Rascasse Audience Intelligence

McDonald's Target Market in United States

A data profile of the people who buy, follow and care about McDonald's in United States — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 66,021,947 people in United States.

#1among Fast food restaurants in United States#8among Brand in United States#16in Food & Beverages

The average McDonald's fan in United States is 37.7 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Burger King, Wendy's, Chipotle Mexican Grill, with strongest over-indexing on Burger King (3.45× the country average).

Demographically, the McDonald's audience skews balanced with an average age of 37.7, and over-indexes on personality traits such as Need for Security, Family Orientation.

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

The typical McDonald's fan in United States is balanced, around 37.7 years old, with strong Need for Security tendencies and a notable affinity for Burger King.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

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 McDonald's profile in United States.

Audience size
66M
in United States
Gender
54.3%♀
45.7% male
Age
37.7
average years
Country rank
#223
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of McDonald's

54.3% are female, 45.7% are male, average age 37.7.

Fig. 02

Gender split

54.3%
Female
45.7%
Male
Demographic split for McDonald's audience in United States
MetricValue
Female54.3%
Male45.7%
Average age37.7
Estimated audience size66,021,947
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the McDonald's audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3918%
40-4918%
50+19%
Fig. 04

Worldwide distribution

24.2%

of the worldwide McDonald's audience comes from United States.

Worldwide audience distribution share by country for McDonald's
CountryShare
United States24.2%
Italy4.8%
Germany4.7%
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 McDonald's audience in United States is strongest.

Fig. 05

Top regions by affinity

McDonald's customers by region in United States
#RegionReachAffinity×
01Hawaii~70K1.31×
02Colorado~300K1.29×
03Indiana~300K1.19×
04Illinois~500K1.17×
05Washington, District of Columbia~50K1.17×
06Texas~1.5M1.14×
07New Mexico~80K1.14×
08Michigan~400K1.13×
09Florida~1M1.12×
10Ohio~500K1.11×
11Missouri~200K1.10×
12Kentucky~200K1.09×
13Nevada~100K1.09×
14Washington~300K1.07×
15Maryland~200K1.07×
16Minnesota~200K1.07×
17Wisconsin~200K1.05×
18Oklahoma~200K1.05×
19Kansas~100K1.05×
20Arizona~300K1.04×
21California~1.5M1.02×
22New York~800K1.02×
23North Carolina~400K1.02×
24Connecticut~100K1.02×
25Tennessee~300K1.01×
26South Carolina~200K1.01×
27Utah~100K1.00×
28Virginia~300K0.99×
29Arkansas~100K0.99×
30Louisiana~200K0.97×
31Wyoming~20K0.97×
32Iowa~100K0.96×
33Nebraska~60K0.96×
34Georgia~400K0.94×
35Oregon~100K0.94×
36West Virginia~60K0.93×
37New Jersey~300K0.92×
38Idaho~60K0.92×
39Mississippi~100K0.91×
40North Dakota~20K0.91×
41Pennsylvania~400K0.90×
42Alabama~200K0.90×
43Massachusetts~200K0.89×
44South Dakota~30K0.88×
45New Hampshire~40K0.86×
46Delaware~30K0.86×
47Rhode Island~40K0.84×
48Alaska~20K0.84×
49Montana~30K0.81×
50Maine~40K0.80×
Fig. 06

Affinity by region

Affinity by region — McDonald's, United States
0.80×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for McDonald's audience
#·InterestCategoryAffinity×
01Chipotle Mexican GrillFood & Beverages3.49×
02Burger KingFood & Beverages3.45×
03Wendy'sFood & Beverages3.26×
04Concurrent Versions SystemTechnology & Electronics2.98×
05Dick Van DykeMovies & TV2.97×
06MenardsHome & Garden2.86×
07StarbucksFood & Beverages2.36×
08FriendshipKids & Family2.33×
09Dollar GeneralShopping2.21×
10Taco BellFood & Beverages2.12×
11Pizza HutFood & Beverages2.07×
12RedditInternet & Social Media1.96×
13Video gamesGames1.90×
14TelevisionsTechnology & Electronics1.80×
15WalmartShopping1.75×
16Comedy moviesMovies & TV1.68×
17United StatesTravel & Leisure1.65×
18ComputersTechnology & Electronics1.56×
19U.S. stateTravel & Leisure1.54×
20Outdoor recreationSports1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the McDonald's 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 McDonald's audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.54×
Family OrientationCONSERVATISM1.41×
Convenience OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by McDonald's audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.60×
Sports ActivityPOWER0.80×
SustainabilityBALANCE0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is McDonald's's target market in United States?

McDonald's's target market in United States covers an estimated 66,021,947 people, concentrated in California and Texas.

02

What is the gender split and age of McDonald's customers?

54.3% of the McDonald's audience are female, 45.7% are male, with an average age of 37.7 years.

03

Which brands do McDonald's fans like most?

McDonald's fans show strongest brand affinity for Burger King (3.45×), Wendy's (3.26×), and Chipotle Mexican Grill (3.49×) over the country average.

04

Where do McDonald's fans live in United States?

McDonald's fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do McDonald's fans also like?

Beyond McDonald's itself, the audience over-indexes on Wendy's (3.26×), Chipotle Mexican Grill (3.49×), Concurrent Versions System (2.98×), and Friendship (2.33×) compared to the United States average.

Appendix

Explore more audiences

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

More Fast food restaurants audiences in United States

Related rankings

See McDonald's audiences in other countries

How to read this data

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