Rascasse Audience Intelligence

EBay Target Market in United States

A data profile of the people who buy, follow and care about EBay in United States — modelled from more than twelve digital signal sources. EBay has an estimated audience of 75,427,822 people in United States.

#1among Auctions in United States#4among Brand in United States#9in Shopping

The average EBay fan in United States is 43.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Nancy Mace, Google Drive, AutoZone, with strongest over-indexing on Nancy Mace (2.37× the country average).

Demographically, the EBay audience skews balanced with an average age of 43.1, and over-indexes on personality traits such as Need for Security, Price Sensitivity.

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

The typical EBay fan in United States is balanced, around 43.1 years old, with strong Need for Security tendencies and a notable affinity for Nancy Mace.

Category: Shopping · Type: Brand · Subtype: Auctions

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 EBay profile in United States.

Audience size
75.4M
in United States
Gender
47.6%♀
52.4% male
Age
43.1
average years
Country rank
#163
Brand in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of EBay

47.6% are female, 52.4% are male, average age 43.1.

Fig. 02

Gender split

47.6%
Female
52.4%
Male
Demographic split for EBay audience in United States
MetricValue
Female47.6%
Male52.4%
Average age43.1
Estimated audience size75,427,822
Fig. 03

Age distribution

Ø 43.1
average years
Age distribution of the EBay audience in United States
Age bracketShare%
16-1911%
20-2916%
30-3920%
40-4925%
50+28%
Fig. 04

Worldwide distribution

31.7%

of the worldwide EBay audience comes from United States.

Worldwide audience distribution share by country for EBay
CountryShare
United States31.7%
Germany7.5%
Italy7.0%
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 EBay audience in United States is strongest.

Fig. 05

Top regions by affinity

EBay customers by region in United States
#RegionReachAffinity×
01West Virginia~600K1.60×
02Maine~400K1.38×
03Wisconsin~1.5M1.33×
04Kentucky~1M1.25×
05Vermont~200K1.25×
06Montana~300K1.20×
07South Dakota~200K1.18×
08Iowa~700K1.17×
09New Hampshire~300K1.16×
10North Dakota~200K1.16×
11Pennsylvania~3M1.15×
12Tennessee~1.5M1.11×
13Idaho~400K1.11×
14Ohio~2.5M1.09×
15Indiana~1.5M1.09×
16Missouri~1.5M1.09×
17Wyoming~100K1.09×
18Arkansas~700K1.07×
19Michigan~2M1.06×
20Alabama~1M1.06×
21New Mexico~400K1.06×
22Nebraska~400K1.06×
23Kansas~600K1.05×
24Mississippi~600K1.04×
25Oregon~900K1.02×
26Minnesota~1M0.99×
27Oklahoma~800K0.98×
28Rhode Island~200K0.98×
29Connecticut~700K0.97×
30North Carolina~2M0.95×
31South Carolina~1M0.95×
32Alaska~200K0.95×
33Washington~1.5M0.91×
34Illinois~2.5M0.90×
35Florida~4.5M0.89×
36Arizona~1.5M0.88×
37Virginia~1.5M0.87×
38Louisiana~900K0.87×
39New York~3.5M0.84×
40Delaware~200K0.84×
41Massachusetts~1M0.83×
42Hawaii~300K0.83×
43Colorado~1M0.82×
44California~6.5M0.80×
45Maryland~1M0.80×
46Georgia~2M0.79×
47New Jersey~1.5M0.79×
48Nevada~600K0.79×
49Utah~500K0.77×
50Texas~4.5M0.73×
Fig. 06

Affinity by region

Affinity by region — EBay, United States
0.73×1.00×1.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for EBay audience
#·InterestCategoryAffinity×
01Nancy MacePolitics & Society2.37×
02LabCorpHealth2.09×
03Google NewsNews2.09×
04Micro CenterShopping2.05×
05Dick CheneyPolitics & Society1.78×
06Savannah GuthrieMovies & TV1.76×
07DrillHome & Garden1.74×
08Scooby-DooMovies & TV1.72×
09Credit KarmaBusiness & Career1.67×
10WrenchHome & Garden1.66×
11PoshmarkShopping1.65×
12Google DriveTechnology & Electronics1.58×
13Advance Auto PartsCars & Mobility1.58×
14CanadaTravel & Leisure1.57×
15TasteFashion & Accessoires1.56×
16O'Reilly Auto PartsCars & Mobility1.55×
17Freight transportCars & Mobility1.54×
18BurlingtonFashion & Accessoires1.54×
19CarGurusCars & Mobility1.54×
20AutoZoneCars & Mobility1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the EBay 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 EBay audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.31×
Price SensitivityPREMIUM1.24×
PatriotismCONSERVATISM1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by EBay audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.64×
Design AffinityPREMIUM0.73×
Risk AppetiteTHRILL0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is EBay's target market in United States?

EBay's target market in United States covers an estimated 75,427,822 people, concentrated in California and Texas.

02

What is the gender split and age of EBay customers?

47.6% of the EBay audience are female, 52.4% are male, with an average age of 43.1 years.

03

Which brands do EBay fans like most?

EBay fans show strongest brand affinity for Nancy Mace (2.37×), Google Drive (1.58×), and AutoZone (1.53×) over the country average.

04

Where do EBay fans live in United States?

EBay fans in United States are most concentrated in California (reach ~6.5M), Texas (reach ~4.5M), and Florida (reach ~4.5M). These three regions account for the largest share of the active audience.

05

What other brands do EBay fans also like?

Beyond EBay itself, the audience over-indexes on Google Drive (1.58×), AutoZone (1.53×), LabCorp (2.09×), and Google News (2.09×) compared to the United States average.

Appendix

Explore more audiences

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

More Auctions audiences in United States

See EBay audiences in other countries

How to read this data

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