Rascasse Audience Intelligence

Baidu Audience in United States

A data profile of the people who buy, follow and care about Baidu in United States — modelled from more than twelve digital signal sources. Baidu has an estimated audience of 2,088,164 people in United States.

#5among Search engine in United States#420among Website / Newspaper / Magazine in United States#168in Internet & Social Media

The average Baidu fan in United States is 41.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Mitú, Taobao, Priyanka Chopra, with strongest over-indexing on Mitú (17.07× the country average).

Demographically, the Baidu audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Creativity, Quality Awareness.

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

The typical Baidu fan in United States is more female, around 41.3 years old, with strong Creativity tendencies and a notable affinity for Mitú.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Search engine

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 Baidu profile in United States.

Audience size
2.1M
in United States
Gender
79.6%♀
20.4% male
Age
41.3
average years
Country rank
#13770
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

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

Audience demographics of Baidu

79.6% are female, 20.4% are male, average age 41.3.

Fig. 02

Gender split

79.6%
Female
20.4%
Male
Demographic split for Baidu audience in United States
MetricValue
Female79.6%
Male20.4%
Average age41.3
Estimated audience size2,088,164
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Baidu audience in United States
Age bracketShare%
16-1918%
20-2917%
30-3917%
40-4920%
50+28%
Fig. 04

Worldwide distribution

2.3%

of the worldwide Baidu audience comes from United States.

Worldwide audience distribution share by country for Baidu
CountryShare
China89.8%
United States2.3%
Japan1.4%
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 Baidu audience in United States is strongest.

Fig. 05

Top regions by affinity

Baidu fans by region: top regions in United States
#RegionReachAffinity×
01California~1M5.15×
02Washington~100K3.13×
03Washington, District of Columbia~10K2.38×
04New York~300K2.19×
05Massachusetts~90K2.17×
06Oregon~50K1.99×
07New Jersey~90K1.76×
08Nevada~30K1.63×
09Maryland~50K1.47×
10Hawaii~10K1.36×
11Illinois~90K1.23×
12Virginia~60K1.21×
13Arizona~50K1.16×
14Delaware~6K1.06×
15Utah~20K1.05×
16Connecticut~20K1.04×
17Pennsylvania~70K0.98×
18Texas~200K0.95×
19Georgia~60K0.95×
20Missouri~30K0.84×
21Michigan~50K0.83×
22Rhode Island~5K0.81×
23Minnesota~20K0.80×
24North Carolina~50K0.79×
25Indiana~30K0.79×
26Wisconsin~20K0.79×
27Alabama~20K0.79×
28Ohio~50K0.78×
29Kansas~10K0.68×
30Idaho~7K0.67×
31Nebraska~7K0.66×
32Colorado~20K0.65×
33Alaska~3K0.65×
34Louisiana~20K0.63×
35New Hampshire~5K0.63×
36Vermont~2K0.63×
37Florida~90K0.62×
38Iowa~10K0.62×
39North Dakota~3K0.60×
40South Dakota~3K0.59×
41Oklahoma~10K0.58×
42Kentucky~10K0.57×
43South Carolina~20K0.55×
44Montana~3K0.55×
45Maine~4K0.52×
46New Mexico~5K0.51×
47West Virginia~5K0.50×
48Arkansas~8K0.49×
49Tennessee~20K0.45×
50Mississippi~8K0.44×
Fig. 06

Affinity by region

Affinity by region — Baidu, United States
0.44×1.00×5.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Baidu audience
#·InterestCategoryAffinity×
01Now TVMovies & TV38.63×
02Chinese astrologyPolitics & Society37.42×
03Gong YooMovies & TV29.02×
04Michelle YeohMovies & TV28.82×
05Music of IndiaMusic & Radio28.29×
06TaobaoShopping28.28×
07Jet LiMovies & TV27.87×
08Fresh Off the BoatMovies & TV27.80×
09Chinese television dramaMovies & TV27.74×
10Padma LakshmiFashion & Accessoires27.35×
11MooncakeFood & Beverages26.88×
12Taiwanese dramaMovies & TV24.91×
13IU (singer)Music & Radio23.70×
14Daniel Dae KimMovies & TV23.46×
15Priyanka ChopraMovies & TV22.24×
16MitúTravel & Leisure17.07×
17Bruce LeeMovies & TV16.04×
18Jackie ChanMovies & TV15.50×
19Nate BargatzeMusic & Radio12.35×
20Korean dramaMovies & TV11.27×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Baidu 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 Baidu audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.48×
Quality AwarenessPREMIUM1.48×
IndulgenceJOY1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Baidu audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.78×
Risk AppetiteTHRILL0.94×
Need for SecurityCONSERVATISM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Baidu have in United States?

Baidu has an estimated audience of 2,088,164 people in United States, concentrated in California and New York.

02

What is the gender split and age of Baidu fans?

79.6% of Baidu fans are female, 20.4% are male, with an average age of 41.3 years.

03

Which brands do Baidu fans like most?

Baidu fans show strongest brand affinity for Mitú (17.07×), Taobao (28.28×), and Priyanka Chopra (22.24×) over the country average.

04

Where do Baidu fans live in United States?

Baidu fans in United States are most concentrated in California (reach ~1M), New York (reach ~300K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Baidu fans also like?

Beyond Baidu itself, the audience over-indexes on Taobao (28.28×), Priyanka Chopra (22.24×), Michelle Yeoh (28.82×), and Nate Bargatze (12.35×) compared to the United States average.

Appendix

Explore more audiences

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

More Search engine audiences in United States

See Baidu audiences in other countries

How to read this data

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