Rascasse Audience Intelligence

Home and garden Audience in United States

A data profile of the people who buy, follow and care about Home and garden in United States — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 139,057,884 people in United States.

#20among Lifestyle cluster in United States#28among Topic in United States#2in Home & Garden

The average Home and garden fan in United States is 39.3 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Singer-songwriter, Diabetes mellitus awareness, Microblogging, with strongest over-indexing on Singer-songwriter (1.52× the country average).

Demographically, the Home and garden audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Price Sensitivity, DIY Mentality.

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

The typical Home and garden fan in United States is more female, around 39.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Singer-songwriter.

Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster

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 Home and garden profile in United States.

Audience size
139.1M
in United States
Gender
58.2%♀
41.8% male
Age
39.3
average years
Country rank
#36
Topic in United States
Fig. 01

Search interest · 12-month trend

+568%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home and garden fans

58.2% are female, 41.8% are male, average age 39.3.

Fig. 02

Gender split

58.2%
Female
41.8%
Male
Demographic split for Home and garden audience in United States
MetricValue
Female58.2%
Male41.8%
Average age39.3
Estimated audience size139,057,884
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Home and garden audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3918%
40-4921%
50+21%
Fig. 04

Worldwide distribution

19.0%

of the worldwide Home and garden audience comes from United States.

Worldwide audience distribution share by country for Home and garden
CountryShare
United States19.0%
Japan5.9%
China5.0%
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 Home and garden audience in United States is strongest.

Fig. 05

Top regions by affinity

Home and garden fans by region: top regions in United States
#RegionReachAffinity×
01Wisconsin~3.5M1.58×
02West Virginia~1M1.58×
03Iowa~1.5M1.48×
04Mississippi~1.5M1.38×
05Arkansas~1.5M1.37×
06Alabama~2.5M1.33×
07Kentucky~2M1.22×
08Maine~600K1.21×
09Vermont~300K1.21×
10Michigan~4M1.17×
11Oregon~2M1.15×
12Missouri~2.5M1.14×
13Hawaii~700K1.13×
14Montana~400K1.13×
15South Dakota~400K1.12×
16Tennessee~3M1.11×
17Louisiana~2M1.11×
18South Carolina~2.5M1.09×
19Minnesota~2M1.09×
20Kansas~1M1.09×
21Indiana~2.5M1.08×
22Pennsylvania~5M1.07×
23Ohio~4.5M1.07×
24Oklahoma~1.5M1.07×
25Delaware~400K1.06×
26North Dakota~300K1.05×
27Illinois~4.5M0.96×
28Idaho~700K0.96×
29North Carolina~4M0.94×
30Florida~9M0.93×
31Nebraska~600K0.92×
32Alaska~300K0.91×
33New Mexico~600K0.89×
34New Hampshire~500K0.89×
35Washington~2.5M0.86×
36Texas~10M0.85×
37Colorado~2M0.85×
38Arizona~2.5M0.83×
39Virginia~3M0.82×
40Georgia~3.5M0.80×
41Connecticut~1M0.80×
42Rhode Island~400K0.80×
43New York~6M0.76×
44Massachusetts~2M0.75×
45Maryland~2M0.75×
46New Jersey~2.5M0.71×
47Utah~900K0.70×
48Washington, District of Columbia~300K0.70×
49Nevada~900K0.69×
50California~9.5M0.63×
Fig. 06

Affinity by region

Affinity by region — Home and garden, United States
0.63×1.00×1.58×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home and garden audience
#·InterestCategoryAffinity×
01Brico DépôtShopping2.62×
02RossmannShopping2.13×
03Gault MillauFood & Beverages2.12×
04Semi-detachedHome & Garden1.83×
05B&QShopping1.75×
06BekoTechnology & Electronics1.75×
07Media MarktShopping1.71×
08England cricket teamSports1.70×
09CastoramaShopping1.64×
10Urban GardeningHome & Garden1.63×
11Autism AwarenessHealth1.61×
12Charles, Prince of WalesPolitics & Society1.61×
13Refinery29Fashion & Accessoires1.61×
14Diabetes mellitus awarenessHealth1.60×
15Income taxBusiness & Career1.60×
16MicrobloggingTechnology & Electronics1.59×
17Payment cardFashion & Accessoires1.55×
18ZooplaBusiness & Career1.53×
19vertbaudetFashion & Accessoires1.53×
20Singer-songwriterMusic & Radio1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home and garden 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 Home and garden audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.35×
DIY MentalityTHRILL1.26×
Quality AwarenessPREMIUM1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home and garden audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.83×
TraditionCONSERVATISM0.90×
ExtroversionTHRILL0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home and garden have in United States?

Home and garden has an estimated audience of 139,057,884 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Home and garden fans?

58.2% of Home and garden fans are female, 41.8% are male, with an average age of 39.3 years.

03

Which brands do Home and garden fans like most?

Home and garden fans show strongest brand affinity for Singer-songwriter (1.52×), Diabetes mellitus awareness (1.6×), and Microblogging (1.59×) over the country average.

04

Where do Home and garden fans live in United States?

Home and garden fans in United States are most concentrated in Texas (reach ~10M), California (reach ~9.5M), and Florida (reach ~9M). These three regions account for the largest share of the active audience.

05

What other brands do Home and garden fans also like?

Beyond Home and garden itself, the audience over-indexes on Diabetes mellitus awareness (1.6×), Microblogging (1.59×), Autism Awareness (1.61×), and Income tax (1.6×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Lifestyle cluster audiences in United States

See Home and garden audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Home and garden. 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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