Rascasse Audience Intelligence

Washing machine Audience in Germany

A data profile of the people who buy, follow and care about Washing machine in Germany — modelled from more than twelve digital signal sources. Washing machine has an estimated audience of 2,046,973 people in Germany.

#1906among Topic in Germany#257in Home & Garden

The average Washing machine fan in Germany is 41.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Kitchen utensil, Laundry, Clothes dryer, with strongest over-indexing on Kitchen utensil (20.09× the country average).

Demographically, the Washing machine audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Washing machine fan in Germany is more female, around 41.4 years old, with strong Quality Awareness tendencies and a notable affinity for Kitchen utensil.

Category: Home & Garden · Type: Topic

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 Washing machine profile in Germany.

Audience size
2M
in Germany
Gender
57.6%♀
42.4% male
Age
41.4
average years
Country rank
#3292
Topic in Germany
Fig. 01

Search interest · 12-month trend

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

Demographics of Washing machine fans

57.6% are female, 42.4% are male, average age 41.4.

Fig. 02

Gender split

57.6%
Female
42.4%
Male
Demographic split for Washing machine audience in Germany
MetricValue
Female57.6%
Male42.4%
Average age41.4
Estimated audience size2,046,973
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Washing machine audience in Germany
Age bracketShare%
16-1912%
20-2917%
30-3924%
40-4927%
50+20%
Fig. 04

Worldwide distribution

2.1%

of the worldwide Washing machine audience comes from Germany.

Worldwide audience distribution share by country for Washing machine
CountryShare
United States18.2%
Italy5.0%
United Kingdom4.2%
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 Washing machine audience in Germany is strongest.

Fig. 05

Top regions by affinity

Washing machine fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~60K1.15×
02Sachsen~100K1.09×
03Niedersachsen~200K1.06×
04Nordrhein-Westfalen~500K1.04×
05Rheinland-Pfalz~100K1.01×
06Mecklenburg-Vorpommern~40K1.01×
07Baden-Württemberg~300K1.00×
08Thüringen~50K1.00×
09Hamburg~50K0.99×
10Hessen~200K0.98×
11Berlin~90K0.98×
12Brandenburg~60K0.98×
13Bayern~300K0.97×
14Schleswig-Holstein~70K0.97×
15Saarland~20K0.92×
16Bremen~20K0.89×
Fig. 06

Affinity by region

Affinity by region — Washing machine, Germany
0.89×1.00×1.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Washing machine audience
#·InterestCategoryAffinity×
01Clothes dryerHome & Garden25.92×
02Kitchen utensilHome & Garden20.09×
03DishwasherHome & Garden17.50×
04LaundryHome & Garden16.47×
05Kitchen stoveHome & Garden14.25×
06Household goodsHome & Garden13.68×
07RefrigerationHome & Garden13.43×
08CountertopHome & Garden13.38×
09Kitchen DesignHome & Garden12.69×
10Food preservationFood & Beverages12.39×
11MieleHome & Garden12.09×
12Heat pumpHome & Garden11.70×
13Electric stoveHome & Garden11.61×
14KitchenwareHome & Garden10.68×
15DigitizingTechnology & Electronics7.76×
16StoveHome & Garden6.93×
17Product designBusiness & Career6.41×
18RefrigeratorHome & Garden5.50×
19Vacuum cleanerHome & Garden4.66×
20Home AppliancesHome & Garden4.27×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Washing machine 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 Washing machine audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM4.40×
Luxury OrientationPREMIUM1.99×
Early Adopter MentalityPOWER1.89×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Washing machine audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.70×
TraditionCONSERVATISM0.76×
ExtroversionTHRILL0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Washing machine have in Germany?

Washing machine has an estimated audience of 2,046,973 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Washing machine fans?

57.6% of Washing machine fans are female, 42.4% are male, with an average age of 41.4 years.

03

Which brands do Washing machine fans like most?

Washing machine fans show strongest brand affinity for Kitchen utensil (20.09×), Laundry (16.47×), and Clothes dryer (25.92×) over the country average.

04

Where do Washing machine fans live in Germany?

Washing machine fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Washing machine fans also like?

Beyond Washing machine itself, the audience over-indexes on Laundry (16.47×), Clothes dryer (25.92×), Kitchen stove (14.25×), and Kitchenware (10.68×) 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 Washing machine audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Washing machine. 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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