Rascasse Audience Intelligence

Mid-century modern Audience in United States

A data profile of the people who buy, follow and care about Mid-century modern in United States — modelled from more than twelve digital signal sources. Mid-century modern has an estimated audience of 5,238,838 people in United States.

#3661among Topic in United States#436in Home & Garden

The average Mid-century modern fan in United States is 42.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Planet Fitness, Danish design, Trader Joe's, with strongest over-indexing on Planet Fitness (3.14× the country average).

Demographically, the Mid-century modern audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical Mid-century modern fan in United States is more female, around 42.6 years old, with strong Design Affinity tendencies and a notable affinity for Planet Fitness.

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 Mid-century modern profile in United States.

Audience size
5.2M
in United States
Gender
70.2%♀
29.8% male
Age
42.6
average years
Country rank
#6394
Topic in United States
Fig. 01

Search interest · 12-month trend

-60%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mid-century modern fans

70.2% are female, 29.8% are male, average age 42.6.

Fig. 02

Gender split

70.2%
Female
29.8%
Male
Demographic split for Mid-century modern audience in United States
MetricValue
Female70.2%
Male29.8%
Average age42.6
Estimated audience size5,238,838
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Mid-century modern audience in United States
Age bracketShare%
16-1911%
20-2919%
30-3921%
40-4924%
50+26%
Fig. 04

Worldwide distribution

31.1%

of the worldwide Mid-century modern audience comes from United States.

Worldwide audience distribution share by country for Mid-century modern
CountryShare
United States31.1%
Japan12.9%
Germany9.6%
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 Mid-century modern audience in United States is strongest.

Fig. 05

Top regions by affinity

Mid-century modern fans by region: top regions in United States
#RegionReachAffinity×
01Utah~70K1.40×
02Washington~100K1.36×
03Oregon~80K1.29×
04Colorado~100K1.25×
05California~700K1.21×
06Washington, District of Columbia~20K1.18×
07Minnesota~90K1.15×
08Kansas~50K1.15×
09Wisconsin~90K1.13×
10Massachusetts~100K1.10×
11Idaho~30K1.10×
12Nebraska~30K1.10×
13Illinois~200K1.09×
14Michigan~100K1.07×
15Missouri~90K1.07×
16Vermont~10K1.07×
17Arizona~100K1.05×
18Montana~20K1.05×
19Iowa~50K1.04×
20Indiana~100K1.02×
21Oklahoma~60K1.02×
22Ohio~200K1.01×
23North Carolina~200K1.00×
24New Hampshire~20K1.00×
25Virginia~100K0.99×
26Connecticut~50K0.99×
27North Dakota~10K0.99×
28Texas~400K0.98×
29Maine~20K0.98×
30New York~300K0.96×
31Pennsylvania~200K0.96×
32Rhode Island~20K0.96×
33Tennessee~100K0.95×
34Arkansas~40K0.94×
35Florida~300K0.93×
36Georgia~200K0.93×
37New Mexico~20K0.93×
38Alaska~10K0.92×
39Maryland~80K0.90×
40Kentucky~60K0.90×
41Nevada~50K0.90×
42South Dakota~10K0.90×
43Louisiana~60K0.88×
44Hawaii~20K0.86×
45Delaware~10K0.85×
46New Jersey~100K0.82×
47West Virginia~20K0.82×
48South Carolina~60K0.81×
49Alabama~60K0.76×
50Mississippi~30K0.72×
Fig. 06

Affinity by region

Affinity by region — Mid-century modern, United States
0.72×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mid-century modern audience
#·InterestCategoryAffinity×
01Danish designHome & Garden10.18×
02Scandinavian designHome & Garden7.92×
03Antique shopHome & Garden6.33×
04Antique furnitureHome & Garden5.67×
05Diaper bagKids & Family4.22×
06Modern architectureArts & Culture3.81×
07Luxury real estateBusiness & Career3.25×
08Art exhibitionArts & Culture3.17×
09Planet FitnessSports3.14×
10Vintage clothingFashion & Accessoires2.86×
11Trader Joe'sShopping2.67×
12MetaphysicsBusiness & Career2.66×
13IKEAHome & Garden2.58×
14MuseumArts & Culture2.35×
15RenovationHome & Garden2.23×
16Nordstrom rackFashion & Accessoires2.22×
17Fine artBusiness & Career2.22×
18Hobby LobbyHome & Garden2.10×
19Do it yourself (DIY)Home & Garden1.92×
20EtsyFashion & Accessoires1.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mid-century modern 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 Mid-century modern audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM4.30×
Quality AwarenessPREMIUM2.17×
Luxury OrientationPREMIUM1.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mid-century modern audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.86×
PatriotismCONSERVATISM0.89×
SpiritualityBALANCE0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mid-century modern have in United States?

Mid-century modern has an estimated audience of 5,238,838 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Mid-century modern fans?

70.2% of Mid-century modern fans are female, 29.8% are male, with an average age of 42.6 years.

03

Which brands do Mid-century modern fans like most?

Mid-century modern fans show strongest brand affinity for Planet Fitness (3.14×), Danish design (10.18×), and Trader Joe's (2.67×) over the country average.

04

Where do Mid-century modern fans live in United States?

Mid-century modern fans in United States are most concentrated in California (reach ~700K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Mid-century modern fans also like?

Beyond Mid-century modern itself, the audience over-indexes on Danish design (10.18×), Trader Joe's (2.67×), Diaper bag (4.22×), and IKEA (2.58×) 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 Mid-century modern audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Mid-century modern. 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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