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: toom Baumarkt, Hardware store, Vacuum cleaner, Washing machine, Obi (store).
Top brand affinities include toom Baumarkt, Hardware store, Vacuum cleaner, with strongest over-indexing on toom Baumarkt (17.45× 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 toom Baumarkt.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| toom Baumarkt | 17.45× | Shopping |
| Hardware store | 9.13× | Home & Garden |
| Vacuum cleaner | 9.98× | Home & Garden |
| Washing machine | 13.13× | Home & Garden |
| Obi (store) | 3.75× | Shopping |
| Makita | 9.37× | Home & Garden |
| Garden furniture | 5.79× | Home & Garden |
| Household goods | 7.23× | Home & Garden |
| German cuisine | 5.92× | Food & Beverages |
| Lawn mower | 7.69× | Home & Garden |
| Aral AG | 3× | Cars & Mobility |
| Ornamental plant | 4.12× | Home & Garden |
| Tagesschau | 2.18× | Movies & TV |
| DeWalt | 8.93× | Home & Garden |
| Saturn (store) | 3.7× | Shopping |
| Richard Gere | 8.22× | Movies & TV |
| Solar power | 3.93× | Home & Garden |
| Wetter.com | 2.58× | Home & Garden |
| REWE | 2.13× | Shopping |
| Home improvement | 2.26× | Home & Garden |
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.