Auto-Owners Insurance Audience in United States

Auto-Owners Insurance logo

Auto-Owners Insurance has an estimated audience of 1,532,599 people in United States. 36.4% are female, 63.6% are male, average age 42.2. Top regions: Michigan, Georgia, North Carolina. Top brand affinities: Progressive Corporation, Allstate, State Farm Insurance, GEICO, Liberty Mutual.

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, Georgia, North Carolina. Top brand affinities include Progressive Corporation, Allstate, State Farm Insurance, 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 Quality Awareness, Need for Security. 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 · Subtype: Insurances

Demographics of Auto-Owners Insurance fans

Demographic split for Auto-Owners Insurance audience in United States
MetricValue
Female36.4%
Male63.6%
Average age42.2
Estimated audience size1,532,599

Audience persona

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

Top regions in United States

Top regions ranked by reach for Auto-Owners Insurance in United States
RegionReachAffinity
Michigan188,3454.7×
Georgia110,3822.34×
North Carolina104,1312.26×
Florida101,8060.98×
Ohio67,0371.42×
Indiana66,8392.39×
Illinois63,1271.24×
Tennessee53,0601.73×
South Carolina52,5512.28×
Minnesota45,7722.08×
Missouri41,1601.67×
Virginia37,4781×
New York36,1850.42×
Kentucky36,0501.88×
Wisconsin35,8491.55×
California34,3190.2×
Texas34,2230.26×
Pennsylvania34,1510.66×
Alabama32,7061.53×
Arizona29,0670.93×
Iowa25,7342.04×
Utah19,5041.42×
Arkansas18,3021.45×
Colorado17,7790.74×
Kansas17,0211.41×
Idaho14,7981.93×
Nebraska13,8881.81×
New Jersey8,8460.23×
Maryland7,2040.27×
Washington6,0290.2×
Massachusetts5,8700.19×
Louisiana5,5570.28×
South Dakota5,3211.5×
North Dakota5,1921.65×
Mississippi4,6130.37×
Nevada4,4770.3×
Oklahoma4,3810.26×
Connecticut4,3220.28×
Oregon3,6330.21×
West Virginia2,2800.32×
Maine1,6280.3×
New Mexico1,5890.21×
New Hampshire1,3950.23×
Montana1,3890.33×
Hawaii1,1200.17×
Rhode Island1,0640.22×
Washington, District of Columbia1,0460.23×
Delaware1,0310.24×
Vermont8760.33×
Wyoming5740.25×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Auto-Owners Insurance audience
BrandAffinityCategory
Progressive Corporation12.83×Business & Career
Allstate11.26×Business & Career
State Farm Insurance10.46×Business & Career
GEICO5.08×Business & Career
Liberty Mutual8.77×Business & Career
Liability insurance11.06×Business & Career
AutoZone2.04×Cars & Mobility
CarMax2.8×Cars & Mobility
Nationwide Mutual Insurance Company9.72×Business & Career
T-Mobile1.71×Technology & Electronics
Insurance policy4.32×Business & Career
Insurance1.62×Business & Career
Chase (bank)2.06×Business & Career
SUVs1.69×Cars & Mobility
The Hartford9.64×Business & Career
The UPS Store1.94×Shopping
FIFA World Cup1.66×Sports
Craigslist1.75×Shopping
Industry1.66×Business & Career
Dollar General1.6×Shopping

Psychographic profile

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

Top personality traits over-indexed by Auto-Owners Insurance audience
TraitClusterScore
Quality AwarenessPREMIUM1.71
Need for SecurityCONSERVATISM1.33
Social Media UsageJOY1.12
Career OrientationPOWER1.02
ExtroversionTHRILL1.01
PatriotismCONSERVATISM1.01

Worldwide distribution

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

See Auto-Owners Insurance audiences in other countries

More Insurances audiences in United States

Frequently asked questions

How many fans does Auto-Owners Insurance have in United States?

Auto-Owners Insurance has an estimated audience of 1,532,599 people in United States, concentrated in Michigan and Georgia.

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

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

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 State Farm Insurance (10.46×) over the country average.

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

Auto-Owners Insurance fans in United States are most concentrated in Michigan (reach 188,345), Georgia (reach 110,382), and North Carolina (reach 104,131). These three regions account for the largest share of the active audience.

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

Beyond Auto-Owners Insurance itself, the audience over-indexes on Allstate (11.26×), State Farm Insurance (10.46×), GEICO (5.08×), and Liberty Mutual (8.77×) 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 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.