Rascasse Audience Intelligence

Instant messaging Audience in United States

A data profile of the people who buy, follow and care about Instant messaging in United States — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 61,148,506 people in United States.

#2among Content type in United States#207among Topic in United States#10in Internet & Social Media

The average Instant messaging fan in United States is 37.6 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Snapchat, WhatsApp, TikTok, with strongest over-indexing on Snapchat (2.97× the country average).

Demographically, the Instant messaging audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Social Media Usage, Extroversion.

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

The typical Instant messaging fan in United States is balanced, around 37.6 years old, with strong Social Media Usage tendencies and a notable affinity for Snapchat.

Category: Internet & Social Media · Type: Topic · Subtype: Content type

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 Instant messaging profile in United States.

Audience size
61.1M
in United States
Gender
52.8%♀
47.2% male
Age
37.6
average years
Country rank
#280
Topic in United States
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Instant messaging fans

52.8% are female, 47.2% are male, average age 37.6.

Fig. 02

Gender split

52.8%
Female
47.2%
Male
Demographic split for Instant messaging audience in United States
MetricValue
Female52.8%
Male47.2%
Average age37.6
Estimated audience size61,148,506
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the Instant messaging audience in United States
Age bracketShare%
16-1927%
20-2918%
30-3918%
40-4920%
50+18%
Fig. 04

Worldwide distribution

19.0%

of the worldwide Instant messaging audience comes from United States.

Worldwide audience distribution share by country for Instant messaging
CountryShare
United States19.0%
Brazil6.4%
India5.9%
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 Instant messaging audience in United States is strongest.

Fig. 05

Top regions by affinity

Instant messaging fans by region: top regions in United States
#RegionReachAffinity×
01Utah~700K1.23×
02Kentucky~900K1.13×
03North Dakota~100K1.13×
04Alaska~100K1.10×
05West Virginia~300K1.09×
06Vermont~100K1.09×
07Louisiana~800K1.07×
08South Dakota~100K1.06×
09Mississippi~500K1.05×
10Indiana~1M1.03×
11Alabama~900K1.03×
12Oklahoma~700K1.02×
13New Mexico~300K1.02×
14Arkansas~500K1.01×
15Montana~200K1.01×
16Tennessee~1M0.99×
17Maine~200K0.99×
18Pennsylvania~2M0.98×
19South Carolina~900K0.98×
20Nebraska~300K0.98×
21Rhode Island~200K0.98×
22Delaware~200K0.98×
23Hawaii~300K0.97×
24New Hampshire~200K0.97×
25Ohio~2M0.96×
26North Carolina~2M0.96×
27Virginia~1.5M0.96×
28Washington~1M0.96×
29Missouri~900K0.96×
30Nevada~600K0.96×
31Iowa~500K0.96×
32Kansas~500K0.96×
33Idaho~300K0.96×
34Florida~4M0.94×
35Georgia~2M0.94×
36Arizona~1M0.94×
37Colorado~900K0.94×
38Washington, District of Columbia~200K0.94×
39Texas~5M0.93×
40New York~3M0.93×
41Massachusetts~1M0.92×
42Wisconsin~800K0.92×
43Oregon~600K0.92×
44Michigan~1.5M0.91×
45Maryland~1M0.91×
46Connecticut~500K0.90×
47Illinois~2M0.87×
48Minnesota~800K0.87×
49California~5.5M0.83×
50New Jersey~1.5M0.83×
Fig. 06

Affinity by region

Affinity by region — Instant messaging, United States
0.83×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Instant messaging audience
#·InterestCategoryAffinity×
01Voice over IPTechnology & Electronics4.54×
02SnapchatInternet & Social Media2.97×
03WhatsAppInternet & Social Media2.90×
04Bad BunnyMusic & Radio2.41×
05Chicano rapMusic & Radio2.06×
06Atlanta hip hopMusic & Radio2.06×
07Japanese hip hopMusic & Radio2.05×
08French hip hopMusic & Radio2.04×
09Country rapMusic & Radio2.02×
10British hip hopMusic & Radio1.99×
11Midwest hip hopMusic & Radio1.97×
12Korean hip hopMusic & Radio1.92×
13Electro (music)Music & Radio1.86×
14Southern hip hopMusic & Radio1.80×
15Facebook MessengerInternet & Social Media1.77×
16Britney SpearsMusic & Radio1.60×
17West Coast hip hopMusic & Radio1.58×
18Spanish languagePolitics & Society1.53×
19Alternative hip hopMusic & Radio1.52×
20TikTokInternet & Social Media1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Instant messaging 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 Instant messaging audience · What stands out
TraitClusterDeviationScore
Social Media UsageJOY1.55×
ExtroversionTHRILL1.28×
TraditionCONSERVATISM1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Instant messaging audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.79×
Pet OwnershipJOY0.86×
MindfulnessBALANCE0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Instant messaging have in United States?

Instant messaging has an estimated audience of 61,148,506 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Instant messaging fans?

52.8% of Instant messaging fans are female, 47.2% are male, with an average age of 37.6 years.

03

Which brands do Instant messaging fans like most?

Instant messaging fans show strongest brand affinity for Snapchat (2.97×), WhatsApp (2.9×), and TikTok (1.51×) over the country average.

04

Where do Instant messaging fans live in United States?

Instant messaging fans in United States are most concentrated in California (reach ~5.5M), Texas (reach ~5M), and Florida (reach ~4M). These three regions account for the largest share of the active audience.

05

What other brands do Instant messaging fans also like?

Beyond Instant messaging itself, the audience over-indexes on WhatsApp (2.9×), TikTok (1.51×), Bad Bunny (2.41×), and Facebook Messenger (1.77×) compared to the United States average.

Appendix

Explore more audiences

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

More Content type audiences in United States

See Instant messaging audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →