Rascasse Audience Intelligence

Nest Target Market in United States

A data profile of the people who buy, follow and care about Nest in United States — modelled from more than twelve digital signal sources. Nest has an estimated audience of 2,449,766 people in United States.

#5among Smart devices in United States#1217among Brand in United States#452in Technology & Electronics

The average Nest fan in United States is 35.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include CheapOair, Bank of America, Google Maps, with strongest over-indexing on CheapOair (12.2× the country average).

Demographically, the Nest audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Need for Security, Quality Awareness.

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

The typical Nest fan in United States is more female, around 35.6 years old, with strong Need for Security tendencies and a notable affinity for CheapOair.

Category: Technology & Electronics · Type: Brand · Subtype: Smart devices

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 Nest profile in United States.

Audience size
2.4M
in United States
Gender
66.7%♀
33.3% male
Age
35.6
average years
Country rank
#12090
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 Nest

66.7% are female, 33.3% are male, average age 35.6.

Fig. 02

Gender split

66.7%
Female
33.3%
Male
Demographic split for Nest audience in United States
MetricValue
Female66.7%
Male33.3%
Average age35.6
Estimated audience size2,449,766
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the Nest audience in United States
Age bracketShare%
16-1932%
20-2919%
30-3917%
40-4917%
50+16%
Fig. 04

Worldwide distribution

18.4%

of the worldwide Nest audience comes from United States.

Worldwide audience distribution share by country for Nest
CountryShare
Bangladesh26.3%
United States18.4%
United Kingdom6.7%
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 Nest audience in United States is strongest.

Fig. 05

Top regions by affinity

Nest customers by region in United States
#RegionReachAffinity×
01Maine~20K2.71×
02New Jersey~100K1.88×
03Nebraska~20K1.68×
04California~400K1.31×
05New Hampshire~10K1.30×
06Massachusetts~60K1.28×
07New York~200K1.24×
08Connecticut~30K1.24×
09Rhode Island~9K1.18×
10Florida~200K1.15×
11Vermont~5K1.15×
12Utah~20K1.12×
13Illinois~90K1.10×
14Colorado~40K1.09×
15Washington, District of Columbia~8K1.08×
16Maryland~40K1.06×
17Nevada~30K1.06×
18Virginia~60K1.04×
19Texas~200K1.03×
20Georgia~80K1.03×
21Washington~50K1.00×
22Minnesota~40K1.00×
23Pennsylvania~80K0.95×
24Idaho~10K0.94×
25North Carolina~70K0.93×
26Michigan~60K0.93×
27Missouri~40K0.92×
28Oregon~30K0.92×
29Arizona~40K0.88×
30Alaska~5K0.88×
31South Carolina~30K0.85×
32Kansas~20K0.85×
33Arkansas~20K0.84×
34Ohio~60K0.83×
35Tennessee~40K0.82×
36Wisconsin~30K0.82×
37Delaware~6K0.82×
38Louisiana~30K0.81×
39Montana~6K0.81×
40Oklahoma~20K0.80×
41Iowa~20K0.78×
42New Mexico~10K0.78×
43Alabama~30K0.77×
44Kentucky~20K0.77×
45North Dakota~4K0.76×
46Mississippi~20K0.75×
47Indiana~30K0.74×
48South Dakota~4K0.73×
49Hawaii~8K0.71×
50West Virginia~8K0.67×
Fig. 06

Affinity by region

Affinity by region — Nest, United States
0.67×1.00×2.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nest audience
#·InterestCategoryAffinity×
01CheapOairTravel & Leisure12.20×
02Anjelica HustonMovies & TV12.20×
03Copa AirlinesTravel & Leisure12.20×
04The A-TeamMovies & TV12.20×
05Onet.plNews12.20×
06CDWTechnology & Electronics12.20×
07Days InnTravel & Leisure10.50×
08TransUnionTechnology & Electronics8.00×
09Laurence FishburneMovies & TV6.68×
10Dropbox (service)Technology & Electronics6.30×
11Choice HotelsTravel & Leisure6.30×
12Hampton InnTravel & Leisure5.36×
13IHeartRadioMusic & Radio3.30×
14Bank of AmericaBusiness & Career3.24×
15Google FlightsTravel & Leisure3.18×
16Google MapsInternet & Social Media2.66×
17LinuxTechnology & Electronics2.37×
18The UPS StoreShopping1.93×
19IKEAHome & Garden1.88×
20ExpediaTravel & Leisure1.78×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nest 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 Nest audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM3.24×
Quality AwarenessPREMIUM1.85×
IndulgenceJOY1.75×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nest audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.88×
Social Media UsageJOY0.90×
SpiritualityBALANCE0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Nest's target market in United States?

Nest's target market in United States covers an estimated 2,449,766 people, concentrated in California and Texas.

02

What is the gender split and age of Nest customers?

66.7% of the Nest audience are female, 33.3% are male, with an average age of 35.6 years.

03

Which brands do Nest fans like most?

Nest fans show strongest brand affinity for CheapOair (12.2×), Bank of America (3.24×), and Google Maps (2.66×) over the country average.

04

Where do Nest fans live in United States?

Nest fans in United States are most concentrated in California (reach ~400K), Texas (reach ~200K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Nest fans also like?

Beyond Nest itself, the audience over-indexes on Bank of America (3.24×), Google Maps (2.66×), TransUnion (8×), and Dropbox (service) (6.3×) compared to the United States average.

Appendix

Explore more audiences

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

More Smart devices audiences in United States

See Nest audiences in other countries

How to read this data

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