Malt Audience in United States

Malt has an estimated audience of 9,664,298 people in United States. 41.5% are female, 58.5% are male, average age 39.3. Top regions: California, Texas, Florida. Top brand affinities: Finnair, Google News, AccuWeather, StubHub, Clint Eastwood.

The average Malt fan in United States is 39.3 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Finnair, Google News, AccuWeather, with strongest over-indexing on Finnair (675× the country average). Demographically, the Malt audience skews more male with an average age of 39.3, and over-indexes on personality traits such as LGBTQ+ Identity, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Topic

Demographics of Malt fans

Demographic split for Malt audience in United States
MetricValue
Female41.5%
Male58.5%
Average age39.3
Estimated audience size9,664,298

Audience persona

The typical Malt fan in United States is more male, around 39.3 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Finnair.

Top regions in United States

Top regions ranked by reach for Malt in United States
RegionReachAffinity
California1,197,0071.13×
Texas778,9580.94×
Florida585,1110.89×
New York582,6871.08×
Pennsylvania321,4380.99×
Illinois314,8610.98×
Georgia280,0880.94×
North Carolina261,8160.9×
Ohio260,7540.88×
Virginia237,7191.01×
Michigan235,1150.93×
Washington229,8811.19×
New Jersey228,5410.93×
Massachusetts213,9761.12×
Arizona165,5930.84×
Tennessee164,2800.85×
Indiana158,3280.9×
Maryland157,0230.94×
Colorado152,4391×
Rhode Island151,4524.92×
Minnesota150,9731.09×
Missouri139,4860.9×
Oregon136,8601.24×
South Carolina117,7130.81×
Wisconsin115,1740.79×
Kentucky102,9560.85×
Alabama101,0970.75×
Connecticut98,8491.02×
Louisiana98,8120.79×
Utah96,7081.12×
Oklahoma95,8820.89×
Nevada83,6120.89×
Kansas65,7310.86×
Arkansas64,3890.81×
Iowa60,1630.76×
Mississippi59,1430.74×
Idaho43,7610.9×
Hawaii43,4931.05×
Nebraska40,9390.84×
New Mexico37,1390.77×
Washington, District of Columbia35,5441.22×
New Hampshire34,1820.9×
Maine32,7330.95×
West Virginia30,7950.68×
Montana23,8740.89×
Alaska20,8591.01×
Delaware20,2360.76×
Vermont19,2291.13×
South Dakota15,3450.69×
North Dakota13,7400.69×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Malt audience
BrandAffinityCategory
Finnair675×Travel & Leisure
Google News19.03×News
AccuWeather15.97×Home & Garden
StubHub15.69×Travel & Leisure
Clint Eastwood12.71×Movies & TV
DocuSign15.07×Technology & Electronics
OpenTable15.85×Food & Beverages
Flickr12.57×Internet & Social Media
Robert Pattinson14.77×Movies & TV
Idris Elba15.96×Movies & TV
Choice Hotels18.81×Travel & Leisure
Michelle Pfeiffer13.09×Movies & TV
Telegram14.56×Internet & Social Media
Liam Neeson11.19×Movies & TV
Aruba18.99×Travel & Leisure
Rebecca Ferguson16.65×Movies & TV
GoDaddy14.24×Technology & Electronics
Natalie Portman11.42×Movies & TV
Cotton On15.99×Fashion & Accessoires
Orange17.89×Technology & Electronics

Psychographic profile

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

Top personality traits over-indexed by Malt audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.47
ExtroversionTHRILL1.38
Luxury OrientationPREMIUM1.38
Early Adopter MentalityPOWER1.36
Sports ActivityPOWER1.3
IndulgenceJOY1.2

Worldwide distribution

Worldwide audience distribution share by country for Malt
CountryShare
United States30.7%
Brazil6.6%
United Kingdom5.6%

See Malt audiences in other countries

More Food & Beverages audiences in United States

Frequently asked questions

How many fans does Malt have in United States?

Malt has an estimated audience of 9,664,298 people in United States, concentrated in California and Texas.

What is the gender split and age of Malt fans?

41.5% of Malt fans are female, 58.5% are male, with an average age of 39.3 years.

Which brands do Malt fans like most?

Malt fans show strongest brand affinity for Finnair (675×), Google News (19.03×), and AccuWeather (15.97×) over the country average.

Where do Malt fans live in United States?

Malt fans in United States are most concentrated in California (reach 1,197,007), Texas (reach 778,958), and Florida (reach 585,111). These three regions account for the largest share of the active audience.

What other brands do Malt fans also like?

Beyond Malt itself, the audience over-indexes on Google News (19.03×), AccuWeather (15.97×), StubHub (15.69×), and Clint Eastwood (12.71×) 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 Malt. 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.