Rascasse Audience Intelligence

Home improvement Audience in United States

A data profile of the people who buy, follow and care about Home improvement in United States — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 103,046,712 people in United States.

#39among Lifestyle cluster in United States#54among Topic in United States#3in Home & Garden

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

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 improvement profile in United States.

Audience size
103M
in United States
Gender
54.8%♀
45.2% male
Age
43.8
average years
Country rank
#69
Topic in United States
Fig. 01

Search interest · 12-month trend

-17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home improvement fans

54.8% are female, 45.2% are male, average age 43.8.

Fig. 02

Gender split

54.8%
Female
45.2%
Male
Demographic split for Home improvement audience in United States
MetricValue
Female54.8%
Male45.2%
Average age43.8
Estimated audience size103,046,712
Fig. 03

Age distribution

Ø 43.8
average years
Age distribution of the Home improvement audience in United States
Age bracketShare%
16-1910%
20-2916%
30-3920%
40-4924%
50+30%
Fig. 04

Worldwide distribution

22.2%

of the worldwide Home improvement audience comes from United States.

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

Fig. 05

Top regions by affinity

Home improvement fans by region: top regions in United States
#RegionReachAffinity×
01Kansas~1M1.48×
02Ohio~4.5M1.34×
03Wisconsin~2M1.34×
04Michigan~3.5M1.31×
05Arkansas~1M1.27×
06West Virginia~600K1.25×
07Iowa~1M1.24×
08Indiana~2.5M1.23×
09Oklahoma~1.5M1.23×
10Wyoming~200K1.21×
11Missouri~2M1.20×
12Kentucky~1.5M1.20×
13North Dakota~200K1.15×
14South Dakota~300K1.13×
15Nebraska~600K1.12×
16Idaho~600K1.12×
17Tennessee~2.5M1.11×
18Montana~300K1.09×
19Pennsylvania~3.5M1.07×
20Minnesota~1.5M1.07×
21South Carolina~1.5M1.06×
22New Hampshire~400K1.04×
23Colorado~1.5M1.03×
24Oregon~1M1.03×
25Alabama~1.5M1.01×
26Maine~400K1.01×
27Illinois~3.5M0.98×
28Louisiana~1.5M0.98×
29North Carolina~3M0.97×
30Mississippi~800K0.97×
31Utah~900K0.95×
32New Mexico~500K0.95×
33Florida~6M0.87×
34Virginia~2M0.85×
35Arizona~2M0.85×
36Washington~2M0.85×
37Rhode Island~300K0.85×
38Delaware~200K0.85×
39Texas~7.5M0.84×
40Alaska~200K0.83×
41Connecticut~900K0.82×
42New Jersey~2M0.80×
43Massachusetts~1.5M0.79×
44Maryland~1.5M0.79×
45Nevada~800K0.79×
46Georgia~2.5M0.78×
47New York~4.5M0.76×
48California~8M0.72×
49Hawaii~300K0.67×
50Washington, District of Columbia~200K0.57×
Fig. 06

Affinity by region

Affinity by region — Home improvement, United States
0.57×1.00×1.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home improvement audience
#·InterestCategoryAffinity×
01AritziaFashion & Accessoires2.74×
02Purchase discountShopping2.65×
03Home Decoration & DesignHome & Garden2.64×
04First-time home buyer grantHome & Garden2.24×
05LabCorpHealth2.20×
06Nancy MacePolitics & Society2.19×
07Unique GiftsShopping2.12×
08Savannah GuthrieMovies & TV2.05×
09Maltese (dog)Pets & Animals1.97×
10Google NewsNews1.95×
11Google CalendarInternet & Social Media1.94×
12CoachFashion & Accessoires1.89×
13Google DriveTechnology & Electronics1.79×
14Tractor Supply CompanyShopping1.63×
15DrillHome & Garden1.57×
16H.O.M.E.Home & Garden1.55×
17Home repairHome & Garden1.54×
18Home DesignHome & Garden1.54×
19MenardsHome & Garden1.52×
20Power toolHome & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home improvement 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 improvement audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.38×
Quality AwarenessPREMIUM1.28×
Luxury OrientationPREMIUM1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home improvement audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.81×
SustainabilityBALANCE0.84×
Early Adopter MentalityPOWER0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Home improvement fans like most?

Home improvement fans show strongest brand affinity for Google Drive (1.79×), Nancy Mace (2.19×), and LabCorp (2.2×) over the country average.

04

Where do Home improvement fans live in United States?

Home improvement fans in United States are most concentrated in California (reach ~8M), Texas (reach ~7.5M), and Florida (reach ~6M). These three regions account for the largest share of the active audience.

05

What other brands do Home improvement fans also like?

Beyond Home improvement itself, the audience over-indexes on Nancy Mace (2.19×), LabCorp (2.2×), Aritzia (2.74×), and Savannah Guthrie (2.05×) 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 improvement 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 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.

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