Rascasse Audience Intelligence

Behavior Audience in United States

A data profile of the people who buy, follow and care about Behavior in United States — modelled from more than twelve digital signal sources. Behavior has an estimated audience of 37,447,053 people in United States.

#456among Topic in United States#93in Business & Career

The average Behavior fan in United States is 41.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Genetics, Real property, Dentistry, with strongest over-indexing on Genetics (2.06× the country average).

Demographically, the Behavior audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Community Orientation, Patriotism.

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

The typical Behavior fan in United States is more female, around 41.5 years old, with strong Community Orientation tendencies and a notable affinity for Genetics.

Category: Business & Career · Type: Topic

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 Behavior profile in United States.

Audience size
37.4M
in United States
Gender
62.0%♀
38.0% male
Age
41.5
average years
Country rank
#639
Topic in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Behavior fans

62.0% are female, 38.0% are male, average age 41.5.

Fig. 02

Gender split

62.0%
Female
38.0%
Male
Demographic split for Behavior audience in United States
MetricValue
Female62.0%
Male38.0%
Average age41.5
Estimated audience size37,447,053
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Behavior audience in United States
Age bracketShare%
16-1916%
20-2916%
30-3920%
40-4923%
50+25%
Fig. 04

Worldwide distribution

26.3%

of the worldwide Behavior audience comes from United States.

Worldwide audience distribution share by country for Behavior
CountryShare
United States26.3%
Italy5.7%
Brazil5.1%
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 Behavior audience in United States is strongest.

Fig. 05

Top regions by affinity

Behavior fans by region: top regions in United States
#RegionReachAffinity×
01California~5M1.17×
02Florida~3M1.16×
03New Mexico~200K1.16×
04Georgia~1.5M1.14×
05Louisiana~500K1.13×
06Texas~3.5M1.12×
07Oklahoma~500K1.12×
08Mississippi~300K1.12×
09Virginia~1M1.11×
10Maryland~700K1.09×
11South Carolina~600K1.09×
12Arkansas~300K1.08×
13Indiana~700K1.07×
14North Carolina~1M1.06×
15Arizona~800K1.06×
16Washington~800K1.04×
17Kentucky~500K1.04×
18Kansas~300K1.04×
19Oregon~400K1.03×
20West Virginia~200K1.03×
21Utah~300K1.02×
22Pennsylvania~1.5M1.01×
23Michigan~1M1.01×
24Missouri~600K1.01×
25Alabama~500K1.01×
26Illinois~1M1.00×
27Nevada~400K1.00×
28Tennessee~700K0.99×
29New York~2M0.98×
30Iowa~300K0.98×
31Idaho~200K0.98×
32New Jersey~900K0.97×
33Connecticut~400K0.97×
34Alaska~80K0.97×
35Ohio~1M0.96×
36North Dakota~70K0.96×
37Minnesota~500K0.95×
38Hawaii~200K0.95×
39Massachusetts~700K0.94×
40Maine~100K0.94×
41Washington, District of Columbia~100K0.94×
42Colorado~500K0.93×
43Delaware~100K0.93×
44Nebraska~200K0.91×
45Rhode Island~100K0.91×
46Wisconsin~500K0.89×
47New Hampshire~100K0.88×
48South Dakota~80K0.87×
49Vermont~60K0.87×
50Montana~90K0.85×
Fig. 06

Affinity by region

Affinity by region — Behavior, United States
0.85×1.00×1.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Behavior audience
#·InterestCategoryAffinity×
01Real propertyHome & Garden2.23×
02HormoneHealth2.19×
03GeneticsKids & Family2.06×
04Non-alcoholic beverageFood & Beverages1.92×
05Made in USABusiness & Career1.90×
06Breast Cancer awarenessHealth1.82×
07DentistryBusiness & Career1.81×
08Robert RedfordMovies & TV1.76×
09Microwave ovenHome & Garden1.71×
10Britney SpearsMusic & Radio1.67×
11Preventive healthcareHealth1.66×
12LibraryLiterature1.65×
13True crimeMovies & TV1.61×
14New York PostNews1.59×
15Ace HardwareHome & Garden1.58×
16NostalgiaHome & Garden1.57×
17Stress (biology)Health1.56×
18Subscription business modelShopping1.55×
19Catholic ChurchPolitics & Society1.54×
20LinuxTechnology & Electronics1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Behavior 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 Behavior audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.33×
PatriotismCONSERVATISM1.33×
SpiritualityBALANCE1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Behavior audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.79×
Luxury OrientationPREMIUM0.80×
Design AffinityPREMIUM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Behavior have in United States?

Behavior has an estimated audience of 37,447,053 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Behavior fans?

62.0% of Behavior fans are female, 38.0% are male, with an average age of 41.5 years.

03

Which brands do Behavior fans like most?

Behavior fans show strongest brand affinity for Genetics (2.06×), Real property (2.23×), and Dentistry (1.81×) over the country average.

04

Where do Behavior fans live in United States?

Behavior fans in United States are most concentrated in California (reach ~5M), Texas (reach ~3.5M), and Florida (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Behavior fans also like?

Beyond Behavior itself, the audience over-indexes on Real property (2.23×), Dentistry (1.81×), Made in USA (1.9×), and Subscription business model (1.55×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Behavior audiences in other countries

How to read this data

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