Rascasse Audience Intelligence

Life insurance Audience in United States

A data profile of the people who buy, follow and care about Life insurance in United States — modelled from more than twelve digital signal sources. Life insurance has an estimated audience of 26,397,372 people in United States.

#770among Topic in United States#134in Business & Career

The average Life insurance fan in United States is 46.7 years old, balanced, and lives primarily in California.

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

Top brand affinities include Lindsey Graham, Insurance policy, Medicare (United States), with strongest over-indexing on Lindsey Graham (3.28× the country average).

Demographically, the Life insurance audience skews balanced with an average age of 46.7, and over-indexes on personality traits such as Need for Security, Family Orientation.

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

The typical Life insurance fan in United States is balanced, around 46.7 years old, with strong Need for Security tendencies and a notable affinity for Lindsey Graham.

Category: Business & Career · 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 Life insurance profile in United States.

Audience size
26.4M
in United States
Gender
48.6%♀
51.4% male
Age
46.7
average years
Country rank
#1123
Topic in United States
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Life insurance fans

48.6% are female, 51.4% are male, average age 46.7.

Fig. 02

Gender split

48.6%
Female
51.4%
Male
Demographic split for Life insurance audience in United States
MetricValue
Female48.6%
Male51.4%
Average age46.7
Estimated audience size26,397,372
Fig. 03

Age distribution

Ø 46.7
average years
Age distribution of the Life insurance audience in United States
Age bracketShare%
16-199%
20-2911%
30-3916%
40-4922%
50+42%
Fig. 04

Worldwide distribution

27.1%

of the worldwide Life insurance audience comes from United States.

Worldwide audience distribution share by country for Life insurance
CountryShare
United States27.1%
United Kingdom8.8%
India7.3%
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 Life insurance audience in United States is strongest.

Fig. 05

Top regions by affinity

Life insurance fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~300K1.44×
02New York~2M1.37×
03Louisiana~500K1.37×
04Alabama~500K1.36×
05South Carolina~500K1.29×
06Colorado~500K1.27×
07Georgia~1M1.26×
08Texas~3M1.24×
09Delaware~90K1.18×
10West Virginia~100K1.14×
11North Carolina~900K1.11×
12Tennessee~600K1.11×
13Kentucky~400K1.11×
14Arkansas~200K1.11×
15California~3M1.10×
16Florida~2M1.09×
17Virginia~700K1.04×
18Maryland~500K1.03×
19Indiana~500K1.02×
20New Jersey~700K1.00×
21Kansas~200K1.00×
22Pennsylvania~900K0.99×
23Ohio~800K0.99×
24Missouri~400K0.99×
25Illinois~900K0.98×
26Vermont~50K0.98×
27North Dakota~50K0.97×
28Nevada~200K0.96×
29Connecticut~300K0.95×
30Alaska~50K0.95×
31Oklahoma~300K0.94×
32Idaho~100K0.94×
33South Dakota~60K0.94×
34Michigan~600K0.92×
35Arizona~500K0.91×
36New Mexico~100K0.91×
37Iowa~200K0.88×
38Nebraska~100K0.88×
39Hawaii~100K0.88×
40Rhode Island~70K0.88×
41Wisconsin~300K0.86×
42New Hampshire~90K0.85×
43Montana~60K0.85×
44Washington~400K0.80×
45Oregon~200K0.80×
46Utah~200K0.80×
47Massachusetts~400K0.79×
48Minnesota~300K0.77×
49Maine~70K0.76×
50Washington, District of Columbia~60K0.76×
Fig. 06

Affinity by region

Affinity by region — Life insurance, United States
0.76×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Life insurance audience
#·InterestCategoryAffinity×
01Term life insuranceBusiness & Career9.46×
02Whole life insuranceBusiness & Career8.59×
03Medicare AdvantageHealth8.13×
04MedigapPolitics & Society7.55×
05Insurance policyBusiness & Career6.89×
06Social Security AdministrationBusiness & Career6.67×
07Social Security (United States)Politics & Society5.15×
08Medicare (United States)Health4.72×
09Home insuranceBusiness & Career3.91×
10Old agePolitics & Society3.70×
11RetirementBusiness & Career3.64×
12Lindsey GrahamPolitics & Society3.28×
13Google NewsNews3.28×
14Nancy MacePolitics & Society3.10×
15LabCorpHealth2.97×
16Melania TrumpPolitics & Society2.40×
17Mitch McConnellPolitics & Society2.11×
18InsuranceBusiness & Career1.93×
19Dollar GeneralShopping1.90×
20Breaking newsMovies & TV1.86×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Life insurance 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 Life insurance audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.70×
Family OrientationCONSERVATISM1.59×
Quality AwarenessPREMIUM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Life insurance audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.60×
Early Adopter MentalityPOWER0.61×
Design AffinityPREMIUM0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Life insurance have in United States?

Life insurance has an estimated audience of 26,397,372 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Life insurance fans?

48.6% of Life insurance fans are female, 51.4% are male, with an average age of 46.7 years.

03

Which brands do Life insurance fans like most?

Life insurance fans show strongest brand affinity for Lindsey Graham (3.28×), Insurance policy (6.89×), and Medicare (United States) (4.72×) over the country average.

04

Where do Life insurance fans live in United States?

Life insurance fans in United States are most concentrated in California (reach ~3M), Texas (reach ~3M), and New York (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Life insurance fans also like?

Beyond Life insurance itself, the audience over-indexes on Insurance policy (6.89×), Medicare (United States) (4.72×), Nancy Mace (3.1×), and Medigap (7.55×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Life insurance audiences in other countries

How to read this data

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