Rascasse Audience Intelligence

stay at home mom Audience in United States

A data profile of the people who buy, follow and care about stay at home mom in United States — modelled from more than twelve digital signal sources. stay at home mom has an estimated audience of 12,299,333 people in United States.

#1926among Topic in United States#88in Kids & Family

The average stay at home mom fan in United States is 36.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Marshalls, Old Navy, Planet Fitness, with strongest over-indexing on Marshalls (2.71× the country average).

Demographically, the stay at home mom audience skews more female with an average age of 36.0, and over-indexes on personality traits such as Community Orientation, Price Sensitivity.

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

The typical stay at home mom fan in United States is more female, around 36.0 years old, with strong Community Orientation tendencies and a notable affinity for Marshalls.

Category: Kids & Family · 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 stay at home mom profile in United States.

Audience size
12.3M
in United States
Gender
80.6%♀
19.4% male
Age
36.0
average years
Country rank
#2901
Topic in United States
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of stay at home mom fans

80.6% are female, 19.4% are male, average age 36.0.

Fig. 02

Gender split

80.6%
Female
19.4%
Male
Demographic split for stay at home mom audience in United States
MetricValue
Female80.6%
Male19.4%
Average age36.0
Estimated audience size12,299,333
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the stay at home mom audience in United States
Age bracketShare%
16-1924%
20-2925%
30-3922%
40-4917%
50+13%
Fig. 04

Worldwide distribution

35.0%

of the worldwide stay at home mom audience comes from United States.

Worldwide audience distribution share by country for stay at home mom
CountryShare
United States35.0%
Japan13.8%
Indonesia5.5%
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 stay at home mom audience in United States is strongest.

Fig. 05

Top regions by affinity

stay at home mom fans by region: top regions in United States
#RegionReachAffinity×
01Texas~1M1.12×
02California~1.5M1.11×
03Washington~300K1.09×
04Utah~100K1.09×
05Georgia~400K1.08×
06Iowa~100K1.08×
07Kansas~100K1.06×
08Idaho~70K1.06×
09North Dakota~30K1.06×
10Virginia~300K1.04×
11Indiana~200K1.04×
12Arkansas~100K1.04×
13Hawaii~50K1.04×
14Missouri~200K1.03×
15Nebraska~60K1.02×
16Montana~30K1.02×
17South Dakota~30K1.02×
18Illinois~400K1.01×
19Wisconsin~200K1.01×
20Oklahoma~100K1.01×
21Connecticut~100K1.01×
22Alaska~30K1.01×
23Ohio~400K1.00×
24North Carolina~400K1.00×
25New Mexico~60K1.00×
26Vermont~20K1.00×
27Maryland~200K0.99×
28Mississippi~100K0.99×
29New Hampshire~50K0.99×
30Louisiana~200K0.98×
31Michigan~300K0.97×
32Minnesota~200K0.97×
33Kentucky~100K0.97×
34West Virginia~60K0.97×
35Maine~40K0.97×
36Delaware~30K0.97×
37New York~700K0.96×
38Tennessee~200K0.96×
39Nevada~100K0.96×
40Rhode Island~40K0.96×
41South Carolina~200K0.95×
42Alabama~200K0.95×
43Washington, District of Columbia~30K0.94×
44Arizona~200K0.93×
45Massachusetts~200K0.93×
46Colorado~200K0.93×
47Pennsylvania~400K0.92×
48New Jersey~300K0.92×
49Oregon~100K0.91×
50Florida~700K0.89×
Fig. 06

Affinity by region

Affinity by region — stay at home mom, United States
0.89×1.00×1.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the stay at home mom audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for stay at home mom audience
#·InterestCategoryAffinity×
01Non-alcoholic beverageFood & Beverages4.32×
02Child developmentBusiness & Career3.31×
03HypermarketShopping3.24×
04Diaper bagKids & Family2.98×
05Bath and BodyworksShopping2.86×
06Britney SpearsMusic & Radio2.81×
07MarshallsFashion & Accessoires2.71×
08T.J.MaxxShopping2.52×
09Discount storesShopping2.49×
10Planet FitnessSports2.28×
11Old NavyFashion & Accessoires2.25×
12Bass guitarMusic & Radio2.23×
13Pizza HutFood & Beverages2.10×
14Hobby LobbyHome & Garden2.08×
15TMZInternet & Social Media1.95×
16Trader Joe'sShopping1.71×
17Kohl'sShopping1.62×
18Whole Foods MarketShopping1.61×
19AldiShopping1.60×
20CostcoShopping1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the stay at home mom 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 stay at home mom audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.69×
Price SensitivityPREMIUM1.68×
IndulgenceJOY1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by stay at home mom audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.82×
Need for SecurityCONSERVATISM0.88×
Social Media UsageJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does stay at home mom have in United States?

stay at home mom has an estimated audience of 12,299,333 people in United States, concentrated in California and Texas.

02

What is the gender split and age of stay at home mom fans?

80.6% of stay at home mom fans are female, 19.4% are male, with an average age of 36.0 years.

03

Which brands do stay at home mom fans like most?

stay at home mom fans show strongest brand affinity for Marshalls (2.71×), Old Navy (2.25×), and Planet Fitness (2.28×) over the country average.

04

Where do stay at home mom fans live in United States?

stay at home mom fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1M), and Florida (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do stay at home mom fans also like?

Beyond stay at home mom itself, the audience over-indexes on Old Navy (2.25×), Planet Fitness (2.28×), Non-alcoholic beverage (4.32×), and Hobby Lobby (2.08×) compared to the United States average.

Appendix

Explore more audiences

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

More Kids & Family audiences in United States

See stay at home mom audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for stay at home mom. 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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