HAY Audience in United States

HAY logo

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: Elsword, Product design, Natural rubber, Bank account, Fairy godmother.

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 Elsword, Product design, Natural rubber, with strongest over-indexing on Elsword (28.95× 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

Demographic split for HAY audience in United States
MetricValue
Female65.6%
Male34.4%
Average age38.9
Estimated audience size923,904

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 Elsword.

Top regions in United States

Top regions ranked by reach for HAY in United States
RegionReachAffinity
California158,5951.56×
Texas113,3221.43×
New York77,8201.51×
Florida74,0441.18×
Illinois35,0511.14×
Georgia32,3241.14×
North Carolina29,5181.06×
New Jersey29,1341.24×
Pennsylvania27,6590.89×
Virginia25,8481.15×
Ohio24,8770.87×
Washington22,9031.24×
Michigan21,4530.89×
Arizona19,8671.05×
Tennessee19,8251.07×
Massachusetts18,4151.01×
Maryland16,1161.01×
Indiana15,9980.95×
Colorado13,9440.96×
Oregon13,5231.28×
Missouri13,2340.89×
South Carolina12,9390.93×
Alabama12,6330.98×
Kentucky12,2081.05×
Louisiana11,8661×
Wisconsin11,2810.81×
Minnesota11,2190.85×
Oklahoma10,9681.07×
Connecticut9,9551.07×
Utah9,2921.12×
Nevada8,7010.97×
Arkansas8,1841.08×
Kansas8,0901.11×
Mississippi7,1340.94×
Iowa6,5730.86×
New Mexico5,0861.1×
Idaho4,6181×
Nebraska4,1700.9×
West Virginia3,6600.85×
Hawaii3,2850.83×
Washington, District of Columbia3,2471.17×
Rhode Island2,9851.01×
Maine2,7750.84×
New Hampshire2,5860.71×
Montana2,0590.8×
Delaware2,0150.79×
South Dakota1,7310.81×
North Dakota1,3810.73×
Vermont1,3350.82×
Alaska1,1300.57×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for HAY audience
BrandAffinityCategory
Elsword28.95×Games
Product design3.42×Business & Career
Natural rubber3.19×Cars & Mobility
Bank account3.6×Business & Career
Fairy godmother9.47×Literature
Home equity2.47×Home & Garden
Governor of Michigan8.7×Politics & Society
Goop5.9×Internet & Social Media
Collectable1.52×Kids & Family
UK garage4.96×Music & Radio
9NEWS (KUSA)4.25×Movies & TV
Isometric exercise7.4×Sports
JDSU2.48×Business & Career
headspace7.55×Health
Cherish (group)8.72×Music & Radio
Vocal harmony3.61×Music & Radio
Stamp collecting3.71×Home & Garden
Wok5.07×Food & Beverages
Cachorro3.95×Pets & Animals
Staycation2.27×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by HAY audience
TraitClusterScore
Design AffinityPREMIUM5.36
Luxury OrientationPREMIUM2.13
Quality AwarenessPREMIUM2.1
DIY MentalityTHRILL2.01
SustainabilityBALANCE1.83
IndulgenceJOY1.48

Worldwide distribution

Worldwide audience distribution share by country for HAY
CountryShare
Japan20.0%
United States15.7%
Mexico8.0%

See HAY audiences in other countries

More Home & Garden audiences in United States

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 Elsword (28.95×), Product design (3.42×), and Natural rubber (3.19×) 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 Product design (3.42×), Natural rubber (3.19×), Bank account (3.6×), and Fairy godmother (9.47×) 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.