Households scored
28.4M
every addressable household in the US footprint
Top-decile conversion
5.9%
3.1x the 1.9% average
Top 20% captures
52%
of future buyers
Priority markets
9
average score 70+
Propensity by market
Bubble size is addressable households; color is the market's average score.
Market ranking
Average propensity score, 0–100.
+ 18 more markets
Gains curve
Share of future buyers reached when targeting the top X% of households by score.
Conversion rate by score decile
Predicted 90-day first-order rate. Dashed line is the average.
Audience segments
Index is the segment's predicted conversion rate vs the average household (100).
| Segment | Households | Conversion | Index | Expected buyers | 12-mo value each |
|---|---|---|---|---|---|
Outdoor homeowners 35–54, owns a home, active outdoor interest | 2,140,000 | 6.1% | 321 | 130,540 | $498 |
Recent movers Moved in the last 6 months, furnishing a new home | 1,380,000 | 5.2% | 274 | 71,760 | $436 |
Lapsed buyers Bought 12–24 months ago, no order since | 410,000 | 4.8% | 253 | 19,680 | $351 |
Suburban families Kids at home, suburban, $100k+ income | 3,260,000 | 3.4% | 179 | 110,840 | $412 |
Urban renters 25–34, renting in a city core | 4,720,000 | 1.4% | 74 | 66,080 | $262 |
Deal seekers Buys mainly on promotion | 2,950,000 | 1.2% | 63 | 35,400 | $219 |