Rascasse Audience Intelligence

H&M Home Target Market in United States

A data profile of the people who buy, follow and care about H&M Home in United States — modelled from more than twelve digital signal sources. H&M Home has an estimated audience of 520,467 people in United States.

#118among Restaurants in United States#3671among Brand in United States#504in Shopping

The average H&M Home fan in United States is 40.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include H&M, Do it yourself (DIY), Trader Joe's, with strongest over-indexing on H&M (5.38× the country average).

Demographically, the H&M Home audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Indulgence, Design Affinity.

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

The typical H&M Home fan in United States is more female, around 40.3 years old, with strong Indulgence tendencies and a notable affinity for H&M.

Category: Shopping · Type: Brand · Subtype: Restaurants

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 H&M Home profile in United States.

Audience size
520K
in United States
Gender
68.0%♀
32.0% male
Age
40.3
average years
Country rank
#35776
Brand in United States
Fig. 01

Search interest · 12-month trend

+35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of H&M Home

68.0% are female, 32.0% are male, average age 40.3.

Fig. 02

Gender split

68.0%
Female
32.0%
Male
Demographic split for H&M Home audience in United States
MetricValue
Female68.0%
Male32.0%
Average age40.3
Estimated audience size520,467
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the H&M Home audience in United States
Age bracketShare%
16-1916%
20-2920%
30-3920%
40-4921%
50+22%
Fig. 04

Worldwide distribution

5.3%

of the worldwide H&M Home audience comes from United States.

Worldwide audience distribution share by country for H&M Home
CountryShare
Germany16.9%
United Kingdom13.7%
France11.1%
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 H&M Home audience in United States is strongest.

Fig. 05

Top regions by affinity

H&M Home customers by region in United States
#RegionReachAffinity×
01New York~90K3.10×
02Washington, District of Columbia~5K3.10×
03Washington~20K1.92×
04California~100K1.79×
05Connecticut~8K1.65×
06New Jersey~20K1.59×
07Massachusetts~10K1.35×
08Illinois~20K1.30×
09Texas~60K1.29×
10Utah~6K1.23×
11Colorado~10K1.20×
12Maryland~10K1.19×
13Virginia~10K1.14×
14Oregon~6K1.12×
15Florida~40K1.11×
16Georgia~20K1.10×
17Rhode Island~2K1.09×
18Nevada~5K1.05×
19Hawaii~2K1.01×
20North Carolina~10K0.95×
21Arizona~10K0.95×
22Minnesota~7K0.95×
23South Carolina~7K0.92×
24Vermont<1K0.92×
25Tennessee~9K0.91×
26Pennsylvania~20K0.90×
27Idaho~2K0.87×
28Maine~2K0.86×
29Michigan~10K0.81×
30Delaware~1K0.81×
31Kansas~3K0.80×
32Alabama~5K0.78×
33Louisiana~5K0.78×
34Alaska<1K0.78×
35North Dakota<1K0.78×
36Missouri~6K0.77×
37Ohio~10K0.76×
38Arkansas~3K0.74×
39New Hampshire~1K0.73×
40Montana~1K0.73×
41Wisconsin~5K0.72×
42Nebraska~2K0.72×
43Oklahoma~4K0.70×
44South Dakota<1K0.70×
45New Mexico~2K0.69×
46Indiana~6K0.67×
47Kentucky~4K0.65×
48Mississippi~3K0.65×
49Iowa~3K0.65×
50West Virginia~1K0.62×
Fig. 06

Affinity by region

Affinity by region — H&M Home, United States
0.62×1.00×3.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the H&M Home audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for H&M Home audience
#·InterestCategoryAffinity×
01H&MShopping5.38×
02Modern architectureArts & Culture3.50×
03Property finderHome & Garden2.89×
04Luxury real estateBusiness & Career2.72×
05Urban OutfittersShopping2.69×
06Handmade jewelryFashion & Accessoires2.69×
07Deal of the dayShopping2.57×
08ApartmentBusiness & Career2.14×
09ULTA BeautyBeauty & Wellness2.14×
10Trader Joe'sShopping2.12×
11Decorative artsArts & Culture2.09×
12IKEAHome & Garden2.05×
13Do it yourself (DIY)Home & Garden2.01×
14SunglassesFashion & Accessoires1.98×
15Interior designBusiness & Career1.83×
16Target CorporationShopping1.73×
17NordstromShopping1.70×
18Personal careHealth1.69×
19Luxury goodsFashion & Accessoires1.61×
20Hobby LobbyHome & Garden1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the H&M Home 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 H&M Home audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.42×
Design AffinityPREMIUM2.37×
Luxury OrientationPREMIUM1.92×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H&M Home audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.76×
TraditionCONSERVATISM0.87×
Need for SecurityCONSERVATISM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is H&M Home's target market in United States?

H&M Home's target market in United States covers an estimated 520,467 people, concentrated in California and New York.

02

What is the gender split and age of H&M Home customers?

68.0% of the H&M Home audience are female, 32.0% are male, with an average age of 40.3 years.

03

Which brands do H&M Home fans like most?

H&M Home fans show strongest brand affinity for H&M (5.38×), Do it yourself (DIY) (2.01×), and Trader Joe's (2.12×) over the country average.

04

Where do H&M Home fans live in United States?

H&M Home fans in United States are most concentrated in California (reach ~100K), New York (reach ~90K), and Texas (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do H&M Home fans also like?

Beyond H&M Home itself, the audience over-indexes on Do it yourself (DIY) (2.01×), Trader Joe's (2.12×), Apartment (2.14×), and Modern architecture (3.5×) compared to the United States average.

Appendix

Explore more audiences

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

More Restaurants audiences in United States

See H&M Home audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for H&M Home. 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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