Rascasse Audience Intelligence

Malawi Audience in United States

A data profile of the people who buy, follow and care about Malawi in United States — modelled from more than twelve digital signal sources. Malawi has an estimated audience of 1,767,455 people in United States.

#127among Country in United States#1258among POI in United States#1210in Travel & Leisure

The average Malawi fan in United States is 42.3 years old, more female, and lives primarily in California.

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

Top brand affinities include Namibia, Hyatt, Anne Hathaway, with strongest over-indexing on Namibia (23.62× the country average).

Demographically, the Malawi audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Patriotism, Pet Ownership.

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

The typical Malawi fan in United States is more female, around 42.3 years old, with strong Patriotism tendencies and a notable affinity for Namibia.

Category: Travel & Leisure · Type: POI · Subtype: Country

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 Malawi profile in United States.

Audience size
1.8M
in United States
Gender
56.0%♀
44.0% male
Age
42.3
average years
Country rank
#15681
POI in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Malawi fans

56.0% are female, 44.0% are male, average age 42.3.

Fig. 02

Gender split

56.0%
Female
44.0%
Male
Demographic split for Malawi audience in United States
MetricValue
Female56.0%
Male44.0%
Average age42.3
Estimated audience size1,767,455
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Malawi audience in United States
Age bracketShare%
16-1917%
20-2915%
30-3916%
40-4921%
50+30%
Fig. 04

Worldwide distribution

15.2%

of the worldwide Malawi audience comes from United States.

Worldwide audience distribution share by country for Malawi
CountryShare
United States15.2%
Zambia10.3%
South Africa9.0%
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 Malawi audience in United States is strongest.

Fig. 05

Top regions by affinity

Malawi fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~10K2.45×
02Washington~50K1.37×
03Vermont~4K1.35×
04Massachusetts~50K1.33×
05Utah~20K1.30×
06Maryland~40K1.28×
07Virginia~50K1.24×
08Maine~7K1.14×
09Minnesota~30K1.10×
10Alaska~4K1.10×
11Indiana~30K1.07×
12Oregon~20K1.07×
13Kansas~10K1.07×
14New York~100K1.06×
15North Carolina~60K1.06×
16Connecticut~20K1.06×
17Missouri~30K1.05×
18New Hampshire~7K1.05×
19Colorado~30K1.02×
20Idaho~9K1.02×
21Nebraska~9K1.01×
22Iowa~10K1.00×
23Montana~5K0.99×
24Georgia~50K0.98×
25Pennsylvania~60K0.97×
26Kentucky~20K0.96×
27Hawaii~7K0.96×
28Rhode Island~5K0.96×
29Michigan~40K0.95×
30Wisconsin~20K0.94×
31Illinois~50K0.93×
32Delaware~4K0.92×
33Ohio~50K0.90×
34New Jersey~40K0.89×
35South Dakota~4K0.88×
36California~200K0.87×
37Texas~100K0.87×
38North Dakota~3K0.86×
39Tennessee~30K0.84×
40Arizona~30K0.82×
41South Carolina~20K0.82×
42Oklahoma~20K0.82×
43Florida~100K0.81×
44Arkansas~10K0.79×
45New Mexico~7K0.77×
46West Virginia~6K0.77×
47Alabama~20K0.76×
48Nevada~10K0.76×
49Mississippi~10K0.76×
50Louisiana~20K0.75×
Fig. 06

Affinity by region

Affinity by region — Malawi, United States
0.75×1.00×2.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malawi audience
#·InterestCategoryAffinity×
01NamibiaTravel & Leisure23.62×
02uolTechnology & Electronics20.00×
03Drone racingSports19.67×
04HyattTravel & Leisure15.98×
05MozambiqueTravel & Leisure15.34×
06Anne HathawayMovies & TV7.24×
07Royal familyPolitics & Society6.84×
08Red SeaTravel & Leisure6.30×
09Boutique hotelTravel & Leisure6.12×
10Marriott Hotels & ResortsTravel & Leisure5.88×
11Web serverTechnology & Electronics5.33×
12Sacramento KingsSports4.31×
13Sustainable energyHome & Garden3.42×
14Renewable energyBusiness & Career2.91×
15InnovationBusiness & Career2.81×
16PhilanthropyArts & Culture2.59×
17FedExBusiness & Career2.37×
18American AirlinesTravel & Leisure2.11×
19Nonprofit organizationPolitics & Society1.91×
20Mortgage loansBusiness & Career1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malawi 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 Malawi audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM3.73×
Pet OwnershipJOY1.95×
SpiritualityBALANCE1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malawi audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.72×
Healthy LifestyleBALANCE0.93×
Sports ActivityPOWER1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Malawi have in United States?

Malawi has an estimated audience of 1,767,455 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Malawi fans?

56.0% of Malawi fans are female, 44.0% are male, with an average age of 42.3 years.

03

Which brands do Malawi fans like most?

Malawi fans show strongest brand affinity for Namibia (23.62×), Hyatt (15.98×), and Anne Hathaway (7.24×) over the country average.

04

Where do Malawi fans live in United States?

Malawi fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and New York (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Malawi fans also like?

Beyond Malawi itself, the audience over-indexes on Hyatt (15.98×), Anne Hathaway (7.24×), Mozambique (15.34×), and Marriott Hotels & Resorts (5.88×) compared to the United States average.

Appendix

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How to read this data

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