Plumbing Audience in Germany
Plumbing has an estimated audience of 4,558,198 people in Germany. 42.5% are female, 57.5% are male, average age 44.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Discount stores, AutoScout24, Bauhaus, EBay, Home improvement.
The average Plumbing fan in Germany is 44.0 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Discount stores, AutoScout24, Bauhaus, with strongest over-indexing on Discount stores (1.57× the country average). Demographically, the Plumbing audience skews more male with an average age of 44.0, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. 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 Plumbing fans
| Metric | Value |
|---|---|
| Female | 42.5% |
| Male | 57.5% |
| Average age | 44.0 |
| Estimated audience size | 4,558,198 |
Audience persona
The typical Plumbing fan in Germany is more male, around 44.0 years old, with strong DIY Mentality tendencies and a notable affinity for Discount stores.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 965,874 | 0.97× |
| Bayern | 815,331 | 1.11× |
| Baden-Württemberg | 728,492 | 1.17× |
| Hessen | 610,950 | 1.76× |
| Niedersachsen | 445,177 | 1.01× |
| Berlin | 363,755 | 1.78× |
| Rheinland-Pfalz | 219,341 | 0.96× |
| Sachsen | 161,202 | 0.72× |
| Schleswig-Holstein | 147,067 | 0.9× |
| Thüringen | 118,031 | 1.02× |
| Brandenburg | 111,325 | 0.79× |
| Hamburg | 107,119 | 1.04× |
| Sachsen-Anhalt | 70,788 | 0.6× |
| Mecklenburg-Vorpommern | 50,209 | 0.58× |
| Saarland | 37,135 | 0.66× |
| Bremen | 36,442 | 0.93× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Discount stores | 1.57× | Shopping |
| AutoScout24 | 1.93× | Cars & Mobility |
| Bauhaus | 1.83× | Shopping |
| EBay | 1.75× | Shopping |
| Home improvement | 1.8× | Home & Garden |
| Hornbach | 1.88× | Shopping |
| Building | 2.66× | Home & Garden |
| Door | 3.65× | Home & Garden |
| Do it yourself (DIY) | 1.64× | Home & Garden |
| 1.68× | Internet & Social Media | |
| House | 1.86× | Home & Garden |
| Renovation | 2.12× | Home & Garden |
| Electricity | 2.12× | Home & Garden |
| Architecture | 1.64× | Business & Career |
| Netto Marken-Discount | 1.54× | Shopping |
| Concrete | 3.95× | Home & Garden |
| Video | 1.66× | Movies & TV |
| Crafts | 1.58× | Home & Garden |
| Real estate | 1.55× | Business & Career |
| Air conditioning | 3.15× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.69 |
| Quality Awareness | PREMIUM | 1.74 |
| Design Affinity | PREMIUM | 1.6 |
| Convenience Orientation | PREMIUM | 1.39 |
| Sports Activity | POWER | 1.33 |
| Luxury Orientation | PREMIUM | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.5% |
| Italy | 7.3% |
| United Kingdom | 6.5% |
See Plumbing 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 Plumbing have in Germany?
Plumbing has an estimated audience of 4,558,198 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Plumbing fans?
42.5% of Plumbing fans are female, 57.5% are male, with an average age of 44.0 years.
Which brands do Plumbing fans like most?
Plumbing fans show strongest brand affinity for Discount stores (1.57×), AutoScout24 (1.93×), and Bauhaus (1.83×) over the country average.
Where do Plumbing fans live in Germany?
Plumbing fans in Germany are most concentrated in Nordrhein-Westfalen (reach 965,874), Bayern (reach 815,331), and Baden-Württemberg (reach 728,492). These three regions account for the largest share of the active audience.
What other brands do Plumbing fans also like?
Beyond Plumbing itself, the audience over-indexes on AutoScout24 (1.93×), Bauhaus (1.83×), EBay (1.75×), and Home improvement (1.8×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Plumbing. 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.