Rascasse Audience Intelligence

Forbes Audience in United States

A data profile of the people who buy, follow and care about Forbes in United States — modelled from more than twelve digital signal sources. Forbes has an estimated audience of 19,474,183 people in United States.

#2among Business news in United States#46among Website / Newspaper / Magazine in United States#190in Business & Career

The average Forbes fan in United States is 41.0 years old, balanced, and lives primarily in California.

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

Top brand affinities include Nancy Mace, Google Drive, Google Docs, with strongest over-indexing on Nancy Mace (3.11× the country average).

Demographically, the Forbes audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Forbes fan in United States is balanced, around 41.0 years old, with strong Need for Security tendencies and a notable affinity for Nancy Mace.

Category: Business & Career · Type: Website / Newspaper / Magazine · Subtype: Business news

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 Forbes profile in United States.

Audience size
19.5M
in United States
Gender
50.8%♀
49.2% male
Age
41.0
average years
Country rank
#1700
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Forbes

50.8% are female, 49.2% are male, average age 41.0.

Fig. 02

Gender split

50.8%
Female
49.2%
Male
Demographic split for Forbes audience in United States
MetricValue
Female50.8%
Male49.2%
Average age41.0
Estimated audience size19,474,183
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Forbes audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3920%
40-4922%
50+24%
Fig. 04

Worldwide distribution

40.5%

of the worldwide Forbes audience comes from United States.

Worldwide audience distribution share by country for Forbes
CountryShare
United States40.5%
India4.4%
United Kingdom4.2%
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 Forbes audience in United States is strongest.

Fig. 05

Top regions by affinity

Forbes fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~100K1.93×
02New York~1.5M1.49×
03Rhode Island~90K1.38×
04Connecticut~200K1.28×
05Massachusetts~500K1.18×
06Kansas~200K1.18×
07New Jersey~600K1.16×
08California~2.5M1.14×
09Virginia~500K1.13×
10Florida~1.5M1.12×
11South Dakota~50K1.10×
12Pennsylvania~700K1.08×
13Georgia~600K1.08×
14Vermont~40K1.08×
15Illinois~700K1.04×
16Maryland~300K1.04×
17Colorado~300K1.04×
18Oregon~200K1.03×
19Iowa~200K1.03×
20Washington~400K1.02×
21New Hampshire~80K1.02×
22Maine~70K1.02×
23Alaska~40K1.01×
24Montana~50K0.97×
25North Dakota~40K0.97×
26Minnesota~300K0.96×
27North Carolina~600K0.95×
28Arizona~400K0.95×
29Nebraska~90K0.95×
30Texas~1.5M0.92×
31South Carolina~300K0.91×
32Louisiana~200K0.90×
33Utah~200K0.90×
34Idaho~90K0.90×
35Hawaii~80K0.90×
36Tennessee~300K0.89×
37Wisconsin~300K0.89×
38Kentucky~200K0.89×
39Delaware~50K0.89×
40Missouri~300K0.87×
41Nevada~200K0.86×
42Michigan~400K0.85×
43Ohio~500K0.84×
44Indiana~300K0.83×
45New Mexico~80K0.80×
46Alabama~200K0.78×
47Oklahoma~200K0.78×
48Mississippi~100K0.78×
49Arkansas~100K0.77×
50West Virginia~70K0.76×
Fig. 06

Affinity by region

Affinity by region — Forbes, United States
0.76×1.00×1.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Forbes audience
#·InterestCategoryAffinity×
01Matthew RhysMovies & TV3.30×
02Democratic UndergroundPolitics & Society3.13×
03Nancy MacePolitics & Society3.11×
04Hakeem JeffriesPolitics & Society2.68×
05LabCorpHealth2.52×
06Google CalendarInternet & Social Media2.26×
07Ana de ArmasMovies & TV2.17×
08Google DriveTechnology & Electronics2.15×
09Google DocsInternet & Social Media2.04×
10Yahoo! FinanceBusiness & Career1.84×
11Animal Liberation OrchestraMusic & Radio1.79×
12Lindsey GrahamPolitics & Society1.75×
13Dick CheneyPolitics & Society1.74×
14CNBCMovies & TV1.70×
15RetirementBusiness & Career1.68×
16Thomas MassiePolitics & Society1.67×
17Google NewsNews1.63×
18Homo sapiensKids & Family1.58×
19Savannah GuthrieMovies & TV1.54×
20GeminiTechnology & Electronics1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Forbes 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 Forbes audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.25×
PatriotismCONSERVATISM1.17×
Early Adopter MentalityPOWER1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Forbes audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.81×
Convenience OrientationPREMIUM0.82×
Price SensitivityPREMIUM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Forbes have in United States?

Forbes has an estimated audience of 19,474,183 people in United States, concentrated in California and New York.

02

What is the gender split and age of Forbes fans?

50.8% of Forbes fans are female, 49.2% are male, with an average age of 41.0 years.

03

Which brands do Forbes fans like most?

Forbes fans show strongest brand affinity for Nancy Mace (3.11×), Google Drive (2.15×), and Google Docs (2.04×) over the country average.

04

Where do Forbes fans live in United States?

Forbes fans in United States are most concentrated in California (reach ~2.5M), New York (reach ~1.5M), and Texas (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Forbes fans also like?

Beyond Forbes itself, the audience over-indexes on Google Drive (2.15×), Google Docs (2.04×), Lindsey Graham (1.75×), and LabCorp (2.52×) compared to the United States average.

Appendix

Explore more audiences

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

More Business news audiences in United States

See Forbes audiences in other countries

How to read this data

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