Rascasse Audience Intelligence

Home insurance Audience in United States

A data profile of the people who buy, follow and care about Home insurance in United States — modelled from more than twelve digital signal sources. Home insurance has an estimated audience of 21,243,487 people in United States.

#1046among Topic in United States#174in Business & Career

The average Home insurance fan in United States is 40.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Nancy Mace, Lindsey Graham, Home equity, with strongest over-indexing on Nancy Mace (6.11× the country average).

Demographically, the Home insurance audience skews balanced with an average age of 40.3, and over-indexes on personality traits such as Need for Security, 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 insurance fan in United States is balanced, around 40.3 years old, with strong Need for Security tendencies and a notable affinity for Nancy Mace.

Category: Business & Career · Type: Topic

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 insurance profile in United States.

Audience size
21.2M
in United States
Gender
52.9%♀
47.1% male
Age
40.3
average years
Country rank
#1523
Topic in United States
Fig. 01

Search interest · 12-month trend

+92%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home insurance fans

52.9% are female, 47.1% are male, average age 40.3.

Fig. 02

Gender split

52.9%
Female
47.1%
Male
Demographic split for Home insurance audience in United States
MetricValue
Female52.9%
Male47.1%
Average age40.3
Estimated audience size21,243,487
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the Home insurance audience in United States
Age bracketShare%
16-1918%
20-2918%
30-3919%
40-4920%
50+24%
Fig. 04

Worldwide distribution

42.3%

of the worldwide Home insurance audience comes from United States.

Worldwide audience distribution share by country for Home insurance
CountryShare
United States42.3%
Japan4.9%
United Kingdom4.9%
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 insurance audience in United States is strongest.

Fig. 05

Top regions by affinity

Home insurance fans by region: top regions in United States
#RegionReachAffinity×
01Wyoming~60K1.93×
02New York~2M1.59×
03Alaska~70K1.50×
04Colorado~500K1.44×
05Mississippi~200K1.39×
06North Dakota~60K1.34×
07South Dakota~70K1.32×
08Kansas~200K1.31×
09Texas~2.5M1.28×
10New Mexico~100K1.26×
11West Virginia~100K1.25×
12Montana~70K1.20×
13Arkansas~200K1.17×
14Oklahoma~300K1.15×
15Idaho~100K1.11×
16Vermont~40K1.08×
17California~2.5M1.05×
18Nebraska~100K1.05×
19Nevada~200K1.04×
20Georgia~700K1.00×
21Illinois~700K0.99×
22South Carolina~300K0.98×
23Florida~1.5M0.97×
24Indiana~400K0.95×
25Missouri~300K0.95×
26Delaware~50K0.93×
27Alabama~300K0.92×
28Louisiana~300K0.92×
29Iowa~200K0.92×
30Hawaii~80K0.92×
31Tennessee~400K0.91×
32Arizona~400K0.90×
33Maine~70K0.89×
34North Carolina~600K0.88×
35Rhode Island~60K0.88×
36Wisconsin~300K0.87×
37Connecticut~200K0.87×
38Kentucky~200K0.86×
39Oregon~200K0.84×
40Ohio~500K0.83×
41Utah~200K0.83×
42New Hampshire~70K0.82×
43Virginia~400K0.78×
44New Jersey~400K0.77×
45Washington~300K0.77×
46Maryland~300K0.73×
47Minnesota~200K0.73×
48Pennsylvania~500K0.70×
49Michigan~400K0.70×
50Massachusetts~300K0.61×
Fig. 06

Affinity by region

Affinity by region — Home insurance, United States
0.61×1.00×1.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home insurance audience
#·InterestCategoryAffinity×
01ClipperBeauty & Wellness8.85×
02Cash out refinancingBusiness & Career8.00×
03MedigapPolitics & Society7.40×
04Insurance policyBusiness & Career6.94×
05Social Security AdministrationBusiness & Career6.70×
06Home equityHome & Garden6.31×
07Nancy MacePolitics & Society6.11×
08Medicare (United States)Health4.82×
09RefinancingBusiness & Career4.68×
10Retirement communityKids & Family4.13×
11Life insuranceBusiness & Career4.12×
12Lindsey GrahamPolitics & Society3.81×
13RetirementBusiness & Career3.68×
14Old agePolitics & Society3.53×
15Google NewsNews3.48×
16Charles Schwab CorporationBusiness & Career3.32×
17Vehicle insuranceCars & Mobility2.98×
18Melania TrumpPolitics & Society2.60×
19Mitch McConnellPolitics & Society2.29×
20United States Postal ServiceBusiness & Career2.07×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home insurance 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 insurance audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.80×
Quality AwarenessPREMIUM1.59×
Family OrientationCONSERVATISM1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home insurance audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.57×
Early Adopter MentalityPOWER0.67×
Design AffinityPREMIUM0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home insurance have in United States?

Home insurance has an estimated audience of 21,243,487 people in United States, concentrated in California and Texas.

02

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

52.9% of Home insurance fans are female, 47.1% are male, with an average age of 40.3 years.

03

Which brands do Home insurance fans like most?

Home insurance fans show strongest brand affinity for Nancy Mace (6.11×), Lindsey Graham (3.81×), and Home equity (6.31×) over the country average.

04

Where do Home insurance fans live in United States?

Home insurance fans in United States are most concentrated in California (reach ~2.5M), Texas (reach ~2.5M), and New York (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Home insurance fans also like?

Beyond Home insurance itself, the audience over-indexes on Lindsey Graham (3.81×), Home equity (6.31×), Insurance policy (6.94×), and Life insurance (4.12×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Home insurance 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 insurance. 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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