Handyman Audience in United States

Handyman logo

Handyman has an estimated audience of 4,713,778 people in United States. 53.8% are female, 46.2% are male, average age 39.1. Top regions: California, Florida, Texas. Top brand affinities: Hardware store, Home Design, Landscape design, Home Interior Design, Home-improvement center.

The average Handyman fan in United States is 39.1 years old, balanced, and lives primarily in California. The audience is concentrated in California, Florida, Texas. Top brand affinities include Hardware store, Home Design, Landscape design, with strongest over-indexing on Hardware store (9.05× the country average). Demographically, the Handyman audience skews balanced with an average age of 39.1, and over-indexes on personality traits such as DIY Mentality, 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 · Subtype: Video game

Demographics of Handyman fans

Demographic split for Handyman audience in United States
MetricValue
Female53.8%
Male46.2%
Average age39.1
Estimated audience size4,713,778

Audience persona

The typical Handyman fan in United States is balanced, around 39.1 years old, with strong DIY Mentality tendencies and a notable affinity for Hardware store.

Top regions in United States

Top regions ranked by reach for Handyman in United States
RegionReachAffinity
California668,1461.29×
Florida518,9271.63×
Texas416,8301.03×
New York319,1261.21×
Ohio182,3861.26×
Pennsylvania176,4611.11×
Georgia165,4671.14×
North Carolina159,3641.12×
Virginia159,2931.39×
Illinois158,0711.01×
New Jersey144,4611.21×
Arizona139,8441.45×
Michigan131,6681.07×
Washington130,1101.38×
Tennessee98,9461.05×
Oregon92,5341.71×
Maryland85,4561.05×
Colorado85,4431.15×
Indiana81,4340.95×
Missouri81,0501.07×
Massachusetts80,8660.87×
South Carolina78,4361.11×
Minnesota67,1290.99×
Wisconsin59,7390.84×
Nevada56,8461.25×
Louisiana54,3280.89×
Kentucky53,0880.9×
Alabama51,3870.78×
Utah49,3971.17×
Connecticut45,0080.95×
Oklahoma41,0990.79×
Arkansas33,8540.87×
Iowa33,2460.86×
Kansas32,7650.88×
Mississippi29,7960.77×
Idaho25,2441.07×
Nebraska19,1680.81×
Hawaii18,2300.9×
New Mexico18,1320.77×
West Virginia17,1670.78×
New Hampshire15,5080.83×
Maine13,8230.82×
Rhode Island12,6450.84×
South Dakota11,5041.06×
Montana10,4990.8×
Delaware9,9900.77×
Washington, District of Columbia8,1760.58×
Alaska6,9010.68×
North Dakota6,7790.7×
Vermont5,4330.66×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Handyman audience
BrandAffinityCategory
Hardware store9.05×Home & Garden
Home Design7.63×Home & Garden
Landscape design7.22×Business & Career
Home Interior Design7.23×Home & Garden
Home-improvement center14.01×Home & Garden
Home repair4.47×Home & Garden
Ornamental plant6.4×Home & Garden
IKEA3.87×Home & Garden
Bedroom furniture7.33×Home & Garden
Kitchen utensil5.61×Home & Garden
Home construction4.11×Home & Garden
Urban horticulture10.2×Home & Garden
Vegetable Gardening9.28×Food & Beverages
Bathroom3.68×Home & Garden
Ashley Furniture HomeStores5.33×Home & Garden
Home decorating ideas4.69×Home & Garden
IPTV4.62×Technology & Electronics
Household3.27×Home & Garden
Modern architecture4.83×Arts & Culture
Home Renovations5.8×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by Handyman audience
TraitClusterScore
DIY MentalityTHRILL2.74
Design AffinityPREMIUM2.56
Quality AwarenessPREMIUM1.53
Family OrientationCONSERVATISM1.44
Urban LifestyleOPEN1.35
Convenience OrientationPREMIUM1.24

Worldwide distribution

Worldwide audience distribution share by country for Handyman
CountryShare
United States33.5%
United Kingdom9.1%
Germany8.1%

See Handyman audiences in other countries

More Video game audiences in United States

Frequently asked questions

How many fans does Handyman have in United States?

Handyman has an estimated audience of 4,713,778 people in United States, concentrated in California and Florida.

What is the gender split and age of Handyman fans?

53.8% of Handyman fans are female, 46.2% are male, with an average age of 39.1 years.

Which brands do Handyman fans like most?

Handyman fans show strongest brand affinity for Hardware store (9.05×), Home Design (7.63×), and Landscape design (7.22×) over the country average.

Where do Handyman fans live in United States?

Handyman fans in United States are most concentrated in California (reach 668,146), Florida (reach 518,927), and Texas (reach 416,830). These three regions account for the largest share of the active audience.

What other brands do Handyman fans also like?

Beyond Handyman itself, the audience over-indexes on Home Design (7.63×), Landscape design (7.22×), Home Interior Design (7.23×), and Home-improvement center (14.01×) 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 Handyman. 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.