A data profile of the people who buy, follow and care about Mattress in India — modelled from more than twelve digital signal sources. Mattress has an estimated audience of 3,596,270 people in India.
The average Mattress fan in India is 37.3 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, Karnataka.
Top brand affinities include Bed, Pillow, Bedding, with strongest over-indexing on Bed (3.41× the country average).
Demographically, the Mattress audience skews more male with an average age of 37.3, 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 29 regions tracked by Rascasse.
The typical Mattress fan in India is more male, around 37.3 years old, with strong Design Affinity tendencies and a notable affinity for Bed.
The key figures that characterise the Mattress profile in India.
32.5% are female, 67.5% are male, average age 37.3.
| Metric | Value |
|---|---|
| Female | 32.5% |
| Male | 67.5% |
| Average age | 37.3 |
| Estimated audience size | 3,596,270 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 28% | |
| 30-39 | 23% | |
| 40-49 | 18% | |
| 50+ | 13% |
of the worldwide Mattress audience comes from India.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 7.8% |
| United Kingdom | 4.5% |
Where the Mattress audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Karnataka | ~100K | 1.45× | |
| 02 | Mizoram | ~3K | 1.39× | |
| 03 | Goa | ~5K | 1.31× | |
| 04 | Arunachal Pradesh | ~3K | 1.31× | |
| 05 | Manipur | ~6K | 1.29× | |
| 06 | Telangana | ~70K | 1.26× | |
| 07 | Maharashtra | ~200K | 1.23× | |
| 08 | Nagaland | ~3K | 1.18× | |
| 09 | Meghalaya | ~4K | 1.08× | |
| 10 | Assam | ~40K | 1.03× | |
| 11 | Uttarakhand | ~20K | 1.03× | |
| 12 | Tamil Nadu | ~90K | 1.00× | |
| 13 | Jharkhand | ~30K | 0.98× | |
| 14 | Haryana | ~50K | 0.97× | |
| 15 | Andhra Pradesh | ~40K | 0.97× | |
| 16 | Gujarat | ~100K | 0.95× | |
| 17 | Chhattisgarh | ~20K | 0.94× | |
| 18 | Himachal Pradesh | ~10K | 0.93× | |
| 19 | Tripura | ~4K | 0.92× | |
| 20 | Sikkim | ~1K | 0.92× | |
| 21 | Madhya Pradesh | ~60K | 0.90× | |
| 22 | Odisha | ~30K | 0.82× | |
| 23 | Rajasthan | ~60K | 0.80× | |
| 24 | Uttar Pradesh | ~100K | 0.79× | |
| 25 | Kerala | ~40K | 0.73× | |
| 26 | West Bengal | ~80K | 0.71× | |
| 27 | Punjab (region) | ~30K | 0.68× | |
| 28 | Jammu and Kashmir | ~10K | 0.68× | |
| 29 | Bihar | ~40K | 0.63× |
The strongest cross-interests of the Mattress audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | shawshank redemption | Movies & TV | 7.65× | ||
| 02 | Road movie | Movies & TV | 7.59× | ||
| 03 | Bed frame | Home & Garden | 7.37× | ||
| 04 | Blanket | Home & Garden | 6.78× | ||
| 05 | Pillow | Home & Garden | 6.46× | ||
| 06 | Bedding | Home & Garden | 5.63× | ||
| 07 | Bed sheet | Home & Garden | 5.05× | ||
| 08 | Bedroom | Home & Garden | 4.08× | ||
| 09 | Bedroom furniture | Home & Garden | 3.96× | ||
| 10 | Sleep | Health | 3.77× | ||
| 11 | Bed | Home & Garden | 3.41× | ||
| 12 | Chair | Home & Garden | 2.89× | ||
| 13 | Gujarati language | Politics & Society | 1.96× | ||
| 14 | Furniture | Home & Garden | 1.88× | ||
| 15 | Social networking service | Technology & Electronics | 1.82× | ||
| 16 | House | Home & Garden | 1.81× | ||
| 17 | Home improvement | Home & Garden | 1.79× | ||
| 18 | Audience | Business & Career | 1.74× | ||
| 19 | Religion | Business & Career | 1.74× | ||
| 20 | Hinduism | Politics & Society | 1.70× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.59× | |
| DIY Mentality | THRILL | 1.52× | |
| Sustainability | BALANCE | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.91× | |
| Early Adopter Mentality | POWER | 1.04× | |
| Healthy Lifestyle | BALANCE | 1.05× |
Mattress has an estimated audience of 3,596,270 people in India, concentrated in Maharashtra and Uttar Pradesh.
32.5% of Mattress fans are female, 67.5% are male, with an average age of 37.3 years.
Mattress fans show strongest brand affinity for Bed (3.41×), Pillow (6.46×), and Bedding (5.63×) over the country average.
Mattress fans in India are most concentrated in Maharashtra (reach ~200K), Uttar Pradesh (reach ~100K), and Karnataka (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Mattress itself, the audience over-indexes on Pillow (6.46×), Bedding (5.63×), Sleep (3.77×), and Blanket (6.78×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Mattress. 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 India. 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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