Household hardware Audience in Germany
Household hardware has an estimated audience of 456,800 people in Germany. 40.7% are female, 59.3% are male, average age 44.5. Top brand affinities: Rossmann, Progressive rock, Artistic inspiration, VfL Wolfsburg, Home Office.
Top brand affinities include Rossmann, Progressive rock, Artistic inspiration, with strongest over-indexing on Rossmann (1.6× the country average). Demographically, the Household hardware audience skews more male with an average age of 44.5, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Category: Home & Garden · Type: Topic
Demographics of Household hardware fans
| Metric | Value |
|---|---|
| Female | 40.7% |
| Male | 59.3% |
| Average age | 44.5 |
| Estimated audience size | 456,800 |
Audience persona
The typical Household hardware fan in Germany is more male, around 44.5 years old, with strong DIY Mentality tendencies and a notable affinity for Rossmann.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.6× | Shopping |
| Progressive rock | 2.79× | Music & Radio |
| Artistic inspiration | 1.92× | Arts & Culture |
| VfL Wolfsburg | 2.39× | Sports |
| Home Office | 1.64× | Business & Career |
| Pillow | 1.55× | Home & Garden |
| Urban Outfitters | 1.64× | Shopping |
| Stucco | 2.38× | Home & Garden |
| Vijesti.ba | 3.75× | News |
| Jack White | 1.62× | Movies & TV |
| Braun Büffel | 6.6× | Fashion & Accessoires |
| MK | 2.1× | Music & Radio |
| Natural rubber | 1.63× | Cars & Mobility |
| Home Delivery | 1.93× | Food & Beverages |
| Schweinshaxe | 2.91× | Food & Beverages |
| Icon (magazine) | 1.51× | Arts & Culture |
| Metamorphoses | 1.89× | Literature |
| Google Home | 3.21× | Technology & Electronics |
| Assisi | 3.3× | Travel & Leisure |
| Zamalek SC | 3.4× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 3.99 |
| Quality Awareness | PREMIUM | 1.58 |
| Convenience Orientation | PREMIUM | 1.5 |
| Pet Ownership | JOY | 1.45 |
| Family Orientation | CONSERVATISM | 1.32 |
| Need for Security | CONSERVATISM | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 26.7% |
| Germany | 6.0% |
| Australia | 5.9% |
See Household hardware 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)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Household hardware. 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.