Know-how Audience in United States
Know-how has an estimated audience of 1,419,419 people in United States. 49.8% are female, 50.2% are male, average age 43.1. Top brand affinities: Progressive rock, Nationality, Panama, Sears, Unique Gifts.
Top brand affinities include Progressive rock, Nationality, Panama, with strongest over-indexing on Progressive rock (4.62× 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.
Category: Business & Career · Type: Topic
Demographics of Know-how fans
| Metric | Value |
|---|---|
| Female | 49.8% |
| Male | 50.2% |
| Average age | 43.1 |
| Estimated audience size | 1,419,419 |
Audience persona
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 Progressive rock.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Progressive rock | 4.62× | Music & Radio |
| Nationality | 4.5× | Politics & Society |
| Panama | 3.24× | Travel & Leisure |
| Sears | 2.79× | Shopping |
| Unique Gifts | 1.59× | Shopping |
| South Asian cuisine | 5.92× | Food & Beverages |
| Birthday Gifts | 1.58× | Kids & Family |
| James Madison University | 6× | Business & Career |
| Women's empowerment | 1.86× | Politics & Society |
| JTV (Indonesia) | 1.89× | |
| Buying and Selling Real Estate | 2.63× | Home & Garden |
| Elmhurst College | 10.34× | Business & Career |
| Mad About You | 3.65× | Movies & TV |
| Voltron: Legendary Defender | 4.63× | Movies & TV |
| Certified diabetes educator | 3.76× | Business & Career |
| Ezekiel Elliott | 2.13× | Sports |
| Mackenzie Foy | 2.07× | Fashion & Accessoires |
| Stucco | 1.65× | Home & Garden |
| Life of Pi | 2.38× | Movies & TV |
| San Pellegrino | 1.81× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.6 |
| Need for Security | CONSERVATISM | 1.3 |
| Mindfulness | BALANCE | 1.22 |
| Price Sensitivity | PREMIUM | 1.06 |
| Spirituality | BALANCE | 1.04 |
| Travelling | THRILL | 1.04 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 22.5% |
| Brazil | 18.6% |
| Germany | 11.9% |
See Know-how audiences in other countries
More Business & Career audiences in United States
- Food and drink (182,612,063)
- Music (181,108,961)
- Shopping and fashion (177,150,005)
- Sports and outdoors (173,827,889)
- Sports (173,190,295)
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.