Rascasse Audience Intelligence

Major appliance Audience in Germany

A data profile of the people who buy, follow and care about Major appliance in Germany — modelled from more than twelve digital signal sources. Major appliance has an estimated audience of 591,976 people in Germany.

#4265among Topic in Germany#600in Home & Garden

The average Major appliance fan in Germany is 42.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Refrigerator, Robotic vacuum cleaner, Kitchenware, with strongest over-indexing on Refrigerator (9.67× the country average).

Demographically, the Major appliance audience skews more female with an average age of 42.4, and over-indexes on personality traits such as Quality Awareness, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Major appliance fan in Germany is more female, around 42.4 years old, with strong Quality Awareness tendencies and a notable affinity for Refrigerator.

Category: Home & Garden · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Major appliance profile in Germany.

Audience size
592K
in Germany
Gender
56.9%♀
43.1% male
Age
42.4
average years
Country rank
#10220
Topic in Germany
Fig. 01

Search interest · 12-month trend

-66%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Major appliance fans

56.9% are female, 43.1% are male, average age 42.4.

Fig. 02

Gender split

56.9%
Female
43.1%
Male
Demographic split for Major appliance audience in Germany
MetricValue
Female56.9%
Male43.1%
Average age42.4
Estimated audience size591,976
Fig. 03

Age distribution

Ø 42.4
average years
Age distribution of the Major appliance audience in Germany
Age bracketShare%
16-197%
20-2918%
30-3926%
40-4931%
50+18%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Major appliance audience comes from Germany.

Worldwide audience distribution share by country for Major appliance
CountryShare
United States25.0%
Italy7.4%
Brazil6.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Major appliance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Major appliance fans by region: top regions in Germany
#RegionReachAffinity×
01Thüringen~20K1.11×
02Nordrhein-Westfalen~100K1.10×
03Schleswig-Holstein~20K1.09×
04Hessen~50K1.07×
05Hamburg~10K1.05×
06Mecklenburg-Vorpommern~10K1.05×
07Bremen~5K1.05×
08Berlin~30K1.03×
09Niedersachsen~60K1.02×
10Baden-Württemberg~80K0.99×
11Sachsen~30K0.97×
12Rheinland-Pfalz~30K0.93×
13Brandenburg~20K0.93×
14Sachsen-Anhalt~10K0.93×
15Bayern~80K0.89×
16Saarland~6K0.86×
Fig. 06

Affinity by region

Affinity by region — Major appliance, Germany
0.86×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Major appliance audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Major appliance audience
#·InterestCategoryAffinity×
01Robotic vacuum cleanerHome & Garden42.17×
02SieMaticHome & Garden24.42×
03HisenseTechnology & Electronics21.27×
04DishwasherHome & Garden12.77×
05TefalHome & Garden12.61×
06RefrigeratorHome & Garden9.67×
07MieleHome & Garden9.55×
08KitchenwareHome & Garden8.25×
09Ornamental plantHome & Garden6.84×
10Non-alcoholic beverageFood & Beverages6.30×
11Peter HahnFashion & Accessoires5.47×
12Home AppliancesHome & Garden4.30×
13Western UnionBusiness & Career3.91×
14Garden furnitureHome & Garden3.81×
15CHECK24Business & Career2.98×
16Netto Marken-DiscountShopping2.67×
17PostbankBusiness & Career2.57×
18REWEShopping2.13×
19TagesschauMovies & TV1.77×
20AldiShopping1.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Major appliance audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Major appliance audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM3.49×
IndulgenceJOY1.90×
Convenience OrientationPREMIUM1.65×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Major appliance audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.75×
Social Media UsageJOY0.78×
Risk AppetiteTHRILL0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Major appliance have in Germany?

Major appliance has an estimated audience of 591,976 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Major appliance fans?

56.9% of Major appliance fans are female, 43.1% are male, with an average age of 42.4 years.

03

Which brands do Major appliance fans like most?

Major appliance fans show strongest brand affinity for Refrigerator (9.67×), Robotic vacuum cleaner (42.17×), and Kitchenware (8.25×) over the country average.

04

Where do Major appliance fans live in Germany?

Major appliance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~80K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Major appliance fans also like?

Beyond Major appliance itself, the audience over-indexes on Robotic vacuum cleaner (42.17×), Kitchenware (8.25×), Ornamental plant (6.84×), and Hisense (21.27×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in Germany

See Major appliance audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Major appliance. 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.

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