Rascasse Audience Intelligence

Deseret News Audience in United States

A data profile of the people who buy, follow and care about Deseret News in United States — modelled from more than twelve digital signal sources. Deseret News has an estimated audience of 1,380,990 people in United States.

#45among Newspaper in United States#589among Website / Newspaper / Magazine in United States#124in News

The average Deseret News fan in United States is 46.4 years old, balanced, and lives primarily in Utah.

The audience is concentrated in Utah, California, Idaho.

Top brand affinities include Utah Jazz, Sustainable energy, FedEx, with strongest over-indexing on Utah Jazz (18.97× the country average).

Demographically, the Deseret News audience skews balanced with an average age of 46.4, and over-indexes on personality traits such as Sustainability, Family Orientation.

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

The typical Deseret News fan in United States is balanced, around 46.4 years old, with strong Sustainability tendencies and a notable affinity for Utah Jazz.

Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper

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 Deseret News profile in United States.

Audience size
1.4M
in United States
Gender
52.6%♀
47.4% male
Age
46.4
average years
Country rank
#18873
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Deseret News

52.6% are female, 47.4% are male, average age 46.4.

Fig. 02

Gender split

52.6%
Female
47.4%
Male
Demographic split for Deseret News audience in United States
MetricValue
Female52.6%
Male47.4%
Average age46.4
Estimated audience size1,380,990
Fig. 03

Age distribution

Ø 46.4
average years
Age distribution of the Deseret News audience in United States
Age bracketShare%
16-1910%
20-2910%
30-3915%
40-4924%
50+40%
Fig. 04

Worldwide distribution

94.4%

of the worldwide Deseret News audience comes from United States.

Worldwide audience distribution share by country for Deseret News
CountryShare
United States94.4%
Germany0.8%
Australia0.6%
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 Deseret News audience in United States is strongest.

Fig. 05

Top regions by affinity

Deseret News fans by region: top regions in United States
#RegionReachAffinity×
01Utah~400K34.63×
02Idaho~30K4.01×
03Wyoming~5K2.20×
04Montana~4K1.01×
05Nevada~10K0.97×
06Arizona~20K0.74×
07Delaware~2K0.63×
08Alaska~2K0.62×
09Rhode Island~3K0.61×
10Vermont~1K0.59×
11Hawaii~3K0.56×
12West Virginia~4K0.55×
13Colorado~10K0.54×
14Oregon~8K0.49×
15Maine~2K0.48×
16New Mexico~3K0.46×
17South Dakota~1K0.45×
18Nebraska~3K0.42×
19Washington~10K0.41×
20Mississippi~5K0.40×
21New Hampshire~2K0.40×
22Washington, District of Columbia~2K0.40×
23Louisiana~6K0.34×
24Arkansas~4K0.33×
25Kentucky~5K0.28×
26Iowa~3K0.27×
27Kansas~3K0.27×
28Oklahoma~4K0.26×
29Connecticut~4K0.25×
30California~30K0.22×
31Missouri~5K0.22×
32South Carolina~5K0.22×
33Alabama~4K0.22×
34Wisconsin~4K0.21×
35Virginia~7K0.20×
36Indiana~5K0.20×
37Minnesota~4K0.20×
38New Jersey~7K0.19×
39Tennessee~5K0.19×
40Maryland~4K0.18×
41Massachusetts~5K0.17×
42Georgia~6K0.15×
43North Carolina~6K0.15×
44Michigan~6K0.15×
45Illinois~6K0.14×
46Ohio~6K0.14×
47Texas~20K0.13×
48Pennsylvania~6K0.13×
49New York~8K0.11×
50Florida~10K0.10×
Fig. 06

Affinity by region

Affinity by region — Deseret News, United States
0.10×1.00×34.63×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Deseret News audience
#·InterestCategoryAffinity×
01Real Salt LakeSports35.11×
02Utah JazzSports18.97×
03Sustainable energyHome & Garden8.94×
04United States national football teamSports8.91×
05FedExBusiness & Career5.60×
06Renewable energyBusiness & Career5.39×
07Mortgage loansBusiness & Career4.17×
08QVCMovies & TV4.06×
097-ElevenShopping3.62×
10PinterestInternet & Social Media3.03×
11SubwayFood & Beverages2.61×
12AirbnbTravel & Leisure2.56×
13McDonald'sFood & Beverages2.40×
14Shopping mallsShopping2.35×
15RedditInternet & Social Media2.26×
16IKEAHome & Garden2.24×
17ReligionBusiness & Career2.14×
18FurnitureHome & Garden2.02×
19BarbecueFood & Beverages1.94×
20PhotographyArts & Culture1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Deseret News 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 Deseret News audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.49×
Family OrientationCONSERVATISM2.27×
Convenience OrientationPREMIUM2.06×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Deseret News audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.81×
Pet OwnershipJOY0.85×
Healthy LifestyleBALANCE0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Deseret News have in United States?

Deseret News has an estimated audience of 1,380,990 people in United States, concentrated in Utah and California.

02

What is the gender split and age of Deseret News fans?

52.6% of Deseret News fans are female, 47.4% are male, with an average age of 46.4 years.

03

Which brands do Deseret News fans like most?

Deseret News fans show strongest brand affinity for Utah Jazz (18.97×), Sustainable energy (8.94×), and FedEx (5.6×) over the country average.

04

Where do Deseret News fans live in United States?

Deseret News fans in United States are most concentrated in Utah (reach ~400K), California (reach ~30K), and Idaho (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Deseret News fans also like?

Beyond Deseret News itself, the audience over-indexes on Sustainable energy (8.94×), FedEx (5.6×), Mortgage loans (4.17×), and Real Salt Lake (35.11×) compared to the United States average.

Appendix

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

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See Deseret News audiences in other countries

How to read this data

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