Rascasse Audience Intelligence

Do it yourself (DIY) Audience in United States

A data profile of the people who buy, follow and care about Do it yourself (DIY) in United States — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 86,323,697 people in United States.

#52among Lifestyle cluster in United States#92among Topic in United States#8in Home & Garden

The average Do it yourself (DIY) fan in United States is 43.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Beauty, Shoes, Home décor products, with strongest over-indexing on Beauty (1.74× the country average).

Demographically, the Do it yourself (DIY) audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Design Affinity, Creativity.

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

The typical Do it yourself (DIY) fan in United States is more female, around 43.3 years old, with strong Design Affinity tendencies and a notable affinity for Beauty.

Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster

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 Do it yourself (DIY) profile in United States.

Audience size
86.3M
in United States
Gender
56.9%♀
43.1% male
Age
43.3
average years
Country rank
#115
Topic in United States
Fig. 01

Search interest · 12-month trend

+22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Do it yourself (DIY) fans

56.9% are female, 43.1% are male, average age 43.3.

Fig. 02

Gender split

56.9%
Female
43.1%
Male
Demographic split for Do it yourself (DIY) audience in United States
MetricValue
Female56.9%
Male43.1%
Average age43.3
Estimated audience size86,323,697
Fig. 03

Age distribution

Ø 43.3
average years
Age distribution of the Do it yourself (DIY) audience in United States
Age bracketShare%
16-1912%
20-2916%
30-3919%
40-4923%
50+30%
Fig. 04

Worldwide distribution

20.8%

of the worldwide Do it yourself (DIY) audience comes from United States.

Worldwide audience distribution share by country for Do it yourself (DIY)
CountryShare
United States20.8%
United Kingdom4.9%
France4.5%
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 Do it yourself (DIY) audience in United States is strongest.

Fig. 05

Top regions by affinity

Do it yourself (DIY) fans by region: top regions in United States
#RegionReachAffinity×
01Oklahoma~1M1.09×
02Hawaii~400K1.04×
03Tennessee~2M1.03×
04Alabama~1M1.03×
05Oregon~1M1.03×
06Idaho~400K1.03×
07Rhode Island~300K1.03×
08Mississippi~700K1.02×
09Kansas~700K1.02×
10New Hampshire~300K1.02×
11Kentucky~1M1.01×
12Nevada~800K1.01×
13Arkansas~700K1.01×
14Indiana~1.5M1.00×
15Wisconsin~1.5M1.00×
16Louisiana~1M1.00×
17Connecticut~900K1.00×
18Utah~800K1.00×
19Iowa~700K1.00×
20New Mexico~400K1.00×
21Nebraska~400K1.00×
22Maine~300K1.00×
23Washington, District of Columbia~300K1.00×
24Montana~200K1.00×
25Delaware~200K1.00×
26South Dakota~200K1.00×
27Alaska~200K1.00×
28North Dakota~200K1.00×
29Vermont~200K1.00×
30Wyoming~100K1.00×
31New Jersey~2M0.99×
32Massachusetts~1.5M0.99×
33Maryland~1.5M0.99×
34Colorado~1.5M0.99×
35South Carolina~1.5M0.99×
36Michigan~2M0.98×
37Virginia~2M0.98×
38Arizona~1.5M0.98×
39Washington~1.5M0.98×
40Missouri~1.5M0.98×
41Minnesota~1M0.98×
42Ohio~2.5M0.97×
43Georgia~2.5M0.97×
44North Carolina~2.5M0.97×
45Pennsylvania~3M0.96×
46Illinois~3M0.96×
47Florida~5.5M0.94×
48New York~4.5M0.93×
49Texas~7M0.92×
50California~8.5M0.90×
Fig. 06

Affinity by region

Affinity by region — Do it yourself (DIY), United States
0.90×1.00×1.09×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Do it yourself (DIY) audience
#·InterestCategoryAffinity×
01Home décor productsHome & Garden3.58×
02FarmhouseTravel & Leisure3.27×
03Luxury real estateBusiness & Career2.59×
04Self-loveHealth2.56×
05HomeGoodsHome & Garden2.55×
06WoolFashion & Accessoires2.51×
07Infant clothingKids & Family2.39×
08ChewyShopping2.35×
09EtsyFashion & Accessoires2.19×
10LivemusicMusic & Radio2.19×
11Self careHealth2.09×
12Trader Joe'sShopping1.91×
13Old NavyFashion & Accessoires1.84×
14HandicraftHome & Garden1.80×
15BeautyBeauty & Wellness1.74×
16NordstromShopping1.72×
17ShoesFashion & Accessoires1.70×
18Fashion designBusiness & Career1.62×
19CraftsHome & Garden1.58×
20Home improvementHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Do it yourself (DIY) 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 Do it yourself (DIY) audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.94×
CreativityOPEN1.67×
ExtroversionTHRILL1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Do it yourself (DIY) audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.55×
Career OrientationPOWER0.62×
PatriotismCONSERVATISM0.63×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Do it yourself (DIY) have in United States?

Do it yourself (DIY) has an estimated audience of 86,323,697 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Do it yourself (DIY) fans?

56.9% of Do it yourself (DIY) fans are female, 43.1% are male, with an average age of 43.3 years.

03

Which brands do Do it yourself (DIY) fans like most?

Do it yourself (DIY) fans show strongest brand affinity for Beauty (1.74×), Shoes (1.7×), and Home décor products (3.58×) over the country average.

04

Where do Do it yourself (DIY) fans live in United States?

Do it yourself (DIY) fans in United States are most concentrated in California (reach ~8.5M), Texas (reach ~7M), and Florida (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do Do it yourself (DIY) fans also like?

Beyond Do it yourself (DIY) itself, the audience over-indexes on Shoes (1.7×), Home décor products (3.58×), Self-love (2.56×), and Home improvement (1.51×) compared to the United States average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Do it yourself (DIY) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Do it yourself (DIY). 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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