Obi (store) Audience in Germany
Obi (store) has an estimated audience of 10,509,093 people in Germany. 55.5% are female, 44.5% are male, average age 44.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Bauhaus, Home-improvement center, Globus Baumarkt, Tedox, Hagebaumarkt.
The average Obi (store) fan in Germany is 44.0 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Bauhaus, Home-improvement center, Globus Baumarkt, with strongest over-indexing on Bauhaus (5.35× the country average). Demographically, the Obi (store) audience skews more female with an average age of 44.0, 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.
Category: Shopping · Type: Brand · Subtype: Hardware store
Demographics of Obi (store) fans
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 44.0 |
| Estimated audience size | 10,509,093 |
Audience persona
The typical Obi (store) fan in Germany is more female, around 44.0 years old, with strong DIY Mentality tendencies and a notable affinity for Bauhaus.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 4,806,455 | 1.13× |
| Bayern | 3,517,733 | 1.12× |
| Baden-Württemberg | 2,979,807 | 1.12× |
| Niedersachsen | 2,123,583 | 1.12× |
| Hessen | 1,452,213 | 0.98× |
| Sachsen | 1,371,975 | 1.44× |
| Berlin | 914,927 | 1.05× |
| Rheinland-Pfalz | 729,827 | 0.75× |
| Thüringen | 694,875 | 1.4× |
| Brandenburg | 664,150 | 1.1× |
| Schleswig-Holstein | 560,700 | 0.8× |
| Sachsen-Anhalt | 487,162 | 0.97× |
| Hamburg | 390,339 | 0.89× |
| Mecklenburg-Vorpommern | 291,669 | 0.78× |
| Saarland | 197,646 | 0.83× |
| Bremen | 86,510 | 0.52× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bauhaus | 5.35× | Shopping |
| Home-improvement center | 9× | Home & Garden |
| Globus Baumarkt | 4.12× | Shopping |
| Tedox | 6.27× | Shopping |
| Hagebaumarkt | 5.07× | Shopping |
| Thomas Philipps | 4.87× | Shopping |
| Hardware store | 4.3× | Home & Garden |
| Sonderpreis Baumarkt | 4.13× | Shopping |
| Gala | 1.94× | News |
| Do it yourself (DIY) | 1.75× | Home & Garden |
| Patio | 2.99× | Home & Garden |
| toom Baumarkt | 3.41× | Shopping |
| Garden | 1.61× | Home & Garden |
| Hornbach | 1.91× | Shopping |
| Ernsting's family | 2.73× | Shopping |
| Bonprix | 2.25× | Shopping |
| Tchibo | 2.18× | Shopping |
| QVC | 2.33× | Movies & TV |
| Google Maps | 1.7× | Internet & Social Media |
| Garden furniture | 2.75× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.03 |
| Design Affinity | PREMIUM | 1.16 |
| Pet Ownership | JOY | 1.09 |
| Sports Activity | POWER | 1.09 |
| Healthy Lifestyle | BALANCE | 1.07 |
| Family Orientation | CONSERVATISM | 1.05 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 39.5% |
| Italy | 15.3% |
| Hungary | 13.7% |
See Obi (store) audiences in other countries
More Hardware store audiences in Germany
- Bauhaus (16,532,923)
- Globus Baumarkt (14,781,981)
- Hornbach (13,881,067)
- Hagebaumarkt (8,824,387)
- Thomas Philipps (8,323,238)
Frequently asked questions
How many fans does Obi (store) have in Germany?
Obi (store) has an estimated audience of 10,509,093 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Obi (store) fans?
55.5% of Obi (store) fans are female, 44.5% are male, with an average age of 44.0 years.
Which brands do Obi (store) fans like most?
Obi (store) fans show strongest brand affinity for Bauhaus (5.35×), Home-improvement center (9×), and Globus Baumarkt (4.12×) over the country average.
Where do Obi (store) fans live in Germany?
Obi (store) fans in Germany are most concentrated in Nordrhein-Westfalen (reach 4,806,455), Bayern (reach 3,517,733), and Baden-Württemberg (reach 2,979,807). These three regions account for the largest share of the active audience.
What other brands do Obi (store) fans also like?
Beyond Obi (store) itself, the audience over-indexes on Home-improvement center (9×), Globus Baumarkt (4.12×), Tedox (6.27×), and Hagebaumarkt (5.07×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Obi (store). 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.