Rascasse Audience Intelligence

Mattress Audience in Germany

A data profile of the people who buy, follow and care about Mattress in Germany — modelled from more than twelve digital signal sources. Mattress has an estimated audience of 3,521,128 people in Germany.

#1068among Topic in Germany#140in Home & Garden

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 DIY Mentality, Design Affinity.

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

The typical Mattress fan in Germany is more female, around 39.7 years old, with strong DIY Mentality tendencies and a notable affinity for Pillow.

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 Mattress profile in Germany.

Audience size
3.5M
in Germany
Gender
68.0%♀
32.0% male
Age
39.7
average years
Country rank
#1732
Topic in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mattress fans

68.0% are female, 32.0% are male, average age 39.7.

Fig. 02

Gender split

68.0%
Female
32.0%
Male
Demographic split for Mattress audience in Germany
MetricValue
Female68.0%
Male32.0%
Average age39.7
Estimated audience size3,521,128
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Mattress audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3922%
40-4923%
50+19%
Fig. 04

Worldwide distribution

1.9%

of the worldwide Mattress audience comes from Germany.

Worldwide audience distribution share by country for Mattress
CountryShare
United States20.6%
Japan7.8%
United Kingdom4.5%
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 Mattress audience in Germany is strongest.

Fig. 05

Top regions by affinity

Mattress fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~200K1.15×
02Baden-Württemberg~500K1.10×
03Nordrhein-Westfalen~800K1.08×
04Hamburg~90K1.08×
05Bayern~600K1.05×
06Hessen~300K1.05×
07Niedersachsen~400K1.03×
08Rheinland-Pfalz~200K1.01×
09Schleswig-Holstein~100K1.00×
10Bremen~30K1.00×
11Brandenburg~100K0.99×
12Mecklenburg-Vorpommern~70K0.99×
13Sachsen~200K0.96×
14Saarland~40K0.87×
15Thüringen~80K0.86×
16Sachsen-Anhalt~80K0.84×
Fig. 06

Affinity by region

Affinity by region — Mattress, Germany
0.84×1.00×1.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mattress audience
#·InterestCategoryAffinity×
01Sofa bedHome & Garden20.59×
02Bed frameHome & Garden20.19×
03PillowHome & Garden17.73×
04BlanketHome & Garden16.34×
05Bed sheetHome & Garden15.52×
06BeddingHome & Garden15.28×
07Dänisches BettenlagerHome & Garden14.95×
08Bedroom furnitureHome & Garden12.27×
09Bett1Home & Garden11.98×
10Dining roomHome & Garden10.35×
11Home decorating ideasHome & Garden9.25×
12Zara HomeHome & Garden8.87×
13ChairHome & Garden6.47×
14BedHome & Garden6.16×
15Garden furnitureHome & Garden5.93×
16Home repairHome & Garden5.87×
17Living roomHome & Garden5.59×
18BedroomHome & Garden5.09×
19Home constructionHome & Garden4.53×
20IKEAHome & Garden2.93×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mattress 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 Mattress audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.29×
Design AffinityPREMIUM2.12×
Quality AwarenessPREMIUM1.78×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mattress audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.56×
ExtroversionTHRILL0.75×
Risk AppetiteTHRILL0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Mattress fans live in Germany?

Mattress fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~600K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Mattress audiences in other countries

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.

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