Rascasse Audience Intelligence

American Family Insurance Target Market in United States

Name: American Family Insurance — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about American Family Insurance in United States — modelled from more than twelve digital signal sources. American Family Insurance has an estimated audience of 2,432,888 people in United States.

#1221among Brand in United States #960in Business & Career

The average American Family Insurance fan in United States is 40.3 years old, balanced, and lives primarily in Wisconsin.

The audience is concentrated in Wisconsin, Missouri, Minnesota.

Top brand affinities include Progressive Corporation, Madison, Wisconsin, TransUnion, with strongest over-indexing on Progressive Corporation (6.5× the country average).

Demographically, the American Family Insurance audience skews balanced with an average age of 40.3, and over-indexes on personality traits such as Tradition, 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 American Family Insurance fan in United States is balanced, around 40.3 years old, with strong Tradition tendencies and a notable affinity for Progressive Corporation.

Category: Business & Career · Type: Brand

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 American Family Insurance profile in United States.

Audience size

2.4M

in United States

Gender

46.6%♀

53.4% male

Age

40.3

average years

Country rank

#12165

Brand in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of American Family Insurance

46.6% are female, 53.4% are male, average age 40.3.

Fig. 02

Gender split

46.6%

Female

53.4%

Male

Demographic split for American Family Insurance audience in United States
Metric	Value
Female	46.6%
Male	53.4%
Average age	40.3
Estimated audience size	2,432,888

Fig. 03

Age distribution

Age distribution of the American Family Insurance audience in United States
Age bracket	Share	%
16-19		17%
20-29		18%
30-39		20%
40-49		23%
50+		22%

Fig. 04

Worldwide distribution

97.2%

of the worldwide American Family Insurance audience comes from United States.

Worldwide audience distribution share by country for American Family Insurance
Country	Share
United States	97.2%
India	0.8%
United Kingdom	0.6%

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 American Family Insurance audience in United States is strongest.

Fig. 05

Top regions by affinity

American Family Insurance customers by region in United States
#	Region	Reach	×
01	Wisconsin	~200K	5.99×
02	Kansas	~90K	4.56×
03	North Dakota	~20K	3.82×
04	Missouri	~100K	3.75×
05	Minnesota	~100K	3.69×
06	South Dakota	~20K	3.57×
07	Nebraska	~40K	3.17×
08	Iowa	~50K	2.63×
09	Colorado	~80K	2.03×
10	Arizona	~80K	1.61×
11	Nevada	~40K	1.61×
12	Illinois	~100K	1.53×
13	Utah	~30K	1.49×
14	Idaho	~20K	1.40×
15	Indiana	~60K	1.34×
16	Washington	~60K	1.32×
17	Oregon	~30K	1.13×
18	Georgia	~70K	0.92×
19	Ohio	~60K	0.84×
20	Alaska	~2K	0.44×
21	Vermont	~2K	0.42×
22	Montana	~3K	0.38×
23	Maine	~3K	0.36×
24	Rhode Island	~3K	0.35×
25	West Virginia	~4K	0.33×
26	Delaware	~2K	0.33×
27	New Hampshire	~3K	0.31×
28	Hawaii	~3K	0.30×
29	California	~80K	0.29×
30	New Mexico	~3K	0.28×
31	Washington, District of Columbia	~2K	0.28×
32	Mississippi	~5K	0.26×
33	Oklahoma	~7K	0.25×
34	Arkansas	~5K	0.25×
35	Kentucky	~7K	0.22×
36	South Carolina	~7K	0.21×
37	Louisiana	~6K	0.20×
38	Connecticut	~5K	0.20×
39	Alabama	~6K	0.19×
40	Texas	~40K	0.17×
41	Tennessee	~8K	0.17×
42	Michigan	~10K	0.16×
43	Massachusetts	~7K	0.16×
44	Maryland	~7K	0.16×
45	North Carolina	~10K	0.15×
46	Virginia	~9K	0.15×
47	Florida	~20K	0.14×
48	Pennsylvania	~10K	0.14×
49	New Jersey	~9K	0.14×
50	New York	~20K	0.13×

Affinity by region — American Family Insurance, United States

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for American Family Insurance audience
#	Interest	Category	×
01	OnStar	Cars & Mobility	16.43×
02	Madison, Wisconsin	Travel & Leisure	13.82×
03	Microsoft Store	Technology & Electronics	13.40×
04	The Hartford	Business & Career	11.73×
05	TransUnion	Technology & Electronics	11.01×
06	Turo	Cars & Mobility	9.91×
07	Progressive Corporation	Business & Career	6.50×
08	Dice	Games	6.06×
09	Atlas	Music & Radio	5.69×
10	Allstate	Business & Career	4.98×
11	Office Depot	Shopping	3.95×
12	The UPS Store	Shopping	3.13×
13	Wells Fargo	Business & Career	3.03×
14	verizon	Technology & Electronics	2.63×
15	AutoZone	Cars & Mobility	2.48×
16	Midwestern United States	Travel & Leisure	2.34×
17	Best Buy	Shopping	2.18×
18	T-Mobile	Technology & Electronics	2.04×
19	Bank of America	Business & Career	2.00×
20	Insurance	Business & Career	1.88×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the American Family Insurance 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 American Family Insurance audience · What stands out
Trait	Cluster	Score
Tradition	CONSERVATISM	1.55×
Need for Security	CONSERVATISM	1.39×
Convenience Orientation	PREMIUM	1.29×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by American Family Insurance audience · Rather not
Trait	Cluster	Score
Luxury Orientation	PREMIUM	0.78×
Design Affinity	PREMIUM	0.79×
Mindfulness	BALANCE	0.91×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is American Family Insurance's target market in United States?

American Family Insurance's target market in United States covers an estimated 2,432,888 people, concentrated in Wisconsin and Missouri.

What is the gender split and age of American Family Insurance customers?

46.6% of the American Family Insurance audience are female, 53.4% are male, with an average age of 40.3 years.

Which brands do American Family Insurance fans like most?

American Family Insurance fans show strongest brand affinity for Progressive Corporation (6.5×), Madison, Wisconsin (13.82×), and TransUnion (11.01×) over the country average.

Where do American Family Insurance fans live in United States?

American Family Insurance fans in United States are most concentrated in Wisconsin (reach ~200K), Missouri (reach ~100K), and Minnesota (reach ~100K). These three regions account for the largest share of the active audience.

What other brands do American Family Insurance fans also like?

Beyond American Family Insurance itself, the audience over-indexes on Madison, Wisconsin (13.82×), TransUnion (11.01×), Wells Fargo (3.03×), and Turo (9.91×) compared to the United States average.

Appendix

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How to read this data

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