Rascasse Audience Intelligence

Home construction Audience in United States

A data profile of the people who buy, follow and care about Home construction in United States — modelled from more than twelve digital signal sources. Home construction has an estimated audience of 36,965,587 people in United States.

#467among Topic in United States#43in Home & Garden

The average Home construction fan in United States is 40.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Renovation, Property finder, Modern architecture, with strongest over-indexing on Renovation (3.66× the country average).

Demographically, the Home construction audience skews more male with an average age of 40.4, 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 Home construction fan in United States is more male, around 40.4 years old, with strong Design Affinity tendencies and a notable affinity for Renovation.

Category: Home & Garden · Type: Topic

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 construction profile in United States.

Audience size
37M
in United States
Gender
43.9%♀
56.1% male
Age
40.4
average years
Country rank
#655
Topic in United States
Fig. 01

Search interest · 12-month trend

-51%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home construction fans

43.9% are female, 56.1% are male, average age 40.4.

Fig. 02

Gender split

43.9%
Female
56.1%
Male
Demographic split for Home construction audience in United States
MetricValue
Female43.9%
Male56.1%
Average age40.4
Estimated audience size36,965,587
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Home construction audience in United States
Age bracketShare%
16-1918%
20-2918%
30-3919%
40-4920%
50+24%
Fig. 04

Worldwide distribution

19.5%

of the worldwide Home construction audience comes from United States.

Worldwide audience distribution share by country for Home construction
CountryShare
United States19.5%
Japan10.9%
China5.8%
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 construction audience in United States is strongest.

Fig. 05

Top regions by affinity

Home construction fans by region: top regions in United States
#RegionReachAffinity×
01Utah~600K1.90×
02Kansas~400K1.30×
03Indiana~800K1.25×
04Wisconsin~700K1.22×
05Georgia~1.5M1.17×
06Connecticut~400K1.17×
07Idaho~200K1.17×
08North Dakota~80K1.10×
09South Dakota~90K1.09×
10Vermont~70K1.08×
11Alaska~80K1.07×
12Oklahoma~400K1.06×
13Michigan~1M1.05×
14Virginia~900K1.05×
15Maryland~700K1.03×
16New Hampshire~200K1.03×
17Texas~3M1.02×
18Montana~100K1.02×
19Florida~2.5M1.01×
20Mississippi~300K1.01×
21Delaware~100K1.01×
22Illinois~1M0.98×
23Louisiana~500K0.98×
24Nebraska~200K0.98×
25North Carolina~1M0.97×
26West Virginia~200K0.97×
27Rhode Island~100K0.97×
28Washington~700K0.96×
29Arkansas~300K0.96×
30New Mexico~200K0.96×
31Oregon~400K0.95×
32Massachusetts~700K0.94×
33Kentucky~400K0.94×
34Hawaii~100K0.94×
35Pennsylvania~1M0.93×
36Colorado~500K0.93×
37Minnesota~500K0.93×
38Maine~100K0.93×
39Missouri~600K0.92×
40Iowa~300K0.91×
41Tennessee~700K0.90×
42Washington, District of Columbia~100K0.90×
43Ohio~1M0.89×
44South Carolina~500K0.89×
45Alabama~500K0.89×
46New Jersey~800K0.88×
47California~3.5M0.87×
48Nevada~300K0.84×
49New York~1.5M0.79×
50Arizona~600K0.79×
Fig. 06

Affinity by region

Affinity by region — Home construction, United States
0.79×1.00×1.90×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home construction audience
#·InterestCategoryAffinity×
01Single-family detached homeHome & Garden5.88×
02Modern architectureArts & Culture5.32×
03Property finderHome & Garden4.78×
04Smart deviceTechnology & Electronics4.41×
05HouzzHome & Garden4.27×
06RenovationHome & Garden3.66×
07Residential areaHome & Garden3.38×
08First-time buyerShopping3.11×
09Fly fishingSports2.90×
10Diaper bagKids & Family2.88×
11Golf ChannelSports2.59×
12Planet FitnessSports2.53×
13KitchenwareHome & Garden2.53×
14BreakfastFood & Beverages2.18×
15ApartmentBusiness & Career2.12×
16Mortgage loansBusiness & Career2.11×
17Take-outFood & Beverages2.04×
18IKEAHome & Garden1.98×
19Trader Joe'sShopping1.87×
20AirbnbTravel & Leisure1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home construction 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 construction audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.06×
Quality AwarenessPREMIUM2.04×
DIY MentalityTHRILL2.03×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home construction audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.84×
TraditionCONSERVATISM0.86×
SpiritualityBALANCE0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home construction have in United States?

Home construction has an estimated audience of 36,965,587 people in United States, concentrated in California and Texas.

02

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

43.9% of Home construction fans are female, 56.1% are male, with an average age of 40.4 years.

03

Which brands do Home construction fans like most?

Home construction fans show strongest brand affinity for Renovation (3.66×), Property finder (4.78×), and Modern architecture (5.32×) over the country average.

04

Where do Home construction fans live in United States?

Home construction fans in United States are most concentrated in California (reach ~3.5M), Texas (reach ~3M), and Florida (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Home construction fans also like?

Beyond Home construction itself, the audience over-indexes on Property finder (4.78×), Modern architecture (5.32×), Planet Fitness (2.53×), and Single-family detached home (5.88×) 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 Home construction 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 construction. 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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →