Rascasse Audience Intelligence

Home equity Audience in Germany

A data profile of the people who buy, follow and care about Home equity in Germany — modelled from more than twelve digital signal sources. Home equity has an estimated audience of 1,000,515 people in Germany.

#3164among Topic in Germany#426in Home & Garden

The average Home equity fan in Germany is 40.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Home equity line of credit, Mortgage calculator, Renters' insurance, with strongest over-indexing on Home equity line of credit (61.42× the country average).

Demographically, the Home equity audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.

The typical Home equity fan in Germany is more female, around 40.9 years old, with strong Risk Appetite tendencies and a notable affinity for Home equity line of credit.

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 equity profile in Germany.

Audience size
1M
in Germany
Gender
56.6%♀
43.4% male
Age
40.9
average years
Country rank
#6524
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 equity fans

56.6% are female, 43.4% are male, average age 40.9.

Fig. 02

Gender split

56.6%
Female
43.4%
Male
Demographic split for Home equity audience in Germany
MetricValue
Female56.6%
Male43.4%
Average age40.9
Estimated audience size1,000,515
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Home equity audience in Germany
Age bracketShare%
16-1917%
20-2918%
30-3918%
40-4921%
50+25%
Fig. 04

Worldwide distribution

2.7%

of the worldwide Home equity audience comes from Germany.

Worldwide audience distribution share by country for Home equity
CountryShare
United States53.7%
United Kingdom8.0%
Canada5.6%
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 equity audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home equity fans by region: top regions in Germany
#RegionReachAffinity×
01Thüringen~30K1.20×
02Mecklenburg-Vorpommern~20K1.20×
03Brandenburg~30K1.13×
04Hamburg~20K1.06×
05Schleswig-Holstein~40K1.04×
06Rheinland-Pfalz~50K1.00×
07Sachsen~50K0.98×
08Berlin~40K0.94×
09Niedersachsen~90K0.91×
10Hessen~70K0.91×
11Baden-Württemberg~100K0.88×
12Nordrhein-Westfalen~200K0.86×
13Bayern~100K0.86×
Fig. 06

Affinity by region

Affinity by region — Home equity, Germany
0.86×1.00×1.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home equity audience
#·InterestCategoryAffinity×
01HMVMusic & Radio65.69×
02Home equity line of creditBusiness & Career61.42×
03Renters' insuranceBusiness & Career58.94×
04Home equity loanBusiness & Career39.70×
05Xherdan ShaqiriSports25.32×
06RabobankBusiness & Career21.09×
07Snap!Music & Radio14.86×
08Mortgage calculatorHome & Garden10.90×
09First-time home buyer grantHome & Garden9.77×
10Mortgage loansBusiness & Career9.35×
11Lothar MatthäusSports8.47×
12Credit (finance)Business & Career7.22×
13First-time buyerShopping6.82×
14Starter homeHome & Garden6.37×
15UEFA European ChampionshipSports5.80×
16High-intensity interval trainingSports5.08×
17ImmoScout24Home & Garden4.30×
18Plug-in hybridCars & Mobility3.91×
19SV Werder BremenSports2.54×
20Personal financeBusiness & Career1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home equity 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 equity audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.15×
Career OrientationPOWER1.83×
Quality AwarenessPREMIUM1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home equity audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.55×
CreativityOPEN0.66×
Pet OwnershipJOY0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home equity have in Germany?

Home equity has an estimated audience of 1,000,515 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Home equity fans?

56.6% of Home equity fans are female, 43.4% are male, with an average age of 40.9 years.

03

Which brands do Home equity fans like most?

Home equity fans show strongest brand affinity for Home equity line of credit (61.42×), Mortgage calculator (10.9×), and Renters' insurance (58.94×) over the country average.

04

Where do Home equity fans live in Germany?

Home equity fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Home equity fans also like?

Beyond Home equity itself, the audience over-indexes on Mortgage calculator (10.9×), Renters' insurance (58.94×), First-time home buyer grant (9.77×), and Home equity loan (39.7×) 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 equity audiences in other countries

How to read this data

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