Rascasse Audience Intelligence

Zillow Target Market in United States

A data profile of the people who buy, follow and care about Zillow in United States — modelled from more than twelve digital signal sources. Zillow has an estimated audience of 8,326,013 people in United States.

#3among Property finder in United States#433among Brand in United States#306in Home & Garden

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, Property finder, First-time buyer, 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 Career Orientation, DIY Mentality.

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

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

Category: Home & Garden · Type: Brand · Subtype: Property finder

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 Zillow profile in United States.

Audience size
8.3M
in United States
Gender
58.0%♀
42.0% male
Age
38.7
average years
Country rank
#4252
Brand in United States
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Zillow

58.0% are female, 42.0% are male, average age 38.7.

Fig. 02

Gender split

58.0%
Female
42.0%
Male
Demographic split for Zillow audience in United States
MetricValue
Female58.0%
Male42.0%
Average age38.7
Estimated audience size8,326,013
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Zillow audience in United States
Age bracketShare%
16-1921%
20-2920%
30-3919%
40-4919%
50+20%
Fig. 04

Worldwide distribution

71.4%

of the worldwide Zillow audience comes from United States.

Worldwide audience distribution share by country for Zillow
CountryShare
United States71.4%
China4.0%
United Kingdom2.6%
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 Zillow audience in United States is strongest.

Fig. 05

Top regions by affinity

Zillow customers by region in United States
#RegionReachAffinity×
01Idaho~60K1.36×
02Michigan~300K1.29×
03Oregon~100K1.21×
04Colorado~200K1.20×
05Florida~700K1.18×
06Arizona~200K1.17×
07Iowa~80K1.16×
08Indiana~200K1.14×
09Missouri~200K1.14×
10New Hampshire~40K1.12×
11Nebraska~50K1.11×
12Washington~200K1.08×
13South Carolina~100K1.08×
14Oklahoma~100K1.08×
15Montana~20K1.08×
16Ohio~300K1.07×
17Kansas~70K1.07×
18Georgia~300K1.04×
19Virginia~200K1.04×
20Pennsylvania~300K1.03×
21North Carolina~300K1.03×
22California~900K1.02×
23Tennessee~200K1.02×
24Nevada~80K1.00×
25Arkansas~70K1.00×
26Maine~30K1.00×
27Vermont~10K1.00×
28Minnesota~100K0.99×
29Kentucky~100K0.99×
30Alabama~100K0.98×
31Connecticut~80K0.98×
32New Jersey~200K0.97×
33Massachusetts~200K0.97×
34South Dakota~20K0.95×
35Illinois~300K0.94×
36Wisconsin~100K0.94×
37North Dakota~20K0.94×
38Rhode Island~20K0.92×
39Alaska~20K0.92×
40Maryland~100K0.91×
41Delaware~20K0.91×
42West Virginia~40K0.90×
43New Mexico~40K0.89×
44New York~400K0.86×
45Utah~60K0.85×
46Mississippi~50K0.73×
47Louisiana~80K0.71×
48Hawaii~30K0.70×
49Texas~500K0.69×
50Washington, District of Columbia~20K0.68×
Fig. 06

Affinity by region

Affinity by region — Zillow, United States
0.68×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Zillow audience
#·InterestCategoryAffinity×
01Property finderHome & Garden2.10×
02Home equityHome & Garden2.10×
03TownhouseHome & Garden2.08×
04For sale by ownerHome & Garden2.05×
05Gated communityHome & Garden2.02×
06Starter homeHome & Garden1.98×
07First-time home buyer grantHome & Garden1.98×
08Mortgage calculatorHome & Garden1.97×
09Apartments.comHome & Garden1.95×
10RedfinHome & Garden1.86×
11First-time buyerShopping1.85×
12realtor.comHome & Garden1.78×
13RefinancingBusiness & Career1.78×
14Retirement communityKids & Family1.75×
15Rent-to-ownHome & Garden1.75×
16Creative real estate investingBusiness & Career1.67×
17WebMDHealth1.65×
18Mortgage loansBusiness & Career1.59×
19QVCMovies & TV1.55×
20LeaseBusiness & Career1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Zillow 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 Zillow audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.23×
DIY MentalityTHRILL1.22×
Design AffinityPREMIUM1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Zillow audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.98×
MindfulnessBALANCE1.02×
Urban LifestyleOPEN1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Zillow's target market in United States?

Zillow's target market in United States covers an estimated 8,326,013 people, concentrated in California and Florida.

02

What is the gender split and age of Zillow customers?

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

03

Which brands do Zillow fans like most?

Zillow fans show strongest brand affinity for Mortgage loans (1.59×), Property finder (2.1×), and First-time buyer (1.85×) over the country average.

04

Where do Zillow fans live in United States?

Zillow fans in United States are most concentrated in California (reach ~900K), Florida (reach ~700K), and Texas (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Zillow fans also like?

Beyond Zillow itself, the audience over-indexes on Property finder (2.1×), First-time buyer (1.85×), Mortgage calculator (1.97×), and Home equity (2.1×) compared to the United States average.

Appendix

Explore more audiences

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

More Property finder audiences in United States

See Zillow audiences in other countries

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.

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