Home Design Audience in Germany
Home Design has an estimated audience of 8,916,788 people in Germany. 64.1% are female, 35.9% are male, average age 37.9. Top regions: Nordrhein-Westfalen, Bayern, Hessen. Top brand affinities: Art Collecting, Group buying, Do it yourself (DIY), Gina Tricot, Renovation.
The average Home Design fan in Germany is 37.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Hessen. Top brand affinities include Art Collecting, Group buying, Do it yourself (DIY), with strongest over-indexing on Art Collecting (14.65× the country average). Demographically, the Home Design audience skews more female with an average age of 37.9, and over-indexes on personality traits such as DIY Mentality, Design Affinity. 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 Design fans
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 37.9 |
| Estimated audience size | 8,916,788 |
Audience persona
The typical Home Design fan in Germany is more female, around 37.9 years old, with strong DIY Mentality tendencies and a notable affinity for Art Collecting.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,150,465 | 1.1× |
| Bayern | 1,431,278 | 1× |
| Hessen | 1,245,604 | 1.83× |
| Baden-Württemberg | 1,156,637 | 0.95× |
| Niedersachsen | 776,340 | 0.9× |
| Berlin | 554,901 | 1.39× |
| Rheinland-Pfalz | 428,756 | 0.96× |
| Sachsen | 346,430 | 0.79× |
| Schleswig-Holstein | 268,124 | 0.84× |
| Hamburg | 247,395 | 1.23× |
| Brandenburg | 197,794 | 0.72× |
| Sachsen-Anhalt | 177,838 | 0.77× |
| Thüringen | 139,166 | 0.61× |
| Saarland | 111,950 | 1.02× |
| Bremen | 100,706 | 1.32× |
| Mecklenburg-Vorpommern | 96,974 | 0.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Art Collecting | 14.65× | Arts & Culture |
| Group buying | 10.15× | Shopping |
| Do it yourself (DIY) | 2.7× | Home & Garden |
| Gina Tricot | 5.81× | Fashion & Accessoires |
| Renovation | 2.88× | Home & Garden |
| Mattress | 4.78× | Home & Garden |
| Home improvement | 2.2× | Home & Garden |
| Ryanair | 2.38× | Travel & Leisure |
| IKEA | 1.93× | Home & Garden |
| Kitchenware | 3.5× | Home & Garden |
| Black Red White | 17.17× | Home & Garden |
| Fressnapf | 2.85× | Shopping |
| Luxury real estate | 3.31× | Business & Career |
| Modern architecture | 2.73× | Arts & Culture |
| Furniture | 1.57× | Home & Garden |
| Local food | 2.41× | Food & Beverages |
| Livemusic | 2.33× | Music & Radio |
| Tour de France | 4.07× | Sports |
| Natural foods | 3.14× | Food & Beverages |
| Tom Tailor | 3.93× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.2 |
| Design Affinity | PREMIUM | 2.13 |
| Individualism | JOY | 1.73 |
| Sports Activity | POWER | 1.6 |
| Sustainability | BALANCE | 1.54 |
| Luxury Orientation | PREMIUM | 1.43 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 8.8% |
| Germany | 6.8% |
See Home Design 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 Design have in Germany?
Home Design has an estimated audience of 8,916,788 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Home Design fans?
64.1% of Home Design fans are female, 35.9% are male, with an average age of 37.9 years.
Which brands do Home Design fans like most?
Home Design fans show strongest brand affinity for Art Collecting (14.65×), Group buying (10.15×), and Do it yourself (DIY) (2.7×) over the country average.
Where do Home Design fans live in Germany?
Home Design fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,150,465), Bayern (reach 1,431,278), and Hessen (reach 1,245,604). These three regions account for the largest share of the active audience.
What other brands do Home Design fans also like?
Beyond Home Design itself, the audience over-indexes on Group buying (10.15×), Do it yourself (DIY) (2.7×), Gina Tricot (5.81×), and Renovation (2.88×) 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 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.