Rascasse Audience Intelligence

Stanley Black & Decker Target Market in United States

A data profile of the people who buy, follow and care about Stanley Black & Decker in United States — modelled from more than twelve digital signal sources. Stanley Black & Decker has an estimated audience of 2,392,629 people in United States.

#7among Tools in United States#1235among Brand in United States#720in Home & Garden

The average Stanley Black & Decker fan in United States is 40.2 years old, more male, and lives primarily in Maryland.

The audience is concentrated in Maryland, Texas, Ohio.

Top brand affinities include Makita, ConocoPhillips, Hardware store, with strongest over-indexing on Makita (18.08× the country average).

Demographically, the Stanley Black & Decker audience skews more male with an average age of 40.2, and over-indexes on personality traits such as DIY Mentality, Patriotism.

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

The typical Stanley Black & Decker fan in United States is more male, around 40.2 years old, with strong DIY Mentality tendencies and a notable affinity for Makita.

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 Black & Decker profile in United States.

Audience size
2.4M
in United States
Gender
14.0%♀
86.0% male
Age
40.2
average years
Country rank
#12327
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 Stanley Black & Decker

14.0% are female, 86.0% are male, average age 40.2.

Fig. 02

Gender split

14.0%
Female
86.0%
Male
Demographic split for Stanley Black & Decker audience in United States
MetricValue
Female14.0%
Male86.0%
Average age40.2
Estimated audience size2,392,629
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Stanley Black & Decker audience in United States
Age bracketShare%
16-1917%
20-2919%
30-3921%
40-4921%
50+22%
Fig. 04

Worldwide distribution

26.9%

of the worldwide Stanley Black & Decker audience comes from United States.

Worldwide audience distribution share by country for Stanley Black & Decker
CountryShare
United States26.9%
China9.8%
Chile5.7%
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 Stanley Black & Decker audience in United States is strongest.

Fig. 05

Top regions by affinity

Stanley Black & Decker customers by region in United States
#RegionReachAffinity×
01Connecticut~200K6.50×
02Maryland~200K5.70×
03Tennessee~200K3.19×
04Ohio~200K2.36×
05Kansas~40K2.26×
06Mississippi~30K1.71×
07Massachusetts~70K1.41×
08North Carolina~80K1.18×
09Washington, District of Columbia~8K1.15×
10Kentucky~30K1.11×
11Pennsylvania~90K1.08×
12Michigan~60K1.04×
13South Carolina~30K0.96×
14Texas~200K0.95×
15Missouri~40K0.95×
16Rhode Island~7K0.91×
17Alaska~5K0.91×
18North Dakota~4K0.89×
19Vermont~4K0.89×
20South Dakota~5K0.88×
21Montana~6K0.87×
22Illinois~70K0.86×
23Delaware~6K0.85×
24Indiana~40K0.84×
25New Hampshire~8K0.84×
26West Virginia~9K0.82×
27Hawaii~8K0.82×
28Maine~7K0.82×
29Iowa~20K0.81×
30Virginia~50K0.80×
31New Mexico~10K0.80×
32New York~100K0.79×
33Georgia~60K0.79×
34Arkansas~20K0.79×
35Idaho~9K0.79×
36Nebraska~9K0.77×
37New Jersey~40K0.74×
38Wisconsin~30K0.74×
39Oklahoma~20K0.68×
40Utah~10K0.68×
41Minnesota~20K0.67×
42Alabama~20K0.67×
43Louisiana~20K0.66×
44Nevada~20K0.66×
45Oregon~20K0.64×
46Colorado~20K0.61×
47Florida~100K0.60×
48Arizona~30K0.60×
49Washington~30K0.59×
50California~100K0.53×
Fig. 06

Affinity by region

Affinity by region — Stanley Black & Decker, United States
0.53×1.00×6.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Stanley Black & Decker audience
#·InterestCategoryAffinity×
01MakitaHome & Garden18.08×
02ConocoPhillipsBusiness & Career17.34×
03Matco ToolsHome & Garden16.95×
04Circular sawHome & Garden11.54×
05RyobiCars & Mobility11.02×
06Harbor Freight ToolsHome & Garden7.80×
07DrywallHome & Garden7.40×
08MasonryHome & Garden7.28×
09Daytona International SpeedwaySports7.28×
10Love's Travel Stops & Country StoresShopping7.19×
11ChainsawHome & Garden6.61×
12Family carCars & Mobility5.83×
13DeWaltHome & Garden5.68×
14Lawn mowerHome & Garden5.23×
15Hardware storeHome & Garden4.73×
16Discount TireShopping4.70×
17Tractor Supply CompanyShopping3.59×
18Solar energyHome & Garden3.22×
19AutoZoneCars & Mobility2.98×
20MenardsHome & Garden2.86×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Stanley Black & Decker 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 Black & Decker audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.37×
PatriotismCONSERVATISM2.19×
Convenience OrientationPREMIUM1.99×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Stanley Black & Decker audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.69×
Healthy LifestyleBALANCE0.72×
MindfulnessBALANCE0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Stanley Black & Decker's target market in United States?

Stanley Black & Decker's target market in United States covers an estimated 2,392,629 people, concentrated in Maryland and Texas.

02

What is the gender split and age of Stanley Black & Decker customers?

14.0% of the Stanley Black & Decker audience are female, 86.0% are male, with an average age of 40.2 years.

03

Which brands do Stanley Black & Decker fans like most?

Stanley Black & Decker fans show strongest brand affinity for Makita (18.08×), ConocoPhillips (17.34×), and Hardware store (4.73×) over the country average.

04

Where do Stanley Black & Decker fans live in United States?

Stanley Black & Decker fans in United States are most concentrated in Maryland (reach ~200K), Texas (reach ~200K), and Ohio (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Stanley Black & Decker fans also like?

Beyond Stanley Black & Decker itself, the audience over-indexes on ConocoPhillips (17.34×), Hardware store (4.73×), Harbor Freight Tools (7.8×), and Discount Tire (4.7×) compared to the United States average.

Appendix

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How to read this data

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