Rascasse Audience Intelligence

Stanley Target Market in United States

A data profile of the people who buy, follow and care about Stanley in United States — modelled from more than twelve digital signal sources. Stanley has an estimated audience of 9,746,534 people in United States.

#3among Tools in United States#375among Brand in United States#261in Home & Garden

The average Stanley fan in United States is 41.2 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Microwave oven, Britney Spears, Non-alcoholic beverage, with strongest over-indexing on Microwave oven (2.93× the country average).

Demographically, the Stanley audience skews more female with an average age of 41.2, and over-indexes on personality traits such as Career Orientation, Convenience Orientation.

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

The typical Stanley fan in United States is more female, around 41.2 years old, with strong Career Orientation tendencies and a notable affinity for Microwave oven.

Category: Home & Garden · Type: Brand · Subtype: Tools

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 Stanley profile in United States.

Audience size
9.7M
in United States
Gender
71.8%♀
28.2% male
Age
41.2
average years
Country rank
#3676
Brand in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Stanley

71.8% are female, 28.2% are male, average age 41.2.

Fig. 02

Gender split

71.8%
Female
28.2%
Male
Demographic split for Stanley audience in United States
MetricValue
Female71.8%
Male28.2%
Average age41.2
Estimated audience size9,746,534
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Stanley audience in United States
Age bracketShare%
16-1912%
20-2918%
30-3924%
40-4929%
50+17%
Fig. 04

Worldwide distribution

26.7%

of the worldwide Stanley audience comes from United States.

Worldwide audience distribution share by country for Stanley
CountryShare
United States26.7%
Brazil17.1%
United Kingdom10.2%
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 Stanley audience in United States is strongest.

Fig. 05

Top regions by affinity

Stanley customers by region in United States
#RegionReachAffinity×
01Alabama~200K1.69×
02Arizona~300K1.52×
03West Virginia~70K1.45×
04Texas~1.5M1.44×
05Mississippi~100K1.43×
06North Dakota~30K1.40×
07Louisiana~200K1.29×
08Arkansas~100K1.21×
09South Carolina~200K1.19×
10Oklahoma~100K1.17×
11Kentucky~100K1.16×
12Georgia~400K1.15×
13New Mexico~60K1.15×
14Virginia~300K1.14×
15Tennessee~200K1.14×
16Idaho~60K1.14×
17North Carolina~300K1.10×
18Indiana~200K1.10×
19Missouri~200K1.10×
20Florida~800K1.08×
21Ohio~300K1.04×
22Kansas~80K1.04×
23Pennsylvania~300K0.99×
24Nebraska~50K0.99×
25Iowa~80K0.98×
26California~1M0.97×
27Delaware~30K0.97×
28Illinois~300K0.94×
29Michigan~200K0.91×
30Wisconsin~100K0.91×
31Utah~80K0.90×
32Maryland~200K0.89×
33Rhode Island~30K0.88×
34New Jersey~200K0.87×
35Minnesota~100K0.87×
36Nevada~90K0.87×
37Hawaii~40K0.87×
38Connecticut~90K0.84×
39Wyoming~10K0.84×
40Maine~30K0.82×
41New York~400K0.79×
42Massachusetts~200K0.78×
43Washington~200K0.76×
44New Hampshire~30K0.75×
45Alaska~20K0.75×
46Colorado~100K0.73×
47Oregon~90K0.73×
48South Dakota~20K0.72×
49Montana~20K0.70×
50Washington, District of Columbia~20K0.58×
Fig. 06

Affinity by region

Affinity by region — Stanley, United States
0.58×1.00×1.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Stanley audience
#·InterestCategoryAffinity×
01Non-alcoholic beverageFood & Beverages3.15×
02Microwave ovenHome & Garden2.93×
03Mineral waterFood & Beverages2.63×
04PersonalisationHome & Garden2.47×
05Britney SpearsMusic & Radio2.39×
06QVCMovies & TV2.39×
07Sugar substituteFood & Beverages2.35×
08Hardware storeHome & Garden2.28×
09Children's clothingFashion & Accessoires2.10×
10United Parcel ServiceBusiness & Career1.84×
11PharmacyBusiness & Career1.84×
12Discount storesShopping1.75×
13Veterinary medicineBusiness & Career1.73×
14WhiskyFood & Beverages1.72×
15EtsyFashion & Accessoires1.65×
16Charitable organizationPolitics & Society1.64×
17SupermarketShopping1.63×
18Discounts and allowancesShopping1.57×
19BakeryFood & Beverages1.57×
20GrillingFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Stanley 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 Stanley audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.80×
Convenience OrientationPREMIUM1.71×
Price SensitivityPREMIUM1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Stanley audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.69×
Luxury OrientationPREMIUM0.71×
MindfulnessBALANCE0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Stanley's target market in United States?

Stanley's target market in United States covers an estimated 9,746,534 people, concentrated in Texas and California.

02

What is the gender split and age of Stanley customers?

71.8% of the Stanley audience are female, 28.2% are male, with an average age of 41.2 years.

03

Which brands do Stanley fans like most?

Stanley fans show strongest brand affinity for Microwave oven (2.93×), Britney Spears (2.39×), and Non-alcoholic beverage (3.15×) over the country average.

04

Where do Stanley fans live in United States?

Stanley fans in United States are most concentrated in Texas (reach ~1.5M), California (reach ~1M), and Florida (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Stanley fans also like?

Beyond Stanley itself, the audience over-indexes on Britney Spears (2.39×), Non-alcoholic beverage (3.15×), Hardware store (2.28×), and Personalisation (2.47×) compared to the United States average.

Appendix

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

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See Stanley audiences in other countries

How to read this data

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