Rascasse Audience Intelligence

Dwelling Audience in United States

A data profile of the people who buy, follow and care about Dwelling in United States — modelled from more than twelve digital signal sources. Dwelling has an estimated audience of 10,155,216 people in United States.

#2257among Topic in United States#247in Home & Garden

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 Property finder, Real property, Residential area, with strongest over-indexing on Property finder (3.97× 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, Patriotism.

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

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 Property finder.

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 Dwelling profile in United States.

Audience size
10.2M
in United States
Gender
62.9%♀
37.1% male
Age
42.9
average years
Country rank
#3518
Topic in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Dwelling fans

62.9% are female, 37.1% are male, average age 42.9.

Fig. 02

Gender split

62.9%
Female
37.1%
Male
Demographic split for Dwelling audience in United States
MetricValue
Female62.9%
Male37.1%
Average age42.9
Estimated audience size10,155,216
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Dwelling audience in United States
Age bracketShare%
16-1912%
20-2916%
30-3920%
40-4925%
50+27%
Fig. 04

Worldwide distribution

16.1%

of the worldwide Dwelling audience comes from United States.

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

Fig. 05

Top regions by affinity

Dwelling fans by region: top regions in United States
#RegionReachAffinity×
01Nevada~100K1.36×
02California~1.5M1.32×
03Washington~300K1.32×
04Washington, District of Columbia~40K1.26×
05Florida~800K1.20×
06Arizona~200K1.20×
07Colorado~200K1.18×
08Texas~1M1.17×
09Hawaii~50K1.14×
10Alabama~200K1.13×
11Oregon~100K1.13×
12Iowa~90K1.13×
13North Carolina~300K1.11×
14New York~600K1.10×
15Mississippi~90K1.08×
16Georgia~300K1.07×
17Virginia~300K1.07×
18Vermont~20K1.07×
19Ohio~300K1.05×
20South Carolina~200K1.04×
21Utah~90K1.04×
22Tennessee~200K1.03×
23Idaho~50K1.03×
24Alaska~20K1.02×
25Illinois~300K1.01×
26Louisiana~100K1.01×
27Oklahoma~100K0.99×
28Connecticut~100K0.97×
29New Jersey~200K0.96×
30Massachusetts~200K0.96×
31New Mexico~50K0.96×
32Pennsylvania~300K0.95×
33Maine~30K0.94×
34Maryland~200K0.93×
35Minnesota~100K0.93×
36Arkansas~80K0.93×
37North Dakota~20K0.93×
38Nebraska~50K0.92×
39Montana~30K0.92×
40South Dakota~20K0.91×
41Rhode Island~30K0.90×
42Indiana~200K0.89×
43Kentucky~100K0.89×
44Delaware~20K0.89×
45Kansas~70K0.88×
46Wisconsin~100K0.86×
47Missouri~100K0.85×
48West Virginia~40K0.83×
49New Hampshire~30K0.83×
50Michigan~200K0.80×
Fig. 06

Affinity by region

Affinity by region — Dwelling, United States
0.80×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dwelling audience
#·InterestCategoryAffinity×
01CondominiumHome & Garden6.04×
02Cyndi LauperMusic & Radio5.04×
03Property finderHome & Garden3.97×
04Residential areaHome & Garden3.92×
05Microwave ovenHome & Garden3.00×
06Web serverTechnology & Electronics2.91×
07Mineral waterFood & Beverages2.86×
08Real propertyHome & Garden2.83×
09CappuccinoFood & Beverages2.73×
10Non-alcoholic beverageFood & Beverages2.72×
11HypermarketShopping2.42×
12Diane KeatonMovies & TV1.85×
13Hardware storeHome & Garden1.81×
14Ace HardwareHome & Garden1.80×
15Discount storesShopping1.76×
16GeneticsKids & Family1.62×
17Subscription business modelShopping1.62×
18ApartmentBusiness & Career1.58×
19Pizza HutFood & Beverages1.54×
20United Parcel ServiceBusiness & Career1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dwelling 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 Dwelling audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.60×
PatriotismCONSERVATISM1.49×
Career OrientationPOWER1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dwelling audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.80×
Early Adopter MentalityPOWER0.80×
Pet OwnershipJOY0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Dwelling fans like most?

Dwelling fans show strongest brand affinity for Property finder (3.97×), Real property (2.83×), and Residential area (3.92×) over the country average.

04

Where do Dwelling fans live in United States?

Dwelling fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1M), and Florida (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Dwelling fans also like?

Beyond Dwelling itself, the audience over-indexes on Real property (2.83×), Residential area (3.92×), Microwave oven (3×), and Apartment (1.58×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See Dwelling audiences in other countries

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.

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