Rascasse Audience Intelligence

Homebase Target Market in United States

A data profile of the people who buy, follow and care about Homebase in United States — modelled from more than twelve digital signal sources. Homebase has an estimated audience of 1,294,392 people in United States.

#9among Hardware store in United States#2024among Brand in United States#343in Shopping

The average Homebase fan in United States is 33.4 years old, more female, and lives primarily in California.

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

Top brand affinities include HomeSense, Wickes, Folic acid, with strongest over-indexing on HomeSense (49.2× the country average).

Demographically, the Homebase audience skews more female with an average age of 33.4, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Homebase fan in United States is more female, around 33.4 years old, with strong Design Affinity tendencies and a notable affinity for HomeSense.

Category: Shopping · Type: Brand · Subtype: Hardware store

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 Homebase profile in United States.

Audience size
1.3M
in United States
Gender
58.6%♀
41.4% male
Age
33.4
average years
Country rank
#19778
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 Homebase

58.6% are female, 41.4% are male, average age 33.4.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Homebase audience in United States
MetricValue
Female58.6%
Male41.4%
Average age33.4
Estimated audience size1,294,392
Fig. 03

Age distribution

Ø 33.4
average years
Age distribution of the Homebase audience in United States
Age bracketShare%
16-1939%
20-2918%
30-3916%
40-4915%
50+12%
Fig. 04

Worldwide distribution

23.7%

of the worldwide Homebase audience comes from United States.

Worldwide audience distribution share by country for Homebase
CountryShare
United Kingdom58.4%
United States23.7%
Canada2.4%
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 Homebase audience in United States is strongest.

Fig. 05

Top regions by affinity

Homebase customers by region in United States
#RegionReachAffinity×
01Wyoming~10K5.50×
02Kansas~20K1.70×
03Montana~6K1.53×
04Idaho~9K1.34×
05Utah~20K1.32×
06North Dakota~4K1.31×
07Nebraska~9K1.25×
08South Dakota~4K1.25×
09New York~90K1.24×
10Texas~100K1.12×
11Wisconsin~20K1.09×
12Louisiana~20K1.07×
13Missouri~20K1.06×
14Alaska~3K1.04×
15Hawaii~6K1.01×
16North Carolina~40K1.00×
17Colorado~20K1.00×
18Delaware~4K0.98×
19Massachusetts~30K0.97×
20Oregon~20K0.97×
21California~100K0.90×
22South Carolina~20K0.89×
23New Hampshire~5K0.89×
24Iowa~10K0.88×
25Tennessee~20K0.86×
26Washington~20K0.85×
27Michigan~30K0.84×
28Florida~80K0.83×
29Georgia~30K0.82×
30Oklahoma~10K0.81×
31Mississippi~9K0.80×
32Minnesota~20K0.78×
33New Mexico~5K0.78×
34Alabama~10K0.77×
35Nevada~10K0.76×
36Arkansas~9K0.76×
37Ohio~30K0.75×
38Maine~4K0.75×
39Virginia~20K0.74×
40Arizona~20K0.72×
41Pennsylvania~30K0.71×
42Washington, District of Columbia~3K0.68×
43Indiana~20K0.67×
44Maryland~20K0.67×
45Illinois~30K0.64×
46Kentucky~10K0.64×
47Rhode Island~3K0.64×
48Connecticut~9K0.63×
49New Jersey~20K0.61×
50West Virginia~3K0.55×
Fig. 06

Affinity by region

Affinity by region — Homebase, United States
0.55×1.00×5.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Homebase audience
#·InterestCategoryAffinity×
01WickesHome & Garden107.23×
02ScrewfixHome & Garden60.43×
03HomeSenseHome & Garden49.20×
04Michael McIntyreMovies & TV46.46×
05Folic acidHealth20.55×
06British comedyMovies & TV20.27×
07Buy to letHome & Garden19.83×
08Russell BrandMovies & TV15.88×
09PrimarkShopping14.57×
10Christmas shoppingShopping14.11×
11natural hairBeauty & Wellness12.11×
12LidlShopping9.79×
13StaycationHome & Garden9.72×
14Unique GiftsShopping8.78×
15Home Interior DesignHome & Garden5.04×
16AldiShopping4.46×
17Fashion NovaShopping4.07×
18Evolutionary psychologyHealth3.51×
19MarshallsFashion & Accessoires3.07×
20Dollar GeneralShopping2.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Homebase 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 Homebase audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.40×
Luxury OrientationPREMIUM2.01×
SustainabilityBALANCE1.83×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Homebase audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.86×
Family OrientationCONSERVATISM0.90×
Social Media UsageJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Homebase's target market in United States?

Homebase's target market in United States covers an estimated 1,294,392 people, concentrated in California and Texas.

02

What is the gender split and age of Homebase customers?

58.6% of the Homebase audience are female, 41.4% are male, with an average age of 33.4 years.

03

Which brands do Homebase fans like most?

Homebase fans show strongest brand affinity for HomeSense (49.2×), Wickes (107.23×), and Folic acid (20.55×) over the country average.

04

Where do Homebase fans live in United States?

Homebase fans in United States are most concentrated in California (reach ~100K), Texas (reach ~100K), and New York (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Homebase fans also like?

Beyond Homebase itself, the audience over-indexes on Wickes (107.23×), Folic acid (20.55×), Primark (14.57×), and natural hair (12.11×) compared to the United States average.

Appendix

Explore more audiences

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

More Hardware store audiences in United States

See Homebase audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Homebase. 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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