Rascasse Audience Intelligence

Home Instead Target Market in United States

A data profile of the people who buy, follow and care about Home Instead in United States — modelled from more than twelve digital signal sources. Home Instead has an estimated audience of 994,342 people in United States.

#2427among Brand in United States#710in Health

The average Home Instead fan in United States is 45.6 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Elderly care, Incontinence pad, Retirement community, with strongest over-indexing on Elderly care (58.58× the country average).

Demographically, the Home Instead audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Family Orientation, 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 Instead fan in United States is more female, around 45.6 years old, with strong Family Orientation tendencies and a notable affinity for Elderly care.

Category: Health · Type: Brand

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 Instead profile in United States.

Audience size
994K
in United States
Gender
73.1%♀
26.9% male
Age
45.6
average years
Country rank
#23759
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Home Instead

73.1% are female, 26.9% are male, average age 45.6.

Fig. 02

Gender split

73.1%
Female
26.9%
Male
Demographic split for Home Instead audience in United States
MetricValue
Female73.1%
Male26.9%
Average age45.6
Estimated audience size994,342
Fig. 03

Age distribution

Ø 45.6
average years
Age distribution of the Home Instead audience in United States
Age bracketShare%
16-1918%
20-298%
30-3910%
40-4917%
50+46%
Fig. 04

Worldwide distribution

57.4%

of the worldwide Home Instead audience comes from United States.

Worldwide audience distribution share by country for Home Instead
CountryShare
United States57.4%
United Kingdom14.6%
Germany11.2%
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 Instead audience in United States is strongest.

Fig. 05

Top regions by affinity

Home Instead customers by region in United States
#RegionReachAffinity×
01Nebraska~10K1.98×
02Arkansas~20K1.95×
03Indiana~30K1.68×
04Louisiana~20K1.68×
05North Dakota~3K1.58×
06Wisconsin~20K1.49×
07Ohio~40K1.45×
08Kentucky~20K1.45×
09Iowa~10K1.45×
10South Dakota~3K1.35×
11Oregon~10K1.33×
12Tennessee~20K1.27×
13Washington~20K1.23×
14Wyoming~2K1.23×
15North Carolina~30K1.19×
16Pennsylvania~40K1.14×
17Alabama~20K1.14×
18Illinois~40K1.13×
19Alaska~2K1.09×
20Colorado~20K1.06×
21Minnesota~10K1.06×
22Delaware~3K1.05×
23Rhode Island~3K1.04×
24Mississippi~8K1.02×
25South Carolina~10K1.01×
26Oklahoma~10K0.92×
27Virginia~20K0.90×
28Missouri~10K0.89×
29Maine~3K0.88×
30Kansas~7K0.86×
31Massachusetts~20K0.84×
32Arizona~20K0.82×
33New Hampshire~3K0.82×
34Florida~50K0.80×
35New Mexico~4K0.78×
36Georgia~20K0.76×
37Connecticut~7K0.72×
38West Virginia~3K0.72×
39Maryland~10K0.71×
40Montana~2K0.68×
41Texas~60K0.67×
42Michigan~20K0.65×
43Utah~6K0.64×
44Hawaii~3K0.62×
45Idaho~3K0.56×
46California~50K0.50×
47Washington, District of Columbia~1K0.49×
48New Jersey~10K0.48×
49New York~30K0.47×
50Nevada~4K0.46×
Fig. 06

Affinity by region

Affinity by region — Home Instead, United States
0.46×1.00×1.98×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home Instead audience
#·InterestCategoryAffinity×
01Incontinence padHealth141.81×
02Elderly careHealth58.58×
03Costa CoffeeFood & Beverages20.00×
04Consumer CellularTechnology & Electronics7.79×
05Retirement homeHome & Garden7.78×
06OmegaFashion & Accessoires7.65×
07Retirement planningBusiness & Career6.65×
08Retirement communityKids & Family6.49×
09Sustainable energyHome & Garden4.03×
10Preventive healthcareHealth3.67×
11RetirementBusiness & Career3.48×
12Renewable energyBusiness & Career3.15×
13Health insuranceBusiness & Career2.93×
14FedExBusiness & Career2.58×
15PharmacyBusiness & Career2.47×
16Mortgage loansBusiness & Career2.13×
17Nonprofit organizationPolitics & Society1.87×
18Dollar GeneralShopping1.81×
19Health careBusiness & Career1.66×
20PinterestInternet & Social Media1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home Instead 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 Instead audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM12.99×
Career OrientationPOWER2.44×
PatriotismCONSERVATISM2.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home Instead audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.86×
Early Adopter MentalityPOWER0.98×
Sports ActivityPOWER1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Home Instead's target market in United States?

Home Instead's target market in United States covers an estimated 994,342 people, concentrated in Texas and California.

02

What is the gender split and age of Home Instead customers?

73.1% of the Home Instead audience are female, 26.9% are male, with an average age of 45.6 years.

03

Which brands do Home Instead fans like most?

Home Instead fans show strongest brand affinity for Elderly care (58.58×), Incontinence pad (141.81×), and Retirement community (6.49×) over the country average.

04

Where do Home Instead fans live in United States?

Home Instead fans in United States are most concentrated in Texas (reach ~60K), California (reach ~50K), and Florida (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Home Instead fans also like?

Beyond Home Instead itself, the audience over-indexes on Incontinence pad (141.81×), Retirement community (6.49×), Retirement planning (6.65×), and Sustainable energy (4.03×) compared to the United States average.

Appendix

Explore more audiences

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

More Health audiences in United States

See Home Instead 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 Instead. 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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