Rascasse Audience Intelligence

Household goods Audience in United States

A data profile of the people who buy, follow and care about Household goods in United States — modelled from more than twelve digital signal sources. Household goods has an estimated audience of 16,471,913 people in United States.

#1426among Topic in United States#161in Home & Garden

The average Household goods fan in United States is 44.2 years old, more female, and lives primarily in Massachusetts.

The audience is concentrated in Massachusetts, California, Texas.

Top brand affinities include Rural King, Electronics, Hobby Lobby, with strongest over-indexing on Rural King (4.14× the country average).

Demographically, the Household goods audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Quality Awareness, Community Orientation.

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

The typical Household goods fan in United States is more female, around 44.2 years old, with strong Quality Awareness tendencies and a notable affinity for Rural King.

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 goods profile in United States.

Audience size
16.5M
in United States
Gender
66.0%♀
34.0% male
Age
44.2
average years
Country rank
#2096
Topic in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Household goods fans

66.0% are female, 34.0% are male, average age 44.2.

Fig. 02

Gender split

66.0%
Female
34.0%
Male
Demographic split for Household goods audience in United States
MetricValue
Female66.0%
Male34.0%
Average age44.2
Estimated audience size16,471,913
Fig. 03

Age distribution

Ø 44.2
average years
Age distribution of the Household goods audience in United States
Age bracketShare%
16-1911%
20-2914%
30-3918%
40-4924%
50+33%
Fig. 04

Worldwide distribution

19.1%

of the worldwide Household goods audience comes from United States.

Worldwide audience distribution share by country for Household goods
CountryShare
United States19.1%
United Kingdom7.8%
Australia4.0%
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 goods audience in United States is strongest.

Fig. 05

Top regions by affinity

Household goods fans by region: top regions in United States
#RegionReachAffinity×
01Massachusetts~5M17.97×
02Hawaii~100K1.86×
03New Hampshire~80K1.25×
04Alaska~40K1.03×
05Rhode Island~50K1.01×
06Vermont~30K1.01×
07Virginia~400K1.00×
08Washington~300K1.00×
09North Dakota~30K1.00×
10Washington, District of Columbia~50K0.98×
11South Dakota~40K0.98×
12Montana~40K0.94×
13Delaware~40K0.92×
14West Virginia~70K0.91×
15Maine~50K0.91×
16Idaho~70K0.89×
17New Mexico~70K0.89×
18Kansas~100K0.88×
19Mississippi~100K0.87×
20Nebraska~70K0.87×
21New York~800K0.85×
22Connecticut~100K0.85×
23Arkansas~100K0.85×
24Iowa~100K0.83×
25Oregon~200K0.82×
26Oklahoma~100K0.81×
27Utah~100K0.81×
28Louisiana~200K0.80×
29Kentucky~200K0.80×
30Colorado~200K0.79×
31Nevada~100K0.79×
32Alabama~200K0.78×
33Illinois~400K0.77×
34Maryland~200K0.77×
35South Carolina~200K0.77×
36California~1.5M0.75×
37Wisconsin~200K0.75×
38Missouri~200K0.74×
39Minnesota~200K0.73×
40Indiana~200K0.72×
41Tennessee~200K0.71×
42Georgia~400K0.70×
43Arizona~200K0.70×
44New Jersey~300K0.69×
45North Carolina~300K0.68×
46Texas~900K0.65×
47Florida~700K0.65×
48Michigan~300K0.65×
49Ohio~300K0.63×
50Pennsylvania~300K0.62×
Fig. 06

Affinity by region

Affinity by region — Household goods, United States
0.62×1.00×17.97×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Household goods audience
#·InterestCategoryAffinity×
01WescoHome & Garden8.52×
02Rural KingHome & Garden4.14×
03Food storage containerHome & Garden3.46×
04Ollie's Bargain OutletShopping3.18×
05Antique furnitureHome & Garden2.97×
06Hand toolHome & Garden2.04×
07CleaningHome & Garden2.04×
08Kitchen utensilHome & Garden1.95×
09MenardsHome & Garden1.85×
10CollectableKids & Family1.85×
11WholesaleFashion & Accessoires1.73×
12ElectronicsTechnology & Electronics1.71×
13KitchenwareHome & Garden1.66×
14Power toolHome & Garden1.63×
15HousekeepingTravel & Leisure1.63×
16AuctionShopping1.58×
17Ace HardwareHome & Garden1.58×
18Hobby LobbyHome & Garden1.53×
19HouseholdHome & Garden1.51×
20ChairHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Household goods 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 goods audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.34×
Community OrientationOPEN1.11×
DIY MentalityTHRILL1.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Household goods audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.70×
TravellingTHRILL0.75×
Early Adopter MentalityPOWER0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Household goods have in United States?

Household goods has an estimated audience of 16,471,913 people in United States, concentrated in Massachusetts and California.

02

What is the gender split and age of Household goods fans?

66.0% of Household goods fans are female, 34.0% are male, with an average age of 44.2 years.

03

Which brands do Household goods fans like most?

Household goods fans show strongest brand affinity for Rural King (4.14×), Electronics (1.71×), and Hobby Lobby (1.53×) over the country average.

04

Where do Household goods fans live in United States?

Household goods fans in United States are most concentrated in Massachusetts (reach ~5M), California (reach ~1.5M), and Texas (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Household goods fans also like?

Beyond Household goods itself, the audience over-indexes on Electronics (1.71×), Hobby Lobby (1.53×), Hand tool (2.04×), and Menards (1.85×) 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 goods 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 goods. 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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