Rascasse Audience Intelligence

Thomas Philipps Target Market in Germany

A data profile of the people who buy, follow and care about Thomas Philipps in Germany — modelled from more than twelve digital signal sources. Thomas Philipps has an estimated audience of 8,075,443 people in Germany.

#6among Hardware store in Germany#77among Brand in Germany#44in Shopping

The average Thomas Philipps fan in Germany is 42.2 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Obi (store), Hardware store, Hornbach, with strongest over-indexing on Obi (store) (4.87× the country average).

Demographically, the Thomas Philipps audience skews balanced with an average age of 42.2, 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.

The typical Thomas Philipps fan in Germany is balanced, around 42.2 years old, with strong DIY Mentality tendencies and a notable affinity for Obi (store).

Category: Shopping · Type: Brand · Subtype: Hardware store

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 Thomas Philipps profile in Germany.

Audience size
8.1M
in Germany
Gender
50.5%♀
49.5% male
Age
42.2
average years
Country rank
#512
Brand in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Thomas Philipps

50.5% are female, 49.5% are male, average age 42.2.

Fig. 02

Gender split

50.5%
Female
49.5%
Male
Demographic split for Thomas Philipps audience in Germany
MetricValue
Female50.5%
Male49.5%
Average age42.2
Estimated audience size8,075,443
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Thomas Philipps audience in Germany
Age bracketShare%
16-1911%
20-2917%
30-3922%
40-4926%
50+23%
Fig. 04

Worldwide distribution

95.0%

of the worldwide Thomas Philipps audience comes from Germany.

Worldwide audience distribution share by country for Thomas Philipps
CountryShare
Germany95.0%
Austria3.0%
Netherlands0.7%
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 Thomas Philipps audience in Germany is strongest.

Fig. 05

Top regions by affinity

Thomas Philipps customers by region in Germany
#RegionReachAffinity×
01Brandenburg~500K1.87×
02Sachsen-Anhalt~300K1.63×
03Mecklenburg-Vorpommern~200K1.46×
04Thüringen~300K1.31×
05Saarland~100K1.29×
06Sachsen~500K1.19×
07Nordrhein-Westfalen~2M1.06×
08Rheinland-Pfalz~400K0.97×
09Niedersachsen~700K0.88×
10Berlin~300K0.85×
11Hessen~500K0.73×
12Baden-Württemberg~800K0.71×
13Bayern~800K0.62×
14Hamburg~100K0.59×
15Schleswig-Holstein~100K0.45×
16Bremen~30K0.42×
Fig. 06

Affinity by region

Affinity by region — Thomas Philipps, Germany
0.42×1.00×1.87×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Thomas Philipps audience
#·InterestCategoryAffinity×
01Hardware storeHome & Garden6.40×
02Obi (store)Shopping4.87×
03Bedroom furnitureHome & Garden4.47×
04Ornamental plantHome & Garden3.16×
05Garden furnitureHome & Garden2.99×
06EssoCars & Mobility2.61×
07toom BaumarktShopping2.59×
08WoolworthsShopping2.56×
09HornbachShopping2.46×
10RefrigeratorHome & Garden2.22×
11Efficient energy useTechnology & Electronics2.06×
12Netto Marken-DiscountShopping2.03×
13Aral AGCars & Mobility1.99×
14KauflandShopping1.90×
15RTL TelevisionMovies & TV1.89×
16NatureHome & Garden1.76×
17VacationsTravel & Leisure1.73×
18KitchenHome & Garden1.62×
19SparkasseBusiness & Career1.62×
20FamilyKids & Family1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Thomas Philipps 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 Thomas Philipps audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.83×
PatriotismCONSERVATISM1.31×
Need for SecurityCONSERVATISM1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Thomas Philipps audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.82×
Risk AppetiteTHRILL0.86×
Sports ActivityPOWER0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Thomas Philipps's target market in Germany?

Thomas Philipps's target market in Germany covers an estimated 8,075,443 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Thomas Philipps customers?

50.5% of the Thomas Philipps audience are female, 49.5% are male, with an average age of 42.2 years.

03

Which brands do Thomas Philipps fans like most?

Thomas Philipps fans show strongest brand affinity for Obi (store) (4.87×), Hardware store (6.4×), and Hornbach (2.46×) over the country average.

04

Where do Thomas Philipps fans live in Germany?

Thomas Philipps fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~800K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Thomas Philipps fans also like?

Beyond Thomas Philipps itself, the audience over-indexes on Hardware store (6.4×), Hornbach (2.46×), Bedroom furniture (4.47×), and Netto Marken-Discount (2.03×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hardware store audiences in Germany

See Thomas Philipps audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Thomas Philipps. 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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