HAY Audience in United States
HAY has an estimated audience of 923,904 people in United States. 65.6% are female, 34.4% are male, average age 38.9. Top regions: California, Texas, New York. Top brand affinities: Capital One, Google Maps, IKEA, Khan Academy, CarGurus.
The average HAY fan in United States is 38.9 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Capital One, Google Maps, IKEA, with strongest over-indexing on Capital One (7.85× the country average). Demographically, the HAY audience skews more female with an average age of 38.9, 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.
Category: Home & Garden · Type: Brand
Demographics of HAY fans
| Metric | Value |
|---|---|
| Female | 65.6% |
| Male | 34.4% |
| Average age | 38.9 |
| Estimated audience size | 923,904 |
Audience persona
The typical HAY fan in United States is more female, around 38.9 years old, with strong Design Affinity tendencies and a notable affinity for Capital One.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 158,595 | 1.56× |
| Texas | 113,322 | 1.43× |
| New York | 77,820 | 1.51× |
| Florida | 74,044 | 1.18× |
| Illinois | 35,051 | 1.14× |
| Georgia | 32,324 | 1.14× |
| North Carolina | 29,518 | 1.06× |
| New Jersey | 29,134 | 1.24× |
| Pennsylvania | 27,659 | 0.89× |
| Virginia | 25,848 | 1.15× |
| Ohio | 24,877 | 0.87× |
| Washington | 22,903 | 1.24× |
| Michigan | 21,453 | 0.89× |
| Arizona | 19,867 | 1.05× |
| Tennessee | 19,825 | 1.07× |
| Massachusetts | 18,415 | 1.01× |
| Maryland | 16,116 | 1.01× |
| Indiana | 15,998 | 0.95× |
| Colorado | 13,944 | 0.96× |
| Oregon | 13,523 | 1.28× |
| Missouri | 13,234 | 0.89× |
| South Carolina | 12,939 | 0.93× |
| Alabama | 12,633 | 0.98× |
| Kentucky | 12,208 | 1.05× |
| Louisiana | 11,866 | 1× |
| Wisconsin | 11,281 | 0.81× |
| Minnesota | 11,219 | 0.85× |
| Oklahoma | 10,968 | 1.07× |
| Connecticut | 9,955 | 1.07× |
| Utah | 9,292 | 1.12× |
| Nevada | 8,701 | 0.97× |
| Arkansas | 8,184 | 1.08× |
| Kansas | 8,090 | 1.11× |
| Mississippi | 7,134 | 0.94× |
| Iowa | 6,573 | 0.86× |
| New Mexico | 5,086 | 1.1× |
| Idaho | 4,618 | 1× |
| Nebraska | 4,170 | 0.9× |
| West Virginia | 3,660 | 0.85× |
| Hawaii | 3,285 | 0.83× |
| Washington, District of Columbia | 3,247 | 1.17× |
| Rhode Island | 2,985 | 1.01× |
| Maine | 2,775 | 0.84× |
| New Hampshire | 2,586 | 0.71× |
| Montana | 2,059 | 0.8× |
| Delaware | 2,015 | 0.79× |
| South Dakota | 1,731 | 0.81× |
| North Dakota | 1,381 | 0.73× |
| Vermont | 1,335 | 0.82× |
| Alaska | 1,130 | 0.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Capital One | 7.85× | Business & Career |
| Google Maps | 6.8× | Internet & Social Media |
| IKEA | 7.38× | Home & Garden |
| Khan Academy | 14.14× | Business & Career |
| CarGurus | 8.66× | Cars & Mobility |
| Indeed.com | 5.71× | Business & Career |
| Kia Sportage | 28.95× | Cars & Mobility |
| Google News | 6.84× | News |
| DeviantArt | 8.17× | Internet & Social Media |
| Danish design | 16.87× | Home & Garden |
| Circle K | 7.1× | Shopping |
| Kendra Scott | 10.61× | Fashion & Accessoires |
| Enterprise Rent-A-Car | 5.85× | Cars & Mobility |
| Diane Keaton | 5.86× | Movies & TV |
| Leroy Merlin | 35.66× | Shopping |
| This Is Us (TV series) | 13.5× | Movies & TV |
| AccuWeather | 5.84× | Home & Garden |
| ICloud | 8.15× | Technology & Electronics |
| Do it yourself (DIY) | 2.93× | Home & Garden |
| Beetlejuice | 4.21× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 5.36 |
| Luxury Orientation | PREMIUM | 2.13 |
| Quality Awareness | PREMIUM | 2.1 |
| DIY Mentality | THRILL | 2.01 |
| Sustainability | BALANCE | 1.83 |
| Indulgence | JOY | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 20.0% |
| United States | 15.7% |
| Mexico | 8.0% |
See HAY audiences in other countries
More Home & Garden audiences in United States
- Walmart (94,971,264)
- Target Corporation (79,586,810)
- Macy's (79,019,110)
- Lowe's (75,832,553)
- EBay (75,427,823)
Frequently asked questions
How many fans does HAY have in United States?
HAY has an estimated audience of 923,904 people in United States, concentrated in California and Texas.
What is the gender split and age of HAY fans?
65.6% of HAY fans are female, 34.4% are male, with an average age of 38.9 years.
Which brands do HAY fans like most?
HAY fans show strongest brand affinity for Capital One (7.85×), Google Maps (6.8×), and IKEA (7.38×) over the country average.
Where do HAY fans live in United States?
HAY fans in United States are most concentrated in California (reach 158,595), Texas (reach 113,322), and New York (reach 77,820). These three regions account for the largest share of the active audience.
What other brands do HAY fans also like?
Beyond HAY itself, the audience over-indexes on Google Maps (6.8×), IKEA (7.38×), Khan Academy (14.14×), and CarGurus (8.66×) 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 HAY. 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.