American Family Insurance Audience in United States

American Family Insurance logo

American Family Insurance has an estimated audience of 2,395,813 people in United States. 46.6% are female, 53.4% are male, average age 40.3. Top regions: Wisconsin, Missouri, Illinois. Top brand affinities: Progressive Corporation, Madison, Wisconsin, TransUnion, Chase (bank), Wells Fargo.

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

Category: Business & Career · Type: Brand

Demographics of American Family Insurance fans

Demographic split for American Family Insurance audience in United States
MetricValue
Female46.6%
Male53.4%
Average age40.3
Estimated audience size2,395,813

Audience persona

The typical American Family Insurance fan in United States is balanced, around 40.3 years old, with strong Community Orientation tendencies and a notable affinity for Progressive Corporation.

Top regions in United States

Top regions ranked by reach for American Family Insurance in United States
RegionReachAffinity
Wisconsin206,5235.73×
Missouri143,6293.72×
Illinois135,9561.7×
Minnesota125,6263.66×
Kansas86,9484.61×
Arizona85,0361.74×
Colorado82,3532.18×
Georgia75,9151.03×
Ohio70,6590.96×
Washington66,2221.38×
Indiana62,3771.43×
Iowa51,3432.6×
Nebraska40,9753.41×
California36,5250.14×
Utah32,8351.53×
Nevada32,8221.42×
Texas32,2330.16×
Oregon31,3541.14×
Florida21,6910.13×
South Dakota18,6973.38×
North Dakota18,2043.7×
New York17,0600.13×
Idaho16,1231.34×
North Carolina8,5550.12×
Michigan8,1420.13×
Pennsylvania7,7650.1×
Virginia6,6800.11×
Tennessee6,5430.14×
New Jersey5,7360.09×
South Carolina5,7160.16×
Kentucky5,3630.18×
Massachusetts5,1530.11×
Oklahoma4,8830.18×
Alabama4,2860.13×
Maryland4,2760.1×
Arkansas3,2290.16×
Louisiana3,0240.1×
Connecticut2,6950.11×
Mississippi2,3640.12×
New Mexico1,7160.14×
Montana1,5770.24×
Wyoming1,3370.38×
Hawaii1,2010.12×
West Virginia1,0750.1×
New Hampshire9900.1×
Rhode Island8930.12×
Delaware8370.13×
Washington, District of Columbia7790.11×
Maine7020.08×
Alaska6360.12×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for American Family Insurance audience
BrandAffinityCategory
Progressive Corporation6.5×Business & Career
Madison, Wisconsin13.82×Travel & Leisure
TransUnion11.01×Technology & Electronics
Chase (bank)3.79×Business & Career
Wells Fargo3.03×Business & Career
The UPS Store3.13×Shopping
Turo9.91×Cars & Mobility
AutoZone2.48×Cars & Mobility
Atlas5.69×Music & Radio
Best Buy2.18×Shopping
Office Depot3.95×Shopping
verizon2.63×Technology & Electronics
Microsoft Store13.4×Technology & Electronics
Allstate4.98×Business & Career
T-Mobile2.04×Technology & Electronics
The Hartford11.73×Business & Career
Midwestern United States2.34×Travel & Leisure
Bank of America2×Business & Career
Insurance1.88×Business & Career
Dice6.06×Games

Psychographic profile

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

Top personality traits over-indexed by American Family Insurance audience
TraitClusterScore
Community OrientationOPEN1.29
ExtroversionTHRILL1.27
Need for SecurityCONSERVATISM1.18
Price SensitivityPREMIUM1.15
Convenience OrientationPREMIUM1.11
Social Media UsageJOY1.08

Worldwide distribution

Worldwide audience distribution share by country for American Family Insurance
CountryShare
United States97.2%
India0.8%
United Kingdom0.6%

See American Family Insurance audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does American Family Insurance have in United States?

American Family Insurance has an estimated audience of 2,395,813 people in United States, concentrated in Wisconsin and Missouri.

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

46.6% of American Family Insurance fans 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 206,523), Missouri (reach 143,629), and Illinois (reach 135,956). 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×), Chase (bank) (3.79×), and Wells Fargo (3.03×) 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 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.