Miele Audience in United States

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Miele has an estimated audience of 946,887 people in United States. 58.8% are female, 41.2% are male, average age 41.8. Top regions: California, New York, Texas. Top brand affinities: Marshalls, The UPS Store, Kitchen cabinet, Home construction, Property law.

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

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

Demographics of Miele fans

Demographic split for Miele audience in United States
MetricValue
Female58.8%
Male41.2%
Average age41.8
Estimated audience size946,887

Audience persona

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.

Top regions in United States

Top regions ranked by reach for Miele in United States
RegionReachAffinity
California136,4971.31×
New York101,1491.91×
Texas98,6481.21×
Florida93,0261.45×
New Jersey44,2621.84×
Georgia43,3261.49×
Illinois39,2321.24×
Pennsylvania36,2951.14×
North Carolina35,4601.24×
Virginia30,3621.32×
Ohio27,6840.95×
Maryland26,6591.64×
Massachusetts25,4551.36×
Michigan23,7600.96×
Washington21,2311.12×
Arizona20,8411.08×
Alabama18,1291.37×
Tennessee17,8130.94×
Indiana16,4830.95×
South Carolina14,9641.05×
Louisiana14,8211.21×
Connecticut14,3201.51×
Colorado13,5430.91×
Missouri11,7910.77×
Minnesota11,2080.83×
Wisconsin9,8860.69×
Oregon9,4660.87×
Kentucky9,4320.79×
Oklahoma8,1410.77×
Nevada8,0190.88×
Mississippi7,8781.01×
Arkansas6,1260.79×
Utah5,4370.64×
Kansas5,3250.71×
Iowa4,9420.63×
Washington, District of Columbia4,5011.58×
Rhode Island3,5421.18×
New Mexico3,4690.73×
Hawaii3,2550.8×
Nebraska3,0750.65×
New Hampshire3,0740.82×
Maine3,0370.9×
Delaware2,9641.13×
Idaho2,6730.56×
West Virginia2,5710.58×
Montana1,4740.56×
Vermont1,4470.87×
Alaska1,3600.67×
South Dakota9750.45×
North Dakota9020.46×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Miele audience
BrandAffinityCategory
Marshalls4.69×Fashion & Accessoires
The UPS Store4.59×Shopping
Kitchen cabinet10.63×Home & Garden
Home construction4.01×Home & Garden
Property law7×Home & Garden
Kitchen stove4.34×Home & Garden
Starter home5×Home & Garden
Home automation5.12×Technology & Electronics
Bathroom3.09×Home & Garden
Single-family detached home6.71×Home & Garden
Estate (law)3.64×Business & Career
GitHub5.47×Internet & Social Media
Home Appliances2.56×Home & Garden
Child1.86×Kids & Family
West Elm4.42×Home & Garden
Refrigerator3.18×Home & Garden
Surround sound8.33×Technology & Electronics
Home Design3.61×Home & Garden
Lowe's2.14×Shopping
IKEA2.57×Home & Garden

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Miele audience
TraitClusterScore
Quality AwarenessPREMIUM17.38
Luxury OrientationPREMIUM4.06
Design AffinityPREMIUM3.85
IndulgenceJOY3.76
Healthy LifestyleBALANCE3.56
Convenience OrientationPREMIUM2.58

Worldwide distribution

Worldwide audience distribution share by country for Miele
CountryShare
Italy13.4%
United States9.2%
Germany8.8%

See Miele audiences in other countries

More Domestic appliances audiences in United States

Frequently asked questions

How many fans does Miele have in United States?

Miele has an estimated audience of 946,887 people in United States, concentrated in California and New York.

What is the gender split and age of Miele fans?

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

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.

Where do Miele fans live in United States?

Miele fans in United States are most concentrated in California (reach 136,497), New York (reach 101,149), and Texas (reach 98,648). These three regions account for the largest share of the active audience.

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.

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.