23andMe Audience in United States
23andMe has an estimated audience of 3,286,080 people in United States. 66.3% are female, 33.7% are male, average age 42.6. Top regions: California, Texas, Florida. Top brand affinities: Rita Hayworth, Ritchie Valens, Rita Moreno, Roberto Clemente, Erik Estrada.
The average 23andMe fan in United States is 42.6 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Rita Hayworth, Ritchie Valens, Rita Moreno, with strongest over-indexing on Rita Hayworth (33.77× the country average). Demographically, the 23andMe audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Patriotism, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Health · Type: Website / Newspaper / Magazine
Demographics of 23andMe fans
| Metric | Value |
|---|---|
| Female | 66.3% |
| Male | 33.7% |
| Average age | 42.6 |
| Estimated audience size | 3,286,080 |
Audience persona
The typical 23andMe fan in United States is more female, around 42.6 years old, with strong Patriotism tendencies and a notable affinity for Rita Hayworth.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 530,390 | 1.47× |
| Texas | 262,635 | 0.93× |
| Florida | 213,088 | 0.96× |
| New York | 188,140 | 1.02× |
| Pennsylvania | 103,971 | 0.94× |
| Illinois | 103,854 | 0.95× |
| North Carolina | 102,600 | 1.04× |
| Washington | 98,674 | 1.5× |
| Georgia | 95,756 | 0.95× |
| Ohio | 93,507 | 0.92× |
| Virginia | 86,966 | 1.09× |
| Michigan | 83,213 | 0.97× |
| New Jersey | 80,175 | 0.96× |
| Massachusetts | 76,732 | 1.19× |
| Tennessee | 63,710 | 0.97× |
| Arizona | 62,802 | 0.94× |
| Colorado | 58,938 | 1.14× |
| Indiana | 56,742 | 0.95× |
| Maryland | 56,513 | 1× |
| Missouri | 53,092 | 1× |
| Oregon | 53,033 | 1.41× |
| Wisconsin | 47,282 | 0.96× |
| Minnesota | 47,251 | 1× |
| South Carolina | 46,052 | 0.93× |
| Oklahoma | 39,310 | 1.08× |
| Kentucky | 38,165 | 0.93× |
| Connecticut | 35,572 | 1.08× |
| Alabama | 35,490 | 0.77× |
| Louisiana | 35,006 | 0.83× |
| Nevada | 34,066 | 1.07× |
| Utah | 28,633 | 0.97× |
| Arkansas | 25,351 | 0.94× |
| Kansas | 24,785 | 0.96× |
| Iowa | 24,358 | 0.9× |
| Mississippi | 19,304 | 0.71× |
| Hawaii | 16,725 | 1.18× |
| Idaho | 16,054 | 0.97× |
| New Mexico | 15,774 | 0.96× |
| New Hampshire | 14,792 | 1.14× |
| Nebraska | 13,976 | 0.85× |
| Maine | 13,874 | 1.18× |
| West Virginia | 13,858 | 0.91× |
| Washington, District of Columbia | 11,180 | 1.13× |
| Rhode Island | 9,723 | 0.93× |
| Montana | 9,195 | 1.01× |
| Delaware | 7,728 | 0.85× |
| Alaska | 7,241 | 1.03× |
| South Dakota | 5,890 | 0.78× |
| Vermont | 5,787 | 1× |
| North Dakota | 5,551 | 0.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rita Hayworth | 33.77× | Movies & TV |
| Ritchie Valens | 31.43× | Music & Radio |
| Rita Moreno | 28.84× | Movies & TV |
| Roberto Clemente | 27.16× | Sports |
| Erik Estrada | 32.73× | Movies & TV |
| MyHeritage | 27.02× | Kids & Family |
| Sonia Sotomayor | 25.38× | Politics & Society |
| Edward James Olmos | 24× | Movies & TV |
| Cesar Romero | 36.67× | Movies & TV |
| Andy García | 16.53× | Movies & TV |
| Genealogy | 9.66× | Health |
| Charo | 27.5× | Music & Radio |
| Eva Mendes | 11.62× | Movies & TV |
| Eva Longoria | 10.51× | Movies & TV |
| José Fernández (pitcher) | 37.33× | Sports |
| Zack de la Rocha | 31.23× | Music & Radio |
| Rosie Perez | 20.74× | Movies & TV |
| Fernando Valenzuela | 30.95× | Sports |
| Family Tree DNA | 38× | Kids & Family |
| El Nuevo Herald | 29.63× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 2.66 |
| Extroversion | THRILL | 1.51 |
| Sustainability | BALANCE | 1.45 |
| Mindfulness | BALANCE | 1.44 |
| Community Orientation | OPEN | 1.44 |
| Price Sensitivity | PREMIUM | 1.42 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 54.7% |
| United Kingdom | 6.7% |
| China | 5.5% |
See 23andMe audiences in other countries
More Health audiences in United States
Frequently asked questions
How many fans does 23andMe have in United States?
23andMe has an estimated audience of 3,286,080 people in United States, concentrated in California and Texas.
What is the gender split and age of 23andMe fans?
66.3% of 23andMe fans are female, 33.7% are male, with an average age of 42.6 years.
Which brands do 23andMe fans like most?
23andMe fans show strongest brand affinity for Rita Hayworth (33.77×), Ritchie Valens (31.43×), and Rita Moreno (28.84×) over the country average.
Where do 23andMe fans live in United States?
23andMe fans in United States are most concentrated in California (reach 530,390), Texas (reach 262,635), and Florida (reach 213,088). These three regions account for the largest share of the active audience.
What other brands do 23andMe fans also like?
Beyond 23andMe itself, the audience over-indexes on Ritchie Valens (31.43×), Rita Moreno (28.84×), Roberto Clemente (27.16×), and Erik Estrada (32.73×) compared to the United States average.
How to read this data
Audience size is the estimated number of people in United States who actively search for 23andMe. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.