Rascasse Audience Intelligence

John Hancock Target Market in United States

A data profile of the people who buy, follow and care about John Hancock in United States — modelled from more than twelve digital signal sources. John Hancock has an estimated audience of 1,746,482 people in United States.

#83among Politician in United States#1629among Brand in United States#999in Politics & Society

The average John Hancock fan in United States is 43.6 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Florida Panthers, San Jose Earthquakes, Mortgage loans, with strongest over-indexing on Florida Panthers (21.24× the country average).

Demographically, the John Hancock audience skews more male with an average age of 43.6, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

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

The typical John Hancock fan in United States is more male, around 43.6 years old, with strong Patriotism tendencies and a notable affinity for Florida Panthers.

Category: Politics & Society · Type: Brand · Subtype: Politician

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 John Hancock profile in United States.

Audience size
1.7M
in United States
Gender
44.7%♀
55.3% male
Age
43.6
average years
Country rank
#15822
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 John Hancock

44.7% are female, 55.3% are male, average age 43.6.

Fig. 02

Gender split

44.7%
Female
55.3%
Male
Demographic split for John Hancock audience in United States
MetricValue
Female44.7%
Male55.3%
Average age43.6
Estimated audience size1,746,482
Fig. 03

Age distribution

Ø 43.6
average years
Age distribution of the John Hancock audience in United States
Age bracketShare%
16-1912%
20-2915%
30-3921%
40-4920%
50+33%
Fig. 04

Worldwide distribution

90.4%

of the worldwide John Hancock audience comes from United States.

Worldwide audience distribution share by country for John Hancock
CountryShare
United States90.4%
Canada1.5%
United Kingdom1.5%
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 John Hancock audience in United States is strongest.

Fig. 05

Top regions by affinity

John Hancock customers by region in United States
#RegionReachAffinity×
01Massachusetts~50K1.43×
02New Hampshire~10K1.41×
03North Dakota~5K1.40×
04Alaska~5K1.33×
05Nebraska~10K1.27×
06Illinois~70K1.25×
07Indiana~40K1.18×
08Maine~7K1.18×
09Pennsylvania~70K1.14×
10Kansas~20K1.14×
11Vermont~3K1.14×
12Wisconsin~30K1.12×
13Minnesota~30K1.10×
14Rhode Island~6K1.08×
15Virginia~40K1.04×
16Idaho~9K1.03×
17Connecticut~20K1.02×
18Iowa~10K1.02×
19Michigan~50K1.01×
20Ohio~50K1.00×
21Maryland~30K1.00×
22Arkansas~10K1.00×
23New Jersey~40K0.99×
24West Virginia~8K0.99×
25Missouri~30K0.98×
26Alabama~20K0.98×
27Arizona~30K0.97×
28Oklahoma~20K0.97×
29Georgia~50K0.95×
30Kentucky~20K0.95×
31Montana~4K0.95×
32Louisiana~20K0.93×
33South Dakota~4K0.93×
34Tennessee~30K0.92×
35South Carolina~20K0.90×
36Florida~100K0.88×
37Delaware~4K0.88×
38California~200K0.87×
39New York~80K0.87×
40North Carolina~40K0.87×
41Oregon~20K0.87×
42Hawaii~6K0.86×
43Washington, District of Columbia~4K0.86×
44Washington~30K0.85×
45Texas~100K0.81×
46Mississippi~10K0.81×
47Nevada~10K0.78×
48New Mexico~7K0.78×
49Utah~10K0.74×
50Colorado~20K0.72×
Fig. 06

Affinity by region

Affinity by region — John Hancock, United States
0.72×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for John Hancock audience
#·InterestCategoryAffinity×
01San Jose EarthquakesSports26.84×
02Florida PanthersSports21.24×
03New York IslandersSports14.02×
04Colorado AvalancheSports7.96×
05PoliticoPolitics & Society6.65×
06Online bankingBusiness & Career5.94×
07Sustainable energyHome & Garden5.24×
08Home automationTechnology & Electronics5.12×
09Renewable energyBusiness & Career5.00×
10SmartwatchTechnology & Electronics4.96×
11Weather forecastingHome & Garden4.45×
12FedExBusiness & Career4.21×
13QVCMovies & TV4.07×
14Vehicle insuranceCars & Mobility3.69×
15Solar energyHome & Garden3.56×
16Mortgage loansBusiness & Career3.39×
17Discount storesShopping2.88×
18Pizza HutFood & Beverages2.48×
19McDonald'sFood & Beverages2.06×
20PinterestInternet & Social Media1.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the John Hancock 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 John Hancock audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM6.04×
Convenience OrientationPREMIUM2.53×
Career OrientationPOWER2.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by John Hancock audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.60×
Healthy LifestyleBALANCE0.66×
Pet OwnershipJOY0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is John Hancock's target market in United States?

John Hancock's target market in United States covers an estimated 1,746,482 people, concentrated in California and Texas.

02

What is the gender split and age of John Hancock customers?

44.7% of the John Hancock audience are female, 55.3% are male, with an average age of 43.6 years.

03

Which brands do John Hancock fans like most?

John Hancock fans show strongest brand affinity for Florida Panthers (21.24×), San Jose Earthquakes (26.84×), and Mortgage loans (3.39×) over the country average.

04

Where do John Hancock fans live in United States?

John Hancock fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do John Hancock fans also like?

Beyond John Hancock itself, the audience over-indexes on San Jose Earthquakes (26.84×), Mortgage loans (3.39×), Renewable energy (5×), and FedEx (4.21×) compared to the United States average.

Appendix

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How to read this data

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