Rascasse Audience Intelligence

Rent-to-own Audience in United States

Name: Rent-to-own — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Rent-to-own in United States — modelled from more than twelve digital signal sources. Rent-to-own has an estimated audience of 9,564,259 people in United States.

#2369among Topic in United States #267in Home & Garden

The average Rent-to-own fan in United States is 38.3 years old, more female, and lives primarily in Ohio.

The audience is concentrated in Ohio, Kentucky, Texas.

Top brand affinities include Lease, Dollar General, House, with strongest over-indexing on Lease (3.58× the country average).

Demographically, the Rent-to-own audience skews more female with an average age of 38.3, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical Rent-to-own fan in United States is more female, around 38.3 years old, with strong Career Orientation tendencies and a notable affinity for Lease.

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 Rent-to-own profile in United States.

Audience size

9.6M

in United States

Gender

58.8%♀

41.2% male

Age

38.3

average years

Country rank

#3742

Topic in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Demographics of Rent-to-own fans

58.8% are female, 41.2% are male, average age 38.3.

Fig. 02

Gender split

58.8%

Female

41.2%

Male

Demographic split for Rent-to-own audience in United States
Metric	Value
Female	58.8%
Male	41.2%
Average age	38.3
Estimated audience size	9,564,259

Fig. 03

Age distribution

Age distribution of the Rent-to-own audience in United States
Age bracket	Share	%
16-19		24%
20-29		17%
30-39		19%
40-49		23%
50+		17%

Fig. 04

Worldwide distribution

57.9%

of the worldwide Rent-to-own audience comes from United States.

Worldwide audience distribution share by country for Rent-to-own
Country	Share
United States	57.9%
Germany	5.9%
Philippines	5.8%

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 Rent-to-own audience in United States is strongest.

Fig. 05

Top regions by affinity

Rent-to-own fans by region: top regions in United States
#	Region	Reach	×
01	Ohio	~2M	7.11×
02	West Virginia	~200K	4.99×
03	Kentucky	~600K	4.94×
04	Idaho	~90K	1.87×
05	Louisiana	~200K	1.46×
06	Nebraska	~60K	1.33×
07	Missouri	~200K	1.32×
08	Arkansas	~100K	1.22×
09	Mississippi	~90K	1.16×
10	Kansas	~80K	1.05×
11	Iowa	~80K	0.99×
12	Alabama	~100K	0.97×
13	Oklahoma	~100K	0.97×
14	Indiana	~200K	0.96×
15	South Dakota	~20K	0.91×
16	Tennessee	~200K	0.86×
17	South Carolina	~100K	0.84×
18	North Dakota	~20K	0.83×
19	Georgia	~200K	0.79×
20	New Mexico	~40K	0.79×
21	Alaska	~20K	0.78×
22	Vermont	~10K	0.76×
23	Pennsylvania	~200K	0.75×
24	North Carolina	~200K	0.73×
25	Montana	~20K	0.73×
26	Maine	~20K	0.72×
27	Wisconsin	~100K	0.70×
28	Michigan	~200K	0.68×
29	Delaware	~20K	0.68×
30	Hawaii	~30K	0.66×
31	Rhode Island	~20K	0.66×
32	Florida	~400K	0.65×
33	Utah	~60K	0.65×
34	Texas	~500K	0.64×
35	New Hampshire	~20K	0.64×
36	Oregon	~70K	0.63×
37	Arizona	~100K	0.62×
38	Washington, District of Columbia	~20K	0.59×
39	Illinois	~200K	0.57×
40	Virginia	~100K	0.57×
41	Nevada	~50K	0.54×
42	Washington	~100K	0.53×
43	Colorado	~80K	0.53×
44	Connecticut	~50K	0.51×
45	Maryland	~80K	0.49×
46	Minnesota	~70K	0.47×
47	Massachusetts	~70K	0.39×
48	California	~400K	0.37×
49	New Jersey	~90K	0.37×
50	New York	~200K	0.36×

Affinity by region — Rent-to-own, United States

Section 04

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

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Rent-to-own audience
#	Interest	Category	×
01	Rent-A-Center	Home & Garden	4.18×
02	Lease	Business & Career	3.58×
03	Refinancing	Business & Career	3.14×
04	realtor.com	Home & Garden	2.91×
05	Home equity	Home & Garden	2.89×
06	Credit Karma	Business & Career	2.36×
07	CarGurus	Cars & Mobility	2.34×
08	Dollar General	Shopping	2.11×
09	Real estate broker	Home & Garden	2.00×
10	Real property	Home & Garden	1.94×
11	Mortgage loans	Business & Career	1.87×
12	Facebook Messenger	Internet & Social Media	1.85×
13	Menards	Home & Garden	1.81×
14	AutoZone	Cars & Mobility	1.79×
15	Dollar Tree	Shopping	1.78×
16	House	Home & Garden	1.59×
17	Best Buy	Shopping	1.57×
18	Price	Shopping	1.53×
19	Apartment	Business & Career	1.52×
20	Home Appliances	Home & Garden	1.52×

Section 05

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

Personality of the Rent-to-own 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 Rent-to-own audience · What stands out
Trait	Cluster	Score
Career Orientation	POWER	1.47×
Need for Security	CONSERVATISM	1.43×
Price Sensitivity	PREMIUM	1.34×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Rent-to-own audience · Rather not
Trait	Cluster	Score
Pet Ownership	JOY	0.86×
Mindfulness	BALANCE	0.90×
Luxury Orientation	PREMIUM	0.91×

0×1.00× baseline2×

Section 06

Frequently asked questions

How many fans does Rent-to-own have in United States?

Rent-to-own has an estimated audience of 9,564,259 people in United States, concentrated in Ohio and Kentucky.

What is the gender split and age of Rent-to-own fans?

58.8% of Rent-to-own fans are female, 41.2% are male, with an average age of 38.3 years.

Which brands do Rent-to-own fans like most?

Rent-to-own fans show strongest brand affinity for Lease (3.58×), Dollar General (2.11×), and House (1.59×) over the country average.

Where do Rent-to-own fans live in United States?

Rent-to-own fans in United States are most concentrated in Ohio (reach ~2M), Kentucky (reach ~600K), and Texas (reach ~500K). These three regions account for the largest share of the active audience.

What other brands do Rent-to-own fans also like?

Beyond Rent-to-own itself, the audience over-indexes on Dollar General (2.11×), House (1.59×), Real estate broker (2×), and Mortgage loans (1.87×) compared to the United States average.

Appendix

Explore more audiences

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

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See Rent-to-own audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Rent-to-own. 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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