Zara Home Audience in Germany
Zara Home has an estimated audience of 2,227,103 people in Germany. 71.1% are female, 28.9% are male, average age 41.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Living room, Dining room, IKEA, Decoration, Home Design.
The average Zara Home fan in Germany is 41.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Living room, Dining room, IKEA, with strongest over-indexing on Living room (3.45× the country average). Demographically, the Zara Home audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Design Affinity, Sustainability. 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: Home accessories
Demographics of Zara Home fans
| Metric | Value |
|---|---|
| Female | 71.1% |
| Male | 28.9% |
| Average age | 41.5 |
| Estimated audience size | 2,227,103 |
Audience persona
The typical Zara Home fan in Germany is more female, around 41.5 years old, with strong Design Affinity tendencies and a notable affinity for Living room.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 606,096 | 1.24× |
| Bayern | 457,792 | 1.28× |
| Baden-Württemberg | 295,931 | 0.97× |
| Berlin | 268,478 | 2.7× |
| Hessen | 208,656 | 1.23× |
| Niedersachsen | 166,327 | 0.77× |
| Hamburg | 100,614 | 2× |
| Rheinland-Pfalz | 88,410 | 0.79× |
| Schleswig-Holstein | 73,659 | 0.92× |
| Sachsen | 58,613 | 0.54× |
| Brandenburg | 56,225 | 0.81× |
| Thüringen | 23,885 | 0.42× |
| Sachsen-Anhalt | 23,574 | 0.41× |
| Mecklenburg-Vorpommern | 22,171 | 0.52× |
| Bremen | 16,019 | 0.84× |
| Saarland | 15,151 | 0.55× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Living room | 3.45× | Home & Garden |
| Dining room | 4.33× | Home & Garden |
| IKEA | 2.1× | Home & Garden |
| Decoration | 3.63× | Home & Garden |
| Home Design | 2.89× | Home & Garden |
| Danish design | 3.47× | Home & Garden |
| Handicraft | 2.18× | Home & Garden |
| Chair | 2.65× | Home & Garden |
| Home Interior Design | 2.83× | Home & Garden |
| Scandinavian design | 4.32× | Home & Garden |
| Pillow | 3.59× | Home & Garden |
| DIY (magazine) | 3.15× | Home & Garden |
| Home Interiors | 2.99× | Home & Garden |
| Home repair | 2.24× | Home & Garden |
| Furniture | 1.56× | Home & Garden |
| Bedroom | 2.47× | Home & Garden |
| Handmade Crafts | 3.34× | Kids & Family |
| Sleeping positions | 12.02× | Health |
| Bed | 2.05× | Home & Garden |
| Home decorating ideas | 3.34× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.52 |
| Sustainability | BALANCE | 2.13 |
| DIY Mentality | THRILL | 2.12 |
| Creativity | OPEN | 1.77 |
| Luxury Orientation | PREMIUM | 1.6 |
| Sports Activity | POWER | 1.5 |
Worldwide distribution
| Country | Share |
|---|---|
| Spain | 14.8% |
| Japan | 9.7% |
| Italy | 7.8% |
See Zara Home audiences in other countries
More Home accessories audiences in Germany
- Maisons du Monde (2,021,526)
- Tupperware (1,296,277)
- Villeroy & Boch (1,156,506)
- Muji (856,180)
- Iittala (773,683)
Frequently asked questions
How many fans does Zara Home have in Germany?
Zara Home has an estimated audience of 2,227,103 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Zara Home fans?
71.1% of Zara Home fans are female, 28.9% are male, with an average age of 41.5 years.
Which brands do Zara Home fans like most?
Zara Home fans show strongest brand affinity for Living room (3.45×), Dining room (4.33×), and IKEA (2.1×) over the country average.
Where do Zara Home fans live in Germany?
Zara Home fans in Germany are most concentrated in Nordrhein-Westfalen (reach 606,096), Bayern (reach 457,792), and Baden-Württemberg (reach 295,931). These three regions account for the largest share of the active audience.
What other brands do Zara Home fans also like?
Beyond Zara Home itself, the audience over-indexes on Dining room (4.33×), IKEA (2.1×), Decoration (3.63×), and Home Design (2.89×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Zara Home. 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.