Rascasse Audience Intelligence

Auto-Owners Insurance Target Market in United States

A data profile of the people who buy, follow and care about Auto-Owners Insurance in United States — modelled from more than twelve digital signal sources. Auto-Owners Insurance has an estimated audience of 1,485,545 people in United States.

#15among Insurances in United States#1858among Brand in United States#1257in Business & Career

The average Auto-Owners Insurance fan in United States is 42.2 years old, more male, and lives primarily in Michigan.

The audience is concentrated in Michigan, North Carolina, Georgia.

Top brand affinities include Progressive Corporation, Allstate, Farmers Insurance Group, with strongest over-indexing on Progressive Corporation (12.83× the country average).

Demographically, the Auto-Owners Insurance audience skews more male with an average age of 42.2, and over-indexes on personality traits such as Need for Security, Career Orientation.

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

The typical Auto-Owners Insurance fan in United States is more male, around 42.2 years old, with strong Need for Security tendencies and a notable affinity for Progressive Corporation.

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 Auto-Owners Insurance profile in United States.

Audience size
1.5M
in United States
Gender
36.4%♀
63.6% male
Age
42.2
average years
Country rank
#17897
Brand in United States
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Auto-Owners Insurance

36.4% are female, 63.6% are male, average age 42.2.

Fig. 02

Gender split

36.4%
Female
63.6%
Male
Demographic split for Auto-Owners Insurance audience in United States
MetricValue
Female36.4%
Male63.6%
Average age42.2
Estimated audience size1,485,545
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Auto-Owners Insurance audience in United States
Age bracketShare%
16-1913%
20-2917%
30-3921%
40-4923%
50+26%
Fig. 04

Worldwide distribution

99.1%

of the worldwide Auto-Owners Insurance audience comes from United States.

Worldwide audience distribution share by country for Auto-Owners Insurance
CountryShare
United States99.1%
China0.3%
South Africa0.0%
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 Auto-Owners Insurance audience in United States is strongest.

Fig. 05

Top regions by affinity

Auto-Owners Insurance customers by region in United States
#RegionReachAffinity×
01Michigan~200K5.37×
02Indiana~70K2.49×
03North Carolina~100K2.44×
04South Carolina~50K2.31×
05Minnesota~50K2.29×
06Georgia~100K2.28×
07Kentucky~40K2.08×
08Iowa~30K2.02×
09Idaho~10K1.88×
10Missouri~40K1.74×
11Wisconsin~40K1.72×
12Tennessee~50K1.68×
13Nebraska~10K1.61×
14Ohio~70K1.53×
15Alabama~30K1.51×
16Utah~20K1.47×
17Kansas~20K1.45×
18Arkansas~20K1.38×
19Illinois~70K1.32×
20North Dakota~4K1.31×
21South Dakota~5K1.29×
22Virginia~40K1.04×
23Florida~100K0.94×
24Arizona~30K0.94×
25Alaska~3K0.81×
26Vermont~2K0.78×
27Pennsylvania~40K0.72×
28Rhode Island~4K0.72×
29Montana~3K0.70×
30Delaware~3K0.70×
31Hawaii~5K0.69×
32Colorado~20K0.67×
33New Hampshire~4K0.64×
34New Mexico~5K0.63×
35Maine~3K0.63×
36West Virginia~4K0.62×
37Washington, District of Columbia~3K0.61×
38Mississippi~7K0.56×
39Oklahoma~8K0.48×
40Louisiana~9K0.46×
41Connecticut~7K0.46×
42Nevada~7K0.45×
43Oregon~8K0.43×
44Maryland~10K0.36×
45Massachusetts~10K0.34×
46Washington~10K0.33×
47New Jersey~10K0.30×
48New York~20K0.24×
49Texas~30K0.23×
50California~30K0.18×
Fig. 06

Affinity by region

Affinity by region — Auto-Owners Insurance, United States
0.18×1.00×5.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Auto-Owners Insurance audience
#·InterestCategoryAffinity×
01Farmers Insurance GroupBusiness & Career13.28×
02Progressive CorporationBusiness & Career12.83×
03AllstateBusiness & Career11.26×
04Liability insuranceBusiness & Career11.06×
05State Farm InsuranceBusiness & Career10.46×
06Nationwide Mutual Insurance CompanyBusiness & Career9.72×
07The HartfordBusiness & Career9.64×
08Liberty MutualBusiness & Career8.77×
09GEICOBusiness & Career5.08×
10Insurance policyBusiness & Career4.32×
11CarMaxCars & Mobility2.80×
12O'Reilly Auto PartsCars & Mobility2.49×
13AutoZoneCars & Mobility2.04×
14The UPS StoreShopping1.94×
15T-MobileTechnology & Electronics1.71×
16SUVsCars & Mobility1.69×
17FIFA World CupSports1.66×
18IndustryBusiness & Career1.66×
19InsuranceBusiness & Career1.62×
20Dollar GeneralShopping1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Auto-Owners 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 Auto-Owners Insurance audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.59×
Career OrientationPOWER1.43×
TraditionCONSERVATISM1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Auto-Owners Insurance audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.80×
Design AffinityPREMIUM0.80×
CreativityOPEN0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Auto-Owners Insurance's target market in United States?

Auto-Owners Insurance's target market in United States covers an estimated 1,485,545 people, concentrated in Michigan and North Carolina.

02

What is the gender split and age of Auto-Owners Insurance customers?

36.4% of the Auto-Owners Insurance audience are female, 63.6% are male, with an average age of 42.2 years.

03

Which brands do Auto-Owners Insurance fans like most?

Auto-Owners Insurance fans show strongest brand affinity for Progressive Corporation (12.83×), Allstate (11.26×), and Farmers Insurance Group (13.28×) over the country average.

04

Where do Auto-Owners Insurance fans live in United States?

Auto-Owners Insurance fans in United States are most concentrated in Michigan (reach ~200K), North Carolina (reach ~100K), and Georgia (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Auto-Owners Insurance fans also like?

Beyond Auto-Owners Insurance itself, the audience over-indexes on Allstate (11.26×), Farmers Insurance Group (13.28×), State Farm Insurance (10.46×), and GEICO (5.08×) 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 Auto-Owners Insurance audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Auto-Owners 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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