Rascasse Audience Intelligence

Liberty Mutual Target Market in United States

A data profile of the people who buy, follow and care about Liberty Mutual in United States — modelled from more than twelve digital signal sources. Liberty Mutual has an estimated audience of 5,142,283 people in United States.

#7among Insurances in United States#674among Brand in United States#600in Business & Career

The average Liberty Mutual fan in United States is 43.2 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, New York, California.

Top brand affinities include Progressive Corporation, Allstate, GEICO, with strongest over-indexing on Progressive Corporation (10.68× the country average).

Demographically, the Liberty Mutual audience skews more male with an average age of 43.2, and over-indexes on personality traits such as Need for Security, Career Orientation.

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

The typical Liberty Mutual fan in United States is more male, around 43.2 years old, with strong Need for Security tendencies and a notable affinity for Progressive Corporation.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 Liberty Mutual profile in United States.

Audience size
5.1M
in United States
Gender
41.4%♀
58.6% male
Age
43.2
average years
Country rank
#6516
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Liberty Mutual

41.4% are female, 58.6% are male, average age 43.2.

Fig. 02

Gender split

41.4%
Female
58.6%
Male
Demographic split for Liberty Mutual audience in United States
MetricValue
Female41.4%
Male58.6%
Average age43.2
Estimated audience size5,142,283
Fig. 03

Age distribution

Ø 43.2
average years
Age distribution of the Liberty Mutual audience in United States
Age bracketShare%
16-196%
20-2921%
30-3923%
40-4925%
50+25%
Fig. 04

Worldwide distribution

94.9%

of the worldwide Liberty Mutual audience comes from United States.

Worldwide audience distribution share by country for Liberty Mutual
CountryShare
United States94.9%
China0.8%
India0.5%
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 Liberty Mutual audience in United States is strongest.

Fig. 05

Top regions by affinity

Liberty Mutual customers by region in United States
#RegionReachAffinity×
01Massachusetts~200K2.06×
02Delaware~30K1.97×
03New Hampshire~40K1.76×
04Kentucky~100K1.65×
05Maine~30K1.62×
06West Virginia~40K1.48×
07Rhode Island~20K1.47×
08Vermont~10K1.43×
09Pennsylvania~200K1.27×
10Connecticut~60K1.27×
11New Mexico~30K1.26×
12Michigan~200K1.24×
13Idaho~30K1.22×
14Arizona~100K1.21×
15New Jersey~200K1.19×
16Hawaii~20K1.12×
17Colorado~90K1.08×
18North Carolina~200K1.06×
19Indiana~100K1.05×
20Mississippi~40K1.05×
21Utah~50K1.04×
22New York~300K1.03×
23Georgia~200K0.96×
24Maryland~80K0.95×
25South Carolina~70K0.95×
26Oregon~60K0.95×
27Nevada~50K0.92×
28Virginia~100K0.90×
29Tennessee~90K0.89×
30Oklahoma~50K0.84×
31Ohio~100K0.82×
32Alabama~60K0.82×
33Minnesota~60K0.78×
34North Dakota~8K0.78×
35Texas~300K0.77×
36Illinois~100K0.75×
37Montana~10K0.74×
38Arkansas~30K0.73×
39Missouri~60K0.72×
40Louisiana~50K0.70×
41Nebraska~20K0.70×
42Washington, District of Columbia~10K0.70×
43Washington~70K0.67×
44Iowa~30K0.67×
45Alaska~7K0.63×
46Wisconsin~50K0.60×
47Kansas~20K0.59×
48South Dakota~7K0.59×
49Florida~200K0.55×
50California~300K0.45×
Fig. 06

Affinity by region

Affinity by region — Liberty Mutual, United States
0.45×1.00×2.06×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Liberty Mutual audience
#·InterestCategoryAffinity×
01State Farm InsuranceBusiness & Career12.32×
02Progressive CorporationBusiness & Career10.68×
03Nationwide Mutual Insurance CompanyBusiness & Career10.44×
04AllstateBusiness & Career9.88×
05M&T BankBusiness & Career9.20×
06Farmers Insurance GroupBusiness & Career7.98×
07GEICOBusiness & Career7.02×
08KeyBankBusiness & Career6.53×
09USAACars & Mobility6.13×
10ZipRecruiterBusiness & Career4.98×
11Western UnionBusiness & Career3.60×
12Staples (Canada)Business & Career3.21×
13Comcast CableTechnology & Electronics2.69×
14United Parcel ServiceBusiness & Career2.41×
15FedExBusiness & Career2.38×
16Bank of AmericaBusiness & Career2.00×
17Mitch McConnellPolitics & Society1.86×
18AutoZoneCars & Mobility1.85×
19InsuranceBusiness & Career1.69×
20Capital OneBusiness & Career1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Liberty Mutual 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 Liberty Mutual audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.47×
Career OrientationPOWER1.28×
PatriotismCONSERVATISM1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Liberty Mutual audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.82×
Luxury OrientationPREMIUM0.89×
Early Adopter MentalityPOWER0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Liberty Mutual's target market in United States?

Liberty Mutual's target market in United States covers an estimated 5,142,283 people, concentrated in Texas and New York.

02

What is the gender split and age of Liberty Mutual customers?

41.4% of the Liberty Mutual audience are female, 58.6% are male, with an average age of 43.2 years.

03

Which brands do Liberty Mutual fans like most?

Liberty Mutual fans show strongest brand affinity for Progressive Corporation (10.68×), Allstate (9.88×), and GEICO (7.02×) over the country average.

04

Where do Liberty Mutual fans live in United States?

Liberty Mutual fans in United States are most concentrated in Texas (reach ~300K), New York (reach ~300K), and California (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Liberty Mutual fans also like?

Beyond Liberty Mutual itself, the audience over-indexes on Allstate (9.88×), GEICO (7.02×), State Farm Insurance (12.32×), and M&T Bank (9.2×) compared to the United States average.

Appendix

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

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How to read this data

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