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: Keene, New Hampshire, Mathcore, Google Home, Historic site, Goop.
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 Keene, New Hampshire, Mathcore, Google Home, with strongest over-indexing on Keene, New Hampshire (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
| Metric | Value |
|---|---|
| Female | 47.5% |
| Male | 52.5% |
| Average age | 43.0 |
| Estimated audience size | 1,926,846 |
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 Keene, New Hampshire.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 330,756 | 1.56× |
| Texas | 236,339 | 1.43× |
| New York | 162,298 | 1.51× |
| Florida | 154,423 | 1.18× |
| Illinois | 73,100 | 1.14× |
| Georgia | 67,413 | 1.14× |
| North Carolina | 61,562 | 1.06× |
| New Jersey | 60,760 | 1.24× |
| Pennsylvania | 57,684 | 0.89× |
| Virginia | 53,908 | 1.15× |
| Ohio | 51,882 | 0.87× |
| Washington | 47,766 | 1.24× |
| Michigan | 44,742 | 0.89× |
| Arizona | 41,433 | 1.05× |
| Tennessee | 41,345 | 1.07× |
| Massachusetts | 38,406 | 1.01× |
| Maryland | 33,610 | 1.01× |
| Indiana | 33,365 | 0.95× |
| Colorado | 29,080 | 0.96× |
| Oregon | 28,203 | 1.28× |
| Missouri | 27,600 | 0.89× |
| South Carolina | 26,984 | 0.93× |
| Alabama | 26,346 | 0.98× |
| Kentucky | 25,460 | 1.05× |
| Louisiana | 24,747 | 1× |
| Wisconsin | 23,528 | 0.81× |
| Minnesota | 23,397 | 0.85× |
| Oklahoma | 22,875 | 1.07× |
| Connecticut | 20,762 | 1.07× |
| Utah | 19,380 | 1.12× |
| Nevada | 18,147 | 0.97× |
| Arkansas | 17,068 | 1.08× |
| Kansas | 16,871 | 1.11× |
| Mississippi | 14,878 | 0.94× |
| Iowa | 13,708 | 0.86× |
| New Mexico | 10,606 | 1.1× |
| Idaho | 9,632 | 1× |
| Nebraska | 8,697 | 0.9× |
| West Virginia | 7,634 | 0.85× |
| Hawaii | 6,851 | 0.83× |
| Washington, District of Columbia | 6,771 | 1.17× |
| Rhode Island | 6,224 | 1.01× |
| Maine | 5,787 | 0.84× |
| New Hampshire | 5,393 | 0.71× |
| Montana | 4,294 | 0.8× |
| Delaware | 4,203 | 0.79× |
| South Dakota | 3,609 | 0.81× |
| North Dakota | 2,879 | 0.73× |
| Vermont | 2,784 | 0.82× |
| Alaska | 2,356 | 0.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Keene, New Hampshire | 675× | Travel & Leisure |
| Mathcore | 18.06× | Music & Radio |
| Google Home | 11.63× | Technology & Electronics |
| Historic site | 7.13× | Arts & Culture |
| Goop | 6.02× | Internet & Social Media |
| The Historian | 16.48× | Literature |
| Governor of Michigan | 7.13× | Politics & Society |
| Fairy godmother | 7.13× | Literature |
| Tech News | 8.57× | Technology & Electronics |
| Throne of Glass | 6.32× | Literature |
| Pillow | 1.79× | Home & Garden |
| Vocal harmony | 3.76× | Music & Radio |
| Hibachi | 6.51× | Food & Beverages |
| Israel | 1.74× | Travel & Leisure |
| Grinch | 3.26× | Movies & TV |
| Wok | 5.27× | Food & Beverages |
| Who Wants to Be a Millionaire? | 7.13× | Movies & TV |
| Eurail | 16.57× | Cars & Mobility |
| Hipster | 7.13× | Politics & Society |
| headspace | 6.24× | Health |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 1.39 |
| Need for Security | CONSERVATISM | 1.37 |
| DIY Mentality | THRILL | 1.28 |
| Career Orientation | POWER | 1.16 |
| Family Orientation | CONSERVATISM | 1.15 |
| Risk Appetite | THRILL | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 7.7% |
| China | 5.6% |
See Hay audiences in other countries
More Furniture audiences in United States
- IKEA (52,624,603)
- Pottery Barn (31,509,455)
- Wayfair (28,820,910)
- Ashley Furniture HomeStores (19,025,835)
- West Elm (18,987,827)
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 Keene, New Hampshire (675×), Mathcore (18.06×), and Google Home (11.63×) 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 Mathcore (18.06×), Google Home (11.63×), Historic site (7.13×), and Goop (6.02×) 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.