Lighting Audience in Germany
Lighting has an estimated audience of 3,380,614 people in Germany. 46.6% are female, 53.4% are male, average age 41.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Pillow, Renovation, Satire, LED lamp, Vegetable Gardening.
The average Lighting fan in Germany is 41.6 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Pillow, Renovation, Satire, with strongest over-indexing on Pillow (5.66× the country average). Demographically, the Lighting audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. 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 Lighting fans
| Metric | Value |
|---|---|
| Female | 46.6% |
| Male | 53.4% |
| Average age | 41.6 |
| Estimated audience size | 3,380,614 |
Audience persona
The typical Lighting fan in Germany is balanced, around 41.6 years old, with strong DIY Mentality tendencies and a notable affinity for Pillow.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 797,280 | 1.08× |
| Bayern | 536,158 | 0.99× |
| Baden-Württemberg | 432,469 | 0.94× |
| Niedersachsen | 322,435 | 0.98× |
| Hessen | 236,954 | 0.92× |
| Thüringen | 190,110 | 2.21× |
| Sachsen | 167,601 | 1.01× |
| Rheinland-Pfalz | 157,918 | 0.93× |
| Berlin | 133,021 | 0.88× |
| Schleswig-Holstein | 105,418 | 0.87× |
| Brandenburg | 98,701 | 0.94× |
| Sachsen-Anhalt | 85,337 | 0.97× |
| Hamburg | 71,076 | 0.93× |
| Mecklenburg-Vorpommern | 50,121 | 0.78× |
| Saarland | 32,588 | 0.78× |
| Bremen | 22,843 | 0.79× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Pillow | 5.66× | Home & Garden |
| Renovation | 3.26× | Home & Garden |
| Satire | 4.63× | Literature |
| LED lamp | 6.42× | Home & Garden |
| Vegetable Gardening | 5.84× | Food & Beverages |
| Headphones | 4.93× | Technology & Electronics |
| Tagesschau | 1.72× | Movies & TV |
| Do it yourself (DIY) | 1.92× | Home & Garden |
| Onet.pl | 5.41× | News |
| Obi (store) | 1.67× | Shopping |
| Family | 1.51× | Kids & Family |
| German television comedy | 4.2× | Movies & TV |
| FRITZ!Box | 2.2× | Technology & Electronics |
| Efficient energy use | 2.38× | Technology & Electronics |
| North Rhine-Westphalia | 1.85× | Travel & Leisure |
| Home improvement | 1.6× | Home & Garden |
| Photovoltaics | 2.69× | Home & Garden |
| Vacations | 1.9× | Travel & Leisure |
| Solar power | 2.44× | Home & Garden |
| AutoScout24 | 1.63× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.37 |
| Quality Awareness | PREMIUM | 2.16 |
| Design Affinity | PREMIUM | 2.02 |
| Luxury Orientation | PREMIUM | 1.55 |
| Convenience Orientation | PREMIUM | 1.5 |
| Early Adopter Mentality | POWER | 1.43 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.8% |
| United Kingdom | 7.7% |
| Japan | 4.4% |
See Lighting 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 Lighting have in Germany?
Lighting has an estimated audience of 3,380,614 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lighting fans?
46.6% of Lighting fans are female, 53.4% are male, with an average age of 41.6 years.
Which brands do Lighting fans like most?
Lighting fans show strongest brand affinity for Pillow (5.66×), Renovation (3.26×), and Satire (4.63×) over the country average.
Where do Lighting fans live in Germany?
Lighting fans in Germany are most concentrated in Nordrhein-Westfalen (reach 797,280), Bayern (reach 536,158), and Baden-Württemberg (reach 432,469). These three regions account for the largest share of the active audience.
What other brands do Lighting fans also like?
Beyond Lighting itself, the audience over-indexes on Renovation (3.26×), Satire (4.63×), LED lamp (6.42×), and Vegetable Gardening (5.84×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Lighting. 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.