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 3.7 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 Home Exterior Design Enthusiasts.
| Interest | Composition | Index |
| Home Exterior Design Enthusiasts | 53.95% | 40.28x |
| DIYers | 57.22% | 39.90x |
| Country Home Decorators | 50.93% | 35.34x |
| Lawn & Garden Enthusiasts | 49.14% | 33.93x |
| Home Heating and Cooling Researchers | 45.93% | 32.96x |
| Kitchen Stove Shoppers | 44.50% | 32.01x |
| Home Remodelers | 41.26% | 31.27x |
| Home DIY Enthusiasts | 39.87% | 29.49x |
| Hardware Shoppers | 38.62% | 29.24x |
| Bird Watching Enthusiasts | 39.19% | 29.14x |
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 Carhartt.
| Location | Composition | Index |
| Carhartt | 0.20% | 1.46x |
| Chicos | 0.02% | 1.31x |
| Jos A. Bank Clothiers | 0.01% | 1.30x |
| Mens Wearhouse | 0.06% | 1.20x |
| White House Black Market | 0.01% | 1.16x |
| Lane Bryant | 0.01% | 1.15x |
| Dressbarn | 0.01% | 1.15x |
| Buckle | 0.01% | 1.15x |
| Old Navy | 0.02% | 1.04x |
| LOFT | 0.01% | 0.96x |
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 quikrete.com.
| Website | Composition | Index |
| quikrete.com | 1.92% | 40.55x |
| decks.com | 3.00% | 39.55x |
| helpfulgardener.com | 1.29% | 38.62x |
| thetreecenter.com | 1.16% | 37.93x |
| todayshomeowner.com | 24.98% | 37.28x |
| wilsonbrosgardens.com | 1.08% | 36.95x |
| walterreeves.com | 2.10% | 36.94x |
| hvac-talk.com | 1.78% | 36.82x |
| homewyse.com | 3.26% | 36.73x |
| rockler.com | 1.28% | 36.43x |
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 Lawns & Pest Control.
| Content Affinity | Composition | Index |
| Lawns & Pest Control | 7.97% | 26.21x |
| Home Improvement Contractor | 0.21% | 24.29x |
| Painting & Renovation | 3.03% | 23.47x |
| Home Remodeling | 6.11% | 22.29x |
| Home Remodeling | 2.28% | 22.11x |
| Bird Watching | 0.95% | 22.04x |
| Rural Living | 0.04% | 21.99x |
| Yard Structures | 2.67% | 21.81x |
| Home Furnishings | 8.17% | 20.58x |
| Woodwork | 7.10% | 20.29x |
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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