Hispanic culture Audience in United States

Hispanic culture has an estimated audience of 28,288,447 people in United States. 56.3% are female, 43.7% are male, average age 35.9. Top regions: Texas, California, Florida. Top brand affinities: Google Maps, Capital One, Priyanka Chopra, Indeed.com, Horoscope.

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 Google Maps, Capital One, Priyanka Chopra, with strongest over-indexing on Google Maps (7.92× 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 Risk Appetite, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Politics & Society · Type: Topic

Demographics of Hispanic culture fans

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

Audience persona

The typical Hispanic culture fan in United States is more female, around 35.9 years old, with strong Risk Appetite tendencies and a notable affinity for Google Maps.

Top regions in United States

Top regions ranked by reach for Hispanic culture in United States
RegionReachAffinity
Texas4,842,2201.99×
California4,467,4701.44×
Florida2,287,6681.19×
New York1,321,4660.84×
Georgia1,016,5291.17×
North Carolina1,014,2741.19×
Arizona993,3691.72×
Illinois894,8370.95×
Virginia733,8581.07×
New Jersey661,7560.92×
Pennsylvania624,3750.66×
Michigan528,9890.72×
Ohio520,8630.6×
Washington503,6700.89×
Maryland501,0981.03×
Indiana494,2670.96×
Tennessee475,7080.84×
New Mexico458,9953.24×
South Carolina419,8260.99×
Colorado381,1830.85×
Massachusetts363,9400.65×
Missouri357,6360.78×
Alabama357,5510.9×
Oklahoma336,5081.07×
Nevada319,7651.17×
Wisconsin307,3680.72×
Louisiana304,6430.84×
Kentucky286,5940.81×
Connecticut267,5050.94×
Utah265,5211.05×
Minnesota265,3120.65×
Oregon252,5460.78×
Arkansas218,3660.94×
Kansas204,4690.92×
Mississippi193,6620.83×
Iowa156,3680.67×
Idaho147,6381.04×
Nebraska138,9170.98×
West Virginia98,3860.75×
Hawaii97,6390.8×
North Dakota77,1141.33×
Washington, District of Columbia75,9230.89×
Alaska73,6361.22×
Montana64,1910.82×
Rhode Island63,6020.71×
Maine63,5630.63×
South Dakota63,3590.97×
Delaware61,3390.79×
New Hampshire60,7990.55×
Wyoming59,6911.42×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Hispanic culture audience
BrandAffinityCategory
Google Maps7.92×Internet & Social Media
Capital One7.32×Business & Career
Priyanka Chopra21.79×Movies & TV
Indeed.com5.91×Business & Career
Horoscope13.08×Health
Dakota Johnson11.78×Movies & TV
Baidu25.48×Internet & Social Media
Michelle Yeoh21.7×Movies & TV
Circle K7.99×Shopping
CarGurus6.34×Cars & Mobility
DeviantArt7.21×Internet & Social Media
Singer-songwriter4.05×Music & Radio
Enterprise Rent-A-Car5.76×Cars & Mobility
Khan Academy7.93×Business & Career
Beetlejuice4.2×Movies & TV
Blended whiskey10.38×Food & Beverages
Jared Leto9.4×Movies & TV
Billy Bob Thornton6.47×Movies & TV
Day trading8.89×Business & Career
AccuWeather4.66×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by Hispanic culture audience
TraitClusterScore
Risk AppetiteTHRILL2.03
Luxury OrientationPREMIUM1.42
Early Adopter MentalityPOWER1.29
SpiritualityBALANCE1.27
Quality AwarenessPREMIUM1.21
LGBTQ+ IdentityOPEN1.14

Worldwide distribution

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

See Hispanic culture audiences in other countries

More Politics & Society audiences in United States

Frequently asked questions

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.

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.

Which brands do Hispanic culture fans like most?

Hispanic culture fans show strongest brand affinity for Google Maps (7.92×), Capital One (7.32×), and Priyanka Chopra (21.79×) over the country average.

Where do Hispanic culture fans live in United States?

Hispanic culture fans in United States are most concentrated in Texas (reach 4,842,220), California (reach 4,467,470), and Florida (reach 2,287,668). These three regions account for the largest share of the active audience.

What other brands do Hispanic culture fans also like?

Beyond Hispanic culture itself, the audience over-indexes on Capital One (7.32×), Priyanka Chopra (21.79×), Indeed.com (5.91×), and Horoscope (13.08×) 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 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.