Rascasse Audience Intelligence

Household hardware Audience in United States

A data profile of the people who buy, follow and care about Household hardware in United States — modelled from more than twelve digital signal sources. Household hardware has an estimated audience of 2,039,756 people in United States.

#6260among Topic in United States#787in Home & Garden

The average Household hardware fan in United States is 43.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Hardware store, Menards, Lawn mower, with strongest over-indexing on Hardware store (4.06× the country average).

Demographically, the Household hardware audience skews more female with an average age of 43.1, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.

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

The typical Household hardware fan in United States is more female, around 43.1 years old, with strong DIY Mentality tendencies and a notable affinity for Hardware store.

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 hardware profile in United States.

Audience size
2M
in United States
Gender
57.0%♀
43.0% male
Age
43.1
average years
Country rank
#14012
Topic in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Household hardware fans

57.0% are female, 43.0% are male, average age 43.1.

Fig. 02

Gender split

57.0%
Female
43.0%
Male
Demographic split for Household hardware audience in United States
MetricValue
Female57.0%
Male43.0%
Average age43.1
Estimated audience size2,039,756
Fig. 03

Age distribution

Ø 43.1
average years
Age distribution of the Household hardware audience in United States
Age bracketShare%
16-1911%
20-2917%
30-3920%
40-4924%
50+28%
Fig. 04

Worldwide distribution

26.6%

of the worldwide Household hardware audience comes from United States.

Worldwide audience distribution share by country for Household hardware
CountryShare
United States26.6%
Germany6.0%
Australia5.9%
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 Household hardware audience in United States is strongest.

Fig. 05

Top regions by affinity

Household hardware fans by region: top regions in United States
#RegionReachAffinity×
01West Virginia~10K1.11×
02Arkansas~20K1.08×
03Idaho~10K1.08×
04Louisiana~30K1.07×
05Kansas~20K1.06×
06Iowa~20K1.05×
07New Mexico~10K1.04×
08Nebraska~10K1.03×
09Hawaii~9K1.03×
10Rhode Island~7K1.03×
11Utah~20K1.02×
12Montana~6K1.02×
13Wyoming~3K1.02×
14Oregon~20K1.01×
15Mississippi~20K1.01×
16Alaska~4K1.01×
17Vermont~4K1.01×
18Alabama~30K1.00×
19Kentucky~30K1.00×
20Oklahoma~20K1.00×
21Connecticut~20K1.00×
22Nevada~20K1.00×
23Maine~7K1.00×
24Washington, District of Columbia~6K1.00×
25North Dakota~4K1.00×
26Tennessee~40K0.99×
27Missouri~30K0.99×
28Colorado~30K0.99×
29Wisconsin~30K0.99×
30South Carolina~30K0.99×
31New Hampshire~8K0.99×
32Delaware~6K0.99×
33Indiana~40K0.98×
34Maryland~30K0.98×
35Minnesota~30K0.98×
36Arizona~40K0.97×
37Washington~40K0.97×
38Michigan~50K0.96×
39Virginia~50K0.96×
40Massachusetts~40K0.96×
41Georgia~60K0.95×
42Ohio~60K0.95×
43North Carolina~60K0.95×
44New Jersey~50K0.95×
45Pennsylvania~60K0.94×
46Illinois~60K0.94×
47Florida~100K0.92×
48New York~100K0.91×
49Texas~200K0.90×
50California~200K0.87×
Fig. 06

Affinity by region

Affinity by region — Household hardware, United States
0.87×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Household hardware audience
#·InterestCategoryAffinity×
01Bob RossMovies & TV5.90×
02KitchenAidHome & Garden4.99×
03Hardware storeHome & Garden4.06×
04Lawn mowerHome & Garden3.47×
05MenardsHome & Garden2.72×
06Microwave ovenHome & Garden2.37×
07Real propertyHome & Garden2.23×
08United Parcel ServiceBusiness & Career2.15×
09Renewable energyBusiness & Career2.03×
10Britney SpearsMusic & Radio1.96×
11Veterinary medicineBusiness & Career1.85×
12Solar energyHome & Garden1.83×
13KitchenwareHome & Garden1.79×
14Decorative artsArts & Culture1.71×
15Home AppliancesHome & Garden1.70×
16PharmacyBusiness & Career1.67×
17IKEAHome & Garden1.63×
18Discount storesShopping1.61×
19Dollar GeneralShopping1.59×
20RenovationHome & Garden1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Household hardware 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 hardware audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.13×
Quality AwarenessPREMIUM2.08×
PatriotismCONSERVATISM1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Household hardware audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.86×
Risk AppetiteTHRILL0.86×
Pet OwnershipJOY0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Household hardware have in United States?

Household hardware has an estimated audience of 2,039,756 people in United States, concentrated in California and Texas.

02

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

57.0% of Household hardware fans are female, 43.0% are male, with an average age of 43.1 years.

03

Which brands do Household hardware fans like most?

Household hardware fans show strongest brand affinity for Hardware store (4.06×), Menards (2.72×), and Lawn mower (3.47×) over the country average.

04

Where do Household hardware fans live in United States?

Household hardware fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Household hardware fans also like?

Beyond Household hardware itself, the audience over-indexes on Menards (2.72×), Lawn mower (3.47×), United Parcel Service (2.15×), and Real property (2.23×) 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 hardware 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 hardware. 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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