Aging-in-Place Modifications Audiences
Long-tenure owners 60+ who will modify homes for safety and accessibility: stair lifts, walk-in tubs, ramps, grab bars, first-floor suites.
Across 139.5M U.S. households, 16.1M qualify for aging-in-place modifications (11.6%), and 4.5M are in Tier 1, the closest fit. Built for service and retail: franchises and contractor networks as well as retailers and product brands.
Households of 139.5M scored
- Qualifying households
- 16,131,455
- Tier 1 (closest fit)
- 4,542,550
- Tier 2
- 4,370,685
- Tier 3
- 7,218,220
- Recent visits to matching sites
- 9,221
- Matching CTV viewing
- 289,080
Tiers rank qualifying households by score. Site visits and CTV viewing come from partner data covering about 2.8% of U.S. households, so they are an in-market layer on top of the tiers rather than a separate audience.
Who qualifies
- Qualifying rules
- Owner, age 60+, owned 10+ yrs, home age 20+ yrs, single-family
- Strongest fit
- home age 40+ yrs
- Life events
- Retirement, spouse caregiving, adult children as influencers
- Timing
- Propensity
What drives the score share of the 0 to 100 score
For most households the score rests on property, life-event, regional and contractor-density fit. Browsing and CTV signals add to it where they exist.
When and where flight planning
- Flight timing
- Winter (ice/fall-risk messaging) in snow belt
- Regional focus
- Snow belt (fall risk) (24 states)
Top states by qualifying-share index
- Connecticut
- Pennsylvania
- Maryland
- California
- New Jersey
- Tennessee
Where to reach them search themes, content and CTV
The language and content these households engage with, for search, contextual and CTV targeting. Example programming shows typical adjacency for each genre.
- fall prevention
- aging in place
- senior safety
- grab bars
- walk in tub
- wheelchair ramp
- medical alert
- stair lift
- home accessibility
- first floor bedroom
- CTV genres
- News (Content Type), Home & Garden, Television
- Example programming
- Daytime & early-evening news, game shows, This Old House, HGTV: older-adult CTV reach (Roku/Samsung FAST news channels)
- Content categories
- Senior Health, Home Improvement, Remodeling & Construction
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| Other Building Equipment Contractors (stair lifts/elevators)238290 | 3,041 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 9.2
Trade audience: Certified aging-in-place remodelers and mobility dealers; home-health and senior-services referral partners.
Common questions
How many households fit the aging-in-place modifications audience?
16.1M U.S. households qualify (11.6% of 139.5M scored), and 4.5M are in Tier 1, the closest fit. 9,221 also show recent visits to matching home services sites.
Who uses the aging-in-place modifications audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: certified aging-in-place remodelers and mobility dealers; home-health and senior-services referral partners.
How is the aging-in-place modifications audience built?
Households qualify on property and ownership rules (Owner, age 60+, owned 10+ yrs, home age 20+ yrs, single-family). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 30%, life events 25%, regional & seasonal 5%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind aging-in-place modifications
- Semcasting dataSemcasting household file
- Semcasting dataSemcasting home improvement data
- Semcasting modelSemcasting ownership-likelihood model
- Semcasting dataSemcasting domain inventory
- Partner dataHome services site visits (SSP partner data)
- Industry standardIAB Tech Lab Content Taxonomy 2.2
- Semcasting dataSemcasting CTV Genre Mapping
- Federal statisticsCensus ZIP Code Business Patterns 2023
- ClassificationNorth American Industry Classification System
- Semcasting dataSemcasting contractor business sample
- Semcasting dataSemcasting contractor data
- Planned triggerNOAA National Weather Service alerts
How the audience is built
Every U.S. household in the Semcasting file is checked against the property and ownership rules above, then scored 0 to 100 on the weighted signals shown. Where ownership is not recorded, Semcasting's ownership-likelihood model adds households with a high probability of owning.
How it will be confirmed
Compare leads, booked jobs or sales by tier at equal spend, holding out a random 10% of each tier. Weights are refit against those results as campaign data comes in.
What it is not
Not a deed, permit, pool or job record for any household. Regional and seasonal rules are set by state today; storm and freeze event triggers are planned as weather feeds are joined.