Rascasse Audience Intelligence

Hardware store Audience in United States

A data profile of the people who buy, follow and care about Hardware store in United States — modelled from more than twelve digital signal sources. Hardware store has an estimated audience of 31,720,496 people in United States.

#26among Touchpoint in United States#56in Home & Garden

The average Hardware store fan in United States is 39.4 years old, more male, and lives primarily in California.

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

Top brand affinities include Ace Hardware, Menards, Drill bit, with strongest over-indexing on Ace Hardware (6.25× the country average).

Demographically, the Hardware store audience skews more male with an average age of 39.4, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Hardware store fan in United States is more male, around 39.4 years old, with strong Patriotism tendencies and a notable affinity for Ace Hardware.

Category: Home & Garden · Type: Touchpoint

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 Hardware store profile in United States.

Audience size
31.7M
in United States
Gender
30.3%♀
69.7% male
Age
39.4
average years
Country rank
#844
Touchpoint in United States
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hardware store fans

30.3% are female, 69.7% are male, average age 39.4.

Fig. 02

Gender split

30.3%
Female
69.7%
Male
Demographic split for Hardware store audience in United States
MetricValue
Female30.3%
Male69.7%
Average age39.4
Estimated audience size31,720,496
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Hardware store audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3920%
40-4920%
50+22%
Fig. 04

Worldwide distribution

26.3%

of the worldwide Hardware store audience comes from United States.

Worldwide audience distribution share by country for Hardware store
CountryShare
United States26.3%
Germany6.6%
France6.3%
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 Hardware store audience in United States is strongest.

Fig. 05

Top regions by affinity

Hardware store fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~100K2.07×
02Wyoming~90K1.99×
03New York~3M1.69×
04Oregon~600K1.64×
05Maine~200K1.57×
06Montana~100K1.43×
07Minnesota~600K1.30×
08Kansas~300K1.26×
09Wisconsin~600K1.21×
10New Hampshire~100K1.20×
11Washington~800K1.19×
12Michigan~1M1.17×
13Massachusetts~700K1.09×
14North Dakota~70K1.08×
15South Dakota~80K1.07×
16Idaho~200K1.06×
17Alaska~70K1.05×
18Colorado~500K0.99×
19Indiana~600K0.97×
20New Mexico~200K0.97×
21Washington, District of Columbia~90K0.97×
22Pennsylvania~1M0.96×
23Arkansas~300K0.96×
24California~3.5M0.94×
25Ohio~900K0.94×
26Iowa~200K0.94×
27Virginia~700K0.93×
28Missouri~500K0.92×
29Connecticut~300K0.89×
30South Carolina~400K0.88×
31Louisiana~400K0.88×
32Oklahoma~300K0.88×
33Kentucky~300K0.87×
34Utah~200K0.87×
35Nebraska~100K0.87×
36North Carolina~800K0.83×
37Mississippi~200K0.83×
38Illinois~900K0.80×
39West Virginia~100K0.80×
40Tennessee~500K0.77×
41New Jersey~600K0.76×
42Hawaii~100K0.76×
43Rhode Island~80K0.75×
44Texas~2M0.74×
45Florida~1.5M0.70×
46Arizona~400K0.68×
47Alabama~300K0.68×
48Maryland~400K0.66×
49Georgia~600K0.62×
50Nevada~200K0.52×
Fig. 06

Affinity by region

Affinity by region — Hardware store, United States
0.52×1.00×2.07×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hardware store audience
#·InterestCategoryAffinity×
01Wood (magazine)Business & Career15.77×
02Pressure washingHome & Garden11.25×
03House painter and decoratorHome & Garden9.78×
04Drill bitHome & Garden7.35×
05Pig farmingPolitics & Society6.55×
06Ace HardwareHome & Garden6.25×
07Poultry farmingPolitics & Society5.45×
08DrillHome & Garden5.39×
09MenardsHome & Garden5.21×
10Multi-toolHome & Garden5.21×
11WrenchHome & Garden4.60×
12Tractor Supply CompanyShopping4.29×
13Hand toolHome & Garden4.18×
14Power toolHome & Garden4.15×
15Nancy MacePolitics & Society3.54×
16AutoZoneCars & Mobility2.67×
17Lindsey GrahamPolitics & Society2.50×
18Dollar GeneralShopping2.36×
19U.S. stateTravel & Leisure1.98×
20FoodFood & Beverages1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hardware store 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 Hardware store audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.84×
Need for SecurityCONSERVATISM1.70×
DIY MentalityTHRILL1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hardware store audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.93×
Risk AppetiteTHRILL1.03×
SustainabilityBALANCE1.04×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hardware store have in United States?

Hardware store has an estimated audience of 31,720,496 people in United States, concentrated in California and New York.

02

What is the gender split and age of Hardware store fans?

30.3% of Hardware store fans are female, 69.7% are male, with an average age of 39.4 years.

03

Which brands do Hardware store fans like most?

Hardware store fans show strongest brand affinity for Ace Hardware (6.25×), Menards (5.21×), and Drill bit (7.35×) over the country average.

04

Where do Hardware store fans live in United States?

Hardware store fans in United States are most concentrated in California (reach ~3.5M), New York (reach ~3M), and Texas (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Hardware store fans also like?

Beyond Hardware store itself, the audience over-indexes on Menards (5.21×), Drill bit (7.35×), Drill (5.39×), and House painter and decorator (9.78×) 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 Hardware store audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Hardware store. 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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