Rascasse Audience Intelligence

Know-how Audience in United States

A data profile of the people who buy, follow and care about Know-how in United States — modelled from more than twelve digital signal sources. Know-how has an estimated audience of 1,419,419 people in United States.

#7489among Topic in United States#1287in Business & Career

The average Know-how fan in United States is 43.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Las Vegas, Prison Break, Saw (franchise), with strongest over-indexing on Las Vegas (4.65× the country average).

Demographically, the Know-how audience skews balanced with an average age of 43.1, and over-indexes on personality traits such as Quality Awareness, Need for Security.

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

The typical Know-how fan in United States is balanced, around 43.1 years old, with strong Quality Awareness tendencies and a notable affinity for Las Vegas.

Category: Business & Career · Type: Topic

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 Know-how profile in United States.

Audience size
1.4M
in United States
Gender
49.8%♀
50.2% male
Age
43.1
average years
Country rank
#18504
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Know-how fans

49.8% are female, 50.2% are male, average age 43.1.

Fig. 02

Gender split

49.8%
Female
50.2%
Male
Demographic split for Know-how audience in United States
MetricValue
Female49.8%
Male50.2%
Average age43.1
Estimated audience size1,419,419
Fig. 03

Age distribution

Ø 43.1
average years
Age distribution of the Know-how audience in United States
Age bracketShare%
16-1912%
20-2914%
30-3920%
40-4926%
50+27%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Know-how audience comes from United States.

Worldwide audience distribution share by country for Know-how
CountryShare
Italy22.5%
Brazil18.6%
Germany11.9%
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 Know-how audience in United States is strongest.

Fig. 05

Top regions by affinity

Know-how fans by region: top regions in United States
#RegionReachAffinity×
01California~200K1.47×
02Washington, District of Columbia~6K1.30×
03New York~100K1.23×
04Massachusetts~30K1.18×
05Washington~30K1.12×
06Maryland~30K1.12×
07Virginia~40K1.09×
08Idaho~8K1.07×
09Oregon~20K1.05×
10Alaska~3K1.05×
11Illinois~50K1.04×
12Vermont~3K1.04×
13Florida~100K1.03×
14Montana~4K1.03×
15North Dakota~3K1.03×
16Utah~10K1.02×
17South Dakota~3K1.02×
18North Carolina~40K1.01×
19Louisiana~20K1.01×
20Hawaii~6K0.99×
21New Jersey~40K0.98×
22Colorado~20K0.98×
23Connecticut~10K0.98×
24Rhode Island~4K0.98×
25Delaware~4K0.98×
26Nebraska~7K0.97×
27New Mexico~7K0.97×
28West Virginia~6K0.97×
29New Hampshire~5K0.97×
30Maine~5K0.97×
31Tennessee~30K0.96×
32Nevada~10K0.96×
33Georgia~40K0.95×
34Oklahoma~10K0.95×
35Mississippi~10K0.95×
36Arkansas~10K0.95×
37Kansas~10K0.95×
38Pennsylvania~50K0.94×
39Missouri~20K0.94×
40South Carolina~20K0.94×
41Minnesota~20K0.94×
42Iowa~10K0.94×
43Wisconsin~20K0.93×
44Kentucky~20K0.93×
45Ohio~40K0.92×
46Michigan~30K0.92×
47Alabama~20K0.92×
48Arizona~30K0.91×
49Indiana~20K0.90×
50Texas~100K0.88×
Fig. 06

Affinity by region

Affinity by region — Know-how, United States
0.88×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Know-how audience
#·InterestCategoryAffinity×
01Prison BreakMovies & TV16.89×
02Saw (franchise)Movies & TV15.11×
03El PaísNews11.26×
04FIFA Club World CupSports8.41×
05San Diego PadresSports5.58×
06Web serverTechnology & Electronics5.10×
07Milwaukee BrewersSports4.89×
08Las VegasTravel & Leisure4.65×
09ShakiraMusic & Radio4.46×
10Western UnionBusiness & Career4.28×
11Spanish languagePolitics & Society3.85×
12Public transportCars & Mobility3.12×
13Detroit TigersSports2.94×
14T-MobileTechnology & Electronics2.41×
15WalgreensShopping2.35×
16CVS PharmacyShopping2.30×
17Real Madrid C.F.Sports2.26×
18RadioTechnology & Electronics2.01×
19EBayShopping1.64×
20Target CorporationShopping1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Know-how 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 Know-how audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.86×
Need for SecurityCONSERVATISM1.75×
IndulgenceJOY1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Know-how audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.26×
Early Adopter MentalityPOWER0.64×
Design AffinityPREMIUM0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Know-how have in United States?

Know-how has an estimated audience of 1,419,419 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Know-how fans?

49.8% of Know-how fans are female, 50.2% are male, with an average age of 43.1 years.

03

Which brands do Know-how fans like most?

Know-how fans show strongest brand affinity for Las Vegas (4.65×), Prison Break (16.89×), and Saw (franchise) (15.11×) over the country average.

04

Where do Know-how fans live in United States?

Know-how 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 Know-how fans also like?

Beyond Know-how itself, the audience over-indexes on Prison Break (16.89×), Saw (franchise) (15.11×), Spanish language (3.85×), and Milwaukee Brewers (4.89×) 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 Know-how audiences in other countries

How to read this data

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