Mattress Audience in Germany
Mattress has an estimated audience of 3,521,128 people in Germany. 68.0% are female, 32.0% are male, average age 39.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Pillow, Bedding, Sofa bed, Bedroom furniture, Blanket.
The average Mattress fan in Germany is 39.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Pillow, Bedding, Sofa bed, with strongest over-indexing on Pillow (17.73× the country average). Demographically, the Mattress audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Design Affinity, 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 Mattress fans
| Metric | Value |
|---|---|
| Female | 68.0% |
| Male | 32.0% |
| Average age | 39.7 |
| Estimated audience size | 3,521,128 |
Audience persona
The typical Mattress fan in Germany is more female, around 39.7 years old, with strong Design Affinity tendencies and a notable affinity for Pillow.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 870,121 | 1.13× |
| Bayern | 616,564 | 1.09× |
| Baden-Württemberg | 551,821 | 1.15× |
| Niedersachsen | 349,787 | 1.02× |
| Hessen | 287,192 | 1.07× |
| Berlin | 184,568 | 1.17× |
| Rheinland-Pfalz | 180,195 | 1.02× |
| Sachsen | 168,101 | 0.97× |
| Schleswig-Holstein | 126,217 | 1× |
| Brandenburg | 105,006 | 0.96× |
| Hamburg | 88,837 | 1.12× |
| Thüringen | 71,023 | 0.79× |
| Sachsen-Anhalt | 70,764 | 0.78× |
| Mecklenburg-Vorpommern | 63,495 | 0.94× |
| Saarland | 35,153 | 0.81× |
| Bremen | 29,254 | 0.97× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Pillow | 17.73× | Home & Garden |
| Bedding | 15.28× | Home & Garden |
| Sofa bed | 20.59× | Home & Garden |
| Bedroom furniture | 12.27× | Home & Garden |
| Blanket | 16.34× | Home & Garden |
| Dining room | 10.35× | Home & Garden |
| Bed sheet | 15.52× | Home & Garden |
| Bed frame | 20.19× | Home & Garden |
| Bed | 6.16× | Home & Garden |
| Chair | 6.47× | Home & Garden |
| Dänisches Bettenlager | 14.95× | Home & Garden |
| Home decorating ideas | 9.25× | Home & Garden |
| Home repair | 5.87× | Home & Garden |
| Living room | 5.59× | Home & Garden |
| Home construction | 4.53× | Home & Garden |
| Bedroom | 5.09× | Home & Garden |
| Bett1 | 11.98× | Home & Garden |
| Zara Home | 8.87× | Home & Garden |
| Garden furniture | 5.93× | Home & Garden |
| IKEA | 2.93× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.87 |
| Quality Awareness | PREMIUM | 1.62 |
| DIY Mentality | THRILL | 1.53 |
| Creativity | OPEN | 1.36 |
| Sustainability | BALANCE | 1.28 |
| Family Orientation | CONSERVATISM | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 7.8% |
| United Kingdom | 4.5% |
See Mattress 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 Mattress have in Germany?
Mattress has an estimated audience of 3,521,128 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Mattress fans?
68.0% of Mattress fans are female, 32.0% are male, with an average age of 39.7 years.
Which brands do Mattress fans like most?
Mattress fans show strongest brand affinity for Pillow (17.73×), Bedding (15.28×), and Sofa bed (20.59×) over the country average.
Where do Mattress fans live in Germany?
Mattress fans in Germany are most concentrated in Nordrhein-Westfalen (reach 870,121), Bayern (reach 616,564), and Baden-Württemberg (reach 551,821). These three regions account for the largest share of the active audience.
What other brands do Mattress fans also like?
Beyond Mattress itself, the audience over-indexes on Bedding (15.28×), Sofa bed (20.59×), Bedroom furniture (12.27×), and Blanket (16.34×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Mattress. 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.