A data profile of the people who buy, follow and care about Home improvement in Mexico — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 6,810,277 people in Mexico.
The average Home improvement fan in Mexico is 38.6 years old, balanced, and lives primarily in State of Mexico.
The audience is concentrated in State of Mexico, Distrito Federal, Jalisco.
Top brand affinities include Do it yourself (DIY), Hardware store, Sodimac, with strongest over-indexing on Do it yourself (DIY) (1.63× the country average).
Demographically, the Home improvement audience skews balanced with an average age of 38.6, and over-indexes on personality traits such as DIY Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 24 regions tracked by Rascasse.
The typical Home improvement fan in Mexico is balanced, around 38.6 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Home improvement profile in Mexico.
52.2% are female, 47.8% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 38.6 |
| Estimated audience size | 6,810,277 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 22% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 15% |
of the worldwide Home improvement audience comes from Mexico.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baja California | ~500K | 1.88× | |
| 02 | State of Mexico | ~1.5M | 1.77× | |
| 03 | Chihuahua | ~300K | 1.42× | |
| 04 | Nuevo Leon | ~600K | 1.38× | |
| 05 | Distrito Federal | ~1M | 1.28× | |
| 06 | Baja California Sur | ~60K | 1.16× | |
| 07 | Jalisco | ~600K | 1.13× | |
| 08 | Yucatan | ~100K | 1.03× | |
| 09 | Durango | ~90K | 1.01× | |
| 10 | Coahuila de Zaragoza | ~200K | 1.00× | |
| 11 | Colima | ~40K | 0.98× | |
| 12 | Campeche | ~50K | 0.97× | |
| 13 | Aguascalientes | ~80K | 0.96× | |
| 14 | Zacatecas | ~80K | 0.96× | |
| 15 | Nayarit | ~60K | 0.96× | |
| 16 | Tlaxcala | ~70K | 0.95× | |
| 17 | Morelos | ~100K | 0.94× | |
| 18 | Guerrero | ~200K | 0.93× | |
| 19 | Hidalgo | ~200K | 0.93× | |
| 20 | Chiapas | ~200K | 0.92× | |
| 21 | Guanajuato | ~300K | 0.91× | |
| 22 | Michoacan de Ocampo | ~200K | 0.90× | |
| 23 | Puebla | ~300K | 0.88× | |
| 24 | Veracruz (state) | ~300K | 0.85× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Masha and the Bear | Movies & TV | 1.93× | ||
| 02 | Ace Frehley | Music & Radio | 1.91× | ||
| 03 | Nursery rhyme | Kids & Family | 1.90× | ||
| 04 | Agricultural science | Business & Career | 1.84× | ||
| 05 | Hardware store | Home & Garden | 1.83× | ||
| 06 | DeWalt | Home & Garden | 1.80× | ||
| 07 | Sodimac | Home & Garden | 1.75× | ||
| 08 | Whirlpool Corporation | Home & Garden | 1.75× | ||
| 09 | Viperidae | Pets & Animals | 1.74× | ||
| 10 | DIY & Craft Ideas | Home & Garden | 1.73× | ||
| 11 | Pattern (sewing) | Home & Garden | 1.71× | ||
| 12 | Vacuum cleaner | Home & Garden | 1.71× | ||
| 13 | Renovation | Home & Garden | 1.67× | ||
| 14 | Needlework | Home & Garden | 1.64× | ||
| 15 | Do it yourself (DIY) | Home & Garden | 1.63× | ||
| 16 | The Home Depot | Shopping | 1.63× | ||
| 17 | Power tool | Home & Garden | 1.60× | ||
| 18 | Mouthwash | Health | 1.57× | ||
| 19 | Knitting | Home & Garden | 1.56× | ||
| 20 | Home décor products | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.71× | |
| Creativity | OPEN | 1.23× | |
| Tradition | CONSERVATISM | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.76× | |
| Career Orientation | POWER | 0.77× | |
| Patriotism | CONSERVATISM | 0.77× |
Home improvement has an estimated audience of 6,810,277 people in Mexico, concentrated in State of Mexico and Distrito Federal.
52.2% of Home improvement fans are female, 47.8% are male, with an average age of 38.6 years.
Home improvement fans show strongest brand affinity for Do it yourself (DIY) (1.63×), Hardware store (1.83×), and Sodimac (1.75×) over the country average.
Home improvement fans in Mexico are most concentrated in State of Mexico (reach ~1.5M), Distrito Federal (reach ~1M), and Jalisco (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Home improvement itself, the audience over-indexes on Hardware store (1.83×), Sodimac (1.75×), Renovation (1.67×), and Masha and the Bear (1.93×) 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 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 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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