Hornbach Audience in Germany
Hornbach has an estimated audience of 13,881,067 people in Germany. 40.9% are female, 59.1% are male, average age 43.2. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Satire, Adriano Celentano, German television comedy, Western Union, Kurdistan.
The average Hornbach fan in Germany is 43.2 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Satire, Adriano Celentano, German television comedy, with strongest over-indexing on Satire (8.81× the country average). Demographically, the Hornbach audience skews more male with an average age of 43.2, and over-indexes on personality traits such as DIY Mentality, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Hardware store
Demographics of Hornbach fans
| Metric | Value |
|---|---|
| Female | 40.9% |
| Male | 59.1% |
| Average age | 43.2 |
| Estimated audience size | 13,881,067 |
Audience persona
The typical Hornbach fan in Germany is more male, around 43.2 years old, with strong DIY Mentality tendencies and a notable affinity for Satire.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,018,254 | 0.99× |
| Baden-Württemberg | 2,399,770 | 1.27× |
| Bayern | 2,079,282 | 0.93× |
| Niedersachsen | 1,748,107 | 1.3× |
| Rheinland-Pfalz | 1,015,495 | 1.46× |
| Hessen | 939,639 | 0.89× |
| Sachsen | 899,512 | 1.32× |
| Brandenburg | 680,884 | 1.58× |
| Berlin | 675,410 | 1.09× |
| Schleswig-Holstein | 339,958 | 0.68× |
| Sachsen-Anhalt | 298,106 | 0.83× |
| Hamburg | 213,605 | 0.68× |
| Thüringen | 172,945 | 0.49× |
| Bremen | 164,310 | 1.38× |
| Saarland | 146,852 | 0.86× |
| Mecklenburg-Vorpommern | 64,909 | 0.24× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Satire | 8.81× | Literature |
| Adriano Celentano | 23.84× | Music & Radio |
| German television comedy | 9.74× | Movies & TV |
| Western Union | 6.03× | Business & Career |
| Kurdistan | 11.35× | Travel & Leisure |
| Obi (store) | 2.53× | Shopping |
| Allgäu | 6.76× | Travel & Leisure |
| Netto Marken-Discount | 2.54× | Shopping |
| Fachhochschule | 8.05× | Business & Career |
| Bauhaus | 2.49× | Shopping |
| Tagesschau | 2.06× | Movies & TV |
| Casino | 5.74× | Games |
| Hardware store | 3.37× | Home & Garden |
| ICloud | 4.62× | Technology & Electronics |
| Headphones | 4.84× | Technology & Electronics |
| Pets | 1.59× | Pets & Animals |
| Family | 1.75× | Kids & Family |
| Gianna Nannini | 7.44× | Music & Radio |
| Transfermarkt | 2.34× | Sports |
| Country rap | 4.88× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.84 |
| Patriotism | CONSERVATISM | 1.28 |
| Pet Ownership | JOY | 1.27 |
| Need for Security | CONSERVATISM | 1.27 |
| Community Orientation | OPEN | 1.15 |
| Sports Activity | POWER | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 43.1% |
| Netherlands | 20.2% |
| Austria | 6.9% |
See Hornbach audiences in other countries
More Hardware store audiences in Germany
- Obi (store) (19,461,870)
- Bauhaus (16,532,923)
- Globus Baumarkt (14,781,981)
- Hagebaumarkt (8,824,387)
- Thomas Philipps (8,323,238)
Frequently asked questions
How many fans does Hornbach have in Germany?
Hornbach has an estimated audience of 13,881,067 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Hornbach fans?
40.9% of Hornbach fans are female, 59.1% are male, with an average age of 43.2 years.
Which brands do Hornbach fans like most?
Hornbach fans show strongest brand affinity for Satire (8.81×), Adriano Celentano (23.84×), and German television comedy (9.74×) over the country average.
Where do Hornbach fans live in Germany?
Hornbach fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,018,254), Baden-Württemberg (reach 2,399,770), and Bayern (reach 2,079,282). These three regions account for the largest share of the active audience.
What other brands do Hornbach fans also like?
Beyond Hornbach itself, the audience over-indexes on Adriano Celentano (23.84×), German television comedy (9.74×), Western Union (6.03×), and Kurdistan (11.35×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hornbach. 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.