Do it yourself (DIY) Audience in United States

Do it yourself (DIY) logo

Do it yourself (DIY) has an estimated audience of 86,323,697 people in United States. 56.9% are female, 43.1% are male, average age 43.3. Top regions: Texas, California, Tennessee. Top brand affinities: Beauty, Euphoria, Shoes, Home décor products, Self-love.

The average Do it yourself (DIY) fan in United States is 43.3 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, Tennessee. Top brand affinities include Beauty, Euphoria, Shoes, 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 Extroversion, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Do it yourself (DIY) fans

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

Audience persona

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

Top regions in United States

Top regions ranked by reach for Do it yourself (DIY) in United States
RegionReachAffinity
Texas2,696,3390.36×
California2,671,3430.28×
Tennessee2,292,0031.32×
Florida2,130,7790.36×
Oklahoma2,066,3372.16×
New Jersey2,026,8940.92×
New York1,967,1520.41×
Ohio1,866,6150.7×
Georgia1,859,0220.7×
Illinois1,828,3940.64×
Pennsylvania1,772,1590.61×
Alabama1,749,7131.45×
North Carolina1,686,7990.65×
Michigan1,672,3780.74×
Massachusetts1,634,4420.96×
Indiana1,612,4991.02×
Virginia1,531,5460.73×
Washington1,435,9440.83×
Arizona1,423,9750.81×
Oregon1,378,4621.39×
Kentucky1,355,7271.25×
Wisconsin1,293,8121×
Maryland1,185,2190.8×
Louisiana1,174,8171.06×
Colorado1,113,7280.82×
Mississippi1,057,0551.49×
Nevada1,047,2161.25×
South Carolina1,034,3640.8×
Kansas1,007,5401.48×
Missouri976,0330.7×
Arkansas939,0711.32×
Connecticut878,7691.01×
Utah856,3941.11×
Minnesota825,6920.67×
Idaho805,8451.86×
Hawaii769,8022.07×
Iowa765,2031.08×
New Hampshire539,2711.59×
Rhode Island520,7291.9×
Nebraska352,0430.81×
New Mexico350,2040.81×
Maine346,9441.12×
Washington, District of Columbia224,4710.87×
Alaska217,7091.18×
Montana189,7850.79×
South Dakota187,3250.94×
North Dakota182,3931.03×
Wyoming176,4801.38×
Vermont170,7231.13×
Delaware155,4430.65×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Do it yourself (DIY) audience
BrandAffinityCategory
Beauty1.74×Beauty & Wellness
Euphoria1.55×Movies & TV
Shoes1.7×Fashion & Accessoires
Home décor products3.58×Home & Garden
Self-love2.56×Health
Home improvement1.51×Home & Garden
Crafts1.58×Home & Garden
Farmhouse3.27×Travel & Leisure
Etsy2.19×Fashion & Accessoires
Old Navy1.84×Fashion & Accessoires
Self care2.09×Health
Handicraft1.8×Home & Garden
Wool2.51×Fashion & Accessoires
HomeGoods2.55×Home & Garden
Livemusic2.19×Music & Radio
Chewy2.35×Shopping
Nordstrom1.72×Shopping
Luxury real estate2.59×Business & Career
Fashion design1.62×Business & Career
Infant clothing2.39×Kids & Family

Psychographic profile

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

Top personality traits over-indexed by Do it yourself (DIY) audience
TraitClusterScore
ExtroversionTHRILL1.31
DIY MentalityTHRILL1.17
Price SensitivityPREMIUM1.07
CreativityOPEN1.05
IndulgenceJOY1.05
Design AffinityPREMIUM1.03

Worldwide distribution

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

See Do it yourself (DIY) audiences in other countries

More Lifestyle cluster audiences in United States

Frequently asked questions

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 Texas and California.

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.

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

Do it yourself (DIY) fans show strongest brand affinity for Beauty (1.74×), Euphoria (1.55×), and Shoes (1.7×) over the country average.

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

Do it yourself (DIY) fans in United States are most concentrated in Texas (reach 2,696,339), California (reach 2,671,343), and Tennessee (reach 2,292,003). These three regions account for the largest share of the active audience.

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

Beyond Do it yourself (DIY) itself, the audience over-indexes on Euphoria (1.55×), Shoes (1.7×), Home décor products (3.58×), and Self-love (2.56×) compared to the United States average.

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.