Rascasse Audience Intelligence

HAY Target Market in United States

A data profile of the people who buy, follow and care about HAY in United States — modelled from more than twelve digital signal sources. HAY has an estimated audience of 934,913 people in United States.

#2543among Brand in United States#1144in Home & Garden

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, Florida.

Top brand affinities include Danish design, IKEA, Leroy Merlin, with strongest over-indexing on Danish design (33.5× 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, Quality Awareness.

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

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 Danish design.

Category: Home & Garden · Type: Brand

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 HAY profile in United States.

Audience size
935K
in United States
Gender
67.0%♀
33.0% male
Age
38.9
average years
Country rank
#24761
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of HAY

67.0% are female, 33.0% are male, average age 38.9.

Fig. 02

Gender split

67.0%
Female
33.0%
Male
Demographic split for HAY audience in United States
MetricValue
Female67.0%
Male33.0%
Average age38.9
Estimated audience size934,913
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the HAY audience in United States
Age bracketShare%
16-1919%
20-2921%
30-3921%
40-4921%
50+18%
Fig. 04

Worldwide distribution

16.0%

of the worldwide HAY audience comes from United States.

Worldwide audience distribution share by country for HAY
CountryShare
Japan20.4%
United States16.0%
Mexico8.1%
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 HAY audience in United States is strongest.

Fig. 05

Top regions by affinity

HAY customers by region in United States
#RegionReachAffinity×
01California~100K1.39×
02New York~70K1.35×
03Texas~100K1.34×
04Washington~20K1.18×
05New Jersey~30K1.17×
06Oregon~10K1.17×
07Florida~70K1.12×
08Georgia~30K1.12×
09Arkansas~8K1.12×
10Virginia~20K1.11×
11Kentucky~10K1.11×
12New Mexico~5K1.11×
13Kansas~8K1.10×
14Utah~9K1.09×
15Washington, District of Columbia~3K1.09×
16Illinois~30K1.08×
17Oklahoma~10K1.06×
18Idaho~5K1.05×
19North Carolina~30K1.04×
20Tennessee~20K1.04×
21Connecticut~10K1.04×
22Rhode Island~3K1.03×
23Arizona~20K1.01×
24Nebraska~5K1.00×
25Maryland~20K0.99×
26Louisiana~10K0.99×
27Mississippi~8K0.99×
28Alabama~10K0.98×
29Indiana~20K0.97×
30Massachusetts~20K0.96×
31South Carolina~10K0.96×
32Nevada~8K0.95×
33South Dakota~2K0.95×
34Pennsylvania~30K0.92×
35Iowa~7K0.92×
36West Virginia~4K0.91×
37Colorado~10K0.90×
38Montana~2K0.90×
39Vermont~1K0.90×
40Missouri~10K0.89×
41Maine~3K0.88×
42Ohio~20K0.87×
43Michigan~20K0.87×
44Minnesota~10K0.87×
45Delaware~2K0.87×
46North Dakota~2K0.87×
47Wisconsin~10K0.84×
48Hawaii~3K0.84×
49New Hampshire~3K0.80×
50Alaska~2K0.80×
Fig. 06

Affinity by region

Affinity by region — HAY, United States
0.80×1.00×1.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HAY audience
#·InterestCategoryAffinity×
01Poltrona FrauHome & Garden47.50×
02Leroy MerlinShopping46.13×
03ArtemideHome & Garden44.09×
04Danish designHome & Garden33.50×
05Alessi (Italian company)Home & Garden32.35×
06B&B ItaliaHome & Garden25.85×
07Roche BoboisHome & Garden16.97×
08Scandinavian designHome & Garden15.83×
09Max MaraFashion & Accessoires8.86×
10IKEAHome & Garden7.78×
11Summer houseTravel & Leisure6.31×
12Modern architectureArts & Culture3.94×
13Luxury real estateBusiness & Career3.68×
14Property finderHome & Garden2.84×
15Trader Joe'sShopping2.65×
16Do it yourself (DIY)Home & Garden2.16×
17RenovationHome & Garden2.11×
18ApartmentBusiness & Career1.88×
19Hobby LobbyHome & Garden1.71×
20Target CorporationShopping1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HAY 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 HAY audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM8.24×
Quality AwarenessPREMIUM2.15×
Luxury OrientationPREMIUM2.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HAY audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.81×
SpiritualityBALANCE0.89×
Social Media UsageJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is HAY's target market in United States?

HAY's target market in United States covers an estimated 934,913 people, concentrated in California and Texas.

02

What is the gender split and age of HAY customers?

67.0% of the HAY audience are female, 33.0% are male, with an average age of 38.9 years.

03

Which brands do HAY fans like most?

HAY fans show strongest brand affinity for Danish design (33.5×), IKEA (7.78×), and Leroy Merlin (46.13×) over the country average.

04

Where do HAY fans live in United States?

HAY fans in United States are most concentrated in California (reach ~100K), Texas (reach ~100K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do HAY fans also like?

Beyond HAY itself, the audience over-indexes on IKEA (7.78×), Leroy Merlin (46.13×), Scandinavian design (15.83×), and Trader Joe's (2.65×) 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 HAY audiences in other countries

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.

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