Wallpaper Audience in Germany
Wallpaper has an estimated audience of 2,420,305 people in Germany. 59.5% are female, 40.5% are male, average age 40.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Rossmann, Gil Ofarim, Indigenous Australian art, Škoda Kodiaq, Cachorro.
The average Wallpaper fan in Germany is 40.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Rossmann, Gil Ofarim, Indigenous Australian art, with strongest over-indexing on Rossmann (1.66× the country average). Demographically, the Wallpaper audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Design Affinity, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Website / Newspaper / Magazine
Demographics of Wallpaper fans
| Metric | Value |
|---|---|
| Female | 59.5% |
| Male | 40.5% |
| Average age | 40.1 |
| Estimated audience size | 2,420,305 |
Audience persona
The typical Wallpaper fan in Germany is more female, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 730,755 | 1.13× |
| Bayern | 500,421 | 1.05× |
| Baden-Württemberg | 446,870 | 1.11× |
| Niedersachsen | 321,587 | 1.12× |
| Hessen | 304,043 | 1.35× |
| Rheinland-Pfalz | 154,262 | 1.04× |
| Sachsen | 138,259 | 0.95× |
| Berlin | 128,669 | 0.97× |
| Schleswig-Holstein | 111,403 | 1.05× |
| Brandenburg | 81,883 | 0.89× |
| Thüringen | 65,004 | 0.86× |
| Sachsen-Anhalt | 61,771 | 0.81× |
| Hamburg | 57,429 | 0.86× |
| Mecklenburg-Vorpommern | 43,343 | 0.77× |
| Saarland | 34,475 | 0.95× |
| Bremen | 26,870 | 1.06× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.66× | Shopping |
| Gil Ofarim | 1.67× | Music & Radio |
| Indigenous Australian art | 5.81× | Arts & Culture |
| Škoda Kodiaq | 1.99× | Cars & Mobility |
| Cachorro | 2.71× | Pets & Animals |
| Home Delivery | 2.04× | Food & Beverages |
| Enzkreis | 6.94× | Travel & Leisure |
| Corfu (regional unit) | 2.17× | Travel & Leisure |
| Bank account | 1.97× | Business & Career |
| Este, Veneto | 1.52× | Travel & Leisure |
| Fairy godmother | 12.78× | Literature |
| Information sensitivity | 3.19× | Technology & Electronics |
| Ipekyol | 2.42× | Shopping |
| Eden Lake | 2.89× | Movies & TV |
| Volvo V60 | 2.7× | Cars & Mobility |
| Sixx | 1.7× | Movies & TV |
| Figure painting (hobby) | 2.19× | Arts & Culture |
| Coworking | 2.15× | Business & Career |
| Jersey (fabric) | 2.43× | Fashion & Accessoires |
| Solo climbing | 1.86× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.27 |
| DIY Mentality | THRILL | 1.86 |
| LGBTQ+ Identity | OPEN | 1.62 |
| Family Orientation | CONSERVATISM | 1.51 |
| Sustainability | BALANCE | 1.46 |
| Luxury Orientation | PREMIUM | 1.43 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.7% |
| India | 7.1% |
| Brazil | 6.5% |
See Wallpaper audiences in other countries
More Home & Garden audiences in Germany
- TikTok (26,168,913)
- Instagram (25,858,505)
- YouTube (24,030,137)
- Bild (23,266,420)
- Spiegel Online (19,266,000)
Frequently asked questions
How many fans does Wallpaper have in Germany?
Wallpaper has an estimated audience of 2,420,305 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Wallpaper fans?
59.5% of Wallpaper fans are female, 40.5% are male, with an average age of 40.1 years.
Which brands do Wallpaper fans like most?
Wallpaper fans show strongest brand affinity for Rossmann (1.66×), Gil Ofarim (1.67×), and Indigenous Australian art (5.81×) over the country average.
Where do Wallpaper fans live in Germany?
Wallpaper fans in Germany are most concentrated in Nordrhein-Westfalen (reach 730,755), Bayern (reach 500,421), and Baden-Württemberg (reach 446,870). These three regions account for the largest share of the active audience.
What other brands do Wallpaper fans also like?
Beyond Wallpaper itself, the audience over-indexes on Gil Ofarim (1.67×), Indigenous Australian art (5.81×), Škoda Kodiaq (1.99×), and Cachorro (2.71×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Wallpaper. 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.