A data profile of the people who buy, follow and care about Home and garden in Spain — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 17,847,672 people in Spain.
Home and garden has an estimated audience of 17,847,672 people in Spain. 60.8% are female, 39.2% are male, average age 42.6. Top brand affinities: Do it yourself (DIY), IBEX 35, Home Appliances, Caixabank, Renovation.
Top brand affinities include Do it yourself (DIY), IBEX 35, Home Appliances, with strongest over-indexing on Do it yourself (DIY) (1.58× the country average).
Demographically, the Home and garden audience skews more female with an average age of 42.6, and over-indexes on personality traits such as DIY Mentality, Indulgence.
The typical Home and garden fan in Spain is more female, around 42.6 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Home and garden profile in Spain.
60.8% are female, 39.2% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 42.6 |
| Estimated audience size | 17,847,672 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 24% |
of the worldwide Home and garden audience comes from Spain.
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
The strongest cross-interests of the Home and garden audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Do it yourself (DIY) | Home & Garden | 1.58× | ||
| 02 | Home Appliances | Home & Garden | 1.58× | ||
| 03 | Renovation | Home & Garden | 1.58× | ||
| 04 | Innovation | Business & Career | 1.58× | ||
| 05 | Carrefour Market | Shopping | 1.58× | ||
| 06 | Air conditioning | Technology & Electronics | 1.58× | ||
| 07 | Cultural heritage | Politics & Society | 1.58× | ||
| 08 | Wine tasting | Food & Beverages | 1.58× | ||
| 09 | Brunch | Food & Beverages | 1.58× | ||
| 10 | Luxury real estate | Business & Career | 1.58× | ||
| 11 | Efficient energy use | Technology & Electronics | 1.58× | ||
| 12 | Summer vacation | Travel & Leisure | 1.58× | ||
| 13 | Boho-chic | Fashion & Accessoires | 1.58× | ||
| 14 | Cleanliness | Home & Garden | 1.58× | ||
| 15 | Abstract art | Arts & Culture | 1.58× | ||
| 16 | Caprabo | Food & Beverages | 1.58× | ||
| 17 | Logitravel | Travel & Leisure | 1.58× | ||
| 18 | Caixabank | Business & Career | 1.51× | ||
| 19 | Gardening | Home & Garden | 1.51× | ||
| 20 | IBEX 35 | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.44× | |
| Indulgence | JOY | 1.28× | |
| Sustainability | BALANCE | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.96× | |
| Extroversion | THRILL | 0.98× | |
| Healthy Lifestyle | BALANCE | 0.99× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Home and garden. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. 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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