Rascasse Audience Intelligence

Impulse purchase Audience in United States

A data profile of the people who buy, follow and care about Impulse purchase in United States — modelled from more than twelve digital signal sources. Impulse purchase has an estimated audience of 1,445,190 people in United States.

#7423among Topic in United States#316in Shopping

The average Impulse purchase fan in United States is 30.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Rhianna (singer), Afrobeat, Music of Nigeria, with strongest over-indexing on Rhianna (singer) (18.26× the country average).

Demographically, the Impulse purchase audience skews more female with an average age of 30.0, and over-indexes on personality traits such as Individualism, Mindfulness.

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

The typical Impulse purchase fan in United States is more female, around 30.0 years old, with strong Individualism tendencies and a notable affinity for Rhianna (singer).

Category: Shopping · 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 Impulse purchase profile in United States.

Audience size
1.4M
in United States
Gender
65.2%♀
34.8% male
Age
30.0
average years
Country rank
#18261
Topic in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Impulse purchase fans

65.2% are female, 34.8% are male, average age 30.0.

Fig. 02

Gender split

65.2%
Female
34.8%
Male
Demographic split for Impulse purchase audience in United States
MetricValue
Female65.2%
Male34.8%
Average age30.0
Estimated audience size1,445,190
Fig. 03

Age distribution

Ø 30.0
average years
Age distribution of the Impulse purchase audience in United States
Age bracketShare%
16-1948%
20-2919%
30-3914%
40-4912%
50+7%
Fig. 04

Worldwide distribution

13.3%

of the worldwide Impulse purchase audience comes from United States.

Worldwide audience distribution share by country for Impulse purchase
CountryShare
Poland14.2%
Spain13.5%
United States13.3%
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 Impulse purchase audience in United States is strongest.

Fig. 05

Top regions by affinity

Impulse purchase fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~4K1.26×
02North Dakota~4K1.24×
03Vermont~3K1.23×
04South Dakota~4K1.17×
05Maine~6K1.12×
06Montana~4K1.11×
07Delaware~4K1.11×
08Hawaii~7K1.09×
09New Hampshire~6K1.09×
10Rhode Island~5K1.09×
11West Virginia~7K1.08×
12Idaho~8K1.04×
13New Mexico~7K1.02×
14Nebraska~7K1.02×
15Washington, District of Columbia~4K1.02×
16Mississippi~10K1.00×
17Arkansas~10K0.98×
18Iowa~10K0.98×
19Connecticut~10K0.97×
20Kansas~10K0.97×
21Indiana~30K0.95×
22Alabama~20K0.95×
23Oklahoma~20K0.95×
24Virginia~30K0.93×
25Louisiana~20K0.93×
26Kentucky~20K0.93×
27Nevada~10K0.92×
28Utah~10K0.92×
29South Carolina~20K0.91×
30Wisconsin~20K0.90×
31Oregon~10K0.90×
32Missouri~20K0.89×
33California~100K0.88×
34Washington~30K0.88×
35Minnesota~20K0.88×
36Texas~100K0.87×
37Maryland~20K0.87×
38Illinois~40K0.86×
39Arizona~30K0.86×
40Tennessee~20K0.86×
41Colorado~20K0.86×
42Massachusetts~20K0.85×
43New Jersey~30K0.84×
44Michigan~30K0.83×
45Ohio~40K0.82×
46Georgia~40K0.81×
47North Carolina~40K0.81×
48Pennsylvania~40K0.80×
49New York~60K0.78×
50Florida~70K0.71×
Fig. 06

Affinity by region

Affinity by region — Impulse purchase, United States
0.71×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Impulse purchase audience
#·InterestCategoryAffinity×
01Platform shoeFashion & Accessoires35.46×
02BershkaShopping27.91×
03KebayaFashion & Accessoires26.27×
04Music of AfricaMusic & Radio26.21×
05Hair tutorialsBeauty & Wellness23.18×
06Music of NigeriaMusic & Radio23.08×
07Package tourTravel & Leisure22.08×
08Cute (Japanese band)Music & Radio21.82×
09African popular musicMusic & Radio21.81×
10Prosthetic makeupBeauty & Wellness21.11×
11Serial (podcast)Music & Radio18.55×
12Rhianna (singer)Music & Radio18.26×
13DepopFashion & Accessoires17.27×
14Inspirational QuotesBusiness & Career16.14×
15Runway (fashion)Fashion & Accessoires15.53×
16Love IslandMovies & TV13.37×
17AfrobeatMusic & Radio11.96×
18GovernmentPolitics & Society11.60×
19Stranger ThingsMovies & TV7.49×
20TikTokInternet & Social Media4.75×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Impulse purchase 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 Impulse purchase audience · What stands out
TraitClusterDeviationScore
IndividualismJOY2.57×
MindfulnessBALANCE2.49×
TravellingTHRILL2.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Impulse purchase audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.92×
Need for SecurityCONSERVATISM0.96×
SpiritualityBALANCE1.04×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Impulse purchase have in United States?

Impulse purchase has an estimated audience of 1,445,190 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Impulse purchase fans?

65.2% of Impulse purchase fans are female, 34.8% are male, with an average age of 30.0 years.

03

Which brands do Impulse purchase fans like most?

Impulse purchase fans show strongest brand affinity for Rhianna (singer) (18.26×), Afrobeat (11.96×), and Music of Nigeria (23.08×) over the country average.

04

Where do Impulse purchase fans live in United States?

Impulse purchase fans in United States are most concentrated in California (reach ~100K), Texas (reach ~100K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Impulse purchase fans also like?

Beyond Impulse purchase itself, the audience over-indexes on Afrobeat (11.96×), Music of Nigeria (23.08×), Hair tutorials (23.18×), and Music of Africa (26.21×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Impulse purchase audiences in other countries

How to read this data

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