Chess Audience in United States

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Chess has an estimated audience of 3,797,163 people in United States. 35.6% are female, 64.4% are male, average age 36.5. Top regions: California, Texas, Florida. Top brand affinities: Magnus Carlsen, Chess.com, Angela White (athlete), Batman, Food and drink.

The average Chess fan in United States is 36.5 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Magnus Carlsen, Chess.com, Angela White (athlete), with strongest over-indexing on Magnus Carlsen (51.01× the country average). Demographically, the Chess audience skews more male with an average age of 36.5, and over-indexes on personality traits such as Patriotism, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Topic · Subtype: Sport

Demographics of Chess fans

Demographic split for Chess audience in United States
MetricValue
Female35.6%
Male64.4%
Average age36.5
Estimated audience size3,797,163

Audience persona

The typical Chess fan in United States is more male, around 36.5 years old, with strong Patriotism tendencies and a notable affinity for Magnus Carlsen.

Top regions in United States

Top regions ranked by reach for Chess in United States
RegionReachAffinity
California503,5731.21×
Texas371,0501.14×
Florida310,7991.21×
New York271,4761.28×
Illinois147,5911.17×
Pennsylvania136,9161.07×
New Jersey119,2671.23×
Ohio117,4741×
Georgia116,9721×
North Carolina112,3710.98×
Virginia112,1671.21×
Michigan105,3751.06×
Washington104,6461.37×
Arizona85,6901.11×
Massachusetts80,4981.08×
Maryland75,6301.16×
Tennessee67,7630.89×
Indiana67,0280.97×
Missouri63,5851.04×
Colorado55,8620.93×
Minnesota54,8951.01×
Wisconsin50,7300.89×
South Carolina48,8170.85×
Oregon48,5191.11×
Kentucky46,2200.97×
Nevada44,5151.21×
Alabama44,4630.84×
Louisiana43,3490.89×
Connecticut41,5361.09×
Oklahoma39,4130.93×
Utah34,9611.03×
Iowa28,5130.91×
Arkansas27,9240.89×
Kansas27,6440.92×
Mississippi24,9270.8×
New Mexico17,9700.94×
West Virginia16,8870.96×
Hawaii16,5891.02×
Nebraska16,2030.85×
Idaho15,6410.82×
New Hampshire15,2541.02×
Rhode Island12,5171.04×
Maine11,0280.81×
Washington, District of Columbia10,7000.94×
Delaware9,5850.91×
Alaska8,6271.06×
Montana8,0770.77×
North Dakota7,5460.97×
South Dakota7,3550.84×
Vermont6,4450.97×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Chess audience
BrandAffinityCategory
Magnus Carlsen51.01×Sports
Chess.com30.05×Sports
Angela White (athlete)17.12×Movies & TV
Batman4.33×Movies & TV
Food and drink1.53×Food & Beverages
United States1.72×Travel & Leisure
Video games1.9×Games
Rock music1.87×Music & Radio
Movies1.51×Movies & TV
Tabletop role-playing game5.29×Games
Outdoor recreation1.52×Sports
Board games3.76×Games
Android (operating system)1.96×Technology & Electronics
Godzilla2.97×Movies & TV
Culture1.6×Literature
Comedy movies1.68×Movies & TV
Education1.71×Business & Career
Miniature wargaming6.8×Games
Strategy games4.28×Games
Chess (musical)12.74×Music & Radio

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Chess audience
TraitClusterScore
PatriotismCONSERVATISM1.34
Early Adopter MentalityPOWER1.23
Social Media UsageJOY1.2
Career OrientationPOWER1.18
Urban LifestyleOPEN1.13
Need for SecurityCONSERVATISM1.11

Worldwide distribution

Worldwide audience distribution share by country for Chess
CountryShare
United States13.6%
Japan4.8%
China4.6%

See Chess audiences in other countries

More Sport audiences in United States

Frequently asked questions

How many fans does Chess have in United States?

Chess has an estimated audience of 3,797,163 people in United States, concentrated in California and Texas.

What is the gender split and age of Chess fans?

35.6% of Chess fans are female, 64.4% are male, with an average age of 36.5 years.

Which brands do Chess fans like most?

Chess fans show strongest brand affinity for Magnus Carlsen (51.01×), Chess.com (30.05×), and Angela White (athlete) (17.12×) over the country average.

Where do Chess fans live in United States?

Chess fans in United States are most concentrated in California (reach 503,573), Texas (reach 371,050), and Florida (reach 310,799). These three regions account for the largest share of the active audience.

What other brands do Chess fans also like?

Beyond Chess itself, the audience over-indexes on Chess.com (30.05×), Angela White (athlete) (17.12×), Batman (4.33×), and Food and drink (1.53×) 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 Chess. 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.