Rascasse Audience Intelligence

Liberty Mutual Target Market in United States

Liberty Mutual has an estimated audience of 5.1M people in United States.

#7among Insurances in United States#719among brands in United States#611in Business & Career

The average Liberty Mutual fan in United States is 43.9 years old, more male, and lives primarily in New York.

By number of fans, Liberty Mutual ranks #7 among the 215 objects in Insurances in United States — 13.4× the group median.

Its fans are 1.7 years older than the group average of 42.2.

Women make up 41.4% of the fan base, 9.3 percentage points fewer than the group average.

Compared with the other 214 objects in Insurances, Liberty Mutual fans stand out for their interest in M&T Bank, Farmers Insurance Group and KeyBank.

Most fans live in New York, California, Texas.

Top affinities include State Farm Insurance, Progressive Corporation, Nationwide Mutual Insurance Company, with strongest over-indexing on State Farm Insurance (12.32× the country average).

Demographically, the Liberty Mutual audience skews more male with an average age of 43.9, and over-indexes on personality traits such as Need for Security, Career Orientation.

The typical Liberty Mutual fan in United States is more male, around 43.9 years old, with strong Need for Security tendencies and a notable affinity for State Farm Insurance.

Category: Business & Career · Type: Brand · Subtype: Insurances

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
5.1M
in United States
Gender
41.4%♀
58.6% male
Age
43.9
average years
Country rank
#6438
among all objects in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Liberty Mutual

41.4% are female, 58.6% are male, average age 43.9.

Fig. 02

Gender split

41.4%
Female
58.6%
Male
Demographic split for Liberty Mutual audience in United States
MetricValue
Female41.4%
Male58.6%
Average age43.9
Estimated audience size5.1M
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the Liberty Mutual audience in United States
Age bracketShare%
16-246%
25-3421%
35-4423%
45-5425%
55+25%
Fig. 04

Worldwide distribution

94.8%

of the worldwide Liberty Mutual audience comes from United States.

Worldwide audience distribution share by country for Liberty Mutual
CountryShare
United States94.8%
China0.8%
India0.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Liberty Mutual customers by region in United States
#RegionReachAffinity×
01Massachusetts~200K2.06×
02Delaware~30K1.97×
03New Hampshire~40K1.76×
04Kentucky~100K1.65×
05Maine~30K1.62×
06West Virginia~40K1.48×
07Rhode Island~20K1.47×
08Vermont~10K1.43×
09Pennsylvania~300K1.27×
10Connecticut~70K1.27×
11New Mexico~40K1.26×
12Michigan~200K1.24×
13Idaho~30K1.22×
14Arizona~100K1.21×
15New Jersey~200K1.19×
16Hawaii~20K1.12×
17Colorado~100K1.08×
18North Carolina~200K1.06×
19Indiana~100K1.05×
20Mississippi~50K1.05×
21Utah~50K1.04×
22New York~300K1.03×
23Georgia~200K0.96×
24Maryland~90K0.95×
25South Carolina~80K0.95×
26Oregon~60K0.95×
27Nevada~50K0.92×
28Virginia~100K0.90×
29Tennessee~100K0.89×
30Wyoming~8K0.87×
31Oklahoma~50K0.84×
32Ohio~100K0.82×
33Alabama~60K0.82×
34Minnesota~70K0.78×
35North Dakota~9K0.78×
36Texas~300K0.77×
37Illinois~100K0.75×
38Montana~10K0.74×
39Arkansas~30K0.73×
40Missouri~70K0.72×
41Louisiana~50K0.70×
42Nebraska~20K0.70×
43Washington, District of Columbia~7K0.70×
44Washington~80K0.67×
45Iowa~30K0.67×
46Wisconsin~50K0.60×
47Kansas~30K0.59×
48South Dakota~8K0.59×
49Florida~200K0.55×
50California~300K0.45×
Fig. 06

Affinity by region

Affinity by region — Liberty Mutual, United States
0.45×1.00×2.06×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Liberty Mutual audience vs. the country average
#·InterestCategoryAffinity×
01State Farm InsuranceBusiness & Career12.32×
02Progressive CorporationBusiness & Career10.68×
03Nationwide Mutual Insurance CompanyBusiness & Career10.44×
04AllstateBusiness & Career9.88×
05National General InsuranceBusiness & Career9.84×
06M&T BankBusiness & Career9.20×
07TravelersBusiness & Career9.17×
08Farmers Insurance GroupBusiness & Career7.98×
09GEICOBusiness & Career7.02×
10KeyBankBusiness & Career6.53×
11USAACars & Mobility6.13×
12Western UnionBusiness & Career3.60×
13Staples (Canada)Business & Career3.21×
14Comcast CableTechnology & Electronics2.69×
15United Parcel ServiceBusiness & Career2.41×
16FedExBusiness & Career2.38×
17Bank of AmericaBusiness & Career2.00×
18AutoZoneCars & Mobility1.85×
19InsuranceBusiness & Career1.69×
20Capital OneBusiness & Career1.61×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Liberty Mutual audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Liberty Mutual audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.47×
Career OrientationPOWER1.28×
PatriotismCONSERVATISM1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Liberty Mutual audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.82×
Luxury OrientationPREMIUM0.89×
Early Adopter MentalityPOWER0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

More Insurances audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Liberty Mutual over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/liberty-mutual-15371” · Methodology