Business Insider Audience in United States
Business Insider has an estimated audience of 331,226 people in United States. 42.7% are female, 57.3% are male, average age 37.5. Top regions: California, New York, Texas. Top brand affinities: Online newspaper, LA Fitness, Yahoo! Finance, MSN, Expensive Taste.
The average Business Insider fan in United States is 37.5 years old, more male, and lives primarily in California. The audience is concentrated in California, New York, Texas. Top brand affinities include Online newspaper, LA Fitness, Yahoo! Finance, with strongest over-indexing on Online newspaper (3.31× the country average). Demographically, the Business Insider audience skews more male with an average age of 37.5, and over-indexes on personality traits such as Early Adopter Mentality, 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: Website / Newspaper / Magazine · Subtype: Business news
Demographics of Business Insider fans
| Metric | Value |
|---|---|
| Female | 42.7% |
| Male | 57.3% |
| Average age | 37.5 |
| Estimated audience size | 331,226 |
Audience persona
The typical Business Insider fan in United States is more male, around 37.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Online newspaper.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 59,646 | 1.64× |
| New York | 41,093 | 2.22× |
| Texas | 28,229 | 0.99× |
| Florida | 23,262 | 1.04× |
| New Jersey | 13,651 | 1.62× |
| Illinois | 12,789 | 1.16× |
| Pennsylvania | 11,854 | 1.06× |
| Virginia | 11,772 | 1.46× |
| Massachusetts | 10,747 | 1.65× |
| Washington | 10,126 | 1.52× |
| North Carolina | 9,585 | 0.96× |
| Ohio | 8,821 | 0.86× |
| Georgia | 8,658 | 0.85× |
| Michigan | 7,254 | 0.84× |
| Colorado | 6,865 | 1.32× |
| Maryland | 6,726 | 1.18× |
| Arizona | 6,364 | 0.94× |
| Connecticut | 4,959 | 1.49× |
| Indiana | 4,565 | 0.75× |
| Minnesota | 4,547 | 0.96× |
| South Carolina | 4,544 | 0.91× |
| Tennessee | 4,500 | 0.68× |
| Oregon | 4,390 | 1.16× |
| Wisconsin | 4,321 | 0.87× |
| Missouri | 3,833 | 0.72× |
| Nevada | 2,821 | 0.88× |
| Alabama | 2,761 | 0.6× |
| Utah | 2,561 | 0.86× |
| Louisiana | 2,430 | 0.57× |
| Washington, District of Columbia | 2,416 | 2.43× |
| Kentucky | 2,306 | 0.56× |
| Arkansas | 2,289 | 0.84× |
| Kansas | 2,227 | 0.85× |
| Hawaii | 1,911 | 1.34× |
| Oklahoma | 1,897 | 0.52× |
| New Hampshire | 1,789 | 1.37× |
| Iowa | 1,625 | 0.6× |
| Mississippi | 1,388 | 0.51× |
| New Mexico | 1,367 | 0.82× |
| Idaho | 1,329 | 0.8× |
| Rhode Island | 1,121 | 1.06× |
| Maine | 1,057 | 0.89× |
| Montana | 975 | 1.06× |
| Nebraska | 820 | 0.49× |
| Delaware | 706 | 0.77× |
| West Virginia | 598 | 0.39× |
| Vermont | 592 | 1.02× |
| Wyoming | 584 | 1.19× |
| South Dakota | 522 | 0.68× |
| Alaska | 427 | 0.6× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Online newspaper | 3.31× | News |
| LA Fitness | 3.12× | Sports |
| Yahoo! Finance | 2.23× | Business & Career |
| MSN | 1.57× | News |
| Expensive Taste | 3.07× | Business & Career |
| Western wear | 2.1× | Fashion & Accessoires |
| Mortgage calculator | 2.42× | Home & Garden |
| CNBC | 2.68× | Movies & TV |
| Chase (bank) | 1.76× | Business & Career |
| Enterprise Rent-A-Car | 2.08× | Cars & Mobility |
| Home Renovations | 2.66× | Home & Garden |
| New York Post | 2.14× | News |
| YouTube Music | 1.76× | Internet & Social Media |
| Affiliate | 1.52× | Internet & Social Media |
| NBC News | 1.54× | Movies & TV |
| USA Today | 1.65× | News |
| CBS Sports | 1.56× | Movies & TV |
| Newsweek | 2.52× | News |
| Golf Channel | 1.66× | Sports |
| Daily Mail | 1.55× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 1.52 |
| Need for Security | CONSERVATISM | 1.31 |
| Risk Appetite | THRILL | 1.24 |
| Convenience Orientation | PREMIUM | 1.2 |
| Career Orientation | POWER | 1.13 |
| Quality Awareness | PREMIUM | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 13.9% |
| Germany | 13.3% |
| India | 13.3% |
See Business Insider audiences in other countries
More Business news audiences in United States
- Yahoo! Finance (43,858,964)
- Forbes (19,460,904)
- The Economist (8,988,511)
- Harvard Business Review (2,388,835)
- Academic journal (206,209)
Frequently asked questions
How many fans does Business Insider have in United States?
Business Insider has an estimated audience of 331,226 people in United States, concentrated in California and New York.
What is the gender split and age of Business Insider fans?
42.7% of Business Insider fans are female, 57.3% are male, with an average age of 37.5 years.
Which brands do Business Insider fans like most?
Business Insider fans show strongest brand affinity for Online newspaper (3.31×), LA Fitness (3.12×), and Yahoo! Finance (2.23×) over the country average.
Where do Business Insider fans live in United States?
Business Insider fans in United States are most concentrated in California (reach 59,646), New York (reach 41,093), and Texas (reach 28,229). These three regions account for the largest share of the active audience.
What other brands do Business Insider fans also like?
Beyond Business Insider itself, the audience over-indexes on LA Fitness (3.12×), Yahoo! Finance (2.23×), MSN (1.57×), and Expensive Taste (3.07×) 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 Business Insider. 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.