Wayfair Audience in Germany
Wayfair has an estimated audience of 2,080,882 people in Germany. 70.6% are female, 29.4% are male, average age 39.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Bonprix, IKEA, Obi (store), Ernsting's family, BAUR.
The average Wayfair fan in Germany is 39.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Bonprix, IKEA, Obi (store), with strongest over-indexing on Bonprix (2.85× the country average). Demographically, the Wayfair audience skews more female with an average age of 39.3, 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: Brand · Subtype: Furniture
Demographics of Wayfair fans
| Metric | Value |
|---|---|
| Female | 70.6% |
| Male | 29.4% |
| Average age | 39.3 |
| Estimated audience size | 2,080,882 |
Audience persona
The typical Wayfair fan in Germany is more female, around 39.3 years old, with strong Design Affinity tendencies and a notable affinity for Bonprix.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 457,225 | 1× |
| Bayern | 325,180 | 0.97× |
| Baden-Württemberg | 267,158 | 0.94× |
| Niedersachsen | 194,854 | 0.96× |
| Hessen | 157,850 | 1× |
| Rheinland-Pfalz | 108,994 | 1.05× |
| Berlin | 103,899 | 1.12× |
| Sachsen | 99,103 | 0.97× |
| Brandenburg | 77,171 | 1.2× |
| Schleswig-Holstein | 72,214 | 0.97× |
| Thüringen | 58,847 | 1.11× |
| Sachsen-Anhalt | 57,847 | 1.07× |
| Mecklenburg-Vorpommern | 41,981 | 1.06× |
| Hamburg | 41,827 | 0.89× |
| Saarland | 22,552 | 0.88× |
| Bremen | 14,527 | 0.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bonprix | 2.85× | Shopping |
| IKEA | 1.78× | Home & Garden |
| Obi (store) | 1.75× | Shopping |
| Ernsting's family | 2.8× | Shopping |
| BAUR | 3.21× | Shopping |
| Furniture | 1.52× | Home & Garden |
| Lidl | 1.52× | Shopping |
| Gala | 1.66× | News |
| H&M | 1.56× | Shopping |
| ImmoScout24 | 1.68× | Home & Garden |
| C&A | 2.07× | Shopping |
| Home Interiors | 2.55× | Home & Garden |
| Bed | 1.81× | Home & Garden |
| Garden furniture | 2.67× | Home & Garden |
| Tchibo | 1.97× | Shopping |
| Chair | 1.92× | Home & Garden |
| Living room | 1.89× | Home & Garden |
| Deichmann | 1.56× | Shopping |
| Bedroom | 2.03× | Home & Garden |
| Kitchen | 1.57× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.4 |
| DIY Mentality | THRILL | 1.28 |
| Price Sensitivity | PREMIUM | 1.27 |
| Quality Awareness | PREMIUM | 1.18 |
| Creativity | OPEN | 1.17 |
| Indulgence | JOY | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 68.3% |
| United Kingdom | 12.0% |
| Canada | 7.3% |
See Wayfair audiences in other countries
More Furniture audiences in Germany
Frequently asked questions
How many fans does Wayfair have in Germany?
Wayfair has an estimated audience of 2,080,882 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Wayfair fans?
70.6% of Wayfair fans are female, 29.4% are male, with an average age of 39.3 years.
Which brands do Wayfair fans like most?
Wayfair fans show strongest brand affinity for Bonprix (2.85×), IKEA (1.78×), and Obi (store) (1.75×) over the country average.
Where do Wayfair fans live in Germany?
Wayfair fans in Germany are most concentrated in Nordrhein-Westfalen (reach 457,225), Bayern (reach 325,180), and Baden-Württemberg (reach 267,158). These three regions account for the largest share of the active audience.
What other brands do Wayfair fans also like?
Beyond Wayfair itself, the audience over-indexes on IKEA (1.78×), Obi (store) (1.75×), Ernsting's family (2.8×), and BAUR (3.21×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Wayfair. 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.