Rascasse Audience Intelligence

Owner-occupier Audience in Germany

A data profile of the people who buy, follow and care about Owner-occupier in Germany — modelled from more than twelve digital signal sources. Owner-occupier has an estimated audience of 1,333,869 people in Germany.

#2608among Topic in Germany#349in Home & Garden

The average Owner-occupier fan in Germany is 38.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Immobilien, Tagesschau, Semi-detached, with strongest over-indexing on Immobilien (10.92× the country average).

Demographically, the Owner-occupier audience skews more female with an average age of 38.4, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical Owner-occupier fan in Germany is more female, around 38.4 years old, with strong Quality Awareness tendencies and a notable affinity for Immobilien.

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 Owner-occupier profile in Germany.

Audience size
1.3M
in Germany
Gender
59.0%♀
41.0% male
Age
38.4
average years
Country rank
#4990
Topic in Germany
Fig. 01

Search interest · 12-month trend

-52%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Owner-occupier fans

59.0% are female, 41.0% are male, average age 38.4.

Fig. 02

Gender split

59.0%
Female
41.0%
Male
Demographic split for Owner-occupier audience in Germany
MetricValue
Female59.0%
Male41.0%
Average age38.4
Estimated audience size1,333,869
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Owner-occupier audience in Germany
Age bracketShare%
16-1920%
20-2921%
30-3922%
40-4921%
50+17%
Fig. 04

Worldwide distribution

19.4%

of the worldwide Owner-occupier audience comes from Germany.

Worldwide audience distribution share by country for Owner-occupier
CountryShare
United States22.0%
Germany19.4%
Italy6.3%
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 Owner-occupier audience in Germany is strongest.

Fig. 05

Top regions by affinity

Owner-occupier fans by region: top regions in Germany
#RegionReachAffinity×
01Brandenburg~50K1.29×
02Hamburg~30K1.14×
03Schleswig-Holstein~50K1.11×
04Rheinland-Pfalz~70K1.06×
05Mecklenburg-Vorpommern~30K1.04×
06Sachsen~70K1.02×
07Sachsen-Anhalt~30K1.01×
08Bremen~10K1.01×
09Berlin~60K0.99×
10Thüringen~30K0.99×
11Niedersachsen~100K0.91×
12Hessen~90K0.91×
13Baden-Württemberg~200K0.87×
14Bayern~200K0.85×
15Nordrhein-Westfalen~200K0.82×
16Saarland0.00×
Fig. 06

Affinity by region

Affinity by region — Owner-occupier, Germany
0.82×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Owner-occupier audience
#·InterestCategoryAffinity×
01Semi-detachedHome & Garden12.73×
02CondominiumHome & Garden12.36×
03ImmobilienBusiness & Career10.92×
04Zara KidsFashion & Accessoires10.29×
05Bed sheetHome & Garden9.86×
06Terraced houseHome & Garden8.88×
07Land lotHome & Garden8.72×
08PillowHome & Garden8.43×
09Summer houseTravel & Leisure7.45×
10Danish designHome & Garden7.15×
11BeddingHome & Garden5.98×
12Green buildingHome & Garden5.74×
13Single-family detached homeHome & Garden5.58×
14Dining roomHome & Garden5.35×
15Living roomHome & Garden5.13×
16TagesschauMovies & TV4.80×
17Street OneFashion & Accessoires4.61×
18Pre-kindergartenKids & Family4.49×
19ImmoScout24Home & Garden3.12×
20IKEAHome & Garden2.32×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Owner-occupier 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 Owner-occupier audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM3.87×
Design AffinityPREMIUM2.93×
SustainabilityBALANCE1.70×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Owner-occupier audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.68×
Risk AppetiteTHRILL0.70×
PatriotismCONSERVATISM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Owner-occupier have in Germany?

Owner-occupier has an estimated audience of 1,333,869 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Owner-occupier fans?

59.0% of Owner-occupier fans are female, 41.0% are male, with an average age of 38.4 years.

03

Which brands do Owner-occupier fans like most?

Owner-occupier fans show strongest brand affinity for Immobilien (10.92×), Tagesschau (4.8×), and Semi-detached (12.73×) over the country average.

04

Where do Owner-occupier fans live in Germany?

Owner-occupier fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), 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 Owner-occupier fans also like?

Beyond Owner-occupier itself, the audience over-indexes on Tagesschau (4.8×), Semi-detached (12.73×), Terraced house (8.88×), and Condominium (12.36×) 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 Owner-occupier audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Owner-occupier. 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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