Rascasse Audience Intelligence

Business Insider Audience in United States

A data profile of the people who buy, follow and care about Business Insider in United States — modelled from more than twelve digital signal sources. Business Insider has an estimated audience of 331,226 people in United States.

#5among Business news in United States#1504among Website / Newspaper / Magazine in United States#2814in Business & Career

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 Indulgence, Career Orientation.

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

The typical Business Insider fan in United States is more male, around 37.5 years old, with strong Indulgence tendencies and a notable affinity for Online newspaper.

Category: Business & Career · Type: Website / Newspaper / Magazine · Subtype: Business news

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 Business Insider profile in United States.

Audience size
331K
in United States
Gender
42.7%♀
57.3% male
Age
37.5
average years
Country rank
#45926
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Business Insider

42.7% are female, 57.3% are male, average age 37.5.

Fig. 02

Gender split

42.7%
Female
57.3%
Male
Demographic split for Business Insider audience in United States
MetricValue
Female42.7%
Male57.3%
Average age37.5
Estimated audience size331,226
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Business Insider audience in United States
Age bracketShare%
16-1924%
20-2921%
30-3919%
40-4918%
50+18%
Fig. 04

Worldwide distribution

4.4%

of the worldwide Business Insider audience comes from United States.

Worldwide audience distribution share by country for Business Insider
CountryShare
Japan14.1%
India13.4%
Germany13.4%
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 Business Insider audience in United States is strongest.

Fig. 05

Top regions by affinity

Business Insider fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~2K2.31×
02New York~40K2.12×
03New Jersey~10K1.51×
04California~50K1.49×
05Massachusetts~10K1.48×
06Wyoming<1K1.46×
07Connecticut~5K1.45×
08Washington~9K1.39×
09Virginia~10K1.32×
10Colorado~7K1.31×
11Kansas~3K1.30×
12New Hampshire~2K1.24×
13Maryland~7K1.14×
14Hawaii~2K1.14×
15Illinois~10K1.10×
16Oregon~4K1.07×
17Montana<1K1.07×
18Rhode Island~1K1.06×
19Vermont<1K1.03×
20Florida~20K1.01×
21Pennsylvania~10K1.01×
22Georgia~10K1.01×
23Minnesota~5K0.96×
24Texas~30K0.94×
25South Carolina~5K0.93×
26Maine~1K0.93×
27North Carolina~9K0.92×
28Utah~3K0.91×
29Ohio~9K0.90×
30Delaware<1K0.90×
31Idaho~1K0.88×
32Wisconsin~4K0.87×
33Arkansas~2K0.87×
34Arizona~6K0.86×
35Nevada~3K0.83×
36New Mexico~1K0.82×
37Michigan~7K0.81×
38Alaska<1K0.79×
39Missouri~4K0.77×
40South Dakota<1K0.77×
41Indiana~5K0.76×
42Tennessee~5K0.75×
43Mississippi~2K0.70×
44Kentucky~3K0.69×
45Iowa~2K0.69×
46Alabama~3K0.67×
47Louisiana~3K0.66×
48West Virginia<1K0.64×
49Oklahoma~2K0.62×
50Nebraska~1K0.62×
Fig. 06

Affinity by region

Affinity by region — Business Insider, United States
0.62×1.00×2.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Business Insider audience
#·InterestCategoryAffinity×
01Christie'sBusiness & Career6.55×
02Online newspaperNews3.31×
03LA FitnessSports3.12×
04Expensive TasteBusiness & Career3.07×
05CNBCMovies & TV2.68×
06Home RenovationsHome & Garden2.66×
07NewsweekNews2.52×
08Mortgage calculatorHome & Garden2.42×
09Yahoo! FinanceBusiness & Career2.23×
10New York PostNews2.14×
11Western wearFashion & Accessoires2.10×
12Enterprise Rent-A-CarCars & Mobility2.08×
13YouTube MusicInternet & Social Media1.76×
14Golf ChannelSports1.66×
15USA TodayNews1.65×
16MSNNews1.57×
17CBS SportsMovies & TV1.56×
18Daily MailNews1.55×
19NBC NewsMovies & TV1.54×
20AffiliateInternet & Social Media1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Business Insider 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 Business Insider audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.15×
Career OrientationPOWER1.10×
Risk AppetiteTHRILL1.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Business Insider audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.68×
ExtroversionTHRILL0.76×
SustainabilityBALANCE0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Business Insider fans live in United States?

Business Insider fans in United States are most concentrated in California (reach ~50K), New York (reach ~40K), and Texas (reach ~30K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Business news audiences in United States

See Business Insider audiences in other countries

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.

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