Rascasse Audience Intelligence

Massachusetts Audience in United States

A data profile of the people who buy, follow and care about Massachusetts in United States — modelled from more than twelve digital signal sources. Massachusetts has an estimated audience of 26,941,176 people in United States.

#29among Region in United States#57among POI in United States#96in Travel & Leisure

The average Massachusetts fan in United States is 43.7 years old, more female, and lives primarily in Massachusetts.

The audience is concentrated in Massachusetts, California, Texas.

Top brand affinities include FedEx, Mortgage loans, Renewable energy, with strongest over-indexing on FedEx (3.36× the country average).

Demographically, the Massachusetts audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Convenience Orientation, Patriotism.

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

The typical Massachusetts fan in United States is more female, around 43.7 years old, with strong Convenience Orientation tendencies and a notable affinity for FedEx.

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

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 Massachusetts profile in United States.

Audience size
26.9M
in United States
Gender
55.5%♀
44.5% male
Age
43.7
average years
Country rank
#1096
POI in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Massachusetts fans

55.5% are female, 44.5% are male, average age 43.7.

Fig. 02

Gender split

55.5%
Female
44.5%
Male
Demographic split for Massachusetts audience in United States
MetricValue
Female55.5%
Male44.5%
Average age43.7
Estimated audience size26,941,176
Fig. 03

Age distribution

Ø 43.7
average years
Age distribution of the Massachusetts audience in United States
Age bracketShare%
16-1912%
20-2915%
30-3918%
40-4923%
50+32%
Fig. 04

Worldwide distribution

70.4%

of the worldwide Massachusetts audience comes from United States.

Worldwide audience distribution share by country for Massachusetts
CountryShare
United States70.4%
Brazil5.6%
United Kingdom2.5%
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 Massachusetts audience in United States is strongest.

Fig. 05

Top regions by affinity

Massachusetts fans by region: top regions in United States
#RegionReachAffinity×
01Massachusetts~5M9.04×
02New Hampshire~300K2.85×
03Rhode Island~200K2.80×
04Connecticut~500K1.92×
05Maine~200K1.87×
06Vermont~80K1.69×
07Washington, District of Columbia~90K1.16×
08New York~1.5M1.01×
09New Jersey~600K0.93×
10Virginia~600K0.90×
11Florida~1.5M0.84×
12Maryland~400K0.80×
13Pennsylvania~700K0.79×
14North Carolina~600K0.76×
15Delaware~60K0.76×
16Utah~200K0.73×
17Georgia~600K0.72×
18South Carolina~300K0.71×
19Texas~1.5M0.70×
20Washington~400K0.70×
21Alaska~40K0.70×
22Arizona~400K0.69×
23California~2M0.68×
24Colorado~300K0.68×
25Indiana~300K0.67×
26Oklahoma~200K0.67×
27Ohio~500K0.66×
28Kansas~100K0.66×
29Illinois~600K0.65×
30Tennessee~400K0.65×
31Kentucky~200K0.65×
32Oregon~200K0.65×
33West Virginia~80K0.65×
34Hawaii~80K0.65×
35North Dakota~40K0.64×
36Michigan~400K0.62×
37Nevada~200K0.62×
38Iowa~100K0.62×
39Idaho~80K0.62×
40Nebraska~80K0.62×
41Missouri~300K0.61×
42Minnesota~200K0.61×
43New Mexico~80K0.61×
44Arkansas~100K0.60×
45Montana~50K0.60×
46Alabama~200K0.59×
47Louisiana~200K0.59×
48South Dakota~40K0.59×
49Wisconsin~200K0.58×
50Mississippi~100K0.58×
Fig. 06

Affinity by region

Affinity by region — Massachusetts, United States
0.58×1.00×9.04×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Massachusetts audience
#·InterestCategoryAffinity×
01Sustainable energyHome & Garden3.61×
02Weather forecastingHome & Garden3.38×
03FedExBusiness & Career3.36×
04Renewable energyBusiness & Career3.32×
05QVCMovies & TV3.32×
06First class travelTravel & Leisure2.61×
07Mortgage loansBusiness & Career2.56×
08Solar energyHome & Garden2.30×
09Vehicle insuranceCars & Mobility2.16×
10SubwayFood & Beverages2.15×
11Discount storesShopping2.12×
12Pizza HutFood & Beverages1.85×
13Shopping mallsShopping1.80×
14Domino's PizzaFood & Beverages1.76×
15McDonald'sFood & Beverages1.73×
16AirbnbTravel & Leisure1.70×
17PinterestInternet & Social Media1.69×
18Planet FitnessSports1.67×
19American AirlinesTravel & Leisure1.63×
20MSNNews1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Massachusetts 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 Massachusetts audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.78×
PatriotismCONSERVATISM1.69×
Community OrientationOPEN1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Massachusetts audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.81×
Luxury OrientationPREMIUM0.83×
Pet OwnershipJOY0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Massachusetts have in United States?

Massachusetts has an estimated audience of 26,941,176 people in United States, concentrated in Massachusetts and California.

02

What is the gender split and age of Massachusetts fans?

55.5% of Massachusetts fans are female, 44.5% are male, with an average age of 43.7 years.

03

Which brands do Massachusetts fans like most?

Massachusetts fans show strongest brand affinity for FedEx (3.36×), Mortgage loans (2.56×), and Renewable energy (3.32×) over the country average.

04

Where do Massachusetts fans live in United States?

Massachusetts fans in United States are most concentrated in Massachusetts (reach ~5M), California (reach ~2M), and Texas (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Massachusetts fans also like?

Beyond Massachusetts itself, the audience over-indexes on Mortgage loans (2.56×), Renewable energy (3.32×), Sustainable energy (3.61×), and Subway (2.15×) compared to the United States average.

Appendix

Explore more audiences

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

More Region audiences in United States

See Massachusetts audiences in other countries

How to read this data

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