Home improvement Audience in Mexico
Home improvement has an estimated audience of 6,810,277 people in Mexico. 52.2% are female, 47.8% are male, average age 38.6. Top regions: State of Mexico, Distrito Federal, Baja California. Top brand affinities: Do it yourself (DIY), Hardware store, Sodimac, Renovation, Masha and the Bear.
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, Baja California. 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, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 24 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 38.6 |
| Estimated audience size | 6,810,277 |
Audience persona
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).
Top regions in Mexico
| Region | Reach | Affinity |
|---|---|---|
| State of Mexico | 1,799,783 | 1.92× |
| Distrito Federal | 1,220,565 | 1.36× |
| Baja California | 665,568 | 2.35× |
| Nuevo Leon | 637,324 | 1.56× |
| Jalisco | 607,116 | 1.21× |
| Chihuahua | 422,550 | 1.79× |
| Puebla | 250,531 | 0.69× |
| Guanajuato | 243,803 | 0.76× |
| Veracruz (state) | 213,990 | 0.53× |
| Coahuila de Zaragoza | 205,528 | 1.01× |
| Yucatan | 153,790 | 1.09× |
| Hidalgo | 122,038 | 0.74× |
| Michoacan de Ocampo | 120,130 | 0.51× |
| Durango | 97,219 | 1.03× |
| Baja California Sur | 91,686 | 1.69× |
| Guerrero | 85,314 | 0.49× |
| Morelos | 82,560 | 0.7× |
| Chiapas | 75,697 | 0.37× |
| Aguascalientes | 70,074 | 0.81× |
| Zacatecas | 55,348 | 0.64× |
| Tlaxcala | 43,995 | 0.56× |
| Nayarit | 43,975 | 0.67× |
| Campeche | 37,536 | 0.72× |
| Colima | 34,429 | 0.79× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Do it yourself (DIY) | 1.63× | Home & Garden |
| Hardware store | 1.83× | Home & Garden |
| Sodimac | 1.75× | Home & Garden |
| Renovation | 1.67× | Home & Garden |
| Masha and the Bear | 1.93× | Movies & TV |
| Knitting | 1.56× | Home & Garden |
| Mouthwash | 1.57× | Health |
| Power tool | 1.6× | Home & Garden |
| Whirlpool Corporation | 1.75× | Home & Garden |
| DeWalt | 1.8× | Home & Garden |
| Nursery rhyme | 1.9× | Kids & Family |
| The Home Depot | 1.63× | Shopping |
| Pattern (sewing) | 1.71× | Home & Garden |
| Agricultural science | 1.84× | Business & Career |
| Vacuum cleaner | 1.71× | Home & Garden |
| Ace Frehley | 1.91× | Music & Radio |
| Needlework | 1.64× | Home & Garden |
| Home décor products | 1.53× | Home & Garden |
| DIY & Craft Ideas | 1.73× | Home & Garden |
| Viperidae | 1.74× | Pets & Animals |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.05 |
| Design Affinity | PREMIUM | 1.74 |
| Quality Awareness | PREMIUM | 1.43 |
| Luxury Orientation | PREMIUM | 1.32 |
| Travelling | THRILL | 1.27 |
| Risk Appetite | THRILL | 1.21 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
See Home improvement audiences in other countries
- Home improvement — Germany
- Home improvement — United States
- Home improvement — United Kingdom
- Home improvement — France
- Home improvement — Italy
- Home improvement — Spain
- Home improvement — Brazil
- Home improvement — Japan
- Home improvement — South Korea
- Home improvement — India
- Home improvement — Canada
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 improvement have in Mexico?
Home improvement has an estimated audience of 6,810,277 people in Mexico, concentrated in State of Mexico and Distrito Federal.
What is the gender split and age of Home improvement fans?
52.2% of Home improvement fans are female, 47.8% are male, with an average age of 38.6 years.
Which brands do Home improvement fans like most?
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.
Where do Home improvement fans live in Mexico?
Home improvement fans in Mexico are most concentrated in State of Mexico (reach 1,799,783), Distrito Federal (reach 1,220,565), and Baja California (reach 665,568). These three regions account for the largest share of the active audience.
What other brands do Home improvement fans also like?
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.
How to read this data
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.
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.