Rascasse Audience Intelligence

Intuit Target Market in United States

A data profile of the people who buy, follow and care about Intuit in United States — modelled from more than twelve digital signal sources. Intuit has an estimated audience of 5,168,793 people in United States.

#10among Software in United States#669among Brand in United States#280in Technology & Electronics

The average Intuit fan in United States is 42.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include TurboTax, QuickBooks, Aaron Gordon, with strongest over-indexing on TurboTax (12.41× the country average).

Demographically, the Intuit audience skews balanced with an average age of 42.2, and over-indexes on personality traits such as Convenience Orientation, Early Adopter Mentality.

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

The typical Intuit fan in United States is balanced, around 42.2 years old, with strong Convenience Orientation tendencies and a notable affinity for TurboTax.

Category: Technology & Electronics · Type: Brand · Subtype: Software

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 Intuit profile in United States.

Audience size
5.2M
in United States
Gender
45.8%♀
54.2% male
Age
42.2
average years
Country rank
#6484
Brand in United States
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Intuit

45.8% are female, 54.2% are male, average age 42.2.

Fig. 02

Gender split

45.8%
Female
54.2%
Male
Demographic split for Intuit audience in United States
MetricValue
Female45.8%
Male54.2%
Average age42.2
Estimated audience size5,168,793
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Intuit audience in United States
Age bracketShare%
16-1910%
20-2919%
30-3922%
40-4924%
50+24%
Fig. 04

Worldwide distribution

67.8%

of the worldwide Intuit audience comes from United States.

Worldwide audience distribution share by country for Intuit
CountryShare
United States67.8%
Canada6.8%
United Kingdom5.6%
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 Intuit audience in United States is strongest.

Fig. 05

Top regions by affinity

Intuit customers by region in United States
#RegionReachAffinity×
01California~800K1.40×
02Idaho~40K1.39×
03Montana~20K1.38×
04Alaska~10K1.36×
05Georgia~200K1.28×
06Colorado~100K1.18×
07Washington~100K1.17×
08Oregon~70K1.15×
09Vermont~10K1.14×
10Utah~50K1.12×
11Texas~500K1.11×
12Arizona~100K1.09×
13New Hampshire~20K1.06×
14Nevada~50K1.05×
15Louisiana~70K1.04×
16Maine~20K1.04×
17Virginia~100K1.03×
18Florida~400K1.01×
19Hawaii~20K1.01×
20South Dakota~10K1.00×
21Maryland~90K0.99×
22North Carolina~100K0.97×
23Massachusetts~100K0.96×
24Connecticut~50K0.95×
25Tennessee~100K0.94×
26Minnesota~70K0.94×
27Arkansas~40K0.94×
28West Virginia~20K0.94×
29New York~300K0.93×
30South Carolina~70K0.93×
31Kansas~40K0.93×
32New Mexico~20K0.93×
33Washington, District of Columbia~10K0.92×
34Missouri~80K0.91×
35Oklahoma~50K0.91×
36Nebraska~20K0.91×
37North Dakota~10K0.91×
38Illinois~200K0.90×
39New Jersey~100K0.90×
40Wisconsin~70K0.90×
41Michigan~100K0.86×
42Iowa~40K0.86×
43Alabama~60K0.85×
44Mississippi~40K0.85×
45Indiana~80K0.84×
46Pennsylvania~100K0.81×
47Delaware~10K0.81×
48Ohio~100K0.79×
49Kentucky~50K0.79×
50Rhode Island~10K0.78×
Fig. 06

Affinity by region

Affinity by region — Intuit, United States
0.78×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Intuit audience
#·InterestCategoryAffinity×
01TAM AirlinesTravel & Leisure28.81×
02Aaron GordonSports21.99×
03Chef (film)Movies & TV20.75×
04Thandie NewtonMovies & TV15.38×
05QuickBooksHome & Garden13.97×
06TurboTaxBusiness & Career12.41×
07Accounting softwareBusiness & Career10.25×
08Salesforce.comTechnology & Electronics7.31×
09Dropbox (service)Technology & Electronics7.27×
10rugbySports7.12×
11WorkdayBusiness & Career5.70×
12DocuSignTechnology & Electronics5.57×
13FedEx OfficeBusiness & Career5.52×
14The UPS StoreShopping3.50×
15NASDAQBusiness & Career3.28×
16Google DriveTechnology & Electronics2.27×
17AirbnbTravel & Leisure2.00×
18CNNMovies & TV1.99×
19United States Postal ServiceBusiness & Career1.87×
20T-MobileTechnology & Electronics1.85×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Intuit 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 Intuit audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.61×
Early Adopter MentalityPOWER1.50×
Career OrientationPOWER1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Intuit audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY1.08×
CreativityOPEN1.12×
Design AffinityPREMIUM1.13×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Intuit's target market in United States?

Intuit's target market in United States covers an estimated 5,168,793 people, concentrated in California and Texas.

02

What is the gender split and age of Intuit customers?

45.8% of the Intuit audience are female, 54.2% are male, with an average age of 42.2 years.

03

Which brands do Intuit fans like most?

Intuit fans show strongest brand affinity for TurboTax (12.41×), QuickBooks (13.97×), and Aaron Gordon (21.99×) over the country average.

04

Where do Intuit fans live in United States?

Intuit fans in United States are most concentrated in California (reach ~800K), Texas (reach ~500K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Intuit fans also like?

Beyond Intuit itself, the audience over-indexes on QuickBooks (13.97×), Aaron Gordon (21.99×), Chef (film) (20.75×), and Accounting software (10.25×) compared to the United States average.

Appendix

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

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See Intuit audiences in other countries

How to read this data

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