Rascasse Audience Intelligence

Chicago Audience in United States

A data profile of the people who buy, follow and care about Chicago in United States — modelled from more than twelve digital signal sources. Chicago has an estimated audience of 42,550,163 people in United States.

#4among City in United States#18among POI in United States#36in Travel & Leisure

The average Chicago fan in United States is 39.1 years old, balanced, and lives primarily in Illinois.

The audience is concentrated in Illinois, California, Texas.

Top brand affinities include Mortgage loans, Google Drive, Anne Hathaway, with strongest over-indexing on Mortgage loans (1.91× the country average).

Demographically, the Chicago audience skews balanced with an average age of 39.1, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.

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

The typical Chicago fan in United States is balanced, around 39.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Mortgage loans.

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

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 Chicago profile in United States.

Audience size
42.6M
in United States
Gender
53.5%♀
46.5% male
Age
39.1
average years
Country rank
#523
POI in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Chicago fans

53.5% are female, 46.5% are male, average age 39.1.

Fig. 02

Gender split

53.5%
Female
46.5%
Male
Demographic split for Chicago audience in United States
MetricValue
Female53.5%
Male46.5%
Average age39.1
Estimated audience size42,550,163
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Chicago audience in United States
Age bracketShare%
16-1922%
20-2919%
30-3918%
40-4920%
50+22%
Fig. 04

Worldwide distribution

67.3%

of the worldwide Chicago audience comes from United States.

Worldwide audience distribution share by country for Chicago
CountryShare
United States67.3%
United Kingdom2.8%
Canada2.6%
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 Chicago audience in United States is strongest.

Fig. 05

Top regions by affinity

Chicago fans by region: top regions in United States
#RegionReachAffinity×
01Illinois~8.5M6.66×
02Indiana~1.5M1.97×
03Missouri~1M1.54×
04Wisconsin~1M1.49×
05Michigan~1.5M1.42×
06Iowa~500K1.36×
07Minnesota~800K1.30×
08Washington, District of Columbia~200K1.26×
09Nebraska~200K1.05×
10Kentucky~600K1.04×
11Kansas~300K1.03×
12Ohio~1.5M1.02×
13Arizona~800K0.97×
14Georgia~1M0.94×
15Tennessee~800K0.94×
16Massachusetts~800K0.92×
17New York~2M0.91×
18Colorado~600K0.90×
19Texas~3M0.88×
20Florida~2.5M0.87×
21California~4M0.86×
22Virginia~900K0.85×
23Washington~700K0.85×
24Alabama~500K0.85×
25Arkansas~300K0.85×
26New Jersey~900K0.84×
27South Dakota~80K0.84×
28Maryland~600K0.83×
29North Carolina~1M0.81×
30Louisiana~400K0.80×
31North Dakota~70K0.80×
32Nevada~300K0.77×
33Mississippi~300K0.77×
34Alaska~70K0.77×
35Pennsylvania~1M0.76×
36Oregon~400K0.76×
37Oklahoma~400K0.76×
38Connecticut~300K0.74×
39South Carolina~500K0.71×
40Hawaii~100K0.71×
41New Mexico~100K0.69×
42Rhode Island~90K0.69×
43Utah~300K0.67×
44Idaho~100K0.64×
45Maine~90K0.60×
46Montana~70K0.60×
47Vermont~40K0.60×
48New Hampshire~100K0.58×
49West Virginia~100K0.57×
50Delaware~60K0.52×
Fig. 06

Affinity by region

Affinity by region — Chicago, United States
0.52×1.00×6.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Chicago audience
#·InterestCategoryAffinity×
01Anne HathawayMovies & TV2.79×
02Labor DayPolitics & Society1.92×
03Mortgage loansBusiness & Career1.91×
04Weather forecastingHome & Garden1.87×
05FedExBusiness & Career1.77×
06United Parcel ServiceBusiness & Career1.70×
07Renewable energyBusiness & Career1.69×
08MeteorologyHome & Garden1.68×
09Diane KeatonMovies & TV1.66×
10Solar energyHome & Garden1.65×
11DemocracyPolitics & Society1.64×
12Talk radioMusic & Radio1.60×
13Dunkin' DonutsFood & Beverages1.59×
14InnovationBusiness & Career1.56×
15FandomLiterature1.56×
16Movie theaterMovies & TV1.55×
17Discount storesShopping1.54×
18BrewingFood & Beverages1.52×
19Google DriveTechnology & Electronics1.50×
20FundraisingBusiness & Career1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Chicago 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 Chicago audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.42×
Community OrientationOPEN1.33×
PatriotismCONSERVATISM1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Chicago audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.85×
Luxury OrientationPREMIUM0.89×
Healthy LifestyleBALANCE0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Chicago have in United States?

Chicago has an estimated audience of 42,550,163 people in United States, concentrated in Illinois and California.

02

What is the gender split and age of Chicago fans?

53.5% of Chicago fans are female, 46.5% are male, with an average age of 39.1 years.

03

Which brands do Chicago fans like most?

Chicago fans show strongest brand affinity for Mortgage loans (1.91×), Google Drive (1.5×), and Anne Hathaway (2.79×) over the country average.

04

Where do Chicago fans live in United States?

Chicago fans in United States are most concentrated in Illinois (reach ~8.5M), California (reach ~4M), and Texas (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Chicago fans also like?

Beyond Chicago itself, the audience over-indexes on Google Drive (1.5×), Anne Hathaway (2.79×), United Parcel Service (1.7×), and FedEx (1.77×) compared to the United States average.

Appendix

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

More City audiences in United States

See Chicago audiences in other countries

How to read this data

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