Rascasse Audience Intelligence

Houseplant Audience in United States

A data profile of the people who buy, follow and care about Houseplant in United States — modelled from more than twelve digital signal sources. Houseplant has an estimated audience of 20,096,800 people in United States.

#1126among Topic in United States#126in Home & Garden

The average Houseplant fan in United States is 40.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Outdoor recreation, Plant, Flowering plant, with strongest over-indexing on Outdoor recreation (1.52× the country average).

Demographically, the Houseplant audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Design Affinity, Pet Ownership.

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

The typical Houseplant fan in United States is more female, around 40.4 years old, with strong Design Affinity tendencies and a notable affinity for Outdoor recreation.

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 Houseplant profile in United States.

Audience size
20.1M
in United States
Gender
56.8%♀
43.2% male
Age
40.4
average years
Country rank
#1641
Topic in United States
Fig. 01

Search interest · 12-month trend

-12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Houseplant fans

56.8% are female, 43.2% are male, average age 40.4.

Fig. 02

Gender split

56.8%
Female
43.2%
Male
Demographic split for Houseplant audience in United States
MetricValue
Female56.8%
Male43.2%
Average age40.4
Estimated audience size20,096,800
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Houseplant audience in United States
Age bracketShare%
16-1918%
20-2918%
30-3920%
40-4921%
50+24%
Fig. 04

Worldwide distribution

21.6%

of the worldwide Houseplant audience comes from United States.

Worldwide audience distribution share by country for Houseplant
CountryShare
United States21.6%
Japan16.3%
Germany6.0%
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 Houseplant audience in United States is strongest.

Fig. 05

Top regions by affinity

Houseplant fans by region: top regions in United States
#RegionReachAffinity×
01Oregon~300K1.31×
02California~3M1.29×
03Washington~500K1.28×
04Vermont~40K1.25×
05Texas~2M1.14×
06North Carolina~700K1.10×
07New Jersey~500K1.07×
08Colorado~300K1.07×
09Virginia~500K1.06×
10Iowa~200K1.06×
11Ohio~600K1.04×
12Nebraska~100K1.04×
13Arkansas~200K1.03×
14Kansas~200K1.03×
15Illinois~700K1.02×
16Oklahoma~200K1.02×
17Idaho~100K1.02×
18Delaware~60K1.02×
19Florida~1.5M1.01×
20Pennsylvania~700K1.01×
21Connecticut~200K1.01×
22New York~1M1.00×
23Arizona~400K1.00×
24Massachusetts~400K1.00×
25Missouri~300K1.00×
26South Dakota~50K1.00×
27Tennessee~400K0.98×
28Indiana~400K0.98×
29New Hampshire~80K0.98×
30Maryland~300K0.97×
31Minnesota~300K0.97×
32Kentucky~200K0.97×
33Nevada~200K0.97×
34Montana~50K0.97×
35Georgia~600K0.96×
36Michigan~500K0.96×
37South Carolina~300K0.96×
38West Virginia~90K0.95×
39Maine~70K0.95×
40New Mexico~90K0.93×
41North Dakota~40K0.93×
42Louisiana~200K0.92×
43Utah~200K0.92×
44Rhode Island~60K0.92×
45Hawaii~80K0.91×
46Washington, District of Columbia~50K0.90×
47Wisconsin~300K0.89×
48Mississippi~100K0.86×
49Alaska~40K0.86×
50Alabama~200K0.85×
Fig. 06

Affinity by region

Affinity by region — Houseplant, United States
0.85×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Houseplant audience
#·InterestCategoryAffinity×
01BonsaiHome & Garden3.80×
02Succulent plantHome & Garden3.44×
03Ornamental plantHome & Garden3.25×
04Plant nurseryHome & Garden3.23×
05Flowering plantHome & Garden2.90×
06PlantHome & Garden2.14×
07LawnHome & Garden2.11×
08Home repairHome & Garden1.84×
09Trader Joe'sShopping1.77×
10AldiShopping1.71×
11Kohl'sShopping1.61×
12Whole Foods MarketShopping1.61×
13Planet FitnessSports1.61×
14Harry PotterMovies & TV1.60×
15GardenHome & Garden1.59×
16FlowerHome & Garden1.54×
17Outdoor recreationSports1.52×
18Hobby LobbyHome & Garden1.52×
19ManufacturingBusiness & Career1.51×
20Old NavyFashion & Accessoires1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Houseplant 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 Houseplant audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.46×
Pet OwnershipJOY1.41×
SustainabilityBALANCE1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Houseplant audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY1.01×
Convenience OrientationPREMIUM1.06×
Early Adopter MentalityPOWER1.10×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Houseplant have in United States?

Houseplant has an estimated audience of 20,096,800 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Houseplant fans?

56.8% of Houseplant fans are female, 43.2% are male, with an average age of 40.4 years.

03

Which brands do Houseplant fans like most?

Houseplant fans show strongest brand affinity for Outdoor recreation (1.52×), Plant (2.14×), and Flowering plant (2.9×) over the country average.

04

Where do Houseplant fans live in United States?

Houseplant fans in United States are most concentrated in California (reach ~3M), Texas (reach ~2M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Houseplant fans also like?

Beyond Houseplant itself, the audience over-indexes on Plant (2.14×), Flowering plant (2.9×), Ornamental plant (3.25×), and Succulent plant (3.44×) 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 Houseplant audiences in other countries

How to read this data

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