Rascasse Audience Intelligence

Latin America Audience in United States

A data profile of the people who buy, follow and care about Latin America in United States — modelled from more than twelve digital signal sources. Latin America has an estimated audience of 27,625,167 people in United States.

#27among Region in United States#51among POI in United States#90in Travel & Leisure

The average Latin America fan in United States is 37.0 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include FIFA World Cup, Spanish language, La Liga, with strongest over-indexing on FIFA World Cup (2.78× the country average).

Demographically, the Latin America audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

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

The typical Latin America fan in United States is balanced, around 37.0 years old, with strong Convenience Orientation tendencies and a notable affinity for FIFA World Cup.

Category: Travel & Leisure · Type: POI · Subtype: Region

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 Latin America profile in United States.

Audience size
27.6M
in United States
Gender
53.3%♀
46.7% male
Age
37.0
average years
Country rank
#1059
POI in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Latin America fans

53.3% are female, 46.7% are male, average age 37.0.

Fig. 02

Gender split

53.3%
Female
46.7%
Male
Demographic split for Latin America audience in United States
MetricValue
Female53.3%
Male46.7%
Average age37.0
Estimated audience size27,625,167
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Latin America audience in United States
Age bracketShare%
16-1924%
20-2921%
30-3920%
40-4919%
50+15%
Fig. 04

Worldwide distribution

22.3%

of the worldwide Latin America audience comes from United States.

Worldwide audience distribution share by country for Latin America
CountryShare
United States22.3%
Brazil10.3%
Mexico9.3%
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 Latin America audience in United States is strongest.

Fig. 05

Top regions by affinity

Latin America fans by region: top regions in United States
#RegionReachAffinity×
01Georgia~1.5M1.81×
02Texas~4.5M1.79×
03Washington, District of Columbia~100K1.62×
04California~4M1.28×
05Florida~2.5M1.23×
06Minnesota~500K1.20×
07Virginia~800K1.19×
08New Jersey~800K1.18×
09Massachusetts~600K1.15×
10Maryland~500K1.14×
11New York~2M1.13×
12Illinois~1M1.13×
13Connecticut~300K1.13×
14Washington~600K1.12×
15Nebraska~200K1.10×
16Pennsylvania~1M1.04×
17Oregon~300K1.04×
18Colorado~400K1.02×
19Kansas~200K1.01×
20North Carolina~800K0.99×
21South Carolina~400K0.99×
22Utah~200K0.99×
23Rhode Island~90K0.98×
24South Dakota~60K0.97×
25North Dakota~50K0.97×
26Nevada~300K0.95×
27Michigan~700K0.94×
28Wisconsin~400K0.94×
29Delaware~70K0.94×
30Alaska~50K0.93×
31Indiana~500K0.90×
32Missouri~400K0.90×
33Hawaii~100K0.90×
34New Hampshire~100K0.90×
35Louisiana~300K0.89×
36Iowa~200K0.89×
37New Mexico~100K0.88×
38Vermont~40K0.88×
39Arizona~500K0.87×
40Oklahoma~300K0.86×
41Maine~90K0.86×
42Kentucky~300K0.84×
43West Virginia~100K0.83×
44Mississippi~200K0.82×
45Montana~60K0.82×
46Alabama~300K0.81×
47Idaho~100K0.81×
48Arkansas~200K0.78×
49Tennessee~400K0.77×
50Ohio~600K0.74×
Fig. 06

Affinity by region

Affinity by region — Latin America, United States
0.74×1.00×1.81×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Latin America audience
#·InterestCategoryAffinity×
01La LigaSports5.15×
02Atlético MadridSports5.15×
03VolarisTravel & Leisure4.32×
04ShakiraMusic & Radio3.77×
05Western UnionBusiness & Career3.36×
06Spanish languagePolitics & Society3.28×
07Anne HathawayMovies & TV3.11×
08Cristiano RonaldoSports2.98×
09FIFA World CupSports2.78×
10Las VegasTravel & Leisure2.44×
11Solar energyHome & Garden2.25×
12WhataburgerFood & Beverages2.24×
13VolleyballSports1.99×
14WhatsAppInternet & Social Media1.91×
15BeetlejuiceMovies & TV1.90×
16T-MobileTechnology & Electronics1.87×
17InnovationBusiness & Career1.81×
18United Parcel ServiceBusiness & Career1.77×
19CaribbeanTravel & Leisure1.77×
20The UPS StoreShopping1.64×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Latin America 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 Latin America audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.35×
IndulgenceJOY1.31×
SpiritualityBALANCE1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Latin America audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.82×
Early Adopter MentalityPOWER0.86×
CreativityOPEN0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Latin America have in United States?

Latin America has an estimated audience of 27,625,167 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Latin America fans?

53.3% of Latin America fans are female, 46.7% are male, with an average age of 37.0 years.

03

Which brands do Latin America fans like most?

Latin America fans show strongest brand affinity for FIFA World Cup (2.78×), Spanish language (3.28×), and La Liga (5.15×) over the country average.

04

Where do Latin America fans live in United States?

Latin America fans in United States are most concentrated in Texas (reach ~4.5M), California (reach ~4M), and Florida (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Latin America fans also like?

Beyond Latin America itself, the audience over-indexes on Spanish language (3.28×), La Liga (5.15×), Las Vegas (2.44×), and T-Mobile (1.87×) compared to the United States average.

Appendix

Explore more audiences

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

More Region audiences in United States

See Latin America audiences in other countries

How to read this data

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