Major appliance Audience in Germany
Major appliance has an estimated audience of 591,976 people in Germany. 56.9% are female, 43.1% are male, average age 42.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Western Union, Robotic vacuum cleaner, Kitchenware, Refrigerator, Home Appliances.
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 Western Union, Robotic vacuum cleaner, Kitchenware, with strongest over-indexing on Western Union (13.15× 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, DIY Mentality. 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 Major appliance fans
| Metric | Value |
|---|---|
| Female | 56.9% |
| Male | 43.1% |
| Average age | 42.4 |
| Estimated audience size | 591,976 |
Audience persona
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 Western Union.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 146,287 | 1.13× |
| Bayern | 86,153 | 0.91× |
| Baden-Württemberg | 80,813 | 1× |
| Niedersachsen | 59,084 | 1.03× |
| Hessen | 48,728 | 1.08× |
| Berlin | 28,621 | 1.08× |
| Sachsen | 28,267 | 0.97× |
| Rheinland-Pfalz | 27,331 | 0.92× |
| Schleswig-Holstein | 23,283 | 1.1× |
| Thüringen | 17,062 | 1.13× |
| Brandenburg | 16,772 | 0.91× |
| Hamburg | 14,307 | 1.07× |
| Sachsen-Anhalt | 13,470 | 0.88× |
| Mecklenburg-Vorpommern | 11,713 | 1.04× |
| Bremen | 5,364 | 1.06× |
| Saarland | 5,066 | 0.7× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Western Union | 13.15× | Business & Career |
| Robotic vacuum cleaner | 53.44× | Home & Garden |
| Kitchenware | 11.32× | Home & Garden |
| Refrigerator | 8.64× | Home & Garden |
| Home Appliances | 5.63× | Home & Garden |
| Dishwasher | 14.73× | Home & Garden |
| Hisense | 17.63× | Technology & Electronics |
| CHECK24 | 3.28× | Business & Career |
| Netto Marken-Discount | 2.7× | Shopping |
| Miele | 10× | Home & Garden |
| Real property | 5.22× | Home & Garden |
| Tagesschau | 2.18× | Movies & TV |
| IKEA | 2.41× | Home & Garden |
| Garden furniture | 4.61× | Home & Garden |
| Ornamental plant | 3.85× | Home & Garden |
| REWE | 2.27× | Shopping |
| Aral AG | 2.49× | Cars & Mobility |
| Obi (store) | 2.13× | Shopping |
| Do it yourself (DIY) | 2.21× | Home & Garden |
| Tefal | 10.19× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 3.88 |
| DIY Mentality | THRILL | 2.2 |
| Design Affinity | PREMIUM | 1.91 |
| Sustainability | BALANCE | 1.81 |
| Pet Ownership | JOY | 1.62 |
| Healthy Lifestyle | BALANCE | 1.6 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.0% |
| Italy | 7.4% |
| Brazil | 6.5% |
See Major appliance 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 Major appliance have in Germany?
Major appliance has an estimated audience of 591,976 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
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.
Which brands do Major appliance fans like most?
Major appliance fans show strongest brand affinity for Western Union (13.15×), Robotic vacuum cleaner (53.44×), and Kitchenware (11.32×) over the country average.
Where do Major appliance fans live in Germany?
Major appliance fans in Germany are most concentrated in Nordrhein-Westfalen (reach 146,287), Bayern (reach 86,153), and Baden-Württemberg (reach 80,813). These three regions account for the largest share of the active audience.
What other brands do Major appliance fans also like?
Beyond Major appliance itself, the audience over-indexes on Robotic vacuum cleaner (53.44×), Kitchenware (11.32×), Refrigerator (8.64×), and Home Appliances (5.63×) compared to the Germany average.
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.