Wayfair Audience in United States

Wayfair logo

Wayfair has an estimated audience of 28,820,909 people in United States. 67.5% are female, 32.5% are male, average age 38.7. Top regions: California, Florida, Texas. Top brand affinities: Kohl's, Google Drive, Yahoo!奇摩名人娛樂, Nordstrom rack, Order (business).

The average Wayfair fan in United States is 38.7 years old, more female, and lives primarily in California. The audience is concentrated in California, Florida, Texas. Top brand affinities include Kohl's, Google Drive, Yahoo!奇摩名人娛樂, with strongest over-indexing on Kohl's (1.64× the country average). Demographically, the Wayfair audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Design Affinity, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Wayfair fans

Demographic split for Wayfair audience in United States
MetricValue
Female67.5%
Male32.5%
Average age38.7
Estimated audience size28,820,909

Audience persona

The typical Wayfair fan in United States is more female, around 38.7 years old, with strong Design Affinity tendencies and a notable affinity for Kohl's.

Top regions in United States

Top regions ranked by reach for Wayfair in United States
RegionReachAffinity
California2,421,6910.76×
Florida2,394,2721.23×
Texas2,068,0650.83×
New York1,854,7971.15×
Illinois1,175,7221.22×
Pennsylvania1,095,6331.13×
North Carolina1,063,8191.23×
Georgia1,055,1921.19×
New Jersey948,0391.29×
Ohio900,6421.01×
Michigan812,9351.08×
Virginia794,7471.13×
Massachusetts678,2581.19×
Tennessee635,3091.1×
Maryland613,3121.24×
South Carolina564,5581.3×
Indiana531,6361.01×
Washington512,4690.89×
Arizona493,8930.84×
Wisconsin488,8041.13×
Missouri451,7140.97×
Alabama449,9621.12×
Colorado426,9230.94×
Louisiana393,8751.06×
Minnesota389,6850.94×
Connecticut368,3791.27×
Kentucky367,1191.02×
Oregon304,1950.92×
Mississippi259,8471.09×
Oklahoma257,6220.8×
Arkansas230,8440.97×
Nevada217,2860.78×
Iowa216,0910.91×
Kansas191,8100.84×
Utah189,8600.74×
New Hampshire140,0451.23×
Idaho137,4000.95×
West Virginia132,4740.99×
Maine128,7231.25×
Nebraska120,0500.83×
New Mexico115,4000.8×
Delaware100,6581.27×
Rhode Island98,7271.08×
Montana83,6961.05×
Washington, District of Columbia69,2310.8×
Vermont59,3991.17×
South Dakota57,0060.86×
North Dakota55,5050.94×
Hawaii41,2850.33×
Wyoming33,5150.78×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Wayfair audience
BrandAffinityCategory
Kohl's1.64×Shopping
Google Drive1.72×Technology & Electronics
Yahoo!奇摩名人娛樂1.83×Internet & Social Media
Nordstrom rack1.98×Fashion & Accessoires
Order (business)2.2×Business & Career
Marshalls1.74×Fashion & Accessoires
Hobby Lobby1.51×Home & Garden
Aritzia2.97×Fashion & Accessoires
IKEA1.59×Home & Garden
LabCorp2.15×Health
T.J.Maxx1.79×Shopping
HomeGoods2.03×Home & Garden
Princess Polly3.64×Fashion & Accessoires
Google News1.98×News
Bed1.52×Home & Garden
Ashley Furniture HomeStores2.37×Home & Garden
West Elm2.36×Home & Garden
Freight transport1.52×Cars & Mobility
J. C. Penney1.6×Shopping
Ana de Armas2.2×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by Wayfair audience
TraitClusterScore
Design AffinityPREMIUM1.37
Price SensitivityPREMIUM1.1
IndulgenceJOY1.08
CreativityOPEN1.03
DIY MentalityTHRILL1.02
Quality AwarenessPREMIUM1.02

Worldwide distribution

Worldwide audience distribution share by country for Wayfair
CountryShare
United States68.3%
United Kingdom12.0%
Canada7.3%

See Wayfair audiences in other countries

More Furniture audiences in United States

Frequently asked questions

How many fans does Wayfair have in United States?

Wayfair has an estimated audience of 28,820,909 people in United States, concentrated in California and Florida.

What is the gender split and age of Wayfair fans?

67.5% of Wayfair fans are female, 32.5% are male, with an average age of 38.7 years.

Which brands do Wayfair fans like most?

Wayfair fans show strongest brand affinity for Kohl's (1.64×), Google Drive (1.72×), and Yahoo!奇摩名人娛樂 (1.83×) over the country average.

Where do Wayfair fans live in United States?

Wayfair fans in United States are most concentrated in California (reach 2,421,691), Florida (reach 2,394,272), and Texas (reach 2,068,065). These three regions account for the largest share of the active audience.

What other brands do Wayfair fans also like?

Beyond Wayfair itself, the audience over-indexes on Google Drive (1.72×), Yahoo!奇摩名人娛樂 (1.83×), Nordstrom rack (1.98×), and Order (business) (2.2×) compared to the United States average.

How to read this data

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