Rascasse Audience Intelligence

Home equity loan Audience in United States

A data profile of the people who buy, follow and care about Home equity loan in United States — modelled from more than twelve digital signal sources. Home equity loan has an estimated audience of 6,491,794 people in United States.

#3187among Topic in United States#499in Business & Career

The average Home equity loan fan in United States is 46.9 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Home equity line of credit, Mortgage loans, Refinancing, with strongest over-indexing on Home equity line of credit (12.92× the country average).

Demographically, the Home equity loan audience skews balanced with an average age of 46.9, and over-indexes on personality traits such as DIY Mentality, Career Orientation.

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

The typical Home equity loan fan in United States is balanced, around 46.9 years old, with strong DIY Mentality tendencies and a notable affinity for Home equity line of credit.

Category: Business & Career · 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 loan profile in United States.

Audience size
6.5M
in United States
Gender
49.8%♀
50.2% male
Age
46.9
average years
Country rank
#5359
Topic in United States
Fig. 01

Search interest · 12-month trend

-44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home equity loan fans

49.8% are female, 50.2% are male, average age 46.9.

Fig. 02

Gender split

49.8%
Female
50.2%
Male
Demographic split for Home equity loan audience in United States
MetricValue
Female49.8%
Male50.2%
Average age46.9
Estimated audience size6,491,794
Fig. 03

Age distribution

Ø 46.9
average years
Age distribution of the Home equity loan audience in United States
Age bracketShare%
16-196%
20-2912%
30-3919%
40-4925%
50+39%
Fig. 04

Worldwide distribution

38.7%

of the worldwide Home equity loan audience comes from United States.

Worldwide audience distribution share by country for Home equity loan
CountryShare
United States38.7%
India7.7%
United Kingdom6.8%
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 equity loan audience in United States is strongest.

Fig. 05

Top regions by affinity

Home equity loan fans by region: top regions in United States
#RegionReachAffinity×
01Indiana~200K1.39×
02Washington, District of Columbia~30K1.37×
03North Carolina~300K1.31×
04Michigan~200K1.28×
05Missouri~100K1.22×
06Pennsylvania~300K1.20×
07Minnesota~100K1.16×
08Utah~70K1.16×
09West Virginia~40K1.16×
10South Carolina~100K1.13×
11Kentucky~90K1.12×
12Oregon~80K1.11×
13Ohio~200K1.10×
14Arkansas~60K1.09×
15Kansas~50K1.06×
16Virginia~200K1.05×
17Connecticut~70K1.05×
18Maine~20K1.05×
19New Hampshire~30K1.04×
20Delaware~20K1.04×
21Tennessee~100K1.03×
22New Jersey~200K1.02×
23Georgia~200K1.00×
24Alabama~90K1.00×
25Washington~100K0.99×
26Texas~500K0.98×
27Louisiana~80K0.98×
28Mississippi~50K0.98×
29Vermont~10K0.98×
30Oklahoma~70K0.97×
31Iowa~50K0.96×
32North Dakota~10K0.96×
33Illinois~200K0.94×
34Nebraska~30K0.94×
35Alaska~10K0.93×
36Montana~20K0.92×
37Maryland~100K0.91×
38Idaho~30K0.91×
39Arizona~100K0.88×
40New Mexico~30K0.88×
41Wisconsin~90K0.87×
42Florida~400K0.86×
43Rhode Island~20K0.86×
44South Dakota~10K0.86×
45New York~300K0.85×
46Massachusetts~100K0.85×
47Colorado~90K0.85×
48Nevada~50K0.79×
49Hawaii~20K0.75×
50California~500K0.71×
Fig. 06

Affinity by region

Affinity by region — Home equity loan, United States
0.71×1.00×1.39×
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 loan 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 loan audience
#·InterestCategoryAffinity×
01Home equity line of creditBusiness & Career12.92×
02Cash out refinancingBusiness & Career8.01×
03RefinancingBusiness & Career7.84×
04For sale by ownerHome & Garden6.03×
05TownhouseHome & Garden5.53×
06First-time home buyer grantHome & Garden5.28×
07Mortgage calculatorHome & Garden4.86×
08Credit KarmaBusiness & Career4.48×
09Starter homeHome & Garden4.15×
10Mortgage loansBusiness & Career4.03×
11LoanBusiness & Career3.75×
12First-time buyerShopping3.71×
13HouseHome & Garden2.11×
14InvestmentBusiness & Career2.09×
15FinanceBusiness & Career1.97×
16U.S. stateTravel & Leisure1.74×
17United StatesTravel & Leisure1.62×
18FamilyKids & Family1.61×
19FIFA World Cup 2026Sports1.58×
20BusinessBusiness & Career1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home equity loan 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 loan audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.85×
Career OrientationPOWER1.85×
Need for SecurityCONSERVATISM1.76×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home equity loan audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY1.06×
Healthy LifestyleBALANCE1.07×
SustainabilityBALANCE1.08×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home equity loan have in United States?

Home equity loan has an estimated audience of 6,491,794 people in United States, concentrated in Texas and California.

02

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

49.8% of Home equity loan fans are female, 50.2% are male, with an average age of 46.9 years.

03

Which brands do Home equity loan fans like most?

Home equity loan fans show strongest brand affinity for Home equity line of credit (12.92×), Mortgage loans (4.03×), and Refinancing (7.84×) over the country average.

04

Where do Home equity loan fans live in United States?

Home equity loan fans in United States are most concentrated in Texas (reach ~500K), California (reach ~500K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Home equity loan fans also like?

Beyond Home equity loan itself, the audience over-indexes on Mortgage loans (4.03×), Refinancing (7.84×), Mortgage calculator (4.86×), and For sale by owner (6.03×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Home equity loan 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 loan. 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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