
#RegionReachAffinity×
01Bayern~800K1.07×
02Baden-Württemberg~700K1.06×
03Hessen~400K1.06×
04Nordrhein-Westfalen~1M1.02×
05Thüringen~100K1.02×
06Brandenburg~100K1.01×
07Niedersachsen~500K1.00×
08Sachsen~200K1.00×
09Berlin~200K1.00×
10Hamburg0.00×
11Schleswig-Holstein0.00×
12Sachsen-Anhalt0.00×
13Bremen0.00×
14Rheinland-Pfalz0.00×
15Saarland0.00×
16Mecklenburg-Vorpommern0.00×
Fig. 06

Affinity by region

Affinity by region — Home Decoration & Design, Germany
1.00×1.00×1.07×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Home Decoration & Design audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home Decoration & Design audience
#·InterestCategoryAffinity×
01Travel BloggerTravel & Leisure5.96×
02Maisons du MondeHome & Garden5.63×
03PillowHome & Garden4.59×
04First-time buyerShopping4.33×
05Luxury real estateBusiness & Career3.99×
06RenovationHome & Garden3.87×
07Designer clothingFashion & Accessoires3.50×
08KitchenwareHome & Garden3.35×
09Home improvementHome & Garden3.16×
10Do it yourself (DIY)Home & Garden3.10×
11Alexander ZverevSports3.10×
12Interior designBusiness & Career2.94×
13IKEAHome & Garden2.71×
14AirbnbTravel & Leisure2.53×
15HugendubelShopping2.51×
16HermèsFashion & Accessoires2.37×
17Luxury goodsFashion & Accessoires2.07×
18FurnitureHome & Garden1.87×
19CraftsHome & Garden1.84×
20H&MShopping1.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home Decoration & Design 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 Home Decoration & Design audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM3.14×
DIY MentalityTHRILL2.66×
SustainabilityBALANCE2.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home Decoration & Design audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.81×
Need for SecurityCONSERVATISM0.85×
SpiritualityBALANCE1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home Decoration & Design have in Germany?

Home Decoration & Design has an estimated audience of 4,780,980 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Home Decoration & Design fans?

66.6% of Home Decoration & Design fans are female, 33.4% are male, with an average age of 35.0 years.

03

Which brands do Home Decoration & Design fans like most?

Home Decoration & Design fans show strongest brand affinity for Do it yourself (DIY) (3.1×), Home improvement (3.16×), and Renovation (3.87×) over the country average.

04

Where do Home Decoration & Design fans live in Germany?

Home Decoration & Design fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Home Decoration & Design fans also like?

Beyond Home Decoration & Design itself, the audience over-indexes on Home improvement (3.16×), Renovation (3.87×), IKEA (2.71×), and Airbnb (2.53×) 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 Home Decoration & Design audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Home Decoration & Design. 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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