Home Instead Audience in United States

Home Instead has an estimated audience of 1,046,424 people in United States. 72.0% are female, 28.0% are male, average age 49.7. Top regions: California, Florida, Texas. Top brand affinities: Finnair, Elderly care, Incontinence pad, AccuWeather, Indeed.com.

The average Home Instead fan in United States is 49.7 years old, more female, and lives primarily in California. The audience is concentrated in California, Florida, Texas. Top brand affinities include Finnair, Elderly care, Incontinence pad, with strongest over-indexing on Finnair (338.44× the country average). Demographically, the Home Instead audience skews more female with an average age of 49.7, and over-indexes on personality traits such as Family Orientation, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Health · Type: Brand

Demographics of Home Instead fans

Demographic split for Home Instead audience in United States
MetricValue
Female72.0%
Male28.0%
Average age49.7
Estimated audience size1,046,424

Audience persona

The typical Home Instead fan in United States is more female, around 49.7 years old, with strong Family Orientation tendencies and a notable affinity for Finnair.

Top regions in United States

Top regions ranked by reach for Home Instead in United States
RegionReachAffinity
California62,7430.55×
Florida61,9820.87×
Texas61,6260.69×
Ohio49,4551.53×
Illinois47,2451.36×
Pennsylvania44,3381.26×
North Carolina41,0441.3×
Indiana33,7341.76×
New York29,2960.5×
Tennessee28,3711.35×
Virginia25,8741.02×
Georgia25,3120.79×
Wisconsin23,6981.51×
Louisiana23,5951.75×
Washington20,6380.98×
Kentucky19,9981.52×
Massachusetts19,2870.94×
Arkansas18,2212.11×
Colorado18,1431.1×
Michigan17,7110.65×
Arizona17,5710.82×
Minnesota17,1451.14×
South Carolina15,8441.01×
Oregon15,5431.3×
Alabama15,1131.03×
Missouri14,3530.85×
New Jersey13,3970.5×
Maryland12,5650.7×
Iowa12,4591.45×
Oklahoma11,7231.01×
Nebraska11,2842.15×
Mississippi8,7861.02×
Connecticut7,4480.71×
Kansas6,7790.82×
Utah5,3350.57×
Nevada4,0100.4×
New Mexico3,5860.68×
Rhode Island3,5061.05×
New Hampshire3,3760.82×
North Dakota3,2281.5×
West Virginia3,2060.66×
Delaware3,1131.08×
Maine3,0120.8×
South Dakota2,8911.2×
Idaho2,2970.44×
Hawaii2,2160.49×
Alaska1,7290.77×
Wyoming1,6221.05×
Montana1,3350.46×
Washington, District of Columbia1,2670.4×

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 Instead audience
BrandAffinityCategory
Finnair338.44×Travel & Leisure
Elderly care44.04×Health
Incontinence pad123.62×Health
AccuWeather9.29×Home & Garden
Indeed.com5.14×Business & Career
Google Maps4.3×Internet & Social Media
StubHub9.65×Travel & Leisure
Autism Awareness9.93×Health
Diabetes mellitus awareness6.75×Health
Capital One3.84×Business & Career
Retirement community7.31×Kids & Family
Enterprise Rent-A-Car5.13×Cars & Mobility
DocuSign9.39×Technology & Electronics
Flickr8.02×Internet & Social Media
Singer-songwriter3.25×Music & Radio
OpenTable9.6×Food & Beverages
Microblogging6.84×Technology & Electronics
Robert Pattinson8.71×Movies & TV
Consumer Cellular10.21×Technology & Electronics
Google News4.21×News

Psychographic profile

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

Top personality traits over-indexed by Home Instead audience
TraitClusterScore
Family OrientationCONSERVATISM10.07
Luxury OrientationPREMIUM2.22
Career OrientationPOWER1.98
Quality AwarenessPREMIUM1.49
IndulgenceJOY1.46
SustainabilityBALANCE1.4

Worldwide distribution

Worldwide audience distribution share by country for Home Instead
CountryShare
United States56.2%
United Kingdom16.0%
Germany11.3%

See Home Instead audiences in other countries

More Health audiences in United States

Frequently asked questions

How many fans does Home Instead have in United States?

Home Instead has an estimated audience of 1,046,424 people in United States, concentrated in California and Florida.

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

72.0% of Home Instead fans are female, 28.0% are male, with an average age of 49.7 years.

Which brands do Home Instead fans like most?

Home Instead fans show strongest brand affinity for Finnair (338.44×), Elderly care (44.04×), and Incontinence pad (123.62×) over the country average.

Where do Home Instead fans live in United States?

Home Instead fans in United States are most concentrated in California (reach 62,743), Florida (reach 61,982), and Texas (reach 61,626). These three regions account for the largest share of the active audience.

What other brands do Home Instead fans also like?

Beyond Home Instead itself, the audience over-indexes on Elderly care (44.04×), Incontinence pad (123.62×), AccuWeather (9.29×), and Indeed.com (5.14×) 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 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.