Rascasse Audience Intelligence

California Audience in United States

A data profile of the people who buy, follow and care about California in United States — modelled from more than twelve digital signal sources. California has an estimated audience of 82,524,256 people in United States.

#1among Region in United States#3among POI in United States#6in Travel & Leisure

The average California fan in United States is 42.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Pinterest, Airbnb, Mortgage loans, with strongest over-indexing on Pinterest (1.94× the country average).

Demographically, the California audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.

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

The typical California fan in United States is balanced, around 42.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Pinterest.

Category: Travel & Leisure · Type: POI · Subtype: Region

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 California profile in United States.

Audience size
82.5M
in United States
Gender
53.2%♀
46.8% male
Age
42.3
average years
Country rank
#129
POI in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of California fans

53.2% are female, 46.8% are male, average age 42.3.

Fig. 02

Gender split

53.2%
Female
46.8%
Male
Demographic split for California audience in United States
MetricValue
Female53.2%
Male46.8%
Average age42.3
Estimated audience size82,524,256
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the California audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3919%
40-4922%
50+28%
Fig. 04

Worldwide distribution

50.8%

of the worldwide California audience comes from United States.

Worldwide audience distribution share by country for California
CountryShare
United States50.8%
United Kingdom3.9%
Italy3.4%
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 California audience in United States is strongest.

Fig. 05

Top regions by affinity

California fans by region: top regions in United States
#RegionReachAffinity×
01California~28M3.07×
02Oregon~2M1.88×
03Nevada~1M1.52×
04Arizona~2.5M1.34×
05Washington~2M1.23×
06New Mexico~500K1.21×
07Utah~900K1.18×
08Hawaii~400K1.16×
09Florida~6.5M1.14×
10Texas~8M1.11×
11Illinois~3M1.10×
12Idaho~500K1.09×
13Colorado~1.5M1.01×
14Alaska~200K1.01×
15Missouri~1.5M1.00×
16Kansas~600K1.00×
17Oklahoma~900K0.99×
18New Jersey~2M0.98×
19Georgia~2.5M0.97×
20Washington, District of Columbia~200K0.97×
21Virginia~2M0.96×
22Maryland~1.5M0.96×
23New York~4.5M0.94×
24Nebraska~400K0.93×
25Minnesota~1M0.92×
26Arkansas~600K0.91×
27Pennsylvania~2.5M0.90×
28Louisiana~1M0.90×
29Connecticut~700K0.90×
30Kentucky~900K0.89×
31North Carolina~2M0.87×
32Mississippi~600K0.87×
33Montana~200K0.87×
34Massachusetts~1.5M0.86×
35Indiana~1.5M0.86×
36Iowa~600K0.86×
37South Dakota~200K0.85×
38North Dakota~100K0.85×
39Ohio~2M0.84×
40Michigan~2M0.84×
41Rhode Island~200K0.84×
42Tennessee~1.5M0.81×
43Wisconsin~1M0.81×
44South Carolina~1M0.81×
45Alabama~900K0.77×
46Maine~200K0.77×
47Delaware~200K0.76×
48New Hampshire~200K0.74×
49Vermont~100K0.70×
50West Virginia~300K0.68×
Fig. 06

Affinity by region

Affinity by region — California, United States
0.68×1.00×3.07×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for California audience
#·InterestCategoryAffinity×
01Mortgage loansBusiness & Career1.99×
02Shopping mallsShopping1.99×
03Discount storesShopping1.99×
04FedExBusiness & Career1.99×
05Solar energyHome & Garden1.99×
06Renewable energyBusiness & Career1.99×
07Car rentalsCars & Mobility1.99×
08First class travelTravel & Leisure1.99×
09PinterestInternet & Social Media1.94×
10Vehicle insuranceCars & Mobility1.90×
11TV game showsMovies & TV1.82×
12AirbnbTravel & Leisure1.78×
13InnovationBusiness & Career1.71×
14SubwayFood & Beverages1.59×
15McDonald'sFood & Beverages1.56×
16IKEAHome & Garden1.56×
17Cancer awarenessHealth1.56×
18LodgingTravel & Leisure1.54×
19TV talkshowsMovies & TV1.53×
20FurnitureHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the California 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 California audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.37×
Quality AwarenessPREMIUM1.25×
SustainabilityBALANCE1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by California audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.88×
Luxury OrientationPREMIUM0.90×
Pet OwnershipJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does California have in United States?

California has an estimated audience of 82,524,256 people in United States, concentrated in California and Texas.

02

What is the gender split and age of California fans?

53.2% of California fans are female, 46.8% are male, with an average age of 42.3 years.

03

Which brands do California fans like most?

California fans show strongest brand affinity for Pinterest (1.94×), Airbnb (1.78×), and Mortgage loans (1.99×) over the country average.

04

Where do California fans live in United States?

California fans in United States are most concentrated in California (reach ~28M), Texas (reach ~8M), and Florida (reach ~6.5M). These three regions account for the largest share of the active audience.

05

What other brands do California fans also like?

Beyond California itself, the audience over-indexes on Airbnb (1.78×), Mortgage loans (1.99×), Furniture (1.51×), and Shopping malls (1.99×) compared to the United States average.

Appendix

Explore more audiences

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

More Region audiences in United States

See California audiences in other countries

How to read this data

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