Rascasse Audience Intelligence

Miele Target Market in United States

A data profile of the people who buy, follow and care about Miele in United States — modelled from more than twelve digital signal sources. Miele has an estimated audience of 944,351 people in United States.

#8among Domestic appliances in United States#2523among Brand in United States#1139in Home & Garden

The average Miele fan in United States is 41.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Marshalls, The UPS Store, Kitchen cabinet, with strongest over-indexing on Marshalls (4.69× the country average).

Demographically, the Miele audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.

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

The typical Miele fan in United States is more female, around 41.8 years old, with strong Quality Awareness tendencies and a notable affinity for Marshalls.

Category: Home & Garden · Type: Brand · Subtype: Domestic appliances

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 Miele profile in United States.

Audience size
944K
in United States
Gender
58.8%♀
41.2% male
Age
41.8
average years
Country rank
#24587
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Miele

58.8% are female, 41.2% are male, average age 41.8.

Fig. 02

Gender split

58.8%
Female
41.2%
Male
Demographic split for Miele audience in United States
MetricValue
Female58.8%
Male41.2%
Average age41.8
Estimated audience size944,351
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Miele audience in United States
Age bracketShare%
16-1917%
20-2916%
30-3918%
40-4920%
50+29%
Fig. 04

Worldwide distribution

8.3%

of the worldwide Miele audience comes from United States.

Worldwide audience distribution share by country for Miele
CountryShare
Italy12.1%
Germany11.0%
United States8.3%
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 Miele audience in United States is strongest.

Fig. 05

Top regions by affinity

Miele customers by region in United States
#RegionReachAffinity×
01New York~90K1.79×
02New Jersey~40K1.78×
03Washington, District of Columbia~4K1.57×
04Maryland~20K1.51×
05Connecticut~10K1.48×
06Massachusetts~30K1.44×
07California~100K1.36×
08Florida~90K1.35×
09Georgia~40K1.32×
10Virginia~30K1.26×
11Alabama~20K1.26×
12Illinois~40K1.25×
13Vermont~2K1.23×
14Washington~20K1.22×
15New Hampshire~5K1.21×
16Maine~4K1.17×
17Rhode Island~4K1.16×
18Louisiana~10K1.12×
19North Carolina~30K1.11×
20Pennsylvania~30K1.08×
21Delaware~3K1.08×
22Texas~90K1.07×
23Arizona~20K1.02×
24Hawaii~4K1.00×
25South Carolina~10K0.98×
26Oregon~10K0.98×
27Colorado~10K0.97×
28Mississippi~8K0.97×
29Michigan~20K0.92×
30Indiana~20K0.91×
31Tennessee~20K0.89×
32Ohio~30K0.88×
33Minnesota~10K0.88×
34Nevada~8K0.87×
35Montana~2K0.84×
36Alaska~2K0.82×
37New Mexico~4K0.80×
38Kentucky~9K0.78×
39Wisconsin~10K0.77×
40Oklahoma~8K0.77×
41Arkansas~6K0.77×
42Missouri~10K0.76×
43Kansas~6K0.74×
44Utah~6K0.73×
45Idaho~3K0.73×
46Nebraska~3K0.71×
47West Virginia~3K0.71×
48Iowa~5K0.70×
49North Dakota~1K0.69×
50South Dakota~1K0.68×
Fig. 06

Affinity by region

Affinity by region — Miele, United States
0.68×1.00×1.79×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Miele audience
#·InterestCategoryAffinity×
01Kitchen cabinetHome & Garden10.63×
02Surround soundTechnology & Electronics8.33×
03Property lawHome & Garden7.00×
04Single-family detached homeHome & Garden6.71×
05GitHubInternet & Social Media5.47×
06Home automationTechnology & Electronics5.12×
07Starter homeHome & Garden5.00×
08MarshallsFashion & Accessoires4.69×
09The UPS StoreShopping4.59×
10West ElmHome & Garden4.42×
11Kitchen stoveHome & Garden4.34×
12Bloomingdale'sShopping4.05×
13Home constructionHome & Garden4.01×
14LongHorn SteakhouseFood & Beverages3.94×
15Estate (law)Business & Career3.64×
16RefrigeratorHome & Garden3.18×
17BathroomHome & Garden3.09×
18Home AppliancesHome & Garden2.56×
19Trader Joe'sShopping2.44×
20ChildKids & Family1.86×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Miele 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 Miele audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM3.06×
Convenience OrientationPREMIUM2.72×
Design AffinityPREMIUM2.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Miele audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.89×
Risk AppetiteTHRILL1.00×
PatriotismCONSERVATISM1.09×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Miele's target market in United States?

Miele's target market in United States covers an estimated 944,351 people, concentrated in California and New York.

02

What is the gender split and age of Miele customers?

58.8% of the Miele audience are female, 41.2% are male, with an average age of 41.8 years.

03

Which brands do Miele fans like most?

Miele fans show strongest brand affinity for Marshalls (4.69×), The UPS Store (4.59×), and Kitchen cabinet (10.63×) over the country average.

04

Where do Miele fans live in United States?

Miele fans in United States are most concentrated in California (reach ~100K), New York (reach ~90K), and Texas (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Miele fans also like?

Beyond Miele itself, the audience over-indexes on The UPS Store (4.59×), Kitchen cabinet (10.63×), Home construction (4.01×), and Property law (7×) compared to the United States average.

Appendix

Explore more audiences

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

More Domestic appliances audiences in United States

See Miele audiences in other countries

How to read this data

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