Rascasse Audience Intelligence

Kaiser Permanente Target Market in United States

A data profile of the people who buy, follow and care about Kaiser Permanente in United States — modelled from more than twelve digital signal sources. Kaiser Permanente has an estimated audience of 7,185,757 people in United States.

#4among Insurances in United States#511among Brand in United States#461in Business & Career

The average Kaiser Permanente fan in United States is 40.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Georgia, Washington.

Top brand affinities include Consortium, Mutual of Omaha, Gavin Newsom, with strongest over-indexing on Consortium (49.84× the country average).

Demographically, the Kaiser Permanente audience skews balanced with an average age of 40.1, and over-indexes on personality traits such as Design Affinity, Spirituality.

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

The typical Kaiser Permanente fan in United States is balanced, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Consortium.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 Kaiser Permanente profile in United States.

Audience size
7.2M
in United States
Gender
49.9%♀
50.1% male
Age
40.1
average years
Country rank
#4910
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kaiser Permanente

49.9% are female, 50.1% are male, average age 40.1.

Fig. 02

Gender split

49.9%
Female
50.1%
Male
Demographic split for Kaiser Permanente audience in United States
MetricValue
Female49.9%
Male50.1%
Average age40.1
Estimated audience size7,185,757
Fig. 03

Age distribution

Ø 40.1
average years
Age distribution of the Kaiser Permanente audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3918%
40-4919%
50+25%
Fig. 04

Worldwide distribution

90.8%

of the worldwide Kaiser Permanente audience comes from United States.

Worldwide audience distribution share by country for Kaiser Permanente
CountryShare
United States90.8%
China3.9%
India0.7%
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 Kaiser Permanente audience in United States is strongest.

Fig. 05

Top regions by affinity

Kaiser Permanente customers by region in United States
#RegionReachAffinity×
01California~5.5M9.34×
02Oregon~600K7.34×
03Hawaii~200K6.01×
04Maryland~700K5.90×
05Washington~800K5.09×
06Georgia~1M4.35×
07Colorado~500K4.11×
08Washington, District of Columbia~80K3.61×
09Virginia~500K2.77×
10Nevada~50K0.67×
11Idaho~20K0.55×
12Wyoming~5K0.42×
13Montana~8K0.37×
14Arizona~50K0.36×
15Alaska~6K0.36×
16North Dakota~5K0.32×
17West Virginia~10K0.31×
18Delaware~6K0.31×
19South Dakota~5K0.31×
20New York~100K0.28×
21Utah~20K0.27×
22New Mexico~10K0.27×
23Rhode Island~6K0.26×
24New Hampshire~7K0.25×
25Maine~7K0.25×
26Massachusetts~40K0.24×
27Texas~100K0.23×
28Nebraska~9K0.23×
29North Carolina~50K0.22×
30Kansas~10K0.22×
31Illinois~50K0.21×
32Tennessee~30K0.21×
33Connecticut~20K0.21×
34Mississippi~10K0.21×
35Arkansas~10K0.21×
36Florida~100K0.20×
37Pennsylvania~50K0.20×
38New Jersey~40K0.20×
39South Carolina~20K0.20×
40Alabama~20K0.20×
41Oklahoma~20K0.20×
42Iowa~10K0.20×
43Minnesota~20K0.19×
44Louisiana~20K0.19×
45Missouri~20K0.18×
46Kentucky~20K0.18×
47Ohio~40K0.16×
48Indiana~20K0.16×
49Wisconsin~20K0.16×
50Michigan~30K0.15×
Fig. 06

Affinity by region

Affinity by region — Kaiser Permanente, United States
0.15×1.00×9.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kaiser Permanente audience
#·InterestCategoryAffinity×
01Permis BPolitics & Society90.36×
02The Institute for the Psychology of EatingBusiness & Career77.91×
03The Institute for Functional MedicineBrand50.27×
04ConsortiumBusiness & Career49.84×
05Elizabeth: The Golden AgeMovies & TV44.81×
06NutritionFacts.orgHealth27.74×
07Independence Blue CrossPolitics & Society27.57×
08Mutual of OmahaBusiness & Career27.29×
09CariñoMusic & Radio19.07×
10DorianMusic & Radio15.95×
11MØLMusic & Radio15.57×
12The Doors (film)Movies & TV13.69×
13WellCareHealth11.60×
14AetnaBusiness & Career11.29×
15HumanaHealth8.15×
16CignaBusiness & Career6.13×
17Gavin NewsomPolitics & Society5.91×
18healthHealth4.90×
19St. Jude Children's Research HospitalHealth3.79×
20County (United States)Politics & Society2.13×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kaiser Permanente 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 Kaiser Permanente audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.36×
SpiritualityBALANCE1.21×
TravellingTHRILL1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kaiser Permanente audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.79×
Social Media UsageJOY0.87×
PatriotismCONSERVATISM0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kaiser Permanente's target market in United States?

Kaiser Permanente's target market in United States covers an estimated 7,185,757 people, concentrated in California and Georgia.

02

What is the gender split and age of Kaiser Permanente customers?

49.9% of the Kaiser Permanente audience are female, 50.1% are male, with an average age of 40.1 years.

03

Which brands do Kaiser Permanente fans like most?

Kaiser Permanente fans show strongest brand affinity for Consortium (49.84×), Mutual of Omaha (27.29×), and Gavin Newsom (5.91×) over the country average.

04

Where do Kaiser Permanente fans live in United States?

Kaiser Permanente fans in United States are most concentrated in California (reach ~5.5M), Georgia (reach ~1M), and Washington (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Kaiser Permanente fans also like?

Beyond Kaiser Permanente itself, the audience over-indexes on Mutual of Omaha (27.29×), Gavin Newsom (5.91×), MØL (15.57×), and Aetna (11.29×) compared to the United States average.

Appendix

Explore more audiences

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

More Insurances audiences in United States

See Kaiser Permanente audiences in other countries

How to read this data

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