Merchant Audience in United States

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Merchant has an estimated audience of 7,029,599 people in United States. 46.8% are female, 53.2% are male, average age 41.3. Top regions: California, Texas, New York. Top brand affinities: Keene, New Hampshire, Governor of Michigan, Goop, Vocal harmony, Wok.

The average Merchant fan in United States is 41.3 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Keene, New Hampshire, Governor of Michigan, Goop, with strongest over-indexing on Keene, New Hampshire (675× the country average). Demographically, the Merchant audience skews balanced with an average age of 41.3, and over-indexes on personality traits such as Quality Awareness, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Fashion & Accessoires · Type: Topic

Demographics of Merchant fans

Demographic split for Merchant audience in United States
MetricValue
Female46.8%
Male53.2%
Average age41.3
Estimated audience size7,029,599

Audience persona

The typical Merchant fan in United States is balanced, around 41.3 years old, with strong Quality Awareness tendencies and a notable affinity for Keene, New Hampshire.

Top regions in United States

Top regions ranked by reach for Merchant in United States
RegionReachAffinity
California735,7900.95×
Texas507,2730.84×
New York480,1471.22×
Florida411,5910.86×
Kansas367,2116.63×
Wisconsin340,9103.22×
North Carolina219,8591.04×
Georgia205,7330.95×
Ohio198,3100.92×
Illinois191,3060.82×
Michigan175,2060.95×
Tennessee169,7141.2×
Minnesota168,1331.67×
Pennsylvania165,5250.7×
Virginia156,6860.92×
New Jersey154,0260.86×
Massachusetts152,6621.1×
Indiana121,1980.94×
Washington116,3000.82×
Arizona104,9270.73×
Missouri104,1260.92×
Maryland96,9370.8×
Alabama93,9130.96×
South Carolina93,2550.88×
Louisiana87,3690.96×
Colorado79,2340.72×
Kentucky62,3480.71×
New Hampshire60,0772.17×
Oklahoma58,9470.76×
Mississippi57,1260.99×
Oregon55,0450.68×
Connecticut51,2190.73×
Arkansas50,7500.88×
Nevada50,4780.74×
Iowa41,3530.71×
Utah39,0470.62×
Nebraska26,1030.74×
Hawaii23,0020.76×
West Virginia21,4070.65×
New Mexico21,3160.6×
Idaho19,0250.54×
Washington, District of Columbia18,6310.88×
Maine16,3820.65×
Rhode Island14,0870.63×
Delaware13,4180.69×
South Dakota9,5360.59×
Montana9,5210.49×
North Dakota8,6120.6×
Alaska8,5130.57×
Vermont7,0540.57×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Merchant audience
BrandAffinityCategory
Keene, New Hampshire675×Travel & Leisure
Governor of Michigan16.83×Politics & Society
Goop11.35×Internet & Social Media
Vocal harmony7.59×Music & Radio
Wok9.99×Food & Beverages
Grinch5.83×Movies & TV
Grace Slick11.76×Music & Radio
headspace12.03×Health
Cherish (group)14.03×Music & Radio
Google Home7.92×Technology & Electronics
Hibachi9.42×Food & Beverages
Hipster11.06×Politics & Society
Fairy godmother7.92×Literature
Hardik Pandya15.89×Sports
El Paso County, Colorado13.2×Travel & Leisure
Historic site3.89×Arts & Culture
No Escape (1994 film)10.17×Movies & TV
National Paralympic Committee20.21×Sports
Guitarist (magazine)9.88×Music & Radio
TV Fanatic9.14×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by Merchant audience
TraitClusterScore
Quality AwarenessPREMIUM1.93
DIY MentalityTHRILL1.55
Career OrientationPOWER1.54
Need for SecurityCONSERVATISM1.36
IndividualismJOY1.29
PatriotismCONSERVATISM1.28

Worldwide distribution

Worldwide audience distribution share by country for Merchant
CountryShare
United States22.6%
Brazil10.2%
United Kingdom5.5%

See Merchant audiences in other countries

More Fashion & Accessoires audiences in United States

Frequently asked questions

How many fans does Merchant have in United States?

Merchant has an estimated audience of 7,029,599 people in United States, concentrated in California and Texas.

What is the gender split and age of Merchant fans?

46.8% of Merchant fans are female, 53.2% are male, with an average age of 41.3 years.

Which brands do Merchant fans like most?

Merchant fans show strongest brand affinity for Keene, New Hampshire (675×), Governor of Michigan (16.83×), and Goop (11.35×) over the country average.

Where do Merchant fans live in United States?

Merchant fans in United States are most concentrated in California (reach 735,790), Texas (reach 507,273), and New York (reach 480,147). These three regions account for the largest share of the active audience.

What other brands do Merchant fans also like?

Beyond Merchant itself, the audience over-indexes on Governor of Michigan (16.83×), Goop (11.35×), Vocal harmony (7.59×), and Wok (9.99×) 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 Merchant. 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.