Home improvement Audience in France
Home improvement has an estimated audience of 15,315,665 people in France. 56.8% are female, 43.2% are male, average age 45.6. Top regions: Île-de-France, Auvergne-Rhône-Alpes, Hauts-de-France. Top brand affinities: Brico Dépôt, Castorama, Do it yourself (DIY), Aldi, Home Design.
The average Home improvement fan in France is 45.6 years old, more female, and lives primarily in Île-de-France. The audience is concentrated in Île-de-France, Auvergne-Rhône-Alpes, Hauts-de-France. Top brand affinities include Brico Dépôt, Castorama, Do it yourself (DIY), with strongest over-indexing on Brico Dépôt (2.68× the country average). Demographically, the Home improvement audience skews more female with an average age of 45.6, 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 13 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 56.8% |
| Male | 43.2% |
| Average age | 45.6 |
| Estimated audience size | 15,315,665 |
Audience persona
The typical Home improvement fan in France is more female, around 45.6 years old, with strong Design Affinity tendencies and a notable affinity for Brico Dépôt.
Top regions in France
| Region | Reach | Affinity |
|---|---|---|
| Île-de-France | 2,902,400 | 1.06× |
| Auvergne-Rhône-Alpes | 1,775,043 | 0.98× |
| Hauts-de-France | 1,511,276 | 1.12× |
| Occitanie | 1,377,704 | 1.04× |
| Provence-Alpes-Côte d'Azur | 1,360,773 | 1.2× |
| Grand Est | 1,334,571 | 1.08× |
| Nouvelle-Aquitaine | 1,052,511 | 0.78× |
| Normandy | 755,678 | 1.01× |
| Pays de la Loire | 685,144 | 0.81× |
| Centre-Val de Loire | 623,106 | 1.08× |
| Bourgogne-Franche-Comté | 618,458 | 1× |
| Brittany | 527,206 | 0.71× |
| Corsica | 86,370 | 1.13× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Brico Dépôt | 2.68× | Shopping |
| Castorama | 2.3× | Shopping |
| Do it yourself (DIY) | 1.68× | Home & Garden |
| Aldi | 2.08× | Shopping |
| Home Design | 3.07× | Home & Garden |
| Leroy Merlin | 2.48× | Shopping |
| Renovation | 1.84× | Home & Garden |
| IKEA | 1.72× | Home & Garden |
| Furniture | 1.52× | Home & Garden |
| Mr. Bricolage | 2.93× | Shopping |
| King Jouet | 2.32× | Shopping |
| Norauto | 1.86× | Cars & Mobility |
| La Redoute | 1.59× | Shopping |
| Crafts | 1.57× | Home & Garden |
| Handicraft | 1.65× | Home & Garden |
| vertbaudet | 2.26× | Fashion & Accessoires |
| Hardware store | 1.87× | Home & Garden |
| Living room | 2.52× | Home & Garden |
| Home décor products | 2.73× | Home & Garden |
| Primark | 1.52× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2 |
| DIY Mentality | THRILL | 1.9 |
| Mindfulness | BALANCE | 1.41 |
| Creativity | OPEN | 1.32 |
| Extroversion | THRILL | 1.27 |
| Luxury Orientation | PREMIUM | 1.24 |
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 — Italy
- Home improvement — Spain
- Home improvement — Brazil
- Home improvement — Japan
- Home improvement — South Korea
- Home improvement — India
- Home improvement — Canada
- Home improvement — Mexico
More Lifestyle cluster audiences in France
- Entertainment (35,800,403)
- Food and drink (32,915,229)
- Sports (32,066,042)
- Arts and music (31,290,374)
- Shopping (30,309,529)
Frequently asked questions
How many fans does Home improvement have in France?
Home improvement has an estimated audience of 15,315,665 people in France, concentrated in Île-de-France and Auvergne-Rhône-Alpes.
What is the gender split and age of Home improvement fans?
56.8% of Home improvement fans are female, 43.2% are male, with an average age of 45.6 years.
Which brands do Home improvement fans like most?
Home improvement fans show strongest brand affinity for Brico Dépôt (2.68×), Castorama (2.3×), and Do it yourself (DIY) (1.68×) over the country average.
Where do Home improvement fans live in France?
Home improvement fans in France are most concentrated in Île-de-France (reach 2,902,400), Auvergne-Rhône-Alpes (reach 1,775,043), and Hauts-de-France (reach 1,511,276). 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 Castorama (2.3×), Do it yourself (DIY) (1.68×), Aldi (2.08×), and Home Design (3.07×) compared to the France average.
How to read this data
Audience size is the estimated number of people in France 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 France. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.