Rascasse Audience Intelligence

Kiplinger Audience in United States

A data profile of the people who buy, follow and care about Kiplinger in United States — modelled from more than twelve digital signal sources. Kiplinger has an estimated audience of 998,783 people in United States.

#728among Website / Newspaper / Magazine in United States#1559in Business & Career

The average Kiplinger fan in United States is 48.3 years old, balanced, and lives primarily in California.

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

Top brand affinities include TIAA–CREF, Morningstar, TransUnion, with strongest over-indexing on TIAA–CREF (82.71× the country average).

Demographically, the Kiplinger audience skews balanced with an average age of 48.3, and over-indexes on personality traits such as Family Orientation, Patriotism.

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

The typical Kiplinger fan in United States is balanced, around 48.3 years old, with strong Family Orientation tendencies and a notable affinity for TIAA–CREF.

Category: Business & Career · Type: Website / Newspaper / Magazine

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 Kiplinger profile in United States.

Audience size
999K
in United States
Gender
46.0%♀
54.0% male
Age
48.3
average years
Country rank
#23691
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+50%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Kiplinger

46.0% are female, 54.0% are male, average age 48.3.

Fig. 02

Gender split

46.0%
Female
54.0%
Male
Demographic split for Kiplinger audience in United States
MetricValue
Female46.0%
Male54.0%
Average age48.3
Estimated audience size998,783
Fig. 03

Age distribution

Ø 48.3
average years
Age distribution of the Kiplinger audience in United States
Age bracketShare%
16-195%
20-2911%
30-3916%
40-4921%
50+46%
Fig. 04

Worldwide distribution

91.3%

of the worldwide Kiplinger audience comes from United States.

Worldwide audience distribution share by country for Kiplinger
CountryShare
United States91.3%
Canada4.8%
China0.7%
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 Kiplinger audience in United States is strongest.

Fig. 05

Top regions by affinity

Kiplinger fans by region: top regions in United States
#RegionReachAffinity×
01Massachusetts~30K1.45×
02Virginia~30K1.38×
03Connecticut~10K1.36×
04Washington, District of Columbia~4K1.35×
05Maryland~20K1.31×
06Colorado~20K1.26×
07Hawaii~5K1.23×
08Ohio~40K1.22×
09New Hampshire~5K1.21×
10Vermont~2K1.21×
11Minnesota~20K1.20×
12New York~70K1.19×
13South Carolina~20K1.18×
14Wisconsin~20K1.17×
15Pennsylvania~40K1.14×
16New Jersey~30K1.14×
17Illinois~40K1.12×
18Washington~20K1.09×
19North Carolina~30K1.08×
20Iowa~9K1.05×
21Rhode Island~3K1.05×
22Kansas~8K1.04×
23Missouri~20K1.02×
24Alabama~10K1.02×
25Oregon~10K1.01×
26Maine~4K1.01×
27Michigan~30K0.99×
28Montana~3K0.99×
29Delaware~3K0.97×
30Indiana~20K0.95×
31Georgia~30K0.94×
32South Dakota~2K0.94×
33Alaska~2K0.94×
34Florida~60K0.93×
35Nebraska~5K0.92×
36North Dakota~2K0.89×
37Idaho~4K0.87×
38New Mexico~4K0.87×
39West Virginia~4K0.87×
40Tennessee~20K0.85×
41Arizona~20K0.83×
42Kentucky~10K0.82×
43Mississippi~6K0.79×
44Arkansas~6K0.79×
45California~90K0.78×
46Utah~7K0.78×
47Oklahoma~8K0.76×
48Nevada~7K0.76×
49Louisiana~9K0.73×
50Texas~60K0.68×
Fig. 06

Affinity by region

Affinity by region — Kiplinger, United States
0.68×1.00×1.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kiplinger audience
#·InterestCategoryAffinity×
01TIAA–CREFBusiness & Career82.71×
02Swiss International Air LinesTravel & Leisure81.15×
03MorningstarBusiness & Career65.90×
04CitigroupBusiness & Career33.54×
05American FundsBusiness & Career32.27×
06InvescoBusiness & Career31.78×
07OnStarCars & Mobility27.18×
08StockTwitsBusiness & Career24.97×
09T. Rowe PriceBusiness & Career20.16×
10TransUnionTechnology & Electronics18.00×
11Microsoft StoreTechnology & Electronics17.96×
12The Motley FoolBusiness & Career13.52×
13The UPS StoreShopping5.99×
14Sustainable energyHome & Garden5.76×
15Renewable energyBusiness & Career4.90×
16FedExBusiness & Career3.85×
17Mortgage loansBusiness & Career3.66×
18Trader Joe'sShopping3.34×
19Best BuyShopping2.92×
20Capital OneBusiness & Career2.76×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kiplinger 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 Kiplinger audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.36×
PatriotismCONSERVATISM2.34×
Career OrientationPOWER2.01×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kiplinger audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.73×
Luxury OrientationPREMIUM0.82×
Pet OwnershipJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Kiplinger have in United States?

Kiplinger has an estimated audience of 998,783 people in United States, concentrated in California and New York.

02

What is the gender split and age of Kiplinger fans?

46.0% of Kiplinger fans are female, 54.0% are male, with an average age of 48.3 years.

03

Which brands do Kiplinger fans like most?

Kiplinger fans show strongest brand affinity for TIAA–CREF (82.71×), Morningstar (65.9×), and TransUnion (18×) over the country average.

04

Where do Kiplinger fans live in United States?

Kiplinger fans in United States are most concentrated in California (reach ~90K), New York (reach ~70K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Kiplinger fans also like?

Beyond Kiplinger itself, the audience over-indexes on Morningstar (65.9×), TransUnion (18×), The UPS Store (5.99×), and Swiss International Air Lines (81.15×) 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 Kiplinger audiences in other countries

How to read this data

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