Rascasse Audience Intelligence

Leisure Audience in United States

A data profile of the people who buy, follow and care about Leisure in United States — modelled from more than twelve digital signal sources. Leisure has an estimated audience of 103,280,414 people in United States.

#53among Topic in United States#2in Travel & Leisure

The average Leisure fan in United States is 41.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Planet Fitness, Real property, Non-alcoholic beverage, with strongest over-indexing on Planet Fitness (1.59× the country average).

Demographically, the Leisure audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Indulgence, Community Orientation.

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

The typical Leisure fan in United States is more female, around 41.4 years old, with strong Indulgence tendencies and a notable affinity for Planet Fitness.

Category: Travel & Leisure · 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 Leisure profile in United States.

Audience size
103.3M
in United States
Gender
55.4%♀
44.6% male
Age
41.4
average years
Country rank
#68
Topic 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 Leisure fans

55.4% are female, 44.6% are male, average age 41.4.

Fig. 02

Gender split

55.4%
Female
44.6%
Male
Demographic split for Leisure audience in United States
MetricValue
Female55.4%
Male44.6%
Average age41.4
Estimated audience size103,280,414
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Leisure audience in United States
Age bracketShare%
16-1915%
20-2917%
30-3920%
40-4922%
50+25%
Fig. 04

Worldwide distribution

18.9%

of the worldwide Leisure audience comes from United States.

Worldwide audience distribution share by country for Leisure
CountryShare
United States18.9%
Japan5.9%
United Kingdom4.5%
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 Leisure audience in United States is strongest.

Fig. 05

Top regions by affinity

Leisure fans by region: top regions in United States
#RegionReachAffinity×
01California~16M1.42×
02New York~8M1.38×
03Hawaii~600K1.30×
04Arizona~2.5M1.22×
05Washington, District of Columbia~400K1.21×
06Texas~11M1.18×
07Florida~8M1.14×
08Georgia~3.5M1.11×
09Washington~2.5M1.10×
10Oregon~1.5M1.10×
11Alabama~1.5M1.08×
12Kansas~900K1.08×
13North Carolina~3.5M1.07×
14Virginia~2.5M1.07×
15Louisiana~1.5M1.07×
16Alaska~200K1.07×
17Mississippi~900K1.06×
18New Mexico~500K1.06×
19New Jersey~2.5M1.03×
20Maryland~2M1.03×
21Oklahoma~1M1.03×
22South Carolina~1.5M1.02×
23Connecticut~1M1.02×
24Nevada~1M1.02×
25Illinois~3.5M1.01×
26Arkansas~900K1.01×
27Massachusetts~2M1.00×
28North Dakota~200K0.96×
29Tennessee~2M0.95×
30Indiana~2M0.95×
31Missouri~1.5M0.95×
32Utah~900K0.95×
33Idaho~500K0.95×
34Pennsylvania~3.5M0.94×
35Michigan~2.5M0.94×
36Minnesota~1.5M0.94×
37West Virginia~400K0.93×
38Rhode Island~300K0.92×
39Delaware~300K0.92×
40Wisconsin~1.5M0.91×
41Kentucky~1M0.91×
42Colorado~1.5M0.90×
43South Dakota~200K0.89×
44Iowa~800K0.88×
45New Hampshire~400K0.88×
46Ohio~3M0.87×
47Nebraska~500K0.87×
48Maine~300K0.86×
49Montana~200K0.86×
50Vermont~200K0.85×
Fig. 06

Affinity by region

Affinity by region — Leisure, United States
0.85×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Leisure audience
#·InterestCategoryAffinity×
01Non-alcoholic beverageFood & Beverages2.51×
02Jared LetoMovies & TV2.51×
03Universal StudiosMovies & TV2.13×
04Diaper bagKids & Family2.07×
05Real propertyHome & Garden1.88×
06Western UnionBusiness & Career1.73×
07LabradorPets & Animals1.73×
08Largemouth bassFood & Beverages1.70×
09Tabloid (newspaper format)Literature1.66×
10HormoneHealth1.62×
11Miniature SchnauzerPets & Animals1.62×
12Planet FitnessSports1.59×
13LumberHome & Garden1.59×
14Made in USABusiness & Career1.57×
15Multi-toolHome & Garden1.57×
16DentistryBusiness & Career1.56×
17Labor DayPolitics & Society1.52×
18Plant nurseryHome & Garden1.52×
19LodgingTravel & Leisure1.51×
20CutleryHome & Garden1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Leisure 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 Leisure audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.47×
Community OrientationOPEN1.10×
Price SensitivityPREMIUM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Leisure audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.94×
ExtroversionTHRILL0.95×
Early Adopter MentalityPOWER0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Leisure have in United States?

Leisure has an estimated audience of 103,280,414 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Leisure fans?

55.4% of Leisure fans are female, 44.6% are male, with an average age of 41.4 years.

03

Which brands do Leisure fans like most?

Leisure fans show strongest brand affinity for Planet Fitness (1.59×), Real property (1.88×), and Non-alcoholic beverage (2.51×) over the country average.

04

Where do Leisure fans live in United States?

Leisure fans in United States are most concentrated in California (reach ~16M), Texas (reach ~11M), and Florida (reach ~8M). These three regions account for the largest share of the active audience.

05

What other brands do Leisure fans also like?

Beyond Leisure itself, the audience over-indexes on Real property (1.88×), Non-alcoholic beverage (2.51×), Diaper bag (2.07×), and Dentistry (1.56×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in United States

See Leisure audiences in other countries

How to read this data

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