Latin America Audience in United States

Latin America has an estimated audience of 27,625,167 people in United States. 53.3% are female, 46.7% are male, average age 37.0. Top regions: California, Texas, Florida. Top brand affinities: Kia Sportage, FIFA World Cup, Google Maps, Honda HR-V, Indeed.com.

The average Latin America fan in United States is 37.0 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Kia Sportage, FIFA World Cup, Google Maps, with strongest over-indexing on Kia Sportage (24.44× 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 LGBTQ+ Identity, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Latin America fans

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

Audience persona

The typical Latin America fan in United States is balanced, around 37.0 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Kia Sportage.

Top regions in United States

Top regions ranked by reach for Latin America in United States
RegionReachAffinity
California4,347,6811.43×
Texas3,446,7351.45×
Florida2,700,0801.44×
New York2,033,2691.32×
Georgia1,317,6031.55×
Illinois1,119,1821.22×
Pennsylvania969,9401.04×
New Jersey957,7231.36×
North Carolina856,0641.03×
Virginia794,0241.18×
Massachusetts691,8401.27×
Ohio672,5170.79×
Washington669,0711.21×
Michigan658,5090.91×
Maryland600,0271.26×
Arizona536,1690.95×
Colorado479,2591.1×
Tennessee473,3970.85×
Indiana463,5000.92×
Minnesota436,9631.1×
South Carolina398,3270.96×
Missouri390,4680.88×
Wisconsin364,9820.88×
Oregon344,6641.09×
Connecticut327,3361.18×
Louisiana307,1610.86×
Alabama298,8370.77×
Kentucky283,3730.82×
Nevada280,0531.05×
Oklahoma268,0470.87×
Utah245,1520.99×
Kansas208,6770.96×
Iowa198,8600.87×
Mississippi180,5360.79×
Arkansas171,9410.76×
Washington, District of Columbia160,6431.93×
Nebraska125,1040.9×
New Mexico122,0370.88×
Hawaii105,3320.89×
Idaho103,5210.75×
New Hampshire95,5540.88×
West Virginia89,7680.7×
Rhode Island83,0410.94×
Maine80,6010.81×
Delaware65,4910.86×
Montana53,8050.7×
North Dakota47,4000.84×
South Dakota44,2560.69×
Alaska42,8620.73×
Vermont39,3260.81×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Latin America audience
BrandAffinityCategory
Kia Sportage24.44×Cars & Mobility
FIFA World Cup3.54×Sports
Google Maps3.47×Internet & Social Media
Honda HR-V16.67×Cars & Mobility
Indeed.com2.61×Business & Career
Capital One2.51×Business & Career
Las Vegas2.81×Travel & Leisure
Pre-school playgroup18.21×Kids & Family
La Liga5.15×Sports
Houston Astros4.47×Sports
CarGurus3.04×Cars & Mobility
Autism Awareness4.75×Health
Diabetes mellitus awareness3.35×Health
Enterprise Rent-A-Car2.91×Cars & Mobility
Livemusic2.55×Music & Radio
Premier League3.67×Sports
Singer-songwriter1.9×Music & Radio
Liga MX4.08×Sports
FC Bayern Munich3.04×Sports
Cristiano Ronaldo4.3×Sports

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Latin America audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.28
Risk AppetiteTHRILL1.2
Luxury OrientationPREMIUM1.17
SustainabilityBALANCE1.14
ExtroversionTHRILL1.12
Sports ActivityPOWER1.12

Worldwide distribution

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

See Latin America audiences in other countries

More Region audiences in United States

Frequently asked questions

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 California and Texas.

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.

Which brands do Latin America fans like most?

Latin America fans show strongest brand affinity for Kia Sportage (24.44×), FIFA World Cup (3.54×), and Google Maps (3.47×) over the country average.

Where do Latin America fans live in United States?

Latin America fans in United States are most concentrated in California (reach 4,347,681), Texas (reach 3,446,735), and Florida (reach 2,700,080). These three regions account for the largest share of the active audience.

What other brands do Latin America fans also like?

Beyond Latin America itself, the audience over-indexes on FIFA World Cup (3.54×), Google Maps (3.47×), Honda HR-V (16.67×), and Indeed.com (2.61×) compared to the United States average.

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.