Rascasse Audience Intelligence

Business-to-business Audience in United States

A data profile of the people who buy, follow and care about Business-to-business in United States — modelled from more than twelve digital signal sources. Business-to-business has an estimated audience of 5,188,824 people in United States.

#3687among Topic in United States#595in Business & Career

The average Business-to-business fan in United States is 41.5 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include United States Postal Service, Google Drive, Innovation, with strongest over-indexing on United States Postal Service (3.5× the country average).

Demographically, the Business-to-business audience skews more male with an average age of 41.5, and over-indexes on personality traits such as Quality Awareness, 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-to-business fan in United States is more male, around 41.5 years old, with strong Quality Awareness tendencies and a notable affinity for United States Postal Service.

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 Business-to-business profile in United States.

Audience size
5.2M
in United States
Gender
42.7%♀
57.3% male
Age
41.5
average years
Country rank
#6456
Topic in United States
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Business-to-business fans

42.7% are female, 57.3% are male, average age 41.5.

Fig. 02

Gender split

42.7%
Female
57.3%
Male
Demographic split for Business-to-business audience in United States
MetricValue
Female42.7%
Male57.3%
Average age41.5
Estimated audience size5,188,824
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Business-to-business audience in United States
Age bracketShare%
16-1913%
20-2918%
30-3923%
40-4924%
50+22%
Fig. 04

Worldwide distribution

7.8%

of the worldwide Business-to-business audience comes from United States.

Worldwide audience distribution share by country for Business-to-business
CountryShare
United States7.8%
India5.0%
Brazil4.1%
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 Business-to-business audience in United States is strongest.

Fig. 05

Top regions by affinity

Business-to-business fans by region: top regions in United States
#RegionReachAffinity×
01Texas~500K1.16×
02Nebraska~30K1.14×
03Vermont~10K1.13×
04Florida~400K1.12×
05Georgia~200K1.12×
06Alaska~10K1.12×
07Montana~20K1.06×
08North Dakota~10K1.06×
09South Dakota~10K1.05×
10Virginia~100K1.03×
11Delaware~10K1.03×
12South Carolina~80K1.02×
13Kentucky~70K1.02×
14Rhode Island~20K1.02×
15New Hampshire~20K1.01×
16Maine~20K1.01×
17Idaho~30K1.00×
18West Virginia~20K1.00×
19Washington, District of Columbia~20K1.00×
20Kansas~40K0.99×
21Hawaii~20K0.99×
22Alabama~70K0.98×
23New Mexico~30K0.98×
24Colorado~80K0.97×
25Mississippi~40K0.97×
26Arkansas~40K0.97×
27Oregon~60K0.96×
28Arizona~100K0.95×
29Louisiana~60K0.95×
30Connecticut~50K0.95×
31Utah~40K0.95×
32Iowa~40K0.95×
33Washington~100K0.94×
34Maryland~80K0.94×
35Minnesota~70K0.94×
36Oklahoma~50K0.94×
37Nevada~50K0.94×
38New Jersey~100K0.93×
39Massachusetts~100K0.93×
40Indiana~90K0.93×
41New York~300K0.92×
42Ohio~100K0.92×
43Michigan~100K0.92×
44Wisconsin~70K0.92×
45North Carolina~100K0.91×
46Tennessee~90K0.91×
47Missouri~80K0.91×
48California~500K0.90×
49Illinois~200K0.89×
50Pennsylvania~200K0.88×
Fig. 06

Affinity by region

Affinity by region — Business-to-business, United States
0.88×1.00×1.16×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Business-to-business audience
#·InterestCategoryAffinity×
01International educationBusiness & Career9.86×
02Forex Online TradingBusiness & Career9.58×
03Derivative (finance)Business & Career8.10×
04LinkedInInternet & Social Media4.20×
05Retail bankingBusiness & Career3.81×
06United States Postal ServiceBusiness & Career3.50×
07InnovationBusiness & Career3.49×
08Google DriveTechnology & Electronics3.47×
09Affiliate marketingBusiness & Career3.10×
10Sustainable energyHome & Garden2.70×
11Career developmentBusiness & Career2.47×
12Planet FitnessSports2.22×
13NASDAQBusiness & Career2.21×
14Indeed.comBusiness & Career1.87×
15RadioTechnology & Electronics1.87×
16United Parcel ServiceBusiness & Career1.84×
17Las VegasTravel & Leisure1.83×
18T-MobileTechnology & Electronics1.73×
19Financial servicesBusiness & Career1.65×
20Google MapsInternet & Social Media1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Business-to-business 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-to-business audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.90×
Career OrientationPOWER1.82×
Community OrientationOPEN1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Business-to-business audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.80×
Healthy LifestyleBALANCE0.90×
TraditionCONSERVATISM0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Business-to-business have in United States?

Business-to-business has an estimated audience of 5,188,824 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Business-to-business fans?

42.7% of Business-to-business fans are female, 57.3% are male, with an average age of 41.5 years.

03

Which brands do Business-to-business fans like most?

Business-to-business fans show strongest brand affinity for United States Postal Service (3.5×), Google Drive (3.47×), and Innovation (3.49×) over the country average.

04

Where do Business-to-business fans live in United States?

Business-to-business fans in United States are most concentrated in Texas (reach ~500K), California (reach ~500K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Business-to-business fans also like?

Beyond Business-to-business itself, the audience over-indexes on Google Drive (3.47×), Innovation (3.49×), International education (9.86×), and Planet Fitness (2.22×) 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 Business-to-business 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-to-business. 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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