Zillow Audience in United States

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Zillow has an estimated audience of 8,326,013 people in United States. 58.0% are female, 42.0% are male, average age 38.7. Top regions: California, Florida, Texas. Top brand affinities: Mortgage loans, Craigslist, Property finder, First-time buyer, Mortgage calculator.

The average Zillow 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 Mortgage loans, Craigslist, Property finder, with strongest over-indexing on Mortgage loans (1.59× the country average). Demographically, the Zillow audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Design Affinity, Luxury Orientation. 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: Property finder

Demographics of Zillow fans

Demographic split for Zillow audience in United States
MetricValue
Female58.0%
Male42.0%
Average age38.7
Estimated audience size8,326,013

Audience persona

The typical Zillow fan in United States is more female, around 38.7 years old, with strong Design Affinity tendencies and a notable affinity for Mortgage loans.

Top regions in United States

Top regions ranked by reach for Zillow in United States
RegionReachAffinity
California1,029,0531.12×
Florida703,3371.25×
Texas522,3690.73×
New York429,0290.92×
Pennsylvania298,4041.06×
Michigan292,6401.34×
Ohio284,2731.11×
Illinois271,2540.98×
Georgia268,1601.05×
North Carolina265,9681.06×
New Jersey221,4151.05×
Virginia215,1091.06×
Arizona206,5161.21×
Washington191,1821.14×
Indiana176,7351.16×
Tennessee170,2941.02×
Massachusetts166,4411.01×
Colorado164,5021.25×
Missouri151,5211.13×
South Carolina136,1021.09×
Maryland133,5830.93×
Wisconsin117,3120.94×
Oregon116,9671.23×
Minnesota116,3090.97×
Alabama111,5700.96×
Kentucky104,4331×
Oklahoma97,4691.05×
Connecticut84,2401.01×
Nevada82,1621.02×
Iowa74,8811.09×
Louisiana74,4090.69×
Kansas70,3681.07×
Arkansas66,7560.97×
Utah63,7210.85×
Idaho54,8331.31×
Mississippi48,1020.7×
Nebraska44,5611.07×
New Mexico36,3690.87×
New Hampshire36,1041.1×
West Virginia32,4690.84×
Maine28,3420.95×
Hawaii25,4580.71×
Rhode Island23,7700.9×
Montana23,1741×
Delaware20,2380.88×
South Dakota17,4300.91×
Washington, District of Columbia17,2270.69×
North Dakota14,6470.86×
Alaska14,5510.82×
Vermont13,7090.94×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Zillow audience
BrandAffinityCategory
Mortgage loans1.59×Business & Career
Craigslist1.54×Shopping
Property finder2.1×Home & Garden
First-time buyer1.85×Shopping
Mortgage calculator1.97×Home & Garden
Home equity2.1×Home & Garden
Starter home1.98×Home & Garden
For sale by owner2.05×Home & Garden
First-time home buyer grant1.98×Home & Garden
Lease1.54×Business & Career
Redfin1.86×Home & Garden
Retirement community1.75×Kids & Family
realtor.com1.78×Home & Garden
QVC1.55×Movies & TV
Townhouse2.08×Home & Garden
Refinancing1.78×Business & Career
Gated community2.02×Home & Garden
WebMD1.65×Health
Apartments.com1.95×Home & Garden
Creative real estate investing1.67×Business & Career

Psychographic profile

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

Top personality traits over-indexed by Zillow audience
TraitClusterScore
Design AffinityPREMIUM1.36
Luxury OrientationPREMIUM1.29
DIY MentalityTHRILL1.21
Quality AwarenessPREMIUM1.17
Career OrientationPOWER1.14
IndulgenceJOY1.12

Worldwide distribution

Worldwide audience distribution share by country for Zillow
CountryShare
United States72.0%
China4.1%
United Kingdom2.6%

See Zillow audiences in other countries

More Property finder audiences in United States

Frequently asked questions

How many fans does Zillow have in United States?

Zillow has an estimated audience of 8,326,013 people in United States, concentrated in California and Florida.

What is the gender split and age of Zillow fans?

58.0% of Zillow fans are female, 42.0% are male, with an average age of 38.7 years.

Which brands do Zillow fans like most?

Zillow fans show strongest brand affinity for Mortgage loans (1.59×), Craigslist (1.54×), and Property finder (2.1×) over the country average.

Where do Zillow fans live in United States?

Zillow fans in United States are most concentrated in California (reach 1,029,053), Florida (reach 703,337), and Texas (reach 522,369). These three regions account for the largest share of the active audience.

What other brands do Zillow fans also like?

Beyond Zillow itself, the audience over-indexes on Craigslist (1.54×), Property finder (2.1×), First-time buyer (1.85×), and Mortgage calculator (1.97×) 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 Zillow. 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.