Layaway Audience in United States
Layaway has an estimated audience of 1,914,470 people in United States. 64.3% are female, 35.7% are male, average age 37.2. Top regions: Texas, California, Florida. Top brand affinities: Kendra Scott, Hammock camping, Iowa Lottery, Jesse Plemons, Karbala.
The average Layaway fan in United States is 37.2 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Kendra Scott, Hammock camping, Iowa Lottery, with strongest over-indexing on Kendra Scott (1.75× the country average). Demographically, the Layaway audience skews more female with an average age of 37.2, and over-indexes on personality traits such as Indulgence, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Shopping · Type: Topic
Demographics of Layaway fans
| Metric | Value |
|---|---|
| Female | 64.3% |
| Male | 35.7% |
| Average age | 37.2 |
| Estimated audience size | 1,914,470 |
Audience persona
The typical Layaway fan in United States is more female, around 37.2 years old, with strong Indulgence tendencies and a notable affinity for Kendra Scott.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| Texas | 243,176 | 1.48× |
| California | 231,704 | 1.1× |
| Florida | 145,472 | 1.12× |
| New York | 105,470 | 0.99× |
| Georgia | 89,502 | 1.52× |
| North Carolina | 76,240 | 1.32× |
| Illinois | 72,816 | 1.14× |
| Pennsylvania | 65,765 | 1.02× |
| Ohio | 65,274 | 1.11× |
| Michigan | 60,185 | 1.2× |
| Virginia | 51,754 | 1.11× |
| Tennessee | 48,728 | 1.27× |
| New Jersey | 43,117 | 0.89× |
| Arizona | 42,799 | 1.09× |
| Alabama | 42,023 | 1.57× |
| Louisiana | 39,599 | 1.6× |
| Indiana | 38,949 | 1.11× |
| Washington | 35,823 | 0.93× |
| South Carolina | 34,978 | 1.21× |
| Massachusetts | 34,724 | 0.92× |
| Maryland | 34,577 | 1.05× |
| Missouri | 33,220 | 1.08× |
| Kentucky | 28,281 | 1.18× |
| Wisconsin | 24,758 | 0.86× |
| Mississippi | 24,662 | 1.56× |
| Colorado | 24,369 | 0.81× |
| Oklahoma | 23,947 | 1.13× |
| Nevada | 22,037 | 1.19× |
| Minnesota | 22,029 | 0.8× |
| Arkansas | 21,781 | 1.38× |
| Oregon | 18,445 | 0.84× |
| Connecticut | 17,270 | 0.9× |
| Kansas | 13,606 | 0.9× |
| Utah | 11,941 | 0.7× |
| Iowa | 11,762 | 0.75× |
| West Virginia | 9,222 | 1.03× |
| New Mexico | 8,651 | 0.9× |
| Idaho | 6,968 | 0.73× |
| Nebraska | 6,861 | 0.71× |
| Hawaii | 6,656 | 0.81× |
| Washington, District of Columbia | 6,223 | 1.08× |
| Rhode Island | 5,431 | 0.89× |
| New Hampshire | 5,230 | 0.69× |
| Maine | 4,952 | 0.72× |
| Delaware | 4,267 | 0.81× |
| Montana | 3,438 | 0.65× |
| Alaska | 3,107 | 0.76× |
| North Dakota | 3,004 | 0.76× |
| South Dakota | 2,262 | 0.51× |
| Vermont | 1,874 | 0.56× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Kendra Scott | 1.75× | Fashion & Accessoires |
| Hammock camping | 4.04× | Travel & Leisure |
| Iowa Lottery | 5.88× | Games |
| Jesse Plemons | 1.85× | Movies & TV |
| Karbala | 4.75× | Travel & Leisure |
| JDSU | 1.52× | Business & Career |
| Nurse education | 1.58× | Kids & Family |
| Home staging | 2.45× | Home & Garden |
| Staycation | 1.52× | Home & Garden |
| Elina Svitolina | 4.05× | Sports |
| Nebraska Cornhuskers football | 1.6× | Sports |
| Hipster | 4.22× | Politics & Society |
| Cam Ward | 1.61× | Sports |
| Hebe | 2.7× | Home & Garden |
| Acoustic music | 1.7× | Music & Radio |
| N1 road (South Africa) | 1.5× | Travel & Leisure |
| Notre Dame Fighting Irish football | 1.8× | Sports |
| Corona (band) | 1.99× | Music & Radio |
| Governor of Michigan | 2.54× | Politics & Society |
| Alaskan Husky | 5.41× | Pets & Animals |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.76 |
| Family Orientation | CONSERVATISM | 1.56 |
| Price Sensitivity | PREMIUM | 1.41 |
| Luxury Orientation | PREMIUM | 1.29 |
| Need for Security | CONSERVATISM | 1.24 |
| LGBTQ+ Identity | OPEN | 1.19 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 82.8% |
| Australia | 4.4% |
| New Zealand | 3.0% |
See Layaway audiences in other countries
More Shopping audiences in United States
- Food and drink (182,612,063)
- Music (181,108,961)
- Shopping and fashion (177,150,005)
- Sports and outdoors (173,827,889)
- Sports (173,190,295)
Frequently asked questions
How many fans does Layaway have in United States?
Layaway has an estimated audience of 1,914,470 people in United States, concentrated in Texas and California.
What is the gender split and age of Layaway fans?
64.3% of Layaway fans are female, 35.7% are male, with an average age of 37.2 years.
Which brands do Layaway fans like most?
Layaway fans show strongest brand affinity for Kendra Scott (1.75×), Hammock camping (4.04×), and Iowa Lottery (5.88×) over the country average.
Where do Layaway fans live in United States?
Layaway fans in United States are most concentrated in Texas (reach 243,176), California (reach 231,704), and Florida (reach 145,472). These three regions account for the largest share of the active audience.
What other brands do Layaway fans also like?
Beyond Layaway itself, the audience over-indexes on Hammock camping (4.04×), Iowa Lottery (5.88×), Jesse Plemons (1.85×), and Karbala (4.75×) compared to the United States average.
How to read this data
Audience size is the estimated number of people in United States who actively search for Layaway. 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.