Rascasse Audience Intelligence

Match.com Target Market in United States

A data profile of the people who buy, follow and care about Match.com in United States — modelled from more than twelve digital signal sources. Match.com has an estimated audience of 1,394,564 people in United States.

#6among Dating in United States#1915among Brand in United States#215in Internet & Social Media

The average Match.com fan in United States is 38.7 years old, more male, and lives primarily in California.

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

Top brand affinities include Online dating service, International education, Disneyland Paris, with strongest over-indexing on Online dating service (27.14× the country average).

Demographically, the Match.com audience skews more male with an average age of 38.7, and over-indexes on personality traits such as Community Orientation, Pet Ownership.

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

The typical Match.com fan in United States is more male, around 38.7 years old, with strong Community Orientation tendencies and a notable affinity for Online dating service.

Category: Internet & Social Media · Type: Brand · Subtype: Dating

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 Match.com profile in United States.

Audience size
1.4M
in United States
Gender
43.6%♀
56.4% male
Age
38.7
average years
Country rank
#18736
Brand in United States
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Match.com

43.6% are female, 56.4% are male, average age 38.7.

Fig. 02

Gender split

43.6%
Female
56.4%
Male
Demographic split for Match.com audience in United States
MetricValue
Female43.6%
Male56.4%
Average age38.7
Estimated audience size1,394,564
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Match.com audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3920%
40-4924%
50+17%
Fig. 04

Worldwide distribution

46.6%

of the worldwide Match.com audience comes from United States.

Worldwide audience distribution share by country for Match.com
CountryShare
United States46.6%
United Kingdom21.4%
Japan5.0%
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 Match.com audience in United States is strongest.

Fig. 05

Top regions by affinity

Match.com customers by region in United States
#RegionReachAffinity×
01Rhode Island~10K2.27×
02Vermont~5K2.06×
03Maine~10K2.04×
04North Dakota~5K1.81×
05New Hampshire~9K1.68×
06Connecticut~20K1.64×
07Massachusetts~40K1.52×
08New Mexico~9K1.35×
09Iowa~10K1.25×
10Pennsylvania~60K1.24×
11Arizona~30K1.24×
12New Jersey~40K1.22×
13Florida~100K1.19×
14South Dakota~4K1.17×
15Montana~4K1.16×
16Wisconsin~20K1.15×
17Idaho~8K1.14×
18New York~80K1.07×
19Delaware~4K1.07×
20Michigan~40K1.04×
21Minnesota~20K1.03×
22Ohio~40K0.98×
23Washington~30K0.98×
24South Carolina~20K0.92×
25Colorado~20K0.91×
26North Carolina~40K0.89×
27Illinois~40K0.85×
28Maryland~20K0.84×
29Louisiana~10K0.83×
30Nebraska~6K0.82×
31West Virginia~5K0.82×
32Missouri~20K0.81×
33Alabama~20K0.81×
34Indiana~20K0.80×
35Oregon~10K0.79×
36Tennessee~20K0.77×
37Nevada~10K0.77×
38California~100K0.74×
39Alaska~2K0.74×
40Georgia~30K0.73×
41Virginia~20K0.73×
42Kansas~8K0.71×
43Utah~8K0.68×
44Mississippi~7K0.67×
45Oklahoma~10K0.64×
46Kentucky~10K0.63×
47Hawaii~4K0.63×
48Texas~70K0.59×
49Arkansas~6K0.55×
50Washington, District of Columbia~2K0.49×
Fig. 06

Affinity by region

Affinity by region — Match.com, United States
0.49×1.00×2.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Match.com audience
#·InterestCategoryAffinity×
01Cacau ShowFood & Beverages106.20×
02International educationBusiness & Career31.66×
03Online dating serviceInternet & Social Media27.14×
04Impulse purchaseShopping17.83×
05Disneyland ParisTravel & Leisure16.78×
06BodrumTravel & Leisure16.28×
07DermalogicaBeauty & Wellness14.95×
08Scarface (1983 film)Movies & TV9.80×
09ZootopiaMovies & TV9.13×
10Online gamblingGames8.03×
11DancehallsMusic & Radio7.18×
12Michael B. JordanMovies & TV6.68×
13HinduismPolitics & Society5.99×
14HairbrushBeauty & Wellness5.88×
15Fine-art photographyTechnology & Electronics5.16×
16Hair dryerBeauty & Wellness5.14×
17Hair straighteningBeauty & Wellness3.76×
18RadioTechnology & Electronics3.71×
19ActivismPolitics & Society3.24×
20Digital photographyBusiness & Career3.18×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Match.com 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 Match.com audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.47×
Pet OwnershipJOY1.74×
MindfulnessBALANCE1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Match.com audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.75×
PatriotismCONSERVATISM0.78×
CreativityOPEN0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Match.com's target market in United States?

Match.com's target market in United States covers an estimated 1,394,564 people, concentrated in California and Florida.

02

What is the gender split and age of Match.com customers?

43.6% of the Match.com audience are female, 56.4% are male, with an average age of 38.7 years.

03

Which brands do Match.com fans like most?

Match.com fans show strongest brand affinity for Online dating service (27.14×), International education (31.66×), and Disneyland Paris (16.78×) over the country average.

04

Where do Match.com fans live in United States?

Match.com fans in United States are most concentrated in California (reach ~100K), Florida (reach ~100K), and New York (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Match.com fans also like?

Beyond Match.com itself, the audience over-indexes on International education (31.66×), Disneyland Paris (16.78×), Dancehalls (7.18×), and Radio (3.71×) compared to the United States average.

Appendix

Explore more audiences

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

More Dating audiences in United States

See Match.com audiences in other countries

How to read this data

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