Home improvement Audience in Germany
Home improvement has an estimated audience of 16,620,705 people in Germany. 55.4% are female, 44.6% are male, average age 41.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Decoration, Obi (store), Home repair, Home Design, Home Decoration & Design.
The average Home improvement fan in Germany is 41.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Decoration, Obi (store), Home repair, with strongest over-indexing on Decoration (2.99× the country average). Demographically, the Home improvement audience skews more female with an average age of 41.1, 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 · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 55.4% |
| Male | 44.6% |
| Average age | 41.1 |
| Estimated audience size | 16,620,705 |
Audience persona
The typical Home improvement fan in Germany is more female, around 41.1 years old, with strong DIY Mentality tendencies and a notable affinity for Decoration.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,644,403 | 1× |
| Bayern | 2,409,332 | 0.9× |
| Baden-Württemberg | 1,918,312 | 0.85× |
| Niedersachsen | 1,818,837 | 1.13× |
| Hessen | 1,068,076 | 0.84× |
| Sachsen | 920,392 | 1.13× |
| Rheinland-Pfalz | 790,557 | 0.95× |
| Berlin | 674,828 | 0.91× |
| Schleswig-Holstein | 613,853 | 1.03× |
| Brandenburg | 564,701 | 1.1× |
| Sachsen-Anhalt | 524,499 | 1.22× |
| Thüringen | 479,108 | 1.13× |
| Mecklenburg-Vorpommern | 355,494 | 1.12× |
| Hamburg | 338,644 | 0.9× |
| Saarland | 212,742 | 1.04× |
| Bremen | 113,332 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Decoration | 2.99× | Home & Garden |
| Obi (store) | 1.66× | Shopping |
| Home repair | 2.3× | Home & Garden |
| Home Design | 2.36× | Home & Garden |
| Home Decoration & Design | 3.16× | Home & Garden |
| IKEA | 1.57× | Home & Garden |
| Do it yourself (DIY) | 1.59× | Home & Garden |
| Home Interior Design | 2.47× | Home & Garden |
| Home construction | 2.05× | Home & Garden |
| Home décor products | 2.82× | Home & Garden |
| Renovation | 1.98× | Home & Garden |
| Living room | 1.98× | Home & Garden |
| Danish design | 2.54× | Home & Garden |
| Knitting | 2.2× | Home & Garden |
| Handicraft | 1.61× | Home & Garden |
| Home Interiors | 2.51× | Home & Garden |
| Landscape design | 2.44× | Business & Career |
| Barbie | 1.64× | Movies & TV |
| Handmade | 2.41× | Home & Garden |
| XXXLutz | 3.21× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.91 |
| Design Affinity | PREMIUM | 1.42 |
| Indulgence | JOY | 1.36 |
| Luxury Orientation | PREMIUM | 1.31 |
| Sustainability | BALANCE | 1.26 |
| Creativity | OPEN | 1.21 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
See Home improvement audiences in other countries
More Lifestyle cluster 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 improvement have in Germany?
Home improvement has an estimated audience of 16,620,705 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Home improvement fans?
55.4% of Home improvement fans are female, 44.6% are male, with an average age of 41.1 years.
Which brands do Home improvement fans like most?
Home improvement fans show strongest brand affinity for Decoration (2.99×), Obi (store) (1.66×), and Home repair (2.3×) over the country average.
Where do Home improvement fans live in Germany?
Home improvement fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,644,403), Bayern (reach 2,409,332), and Baden-Württemberg (reach 1,918,312). These three regions account for the largest share of the active audience.
What other brands do Home improvement fans also like?
Beyond Home improvement itself, the audience over-indexes on Obi (store) (1.66×), Home repair (2.3×), Home Design (2.36×), and Home Decoration & Design (3.16×) 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 improvement. 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.