Rascasse Audience Intelligence

De Beers Target Market in United States

A data profile of the people who buy, follow and care about De Beers in United States — modelled from more than twelve digital signal sources. De Beers has an estimated audience of 1,021,018 people in United States.

#16among Jewelry in United States#2380among Brand in United States#960in Fashion & Accessoires

The average De Beers fan in United States is 36.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Equinox, LibreOffice, Designer, with strongest over-indexing on Equinox (10.44× the country average).

Demographically, the De Beers audience skews more female with an average age of 36.4, and over-indexes on personality traits such as Quality Awareness, Travelling.

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

The typical De Beers fan in United States is more female, around 36.4 years old, with strong Quality Awareness tendencies and a notable affinity for Equinox.

Category: Fashion & Accessoires · Type: Brand · Subtype: Jewelry

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 De Beers profile in United States.

Audience size
1M
in United States
Gender
65.0%♀
35.0% male
Age
36.4
average years
Country rank
#23339
Brand in United States
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of De Beers

65.0% are female, 35.0% are male, average age 36.4.

Fig. 02

Gender split

65.0%
Female
35.0%
Male
Demographic split for De Beers audience in United States
MetricValue
Female65.0%
Male35.0%
Average age36.4
Estimated audience size1,021,018
Fig. 03

Age distribution

Ø 36.4
average years
Age distribution of the De Beers audience in United States
Age bracketShare%
16-1926%
20-2921%
30-3920%
40-4917%
50+15%
Fig. 04

Worldwide distribution

22.7%

of the worldwide De Beers audience comes from United States.

Worldwide audience distribution share by country for De Beers
CountryShare
United States22.7%
United Kingdom10.3%
India8.8%
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 De Beers audience in United States is strongest.

Fig. 05

Top regions by affinity

De Beers customers by region in United States
#RegionReachAffinity×
01New York~100K2.50×
02Washington, District of Columbia~6K1.98×
03New Jersey~50K1.74×
04California~200K1.66×
05Massachusetts~30K1.59×
06Washington~30K1.38×
07Connecticut~10K1.32×
08Illinois~40K1.26×
09Virginia~30K1.24×
10Texas~100K1.17×
11Georgia~40K1.13×
12Hawaii~5K1.12×
13Maryland~20K1.08×
14Indiana~20K1.06×
15New Hampshire~4K1.01×
16Rhode Island~3K1.00×
17Pennsylvania~30K0.99×
18Vermont~2K0.99×
19Nevada~10K0.98×
20Maine~4K0.98×
21Florida~70K0.95×
22Colorado~20K0.95×
23Oregon~10K0.95×
24Delaware~3K0.95×
25Alaska~2K0.95×
26North Dakota~2K0.94×
27Arizona~20K0.92×
28Missouri~20K0.92×
29South Dakota~2K0.92×
30Minnesota~10K0.91×
31North Carolina~30K0.90×
32Michigan~20K0.90×
33Montana~3K0.90×
34Nebraska~5K0.89×
35Kentucky~10K0.87×
36Utah~8K0.87×
37South Carolina~10K0.86×
38Arkansas~7K0.86×
39Idaho~4K0.85×
40West Virginia~4K0.85×
41Iowa~7K0.84×
42Kansas~7K0.84×
43New Mexico~4K0.84×
44Ohio~30K0.82×
45Alabama~10K0.82×
46Wisconsin~10K0.81×
47Louisiana~10K0.81×
48Oklahoma~9K0.81×
49Mississippi~7K0.81×
50Tennessee~20K0.79×
Fig. 06

Affinity by region

Affinity by region — De Beers, United States
0.79×1.00×2.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for De Beers audience
#·InterestCategoryAffinity×
01EuropcarCars & Mobility38.69×
02LibreOfficeTechnology & Electronics36.91×
03BoucheronFashion & Accessoires16.24×
04Helzberg DiamondsShopping14.63×
05Blue Nile (company)Fashion & Accessoires14.11×
06Harry WinstonFashion & Accessoires13.74×
07Paperless PostShopping13.41×
08Van Cleef & ArpelsFashion & Accessoires13.10×
09Emilio PucciFashion & Accessoires12.97×
10Key FoodShopping12.48×
11EquinoxPolitics & Society10.44×
12Brilliant EarthFashion & Accessoires9.14×
13ZalesFashion & Accessoires8.60×
14David YurmanFashion & Accessoires8.49×
15DesignerHome & Garden4.87×
16Luxury real estateBusiness & Career4.47×
17ManhattanTravel & Leisure3.08×
18The UPS StoreShopping2.72×
19Macy'sShopping2.51×
20GodPolitics & Society2.26×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the De Beers 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 De Beers audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.63×
TravellingTHRILL2.13×
Luxury OrientationPREMIUM1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by De Beers audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.97×
DIY MentalityTHRILL0.99×
Pet OwnershipJOY1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is De Beers's target market in United States?

De Beers's target market in United States covers an estimated 1,021,018 people, concentrated in California and New York.

02

What is the gender split and age of De Beers customers?

65.0% of the De Beers audience are female, 35.0% are male, with an average age of 36.4 years.

03

Which brands do De Beers fans like most?

De Beers fans show strongest brand affinity for Equinox (10.44×), LibreOffice (36.91×), and Designer (4.87×) over the country average.

04

Where do De Beers fans live in United States?

De Beers fans in United States are most concentrated in California (reach ~200K), New York (reach ~100K), and Texas (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do De Beers fans also like?

Beyond De Beers itself, the audience over-indexes on LibreOffice (36.91×), Designer (4.87×), David Yurman (8.49×), and Europcar (38.69×) compared to the United States average.

Appendix

Explore more audiences

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

More Jewelry audiences in United States

See De Beers audiences in other countries

How to read this data

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