Rascasse Audience Intelligence

Modernism Audience in Germany

A data profile of the people who buy, follow and care about Modernism in Germany — modelled from more than twelve digital signal sources. Modernism has an estimated audience of 1,628,341 people in Germany.

#14among Art movement in Germany#2273among Topic in Germany#53in Arts & Culture

The average Modernism fan in Germany is 36.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Alvar Aalto, IKEA, Family, with strongest over-indexing on Alvar Aalto (40.33× the country average).

Demographically, the Modernism audience skews more female with an average age of 36.2, 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.

The typical Modernism fan in Germany is more female, around 36.2 years old, with strong Design Affinity tendencies and a notable affinity for Alvar Aalto.

Category: Arts & Culture · Type: Topic · Subtype: Art movement

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 Modernism profile in Germany.

Audience size
1.6M
in Germany
Gender
62.1%♀
37.9% male
Age
36.2
average years
Country rank
#4126
Topic in Germany
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Modernism fans

62.1% are female, 37.9% are male, average age 36.2.

Fig. 02

Gender split

62.1%
Female
37.9%
Male
Demographic split for Modernism audience in Germany
MetricValue
Female62.1%
Male37.9%
Average age36.2
Estimated audience size1,628,341
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the Modernism audience in Germany
Age bracketShare%
16-1924%
20-2923%
30-3921%
40-4920%
50+12%
Fig. 04

Worldwide distribution

4.0%

of the worldwide Modernism audience comes from Germany.

Worldwide audience distribution share by country for Modernism
CountryShare
United States20.1%
China7.8%
Italy6.0%
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 Modernism audience in Germany is strongest.

Fig. 05

Top regions by affinity

Modernism fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~100K1.56×
02Bremen~20K1.10×
03Saarland~20K1.03×
04Hessen~100K1.02×
05Rheinland-Pfalz~80K1.00×
06Mecklenburg-Vorpommern~30K0.99×
07Sachsen-Anhalt~40K0.98×
08Thüringen~40K0.98×
09Hamburg~40K0.97×
10Brandenburg~50K0.96×
11Bayern~200K0.95×
12Sachsen~80K0.95×
13Schleswig-Holstein~60K0.94×
14Baden-Württemberg~200K0.91×
15Niedersachsen~100K0.90×
16Nordrhein-Westfalen~300K0.88×
Fig. 06

Affinity by region

Affinity by region — Modernism, Germany
0.88×1.00×1.56×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Modernism audience
#·InterestCategoryAffinity×
01Alvar AaltoHome & Garden40.33×
02Frank Lloyd WrightHome & Garden15.61×
03Art NouveauArts & Culture12.40×
04Conceptual artArts & Culture4.13×
05Tour de FranceSports3.82×
06Abstract artArts & Culture3.77×
07Art exhibitionArts & Culture3.68×
08First-time buyerShopping3.68×
09Starter homeHome & Garden3.49×
10Modern architectureArts & Culture3.11×
11Modern artArts & Culture3.04×
12Ornamental plantHome & Garden2.86×
13Contemporary artArts & Culture2.84×
14EtsyFashion & Accessoires2.83×
15IKEAHome & Garden2.51×
16Do it yourself (DIY)Home & Garden2.28×
17FamilyKids & Family2.22×
18TagesschauMovies & TV1.92×
19NatureHome & Garden1.78×
20GermanyTravel & Leisure1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Modernism 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 Modernism audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.83×
Quality AwarenessPREMIUM2.09×
SustainabilityBALANCE1.93×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Modernism audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.91×
Convenience OrientationPREMIUM0.92×
Need for SecurityCONSERVATISM1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Modernism have in Germany?

Modernism has an estimated audience of 1,628,341 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Modernism fans?

62.1% of Modernism fans are female, 37.9% are male, with an average age of 36.2 years.

03

Which brands do Modernism fans like most?

Modernism fans show strongest brand affinity for Alvar Aalto (40.33×), IKEA (2.51×), and Family (2.22×) over the country average.

04

Where do Modernism fans live in Germany?

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

05

What other brands do Modernism fans also like?

Beyond Modernism itself, the audience over-indexes on IKEA (2.51×), Family (2.22×), Do it yourself (DIY) (2.28×), and Germany (1.6×) compared to the Germany average.

Appendix

Explore more audiences

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

More Art movement audiences in Germany

See Modernism audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →