Rascasse Audience Intelligence

Mid-century modern Audience in Germany

A data profile of the people who buy, follow and care about Mid-century modern in Germany — modelled from more than twelve digital signal sources. Mid-century modern has an estimated audience of 1,611,579 people in Germany.

#2290among Topic in Germany#307in Home & Garden

The average Mid-century modern fan in Germany is 38.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include King of Mask Singer, David Attenborough, Andy Warhol, with strongest over-indexing on King of Mask Singer (67.13× the country average).

Demographically, the Mid-century modern audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Design Affinity, Sustainability.

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

The typical Mid-century modern fan in Germany is more female, around 38.1 years old, with strong Design Affinity tendencies and a notable affinity for King of Mask Singer.

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 Mid-century modern profile in Germany.

Audience size
1.6M
in Germany
Gender
66.3%♀
33.7% male
Age
38.1
average years
Country rank
#4166
Topic in Germany
Fig. 01

Search interest · 12-month trend

-39%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mid-century modern fans

66.3% are female, 33.7% are male, average age 38.1.

Fig. 02

Gender split

66.3%
Female
33.7%
Male
Demographic split for Mid-century modern audience in Germany
MetricValue
Female66.3%
Male33.7%
Average age38.1
Estimated audience size1,611,579
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Mid-century modern audience in Germany
Age bracketShare%
16-1918%
20-2923%
30-3923%
40-4922%
50+14%
Fig. 04

Worldwide distribution

9.6%

of the worldwide Mid-century modern audience comes from Germany.

Worldwide audience distribution share by country for Mid-century modern
CountryShare
United States31.1%
Japan12.9%
Germany9.6%
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 Mid-century modern audience in Germany is strongest.

Fig. 05

Top regions by affinity

Mid-century modern fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~100K1.46×
02Hamburg~50K1.33×
03Bremen~20K1.11×
04Bayern~300K1.09×
05Hessen~100K1.07×
06Nordrhein-Westfalen~400K1.05×
07Rheinland-Pfalz~80K1.01×
08Schleswig-Holstein~60K0.98×
09Niedersachsen~200K0.97×
10Saarland~20K0.96×
11Baden-Württemberg~200K0.93×
12Brandenburg~40K0.88×
13Mecklenburg-Vorpommern~30K0.87×
14Sachsen~70K0.86×
15Thüringen~40K0.85×
16Sachsen-Anhalt~30K0.81×
Fig. 06

Affinity by region

Affinity by region — Mid-century modern, Germany
0.81×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mid-century modern audience
#·InterestCategoryAffinity×
01King of Mask SingerMovies & TV67.13×
02David AttenboroughMovies & TV28.81×
03Andy WarholArts & Culture19.02×
04Antique furnitureHome & Garden17.61×
05Karl LagerfeldFashion & Accessoires9.78×
06Christmas decorationHome & Garden9.01×
07Tidal (service)Music & Radio8.55×
08BohemianismFashion & Accessoires7.31×
09Modern architectureArts & Culture6.18×
10Unique GiftsShopping5.16×
11First-time buyerShopping4.57×
12Art museumArts & Culture4.18×
13Art exhibitionArts & Culture3.89×
14EtsyFashion & Accessoires3.73×
15HouseplantHome & Garden3.71×
16Contemporary artArts & Culture3.08×
17Do it yourself (DIY)Home & Garden3.00×
18RyanairTravel & Leisure2.65×
19Home improvementHome & Garden2.14×
20IKEAHome & Garden2.02×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mid-century modern 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 Mid-century modern audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM5.29×
SustainabilityBALANCE2.54×
Quality AwarenessPREMIUM2.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mid-century modern audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.63×
Price SensitivityPREMIUM0.81×
Family OrientationCONSERVATISM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mid-century modern have in Germany?

Mid-century modern has an estimated audience of 1,611,579 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Mid-century modern fans?

66.3% of Mid-century modern fans are female, 33.7% are male, with an average age of 38.1 years.

03

Which brands do Mid-century modern fans like most?

Mid-century modern fans show strongest brand affinity for King of Mask Singer (67.13×), David Attenborough (28.81×), and Andy Warhol (19.02×) over the country average.

04

Where do Mid-century modern fans live in Germany?

Mid-century modern fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Mid-century modern fans also like?

Beyond Mid-century modern itself, the audience over-indexes on David Attenborough (28.81×), Andy Warhol (19.02×), Modern architecture (6.18×), and Antique furniture (17.61×) 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 Mid-century modern audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Mid-century modern. 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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