Home and garden Audience in Mexico
Home and garden has an estimated audience of 9,815,841 people in Mexico. 56.4% are female, 43.6% are male, average age 31.5. Top regions: Nuevo Leon, State of Mexico, Guerrero. Top brand affinities: Chris Martin, National Car Rental, MSN, Pedro Pascal, TikTok.
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, Guerrero. Top brand affinities include Chris Martin, National Car Rental, MSN, with strongest over-indexing on Chris Martin (17.73× 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 Luxury Orientation, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home and garden fans
| Metric | Value |
|---|---|
| Female | 56.4% |
| Male | 43.6% |
| Average age | 31.5 |
| Estimated audience size | 9,815,841 |
Audience persona
The typical Home and garden fan in Mexico is more female, around 31.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Chris Martin.
Top regions in Mexico
| Region | Reach | Affinity |
|---|---|---|
| Nuevo Leon | 1,921,717 | 3.26× |
| State of Mexico | 390,155 | 0.29× |
| Guerrero | 318,719 | 1.28× |
| Distrito Federal | 299,791 | 0.23× |
| Michoacan de Ocampo | 258,915 | 0.76× |
| Chihuahua | 255,123 | 0.75× |
| Veracruz (state) | 249,822 | 0.43× |
| Jalisco | 242,042 | 0.33× |
| Coahuila de Zaragoza | 221,814 | 0.75× |
| Puebla | 217,891 | 0.42× |
| Guanajuato | 215,674 | 0.46× |
| Baja California | 210,207 | 0.52× |
| Durango | 193,704 | 1.43× |
| Tlaxcala | 182,619 | 1.62× |
| Morelos | 178,801 | 1.05× |
| Hidalgo | 178,789 | 0.75× |
| Nayarit | 168,495 | 1.78× |
| Yucatan | 159,592 | 0.78× |
| Aguascalientes | 151,758 | 1.22× |
| Baja California Sur | 147,322 | 1.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Chris Martin | 17.73× | Music & Radio |
| National Car Rental | 17.97× | Cars & Mobility |
| MSN | 2.9× | News |
| Pedro Pascal | 3.24× | Movies & TV |
| TikTok | 1.74× | Internet & Social Media |
| Enterprise Rent-A-Car | 9.84× | Cars & Mobility |
| Catholic Church | 2.22× | Politics & Society |
| Wattpad | 3.25× | Internet & Social Media |
| Radio | 1.89× | Technology & Electronics |
| Stone Island | 20× | Fashion & Accessoires |
| Travel agency | 2.36× | Travel & Leisure |
| Beaches | 1.64× | Travel & Leisure |
| Beauty salons | 1.52× | Beauty & Wellness |
| Crafts | 1.51× | Home & Garden |
| Banana | 2.12× | Food & Beverages |
| Sarcasm | 2.21× | Politics & Society |
| Do it yourself (DIY) | 1.58× | Home & Garden |
| Game consoles | 1.61× | Technology & Electronics |
| Insurance | 1.55× | Business & Career |
| Business class | 2.89× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 2.33 |
| Quality Awareness | PREMIUM | 2.08 |
| Design Affinity | PREMIUM | 1.99 |
| Family Orientation | CONSERVATISM | 1.96 |
| DIY Mentality | THRILL | 1.85 |
| Price Sensitivity | PREMIUM | 1.79 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
See Home and garden audiences in other countries
More Lifestyle cluster audiences in Mexico
- Fitness and wellness (17,183,611)
- Sports (16,043,635)
- Consumer electronics (15,780,014)
- Sports and outdoors (15,708,621)
- Shopping (15,659,206)
Frequently asked questions
How many fans does Home and garden have in Mexico?
Home and garden has an estimated audience of 9,815,841 people in Mexico, concentrated in Nuevo Leon and State of Mexico.
What is the gender split and age of Home and garden fans?
56.4% of Home and garden fans are female, 43.6% are male, with an average age of 31.5 years.
Which brands do Home and garden fans like most?
Home and garden fans show strongest brand affinity for Chris Martin (17.73×), National Car Rental (17.97×), and MSN (2.9×) over the country average.
Where do Home and garden fans live in Mexico?
Home and garden fans in Mexico are most concentrated in Nuevo Leon (reach 1,921,717), State of Mexico (reach 390,155), and Guerrero (reach 318,719). These three regions account for the largest share of the active audience.
What other brands do Home and garden fans also like?
Beyond Home and garden itself, the audience over-indexes on National Car Rental (17.97×), MSN (2.9×), Pedro Pascal (3.24×), and TikTok (1.74×) compared to the Mexico average.
How to read this data
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.
About this audience profile
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.