Dwelling Audience in United States

Dwelling logo

Dwelling has an estimated audience of 10,155,216 people in United States. 62.9% are female, 37.1% are male, average age 42.9. Top regions: California, Texas, Florida. Top brand affinities: Keene, New Hampshire, Governor of Michigan, Goop, Wok, headspace.

The average Dwelling fan in United States is 42.9 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Keene, New Hampshire, Governor of Michigan, Goop, with strongest over-indexing on Keene, New Hampshire (675× the country average). Demographically, the Dwelling audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Family Orientation, Design Affinity. 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

Demographics of Dwelling fans

Demographic split for Dwelling audience in United States
MetricValue
Female62.9%
Male37.1%
Average age42.9
Estimated audience size10,155,216

Audience persona

The typical Dwelling fan in United States is more female, around 42.9 years old, with strong Family Orientation tendencies and a notable affinity for Keene, New Hampshire.

Top regions in United States

Top regions ranked by reach for Dwelling in United States
RegionReachAffinity
California1,525,6881.37×
Texas1,035,4931.19×
Florida892,6881.3×
New York665,8691.17×
Illinois368,2711.09×
Georgia352,5731.13×
North Carolina350,4721.15×
Ohio324,2361.04×
Pennsylvania318,8230.93×
Arizona278,1621.34×
Washington277,1421.36×
Virginia270,4581.09×
New Jersey252,9810.98×
Michigan227,5340.86×
Tennessee222,5151.09×
Massachusetts197,4800.99×
Colorado182,3651.14×
Maryland166,5610.95×
Minnesota164,6461.13×
Indiana163,7460.88×
Alabama147,9591.04×
South Carolina145,4490.95×
Oregon145,3251.25×
Nevada142,0481.45×
Missouri133,2100.81×
Wisconsin123,6720.81×
Louisiana113,4870.87×
Iowa102,2881.22×
Kentucky100,4590.79×
Connecticut100,2060.98×
Utah95,6301.05×
Oklahoma91,5630.81×
Mississippi83,9221×
Arkansas74,5550.89×
Kansas62,8020.78×
Idaho54,1581.06×
Hawaii51,7361.19×
New Mexico49,4000.97×
Nebraska44,9790.88×
Washington, District of Columbia40,4501.33×
Maine32,2850.89×
New Hampshire29,4720.74×
West Virginia27,7130.59×
Rhode Island25,3820.79×
Montana23,8280.85×
Alaska22,1881.02×
Delaware21,3530.76×
Vermont20,6781.16×
North Dakota15,3560.74×
South Dakota14,6650.62×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Dwelling audience
BrandAffinityCategory
Keene, New Hampshire675×Travel & Leisure
Governor of Michigan16.14×Politics & Society
Goop10.73×Internet & Social Media
Wok12.07×Food & Beverages
headspace16.76×Health
Cherish (group)18.52×Music & Radio
Fairy godmother12.48×Literature
Grace Slick12.43×Music & Radio
Google Home9.13×Technology & Electronics
Hibachi10.98×Food & Beverages
Nationality2.72×Politics & Society
Hipster12.11×Politics & Society
Vocal harmony5.45×Music & Radio
Grinch4.79×Movies & TV
El Paso County, Colorado14.95×Travel & Leisure
TV Fanatic11.18×Movies & TV
Cryptic crossword15.63×Technology & Electronics
Kikar HaShabbat16.64×News
Guitarist (magazine)11.5×Music & Radio
Pillow1.98×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by Dwelling audience
TraitClusterScore
Family OrientationCONSERVATISM1.87
Design AffinityPREMIUM1.5
DIY MentalityTHRILL1.43
Quality AwarenessPREMIUM1.42
Convenience OrientationPREMIUM1.42
Urban LifestyleOPEN1.38

Worldwide distribution

Worldwide audience distribution share by country for Dwelling
CountryShare
Italy16.5%
United States16.1%
Brazil10.0%

See Dwelling audiences in other countries

More Home & Garden audiences in United States

Frequently asked questions

How many fans does Dwelling have in United States?

Dwelling has an estimated audience of 10,155,216 people in United States, concentrated in California and Texas.

What is the gender split and age of Dwelling fans?

62.9% of Dwelling fans are female, 37.1% are male, with an average age of 42.9 years.

Which brands do Dwelling fans like most?

Dwelling fans show strongest brand affinity for Keene, New Hampshire (675×), Governor of Michigan (16.14×), and Goop (10.73×) over the country average.

Where do Dwelling fans live in United States?

Dwelling fans in United States are most concentrated in California (reach 1,525,688), Texas (reach 1,035,493), and Florida (reach 892,688). These three regions account for the largest share of the active audience.

What other brands do Dwelling fans also like?

Beyond Dwelling itself, the audience over-indexes on Governor of Michigan (16.14×), Goop (10.73×), Wok (12.07×), and headspace (16.76×) 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 Dwelling. 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.