Rascasse Audience Intelligence

Household Audience in United States

A data profile of the people who buy, follow and care about Household in United States — modelled from more than twelve digital signal sources. Household has an estimated audience of 47,478,945 people in United States.

#313among Topic in United States#24in Home & Garden

The average Household fan in United States is 44.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Apartment, Real property, Planet Fitness, with strongest over-indexing on Apartment (1.97× the country average).

Demographically, the Household audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

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

The typical Household fan in United States is more female, around 44.1 years old, with strong Indulgence tendencies and a notable affinity for Apartment.

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 Household profile in United States.

Audience size
47.5M
in United States
Gender
60.5%♀
39.5% male
Age
44.1
average years
Country rank
#433
Topic in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Household fans

60.5% are female, 39.5% are male, average age 44.1.

Fig. 02

Gender split

60.5%
Female
39.5%
Male
Demographic split for Household audience in United States
MetricValue
Female60.5%
Male39.5%
Average age44.1
Estimated audience size47,478,945
Fig. 03

Age distribution

Ø 44.1
average years
Age distribution of the Household audience in United States
Age bracketShare%
16-1910%
20-2915%
30-3920%
40-4924%
50+31%
Fig. 04

Worldwide distribution

24.9%

of the worldwide Household audience comes from United States.

Worldwide audience distribution share by country for Household
CountryShare
United States24.9%
United Kingdom5.9%
Brazil4.7%
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 Household audience in United States is strongest.

Fig. 05

Top regions by affinity

Household fans by region: top regions in United States
#RegionReachAffinity×
01California~7M1.31×
02New York~3M1.22×
03Mississippi~500K1.20×
04Texas~5M1.19×
05Georgia~1.5M1.19×
06Florida~3.5M1.16×
07New Mexico~300K1.15×
08Hawaii~200K1.13×
09Washington~1M1.12×
10Alabama~700K1.11×
11Virginia~1.5M1.09×
12Louisiana~700K1.09×
13Maryland~900K1.08×
14Arkansas~400K1.07×
15Washington, District of Columbia~200K1.07×
16Oregon~600K1.06×
17New Jersey~1.5M1.05×
18Massachusetts~1M1.05×
19Kentucky~600K1.05×
20Oklahoma~500K1.04×
21Nevada~500K1.04×
22Tennessee~1M1.03×
23South Carolina~700K1.02×
24Kansas~400K1.02×
25North Carolina~1.5M1.01×
26Iowa~400K1.01×
27Arizona~1M1.00×
28Indiana~900K1.00×
29Nebraska~200K1.00×
30Missouri~800K0.99×
31Connecticut~500K0.99×
32Pennsylvania~1.5M0.96×
33Illinois~1.5M0.96×
34Minnesota~700K0.96×
35Rhode Island~100K0.96×
36Ohio~1.5M0.95×
37Delaware~100K0.95×
38Alaska~100K0.95×
39Michigan~1M0.93×
40West Virginia~200K0.93×
41Colorado~700K0.92×
42Utah~400K0.92×
43Maine~200K0.92×
44South Dakota~100K0.92×
45North Dakota~90K0.91×
46Vermont~80K0.91×
47Idaho~200K0.90×
48Montana~100K0.88×
49Wisconsin~600K0.86×
50New Hampshire~200K0.86×
Fig. 06

Affinity by region

Affinity by region — Household, United States
0.86×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Household audience
#·InterestCategoryAffinity×
01Microwave ovenHome & Garden2.69×
02Real propertyHome & Garden2.51×
03Modern architectureArts & Culture2.44×
04Diaper bagKids & Family2.39×
05Property finderHome & Garden2.34×
06HypermarketShopping2.29×
07KitchenwareHome & Garden2.21×
08ApartmentBusiness & Career1.97×
09Discount storesShopping1.95×
10Planet FitnessSports1.83×
11CabinetryHome & Garden1.81×
12CountertopHome & Garden1.81×
13DentistryBusiness & Career1.77×
14Hardware storeHome & Garden1.76×
15Home AppliancesHome & Garden1.74×
16LodgingTravel & Leisure1.72×
17Pizza HutFood & Beverages1.57×
18PharmacyBusiness & Career1.57×
19Shopping mallsShopping1.56×
20RenovationHome & Garden1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Household 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 Household audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.56×
Convenience OrientationPREMIUM1.50×
Family OrientationCONSERVATISM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Household audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.87×
Healthy LifestyleBALANCE0.91×
Social Media UsageJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Household have in United States?

Household has an estimated audience of 47,478,945 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Household fans?

60.5% of Household fans are female, 39.5% are male, with an average age of 44.1 years.

03

Which brands do Household fans like most?

Household fans show strongest brand affinity for Apartment (1.97×), Real property (2.51×), and Planet Fitness (1.83×) over the country average.

04

Where do Household fans live in United States?

Household fans in United States are most concentrated in California (reach ~7M), Texas (reach ~5M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do Household fans also like?

Beyond Household itself, the audience over-indexes on Real property (2.51×), Planet Fitness (1.83×), Home Appliances (1.74×), and Microwave oven (2.69×) 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 Household audiences in other countries

How to read this data

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