A data profile of the people who buy, follow and care about Household hardware in Germany — modelled from more than twelve digital signal sources. Household hardware has an estimated audience of 456,800 people 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: toom Baumarkt, Vacuum cleaner, Hardware store, Ornamental plant, Washing machine.
Top brand affinities include toom Baumarkt, Vacuum cleaner, Hardware store, with strongest over-indexing on toom Baumarkt (16.47× 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, Convenience Orientation.
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 toom Baumarkt.
The key figures that characterise the Household hardware profile in Germany.
40.7% are female, 59.3% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 40.7% |
| Male | 59.3% |
| Average age | 44.5 |
| Estimated audience size | 456,800 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 24% | |
| 40-49 | 29% | |
| 50+ | 26% |
of the worldwide Household hardware audience comes from Germany.
| Country | Share |
|---|---|
| United States | 26.6% |
| Germany | 6.0% |
| Australia | 5.9% |
The strongest cross-interests of the Household hardware audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Zero-energy building | Home & Garden | 41.82× | ||
| 02 | toom Baumarkt | Shopping | 16.47× | ||
| 03 | Washing machine | Home & Garden | 11.75× | ||
| 04 | Vacuum cleaner | Home & Garden | 11.53× | ||
| 05 | Dishwasher | Home & Garden | 10.38× | ||
| 06 | Heath Ledger | Movies & TV | 9.77× | ||
| 07 | DeWalt | Home & Garden | 9.50× | ||
| 08 | Makita | Home & Garden | 9.37× | ||
| 09 | Hellweg | Home & Garden | 9.28× | ||
| 10 | Lawn mower | Home & Garden | 8.57× | ||
| 11 | Ornamental plant | Home & Garden | 7.65× | ||
| 12 | Hardware store | Home & Garden | 7.64× | ||
| 13 | German cuisine | Food & Beverages | 5.96× | ||
| 14 | Garden furniture | Home & Garden | 5.68× | ||
| 15 | Air conditioning | Technology & Electronics | 5.09× | ||
| 16 | Refrigerator | Home & Garden | 4.45× | ||
| 17 | Hornbach | Shopping | 2.75× | ||
| 18 | Müller (company) | Food & Beverages | 2.64× | ||
| 19 | Obi (store) | Shopping | 2.61× | ||
| 20 | Tagesschau | Movies & TV | 2.06× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 3.17× | |
| Convenience Orientation | PREMIUM | 1.80× | |
| Indulgence | JOY | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.68× | |
| Creativity | OPEN | 0.72× | |
| Sustainability | BALANCE | 0.73× |
Related profiles, rankings and the same audience in other markets.
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.
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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