Home-improvement center Audience in Germany
A data profile of the people who buy, follow and care about Home-improvement center in Germany — modelled from more than twelve digital signal sources. Home-improvement center has an estimated audience of 5,272,216 people in Germany.
The average Home-improvement center fan in Germany is 42.3 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Obi (store), ImmoScout24, Ornamental plant, with strongest over-indexing on Obi (store) (9× the country average).
Demographically, the Home-improvement center audience skews more female with an average age of 42.3, and over-indexes on personality traits such as DIY Mentality, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Home-improvement center fan in Germany is more female, around 42.3 years old, with strong DIY Mentality tendencies and a notable affinity for Obi (store).
At a glance
The key figures that characterise the Home-improvement center profile in Germany.
Search interest · 12-month trend
Demographics of Home-improvement center fans
55.1% are female, 44.9% are male, average age 42.3.
Gender split
| Metric | Value |
|---|---|
| Female | 55.1% |
| Male | 44.9% |
| Average age | 42.3 |
| Estimated audience size | 5,272,216 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 26% | |
| 50+ | 23% |
Worldwide distribution
of the worldwide Home-improvement center audience comes from Germany.
| Country | Share |
|---|---|
| United States | 18.2% |
| Germany | 17.9% |
| Italy | 10.4% |
Geography
Where the Home-improvement center audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~100K | 1.06× | |
| 02 | Mecklenburg-Vorpommern | ~100K | 1.06× | |
| 03 | Berlin | ~200K | 1.04× | |
| 04 | Hessen | ~400K | 1.02× | |
| 05 | Rheinland-Pfalz | ~300K | 1.01× | |
| 06 | Sachsen | ~300K | 1.00× | |
| 07 | Schleswig-Holstein | ~200K | 1.00× | |
| 08 | Bayern | ~800K | 0.99× | |
| 09 | Baden-Württemberg | ~700K | 0.99× | |
| 10 | Niedersachsen | ~500K | 0.99× | |
| 11 | Nordrhein-Westfalen | ~1M | 0.98× | |
| 12 | Bremen | 0.00× | ||
| 13 | Thüringen | 0.00× | ||
| 14 | Sachsen-Anhalt | 0.00× | ||
| 15 | Brandenburg | 0.00× | ||
| 16 | Saarland | 0.00× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Home-improvement center audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Obi (store) | Shopping | 9.00× | ||
| 02 | Chainsaw | Home & Garden | 7.87× | ||
| 03 | DeWalt | Home & Garden | 6.96× | ||
| 04 | Ornamental plant | Home & Garden | 6.20× | ||
| 05 | ImmoScout24 | Home & Garden | 5.22× | ||
| 06 | toom Baumarkt | Shopping | 4.08× | ||
| 07 | Hardware store | Home & Garden | 3.96× | ||
| 08 | Garden furniture | Home & Garden | 3.90× | ||
| 09 | In aller Freundschaft | Movies & TV | 3.18× | ||
| 10 | Tchibo | Shopping | 2.37× | ||
| 11 | Tagesschau | Movies & TV | 2.35× | ||
| 12 | Hornbach | Shopping | 2.00× | ||
| 13 | Netto Marken-Discount | Shopping | 1.91× | ||
| 14 | Home improvement | Home & Garden | 1.80× | ||
| 15 | IKEA | Home & Garden | 1.76× | ||
| 16 | Müller (company) | Food & Beverages | 1.67× | ||
| 17 | Kaufland | Shopping | 1.65× | ||
| 18 | Aldi | Shopping | 1.64× | ||
| 19 | REWE | Shopping | 1.62× | ||
| 20 | Lidl | Shopping | 1.55× |
Personality of the Home-improvement center audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 2.04× | |
| Need for Security | CONSERVATISM | 1.43× | |
| Quality Awareness | PREMIUM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.74× | |
| Career Orientation | POWER | 0.82× | |
| Social Media Usage | JOY | 0.88× |
Frequently asked questions
How many fans does Home-improvement center have in Germany?
Home-improvement center has an estimated audience of 5,272,216 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Home-improvement center fans?
55.1% of Home-improvement center fans are female, 44.9% are male, with an average age of 42.3 years.
Which brands do Home-improvement center fans like most?
Home-improvement center fans show strongest brand affinity for Obi (store) (9×), ImmoScout24 (5.22×), and Ornamental plant (6.2×) over the country average.
Where do Home-improvement center fans live in Germany?
Home-improvement center fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.
What other brands do Home-improvement center fans also like?
Beyond Home-improvement center itself, the audience over-indexes on ImmoScout24 (5.22×), Ornamental plant (6.2×), Tagesschau (2.35×), and Hardware store (3.96×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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)
See Home-improvement center audiences in other countries
- Home-improvement center — United States
- Home-improvement center — United Kingdom
- Home-improvement center — France
- Home-improvement center — Italy
- Home-improvement center — Spain
- Home-improvement center — Brazil
- Home-improvement center — Japan
- Home-improvement center — South Korea
- Home-improvement center — India
- Home-improvement center — Canada
- Home-improvement center — Mexico
How to read this data
Audience size is the estimated number of people in Germany who actively search for Home-improvement center. 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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