Home-improvement center Audience in United States
Home-improvement center has an estimated audience of 5,361,865 people in United States. 52.2% are female, 47.8% are male, average age 46.2. Top brand affinities: Governor of Michigan, Israel, Fairy godmother, Like Dandelion Dust, Vocal harmony.
Top brand affinities include Governor of Michigan, Israel, Fairy godmother, with strongest over-indexing on Governor of Michigan (13.54× 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, Urban Lifestyle.
Category: Home & Garden · Type: Topic
Demographics of Home-improvement center fans
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 46.2 |
| Estimated audience size | 5,361,865 |
Audience persona
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 Governor of Michigan.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Governor of Michigan | 13.54× | Politics & Society |
| Israel | 3.31× | Travel & Leisure |
| Fairy godmother | 11.27× | Literature |
| Like Dandelion Dust | 19.56× | Movies & TV |
| Vocal harmony | 5.83× | Music & Radio |
| Cherish (group) | 13.52× | Music & Radio |
| Hipster | 11.41× | Politics & Society |
| Goop | 6.19× | Internet & Social Media |
| Wok | 7.27× | Food & Beverages |
| El Paso County, Colorado | 13.33× | Travel & Leisure |
| Grinch | 4.13× | Movies & TV |
| headspace | 9.53× | Health |
| Hibachi | 7.69× | Food & Beverages |
| Google Home | 6.2× | Technology & Electronics |
| Historic site | 3.8× | Arts & Culture |
| UK garage | 4.47× | Music & Radio |
| Jeep Wagoneer | 4.66× | Cars & Mobility |
| Grace Slick | 7.11× | Music & Radio |
| TV Fanatic | 8.04× | Movies & TV |
| Pillow | 1.56× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.4 |
| Urban Lifestyle | OPEN | 1.44 |
| Family Orientation | CONSERVATISM | 1.35 |
| Design Affinity | PREMIUM | 1.28 |
| Sustainability | BALANCE | 1.24 |
| Community Orientation | OPEN | 1.23 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.2% |
| Germany | 17.9% |
| Italy | 10.4% |
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
More Home & Garden audiences in United States
- Food and drink (182,612,063)
- Music (181,108,961)
- Shopping and fashion (177,150,005)
- Sports and outdoors (173,827,889)
- Sports (173,190,295)
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.