Hay Audience in United States

Hay has an estimated audience of 1,926,846 people in United States. 47.5% are female, 52.5% are male, average age 43.0. Top regions: California, Texas, New York. Top brand affinities: Finnair, AccuWeather, Google Maps, StubHub, Indeed.com.

The average Hay fan in United States is 43.0 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Finnair, AccuWeather, Google Maps, with strongest over-indexing on Finnair (675× the country average). Demographically, the Hay audience skews balanced with an average age of 43.0, 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.

Category: Home & Garden · Type: Brand · Subtype: Furniture

Demographics of Hay fans

Demographic split for Hay audience in United States
MetricValue
Female47.5%
Male52.5%
Average age43.0
Estimated audience size1,926,846

Audience persona

The typical Hay fan in United States is balanced, around 43.0 years old, with strong Patriotism tendencies and a notable affinity for Finnair.

Top regions in United States

Top regions ranked by reach for Hay in United States
RegionReachAffinity
California330,7561.56×
Texas236,3391.43×
New York162,2981.51×
Florida154,4231.18×
Illinois73,1001.14×
Georgia67,4131.14×
North Carolina61,5621.06×
New Jersey60,7601.24×
Pennsylvania57,6840.89×
Virginia53,9081.15×
Ohio51,8820.87×
Washington47,7661.24×
Michigan44,7420.89×
Arizona41,4331.05×
Tennessee41,3451.07×
Massachusetts38,4061.01×
Maryland33,6101.01×
Indiana33,3650.95×
Colorado29,0800.96×
Oregon28,2031.28×
Missouri27,6000.89×
South Carolina26,9840.93×
Alabama26,3460.98×
Kentucky25,4601.05×
Louisiana24,7471×
Wisconsin23,5280.81×
Minnesota23,3970.85×
Oklahoma22,8751.07×
Connecticut20,7621.07×
Utah19,3801.12×
Nevada18,1470.97×
Arkansas17,0681.08×
Kansas16,8711.11×
Mississippi14,8780.94×
Iowa13,7080.86×
New Mexico10,6061.1×
Idaho9,6321×
Nebraska8,6970.9×
West Virginia7,6340.85×
Hawaii6,8510.83×
Washington, District of Columbia6,7711.17×
Rhode Island6,2241.01×
Maine5,7870.84×
New Hampshire5,3930.71×
Montana4,2940.8×
Delaware4,2030.79×
South Dakota3,6090.81×
North Dakota2,8790.73×
Vermont2,7840.82×
Alaska2,3560.57×

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
Finnair675×Travel & Leisure
AccuWeather15.97×Home & Garden
Google Maps7.13×Internet & Social Media
StubHub15.69×Travel & Leisure
Indeed.com7.13×Business & Career
Capital One6.44×Business & Career
DocuSign15.07×Technology & Electronics
OpenTable15.85×Food & Beverages
Flickr12.6×Internet & Social Media
Robert Pattinson14.77×Movies & TV
Google News7.13×News
Idris Elba15.96×Movies & TV
Enterprise Rent-A-Car7.13×Cars & Mobility
Choice Hotels18.81×Travel & Leisure
Michelle Pfeiffer13.09×Movies & TV
Telegram14.6×Internet & Social Media
Liam Neeson11.19×Movies & TV
Rebecca Ferguson16.65×Movies & TV
GoDaddy14.24×Technology & Electronics
CarGurus6.25×Cars & Mobility

Psychographic profile

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

Top personality traits over-indexed by Hay audience
TraitClusterScore
PatriotismCONSERVATISM1.39
Need for SecurityCONSERVATISM1.37
DIY MentalityTHRILL1.28
Career OrientationPOWER1.16
Family OrientationCONSERVATISM1.15
Risk AppetiteTHRILL1.14

Worldwide distribution

Worldwide audience distribution share by country for Hay
CountryShare
United States23.4%
Japan7.7%
China5.6%

See Hay audiences in other countries

More Furniture audiences in United States

Frequently asked questions

How many fans does Hay have in United States?

Hay has an estimated audience of 1,926,846 people in United States, concentrated in California and Texas.

What is the gender split and age of Hay fans?

47.5% of Hay fans are female, 52.5% are male, with an average age of 43.0 years.

Which brands do Hay fans like most?

Hay fans show strongest brand affinity for Finnair (675×), AccuWeather (15.97×), and Google Maps (7.13×) over the country average.

Where do Hay fans live in United States?

Hay fans in United States are most concentrated in California (reach 330,756), Texas (reach 236,339), and New York (reach 162,298). 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 AccuWeather (15.97×), Google Maps (7.13×), StubHub (15.69×), and Indeed.com (7.13×) 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.