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 1.8 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 DIYers.
| Interest | Composition | Index |
| DIYers | 33.59% | 35.85x |
| Home Exterior Design Enthusiasts | 22.46% | 34.77x |
| Lawn & Garden Enthusiasts | 30.43% | 33.65x |
| Kitchen & Bathroom Remodelers | 17.51% | 28.22x |
| Home DIY Enthusiasts | 16.20% | 26.88x |
| HGTV Enthusiasts | 22.75% | 26.28x |
| Home Remodelers | 13.24% | 25.78x |
| Homeowners | 30.04% | 25.64x |
| Beekeeping Enthusiasts | 20.74% | 25.12x |
| Patio Furniture Shoppers | 26.91% | 24.71x |
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 LOFT.
| Location | Composition | Index |
| LOFT | 0.02% | 1.57x |
| Talbots | 0.01% | 1.50x |
| Chicos | 0.01% | 1.32x |
| Maurices | 0.03% | 1.29x |
| Carhartt | 0.13% | 1.25x |
| White House Black Market | 0.01% | 1.21x |
| The Childrens Place | 0.02% | 1.16x |
| Gymboree | 0.01% | 1.14x |
| Banana Republic | 0.01% | 1.13x |
| Aeropostale | 0.01% | 1.03x |
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 thisoldhouse.com.
| Website | Composition | Index |
| thisoldhouse.com | 7.68% | 37.38x |
| todayshomeowner.com | 1.29% | 37.21x |
| askthebuilder.com | 2.27% | 33.03x |
| planetnatural.com | 3.76% | 32.38x |
| extremehowto.com | 2.81% | 29.84x |
| thegardenglove.com | 2.57% | 29.55x |
| twofeetfirst.net | 1.02% | 28.86x |
| finegardening.com | 6.88% | 28.40x |
| hortmag.com | 1.60% | 28.19x |
| walterreeves.com | 2.14% | 28.15x |
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 Car Keys, Locks & Remotes.
| Content Affinity | Composition | Index |
| Car Keys, Locks & Remotes | 0.15% | 26.19x |
| Bird Watching | 0.11% | 23.43x |
| Lawns & Pest Control | 0.35% | 21.35x |
| Survival Guides | 0.16% | 19.70x |
| Home Remodeling | 0.76% | 18.74x |
| Painting & Renovation | 0.37% | 17.80x |
| Woodwork | 3.00% | 16.37x |
| Power Tools | 1.13% | 16.17x |
| Auto Body Upkeep & Repair Researchers | 0.13% | 15.94x |
| Canada Shopping - Kitchenware | 0.22% | 14.57x |
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 bracket and gender.
Age
65+
Gender
Female
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