Rascasse Audience Intelligence

Humana Target Market in United States

A data profile of the people who buy, follow and care about Humana in United States — modelled from more than twelve digital signal sources. Humana has an estimated audience of 4,266,314 people in United States.

#781among Brand in United States#306in Health

The average Humana fan in United States is 52.6 years old, balanced, and lives primarily in Florida.

The audience is concentrated in Florida, Texas, Georgia.

Top brand affinities include Aetna, Lavazza, Cigna, with strongest over-indexing on Aetna (27.38× the country average).

Demographically, the Humana audience skews balanced with an average age of 52.6, 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 Humana fan in United States is balanced, around 52.6 years old, with strong Career Orientation tendencies and a notable affinity for Aetna.

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 Humana profile in United States.

Audience size
4.3M
in United States
Gender
53.0%♀
47.0% male
Age
52.6
average years
Country rank
#7613
Brand in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Humana

53.0% are female, 47.0% are male, average age 52.6.

Fig. 02

Gender split

53.0%
Female
47.0%
Male
Demographic split for Humana audience in United States
MetricValue
Female53.0%
Male47.0%
Average age52.6
Estimated audience size4,266,314
Fig. 03

Age distribution

Ø 52.6
average years
Age distribution of the Humana audience in United States
Age bracketShare%
16-195%
20-295%
30-398%
40-4915%
50+67%
Fig. 04

Worldwide distribution

30.7%

of the worldwide Humana audience comes from United States.

Worldwide audience distribution share by country for Humana
CountryShare
United States30.7%
Lithuania12.8%
Spain9.5%
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 Humana audience in United States is strongest.

Fig. 05

Top regions by affinity

Humana customers by region in United States
#RegionReachAffinity×
01Kentucky~100K2.75×
02Louisiana~100K2.53×
03Mississippi~80K2.29×
04Florida~600K2.27×
05Oklahoma~80K1.84×
06South Carolina~100K1.77×
07West Virginia~30K1.67×
08Georgia~200K1.57×
09Alabama~90K1.55×
10North Carolina~200K1.54×
11Arkansas~50K1.53×
12Tennessee~100K1.48×
13Indiana~100K1.38×
14Virginia~100K1.32×
15Ohio~200K1.19×
16Montana~10K1.12×
17Nevada~40K1.07×
18Illinois~100K1.06×
19Missouri~70K1.05×
20New Hampshire~20K1.02×
21Texas~300K0.95×
22Wisconsin~60K0.94×
23Michigan~100K0.92×
24Arizona~70K0.88×
25New Mexico~20K0.87×
26Maine~10K0.85×
27Kansas~30K0.82×
28Maryland~50K0.74×
29Colorado~50K0.72×
30Vermont~5K0.71×
31Delaware~8K0.70×
32Washington~60K0.69×
33Iowa~20K0.67×
34Utah~20K0.66×
35Pennsylvania~90K0.63×
36New Jersey~60K0.60×
37Idaho~10K0.59×
38South Dakota~6K0.59×
39Nebraska~10K0.57×
40Connecticut~20K0.53×
41Hawaii~9K0.53×
42North Dakota~4K0.51×
43Minnesota~30K0.50×
44Washington, District of Columbia~6K0.50×
45New York~100K0.49×
46Rhode Island~5K0.42×
47California~200K0.40×
48Massachusetts~30K0.40×
49Oregon~20K0.40×
50Alaska~3K0.40×
Fig. 06

Affinity by region

Affinity by region — Humana, United States
0.40×1.00×2.75×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Humana audience
#·InterestCategoryAffinity×
01LavazzaFood & Beverages30.18×
02AetnaBusiness & Career27.38×
03WellCareHealth22.49×
04UBSBusiness & Career15.70×
05CignaBusiness & Career13.58×
06Elderly careHealth8.94×
07Kaiser PermanenteBusiness & Career8.15×
08Straight TalkTechnology & Electronics5.78×
09Health insuranceBusiness & Career5.06×
10Sustainable energyHome & Garden4.74×
11Retirement planningBusiness & Career4.66×
12Home insuranceBusiness & Career4.14×
13NASDAQBusiness & Career3.98×
14Renewable energyBusiness & Career3.82×
15Life insuranceBusiness & Career3.80×
16FedExBusiness & Career3.12×
17PharmacyBusiness & Career3.06×
18Mortgage loansBusiness & Career2.52×
19Best BuyShopping2.17×
20PinterestInternet & Social Media1.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Humana 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 Humana audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.83×
Family OrientationCONSERVATISM2.60×
PatriotismCONSERVATISM1.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Humana audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.75×
ExtroversionTHRILL0.79×
Pet OwnershipJOY0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Humana's target market in United States?

Humana's target market in United States covers an estimated 4,266,314 people, concentrated in Florida and Texas.

02

What is the gender split and age of Humana customers?

53.0% of the Humana audience are female, 47.0% are male, with an average age of 52.6 years.

03

Which brands do Humana fans like most?

Humana fans show strongest brand affinity for Aetna (27.38×), Lavazza (30.18×), and Cigna (13.58×) over the country average.

04

Where do Humana fans live in United States?

Humana fans in United States are most concentrated in Florida (reach ~600K), Texas (reach ~300K), and Georgia (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Humana fans also like?

Beyond Humana itself, the audience over-indexes on Lavazza (30.18×), Cigna (13.58×), WellCare (22.49×), and Health insurance (5.06×) 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 Humana audiences in other countries

How to read this data

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