Rascasse Audience Intelligence

Hispanic culture Audience in United States

A data profile of the people who buy, follow and care about Hispanic culture in United States — modelled from more than twelve digital signal sources. Hispanic culture has an estimated audience of 28,288,447 people in United States.

#701among Topic in United States#55in Politics & Society

The average Hispanic culture fan in United States is 35.9 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Spanish language, Las Vegas, American Airlines, with strongest over-indexing on Spanish language (3.68× the country average).

Demographically, the Hispanic culture audience skews more female with an average age of 35.9, and over-indexes on personality traits such as Spirituality, Indulgence.

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

The typical Hispanic culture fan in United States is more female, around 35.9 years old, with strong Spirituality tendencies and a notable affinity for Spanish language.

Category: Politics & Society · 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 Hispanic culture profile in United States.

Audience size
28.3M
in United States
Gender
56.3%♀
43.7% male
Age
35.9
average years
Country rank
#1019
Topic in United States
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hispanic culture fans

56.3% are female, 43.7% are male, average age 35.9.

Fig. 02

Gender split

56.3%
Female
43.7%
Male
Demographic split for Hispanic culture audience in United States
MetricValue
Female56.3%
Male43.7%
Average age35.9
Estimated audience size28,288,447
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the Hispanic culture audience in United States
Age bracketShare%
16-1926%
20-2923%
30-3920%
40-4918%
50+13%
Fig. 04

Worldwide distribution

79.7%

of the worldwide Hispanic culture audience comes from United States.

Worldwide audience distribution share by country for Hispanic culture
CountryShare
United States79.7%
Mexico6.2%
Spain2.6%
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 Hispanic culture audience in United States is strongest.

Fig. 05

Top regions by affinity

Hispanic culture fans by region: top regions in United States
#RegionReachAffinity×
01New Mexico~400K2.66×
02Texas~5M2.02×
03Arizona~800K1.44×
04California~4.5M1.40×
05North Carolina~1M1.30×
06Nevada~400K1.29×
07Georgia~1M1.22×
08Virginia~800K1.11×
09Maryland~500K1.07×
10South Carolina~500K1.07×
11North Dakota~60K1.07×
12Florida~2M1.05×
13Alaska~60K1.05×
14Vermont~50K1.03×
15Arkansas~200K1.02×
16Oklahoma~300K1.01×
17Utah~300K1.00×
18Kansas~200K1.00×
19South Dakota~60K0.99×
20Nebraska~100K0.98×
21Idaho~100K0.98×
22Delaware~80K0.98×
23Illinois~900K0.97×
24Hawaii~100K0.97×
25Indiana~500K0.96×
26Washington, District of Columbia~80K0.95×
27Montana~70K0.95×
28New Jersey~700K0.94×
29Alabama~400K0.94×
30Rhode Island~80K0.94×
31Connecticut~300K0.93×
32West Virginia~100K0.93×
33Kentucky~300K0.92×
34Mississippi~200K0.92×
35Maine~90K0.92×
36Colorado~400K0.91×
37Louisiana~300K0.91×
38New Hampshire~100K0.91×
39Washington~500K0.88×
40Tennessee~500K0.88×
41Wisconsin~400K0.88×
42Oregon~300K0.88×
43Iowa~200K0.87×
44Missouri~400K0.85×
45New York~1.5M0.82×
46Massachusetts~400K0.79×
47Minnesota~300K0.79×
48Michigan~600K0.78×
49Pennsylvania~700K0.77×
50Ohio~600K0.71×
Fig. 06

Affinity by region

Affinity by region — Hispanic culture, United States
0.71×1.00×2.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hispanic culture audience
#·InterestCategoryAffinity×
01TaiwanTravel & Leisure4.71×
02Jackie ChanMovies & TV4.71×
03Bruce LeeMovies & TV4.71×
04Hong KongTravel & Leisure3.89×
05Spanish languagePolitics & Society3.68×
06Western UnionBusiness & Career3.48×
07Anne HathawayMovies & TV2.97×
08Outback SteakhouseFood & Beverages2.76×
09Dallas MavericksSports2.50×
10Las VegasTravel & Leisure2.49×
11WhataburgerFood & Beverages2.41×
127-ElevenShopping2.17×
13Hair ExtensionsBeauty & Wellness2.04×
14InnovationBusiness & Career1.99×
15Nordstrom rackFashion & Accessoires1.98×
16American AirlinesTravel & Leisure1.96×
17ReggaetonMusic & Radio1.87×
18RadioTechnology & Electronics1.85×
19The UPS StoreShopping1.84×
20FIFA World CupSports1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hispanic culture 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 Hispanic culture audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.56×
IndulgenceJOY1.43×
Convenience OrientationPREMIUM1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hispanic culture audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.91×
Luxury OrientationPREMIUM0.92×
CreativityOPEN0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hispanic culture have in United States?

Hispanic culture has an estimated audience of 28,288,447 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Hispanic culture fans?

56.3% of Hispanic culture fans are female, 43.7% are male, with an average age of 35.9 years.

03

Which brands do Hispanic culture fans like most?

Hispanic culture fans show strongest brand affinity for Spanish language (3.68×), Las Vegas (2.49×), and American Airlines (1.96×) over the country average.

04

Where do Hispanic culture fans live in United States?

Hispanic culture fans in United States are most concentrated in Texas (reach ~5M), California (reach ~4.5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Hispanic culture fans also like?

Beyond Hispanic culture itself, the audience over-indexes on Las Vegas (2.49×), American Airlines (1.96×), Taiwan (4.71×), and FIFA World Cup (1.5×) compared to the United States average.

Appendix

Explore more audiences

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

More Politics & Society audiences in United States

See Hispanic culture audiences in other countries

How to read this data

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