Rascasse Audience Intelligence

First-time buyer Audience in United States

A data profile of the people who buy, follow and care about First-time buyer in United States — modelled from more than twelve digital signal sources. First-time buyer has an estimated audience of 28,360,862 people in United States.

#698among Topic in United States#50in Shopping

The average First-time buyer fan in United States is 44.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Property finder, Mortgage calculator, Starter home, with strongest over-indexing on Property finder (6.8× the country average).

Demographically, the First-time buyer audience skews balanced with an average age of 44.9, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

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

The typical First-time buyer fan in United States is balanced, around 44.9 years old, with strong Design Affinity tendencies and a notable affinity for Property finder.

Category: Shopping · 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 First-time buyer profile in United States.

Audience size
28.4M
in United States
Gender
54.0%♀
46.0% male
Age
44.9
average years
Country rank
#1012
Topic in United States
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of First-time buyer fans

54.0% are female, 46.0% are male, average age 44.9.

Fig. 02

Gender split

54.0%
Female
46.0%
Male
Demographic split for First-time buyer audience in United States
MetricValue
Female54.0%
Male46.0%
Average age44.9
Estimated audience size28,360,862
Fig. 03

Age distribution

Ø 44.9
average years
Age distribution of the First-time buyer audience in United States
Age bracketShare%
16-198%
20-2915%
30-3920%
40-4924%
50+33%
Fig. 04

Worldwide distribution

24.6%

of the worldwide First-time buyer audience comes from United States.

Worldwide audience distribution share by country for First-time buyer
CountryShare
United States24.6%
United Kingdom7.5%
Japan4.9%
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 First-time buyer audience in United States is strongest.

Fig. 05

Top regions by affinity

First-time buyer fans by region: top regions in United States
#RegionReachAffinity×
01Colorado~700K1.46×
02Illinois~1M1.22×
03Michigan~900K1.22×
04Georgia~1M1.13×
05Alabama~400K1.08×
06Alaska~70K1.08×
07Vermont~50K1.07×
08South Dakota~70K1.06×
09Rhode Island~90K1.04×
10North Dakota~60K1.04×
11Idaho~100K1.03×
12Delaware~80K1.03×
13Mississippi~200K1.02×
14New Mexico~100K1.02×
15Hawaii~100K1.02×
16Maine~100K1.02×
17Montana~80K1.02×
18New Hampshire~100K1.01×
19California~3M1.00×
20South Carolina~400K1.00×
21West Virginia~100K1.00×
22Washington, District of Columbia~80K0.99×
23Nevada~300K0.98×
24Utah~200K0.98×
25Arkansas~200K0.98×
26Nebraska~100K0.98×
27Kansas~200K0.97×
28Tennessee~500K0.96×
29Louisiana~400K0.96×
30Oklahoma~300K0.96×
31Missouri~400K0.95×
32Iowa~200K0.95×
33Arizona~500K0.94×
34Kentucky~300K0.94×
35Connecticut~300K0.94×
36Texas~2.5M0.93×
37Oregon~300K0.93×
38North Carolina~800K0.92×
39Florida~1.5M0.91×
40Indiana~500K0.91×
41Maryland~400K0.91×
42Wisconsin~400K0.91×
43Minnesota~400K0.91×
44Virginia~600K0.89×
45Washington~500K0.89×
46Massachusetts~500K0.89×
47New Jersey~600K0.88×
48Ohio~700K0.86×
49Pennsylvania~800K0.84×
50New York~1.5M0.82×
Fig. 06

Affinity by region

Affinity by region — First-time buyer, United States
0.82×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for First-time buyer audience
#·InterestCategoryAffinity×
01Property finderHome & Garden6.80×
02Starter homeHome & Garden5.61×
03Mortgage calculatorHome & Garden5.51×
04First-time home buyer grantHome & Garden5.46×
05Homes.comHome & Garden4.84×
06Luxury real estateBusiness & Career3.55×
07For sale by ownerHome & Garden3.26×
08Home Interior DesignHome & Garden3.19×
09Home constructionHome & Garden3.11×
10Home DesignHome & Garden2.82×
11Home décor productsHome & Garden2.71×
12Real estate developmentBusiness & Career2.62×
13H.O.M.E.Home & Garden2.49×
14Infant clothingKids & Family2.33×
15Hair ExtensionsBeauty & Wellness2.29×
16RenovationHome & Garden2.04×
17Trader Joe'sShopping1.78×
18Macy'sShopping1.76×
19Self careHealth1.74×
20PropertyHome & Garden1.73×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the First-time buyer 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 First-time buyer audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.09×
Luxury OrientationPREMIUM1.63×
Quality AwarenessPREMIUM1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by First-time buyer audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.71×
Need for SecurityCONSERVATISM0.76×
SpiritualityBALANCE0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does First-time buyer have in United States?

First-time buyer has an estimated audience of 28,360,862 people in United States, concentrated in California and Texas.

02

What is the gender split and age of First-time buyer fans?

54.0% of First-time buyer fans are female, 46.0% are male, with an average age of 44.9 years.

03

Which brands do First-time buyer fans like most?

First-time buyer fans show strongest brand affinity for Property finder (6.8×), Mortgage calculator (5.51×), and Starter home (5.61×) over the country average.

04

Where do First-time buyer fans live in United States?

First-time buyer fans in United States are most concentrated in California (reach ~3M), Texas (reach ~2.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do First-time buyer fans also like?

Beyond First-time buyer itself, the audience over-indexes on Mortgage calculator (5.51×), Starter home (5.61×), First-time home buyer grant (5.46×), and Home construction (3.11×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See First-time buyer audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for First-time buyer. 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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