A data profile of the people who buy, follow and care about Home and garden in Mexico — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 9,815,841 people in Mexico.
The average Home and garden fan in Mexico is 31.5 years old, more female, and lives primarily in Nuevo Leon.
The audience is concentrated in Nuevo Leon, State of Mexico, Distrito Federal.
Top brand affinities include Shopping and fashion, Costa Rica, Game consoles, with strongest over-indexing on Shopping and fashion (291.47× the country average).
Demographically, the Home and garden audience skews more female with an average age of 31.5, and over-indexes on personality traits such as Spirituality, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Home and garden fan in Mexico is more female, around 31.5 years old, with strong Spirituality tendencies and a notable affinity for Shopping and fashion.
The key figures that characterise the Home and garden profile in Mexico.
56.4% are female, 43.6% are male, average age 31.5.
| Metric | Value |
|---|---|
| Female | 56.4% |
| Male | 43.6% |
| Average age | 31.5 |
| Estimated audience size | 9,815,841 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 42% | |
| 20-29 | 20% | |
| 30-39 | 17% | |
| 40-49 | 14% | |
| 50+ | 7% |
of the worldwide Home and garden audience comes from Mexico.
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
Where the Home and garden audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nuevo Leon | ~1.5M | 2.37× | |
| 02 | Baja California Sur | ~90K | 1.09× | |
| 03 | Nayarit | ~100K | 1.08× | |
| 04 | Tlaxcala | ~100K | 1.07× | |
| 05 | Durango | ~100K | 1.05× | |
| 06 | Guerrero | ~300K | 1.03× | |
| 07 | Aguascalientes | ~100K | 1.02× | |
| 08 | Morelos | ~200K | 1.01× | |
| 09 | Yucatan | ~200K | 0.98× | |
| 10 | Michoacan de Ocampo | ~300K | 0.97× | |
| 11 | Chihuahua | ~300K | 0.97× | |
| 12 | Coahuila de Zaragoza | ~300K | 0.97× | |
| 13 | Hidalgo | ~200K | 0.97× | |
| 14 | Guanajuato | ~400K | 0.94× | |
| 15 | Baja California | ~400K | 0.94× | |
| 16 | Veracruz (state) | ~500K | 0.93× | |
| 17 | Puebla | ~500K | 0.93× | |
| 18 | Jalisco | ~700K | 0.90× | |
| 19 | Distrito Federal | ~1M | 0.87× | |
| 20 | State of Mexico | ~1M | 0.85× |
The strongest cross-interests of the Home and garden audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Costa Rica | Travel & Leisure | 540.10× | ||
| 02 | Daily Horoscope | Internet & Social Media | 500.66× | ||
| 03 | Shopping and fashion | Shopping | 291.47× | ||
| 04 | Exfoliation (cosmetology) | Beauty & Wellness | 207.17× | ||
| 05 | Game consoles | Technology & Electronics | 152.02× | ||
| 06 | Valentine's Day | Kids & Family | 118.79× | ||
| 07 | Catholic Church | Politics & Society | 117.65× | ||
| 08 | Travel agency | Travel & Leisure | 79.97× | ||
| 09 | Sarcasm | Politics & Society | 77.33× | ||
| 10 | Mobile game | Games | 65.64× | ||
| 11 | Broadcasting of sports events | Movies & TV | 62.79× | ||
| 12 | El País | News | 57.50× | ||
| 13 | Banana | Food & Beverages | 56.18× | ||
| 14 | Dentistry | Business & Career | 53.54× | ||
| 15 | Love & Sex | Kids & Family | 51.37× | ||
| 16 | Pilsner | Food & Beverages | 49.57× | ||
| 17 | Multi-level marketing | Business & Career | 43.62× | ||
| 18 | Sexology | Kids & Family | 37.01× | ||
| 19 | Breastfeeding | Kids & Family | 36.35× | ||
| 20 | Freeware | Technology & Electronics | 27.76× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 24.32× | |
| Travelling | THRILL | 20.88× | |
| Urban Lifestyle | OPEN | 3.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.62× | |
| Pet Ownership | JOY | 0.88× | |
| Extroversion | THRILL | 0.93× |
Home and garden has an estimated audience of 9,815,841 people in Mexico, concentrated in Nuevo Leon and State of Mexico.
56.4% of Home and garden fans are female, 43.6% are male, with an average age of 31.5 years.
Home and garden fans show strongest brand affinity for Shopping and fashion (291.47×), Costa Rica (540.1×), and Game consoles (152.02×) over the country average.
Home and garden fans in Mexico are most concentrated in Nuevo Leon (reach ~1.5M), State of Mexico (reach ~1M), and Distrito Federal (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Home and garden itself, the audience over-indexes on Costa Rica (540.1×), Game consoles (152.02×), Catholic Church (117.65×), and Exfoliation (cosmetology) (207.17×) compared to the Mexico average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Mexico who actively search for Home and garden. 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 Mexico. 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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