Stay-at-home parent Audience in Germany
Stay-at-home parent has an estimated audience of 335,058 people in Germany. 59.8% are female, 40.2% are male, average age 31.9. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Health And Beauty, Babywearing, Diaper bag, Infant clothing, Infant bodysuit.
The average Stay-at-home parent fan in Germany is 31.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Health And Beauty, Babywearing, Diaper bag, with strongest over-indexing on Health And Beauty (7.28× the country average). Demographically, the Stay-at-home parent audience skews more female with an average age of 31.9, and over-indexes on personality traits such as Individualism, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Topic
Demographics of Stay-at-home parent fans
| Metric | Value |
|---|---|
| Female | 59.8% |
| Male | 40.2% |
| Average age | 31.9 |
| Estimated audience size | 335,058 |
Audience persona
The typical Stay-at-home parent fan in Germany is more female, around 31.9 years old, with strong Individualism tendencies and a notable affinity for Health And Beauty.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 46,076 | 0.63× |
| Baden-Württemberg | 40,058 | 0.88× |
| Bayern | 34,447 | 0.64× |
| Hessen | 29,866 | 1.17× |
| Berlin | 26,659 | 1.78× |
| Niedersachsen | 26,563 | 0.82× |
| Brandenburg | 18,724 | 1.8× |
| Rheinland-Pfalz | 14,496 | 0.86× |
| Bremen | 13,000 | 4.54× |
| Sachsen | 12,613 | 0.77× |
| Schleswig-Holstein | 8,277 | 0.69× |
| Saarland | 4,416 | 1.07× |
| Hamburg | 2,723 | 0.36× |
| Thüringen | None× | |
| Sachsen-Anhalt | None× | |
| Mecklenburg-Vorpommern | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Health And Beauty | 7.28× | Beauty & Wellness |
| Babywearing | 8.76× | Kids & Family |
| Diaper bag | 7.11× | Kids & Family |
| Infant clothing | 4.61× | Kids & Family |
| Infant bodysuit | 5.13× | Kids & Family |
| Home Interior Design | 3.7× | Home & Garden |
| Baby powder | 5.72× | Kids & Family |
| Gina Tricot | 6.28× | Fashion & Accessoires |
| Child development | 3.65× | Business & Career |
| Gala | 2.43× | News |
| Harry Potter | 1.72× | Movies & TV |
| Baby toys | 8.52× | Kids & Family |
| Deichmann | 2.49× | Shopping |
| Educational toy | 6.12× | Kids & Family |
| Handmade | 3.78× | Home & Garden |
| Home Design | 2.97× | Home & Garden |
| Pre-kindergarten | 3.87× | Kids & Family |
| Handmade Crafts | 4.17× | Kids & Family |
| Birthday Gifts | 4.81× | Kids & Family |
| BabyOne | 5.06× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Individualism | JOY | 1.97 |
| Community Orientation | OPEN | 1.69 |
| Travelling | THRILL | 1.63 |
| Urban Lifestyle | OPEN | 1.62 |
| Price Sensitivity | PREMIUM | 1.62 |
| Sports Activity | POWER | 1.53 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 46.4% |
| United Kingdom | 7.9% |
| Canada | 4.9% |
See Stay-at-home parent audiences in other countries
More Kids & Family 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 Stay-at-home parent have in Germany?
Stay-at-home parent has an estimated audience of 335,058 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Stay-at-home parent fans?
59.8% of Stay-at-home parent fans are female, 40.2% are male, with an average age of 31.9 years.
Which brands do Stay-at-home parent fans like most?
Stay-at-home parent fans show strongest brand affinity for Health And Beauty (7.28×), Babywearing (8.76×), and Diaper bag (7.11×) over the country average.
Where do Stay-at-home parent fans live in Germany?
Stay-at-home parent fans in Germany are most concentrated in Nordrhein-Westfalen (reach 46,076), Baden-Württemberg (reach 40,058), and Bayern (reach 34,447). These three regions account for the largest share of the active audience.
What other brands do Stay-at-home parent fans also like?
Beyond Stay-at-home parent itself, the audience over-indexes on Babywearing (8.76×), Diaper bag (7.11×), Infant clothing (4.61×), and Infant bodysuit (5.13×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Stay-at-home parent. 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.