Wallpaper Audience in Germany
A data profile of the people who buy, follow and care about Wallpaper in Germany — modelled from more than twelve digital signal sources. Wallpaper has an estimated audience of 2,921,435 people in Germany.
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 Hugendubel, Gift wrapping, Window blind, with strongest over-indexing on Hugendubel (4.44× 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, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Wallpaper fan in Germany is more female, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Hugendubel.
At a glance
The key figures that characterise the Wallpaper profile in Germany.
Search interest · 12-month trend
Audience demographics of Wallpaper
59.5% are female, 40.5% are male, average age 40.1.
Gender split
| Metric | Value |
|---|---|
| Female | 59.5% |
| Male | 40.5% |
| Average age | 40.1 |
| Estimated audience size | 2,921,435 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 23% | |
| 50+ | 19% |
Worldwide distribution
of the worldwide Wallpaper audience comes from Germany.
| Country | Share |
|---|---|
| United States | 14.1% |
| India | 6.9% |
| Brazil | 6.1% |
Geography
Where the Wallpaper audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~300K | 1.29× | |
| 02 | Bremen | ~30K | 1.10× | |
| 03 | Nordrhein-Westfalen | ~700K | 1.09× | |
| 04 | Niedersachsen | ~300K | 1.09× | |
| 05 | Baden-Württemberg | ~400K | 1.08× | |
| 06 | Rheinland-Pfalz | ~200K | 1.05× | |
| 07 | Bayern | ~500K | 1.03× | |
| 08 | Schleswig-Holstein | ~100K | 1.03× | |
| 09 | Saarland | ~40K | 1.01× | |
| 10 | Sachsen | ~100K | 0.97× | |
| 11 | Thüringen | ~70K | 0.97× | |
| 12 | Brandenburg | ~80K | 0.93× | |
| 13 | Sachsen-Anhalt | ~70K | 0.93× | |
| 14 | Berlin | ~100K | 0.92× | |
| 15 | Hamburg | ~60K | 0.85× | |
| 16 | Mecklenburg-Vorpommern | ~40K | 0.79× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Wallpaper audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chandelier | Home & Garden | 12.09× | ||
| 02 | Kitchen garden | Home & Garden | 11.11× | ||
| 03 | Ottolenghi | Food & Beverages | 9.80× | ||
| 04 | Gift wrapping | Home & Garden | 9.37× | ||
| 05 | Window blind | Home & Garden | 7.62× | ||
| 06 | Wall decal | Home & Garden | 6.78× | ||
| 07 | Vacheron Constantin | Fashion & Accessoires | 6.16× | ||
| 08 | Floral design | Home & Garden | 4.68× | ||
| 09 | Hugendubel | Shopping | 4.44× | ||
| 10 | Pillow | Home & Garden | 4.22× | ||
| 11 | Millie Bobby Brown | Movies & TV | 3.67× | ||
| 12 | Taylor Swift | Music & Radio | 2.99× | ||
| 13 | Black cat | Pets & Animals | 2.82× | ||
| 14 | Shih Tzu | Pets & Animals | 2.64× | ||
| 15 | Beagle | Pets & Animals | 2.63× | ||
| 16 | Zara | Shopping | 2.49× | ||
| 17 | Labrador Retriever | Pets & Animals | 2.38× | ||
| 18 | French Bulldog | Pets & Animals | 2.36× | ||
| 19 | Do it yourself (DIY) | Home & Garden | 1.87× | ||
| 20 | IKEA | Home & Garden | 1.50× |
Personality of the Wallpaper audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.04× | |
| Quality Awareness | PREMIUM | 1.73× | |
| DIY Mentality | THRILL | 1.56× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.80× | |
| Career Orientation | POWER | 0.97× | |
| Spirituality | BALANCE | 0.98× |
Frequently asked questions
How many fans does Wallpaper have in Germany?
Wallpaper has an estimated audience of 2,921,435 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 Hugendubel (4.44×), Gift wrapping (9.37×), and Window blind (7.62×) over the country average.
Where do Wallpaper fans live in Germany?
Wallpaper fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). 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 Gift wrapping (9.37×), Window blind (7.62×), Pillow (4.22×), and Chandelier (12.09×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Home & Garden audiences in Germany
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.
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