Rascasse Audience Intelligence

Aetna Target Market in United States

A data profile of the people who buy, follow and care about Aetna in United States — modelled from more than twelve digital signal sources. Aetna has an estimated audience of 5,617,732 people in United States.

#5among Insurances in United States#622among Brand in United States#559in Business & Career

The average Aetna fan in United States is 48.2 years old, more female, and lives primarily in Florida.

The audience is concentrated in Florida, Texas, California.

Top brand affinities include New Heliopolis City, Tennessee Lady Volunteers basketball, Hostelling International, with strongest over-indexing on New Heliopolis City (5320× the country average).

Demographically, the Aetna audience skews more female with an average age of 48.2, and over-indexes on personality traits such as Travelling, Career Orientation.

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

The typical Aetna fan in United States is more female, around 48.2 years old, with strong Travelling tendencies and a notable affinity for New Heliopolis City.

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

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 Aetna profile in United States.

Audience size
5.6M
in United States
Gender
58.7%♀
41.3% male
Age
48.2
average years
Country rank
#6032
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Aetna

58.7% are female, 41.3% are male, average age 48.2.

Fig. 02

Gender split

58.7%
Female
41.3%
Male
Demographic split for Aetna audience in United States
MetricValue
Female58.7%
Male41.3%
Average age48.2
Estimated audience size5,617,732
Fig. 03

Age distribution

Ø 48.2
average years
Age distribution of the Aetna audience in United States
Age bracketShare%
16-199%
20-2910%
30-3912%
40-4917%
50+52%
Fig. 04

Worldwide distribution

68.0%

of the worldwide Aetna audience comes from United States.

Worldwide audience distribution share by country for Aetna
CountryShare
United States68.0%
Hungary3.5%
France3.3%
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 Aetna audience in United States is strongest.

Fig. 05

Top regions by affinity

Aetna customers by region in United States
#RegionReachAffinity×
01New Jersey~300K2.43×
02Connecticut~100K1.87×
03Washington, District of Columbia~30K1.62×
04Delaware~30K1.62×
05Florida~600K1.57×
06Georgia~300K1.55×
07New York~500K1.50×
08Virginia~200K1.47×
09Pennsylvania~300K1.44×
10Alaska~20K1.44×
11North Carolina~200K1.43×
12Illinois~300K1.40×
13Maine~30K1.31×
14Maryland~100K1.26×
15Kansas~60K1.24×
16Utah~60K1.18×
17Texas~600K1.15×
18Missouri~100K1.15×
19Washington~100K1.12×
20West Virginia~30K1.11×
21Arizona~100K1.06×
22Ohio~200K1.05×
23Nevada~60K1.05×
24Colorado~80K0.94×
25Louisiana~70K0.93×
26Massachusetts~100K0.92×
27South Carolina~80K0.90×
28Nebraska~30K0.89×
29California~500K0.87×
30Rhode Island~20K0.85×
31New Hampshire~20K0.81×
32Kentucky~60K0.78×
33Oklahoma~50K0.78×
34Tennessee~90K0.77×
35Idaho~20K0.76×
36Arkansas~30K0.74×
37Michigan~100K0.73×
38Oregon~50K0.71×
39Iowa~30K0.71×
40Mississippi~30K0.70×
41Alabama~50K0.63×
42Indiana~60K0.62×
43Vermont~6K0.56×
44Montana~8K0.54×
45South Dakota~7K0.53×
46Minnesota~40K0.51×
47Wisconsin~40K0.47×
48North Dakota~5K0.42×
49New Mexico~10K0.39×
50Hawaii~7K0.30×
Fig. 06

Affinity by region

Affinity by region — Aetna, United States
0.30×1.00×2.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Aetna audience
#·InterestCategoryAffinity×
01New Heliopolis CityTravel & Leisure5320.00×
02Tennessee Lady Volunteers basketballSports333.82×
03Thandie NewtonMovies & TV29.32×
04Antony StarrMovies & TV28.91×
05Laz AlonsoMovies & TV28.91×
06HumanaHealth27.38×
07Laura DernMovies & TV27.31×
08Anjelica HustonMovies & TV25.49×
09Hostelling InternationalTravel & Leisure24.88×
10Kaiser PermanenteBusiness & Career22.45×
11Mutual of OmahaBusiness & Career22.02×
12CignaBusiness & Career20.29×
13CheapOairTravel & Leisure16.21×
14TransUnionTechnology & Electronics15.64×
15AsanaTechnology & Electronics14.82×
16DocuSignTechnology & Electronics13.50×
17EquinoxPolitics & Society10.37×
18Travel agencyTravel & Leisure8.73×
19Bank of AmericaBusiness & Career7.55×
20WeekBusiness & Career4.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Aetna 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 Aetna audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.40×
Career OrientationPOWER1.81×
Quality AwarenessPREMIUM1.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Aetna audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.83×
Luxury OrientationPREMIUM1.01×
Sports ActivityPOWER1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Aetna's target market in United States?

Aetna's target market in United States covers an estimated 5,617,732 people, concentrated in Florida and Texas.

02

What is the gender split and age of Aetna customers?

58.7% of the Aetna audience are female, 41.3% are male, with an average age of 48.2 years.

03

Which brands do Aetna fans like most?

Aetna fans show strongest brand affinity for New Heliopolis City (5320×), Tennessee Lady Volunteers basketball (333.82×), and Hostelling International (24.88×) over the country average.

04

Where do Aetna fans live in United States?

Aetna fans in United States are most concentrated in Florida (reach ~600K), Texas (reach ~600K), and California (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Aetna fans also like?

Beyond Aetna itself, the audience over-indexes on Tennessee Lady Volunteers basketball (333.82×), Hostelling International (24.88×), Kaiser Permanente (22.45×), and Bank of America (7.55×) compared to the United States average.

Appendix

Explore more audiences

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

More Insurances audiences in United States

See Aetna audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Aetna. 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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