Rascasse Audience Intelligence

Homemaking Audience in United States

A data profile of the people who buy, follow and care about Homemaking in United States — modelled from more than twelve digital signal sources. Homemaking has an estimated audience of 10,573,083 people in United States.

#2189among Topic in United States#241in Home & Garden

The average Homemaking fan in United States is 44.0 years old, more female, and lives primarily in Iowa.

The audience is concentrated in Iowa, California, Texas.

Top brand affinities include Britney Spears, Non-alcoholic beverage, Nonprofit organization, with strongest over-indexing on Britney Spears (2.99× the country average).

Demographically, the Homemaking audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Community Orientation, Individualism.

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

The typical Homemaking fan in United States is more female, around 44.0 years old, with strong Community Orientation tendencies and a notable affinity for Britney Spears.

Category: Home & Garden · 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 Homemaking profile in United States.

Audience size
10.6M
in United States
Gender
69.2%♀
30.8% male
Age
44.0
average years
Country rank
#3390
Topic in United States
Fig. 01

Search interest · 12-month trend

-7%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Homemaking fans

69.2% are female, 30.8% are male, average age 44.0.

Fig. 02

Gender split

69.2%
Female
30.8%
Male
Demographic split for Homemaking audience in United States
MetricValue
Female69.2%
Male30.8%
Average age44.0
Estimated audience size10,573,083
Fig. 03

Age distribution

Ø 44.0
average years
Age distribution of the Homemaking audience in United States
Age bracketShare%
16-1911%
20-2915%
30-3919%
40-4923%
50+32%
Fig. 04

Worldwide distribution

21.8%

of the worldwide Homemaking audience comes from United States.

Worldwide audience distribution share by country for Homemaking
CountryShare
United States21.8%
Brazil18.4%
Japan6.8%
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 Homemaking audience in United States is strongest.

Fig. 05

Top regions by affinity

Homemaking fans by region: top regions in United States
#RegionReachAffinity×
01Iowa~2M39.45×
02Nebraska~70K1.28×
03Wyoming~10K0.84×
04Alaska~20K0.80×
05Vermont~10K0.80×
06Montana~20K0.74×
07Delaware~20K0.71×
08North Dakota~20K0.71×
09South Dakota~20K0.69×
10New Hampshire~30K0.67×
11Minnesota~100K0.66×
12West Virginia~30K0.66×
13Maine~30K0.66×
14New Mexico~30K0.62×
15Hawaii~30K0.62×
16Rhode Island~20K0.62×
17Idaho~30K0.61×
18Washington, District of Columbia~20K0.61×
19Mississippi~50K0.53×
20Arkansas~50K0.52×
21Kansas~40K0.48×
22Louisiana~60K0.45×
23Oklahoma~50K0.45×
24Utah~40K0.45×
25Nevada~50K0.44×
26Kentucky~60K0.43×
27Connecticut~40K0.42×
28Alabama~60K0.41×
29Oregon~50K0.41×
30Missouri~70K0.39×
31South Carolina~60K0.39×
32Wisconsin~60K0.39×
33Indiana~70K0.35×
34Illinois~100K0.34×
35Tennessee~70K0.34×
36Maryland~60K0.34×
37Colorado~60K0.34×
38Massachusetts~70K0.33×
39New Jersey~90K0.32×
40Virginia~80K0.32×
41Arizona~70K0.32×
42Washington~60K0.31×
43Ohio~90K0.29×
44North Carolina~90K0.28×
45Georgia~90K0.27×
46Pennsylvania~90K0.26×
47Florida~200K0.24×
48Texas~200K0.22×
49New York~100K0.22×
50California~200K0.21×
Fig. 06

Affinity by region

Affinity by region — Homemaking, United States
0.21×1.00×39.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Homemaking audience
#·InterestCategoryAffinity×
01Non-alcoholic beverageFood & Beverages3.87×
02Slow cookerFood & Beverages3.19×
03Britney SpearsMusic & Radio2.99×
04Rail transportTravel & Leisure2.58×
05PharmacyBusiness & Career2.55×
06Charitable organizationPolitics & Society2.49×
07NostalgiaHome & Garden2.46×
08Hardware storeHome & Garden2.41×
09GeneticsKids & Family2.32×
10TraditionPolitics & Society2.25×
11Nonprofit organizationPolitics & Society1.97×
12SupermarketShopping1.96×
13Fox News ChannelMovies & TV1.94×
14Hobby LobbyHome & Garden1.81×
15Planet FitnessSports1.74×
16GrillingFood & Beverages1.68×
17Chick-fil-AFood & Beverages1.64×
18Health careBusiness & Career1.59×
19AldiShopping1.53×
20FlowerHome & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Homemaking 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 Homemaking audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.06×
IndividualismJOY2.03×
SpiritualityBALANCE1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Homemaking audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.32×
Luxury OrientationPREMIUM0.72×
Design AffinityPREMIUM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Homemaking have in United States?

Homemaking has an estimated audience of 10,573,083 people in United States, concentrated in Iowa and California.

02

What is the gender split and age of Homemaking fans?

69.2% of Homemaking fans are female, 30.8% are male, with an average age of 44.0 years.

03

Which brands do Homemaking fans like most?

Homemaking fans show strongest brand affinity for Britney Spears (2.99×), Non-alcoholic beverage (3.87×), and Nonprofit organization (1.97×) over the country average.

04

Where do Homemaking fans live in United States?

Homemaking fans in United States are most concentrated in Iowa (reach ~2M), California (reach ~200K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Homemaking fans also like?

Beyond Homemaking itself, the audience over-indexes on Non-alcoholic beverage (3.87×), Nonprofit organization (1.97×), Nostalgia (2.46×), and Tradition (2.25×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See Homemaking audiences in other countries

How to read this data

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