Rascasse Audience Intelligence

Highmark Target Market in United States

A data profile of the people who buy, follow and care about Highmark in United States — modelled from more than twelve digital signal sources. Highmark has an estimated audience of 571,681 people in United States.

#3489among Brand in United States#911in Health

The average Highmark fan in United States is 43.4 years old, balanced, and lives primarily in Pennsylvania.

The audience is concentrated in Pennsylvania, New York, West Virginia.

Top brand affinities include Cigna, NASDAQ, UBS, with strongest over-indexing on Cigna (37× the country average).

Demographically, the Highmark audience skews balanced with an average age of 43.4, and over-indexes on personality traits such as Career Orientation, Family Orientation.

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

The typical Highmark fan in United States is balanced, around 43.4 years old, with strong Career Orientation tendencies and a notable affinity for Cigna.

Category: Health · 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 Highmark profile in United States.

Audience size
572K
in United States
Gender
51.8%♀
48.2% male
Age
43.4
average years
Country rank
#33817
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Highmark

51.8% are female, 48.2% are male, average age 43.4.

Fig. 02

Gender split

51.8%
Female
48.2%
Male
Demographic split for Highmark audience in United States
MetricValue
Female51.8%
Male48.2%
Average age43.4
Estimated audience size571,681
Fig. 03

Age distribution

Ø 43.4
average years
Age distribution of the Highmark audience in United States
Age bracketShare%
16-1919%
20-2913%
30-3912%
40-4916%
50+39%
Fig. 04

Worldwide distribution

90.2%

of the worldwide Highmark audience comes from United States.

Worldwide audience distribution share by country for Highmark
CountryShare
United States90.2%
India2.7%
Canada1.8%
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 Highmark audience in United States is strongest.

Fig. 05

Top regions by affinity

Highmark customers by region in United States
#RegionReachAffinity×
01Pennsylvania~200K12.74×
02Delaware~20K11.30×
03West Virginia~20K6.70×
04New York~50K1.44×
05South Dakota~2K1.20×
06Wyoming<1K0.86×
07Alaska<1K0.75×
08Hawaii~2K0.71×
09North Dakota<1K0.70×
10Maryland~7K0.68×
11Montana~1K0.68×
12Ohio~10K0.67×
13Washington, District of Columbia~1K0.67×
14Virginia~9K0.65×
15Rhode Island~1K0.61×
16Nebraska~2K0.60×
17New Hampshire~1K0.60×
18New Jersey~8K0.59×
19Maine~1K0.58×
20Indiana~6K0.57×
21Kansas~2K0.55×
22Idaho~2K0.55×
23New Mexico~2K0.55×
24Kentucky~4K0.51×
25Utah~3K0.51×
26Mississippi~2K0.50×
27Louisiana~4K0.49×
28Arkansas~2K0.49×
29Minnesota~4K0.47×
30Connecticut~3K0.47×
31Florida~20K0.46×
32South Carolina~4K0.45×
33Iowa~2K0.45×
34North Carolina~7K0.43×
35Missouri~4K0.43×
36Colorado~4K0.43×
37Tennessee~5K0.42×
38Oklahoma~3K0.42×
39Nevada~2K0.42×
40Georgia~7K0.40×
41Massachusetts~4K0.40×
42Illinois~7K0.39×
43Alabama~3K0.39×
44Wisconsin~3K0.38×
45Oregon~2K0.38×
46Michigan~5K0.35×
47Arizona~4K0.35×
48Texas~20K0.34×
49Washington~4K0.34×
50California~10K0.23×
Fig. 06

Affinity by region

Affinity by region — Highmark, United States
0.23×1.00×12.74×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Highmark audience
#·InterestCategoryAffinity×
01Société GénéraleBusiness & Career118.48×
02Crédit AgricoleBusiness & Career114.88×
03UBSBusiness & Career47.48×
04Novo NordiskHealth43.32×
05CignaBusiness & Career37.00×
06JPMorgan ChaseBusiness & Career26.18×
07Goldman SachsBusiness & Career20.30×
08Elderly careHealth17.19×
09Avan JogiaMovies & TV17.18×
10NASDAQBusiness & Career15.04×
11Dow Jones Industrial AverageBusiness & Career14.93×
12DAXBusiness & Career13.33×
13QVCMovies & TV9.65×
14Sustainable energyHome & Garden8.85×
15FedExBusiness & Career6.84×
16Renewable energyBusiness & Career6.04×
17Vehicle insuranceCars & Mobility5.02×
18Mortgage loansBusiness & Career4.70×
19WingstopFood & Beverages4.55×
20PinterestInternet & Social Media3.13×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Highmark 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 Highmark audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER4.92×
Family OrientationCONSERVATISM4.54×
Convenience OrientationPREMIUM2.93×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Highmark audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.78×
Early Adopter MentalityPOWER0.81×
Healthy LifestyleBALANCE0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Highmark's target market in United States?

Highmark's target market in United States covers an estimated 571,681 people, concentrated in Pennsylvania and New York.

02

What is the gender split and age of Highmark customers?

51.8% of the Highmark audience are female, 48.2% are male, with an average age of 43.4 years.

03

Which brands do Highmark fans like most?

Highmark fans show strongest brand affinity for Cigna (37×), NASDAQ (15.04×), and UBS (47.48×) over the country average.

04

Where do Highmark fans live in United States?

Highmark fans in United States are most concentrated in Pennsylvania (reach ~200K), New York (reach ~50K), and West Virginia (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Highmark fans also like?

Beyond Highmark itself, the audience over-indexes on NASDAQ (15.04×), UBS (47.48×), Novo Nordisk (43.32×), and Dow Jones Industrial Average (14.93×) compared to the United States average.

Appendix

Explore more audiences

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

More Health audiences in United States

See Highmark audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →