Rascasse Audience Intelligence

Incumbent Audience in United States

A data profile of the people who buy, follow and care about Incumbent in United States — modelled from more than twelve digital signal sources. Incumbent has an estimated audience of 11,198,733 people in United States.

#2087among Topic in United States#322in Business & Career

The average Incumbent fan in United States is 42.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Hardware store, Rail transport, Discount Tire, with strongest over-indexing on Hardware store (1.82× the country average).

Demographically, the Incumbent audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Career Orientation, Community Orientation.

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

The typical Incumbent fan in United States is balanced, around 42.9 years old, with strong Career Orientation tendencies and a notable affinity for Hardware store.

Category: Business & Career · 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 Incumbent profile in United States.

Audience size
11.2M
in United States
Gender
50.6%♀
49.4% male
Age
42.9
average years
Country rank
#3201
Topic in United States
Fig. 01

Search interest · 12-month trend

-0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Incumbent fans

50.6% are female, 49.4% are male, average age 42.9.

Fig. 02

Gender split

50.6%
Female
49.4%
Male
Demographic split for Incumbent audience in United States
MetricValue
Female50.6%
Male49.4%
Average age42.9
Estimated audience size11,198,733
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Incumbent audience in United States
Age bracketShare%
16-1914%
20-2914%
30-3919%
40-4925%
50+28%
Fig. 04

Worldwide distribution

93.9%

of the worldwide Incumbent audience comes from United States.

Worldwide audience distribution share by country for Incumbent
CountryShare
United States93.9%
United Kingdom1.4%
Canada1.0%
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 Incumbent audience in United States is strongest.

Fig. 05

Top regions by affinity

Incumbent fans by region: top regions in United States
#RegionReachAffinity×
01Virginia~400K1.51×
02Washington, District of Columbia~50K1.51×
03California~2M1.46×
04Montana~40K1.36×
05Massachusetts~300K1.23×
06Maryland~200K1.21×
07Texas~1M1.16×
08North Carolina~400K1.16×
09Washington~300K1.16×
10New York~700K1.15×
11Georgia~400K1.13×
12South Dakota~30K1.10×
13Connecticut~100K1.09×
14Pennsylvania~400K1.08×
15Hawaii~50K1.07×
16Illinois~400K1.06×
17Idaho~60K1.04×
18Utah~100K1.01×
19Alaska~20K1.00×
20New Jersey~300K0.99×
21Indiana~200K0.99×
22Louisiana~100K0.98×
23North Dakota~20K0.98×
24Missouri~200K0.97×
25Alabama~200K0.97×
26Oregon~100K0.96×
27Nebraska~50K0.96×
28Kansas~80K0.95×
29New Hampshire~40K0.94×
30Colorado~200K0.93×
31South Carolina~200K0.93×
32Oklahoma~100K0.93×
33Vermont~20K0.93×
34Ohio~300K0.92×
35Maine~40K0.92×
36Rhode Island~30K0.92×
37Kentucky~100K0.91×
38Arkansas~80K0.91×
39Iowa~80K0.89×
40Florida~700K0.87×
41Michigan~300K0.86×
42Arizona~200K0.86×
43Nevada~90K0.86×
44Delaware~30K0.86×
45Wisconsin~100K0.85×
46New Mexico~50K0.85×
47Minnesota~100K0.83×
48West Virginia~40K0.83×
49Tennessee~200K0.79×
50Mississippi~70K0.79×
Fig. 06

Affinity by region

Affinity by region — Incumbent, United States
0.79×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Incumbent audience
#·InterestCategoryAffinity×
01Private equityBusiness & Career2.47×
02Freedom of speechPolitics & Society2.28×
03Rail transportTravel & Leisure2.03×
04Jet skiSports1.92×
05National Rifle AssociationPolitics & Society1.89×
06Employment agencyBusiness & Career1.87×
07Discount TireShopping1.85×
08Hardware storeHome & Garden1.82×
09Baltimore OriolesSports1.80×
10Air pollutionHealth1.76×
11Automobile repair shopCars & Mobility1.76×
12Non-alcoholic beverageFood & Beverages1.70×
13Ryan GoslingMovies & TV1.70×
14Employment websiteBusiness & Career1.64×
15Public transportCars & Mobility1.63×
16Efficient energy useTechnology & Electronics1.60×
17Atlanta BravesSports1.57×
18Career developmentBusiness & Career1.54×
19LED lampHome & Garden1.54×
20Home insuranceBusiness & Career1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Incumbent 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 Incumbent audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.00×
Community OrientationOPEN1.46×
DIY MentalityTHRILL1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Incumbent audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.33×
MindfulnessBALANCE0.60×
Sports ActivityPOWER0.63×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Incumbent have in United States?

Incumbent has an estimated audience of 11,198,733 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Incumbent fans?

50.6% of Incumbent fans are female, 49.4% are male, with an average age of 42.9 years.

03

Which brands do Incumbent fans like most?

Incumbent fans show strongest brand affinity for Hardware store (1.82×), Rail transport (2.03×), and Discount Tire (1.85×) over the country average.

04

Where do Incumbent fans live in United States?

Incumbent fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1M), and New York (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Incumbent fans also like?

Beyond Incumbent itself, the audience over-indexes on Rail transport (2.03×), Discount Tire (1.85×), Public transport (1.63×), and Private equity (2.47×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Incumbent audiences in other countries

How to read this data

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