Rascasse Audience Intelligence

DeWalt Target Market in United States

A data profile of the people who buy, follow and care about DeWalt in United States — modelled from more than twelve digital signal sources. DeWalt has an estimated audience of 9,806,877 people in United States.

#2among Tools in United States#370among Brand in United States#256in Home & Garden

The average DeWalt fan in United States is 37.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Drill, Wrench, Hammer, with strongest over-indexing on Drill (4.89× the country average).

Demographically, the DeWalt audience skews more male with an average age of 37.1, and over-indexes on personality traits such as DIY Mentality, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical DeWalt fan in United States is more male, around 37.1 years old, with strong DIY Mentality tendencies and a notable affinity for Drill.

Category: Home & Garden · Type: Brand · Subtype: Tools

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 DeWalt profile in United States.

Audience size
9.8M
in United States
Gender
24.1%♀
75.9% male
Age
37.1
average years
Country rank
#3641
Brand in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of DeWalt

24.1% are female, 75.9% are male, average age 37.1.

Fig. 02

Gender split

24.1%
Female
75.9%
Male
Demographic split for DeWalt audience in United States
MetricValue
Female24.1%
Male75.9%
Average age37.1
Estimated audience size9,806,877
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the DeWalt audience in United States
Age bracketShare%
16-1925%
20-2920%
30-3920%
40-4918%
50+17%
Fig. 04

Worldwide distribution

37.3%

of the worldwide DeWalt audience comes from United States.

Worldwide audience distribution share by country for DeWalt
CountryShare
United States37.3%
United Kingdom5.8%
Germany5.3%
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 DeWalt audience in United States is strongest.

Fig. 05

Top regions by affinity

DeWalt customers by region in United States
#RegionReachAffinity×
01South Dakota~40K1.77×
02North Dakota~30K1.66×
03Iowa~100K1.53×
04Nebraska~70K1.40×
05Montana~40K1.34×
06Wyoming~20K1.31×
07Idaho~60K1.28×
08Oklahoma~100K1.27×
09Alaska~30K1.25×
10West Virginia~50K1.17×
11Minnesota~200K1.14×
12Kansas~90K1.12×
13Arkansas~90K1.11×
14Kentucky~100K1.08×
15Tennessee~200K1.07×
16Indiana~200K1.07×
17Louisiana~100K1.05×
18Missouri~200K1.03×
19Wisconsin~200K1.03×
20Michigan~300K1.01×
21New Hampshire~40K1.01×
22North Carolina~300K1.00×
23Alabama~100K1.00×
24Maine~40K1.00×
25Texas~800K0.98×
26Oregon~100K0.98×
27Utah~90K0.98×
28Vermont~20K0.96×
29Washington~200K0.93×
30Mississippi~70K0.93×
31Ohio~300K0.92×
32New Mexico~40K0.92×
33Pennsylvania~300K0.90×
34Illinois~300K0.90×
35Colorado~100K0.90×
36South Carolina~100K0.90×
37Florida~500K0.83×
38Connecticut~80K0.83×
39Hawaii~30K0.83×
40Georgia~200K0.82×
41California~900K0.80×
42Arizona~200K0.78×
43New York~400K0.76×
44Virginia~200K0.76×
45Maryland~100K0.74×
46Rhode Island~20K0.72×
47Delaware~20K0.72×
48Massachusetts~100K0.70×
49Nevada~70K0.70×
50New Jersey~200K0.64×
Fig. 06

Affinity by region

Affinity by region — DeWalt, United States
0.64×1.00×1.77×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for DeWalt audience
#·InterestCategoryAffinity×
01MakitaHome & Garden6.76×
02HammerHome & Garden5.14×
03Machine toolHome & Garden5.11×
04WrenchHome & Garden5.05×
05DrillHome & Garden4.89×
06MachiningBusiness & Career4.53×
07Discount TireShopping4.00×
08Cars (film)Movies & TV3.96×
09Hardware storeHome & Garden3.60×
10HyundaiCars & Mobility3.39×
11Mechanical engineeringBusiness & Career3.13×
12Hand toolHome & Garden3.09×
13CarpentryHome & Garden2.99×
14Auto mechanicCars & Mobility2.80×
15TireCars & Mobility2.70×
16ToyotaCars & Mobility2.30×
17AutoZoneCars & Mobility2.05×
18SUVsCars & Mobility1.71×
19FIFA World CupSports1.59×
20Motor vehicleCars & Mobility1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the DeWalt 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 DeWalt audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.85×
PatriotismCONSERVATISM1.40×
MindfulnessBALANCE1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by DeWalt audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.70×
IndividualismJOY0.74×
Convenience OrientationPREMIUM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is DeWalt's target market in United States?

DeWalt's target market in United States covers an estimated 9,806,877 people, concentrated in California and Texas.

02

What is the gender split and age of DeWalt customers?

24.1% of the DeWalt audience are female, 75.9% are male, with an average age of 37.1 years.

03

Which brands do DeWalt fans like most?

DeWalt fans show strongest brand affinity for Drill (4.89×), Wrench (5.05×), and Hammer (5.14×) over the country average.

04

Where do DeWalt fans live in United States?

DeWalt fans in United States are most concentrated in California (reach ~900K), Texas (reach ~800K), and Florida (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do DeWalt fans also like?

Beyond DeWalt itself, the audience over-indexes on Wrench (5.05×), Hammer (5.14×), Cars (film) (3.96×), and Discount Tire (4×) 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 DeWalt audiences in other countries

How to read this data

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