Rascasse Audience Intelligence

Wallpaper (magazine) Audience in Germany

A data profile of the people who buy, follow and care about Wallpaper (magazine) in Germany — modelled from more than twelve digital signal sources. Wallpaper (magazine) has an estimated audience of 1,130,818 people in Germany.

#197among Website / Newspaper / Magazine in Germany#396in Home & Garden

The average Wallpaper (magazine) fan in Germany is 39.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Rimowa, Maison Margiela, Onet.pl, with strongest over-indexing on Rimowa (29.64× the country average).

Demographically, the Wallpaper (magazine) audience skews more female with an average age of 39.6, 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 (magazine) fan in Germany is more female, around 39.6 years old, with strong Design Affinity tendencies and a notable affinity for Rimowa.

Category: Home & Garden · Type: Website / Newspaper / Magazine

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 Wallpaper (magazine) profile in Germany.

Audience size
1.1M
in Germany
Gender
60.4%♀
39.6% male
Age
39.6
average years
Country rank
#5842
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Wallpaper (magazine)

60.4% are female, 39.6% are male, average age 39.6.

Fig. 02

Gender split

60.4%
Female
39.6%
Male
Demographic split for Wallpaper (magazine) audience in Germany
MetricValue
Female60.4%
Male39.6%
Average age39.6
Estimated audience size1,130,818
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Wallpaper (magazine) audience in Germany
Age bracketShare%
16-1914%
20-2922%
30-3925%
40-4924%
50+16%
Fig. 04

Worldwide distribution

3.0%

of the worldwide Wallpaper (magazine) audience comes from Germany.

Worldwide audience distribution share by country for Wallpaper (magazine)
CountryShare
United States23.6%
India14.6%
Brazil10.5%
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 Wallpaper (magazine) audience in Germany is strongest.

Fig. 05

Top regions by affinity

Wallpaper (magazine) fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~100K1.31×
02Bremen~10K1.11×
03Nordrhein-Westfalen~300K1.10×
04Niedersachsen~100K1.10×
05Baden-Württemberg~200K1.09×
06Rheinland-Pfalz~60K1.06×
07Bayern~200K1.04×
08Schleswig-Holstein~40K1.04×
09Saarland~10K1.00×
10Sachsen~50K0.95×
11Berlin~50K0.92×
12Brandenburg~30K0.90×
13Thüringen~30K0.88×
14Hamburg~20K0.85×
15Sachsen-Anhalt~30K0.84×
16Mecklenburg-Vorpommern~20K0.80×
Fig. 06

Affinity by region

Affinity by region — Wallpaper (magazine), Germany
0.80×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Wallpaper (magazine) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wallpaper (magazine) audience
#·InterestCategoryAffinity×
01B&B ItaliaHome & Garden47.30×
02Mulberry (company)Fashion & Accessoires34.30×
03National Gallery of ArtArts & Culture32.99×
04Hauser & WirthArts & Culture31.52×
05RimowaFashion & Accessoires29.64×
06David HockneyArts & Culture29.02×
07ArtemideHome & Garden28.38×
08Maison MargielaFashion & Accessoires26.79×
09Helmut NewtonArts & Culture23.74×
10Black Red WhiteHome & Garden21.36×
11Onet.plNews19.18×
12Frieze Art FairArts & Culture18.83×
13Zaha HadidArts & Culture18.55×
14Montblanc (company)Fashion & Accessoires9.21×
15Isabel MarantFashion & Accessoires6.43×
16MattressHome & Garden5.89×
17Danish designHome & Garden5.45×
18Starter homeHome & Garden5.26×
19Modern architectureArts & Culture3.65×
20HermèsFashion & Accessoires3.37×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wallpaper (magazine) 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 Wallpaper (magazine) audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM4.13×
Quality AwarenessPREMIUM3.28×
Early Adopter MentalityPOWER3.03×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wallpaper (magazine) audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.75×
Family OrientationCONSERVATISM0.87×
Price SensitivityPREMIUM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wallpaper (magazine) have in Germany?

Wallpaper (magazine) has an estimated audience of 1,130,818 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Wallpaper (magazine) fans?

60.4% of Wallpaper (magazine) fans are female, 39.6% are male, with an average age of 39.6 years.

03

Which brands do Wallpaper (magazine) fans like most?

Wallpaper (magazine) fans show strongest brand affinity for Rimowa (29.64×), Maison Margiela (26.79×), and Onet.pl (19.18×) over the country average.

04

Where do Wallpaper (magazine) fans live in Germany?

Wallpaper (magazine) fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Wallpaper (magazine) fans also like?

Beyond Wallpaper (magazine) itself, the audience over-indexes on Maison Margiela (26.79×), Onet.pl (19.18×), Mulberry (company) (34.3×), and David Hockney (29.02×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Wallpaper (magazine) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Wallpaper (magazine). 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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