Rascasse Audience Intelligence

Home equity Audience in United States

A data profile of the people who buy, follow and care about Home equity in United States — modelled from more than twelve digital signal sources. Home equity has an estimated audience of 19,696,325 people in United States.

#1157among Topic in United States#129in Home & Garden

The average Home equity fan in United States is 39.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Cath Kidston, Home insurance, Property finder, with strongest over-indexing on Cath Kidston (20× the country average).

Demographically, the Home equity audience skews more female with an average age of 39.4, and over-indexes on personality traits such as Career Orientation, 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 equity fan in United States is more female, around 39.4 years old, with strong Career Orientation tendencies and a notable affinity for Cath Kidston.

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 equity profile in United States.

Audience size
19.7M
in United States
Gender
58.2%♀
41.8% male
Age
39.4
average years
Country rank
#1682
Topic in United States
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home equity fans

58.2% are female, 41.8% are male, average age 39.4.

Fig. 02

Gender split

58.2%
Female
41.8%
Male
Demographic split for Home equity audience in United States
MetricValue
Female58.2%
Male41.8%
Average age39.4
Estimated audience size19,696,325
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Home equity audience in United States
Age bracketShare%
16-1920%
20-2919%
30-3919%
40-4920%
50+22%
Fig. 04

Worldwide distribution

53.7%

of the worldwide Home equity audience comes from United States.

Worldwide audience distribution share by country for Home equity
CountryShare
United States53.7%
United Kingdom8.0%
Canada5.6%
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 equity audience in United States is strongest.

Fig. 05

Top regions by affinity

Home equity fans by region: top regions in United States
#RegionReachAffinity×
01Michigan~900K1.68×
02South Dakota~70K1.46×
03Virginia~600K1.16×
04North Carolina~700K1.14×
05Alabama~300K1.11×
06Louisiana~300K1.09×
07Pennsylvania~700K1.08×
08Hawaii~90K1.08×
09Maryland~400K1.07×
10Missouri~300K1.07×
11South Carolina~300K1.07×
12Ohio~600K1.06×
13Georgia~600K1.05×
14Indiana~400K1.05×
15Maine~70K1.05×
16Mississippi~200K1.04×
17Arkansas~200K1.04×
18Kentucky~300K1.03×
19Delaware~60K1.03×
20New Jersey~500K1.02×
21Connecticut~200K1.01×
22Illinois~700K0.99×
23Colorado~300K0.99×
24Oklahoma~200K0.98×
25West Virginia~90K0.98×
26North Dakota~40K0.98×
27Tennessee~400K0.97×
28Massachusetts~400K0.97×
29Utah~200K0.97×
30New Mexico~100K0.97×
31Rhode Island~60K0.97×
32Alaska~40K0.97×
33Minnesota~300K0.96×
34Wisconsin~300K0.95×
35Iowa~200K0.95×
36New Hampshire~70K0.95×
37Vermont~30K0.95×
38Nevada~200K0.94×
39Nebraska~90K0.94×
40New York~1M0.93×
41Washington, District of Columbia~50K0.93×
42Montana~50K0.93×
43Kansas~100K0.92×
44Texas~1.5M0.90×
45Arizona~400K0.90×
46Washington~400K0.90×
47Idaho~90K0.89×
48Oregon~200K0.88×
49Florida~1M0.86×
50California~1.5M0.81×
Fig. 06

Affinity by region

Affinity by region — Home equity, United States
0.81×1.00×1.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home equity audience
#·InterestCategoryAffinity×
01Cath KidstonFashion & Accessoires20.00×
02Reverse mortgageBusiness & Career18.11×
03Mortgage brokerBusiness & Career9.77×
04Home insuranceBusiness & Career6.31×
05Retail bankingBusiness & Career5.42×
06Property finderHome & Garden4.83×
07Residential areaHome & Garden4.83×
08Online bankingBusiness & Career4.81×
09Retirement planningBusiness & Career4.16×
10CitibankBusiness & Career3.65×
11Sustainable energyHome & Garden3.55×
12Life insuranceBusiness & Career3.24×
13Mortgage loansBusiness & Career3.00×
14Renewable energyBusiness & Career3.00×
15Credit (finance)Business & Career2.92×
16First-time buyerShopping2.65×
17BankingBusiness & Career2.04×
18Home AppliancesHome & Garden2.03×
19RenovationHome & Garden2.02×
20AirbnbTravel & Leisure1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home equity 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 equity audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.08×
Quality AwarenessPREMIUM1.94×
Family OrientationCONSERVATISM1.74×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home equity audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.81×
MindfulnessBALANCE0.92×
Healthy LifestyleBALANCE0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home equity have in United States?

Home equity has an estimated audience of 19,696,325 people in United States, concentrated in California and Texas.

02

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

58.2% of Home equity fans are female, 41.8% are male, with an average age of 39.4 years.

03

Which brands do Home equity fans like most?

Home equity fans show strongest brand affinity for Cath Kidston (20×), Home insurance (6.31×), and Property finder (4.83×) over the country average.

04

Where do Home equity fans live in United States?

Home equity fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Home equity fans also like?

Beyond Home equity itself, the audience over-indexes on Home insurance (6.31×), Property finder (4.83×), Reverse mortgage (18.11×), and Mortgage loans (3×) 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 equity 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 equity. 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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