Home-improvement center Audience in United States
A data profile of the people who buy, follow and care about Home-improvement center in United States — modelled from more than twelve digital signal sources. Home-improvement center has an estimated audience of 5,361,865 people in United States.
The average Home-improvement center fan in United States is 46.2 years old, balanced, and lives primarily in California.
The audience is concentrated in California, Pennsylvania, Texas.
Top brand affinities include Menards, Hardware store, Residential area, with strongest over-indexing on Menards (8.62× the country average).
Demographically, the Home-improvement center audience skews balanced with an average age of 46.2, and over-indexes on personality traits such as DIY Mentality, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
The typical Home-improvement center fan in United States is balanced, around 46.2 years old, with strong DIY Mentality tendencies and a notable affinity for Menards.
At a glance
The key figures that characterise the Home-improvement center profile in United States.
Search interest · 12-month trend
Demographics of Home-improvement center fans
52.2% are female, 47.8% are male, average age 46.2.
Gender split
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 46.2 |
| Estimated audience size | 5,361,865 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 37% |
Geography
Where the Home-improvement center audience in United States is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Arkansas | ~400K | 8.34× | |
| 02 | California | ~2.5M | 4.27× | |
| 03 | Pennsylvania | ~600K | 3.09× | |
| 04 | New York | ~400K | 1.17× | |
| 05 | Iowa | ~50K | 1.03× | |
| 06 | South Dakota | ~10K | 1.03× | |
| 07 | Mississippi | ~40K | 1.01× | |
| 08 | New Hampshire | ~20K | 1.01× | |
| 09 | Delaware | ~10K | 1.01× | |
| 10 | Alaska | ~10K | 1.01× | |
| 11 | Minnesota | ~80K | 1.00× | |
| 12 | Montana | ~10K | 1.00× | |
| 13 | Wyoming | ~8K | 1.00× | |
| 14 | New Mexico | ~30K | 0.99× | |
| 15 | Idaho | ~30K | 0.99× | |
| 16 | West Virginia | ~20K | 0.99× | |
| 17 | Hawaii | ~20K | 0.99× | |
| 18 | Rhode Island | ~20K | 0.99× | |
| 19 | North Dakota | ~10K | 0.99× | |
| 20 | Vermont | ~9K | 0.99× | |
| 21 | Kansas | ~40K | 0.98× | |
| 22 | Nebraska | ~30K | 0.98× | |
| 23 | Maine | ~20K | 0.98× | |
| 24 | Washington, District of Columbia | ~20K | 0.98× | |
| 25 | Louisiana | ~70K | 0.96× | |
| 26 | Kentucky | ~60K | 0.96× | |
| 27 | Oklahoma | ~60K | 0.96× | |
| 28 | Connecticut | ~50K | 0.96× | |
| 29 | Nevada | ~50K | 0.96× | |
| 30 | Utah | ~50K | 0.96× | |
| 31 | Alabama | ~70K | 0.95× | |
| 32 | Oregon | ~60K | 0.95× | |
| 33 | Missouri | ~80K | 0.94× | |
| 34 | South Carolina | ~80K | 0.94× | |
| 35 | Wisconsin | ~80K | 0.94× | |
| 36 | Tennessee | ~100K | 0.93× | |
| 37 | Indiana | ~90K | 0.93× | |
| 38 | Maryland | ~90K | 0.93× | |
| 39 | Colorado | ~80K | 0.93× | |
| 40 | New Jersey | ~100K | 0.92× | |
| 41 | Virginia | ~100K | 0.92× | |
| 42 | Arizona | ~100K | 0.92× | |
| 43 | Washington | ~100K | 0.92× | |
| 44 | Massachusetts | ~100K | 0.92× | |
| 45 | Illinois | ~200K | 0.91× | |
| 46 | Ohio | ~200K | 0.91× | |
| 47 | Georgia | ~200K | 0.91× | |
| 48 | North Carolina | ~100K | 0.91× | |
| 49 | Florida | ~300K | 0.83× | |
| 50 | Texas | ~400K | 0.81× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Home-improvement center audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Handyman | Home & Garden | 14.01× | ||
| 02 | Menards | Home & Garden | 8.62× | ||
| 03 | Residential area | Home & Garden | 8.34× | ||
| 04 | QVC | Movies & TV | 6.53× | ||
| 05 | Hardware store | Home & Garden | 6.44× | ||
| 06 | Weather forecasting | Home & Garden | 6.22× | ||
| 07 | Modern architecture | Arts & Culture | 5.41× | ||
| 08 | Ace Hardware | Home & Garden | 5.14× | ||
| 09 | Home automation | Technology & Electronics | 5.13× | ||
| 10 | FedEx | Business & Career | 4.72× | ||
| 11 | Discount stores | Shopping | 4.41× | ||
| 12 | Sustainable energy | Home & Garden | 4.10× | ||
| 13 | Renewable energy | Business & Career | 4.09× | ||
| 14 | Mortgage loans | Business & Career | 3.96× | ||
| 15 | Solar energy | Home & Garden | 3.73× | ||
| 16 | Vehicle insurance | Cars & Mobility | 3.19× | ||
| 17 | Shopping malls | Shopping | 3.02× | ||
| 18 | Apartment | Business & Career | 2.84× | ||
| 19 | Internet & Social Media | 2.67× | |||
| 20 | Furniture | Home & Garden | 2.40× |
Personality of the Home-improvement center audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 2.88× | |
| Convenience Orientation | PREMIUM | 2.70× | |
| Family Orientation | CONSERVATISM | 2.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.71× | |
| Healthy Lifestyle | BALANCE | 0.78× | |
| Extroversion | THRILL | 0.84× |
Frequently asked questions
How many fans does Home-improvement center have in United States?
Home-improvement center has an estimated audience of 5,361,865 people in United States, concentrated in California and Pennsylvania.
What is the gender split and age of Home-improvement center fans?
52.2% of Home-improvement center fans are female, 47.8% are male, with an average age of 46.2 years.
Which brands do Home-improvement center fans like most?
Home-improvement center fans show strongest brand affinity for Menards (8.62×), Hardware store (6.44×), and Residential area (8.34×) over the country average.
Where do Home-improvement center fans live in United States?
Home-improvement center fans in United States are most concentrated in California (reach ~2.5M), Pennsylvania (reach ~600K), and Texas (reach ~400K). These three regions account for the largest share of the active audience.
What other brands do Home-improvement center fans also like?
Beyond Home-improvement center itself, the audience over-indexes on Hardware store (6.44×), Residential area (8.34×), Handyman (14.01×), and Ace Hardware (5.14×) compared to the United States average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Home & Garden audiences in United States
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See Home-improvement center audiences in other countries
- Home-improvement center — Germany
- Home-improvement center — United Kingdom
- Home-improvement center — France
- Home-improvement center — Italy
- Home-improvement center — Spain
- Home-improvement center — Brazil
- Home-improvement center — Japan
- Home-improvement center — South Korea
- Home-improvement center — India
- Home-improvement center — Canada
- Home-improvement center — Mexico
How to read this data
Audience size is the estimated number of people in United States who actively search for Home-improvement center. 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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