Homemaking Audience in Germany
Homemaking has an estimated audience of 1,407,774 people in Germany. 62.1% are female, 37.9% are male, average age 40.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Do it yourself (DIY), Commercial property, Primark, Terraced house, CC cream.
The average Homemaking fan in Germany is 40.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Do it yourself (DIY), Commercial property, Primark, with strongest over-indexing on Do it yourself (DIY) (5.05× the country average). Demographically, the Homemaking audience skews more female with an average age of 40.6, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. 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
Demographics of Homemaking fans
| Metric | Value |
|---|---|
| Female | 62.1% |
| Male | 37.9% |
| Average age | 40.6 |
| Estimated audience size | 1,407,774 |
Audience persona
The typical Homemaking fan in Germany is more female, around 40.6 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 250,507 | 0.81× |
| Bayern | 218,297 | 0.96× |
| Baden-Württemberg | 160,793 | 0.84× |
| Hessen | 115,851 | 1.08× |
| Niedersachsen | 96,769 | 0.71× |
| Berlin | 77,336 | 1.23× |
| Rheinland-Pfalz | 49,873 | 0.71× |
| Sachsen | 42,120 | 0.61× |
| Sachsen-Anhalt | 35,264 | 0.97× |
| Thüringen | 34,731 | 0.97× |
| Schleswig-Holstein | 31,408 | 0.62× |
| Brandenburg | 29,842 | 0.68× |
| Hamburg | 29,761 | 0.94× |
| Saarland | 28,151 | 1.63× |
| Bremen | 27,626 | 2.29× |
| Mecklenburg-Vorpommern | 25,621 | 0.95× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Do it yourself (DIY) | 5.05× | Home & Garden |
| Commercial property | 22.81× | Business & Career |
| Primark | 5.71× | Shopping |
| Terraced house | 8× | Home & Garden |
| CC cream | 13.48× | Beauty & Wellness |
| FlixBus | 5.54× | Cars & Mobility |
| Trabzonspor | 7.7× | Sports |
| Semi-detached | 8.44× | Home & Garden |
| Child care | 5.06× | Kids & Family |
| Chivas Regal | 19.88× | Food & Beverages |
| IKEA | 2.26× | Home & Garden |
| Hendrick's Gin | 15.52× | Food & Beverages |
| Kitchenware | 4.07× | Home & Garden |
| Efficient energy use | 3.44× | Technology & Electronics |
| Single-family detached home | 4.58× | Home & Garden |
| Children's clothing | 3.22× | Fashion & Accessoires |
| Pampers | 4.82× | Kids & Family |
| Family | 1.89× | Kids & Family |
| Dyson | 4.08× | Home & Garden |
| Jameson Irish Whiskey | 14.49× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 3.43 |
| Quality Awareness | PREMIUM | 2.39 |
| Family Orientation | CONSERVATISM | 2.1 |
| Indulgence | JOY | 2.02 |
| Design Affinity | PREMIUM | 2.02 |
| Luxury Orientation | PREMIUM | 1.84 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.8% |
| Brazil | 18.4% |
| Japan | 6.8% |
See Homemaking 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 Homemaking have in Germany?
Homemaking has an estimated audience of 1,407,774 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Homemaking fans?
62.1% of Homemaking fans are female, 37.9% are male, with an average age of 40.6 years.
Which brands do Homemaking fans like most?
Homemaking fans show strongest brand affinity for Do it yourself (DIY) (5.05×), Commercial property (22.81×), and Primark (5.71×) over the country average.
Where do Homemaking fans live in Germany?
Homemaking fans in Germany are most concentrated in Nordrhein-Westfalen (reach 250,507), Bayern (reach 218,297), and Baden-Württemberg (reach 160,793). These three regions account for the largest share of the active audience.
What other brands do Homemaking fans also like?
Beyond Homemaking itself, the audience over-indexes on Commercial property (22.81×), Primark (5.71×), Terraced house (8×), and CC cream (13.48×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Homemaking. 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.