Rascasse Audience Intelligence

23andMe Audience in United States

A data profile of the people who buy, follow and care about 23andMe in United States — modelled from more than twelve digital signal sources. 23andMe has an estimated audience of 3,151,304 people in United States.

#281among Website / Newspaper / Magazine in United States#378in Health

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 Xavier Becerra, Ruben Gallego, Ritchie Valens, with strongest over-indexing on Xavier Becerra (33.55× 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 Community Orientation, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical 23andMe fan in United States is more female, around 42.6 years old, with strong Community Orientation tendencies and a notable affinity for Xavier Becerra.

Category: Health · Type: Website / Newspaper / Magazine

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the 23andMe profile in United States.

Audience size
3.2M
in United States
Gender
66.3%♀
33.7% male
Age
42.6
average years
Country rank
#9872
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of 23andMe

66.3% are female, 33.7% are male, average age 42.6.

Fig. 02

Gender split

66.3%
Female
33.7%
Male
Demographic split for 23andMe audience in United States
MetricValue
Female66.3%
Male33.7%
Average age42.6
Estimated audience size3,151,304
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the 23andMe audience in United States
Age bracketShare%
16-1914%
20-2916%
30-3919%
40-4922%
50+29%
Fig. 04

Worldwide distribution

54.0%

of the worldwide 23andMe audience comes from United States.

Worldwide audience distribution share by country for 23andMe
CountryShare
United States54.0%
United Kingdom6.5%
China5.6%
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

Where the 23andMe audience in United States is strongest.

Fig. 05

Top regions by affinity

23andMe fans by region: top regions in United States
#RegionReachAffinity×
01Washington~90K1.42×
02Oregon~50K1.40×
03California~500K1.31×
04Alaska~9K1.25×
05Hawaii~20K1.18×
06Maine~10K1.16×
07New Hampshire~10K1.14×
08Massachusetts~70K1.10×
09Colorado~60K1.10×
10Oklahoma~40K1.09×
11Nevada~30K1.08×
12Montana~10K1.07×
13Washington, District of Columbia~10K1.06×
14Vermont~6K1.06×
15Connecticut~30K1.04×
16Idaho~20K1.03×
17Virginia~80K1.02×
18West Virginia~20K1.01×
19North Carolina~100K1.00×
20Missouri~50K1.00×
21Arkansas~30K0.99×
22New Mexico~20K0.99×
23Tennessee~60K0.97×
24Minnesota~50K0.97×
25Arizona~60K0.96×
26Maryland~50K0.96×
27Kansas~20K0.96×
28Rhode Island~10K0.96×
29New York~200K0.95×
30Utah~30K0.95×
31Florida~200K0.94×
32Michigan~80K0.94×
33Indiana~60K0.94×
34Wisconsin~50K0.94×
35Kentucky~40K0.94×
36South Carolina~50K0.93×
37Pennsylvania~100K0.92×
38Georgia~90K0.92×
39Iowa~20K0.92×
40Ohio~90K0.91×
41New Jersey~80K0.91×
42North Dakota~6K0.90×
43Illinois~100K0.89×
44Louisiana~40K0.89×
45Texas~200K0.87×
46Delaware~8K0.87×
47Nebraska~10K0.86×
48South Dakota~6K0.85×
49Alabama~40K0.82×
50Mississippi~20K0.79×
Fig. 06

Affinity by region

Affinity by region — 23andMe, United States
0.79×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the 23andMe audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for 23andMe audience
#·InterestCategoryAffinity×
01Family Tree DNAKids & Family38.00×
02Cesar RomeroMovies & TV36.67×
03Ruben GallegoPolitics & Society33.85×
04Rita HayworthMovies & TV33.77×
05Xavier BecerraPolitics & Society33.55×
06Erik EstradaMovies & TV32.73×
07Ritchie ValensMusic & Radio31.43×
08Zack de la RochaMusic & Radio31.23×
09Fernando ValenzuelaSports30.95×
10Rita MorenoMovies & TV28.84×
11CharoMusic & Radio27.50×
12Roberto ClementeSports27.16×
13MyHeritageKids & Family27.02×
14Sonia SotomayorPolitics & Society25.38×
15Edward James OlmosMovies & TV24.00×
16Rosie PerezMovies & TV20.74×
17Eva MendesMovies & TV11.62×
18Eva LongoriaMovies & TV10.51×
19GenealogyHealth9.66×
20Madea's Class ReunionMovies & TV4.73×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the 23andMe audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by 23andMe audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.91×
Need for SecurityCONSERVATISM1.84×
MindfulnessBALANCE1.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by 23andMe audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.83×
IndulgenceJOY0.91×
Design AffinityPREMIUM1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does 23andMe have in United States?

23andMe has an estimated audience of 3,151,304 people in United States, concentrated in California and Texas.

02

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.

03

Which brands do 23andMe fans like most?

23andMe fans show strongest brand affinity for Xavier Becerra (33.55×), Ruben Gallego (33.85×), and Ritchie Valens (31.43×) over the country average.

04

Where do 23andMe fans live in United States?

23andMe fans in United States are most concentrated in California (reach ~500K), Texas (reach ~200K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do 23andMe fans also like?

Beyond 23andMe itself, the audience over-indexes on Ruben Gallego (33.85×), Ritchie Valens (31.43×), Rita Hayworth (33.77×), and Cesar Romero (36.67×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Health audiences in United States

See 23andMe audiences in other countries

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.

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