Home improvement Audience in Spain
Home improvement has an estimated audience of 12,241,055 people in Spain. 59.9% are female, 40.1% are male, average age 46.7. Top regions: Andalusia, Community of Madrid, Catalonia. Top brand affinities: Online shopping, Renovation, Decoration, Brico Dépôt, Home Design.
The average Home improvement fan in Spain is 46.7 years old, more female, and lives primarily in Andalusia. The audience is concentrated in Andalusia, Community of Madrid, Catalonia. Top brand affinities include Online shopping, Renovation, Decoration, with strongest over-indexing on Online shopping (1.61× the country average). Demographically, the Home improvement audience skews more female with an average age of 46.7, and over-indexes on personality traits such as DIY Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 59.9% |
| Male | 40.1% |
| Average age | 46.7 |
| Estimated audience size | 12,241,055 |
Audience persona
The typical Home improvement fan in Spain is more female, around 46.7 years old, with strong DIY Mentality tendencies and a notable affinity for Online shopping.
Top regions in Spain
| Region | Reach | Affinity |
|---|---|---|
| Andalusia | 2,215,185 | 0.92× |
| Community of Madrid | 2,119,124 | 1.03× |
| Catalonia | 2,003,152 | 0.9× |
| Comunidad Valenciana | 1,521,259 | 1.11× |
| Canary Islands | 666,829 | 1.09× |
| Galicia | 501,917 | 0.88× |
| Castile and León | 446,297 | 0.84× |
| Region of Murcia | 443,467 | 1.06× |
| Castilla-La Mancha | 439,042 | 0.88× |
| Basque Autonomous Country | 311,122 | 0.68× |
| Aragon | 294,068 | 0.91× |
| Extremadura | 289,721 | 1.1× |
| Balearic Islands | 283,770 | 0.83× |
| Principality of Asturias | 261,764 | 0.91× |
| Cantabria | 177,337 | 1.15× |
| Navarre | 165,894 | 1.08× |
| La Rioja | 131,037 | 1.64× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Online shopping | 1.61× | Shopping |
| Renovation | 2.76× | Home & Garden |
| Decoration | 3.05× | Home & Garden |
| Brico Dépôt | 2.37× | Shopping |
| Home Design | 3.07× | Home & Garden |
| SKLUM | 2.42× | Home & Garden |
| House | 1.65× | Home & Garden |
| Crafts | 1.73× | Home & Garden |
| Deco | 2.04× | Home & Garden |
| Handicraft | 1.74× | Home & Garden |
| Home décor products | 3.33× | Home & Garden |
| Garden | 1.8× | Home & Garden |
| Kitchen | 1.6× | Home & Garden |
| Maisons du Monde | 3.02× | Home & Garden |
| El Mueble | 2.36× | Home & Garden |
| Culinary art | 1.53× | Arts & Culture |
| Conforama | 2.24× | Home & Garden |
| Revista HOLA | 1.8× | News |
| Semana | 1.58× | News |
| Gardening | 1.85× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.42 |
| Design Affinity | PREMIUM | 2.1 |
| Creativity | OPEN | 1.27 |
| Price Sensitivity | PREMIUM | 1.22 |
| Luxury Orientation | PREMIUM | 1.14 |
| Sustainability | BALANCE | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
See Home improvement audiences in other countries
- Home improvement — Germany
- Home improvement — United States
- Home improvement — United Kingdom
- Home improvement — France
- Home improvement — Italy
- Home improvement — Brazil
- Home improvement — Japan
- Home improvement — South Korea
- Home improvement — India
- Home improvement — Canada
- Home improvement — Mexico
More Lifestyle cluster audiences in Spain
- Entertainment (28,230,018)
- Food and drink (27,308,440)
- Sports (26,429,997)
- Business and industry (26,410,090)
- Arts and music (26,156,055)
Frequently asked questions
How many fans does Home improvement have in Spain?
Home improvement has an estimated audience of 12,241,055 people in Spain, concentrated in Andalusia and Community of Madrid.
What is the gender split and age of Home improvement fans?
59.9% of Home improvement fans are female, 40.1% are male, with an average age of 46.7 years.
Which brands do Home improvement fans like most?
Home improvement fans show strongest brand affinity for Online shopping (1.61×), Renovation (2.76×), and Decoration (3.05×) over the country average.
Where do Home improvement fans live in Spain?
Home improvement fans in Spain are most concentrated in Andalusia (reach 2,215,185), Community of Madrid (reach 2,119,124), and Catalonia (reach 2,003,152). These three regions account for the largest share of the active audience.
What other brands do Home improvement fans also like?
Beyond Home improvement itself, the audience over-indexes on Renovation (2.76×), Decoration (3.05×), Brico Dépôt (2.37×), and Home Design (3.07×) compared to the Spain average.
How to read this data
Audience size is the estimated number of people in Spain who actively search for Home improvement. 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 Spain. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.