Upholstery Audience in Germany
Upholstery has an estimated audience of 969,027 people in Germany. 61.5% are female, 38.5% are male, average age 40.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Western Union, Self storage, Real property, Tagesschau, Bulthaup.
The average Upholstery fan in Germany is 40.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Western Union, Self storage, Real property, with strongest over-indexing on Western Union (6.27× the country average). Demographically, the Upholstery audience skews more female with an average age of 40.2, 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.
Category: Home & Garden · Type: Topic
Demographics of Upholstery fans
| Metric | Value |
|---|---|
| Female | 61.5% |
| Male | 38.5% |
| Average age | 40.2 |
| Estimated audience size | 969,027 |
Audience persona
The typical Upholstery fan in Germany is more female, around 40.2 years old, with strong Quality Awareness tendencies and a notable affinity for Western Union.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 202,256 | 0.95× |
| Bayern | 187,577 | 1.2× |
| Baden-Württemberg | 142,419 | 1.08× |
| Hessen | 134,646 | 1.82× |
| Berlin | 111,342 | 2.57× |
| Niedersachsen | 70,404 | 0.75× |
| Rheinland-Pfalz | 45,638 | 0.94× |
| Sachsen | 35,254 | 0.74× |
| Hamburg | 27,033 | 1.23× |
| Schleswig-Holstein | 22,734 | 0.65× |
| Brandenburg | 19,399 | 0.65× |
| Thüringen | 15,036 | 0.61× |
| Sachsen-Anhalt | 12,656 | 0.5× |
| Mecklenburg-Vorpommern | 8,990 | 0.49× |
| Saarland | 8,937 | 0.75× |
| Bremen | 8,770 | 1.06× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Western Union | 6.27× | Business & Career |
| Self storage | 13.55× | Home & Garden |
| Real property | 6.17× | Home & Garden |
| Tagesschau | 2.51× | Movies & TV |
| Bulthaup | 19.75× | Home & Garden |
| Pillow | 4.9× | Home & Garden |
| Mattress | 4.78× | Home & Garden |
| IKEA | 1.96× | Home & Garden |
| Pets | 1.62× | Pets & Animals |
| Netto Marken-Discount | 1.8× | Shopping |
| Automobiles | 1.64× | Cars & Mobility |
| JYSK | 2.61× | Home & Garden |
| Satire | 3.4× | Literature |
| Furniture | 1.63× | Home & Garden |
| Secret Escapes | 4.25× | Travel & Leisure |
| TK Maxx | 1.87× | Shopping |
| Bed sheet | 5.07× | Home & Garden |
| Modern furniture | 4× | Home & Garden |
| Obi (store) | 1.53× | Shopping |
| Catering | 3.22× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 6.07 |
| Design Affinity | PREMIUM | 2.01 |
| DIY Mentality | THRILL | 1.57 |
| Creativity | OPEN | 1.35 |
| Pet Ownership | JOY | 1.21 |
| Healthy Lifestyle | BALANCE | 1.2 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.8% |
| United Kingdom | 11.1% |
| Italy | 5.5% |
See Upholstery 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 Upholstery have in Germany?
Upholstery has an estimated audience of 969,027 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Upholstery fans?
61.5% of Upholstery fans are female, 38.5% are male, with an average age of 40.2 years.
Which brands do Upholstery fans like most?
Upholstery fans show strongest brand affinity for Western Union (6.27×), Self storage (13.55×), and Real property (6.17×) over the country average.
Where do Upholstery fans live in Germany?
Upholstery fans in Germany are most concentrated in Nordrhein-Westfalen (reach 202,256), Bayern (reach 187,577), and Baden-Württemberg (reach 142,419). These three regions account for the largest share of the active audience.
What other brands do Upholstery fans also like?
Beyond Upholstery itself, the audience over-indexes on Self storage (13.55×), Real property (6.17×), Tagesschau (2.51×), and Bulthaup (19.75×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Upholstery. 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.