Rascasse Audience Intelligence

Klarna Target Market in United States

A data profile of the people who buy, follow and care about Klarna in United States — modelled from more than twelve digital signal sources. Klarna has an estimated audience of 2,145,346 people in United States.

#1382among Brand in United States#1030in Business & Career

The average Klarna fan in United States is 39.9 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include United States Postal Service, Credit (finance), Sharon Osbourne, with strongest over-indexing on United States Postal Service (3.67× the country average).

Demographically, the Klarna audience skews more female with an average age of 39.9, and over-indexes on personality traits such as Patriotism, Career Orientation.

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

The typical Klarna fan in United States is more female, around 39.9 years old, with strong Patriotism tendencies and a notable affinity for United States Postal Service.

Category: Business & Career · Type: Brand

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 Klarna profile in United States.

Audience size
2.1M
in United States
Gender
55.4%♀
44.6% male
Age
39.9
average years
Country rank
#13497
Brand in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Klarna

55.4% are female, 44.6% are male, average age 39.9.

Fig. 02

Gender split

55.4%
Female
44.6%
Male
Demographic split for Klarna audience in United States
MetricValue
Female55.4%
Male44.6%
Average age39.9
Estimated audience size2,145,346
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the Klarna audience in United States
Age bracketShare%
16-1920%
20-2918%
30-3918%
40-4922%
50+22%
Fig. 04

Worldwide distribution

18.4%

of the worldwide Klarna audience comes from United States.

Worldwide audience distribution share by country for Klarna
CountryShare
Germany24.5%
United States18.4%
United Kingdom10.2%
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 Klarna audience in United States is strongest.

Fig. 05

Top regions by affinity

Klarna customers by region in United States
#RegionReachAffinity×
01Mississippi~30K1.73×
02Georgia~100K1.58×
03Louisiana~40K1.55×
04Alabama~50K1.54×
05Arkansas~30K1.40×
06South Carolina~50K1.39×
07Texas~200K1.31×
08Florida~200K1.30×
09North Carolina~90K1.30×
10Maryland~50K1.29×
11Tennessee~50K1.21×
12West Virginia~10K1.21×
13New York~100K1.20×
14Kentucky~30K1.19×
15Nevada~30K1.17×
16Oklahoma~30K1.10×
17Connecticut~20K1.09×
18Washington, District of Columbia~7K1.09×
19New Jersey~60K1.08×
20Virginia~60K1.08×
21Pennsylvania~80K1.06×
22Illinois~80K1.06×
23Ohio~70K1.06×
24Indiana~40K1.06×
25Delaware~6K1.06×
26Missouri~40K1.04×
27Arizona~50K1.03×
28California~200K1.02×
29Michigan~60K1.02×
30Rhode Island~7K0.93×
31Kansas~20K0.91×
32Massachusetts~40K0.84×
33Colorado~30K0.82×
34New Mexico~9K0.78×
35Washington~30K0.77×
36Oregon~20K0.76×
37Maine~6K0.76×
38Idaho~8K0.75×
39Wisconsin~20K0.73×
40Iowa~10K0.73×
41Nebraska~8K0.73×
42New Hampshire~6K0.73×
43Utah~10K0.70×
44North Dakota~3K0.70×
45Vermont~3K0.66×
46Minnesota~20K0.64×
47Alaska~3K0.64×
48Montana~4K0.63×
49South Dakota~3K0.63×
50Hawaii~5K0.49×
Fig. 06

Affinity by region

Affinity by region — Klarna, United States
0.49×1.00×1.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Klarna audience
#·InterestCategoryAffinity×
01Mark RuffaloMovies & TV8.77×
02Michelle MonaghanMovies & TV7.57×
03Dennis QuaidMovies & TV7.53×
04John MalkovichMovies & TV7.37×
05Sharon OsbourneMovies & TV7.35×
06Josh DuhamelFashion & Accessoires6.90×
07MoneyGramBusiness & Career4.83×
08Credit (finance)Business & Career3.72×
09United States Postal ServiceBusiness & Career3.67×
10QuiltHome & Garden3.61×
11Vehicle insuranceCars & Mobility1.85×
12Solar energyHome & Garden1.84×
13NASDAQBusiness & Career1.83×
14InnovationBusiness & Career1.73×
15Used carCars & Mobility1.71×
16CanadaTravel & Leisure1.68×
17T-MobileTechnology & Electronics1.64×
18FedExBusiness & Career1.63×
19The UPS StoreShopping1.62×
20Mortgage loansBusiness & Career1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Klarna 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 Klarna audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.16×
Career OrientationPOWER1.38×
Quality AwarenessPREMIUM1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Klarna audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.86×
Pet OwnershipJOY0.86×
Design AffinityPREMIUM0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Klarna's target market in United States?

Klarna's target market in United States covers an estimated 2,145,346 people, concentrated in Texas and California.

02

What is the gender split and age of Klarna customers?

55.4% of the Klarna audience are female, 44.6% are male, with an average age of 39.9 years.

03

Which brands do Klarna fans like most?

Klarna fans show strongest brand affinity for United States Postal Service (3.67×), Credit (finance) (3.72×), and Sharon Osbourne (7.35×) over the country average.

04

Where do Klarna fans live in United States?

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

05

What other brands do Klarna fans also like?

Beyond Klarna itself, the audience over-indexes on Credit (finance) (3.72×), Sharon Osbourne (7.35×), Mark Ruffalo (8.77×), and Dennis Quaid (7.53×) 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 Klarna audiences in other countries

How to read this data

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