H&R Block Audience in United States

H&R Block logo

H&R Block has an estimated audience of 11,616,162 people in United States. 50.0% are female, 50.0% are male, average age 42.9. Top regions: Texas, California, Florida. Top brand affinities: Jackson Hewitt, Ameriprise Financial, TurboTax, IRS e-file, Tax return (United States).

The average H&R Block fan in United States is 42.9 years old, balanced, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Jackson Hewitt, Ameriprise Financial, TurboTax, with strongest over-indexing on Jackson Hewitt (22.32× the country average). Demographically, the H&R Block audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Need for Security, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Brand

Demographics of H&R Block fans

Demographic split for H&R Block audience in United States
MetricValue
Female50.0%
Male50.0%
Average age42.9
Estimated audience size11,616,162

Audience persona

The typical H&R Block fan in United States is balanced, around 42.9 years old, with strong Need for Security tendencies and a notable affinity for Jackson Hewitt.

Top regions in United States

Top regions ranked by reach for H&R Block in United States
RegionReachAffinity
Texas907,6640.91×
California862,8190.68×
Florida696,5920.89×
New York458,4080.71×
Ohio384,9311.08×
North Carolina355,1461.02×
Pennsylvania353,1000.9×
Illinois336,5110.87×
Georgia333,4440.93×
Michigan304,9381×
Tennessee270,3371.16×
Virginia266,0660.94×
Washington261,2031.12×
Indiana259,8851.22×
Missouri243,9561.3×
Colorado217,2431.19×
New Jersey213,4450.72×
Arizona205,7330.87×
Kentucky181,2011.24×
South Carolina174,6001×
Wisconsin173,6260.99×
Massachusetts173,4430.76×
Minnesota160,7010.97×
Maryland151,8060.76×
Oregon150,4421.13×
Alabama150,0930.92×
Oklahoma149,7541.16×
Louisiana134,8110.9×
Arkansas125,6271.31×
Kansas123,4021.35×
Nevada100,0980.89×
Iowa99,5601.04×
Mississippi93,6490.98×
Connecticut90,9530.78×
Utah82,6050.79×
West Virginia79,2321.46×
Nebraska68,7491.18×
New Mexico65,9921.13×
Idaho53,2620.91×
New Hampshire45,7211×
Hawaii44,7140.9×
Maine44,6321.07×
Montana37,7821.17×
South Dakota29,9161.11×
Rhode Island29,4190.8×
Alaska28,9651.17×
Delaware28,2840.88×
North Dakota26,8361.12×
Washington, District of Columbia21,9870.63×
Wyoming19,2761.12×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for H&R Block audience
BrandAffinityCategory
Jackson Hewitt22.32×Business & Career
Ameriprise Financial33.91×Business & Career
TurboTax5.87×Business & Career
IRS e-file34.2×
Tax return (United States)14.84×Business & Career
TaxACT16.81×Technology & Electronics
Tax reform29.15×Politics & Society
Internal Revenue Service9.34×Business & Career
Liberty Tax Service31.85×Business & Career
Staples (Canada)3.15×Business & Career
Ethnic groups4.03×Politics & Society
Tax preparation9.11×Business & Career
Tax refund9.97×Business & Career
United Parcel Service2.54×Business & Career
Charites31.64×Politics & Society
Childfree37.15×Business & Career
Tax advisor13.14×Business & Career
The UPS Store2.14×Shopping
Yahoo! Finance2.16×Business & Career
LinkedIn1.68×Internet & Social Media

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by H&R Block audience
TraitClusterScore
Need for SecurityCONSERVATISM1.47
Family OrientationCONSERVATISM1.33
Price SensitivityPREMIUM1.28
Career OrientationPOWER1.21
Quality AwarenessPREMIUM1.2
Social Media UsageJOY1.19

Worldwide distribution

Worldwide audience distribution share by country for H&R Block
CountryShare
United States86.2%
Canada9.1%
Australia2.1%

See H&R Block audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does H&R Block have in United States?

H&R Block has an estimated audience of 11,616,162 people in United States, concentrated in Texas and California.

What is the gender split and age of H&R Block fans?

50.0% of H&R Block fans are female, 50.0% are male, with an average age of 42.9 years.

Which brands do H&R Block fans like most?

H&R Block fans show strongest brand affinity for Jackson Hewitt (22.32×), Ameriprise Financial (33.91×), and TurboTax (5.87×) over the country average.

Where do H&R Block fans live in United States?

H&R Block fans in United States are most concentrated in Texas (reach 907,664), California (reach 862,819), and Florida (reach 696,592). These three regions account for the largest share of the active audience.

What other brands do H&R Block fans also like?

Beyond H&R Block itself, the audience over-indexes on Ameriprise Financial (33.91×), TurboTax (5.87×), IRS e-file (34.2×), and Tax return (United States) (14.84×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for H&R Block. 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.