Latino culture Audience in United States

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Latino culture has an estimated audience of 7,163,982 people in United States. 55.2% are female, 44.8% are male, average age 34.2. Top regions: California, Texas, New York. Top brand affinities: Combat sport, Product design, Bank account, Home construction, Stamp collecting.

The average Latino culture fan in United States is 34.2 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Combat sport, Product design, Bank account, with strongest over-indexing on Combat sport (2.19× the country average). Demographically, the Latino culture audience skews more female with an average age of 34.2, and over-indexes on personality traits such as LGBTQ+ Identity, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: Topic

Demographics of Latino culture fans

Demographic split for Latino culture audience in United States
MetricValue
Female55.2%
Male44.8%
Average age34.2
Estimated audience size7,163,982

Audience persona

The typical Latino culture fan in United States is more female, around 34.2 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Combat sport.

Top regions in United States

Top regions ranked by reach for Latino culture in United States
RegionReachAffinity
California1,028,1461.31×
Texas516,5990.84×
New York293,5800.73×
Florida255,0130.53×
Illinois192,0960.8×
Arizona141,2680.97×
North Carolina135,8090.63×
Georgia128,2270.58×
Pennsylvania122,3920.51×
Washington110,9550.77×
Ohio107,7790.49×
Virginia100,5640.58×
Michigan98,5430.53×
New Jersey95,5240.52×
Maryland83,7980.68×
Minnesota76,0340.74×
Massachusetts75,2540.53×
Indiana72,4930.55×
Oregon66,3690.81×
Tennessee66,2990.46×
Colorado64,7250.57×
Alabama59,4730.59×
Connecticut57,9890.81×
Utah57,7320.9×
Kentucky57,2870.64×
Wisconsin56,6210.53×
South Carolina56,0700.52×
Missouri55,2170.48×
Mississippi52,9530.9×
Oklahoma52,9490.67×
Louisiana52,6050.57×
Alaska46,3463.02×
Arkansas45,6390.77×
Nevada45,2400.65×
West Virginia42,4111.27×
Kansas40,4260.72×
Idaho39,1651.09×
New Mexico38,2051.06×
Hawaii37,4131.21×
Montana37,2691.88×
Iowa37,1890.63×
South Dakota36,4162.2×
North Dakota35,1672.39×
New Hampshire34,6581.23×
Wyoming34,3083.23×
Nebraska34,2190.95×
Rhode Island33,7441.48×
Maine33,7231.31×
Vermont32,9172.62×
Delaware30,2191.53×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Latino culture audience
BrandAffinityCategory
Combat sport2.19×Sports
Product design2.64×Business & Career
Bank account2.68×Business & Career
Home construction1.52×Home & Garden
Stamp collecting4.03×Home & Garden
Nationality1.65×Politics & Society
Panama2.7×Travel & Leisure
Racing1.58×Cars & Mobility
Julius Caesar (play)3.49×
UK garage2.67×Music & Radio
Joshua Jackson2.15×Movies & TV
Acoustic music1.99×Music & Radio
Tierra Cali3.27×Travel & Leisure
N1 road (South Africa)1.73×Travel & Leisure
Notre Dame Fighting Irish football2.07×Sports
Stucco2.49×Home & Garden
Wow! Wow! Wubbzy!2.66×Movies & TV
Isometric exercise2.84×Sports
Graham Greene (actor)1.98×
Ellen Burstyn2.79×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by Latino culture audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.54
ExtroversionTHRILL1.43
Luxury OrientationPREMIUM1.3
Early Adopter MentalityPOWER1.29
Sports ActivityPOWER1.18
Urban LifestyleOPEN1.14

Worldwide distribution

Worldwide audience distribution share by country for Latino culture
CountryShare
United States67.7%
Spain4.9%
Mexico4.1%

See Latino culture audiences in other countries

More Travel & Leisure audiences in United States

Frequently asked questions

How many fans does Latino culture have in United States?

Latino culture has an estimated audience of 7,163,982 people in United States, concentrated in California and Texas.

What is the gender split and age of Latino culture fans?

55.2% of Latino culture fans are female, 44.8% are male, with an average age of 34.2 years.

Which brands do Latino culture fans like most?

Latino culture fans show strongest brand affinity for Combat sport (2.19×), Product design (2.64×), and Bank account (2.68×) over the country average.

Where do Latino culture fans live in United States?

Latino culture fans in United States are most concentrated in California (reach 1,028,146), Texas (reach 516,599), and New York (reach 293,580). These three regions account for the largest share of the active audience.

What other brands do Latino culture fans also like?

Beyond Latino culture itself, the audience over-indexes on Product design (2.64×), Bank account (2.68×), Home construction (1.52×), and Stamp collecting (4.03×) 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 Latino culture. 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.