Household Audience in Germany
Household has an estimated audience of 4,503,714 people in Germany. 56.9% are female, 43.1% are male, average age 42.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Rossmann, CAC 40, Stradivarius, Mothercare, Škoda Kodiaq.
The average Household fan in Germany is 42.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Rossmann, CAC 40, Stradivarius, with strongest over-indexing on Rossmann (2.03× the country average). Demographically, the Household audience skews more female with an average age of 42.6, 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
Demographics of Household fans
| Metric | Value |
|---|---|
| Female | 56.9% |
| Male | 43.1% |
| Average age | 42.6 |
| Estimated audience size | 4,503,714 |
Audience persona
The typical Household fan in Germany is more female, around 42.6 years old, with strong DIY Mentality tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,034,725 | 1.05× |
| Bayern | 721,854 | 1× |
| Baden-Württemberg | 584,088 | 0.95× |
| Niedersachsen | 407,226 | 0.93× |
| Berlin | 379,351 | 1.88× |
| Hessen | 343,367 | 1× |
| Sachsen | 256,267 | 1.16× |
| Rheinland-Pfalz | 209,216 | 0.93× |
| Brandenburg | 147,595 | 1.06× |
| Schleswig-Holstein | 143,578 | 0.89× |
| Hamburg | 106,574 | 1.05× |
| Thüringen | 99,593 | 0.87× |
| Sachsen-Anhalt | 97,285 | 0.83× |
| Mecklenburg-Vorpommern | 63,864 | 0.74× |
| Saarland | 38,484 | 0.7× |
| Bremen | 37,285 | 0.97× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 2.03× | Shopping |
| CAC 40 | 1.78× | Business & Career |
| Stradivarius | 1.92× | Shopping |
| Mothercare | 2.13× | Kids & Family |
| Škoda Kodiaq | 2× | Cars & Mobility |
| Corfu (regional unit) | 2.26× | Travel & Leisure |
| Home Delivery | 1.96× | Food & Beverages |
| Sixx | 2.14× | Movies & TV |
| Bank account | 1.89× | Business & Career |
| Emil Nolde | 3.37× | Arts & Culture |
| Kodi (software) | 1.76× | Technology & Electronics |
| Cachorro | 2.1× | Pets & Animals |
| Esra Erol | 3.29× | Movies & TV |
| Volvo V60 | 2.43× | Cars & Mobility |
| Peat | 3.64× | |
| Ipekyol | 2.07× | Shopping |
| Motion Picture Association of America | 3.6× | Movies & TV |
| Information sensitivity | 2.28× | Technology & Electronics |
| Justice | 1.59× | Politics & Society |
| Glashütte | 1.83× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.05 |
| Design Affinity | PREMIUM | 1.58 |
| Quality Awareness | PREMIUM | 1.54 |
| Indulgence | JOY | 1.53 |
| Family Orientation | CONSERVATISM | 1.49 |
| Creativity | OPEN | 1.44 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
See Household 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 Household have in Germany?
Household has an estimated audience of 4,503,714 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Household fans?
56.9% of Household fans are female, 43.1% are male, with an average age of 42.6 years.
Which brands do Household fans like most?
Household fans show strongest brand affinity for Rossmann (2.03×), CAC 40 (1.78×), and Stradivarius (1.92×) over the country average.
Where do Household fans live in Germany?
Household fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,034,725), Bayern (reach 721,854), and Baden-Württemberg (reach 584,088). These three regions account for the largest share of the active audience.
What other brands do Household fans also like?
Beyond Household itself, the audience over-indexes on CAC 40 (1.78×), Stradivarius (1.92×), Mothercare (2.13×), and Škoda Kodiaq (2×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Household. 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.