Lumber Audience in Germany
Lumber has an estimated audience of 2,319,893 people in Germany. 46.2% are female, 53.8% are male, average age 43.5. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Bauhaus, Hornbach, Tree, Globus Baumarkt, Forestry.
The average Lumber fan in Germany is 43.5 years old, balanced, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Bauhaus, Hornbach, Tree, with strongest over-indexing on Bauhaus (2.81× the country average). Demographically, the Lumber audience skews balanced with an average age of 43.5, 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 Lumber fans
| Metric | Value |
|---|---|
| Female | 46.2% |
| Male | 53.8% |
| Average age | 43.5 |
| Estimated audience size | 2,319,893 |
Audience persona
The typical Lumber fan in Germany is balanced, around 43.5 years old, with strong DIY Mentality tendencies and a notable affinity for Bauhaus.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 600,523 | 1.61× |
| Nordrhein-Westfalen | 419,091 | 0.83× |
| Baden-Württemberg | 355,226 | 1.12× |
| Niedersachsen | 280,299 | 1.24× |
| Hessen | 147,069 | 0.83× |
| Rheinland-Pfalz | 141,973 | 1.22× |
| Sachsen | 117,163 | 1.03× |
| Schleswig-Holstein | 89,858 | 1.08× |
| Brandenburg | 82,440 | 1.15× |
| Thüringen | 78,601 | 1.33× |
| Sachsen-Anhalt | 65,078 | 1.08× |
| Berlin | 58,508 | 0.56× |
| Mecklenburg-Vorpommern | 44,957 | 1.02× |
| Hamburg | 29,504 | 0.56× |
| Saarland | 28,351 | 1× |
| Bremen | 6,762 | 0.34× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bauhaus | 2.81× | Shopping |
| Hornbach | 2.29× | Shopping |
| Tree | 2.77× | Home & Garden |
| Globus Baumarkt | 1.66× | Shopping |
| Forestry | 3.52× | Home & Garden |
| House | 1.57× | Home & Garden |
| Logging | 5.08× | Technology & Electronics |
| Agriculture | 1.78× | Business & Career |
| Water | 1.76× | Food & Beverages |
| Renovation | 1.74× | Home & Garden |
| Tchibo | 1.8× | Shopping |
| Power tool | 2.69× | Home & Garden |
| Ernsting's family | 2.06× | Shopping |
| Drop shipping | 1.7× | Shopping |
| Garden centre | 2.12× | Home & Garden |
| Plant | 1.52× | Home & Garden |
| Dresses | 1.55× | Fashion & Accessoires |
| Apartment | 1.56× | Business & Career |
| C&A | 1.62× | Shopping |
| Price | 1.66× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2 |
| Design Affinity | PREMIUM | 1.9 |
| Patriotism | CONSERVATISM | 1.78 |
| Quality Awareness | PREMIUM | 1.74 |
| Sustainability | BALANCE | 1.63 |
| Sports Activity | POWER | 1.52 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 30.9% |
| United Kingdom | 8.3% |
| Australia | 4.8% |
See Lumber 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 Lumber have in Germany?
Lumber has an estimated audience of 2,319,893 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Lumber fans?
46.2% of Lumber fans are female, 53.8% are male, with an average age of 43.5 years.
Which brands do Lumber fans like most?
Lumber fans show strongest brand affinity for Bauhaus (2.81×), Hornbach (2.29×), and Tree (2.77×) over the country average.
Where do Lumber fans live in Germany?
Lumber fans in Germany are most concentrated in Bayern (reach 600,523), Nordrhein-Westfalen (reach 419,091), and Baden-Württemberg (reach 355,226). These three regions account for the largest share of the active audience.
What other brands do Lumber fans also like?
Beyond Lumber itself, the audience over-indexes on Hornbach (2.29×), Tree (2.77×), Globus Baumarkt (1.66×), and Forestry (3.52×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Lumber. 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.