Rascasse Audience Intelligence

Duty-free shop Audience in United States

A data profile of the people who buy, follow and care about Duty-free shop in United States — modelled from more than twelve digital signal sources. Duty-free shop has an estimated audience of 321,683 people in United States.

#3among Shopping in United States
#363among Touchpoint in United States#470in Beauty & Wellness

The average Duty-free shop fan in United States is 37.0 years old, more female, and lives primarily in New York.

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

Top brand affinities include Nice Côte d'Azur Airport, Marseille Provence Airport, Instant messaging, with strongest over-indexing on Nice Côte d'Azur Airport (219.73× the country average).

Demographically, the Duty-free shop audience skews more female with an average age of 37.0, and over-indexes on personality traits such as Travelling, Need for Security.

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

The typical Duty-free shop fan in United States is more female, around 37.0 years old, with strong Travelling tendencies and a notable affinity for Nice Côte d'Azur Airport.

Category: Beauty & Wellness · Type: Touchpoint · Subtype: Shopping

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 Duty-free shop profile in United States.

Audience size
322K
in United States
Gender
61.7%♀
38.3% male
Age
37.0
average years
Country rank
#46599
Touchpoint in United States
Fig. 01

Search interest · 12-month trend

+54%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Duty-free shop fans

61.7% are female, 38.3% are male, average age 37.0.

Fig. 02

Gender split

61.7%
Female
38.3%
Male
Demographic split for Duty-free shop audience in United States
MetricValue
Female61.7%
Male38.3%
Average age37.0
Estimated audience size321,683
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Duty-free shop audience in United States
Age bracketShare%
16-1927%
20-2918%
30-3919%
40-4920%
50+16%
Fig. 04

Worldwide distribution

3.8%

of the worldwide Duty-free shop audience comes from United States.

Worldwide audience distribution share by country for Duty-free shop
CountryShare
Taiwan10.1%
South Korea7.7%
Thailand6.5%
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 Duty-free shop audience in United States is strongest.

Fig. 05

Top regions by affinity

Duty-free shop fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~2K2.69×
02Hawaii~3K2.46×
03New York~40K2.25×
04Wyoming<1K2.08×
05North Dakota~1K2.05×
06Michigan~20K1.89×
07Florida~40K1.69×
08Washington~10K1.58×
09Kansas~4K1.49×
10Washington, District of Columbia~1K1.48×
11New Jersey~10K1.47×
12Montana~1K1.30×
13Maine~1K1.29×
14Nevada~4K1.13×
15California~40K1.12×
16New Hampshire~1K1.12×
17Massachusetts~7K1.11×
18Connecticut~3K1.00×
19Alaska<1K0.98×
20Colorado~5K0.95×
21Virginia~7K0.93×
22Texas~30K0.92×
23Rhode Island<1K0.92×
24Pennsylvania~10K0.89×
25Illinois~9K0.87×
26Delaware<1K0.85×
27Georgia~8K0.83×
28Maryland~5K0.82×
29West Virginia~1K0.82×
30Idaho~1K0.80×
31Mississippi~2K0.79×
32New Mexico~1K0.79×
33Minnesota~4K0.78×
34Utah~2K0.78×
35Nebraska~1K0.77×
36Arizona~5K0.76×
37Oregon~3K0.75×
38North Carolina~7K0.74×
39Arkansas~2K0.74×
40Ohio~7K0.73×
41Indiana~4K0.72×
42Iowa~2K0.72×
43Kentucky~3K0.71×
44Louisiana~3K0.70×
45South Carolina~3K0.69×
46Oklahoma~2K0.69×
47Tennessee~4K0.67×
48Missouri~3K0.67×
49Wisconsin~3K0.66×
50Alabama~3K0.66×
Fig. 06

Affinity by region

Affinity by region — Duty-free shop, United States
0.66×1.00×2.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Duty-free shop audience
#·InterestCategoryAffinity×
01Malaysia AirportsTravel & Leisure328.98×
02Roland Garros AirportTravel & Leisure328.98×
03Pointe-à-Pitre International AirportTravel & Leisure220.92×
04AvoltaBusiness & Career220.31×
05EuroAirport Basel Mulhouse FreiburgTravel & Leisure220.19×
06Toulouse–Blagnac AirportTravel & Leisure220.16×
07Marseille Provence AirportTravel & Leisure219.90×
08Nice Côte d'Azur AirportTravel & Leisure219.73×
09Beauvais–Tillé AirportTravel & Leisure219.71×
10Lyon–Saint-Exupéry AirportTravel & Leisure219.69×
11Tax-free shoppingShopping56.64×
12Korean AirTravel & Leisure36.25×
13HousingHome & Garden10.60×
14Walk-in clinicHealth7.21×
15Web serverTechnology & Electronics7.16×
16Instant messagingInternet & Social Media5.99×
17Google MapsInternet & Social Media3.83×
18CultureLiterature2.10×
19FIFA World Cup 2026Sports2.06×
20Food and drinkFood & Beverages1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Duty-free shop 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 Duty-free shop audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.99×
Need for SecurityCONSERVATISM1.99×
Quality AwarenessPREMIUM1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Duty-free shop audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.88×
IndividualismJOY0.89×
Sports ActivityPOWER0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Duty-free shop have in United States?

Duty-free shop has an estimated audience of 321,683 people in United States, concentrated in New York and California.

02

What is the gender split and age of Duty-free shop fans?

61.7% of Duty-free shop fans are female, 38.3% are male, with an average age of 37.0 years.

03

Which brands do Duty-free shop fans like most?

Duty-free shop fans show strongest brand affinity for Nice Côte d'Azur Airport (219.73×), Marseille Provence Airport (219.9×), and Instant messaging (5.99×) over the country average.

04

Where do Duty-free shop fans live in United States?

Duty-free shop fans in United States are most concentrated in New York (reach ~40K), California (reach ~40K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Duty-free shop fans also like?

Beyond Duty-free shop itself, the audience over-indexes on Marseille Provence Airport (219.9×), Instant messaging (5.99×), Avolta (220.31×), and Malaysia Airports (328.98×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Duty-free shop audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Duty-free shop. 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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