Rascasse Audience Intelligence

H&R Block Target Market in United States

Name: H&R Block — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about H&R Block in United States — modelled from more than twelve digital signal sources. H&R Block has an estimated audience of 11,271,673 people in United States.

#321among Brand in United States #318in Business & Career

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 Ameriprise Financial, Jackson Hewitt, TurboTax, with strongest over-indexing on Ameriprise Financial (33.91× 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, Risk Appetite.

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

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 Ameriprise Financial.

Category: Business & Career · 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 H&R Block profile in United States.

Audience size

11.3M

in United States

Gender

50.0%♀

50.0% male

Age

42.9

average years

Country rank

#3180

Brand in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of H&R Block

50.0% are female, 50.0% are male, average age 42.9.

Fig. 02

Gender split

50.0%

Female

50.0%

Male

Demographic split for H&R Block audience in United States
Metric	Value
Female	50.0%
Male	50.0%
Average age	42.9
Estimated audience size	11,271,673

Fig. 03

Age distribution

Age distribution of the H&R Block audience in United States
Age bracket	Share	%
16-19		14%
20-29		16%
30-39		19%
40-49		20%
50+		31%

Fig. 04

Worldwide distribution

85.9%

of the worldwide H&R Block audience comes from United States.

Worldwide audience distribution share by country for H&R Block
Country	Share
United States	85.9%
Canada	9.1%
Australia	2.2%

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 H&R Block audience in United States is strongest.

Fig. 05

Top regions by affinity

H&R Block customers by region in United States
#	Region	Reach	×
01	West Virginia	~90K	1.62×
02	Virginia	~400K	1.37×
03	Kansas	~100K	1.32×
04	Arkansas	~100K	1.27×
05	Kentucky	~200K	1.26×
06	Montana	~40K	1.24×
07	Alaska	~30K	1.24×
08	Missouri	~200K	1.22×
09	Wyoming	~20K	1.20×
10	North Dakota	~30K	1.19×
11	Nebraska	~70K	1.18×
12	Indiana	~200K	1.17×
13	South Dakota	~30K	1.17×
14	New Mexico	~70K	1.16×
15	Tennessee	~300K	1.14×
16	Oklahoma	~100K	1.14×
17	Washington	~300K	1.11×
18	Maine	~50K	1.08×
19	Oregon	~100K	1.06×
20	Iowa	~100K	1.05×
21	Colorado	~200K	1.04×
22	Michigan	~300K	1.02×
23	New Hampshire	~50K	1.01×
24	Ohio	~400K	1.00×
25	Idaho	~60K	1.00×
26	Wisconsin	~200K	0.98×
27	Minnesota	~200K	0.98×
28	Mississippi	~90K	0.98×
29	South Carolina	~200K	0.97×
30	Delaware	~30K	0.93×
31	North Carolina	~300K	0.92×
32	Alabama	~100K	0.92×
33	Louisiana	~100K	0.91×
34	Nevada	~100K	0.91×
35	Hawaii	~40K	0.89×
36	Georgia	~300K	0.88×
37	Pennsylvania	~300K	0.87×
38	Florida	~700K	0.86×
39	Texas	~800K	0.84×
40	Arizona	~200K	0.84×
41	Illinois	~300K	0.82×
42	Utah	~80K	0.77×
43	Rhode Island	~30K	0.77×
44	Connecticut	~90K	0.76×
45	Maryland	~100K	0.75×
46	Massachusetts	~200K	0.73×
47	New Jersey	~200K	0.69×
48	New York	~400K	0.68×
49	California	~800K	0.61×
50	Washington, District of Columbia	~20K	0.56×

Affinity by region — H&R Block, United States

Section 04

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

Audience interests & affinities

The strongest cross-interests of the H&R Block audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for H&R Block audience
#	Interest	Category	×
01	Childfree	Business & Career	37.15×
02	IRS e-file	NGO / Political Party	34.20×
03	Ameriprise Financial	Business & Career	33.91×
04	Liberty Tax Service	Business & Career	31.85×
05	Charites	Politics & Society	31.64×
06	Tax reform	Politics & Society	29.15×
07	Jackson Hewitt	Business & Career	22.32×
08	TaxACT	Technology & Electronics	16.81×
09	Tax return (United States)	Business & Career	14.84×
10	Tax advisor	Business & Career	13.14×
11	Tax refund	Business & Career	9.97×
12	Internal Revenue Service	Business & Career	9.34×
13	Tax preparation	Business & Career	9.11×
14	TurboTax	Business & Career	5.87×
15	Ethnic groups	Politics & Society	4.03×
16	Staples (Canada)	Business & Career	3.15×
17	United Parcel Service	Business & Career	2.54×
18	Yahoo! Finance	Business & Career	2.16×
19	The UPS Store	Shopping	2.14×
20	Mitch McConnell	Politics & Society	1.65×

Section 05

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

Personality of the H&R Block 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 H&R Block audience · What stands out
Trait	Cluster	Score
Need for Security	CONSERVATISM	1.66×
Risk Appetite	THRILL	1.55×
Mindfulness	BALANCE	1.38×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by H&R Block audience · Rather not
Trait	Cluster	Score
Design Affinity	PREMIUM	0.83×
Luxury Orientation	PREMIUM	0.87×
Sports Activity	POWER	0.93×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is H&R Block's target market in United States?

H&R Block's target market in United States covers an estimated 11,271,673 people, concentrated in Texas and California.

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

50.0% of the H&R Block audience 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 Ameriprise Financial (33.91×), Jackson Hewitt (22.32×), 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 ~800K), California (reach ~800K), and Florida (reach ~700K). 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 Jackson Hewitt (22.32×), TurboTax (5.87×), IRS e-file (34.2×), and TaxACT (16.81×) compared to the United States average.

Appendix

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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.

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