Rascasse Audience Intelligence

General insurance Audience in United States

A data profile of the people who buy, follow and care about General insurance in United States — modelled from more than twelve digital signal sources. General insurance has an estimated audience of 2,281,494 people in United States.

#5898among Topic in United States#993in Business & Career

The average General insurance fan in United States is 39.6 years old, more male, and lives primarily in Florida.

The audience is concentrated in Florida, California, Texas.

Top brand affinities include Progressive Corporation, Allstate, GEICO, with strongest over-indexing on Progressive Corporation (7.04× the country average).

Demographically, the General insurance audience skews more male with an average age of 39.6, and over-indexes on personality traits such as Need for Security, Career Orientation.

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

The typical General insurance fan in United States is more male, around 39.6 years old, with strong Need for Security tendencies and a notable affinity for Progressive Corporation.

Category: Business & Career · Type: Topic

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 General insurance profile in United States.

Audience size
2.3M
in United States
Gender
37.4%♀
62.6% male
Age
39.6
average years
Country rank
#12805
Topic 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 General insurance fans

37.4% are female, 62.6% are male, average age 39.6.

Fig. 02

Gender split

37.4%
Female
62.6%
Male
Demographic split for General insurance audience in United States
MetricValue
Female37.4%
Male62.6%
Average age39.6
Estimated audience size2,281,494
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the General insurance audience in United States
Age bracketShare%
16-1920%
20-2918%
30-3920%
40-4922%
50+21%
Fig. 04

Worldwide distribution

14.5%

of the worldwide General insurance audience comes from United States.

Worldwide audience distribution share by country for General insurance
CountryShare
Japan19.5%
India15.8%
United States14.5%
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 General insurance audience in United States is strongest.

Fig. 05

Top regions by affinity

General insurance fans by region: top regions in United States
#RegionReachAffinity×
01West Virginia~20K1.71×
02Arkansas~30K1.60×
03Tennessee~70K1.57×
04Georgia~100K1.54×
05Alabama~50K1.54×
06New Mexico~20K1.50×
07South Carolina~50K1.40×
08Mississippi~30K1.39×
09North Carolina~90K1.35×
10Oklahoma~30K1.35×
11Florida~200K1.33×
12Ohio~80K1.20×
13Delaware~8K1.20×
14Missouri~40K1.19×
15Pennsylvania~90K1.18×
16Louisiana~30K1.17×
17Nevada~30K1.15×
18Colorado~40K1.13×
19Wyoming~4K1.05×
20New York~100K1.03×
21Virginia~60K1.03×
22Kansas~20K1.00×
23Texas~200K0.99×
24Kentucky~30K0.99×
25North Dakota~5K0.97×
26Indiana~40K0.96×
27Nebraska~10K0.96×
28Connecticut~20K0.95×
29Idaho~10K0.94×
30Maryland~40K0.93×
31Arizona~40K0.91×
32Montana~6K0.90×
33South Dakota~4K0.84×
34Oregon~20K0.83×
35Illinois~60K0.82×
36California~200K0.80×
37Iowa~10K0.80×
38Alaska~4K0.78×
39Washington~40K0.77×
40Maine~6K0.76×
41Rhode Island~6K0.76×
42New Jersey~40K0.75×
43Utah~20K0.75×
44Washington, District of Columbia~5K0.66×
45Michigan~40K0.65×
46Wisconsin~20K0.61×
47Minnesota~20K0.61×
48Hawaii~6K0.60×
49New Hampshire~5K0.58×
50Massachusetts~20K0.51×
Fig. 06

Affinity by region

Affinity by region — General insurance, United States
0.51×1.00×1.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for General insurance audience
#·InterestCategoryAffinity×
01Whole life insuranceBusiness & Career8.76×
02Property insuranceHome & Garden8.55×
03State Farm InsuranceBusiness & Career8.24×
04COSCOBusiness & Career8.12×
05Term life insuranceBusiness & Career7.60×
06Progressive CorporationBusiness & Career7.04×
07Liberty MutualBusiness & Career7.04×
08AllstateBusiness & Career6.46×
09GEICOBusiness & Career4.79×
10Insurance policyBusiness & Career4.40×
11CitibankBusiness & Career3.97×
12Home insuranceBusiness & Career2.82×
13Health insuranceBusiness & Career2.72×
14Bank of AmericaBusiness & Career2.53×
15Capital OneBusiness & Career2.31×
16Wells FargoBusiness & Career1.94×
17InsuranceBusiness & Career1.90×
18Dollar GeneralShopping1.74×
19Indeed.comBusiness & Career1.71×
20BusinessBusiness & Career1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the General insurance 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 General insurance audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.49×
Career OrientationPOWER1.40×
Price SensitivityPREMIUM1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by General insurance audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.90×
Luxury OrientationPREMIUM0.93×
SustainabilityBALANCE0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does General insurance have in United States?

General insurance has an estimated audience of 2,281,494 people in United States, concentrated in Florida and California.

02

What is the gender split and age of General insurance fans?

37.4% of General insurance fans are female, 62.6% are male, with an average age of 39.6 years.

03

Which brands do General insurance fans like most?

General insurance fans show strongest brand affinity for Progressive Corporation (7.04×), Allstate (6.46×), and GEICO (4.79×) over the country average.

04

Where do General insurance fans live in United States?

General insurance fans in United States are most concentrated in Florida (reach ~200K), California (reach ~200K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do General insurance fans also like?

Beyond General insurance itself, the audience over-indexes on Allstate (6.46×), GEICO (4.79×), Bank of America (2.53×), and Business (1.56×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See General insurance audiences in other countries

How to read this data

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