Multi-tool Audience in Germany
Multi-tool has an estimated audience of 2,464,435 people in Germany. 29.4% are female, 70.6% are male, average age 40.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Bauhaus, Drill bit, Screw, Power tool, Hornbach.
The average Multi-tool fan in Germany is 40.3 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Bauhaus, Drill bit, Screw, with strongest over-indexing on Bauhaus (6.92× the country average). Demographically, the Multi-tool audience skews more male with an average age of 40.3, and over-indexes on personality traits such as DIY Mentality, Patriotism. 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 Multi-tool fans
| Metric | Value |
|---|---|
| Female | 29.4% |
| Male | 70.6% |
| Average age | 40.3 |
| Estimated audience size | 2,464,435 |
Audience persona
The typical Multi-tool fan in Germany is more male, around 40.3 years old, with strong DIY Mentality tendencies and a notable affinity for Bauhaus.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 584,071 | 1.08× |
| Bayern | 380,496 | 0.96× |
| Baden-Württemberg | 331,802 | 0.99× |
| Niedersachsen | 273,213 | 1.14× |
| Hessen | 171,329 | 0.91× |
| Rheinland-Pfalz | 125,695 | 1.02× |
| Sachsen | 125,159 | 1.04× |
| Berlin | 94,275 | 0.86× |
| Schleswig-Holstein | 83,712 | 0.95× |
| Sachsen-Anhalt | 77,780 | 1.22× |
| Brandenburg | 77,577 | 1.01× |
| Thüringen | 72,380 | 1.15× |
| Mecklenburg-Vorpommern | 46,431 | 0.99× |
| Hamburg | 46,115 | 0.83× |
| Saarland | 33,420 | 1.1× |
| Bremen | 16,816 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bauhaus | 6.92× | Shopping |
| Drill bit | 14.19× | Home & Garden |
| Screw | 13.22× | Home & Garden |
| Power tool | 7.37× | Home & Garden |
| Hornbach | 3.75× | Shopping |
| Gardener | 4.36× | Home & Garden |
| Obi (store) | 2.31× | Shopping |
| Globus Baumarkt | 2.47× | Shopping |
| Tedox | 3.8× | Shopping |
| Garden centre | 3.74× | Home & Garden |
| Floriculture | 17.07× | Home & Garden |
| Circular saw | 18.16× | Home & Garden |
| Bungalow | 4.87× | Home & Garden |
| Greenhouse | 5.07× | Home & Garden |
| Chainsaw | 6.66× | Home & Garden |
| Gardena (company) | 7.46× | Shopping |
| Garden tool | 4.43× | Home & Garden |
| Plasterwork | 10.39× | Home & Garden |
| Lawn mower | 4.97× | Home & Garden |
| Electrical wiring | 4.16× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.37 |
| Patriotism | CONSERVATISM | 1.78 |
| Need for Security | CONSERVATISM | 1.46 |
| Convenience Orientation | PREMIUM | 1.46 |
| Luxury Orientation | PREMIUM | 1.43 |
| Sports Activity | POWER | 1.27 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 35.1% |
| Germany | 6.6% |
| United Kingdom | 4.9% |
See Multi-tool 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 Multi-tool have in Germany?
Multi-tool has an estimated audience of 2,464,435 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Multi-tool fans?
29.4% of Multi-tool fans are female, 70.6% are male, with an average age of 40.3 years.
Which brands do Multi-tool fans like most?
Multi-tool fans show strongest brand affinity for Bauhaus (6.92×), Drill bit (14.19×), and Screw (13.22×) over the country average.
Where do Multi-tool fans live in Germany?
Multi-tool fans in Germany are most concentrated in Nordrhein-Westfalen (reach 584,071), Bayern (reach 380,496), and Baden-Württemberg (reach 331,802). These three regions account for the largest share of the active audience.
What other brands do Multi-tool fans also like?
Beyond Multi-tool itself, the audience over-indexes on Drill bit (14.19×), Screw (13.22×), Power tool (7.37×), and Hornbach (3.75×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Multi-tool. 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.