Rascasse Audience Intelligence

High-net-worth individual Audience in United States

A data profile of the people who buy, follow and care about High-net-worth individual in United States — modelled from more than twelve digital signal sources. High-net-worth individual has an estimated audience of 9,665,945 people in United States.

#2348among Topic in United States#363in Business & Career

The average High-net-worth individual fan in United States is 44.8 years old, balanced, and lives primarily in California.

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

Top brand affinities include Macy's, Texas Roadhouse, Wallpaper (magazine), with strongest over-indexing on Macy's (6.58× the country average).

Demographically, the High-net-worth individual audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.

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

The typical High-net-worth individual fan in United States is balanced, around 44.8 years old, with strong Quality Awareness tendencies and a notable affinity for Macy's.

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 High-net-worth individual profile in United States.

Audience size
9.7M
in United States
Gender
51.6%♀
48.4% male
Age
44.8
average years
Country rank
#3703
Topic in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of High-net-worth individual fans

51.6% are female, 48.4% are male, average age 44.8.

Fig. 02

Gender split

51.6%
Female
48.4%
Male
Demographic split for High-net-worth individual audience in United States
MetricValue
Female51.6%
Male48.4%
Average age44.8
Estimated audience size9,665,945
Fig. 03

Age distribution

Ø 44.8
average years
Age distribution of the High-net-worth individual audience in United States
Age bracketShare%
16-198%
20-2915%
30-3920%
40-4924%
50+33%
Fig. 04

Worldwide distribution

16.7%

of the worldwide High-net-worth individual audience comes from United States.

Worldwide audience distribution share by country for High-net-worth individual
CountryShare
United States16.7%
India9.9%
Japan9.0%
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 High-net-worth individual audience in United States is strongest.

Fig. 05

Top regions by affinity

High-net-worth individual fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~50K1.73×
02New York~900K1.62×
03Massachusetts~300K1.42×
04California~1.5M1.34×
05New Jersey~300K1.20×
06Washington~200K1.17×
07Illinois~400K1.15×
08Virginia~300K1.14×
09Maryland~200K1.10×
10Alaska~20K1.08×
11Vermont~20K1.07×
12Connecticut~100K1.06×
13North Dakota~20K1.05×
14South Dakota~20K1.04×
15New Hampshire~40K1.01×
16Montana~30K1.01×
17Hawaii~40K1.00×
18Rhode Island~30K1.00×
19Maine~30K0.99×
20Delaware~30K0.99×
21Colorado~100K0.98×
22Minnesota~100K0.98×
23Oregon~100K0.98×
24West Virginia~40K0.98×
25Pennsylvania~300K0.97×
26Idaho~50K0.96×
27Nebraska~50K0.96×
28Nevada~90K0.95×
29Mississippi~80K0.95×
30Kansas~70K0.95×
31New Mexico~50K0.95×
32Georgia~300K0.94×
33Utah~80K0.94×
34Arkansas~70K0.94×
35Florida~600K0.93×
36Iowa~70K0.93×
37North Carolina~300K0.92×
38Wisconsin~100K0.92×
39South Carolina~100K0.92×
40Louisiana~100K0.92×
41Kentucky~100K0.92×
42Oklahoma~100K0.92×
43Michigan~200K0.91×
44Missouri~100K0.91×
45Texas~700K0.90×
46Arizona~200K0.90×
47Tennessee~200K0.90×
48Indiana~200K0.90×
49Alabama~100K0.90×
50Ohio~300K0.84×
Fig. 06

Affinity by region

Affinity by region — High-net-worth individual, United States
0.84×1.00×1.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the High-net-worth individual audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for High-net-worth individual audience
#·InterestCategoryAffinity×
01Room & BoardHome & Garden16.36×
02Wallpaper (magazine)Home & Garden14.33×
03Business travelBusiness & Career10.83×
04Digital walletInternet & Social Media10.02×
05Business classTravel & Leisure9.87×
06House painter and decoratorHome & Garden9.81×
07Family carCars & Mobility8.81×
08LongHorn SteakhouseFood & Beverages8.41×
09Bergdorf GoodmanFashion & Accessoires8.15×
10Luxury yachtTravel & Leisure7.36×
11CoachFashion & Accessoires6.98×
12Macy'sShopping6.58×
13West ElmHome & Garden6.27×
14PGA ChampionshipSports6.03×
15Texas RoadhouseFood & Beverages5.78×
16Creative CommonsTechnology & Electronics5.47×
17NBA playoffsSports4.72×
18Google MapsInternet & Social Media3.68×
19Whole Foods MarketShopping3.60×
20FIFA World Cup 2026Sports2.19×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the High-net-worth individual 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 High-net-worth individual audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM5.08×
Luxury OrientationPREMIUM4.97×
Design AffinityPREMIUM3.97×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by High-net-worth individual audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.66×
SpiritualityBALANCE0.80×
Need for SecurityCONSERVATISM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does High-net-worth individual have in United States?

High-net-worth individual has an estimated audience of 9,665,945 people in United States, concentrated in California and New York.

02

What is the gender split and age of High-net-worth individual fans?

51.6% of High-net-worth individual fans are female, 48.4% are male, with an average age of 44.8 years.

03

Which brands do High-net-worth individual fans like most?

High-net-worth individual fans show strongest brand affinity for Macy's (6.58×), Texas Roadhouse (5.78×), and Wallpaper (magazine) (14.33×) over the country average.

04

Where do High-net-worth individual fans live in United States?

High-net-worth individual fans in United States are most concentrated in California (reach ~1.5M), New York (reach ~900K), and Texas (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do High-net-worth individual fans also like?

Beyond High-net-worth individual itself, the audience over-indexes on Texas Roadhouse (5.78×), Wallpaper (magazine) (14.33×), LongHorn Steakhouse (8.41×), and Business travel (10.83×) 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 High-net-worth individual audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for High-net-worth individual. 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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