A data profile of the people who buy, follow and care about Home improvement in Netherlands — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 4,897,910 people in Netherlands.
The average Home improvement fan in Netherlands is 46.1 years old, balanced, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include Hornbach, Do it yourself (DIY), Renovation, with strongest over-indexing on Hornbach (1.56× the country average).
Demographically, the Home improvement audience skews balanced with an average age of 46.1, and over-indexes on personality traits such as Need for Security, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Home improvement fan in Netherlands is balanced, around 46.1 years old, with strong Need for Security tendencies and a notable affinity for Hornbach.
The key figures that characterise the Home improvement profile in Netherlands.
55.0% are female, 45.0% are male, average age 46.1.
| Metric | Value |
|---|---|
| Female | 55.0% |
| Male | 45.0% |
| Average age | 46.1 |
| Estimated audience size | 4,897,910 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Home improvement audience comes from Netherlands.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North Brabant | ~900K | 1.12× | |
| 02 | Limburg | ~400K | 1.10× | |
| 03 | Overijssel | ~400K | 1.04× | |
| 04 | Friesland | ~200K | 1.04× | |
| 05 | Drenthe | ~200K | 1.03× | |
| 06 | Zuid-Holland | ~1M | 1.02× | |
| 07 | Flevoland | ~100K | 1.02× | |
| 08 | North Holland | ~900K | 1.01× | |
| 09 | Gelderland | ~600K | 1.01× | |
| 10 | Groningen | ~200K | 0.96× | |
| 11 | Zeeland | ~100K | 0.92× | |
| 12 | Utrecht | ~300K | 0.85× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Decoration | Home & Garden | 2.71× | ||
| 02 | Loods 5 | Home & Garden | 2.46× | ||
| 03 | Home décor products | Home & Garden | 2.35× | ||
| 04 | Danish design | Home & Garden | 2.26× | ||
| 05 | Architecture & Design | Business & Career | 2.00× | ||
| 06 | Home Design | Home & Garden | 1.99× | ||
| 07 | Modern architecture | Arts & Culture | 1.97× | ||
| 08 | Plumbing | Home & Garden | 1.93× | ||
| 09 | Home Interiors | Home & Garden | 1.92× | ||
| 10 | Home Interior Design | Home & Garden | 1.91× | ||
| 11 | JYSK | Home & Garden | 1.89× | ||
| 12 | Renovation | Home & Garden | 1.88× | ||
| 13 | Home construction | Home & Garden | 1.88× | ||
| 14 | Home repair | Home & Garden | 1.85× | ||
| 15 | Do it yourself (DIY) | Home & Garden | 1.68× | ||
| 16 | Bedroom | Home & Garden | 1.62× | ||
| 17 | Hornbach | Shopping | 1.56× | ||
| 18 | Living room | Home & Garden | 1.55× | ||
| 19 | Scapino | Fashion & Accessoires | 1.55× | ||
| 20 | Interior design | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.37× | |
| Price Sensitivity | PREMIUM | 1.32× | |
| Healthy Lifestyle | BALANCE | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.58× | |
| Social Media Usage | JOY | 0.73× | |
| Indulgence | JOY | 1.03× |
Home improvement has an estimated audience of 4,897,910 people in Netherlands, concentrated in Zuid-Holland and North Holland.
55.0% of Home improvement fans are female, 45.0% are male, with an average age of 46.1 years.
Home improvement fans show strongest brand affinity for Hornbach (1.56×), Do it yourself (DIY) (1.68×), and Renovation (1.88×) over the country average.
Home improvement fans in Netherlands are most concentrated in Zuid-Holland (reach ~1M), North Holland (reach ~900K), and North Brabant (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Home improvement itself, the audience over-indexes on Do it yourself (DIY) (1.68×), Renovation (1.88×), Decoration (2.71×), and Architecture & Design (2.0×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Netherlands. 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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