Rascasse Audience Intelligence

Mall of America Audience in United States

A data profile of the people who buy, follow and care about Mall of America in United States — modelled from more than twelve digital signal sources. Mall of America has an estimated audience of 498,319 people in United States.

#12among Shopping mall in United States#3878among POI in United States#513in Shopping

The average Mall of America fan in United States is 36.7 years old, more female, and lives primarily in Minnesota.

The audience is concentrated in Minnesota, Wisconsin, Illinois.

Top brand affinities include Star Tribune, Fifth Third Bank, Minnesota United FC, with strongest over-indexing on Star Tribune (12.5× the country average).

Demographically, the Mall of America audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.

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

The typical Mall of America fan in United States is more female, around 36.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Star Tribune.

Category: Shopping · Type: POI · Subtype: Shopping mall

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 Mall of America profile in United States.

Audience size
498K
in United States
Gender
72.1%♀
27.9% male
Age
36.7
average years
Country rank
#36736
POI in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mall of America fans

72.1% are female, 27.9% are male, average age 36.7.

Fig. 02

Gender split

72.1%
Female
27.9%
Male
Demographic split for Mall of America audience in United States
MetricValue
Female72.1%
Male27.9%
Average age36.7
Estimated audience size498,319
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Mall of America audience in United States
Age bracketShare%
16-1926%
20-2920%
30-3920%
40-4920%
50+14%
Fig. 04

Worldwide distribution

59.3%

of the worldwide Mall of America audience comes from United States.

Worldwide audience distribution share by country for Mall of America
CountryShare
United States59.3%
Canada18.4%
United Kingdom4.7%
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 Mall of America audience in United States is strongest.

Fig. 05

Top regions by affinity

Mall of America fans by region: top regions in United States
#RegionReachAffinity×
01Minnesota~200K24.93×
02North Dakota~3K2.88×
03Iowa~10K2.51×
04Wisconsin~20K2.47×
05South Dakota~2K2.13×
06Nebraska~4K1.48×
07Illinois~20K1.10×
08Missouri~6K0.72×
09Kansas~3K0.66×
10Michigan~8K0.64×
11Montana<1K0.64×
12Indiana~6K0.61×
13Wyoming<1K0.48×
14Alaska<1K0.47×
15Arkansas~2K0.42×
16Kentucky~3K0.41×
17Mississippi~2K0.40×
18Ohio~6K0.39×
19Tennessee~4K0.38×
20Louisiana~2K0.38×
21Oklahoma~2K0.37×
22West Virginia<1K0.37×
23Colorado~3K0.36×
24Delaware<1K0.35×
25Pennsylvania~6K0.34×
26Georgia~5K0.33×
27Rhode Island<1K0.33×
28Idaho<1K0.32×
29Washington, District of Columbia<1K0.32×
30Maryland~3K0.31×
31Alabama~2K0.31×
32New Hampshire<1K0.31×
33Maine<1K0.31×
34Virginia~4K0.30×
35South Carolina~2K0.30×
36New Mexico<1K0.30×
37Hawaii<1K0.30×
38North Carolina~4K0.29×
39New Jersey~4K0.29×
40Washington~3K0.29×
41Connecticut~1K0.29×
42Massachusetts~3K0.28×
43Texas~10K0.27×
44Florida~9K0.27×
45Utah~1K0.27×
46Arizona~3K0.26×
47Oregon~2K0.26×
48Nevada~1K0.26×
49New York~7K0.25×
50California~10K0.21×
Fig. 06

Affinity by region

Affinity by region — Mall of America, United States
0.21×1.00×24.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mall of America audience
#·InterestCategoryAffinity×
01Minnesota United FCSports22.07×
02Star TribuneNews12.50×
03Fifth Third BankBusiness & Career7.43×
04Minnesota WildSports4.64×
05Minnesota TimberwolvesSports4.50×
06Chuck E. Cheese'sFood & Beverages3.47×
07Minnesota VikingsSports3.24×
08Road tripTravel & Leisure2.96×
09Milwaukee BrewersSports2.86×
10Walt Disney WorldTravel & Leisure2.12×
11Five BelowShopping2.09×
12Pizza HutFood & Beverages2.07×
13Shopping mallsShopping2.00×
14Britney SpearsMusic & Radio2.00×
15SubwayFood & Beverages1.96×
16KFCFood & Beverages1.93×
17Discount storesShopping1.92×
18Domino's PizzaFood & Beverages1.69×
19IKEAHome & Garden1.58×
20PowerballGames1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mall of America 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 Mall of America audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.56×
Community OrientationOPEN1.55×
Price SensitivityPREMIUM1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mall of America audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.71×
MindfulnessBALANCE0.76×
Risk AppetiteTHRILL0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mall of America have in United States?

Mall of America has an estimated audience of 498,319 people in United States, concentrated in Minnesota and Wisconsin.

02

What is the gender split and age of Mall of America fans?

72.1% of Mall of America fans are female, 27.9% are male, with an average age of 36.7 years.

03

Which brands do Mall of America fans like most?

Mall of America fans show strongest brand affinity for Star Tribune (12.5×), Fifth Third Bank (7.43×), and Minnesota United FC (22.07×) over the country average.

04

Where do Mall of America fans live in United States?

Mall of America fans in United States are most concentrated in Minnesota (reach ~200K), Wisconsin (reach ~20K), and Illinois (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Mall of America fans also like?

Beyond Mall of America itself, the audience over-indexes on Fifth Third Bank (7.43×), Minnesota United FC (22.07×), Minnesota Timberwolves (4.5×), and Pizza Hut (2.07×) 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 Mall of America. 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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