Explore the New Homeowners Audience
Below you'll find more information about the New Homeowners audience, broken down in different categories based on their digital and physical behaviors. These are 3.3 million unique devices whose actions qualify for the New Homeowners audience.
INTERESTS
The New Homeowners audience exhibits a variety of interests and behaviors.
As seen below, the leading interest for the New Homeowners audience is Lawn & Garden Enthusiasts.
| Interest | Composition | Index |
| Lawn & Garden Enthusiasts | 52.95% | 29.73x |
| Spa and Pool Owners | 41.28% | 25.09x |
| Lawn and Home Pest Control Researchers | 43.17% | 24.58x |
| Contractors & Construction Professionals | 39.09% | 24.55x |
| Flooring Shoppers | 39.04% | 23.46x |
| DIYers | 84.39% | 23.31x |
| Furniture and Appliances Industry | 38.10% | 23.07x |
| Hardware Shoppers | 33.56% | 23.00x |
| Mattress Shoppers | 46.28% | 22.87x |
| Blender Shoppers | 43.04% | 22.12x |
Composition Percentage:
The overlap percentage between the New Homeowners audience and the Interest attribute.
Index: A comparison of the New Homeowners audience to the internet population.
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APPAREL RETAILERS
The New Homeowners audience visits and shops at a variety of apparel retail locations.
As seen below, the apparel retail location most frequented by the New Homeowners audience is Chicos.
| Location | Composition | Index |
| Chicos | 0.04% | 1.19x |
| Belk | 0.01% | 1.13x |
| Eddie Bauer | 0.01% | 1.10x |
| Carhartt | 0.16% | 1.09x |
| Lorna Jane | 0.00% | 1.01x |
| Hollister | 0.01% | 1.01x |
| Dressbarn | 0.03% | 0.95x |
| Kate Spade | 0.01% | 0.93x |
| Old Navy | 0.04% | 0.92x |
| Lane Bryant | 0.03% | 0.92x |
Composition Percentage:
The overlap percentage between the New Homeowners audience and the Location attribute.
Index: A comparison of the New Homeowners audience to the internet population.
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WEBSITES
The New Homeowners audience is distinctive due to the websites they visit.
As seen below, the highest indexing website for the New Homeowners audience is moneypit.com.
| Website | Composition | Index |
| moneypit.com | 0.25% | 89.15x |
| hoskinghardwood.com | 0.65% | 83.20x |
| radiantcompany.com | 0.18% | 82.33x |
| houselogic.com | 0.97% | 82.25x |
| greatgardenplants.com | 0.33% | 81.76x |
| hardwoodinfo.com | 0.21% | 81.23x |
| diyhomecenter.com | 0.18% | 80.24x |
| mariakillam.com | 0.18% | 78.34x |
| thedeckstoreonline.com | 0.49% | 78.24x |
| front-porch-ideas-and-more.com | 0.17% | 77.80x |
Composition Percentage:
The overlap percentage between the New Homeowners audience and the Web attribute.
Index: A comparison of the New Homeowners audience to the internet population.
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CONTENT AFFINITIES
Content Affinities are Dstillery's proprietary way of categorizing the internet.
As seen below, the most visited Content Affinity for the New Homeowners audience is Home Improvement Contractor.
| Content Affinity | Composition | Index |
| Home Improvement Contractor | 6.26% | 24.94x |
| Lawns & Pest Control | 17.98% | 20.40x |
| Painting & Renovation | 8.58% | 20.31x |
| Bird Watching | 2.93% | 19.57x |
| Handyman Tools | 0.08% | 18.55x |
| Rural Living | 0.29% | 18.43x |
| Home Remodeling | 5.60% | 18.26x |
| Woodwork | 10.79% | 17.92x |
| Home Remodeling | 13.26% | 17.18x |
| Yard Structures | 5.08% | 16.99x |
Composition Percentage:
The overlap percentage between the New Homeowners audience and the Content Affinity attribute.
Index: A comparison of the New Homeowners audience to the internet population.
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DEMOGRAPHICS
The New Homeowners audience resonates most for the following age and income brackets.
Age
45-54
Income
Over $250,000
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