Rascasse Audience Intelligence

Clay Audience in United States

Name: Clay — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Clay in United States — modelled from more than twelve digital signal sources. Clay has an estimated audience of 9,481,161 people in United States.

#2384among Topic in United States #271in Home & Garden

The average Clay fan in United States is 38.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Do it yourself (DIY), City Bank, Superman, with strongest over-indexing on Do it yourself (DIY) (2.33× the country average).

Demographically, the Clay audience skews more female with an average age of 38.0, 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 50 regions tracked by Rascasse.

The typical Clay fan in United States is more female, around 38.0 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).

Category: Home & Garden · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Clay profile in United States.

Audience size

9.5M

in United States

Gender

66.2%♀

33.8% male

Age

38.0

average years

Country rank

#3771

Topic in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Demographics of Clay fans

66.2% are female, 33.8% are male, average age 38.0.

Fig. 02

Gender split

66.2%

Female

33.8%

Male

Demographic split for Clay audience in United States
Metric	Value
Female	66.2%
Male	33.8%
Average age	38.0
Estimated audience size	9,481,161

Fig. 03

Age distribution

Age distribution of the Clay audience in United States
Age bracket	Share	%
16-19		24%
20-29		20%
30-39		19%
40-49		19%
50+		19%

Fig. 04

Worldwide distribution

23.3%

of the worldwide Clay audience comes from United States.

Worldwide audience distribution share by country for Clay
Country	Share
United States	23.3%
United Kingdom	6.1%
Vietnam	5.7%

Section 03

Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Clay audience in United States is strongest.

Fig. 05

Top regions by affinity

Clay fans by region: top regions in United States
#	Region	Reach	×
01	New York	~1M	2.15×
02	California	~1.5M	1.53×
03	Texas	~1M	1.41×
04	Utah	~100K	1.39×
05	West Virginia	~60K	1.36×
06	Georgia	~400K	1.28×
07	Vermont	~20K	1.28×
08	Virginia	~300K	1.23×
09	Alabama	~200K	1.18×
10	Kentucky	~100K	1.17×
11	New Hampshire	~40K	1.10×
12	New Jersey	~300K	1.09×
13	Washington	~200K	1.08×
14	Massachusetts	~200K	1.06×
15	Florida	~700K	1.05×
16	Pennsylvania	~300K	1.04×
17	Ohio	~300K	1.03×
18	North Carolina	~300K	1.03×
19	Minnesota	~100K	1.02×
20	Illinois	~300K	1.01×
21	Colorado	~100K	0.99×
22	Arizona	~200K	0.97×
23	Idaho	~50K	0.97×
24	Oregon	~100K	0.96×
25	Kansas	~70K	0.95×
26	New Mexico	~50K	0.95×
27	Indiana	~200K	0.93×
28	Missouri	~100K	0.93×
29	Connecticut	~90K	0.93×
30	Nevada	~90K	0.93×
31	Washington, District of Columbia	~30K	0.93×
32	Hawaii	~40K	0.92×
33	South Dakota	~20K	0.91×
34	Maryland	~100K	0.90×
35	Nebraska	~40K	0.89×
36	Arkansas	~70K	0.88×
37	North Dakota	~20K	0.88×
38	Oklahoma	~90K	0.87×
39	Rhode Island	~30K	0.87×
40	Louisiana	~100K	0.85×
41	Michigan	~200K	0.83×
42	Iowa	~70K	0.83×
43	Tennessee	~200K	0.82×
44	Mississippi	~60K	0.81×
45	Maine	~30K	0.81×
46	South Carolina	~100K	0.80×
47	Delaware	~20K	0.80×
48	Wisconsin	~100K	0.78×
49	Montana	~20K	0.77×
50	Alaska	~20K	0.77×

Affinity by region — Clay, United States

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Clay audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Clay audience
#	Interest	Category	×
01	City Bank	Business & Career	5.16×
02	David Harbour	Movies & TV	5.16×
03	Ceramic art	Arts & Culture	4.87×
04	Stitch!	Movies & TV	4.56×
05	Millie Bobby Brown	Movies & TV	3.07×
06	Art exhibition	Arts & Culture	2.78×
07	Real property	Home & Garden	2.39×
08	Do it yourself (DIY)	Home & Garden	2.33×
09	Dillard's	Fashion & Accessoires	2.27×
10	Natural skin care	Beauty & Wellness	2.22×
11	Vintage clothing	Fashion & Accessoires	2.19×
12	Contemporary art	Arts & Culture	2.12×
13	Museum	Arts & Culture	2.11×
14	Fine art	Business & Career	2.06×
15	Five Below	Shopping	1.95×
16	J. C. Penney	Shopping	1.90×
17	Etsy	Fashion & Accessoires	1.68×
18	Pet food	Pets & Animals	1.66×
19	Superman	Movies & TV	1.62×
20	Harry Potter	Movies & TV	1.51×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Clay audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out

The strongest tendencies

Top personality traits over-indexed by Clay audience · What stands out
Trait	Cluster	Score
DIY Mentality	THRILL	1.68×
Design Affinity	PREMIUM	1.65×
Sustainability	BALANCE	1.48×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Clay audience · Rather not
Trait	Cluster	Score
Social Media Usage	JOY	0.80×
Family Orientation	CONSERVATISM	0.85×
Convenience Orientation	PREMIUM	0.93×

0×1.00× baseline2×

Section 06

Frequently asked questions

How many fans does Clay have in United States?

Clay has an estimated audience of 9,481,161 people in United States, concentrated in California and Texas.

What is the gender split and age of Clay fans?

66.2% of Clay fans are female, 33.8% are male, with an average age of 38.0 years.

Which brands do Clay fans like most?

Clay fans show strongest brand affinity for Do it yourself (DIY) (2.33×), City Bank (5.16×), and Superman (1.62×) over the country average.

Where do Clay fans live in United States?

Clay fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1M), and New York (reach ~1M). These three regions account for the largest share of the active audience.

What other brands do Clay fans also like?

Beyond Clay itself, the audience over-indexes on City Bank (5.16×), Superman (1.62×), David Harbour (5.16×), and Real property (2.39×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

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See Clay audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Clay. 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 United States. 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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