Rascasse Audience Intelligence

Guinness World Records Target Market in United States

A data profile of the people who buy, follow and care about Guinness World Records in United States — modelled from more than twelve digital signal sources. Guinness World Records has an estimated audience of 3,959,191 people in United States.

#833among Brand in United States#210in Kids & Family

The average Guinness World Records fan in United States is 41.0 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include 100 metres, NFL, Kansas City Chiefs, with strongest over-indexing on 100 metres (13.83× the country average).

Demographically, the Guinness World Records audience skews more male with an average age of 41.0, and over-indexes on personality traits such as Extroversion, Convenience Orientation.

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

The typical Guinness World Records fan in United States is more male, around 41.0 years old, with strong Extroversion tendencies and a notable affinity for 100 metres.

Category: Kids & Family · Type: Brand

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 Guinness World Records profile in United States.

Audience size
4M
in United States
Gender
44.4%♀
55.6% male
Age
41.0
average years
Country rank
#8112
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Guinness World Records

44.4% are female, 55.6% are male, average age 41.0.

Fig. 02

Gender split

44.4%
Female
55.6%
Male
Demographic split for Guinness World Records audience in United States
MetricValue
Female44.4%
Male55.6%
Average age41.0
Estimated audience size3,959,191
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Guinness World Records audience in United States
Age bracketShare%
16-1915%
20-2920%
30-3920%
40-4920%
50+25%
Fig. 04

Worldwide distribution

33.2%

of the worldwide Guinness World Records audience comes from United States.

Worldwide audience distribution share by country for Guinness World Records
CountryShare
United States33.2%
India11.1%
United Kingdom8.0%
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 Guinness World Records audience in United States is strongest.

Fig. 05

Top regions by affinity

Guinness World Records customers by region in United States
#RegionReachAffinity×
01Utah~40K1.22×
02Kentucky~60K1.14×
03North Dakota~9K1.13×
04Washington~90K1.11×
05Oklahoma~50K1.10×
06Kansas~30K1.10×
07Idaho~20K1.10×
08Missouri~70K1.07×
09South Dakota~10K1.07×
10Ohio~100K1.06×
11Montana~10K1.06×
12Iowa~30K1.05×
13Alaska~9K1.05×
14Georgia~100K1.04×
15Indiana~80K1.04×
16Oregon~50K1.03×
17Nebraska~20K1.03×
18Connecticut~40K1.02×
19West Virginia~20K1.02×
20Maine~10K1.02×
21New York~200K1.01×
22Tennessee~80K1.01×
23Arkansas~30K1.01×
24New Hampshire~20K1.01×
25Virginia~100K1.00×
26Vermont~7K1.00×
27North Carolina~100K0.99×
28Wisconsin~60K0.99×
29Alabama~60K0.99×
30Hawaii~20K0.99×
31Texas~300K0.98×
32Pennsylvania~100K0.98×
33Michigan~100K0.98×
34South Carolina~60K0.98×
35California~400K0.97×
36Minnesota~60K0.97×
37Louisiana~50K0.97×
38New Jersey~100K0.96×
39Mississippi~30K0.96×
40Rhode Island~10K0.94×
41Florida~300K0.93×
42Colorado~60K0.93×
43Nevada~40K0.93×
44Massachusetts~70K0.92×
45Illinois~100K0.89×
46Maryland~60K0.88×
47Delaware~10K0.88×
48Arizona~70K0.87×
49Washington, District of Columbia~10K0.86×
50New Mexico~20K0.81×
Fig. 06

Affinity by region

Affinity by region — Guinness World Records, United States
0.81×1.00×1.22×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Guinness World Records audience
#·InterestCategoryAffinity×
01Arrowhead StadiumSports18.87×
02100 metresSports13.83×
03GuinnessFood & Beverages11.82×
04Kansas City ChiefsSports3.89×
05FatherhoodKids & Family2.10×
06CBSMovies & TV1.95×
07NBCMovies & TV1.71×
08NFLSports1.67×
09XInternet & Social Media1.66×
10MagazinesLiterature1.64×
11Current eventsArts & Culture1.63×
12Comedy moviesMovies & TV1.63×
13BasketballSports1.62×
14BooksLiterature1.62×
15Rock musicMusic & Radio1.59×
16DogsPets & Animals1.58×
17PhotographyArts & Culture1.56×
18Video gamesGames1.56×
19YouTubeMovies & TV1.53×
20InstagramInternet & Social Media1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Guinness World Records 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 Guinness World Records audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.63×
Convenience OrientationPREMIUM1.42×
PatriotismCONSERVATISM1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Guinness World Records audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.86×
Quality AwarenessPREMIUM0.89×
Design AffinityPREMIUM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Guinness World Records's target market in United States?

Guinness World Records's target market in United States covers an estimated 3,959,191 people, concentrated in California and Texas.

02

What is the gender split and age of Guinness World Records customers?

44.4% of the Guinness World Records audience are female, 55.6% are male, with an average age of 41.0 years.

03

Which brands do Guinness World Records fans like most?

Guinness World Records fans show strongest brand affinity for 100 metres (13.83×), NFL (1.67×), and Kansas City Chiefs (3.89×) over the country average.

04

Where do Guinness World Records fans live in United States?

Guinness World Records fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Guinness World Records fans also like?

Beyond Guinness World Records itself, the audience over-indexes on NFL (1.67×), Kansas City Chiefs (3.89×), Guinness (11.82×), and Instagram (1.52×) compared to the United States average.

Appendix

Explore more audiences

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

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See Guinness World Records audiences in other countries

How to read this data

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