Rascasse Audience Intelligence

Home Design Audience in Germany

A data profile of the people who buy, follow and care about Home Design in Germany — modelled from more than twelve digital signal sources. Home Design has an estimated audience of 8,916,788 people in Germany.

#260among Topic in Germany#28in Home & Garden

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, Baden-Württemberg.

Top brand affinities include Kitchenware, Starter home, Home improvement, with strongest over-indexing on Kitchenware (4.05× 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 Design Affinity, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Home Design fan in Germany is more female, around 37.9 years old, with strong Design Affinity tendencies and a notable affinity for Kitchenware.

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 Design profile in Germany.

Audience size
8.9M
in Germany
Gender
64.1%♀
35.9% male
Age
37.9
average years
Country rank
#420
Topic in Germany
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home Design fans

64.1% are female, 35.9% are male, average age 37.9.

Fig. 02

Gender split

64.1%
Female
35.9%
Male
Demographic split for Home Design audience in Germany
MetricValue
Female64.1%
Male35.9%
Average age37.9
Estimated audience size8,916,788
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Home Design audience in Germany
Age bracketShare%
16-1918%
20-2924%
30-3923%
40-4920%
50+14%
Fig. 04

Worldwide distribution

6.8%

of the worldwide Home Design audience comes from Germany.

Worldwide audience distribution share by country for Home Design
CountryShare
United States20.6%
Japan8.8%
Germany6.8%
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 Design audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home Design fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~1M1.62×
02Berlin~500K1.24×
03Nordrhein-Westfalen~2.5M1.21×
04Bremen~90K1.15×
05Hamburg~200K1.09×
06Saarland~100K1.06×
07Rheinland-Pfalz~500K1.01×
08Bayern~1.5M0.95×
09Baden-Württemberg~1M0.92×
10Sachsen-Anhalt~200K0.91×
11Schleswig-Holstein~300K0.90×
12Niedersachsen~800K0.89×
13Thüringen~200K0.88×
14Brandenburg~200K0.87×
15Mecklenburg-Vorpommern~100K0.87×
16Sachsen~400K0.86×
Fig. 06

Affinity by region

Affinity by region — Home Design, Germany
0.86×1.00×1.62×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Home 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 Design audience
#·InterestCategoryAffinity×
01Black Red WhiteHome & Garden17.56×
02OLXShopping6.62×
03Group buyingShopping6.47×
04Starter homeHome & Garden4.73×
05First-time home buyer grantHome & Garden4.49×
06PandoraFashion & Accessoires4.27×
07Bedroom furnitureHome & Garden4.09×
08KitchenwareHome & Garden4.05×
09Property finderHome & Garden3.82×
10HouseplantHome & Garden3.37×
11Modern architectureArts & Culture2.86×
12Interior designBusiness & Career2.70×
13RenovationHome & Garden2.64×
14ImmoScout24Home & Garden2.51×
15Home improvementHome & Garden2.36×
16House musicMusic & Radio2.29×
17Do it yourself (DIY)Home & Garden2.26×
18Women's clothingFashion & Accessoires2.14×
19Luxury goodsFashion & Accessoires2.05×
20IKEAHome & Garden2.00×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home 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 Design audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.85×
Quality AwarenessPREMIUM2.16×
DIY MentalityTHRILL2.01×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home Design audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.79×
Need for SecurityCONSERVATISM0.80×
Social Media UsageJOY0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Home Design fans like most?

Home Design fans show strongest brand affinity for Kitchenware (4.05×), Starter home (4.73×), and Home improvement (2.36×) over the country average.

04

Where do Home Design fans live in Germany?

Home Design fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Home Design fans also like?

Beyond Home Design itself, the audience over-indexes on Starter home (4.73×), Home improvement (2.36×), Do it yourself (DIY) (2.26×), and ImmoScout24 (2.51×) 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 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 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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