Liberty Mutual Audience in United States

Liberty Mutual logo

Liberty Mutual has an estimated audience of 5,117,727 people in United States. 41.4% are female, 58.6% are male, average age 43.2. Top regions: Texas, New York, California. Top brand affinities: Progressive Corporation, Allstate, GEICO, State Farm Insurance, M&T Bank.

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

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

Demographics of Liberty Mutual fans

Demographic split for Liberty Mutual audience in United States
MetricValue
Female41.4%
Male58.6%
Average age43.2
Estimated audience size5,117,727

Audience persona

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

Top regions in United States

Top regions ranked by reach for Liberty Mutual in United States
RegionReachAffinity
Texas365,0630.83×
New York321,9151.13×
California294,2520.52×
Pennsylvania205,1751.19×
Florida203,9570.59×
Massachusetts192,2731.91×
Georgia163,0391.03×
North Carolina158,6741.03×
New Jersey150,2831.15×
Michigan146,9411.1×
Ohio133,8240.85×
Illinois122,5710.72×
Arizona117,9491.13×
Kentucky110,4731.72×
Virginia99,6180.8×
Tennessee97,9950.95×
Colorado93,4361.16×
Indiana93,1071×
Maryland80,7860.92×
South Carolina79,5801.03×
Connecticut71,9711.4×
Washington65,3350.64×
Alabama57,1990.8×
Minnesota57,1730.78×
Missouri56,3190.68×
Oregon55,0050.94×
Louisiana47,7440.72×
Oklahoma46,0830.81×
Wisconsin45,2410.59×
Utah44,4740.97×
Nevada42,3960.86×
Mississippi41,1550.98×
West Virginia35,1931.48×
New Hampshire34,0171.69×
Maine29,8141.63×
Arkansas29,2050.69×
Iowa28,1900.67×
New Mexico28,1391.1×
Idaho27,6871.08×
Delaware27,5831.95×
Hawaii26,0311.18×
Rhode Island24,3391.49×
Kansas24,0050.6×
Nebraska16,0000.62×
Vermont12,8701.43×
Montana10,9750.77×
Washington, District of Columbia10,4460.68×
North Dakota8,8440.84×
South Dakota7,4040.63×
Wyoming7,1390.94×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Liberty Mutual audience
BrandAffinityCategory
Progressive Corporation10.68×Business & Career
Allstate9.88×Business & Career
GEICO7.02×Business & Career
State Farm Insurance12.32×Business & Career
M&T Bank9.2×Business & Career
Chase (bank)3.49×Business & Career
Staples (Canada)3.21×Business & Career
USAA6.13×Cars & Mobility
LinkedIn1.89×Internet & Social Media
Bank of America2×Business & Career
Nationwide Mutual Insurance Company10.44×Business & Career
United Parcel Service2.41×Business & Career
KeyBank6.53×Business & Career
AutoZone1.85×Cars & Mobility
Insurance1.69×Business & Career
FedEx2.38×Business & Career
Western Union3.6×Business & Career
Capital One1.61×Business & Career
ZipRecruiter4.98×Business & Career
Powerball1.66×Games

Psychographic profile

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

Top personality traits over-indexed by Liberty Mutual audience
TraitClusterScore
Quality AwarenessPREMIUM1.38
Convenience OrientationPREMIUM1.35
ExtroversionTHRILL1.28
Need for SecurityCONSERVATISM1.27
Career OrientationPOWER1.21
Family OrientationCONSERVATISM1.14

Worldwide distribution

Worldwide audience distribution share by country for Liberty Mutual
CountryShare
United States94.9%
China0.8%
India0.6%

See Liberty Mutual audiences in other countries

More Insurances audiences in United States

Frequently asked questions

How many fans does Liberty Mutual have in United States?

Liberty Mutual has an estimated audience of 5,117,727 people in United States, concentrated in Texas and New York.

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

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

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.

Where do Liberty Mutual fans live in United States?

Liberty Mutual fans in United States are most concentrated in Texas (reach 365,063), New York (reach 321,915), and California (reach 294,252). These three regions account for the largest share of the active audience.

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.

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.