Rascasse Audience Intelligence

Wallpaper Audience in United States

A data profile of the people who buy, follow and care about Wallpaper in United States — modelled from more than twelve digital signal sources. Wallpaper has an estimated audience of 12,609,498 people in United States.

#71among Website / Newspaper / Magazine in United States#203in Home & Garden

The average Wallpaper fan in United States is 42.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Do it yourself (DIY), Luxury real estate, Nordstrom, with strongest over-indexing on Do it yourself (DIY) (2.44× the country average).

Demographically, the Wallpaper audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Design Affinity, DIY Mentality.

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

The typical Wallpaper fan in United States is more female, around 42.6 years old, with strong Design Affinity tendencies and a notable affinity for Do it yourself (DIY).

Category: Home & Garden · Type: Website / Newspaper / Magazine

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 Wallpaper profile in United States.

Audience size
12.6M
in United States
Gender
57.1%♀
42.9% male
Age
42.6
average years
Country rank
#2832
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Wallpaper

57.1% are female, 42.9% are male, average age 42.6.

Fig. 02

Gender split

57.1%
Female
42.9%
Male
Demographic split for Wallpaper audience in United States
MetricValue
Female57.1%
Male42.9%
Average age42.6
Estimated audience size12,609,498
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Wallpaper audience in United States
Age bracketShare%
16-1912%
20-2917%
30-3921%
40-4923%
50+27%
Fig. 04

Worldwide distribution

14.1%

of the worldwide Wallpaper audience comes from United States.

Worldwide audience distribution share by country for Wallpaper
CountryShare
United States14.1%
India6.9%
Brazil6.1%
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 Wallpaper audience in United States is strongest.

Fig. 05

Top regions by affinity

Wallpaper fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~200K1.73×
02Alabama~300K1.44×
03Oklahoma~200K1.38×
04Louisiana~200K1.36×
05Arkansas~100K1.32×
06New Mexico~80K1.30×
07Texas~1.5M1.25×
08West Virginia~70K1.21×
09Arizona~300K1.20×
10Tennessee~300K1.20×
11South Carolina~200K1.19×
12Kentucky~200K1.18×
13North Carolina~400K1.17×
14Georgia~500K1.16×
15Alaska~30K1.12×
16Indiana~200K1.08×
17Kansas~100K1.06×
18California~1.5M1.04×
19Missouri~200K1.03×
20Nevada~100K1.01×
21Utah~100K1.01×
22Virginia~300K0.99×
23Idaho~60K0.98×
24Florida~800K0.96×
25Pennsylvania~400K0.96×
26South Dakota~30K0.96×
27Illinois~400K0.95×
28Ohio~400K0.95×
29North Dakota~20K0.95×
30Michigan~300K0.94×
31Washington~200K0.93×
32Nebraska~60K0.93×
33Iowa~90K0.90×
34Minnesota~200K0.89×
35Maryland~200K0.88×
36Delaware~30K0.88×
37Oregon~100K0.87×
38Colorado~200K0.86×
39Connecticut~100K0.86×
40New York~600K0.85×
41New Jersey~300K0.85×
42Wyoming~20K0.82×
43Montana~30K0.80×
44Massachusetts~200K0.79×
45Hawaii~40K0.79×
46Maine~40K0.79×
47Rhode Island~30K0.79×
48Wisconsin~100K0.76×
49New Hampshire~30K0.63×
50Washington, District of Columbia~20K0.62×
Fig. 06

Affinity by region

Affinity by region — Wallpaper, United States
0.62×1.00×1.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wallpaper audience
#·InterestCategoryAffinity×
01Nordic walkingSports18.61×
02Wedding PlannersKids & Family4.27×
03DrywallHome & Garden3.82×
04Luxury real estateBusiness & Career3.61×
05Urban OutfittersShopping2.68×
06Designer clothingFashion & Accessoires2.68×
07CarpetHome & Garden2.66×
08Natural skin careBeauty & Wellness2.52×
09Do it yourself (DIY)Home & Garden2.44×
10CabinetryHome & Garden2.22×
11Department storeShopping2.15×
12InnovationBusiness & Career2.12×
13Ace HardwareHome & Garden2.01×
14MenardsHome & Garden1.97×
15IKEAHome & Garden1.82×
16RenovationHome & Garden1.82×
17DrawingHome & Garden1.81×
18NordstromShopping1.78×
19EtsyFashion & Accessoires1.76×
20Trader Joe'sShopping1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wallpaper 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 Wallpaper audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.55×
DIY MentalityTHRILL1.95×
IndulgenceJOY1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wallpaper audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.87×
Pet OwnershipJOY0.89×
Social Media UsageJOY0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wallpaper have in United States?

Wallpaper has an estimated audience of 12,609,498 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Wallpaper fans?

57.1% of Wallpaper fans are female, 42.9% are male, with an average age of 42.6 years.

03

Which brands do Wallpaper fans like most?

Wallpaper fans show strongest brand affinity for Do it yourself (DIY) (2.44×), Luxury real estate (3.61×), and Nordstrom (1.78×) over the country average.

04

Where do Wallpaper fans live in United States?

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

05

What other brands do Wallpaper fans also like?

Beyond Wallpaper itself, the audience over-indexes on Luxury real estate (3.61×), Nordstrom (1.78×), Carpet (2.66×), and IKEA (1.82×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See Wallpaper audiences in other countries

How to read this data

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