A data profile of the people who buy, follow and care about Home improvement in Australia — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 9,456,898 people in Australia.
The average Home improvement fan in Australia is 44.8 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Renovation, Home construction, Home décor products, with strongest over-indexing on Renovation (1.61× the country average).
Demographically, the Home improvement audience skews more female with an average age of 44.8, 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 8 regions tracked by Rascasse.
The typical Home improvement fan in Australia is more female, around 44.8 years old, with strong DIY Mentality tendencies and a notable affinity for Renovation.
The key figures that characterise the Home improvement profile in Australia.
57.8% are female, 42.2% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 57.8% |
| Male | 42.2% |
| Average age | 44.8 |
| Estimated audience size | 9,456,898 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Home improvement audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 1.22× | |
| 02 | South Australia | ~900K | 1.18× | |
| 03 | Queensland | ~2.5M | 1.09× | |
| 04 | Western Australia | ~1M | 0.95× | |
| 05 | Victoria | ~2.5M | 0.93× | |
| 06 | Australian Capital Territory | ~200K | 0.93× | |
| 07 | Northern Territory | ~80K | 0.93× | |
| 08 | New South Wales | ~3M | 0.90× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home Interior Design | Home & Garden | 1.92× | ||
| 02 | Home décor products | Home & Garden | 1.84× | ||
| 03 | Farmhouse | Travel & Leisure | 1.84× | ||
| 04 | Freedom Furniture | Home & Garden | 1.73× | ||
| 05 | Decoration | Home & Garden | 1.72× | ||
| 06 | Home Design | Home & Garden | 1.68× | ||
| 07 | West Elm | Home & Garden | 1.68× | ||
| 08 | Landscape design | Business & Career | 1.67× | ||
| 09 | Drill | Home & Garden | 1.63× | ||
| 10 | Renovation | Home & Garden | 1.61× | ||
| 11 | Patio | Home & Garden | 1.61× | ||
| 12 | Home construction | Home & Garden | 1.60× | ||
| 13 | Garden furniture | Home & Garden | 1.60× | ||
| 14 | Window shutter | Home & Garden | 1.60× | ||
| 15 | Hardware store | Home & Garden | 1.58× | ||
| 16 | Backyard | Home & Garden | 1.56× | ||
| 17 | Bedroom furniture | Home & Garden | 1.56× | ||
| 18 | Adairs | Home & Garden | 1.55× | ||
| 19 | Retirement community | Kids & Family | 1.55× | ||
| 20 | Nick Scali Furniture | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.55× | |
| Design Affinity | PREMIUM | 1.44× | |
| Creativity | OPEN | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.81× | |
| Healthy Lifestyle | BALANCE | 0.84× | |
| Social Media Usage | JOY | 0.86× |
Home improvement has an estimated audience of 9,456,898 people in Australia, concentrated in New South Wales and Victoria.
57.8% of Home improvement fans are female, 42.2% are male, with an average age of 44.8 years.
Home improvement fans show strongest brand affinity for Renovation (1.61×), Home construction (1.6×), and Home décor products (1.84×) over the country average.
Home improvement fans in Australia are most concentrated in New South Wales (reach ~3M), Victoria (reach ~2.5M), and Queensland (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Home improvement itself, the audience over-indexes on Home construction (1.6×), Home décor products (1.84×), Landscape design (1.67×), and Home Design (1.68×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia 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 Australia. 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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