Rascasse Audience Intelligence

Makita Target Market in United States

A data profile of the people who buy, follow and care about Makita in United States — modelled from more than twelve digital signal sources. Makita has an estimated audience of 4,373,536 people in United States.

#4among Tools in United States#766among Brand in United States#496in Home & Garden

The average Makita fan in United States is 39.8 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Hand tool, Power tool, AutoZone, with strongest over-indexing on Hand tool (15.92× the country average).

Demographically, the Makita audience skews more male with an average age of 39.8, and over-indexes on personality traits such as DIY Mentality, Patriotism.

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

The typical Makita fan in United States is more male, around 39.8 years old, with strong DIY Mentality tendencies and a notable affinity for Hand tool.

Category: Home & Garden · Type: Brand · Subtype: Tools

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 Makita profile in United States.

Audience size
4.4M
in United States
Gender
15.7%♀
84.3% male
Age
39.8
average years
Country rank
#7454
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Makita

15.7% are female, 84.3% are male, average age 39.8.

Fig. 02

Gender split

15.7%
Female
84.3%
Male
Demographic split for Makita audience in United States
MetricValue
Female15.7%
Male84.3%
Average age39.8
Estimated audience size4,373,536
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Makita audience in United States
Age bracketShare%
16-1918%
20-2919%
30-3921%
40-4921%
50+21%
Fig. 04

Worldwide distribution

19.6%

of the worldwide Makita audience comes from United States.

Worldwide audience distribution share by country for Makita
CountryShare
United States19.6%
Brazil13.6%
Germany8.9%
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 Makita audience in United States is strongest.

Fig. 05

Top regions by affinity

Makita customers by region in United States
#RegionReachAffinity×
01Montana~20K1.90×
02Vermont~10K1.65×
03Hawaii~30K1.54×
04Idaho~30K1.52×
05Oregon~70K1.46×
06Maine~20K1.43×
07Washington~100K1.36×
08California~600K1.29×
09Utah~50K1.28×
10New Hampshire~20K1.24×
11Alaska~10K1.23×
12Nevada~50K1.12×
13North Dakota~10K1.08×
14Georgia~100K1.04×
15Minnesota~60K1.02×
16Colorado~70K1.01×
17Wisconsin~70K1.01×
18Arizona~90K0.98×
19South Dakota~10K0.98×
20Alabama~60K0.97×
21Michigan~100K0.96×
22Texas~300K0.92×
23Massachusetts~80K0.92×
24Indiana~70K0.92×
25Kansas~30K0.92×
26Connecticut~40K0.91×
27Rhode Island~10K0.91×
28Florida~300K0.90×
29Missouri~60K0.90×
30New Mexico~20K0.90×
31Iowa~30K0.88×
32Tennessee~80K0.86×
33Illinois~100K0.85×
34Nebraska~20K0.85×
35Arkansas~30K0.84×
36New York~200K0.82×
37South Carolina~50K0.82×
38Oklahoma~40K0.82×
39Louisiana~50K0.81×
40Ohio~100K0.80×
41West Virginia~20K0.80×
42North Carolina~100K0.79×
43Mississippi~30K0.79×
44Pennsylvania~100K0.77×
45Kentucky~40K0.77×
46New Jersey~80K0.75×
47Virginia~70K0.70×
48Delaware~8K0.68×
49Maryland~50K0.67×
50Washington, District of Columbia~9K0.66×
Fig. 06

Affinity by region

Affinity by region — Makita, United States
0.66×1.00×1.90×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Makita audience
#·InterestCategoryAffinity×
01Techtronic IndustriesHome & Garden55.05×
02Milwaukee Electric Tool CorporationHome & Garden33.58×
03FORD RAPTORCars & Mobility30.24×
04Hammer drillHome & Garden29.41×
05RyobiCars & Mobility25.94×
06Circular sawHome & Garden24.03×
07DeWaltHome & Garden16.75×
08Hand toolHome & Garden15.92×
09Multi-toolHome & Garden14.89×
10Power toolHome & Garden14.65×
11Cutting tool (machining)Home & Garden13.43×
12Harbor Freight ToolsHome & Garden12.81×
13Drill bitHome & Garden12.72×
14DrillHome & Garden11.19×
15WrenchHome & Garden10.61×
16O'Reilly Auto PartsCars & Mobility10.35×
17AutoZoneCars & Mobility8.27×
18Advance Auto PartsCars & Mobility8.27×
19Heavy equipmentHome & Garden7.64×
20MenardsHome & Garden7.28×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Makita 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 Makita audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.44×
PatriotismCONSERVATISM2.37×
Quality AwarenessPREMIUM2.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Makita audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.56×
CreativityOPEN0.70×
TraditionCONSERVATISM0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Makita's target market in United States?

Makita's target market in United States covers an estimated 4,373,536 people, concentrated in California and Texas.

02

What is the gender split and age of Makita customers?

15.7% of the Makita audience are female, 84.3% are male, with an average age of 39.8 years.

03

Which brands do Makita fans like most?

Makita fans show strongest brand affinity for Hand tool (15.92×), Power tool (14.65×), and AutoZone (8.27×) over the country average.

04

Where do Makita fans live in United States?

Makita fans in United States are most concentrated in California (reach ~600K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Makita fans also like?

Beyond Makita itself, the audience over-indexes on Power tool (14.65×), AutoZone (8.27×), Drill (11.19×), and Multi-tool (14.89×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Tools audiences in United States

See Makita audiences in other countries

How to read this data

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