Home equity Audience in Germany
Home equity has an estimated audience of 1,000,515 people in Germany. 56.6% are female, 43.4% are male, average age 40.9. Top regions: Thüringen, Bayern, Brandenburg. Top brand affinities: JACK & JONES, First-time buyer, Mortgage calculator, Renters' insurance, Credit (finance).
The average Home equity fan in Germany is 40.9 years old, more female, and lives primarily in Thüringen. The audience is concentrated in Thüringen, Bayern, Brandenburg. Top brand affinities include JACK & JONES, First-time buyer, Mortgage calculator, with strongest over-indexing on JACK & JONES (75.56× 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 Quality Awareness, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Home equity fans
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 40.9 |
| Estimated audience size | 1,000,515 |
Audience persona
The typical Home equity fan in Germany is more female, around 40.9 years old, with strong Quality Awareness tendencies and a notable affinity for JACK & JONES.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Thüringen | 54,516 | 2.14× |
| Bayern | 53,737 | 0.33× |
| Brandenburg | 52,577 | 1.69× |
| Rheinland-Pfalz | 50,654 | 1.01× |
| Baden-Württemberg | 46,660 | 0.34× |
| Sachsen | 44,776 | 0.91× |
| Niedersachsen | 44,201 | 0.45× |
| Nordrhein-Westfalen | 43,911 | 0.2× |
| Schleswig-Holstein | 43,383 | 1.21× |
| Mecklenburg-Vorpommern | 41,814 | 2.19× |
| Hessen | 38,101 | 0.5× |
| Berlin | 31,053 | 0.69× |
| Hamburg | 29,907 | 1.32× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| JACK & JONES | 75.56× | Fashion & Accessoires |
| First-time buyer | 14.59× | Shopping |
| Mortgage calculator | 14.56× | Home & Garden |
| Renters' insurance | 81.16× | Business & Career |
| Credit (finance) | 10.59× | Business & Career |
| First-time home buyer grant | 10.46× | Home & Garden |
| Mortgage loans | 10.92× | Business & Career |
| Starter home | 7.05× | Home & Garden |
| HMV | 72.68× | Music & Radio |
| Alcoholic beverages | 3.37× | Food & Beverages |
| Property finder | 5.58× | Home & Garden |
| Amazon.com | 3.12× | Shopping |
| ImmoScout24 | 3.57× | Home & Garden |
| Air travel | 4.9× | Travel & Leisure |
| Renovation | 4.03× | Home & Garden |
| SV Werder Bremen | 3.22× | Sports |
| Forrest Gump | 12.73× | Movies & TV |
| Snap! | 16.39× | Music & Radio |
| IKEA | 2.58× | Home & Garden |
| Creed (band) | 15.38× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 2.82 |
| DIY Mentality | THRILL | 2.39 |
| Risk Appetite | THRILL | 2.16 |
| Career Orientation | POWER | 1.78 |
| Travelling | THRILL | 1.74 |
| Sustainability | BALANCE | 1.73 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 53.7% |
| United Kingdom | 8.0% |
| Canada | 5.6% |
See Home equity 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 equity have in Germany?
Home equity has an estimated audience of 1,000,515 people in Germany, concentrated in Thüringen and Bayern.
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.
Which brands do Home equity fans like most?
Home equity fans show strongest brand affinity for JACK & JONES (75.56×), First-time buyer (14.59×), and Mortgage calculator (14.56×) over the country average.
Where do Home equity fans live in Germany?
Home equity fans in Germany are most concentrated in Thüringen (reach 54,516), Bayern (reach 53,737), and Brandenburg (reach 52,577). These three regions account for the largest share of the active audience.
What other brands do Home equity fans also like?
Beyond Home equity itself, the audience over-indexes on First-time buyer (14.59×), Mortgage calculator (14.56×), Renters' insurance (81.16×), and Credit (finance) (10.59×) 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 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.