Home improvement Audience in United States

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Home improvement has an estimated audience of 103,046,712 people in United States. 54.8% are female, 45.2% are male, average age 43.8. Top regions: California, Texas, Florida. Top brand affinities: Google Drive, LabCorp, Yahoo!奇摩名人娛樂, Aritzia, Savannah Guthrie.

The average Home improvement fan in United States is 43.8 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Google Drive, LabCorp, Yahoo!奇摩名人娛樂, with strongest over-indexing on Google Drive (1.79× the country average). Demographically, the Home improvement audience skews balanced with an average age of 43.8, and over-indexes on personality traits such as DIY Mentality, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Home improvement fans

Demographic split for Home improvement audience in United States
MetricValue
Female54.8%
Male45.2%
Average age43.8
Estimated audience size103,046,712

Audience persona

The typical Home improvement fan in United States is balanced, around 43.8 years old, with strong DIY Mentality tendencies and a notable affinity for Google Drive.

Top regions in United States

Top regions ranked by reach for Home improvement in United States
RegionReachAffinity
California8,571,8480.76×
Texas7,963,0520.9×
Florida6,762,6240.97×
New York4,866,0200.85×
Ohio3,997,2531.26×
Pennsylvania3,794,9791.09×
Michigan3,633,6141.35×
Illinois3,442,4821×
North Carolina3,245,6911.05×
Georgia2,630,6330.83×
Indiana2,325,3561.24×
Tennessee2,288,6071.11×
New Jersey2,288,2620.87×
Virginia2,232,6740.89×
Wisconsin2,155,5511.39×
Missouri2,060,6811.24×
Washington1,908,8380.92×
Arizona1,861,1140.88×
South Carolina1,715,8701.11×
Massachusetts1,684,3040.83×
Colorado1,647,5771.01×
Minnesota1,610,4491.09×
Kentucky1,482,2751.15×
Oklahoma1,459,9781.28×
Maryland1,442,6720.81×
Alabama1,357,8160.94×
Kansas1,326,9691.63×
Louisiana1,293,3360.97×
Oregon1,260,2741.07×
Arkansas1,020,8261.2×
Iowa1,009,7261.19×
Utah878,2150.95×
Connecticut870,2390.84×
Nevada851,0470.85×
Mississippi731,9580.86×
Idaho574,2111.11×
Nebraska553,0221.07×
West Virginia540,1101.13×
New Mexico490,2800.95×
New Hampshire409,3371.01×
Maine361,0160.98×
Montana297,6551.04×
Rhode Island274,8520.84×
Hawaii246,2090.56×
South Dakota244,8311.03×
North Dakota230,5911.09×
Delaware219,9620.77×
Washington, District of Columbia161,9230.52×
Wyoming157,9111.03×
Alaska150,4790.68×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Home improvement audience
BrandAffinityCategory
Google Drive1.79×Technology & Electronics
LabCorp2.2×Health
Yahoo!奇摩名人娛樂1.59×Internet & Social Media
Aritzia2.74×Fashion & Accessoires
Savannah Guthrie2.05×Movies & TV
Google News1.95×News
Home repair1.54×Home & Garden
Home Decoration & Design2.64×Home & Garden
Menards1.52×Home & Garden
Maltese (dog)1.97×Pets & Animals
Purchase discount2.65×Shopping
First-time home buyer grant2.24×Home & Garden
Power tool1.52×Home & Garden
Ana de Armas1.93×Movies & TV
Google Calendar1.94×Internet & Social Media
Drill1.57×Home & Garden
Home Design1.54×Home & Garden
Coach1.89×Fashion & Accessoires
Unique Gifts2.12×Shopping
Tractor Supply Company1.63×Shopping

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Home improvement audience
TraitClusterScore
DIY MentalityTHRILL1.33
IndulgenceJOY1.24
Price SensitivityPREMIUM1.15
Design AffinityPREMIUM1.12
Family OrientationCONSERVATISM1.1
Social Media UsageJOY1.07

Worldwide distribution

Worldwide audience distribution share by country for Home improvement
CountryShare
United States22.2%
United Kingdom4.8%
Italy4.0%

See Home improvement audiences in other countries

More Lifestyle cluster audiences in United States

Frequently asked questions

How many fans does Home improvement have in United States?

Home improvement has an estimated audience of 103,046,712 people in United States, concentrated in California and Texas.

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

54.8% of Home improvement fans are female, 45.2% are male, with an average age of 43.8 years.

Which brands do Home improvement fans like most?

Home improvement fans show strongest brand affinity for Google Drive (1.79×), LabCorp (2.2×), and Yahoo!奇摩名人娛樂 (1.59×) over the country average.

Where do Home improvement fans live in United States?

Home improvement fans in United States are most concentrated in California (reach 8,571,848), Texas (reach 7,963,052), and Florida (reach 6,762,624). These three regions account for the largest share of the active audience.

What other brands do Home improvement fans also like?

Beyond Home improvement itself, the audience over-indexes on LabCorp (2.2×), Yahoo!奇摩名人娛樂 (1.59×), Aritzia (2.74×), and Savannah Guthrie (2.05×) 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 Home improvement. 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.