Rascasse Audience Intelligence

Merchant Audience in United States

A data profile of the people who buy, follow and care about Merchant in United States — modelled from more than twelve digital signal sources. Merchant has an estimated audience of 7,029,599 people in United States.

#3012among Topic in United States#248in Fashion & Accessoires

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 Real property, Wells Fargo, Affiliate marketing, with strongest over-indexing on Real property (2.56× the country average).

Demographically, the Merchant audience skews balanced with an average age of 41.3, and over-indexes on personality traits such as Career Orientation, DIY Mentality.

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

The typical Merchant fan in United States is balanced, around 41.3 years old, with strong Career Orientation tendencies and a notable affinity for Real property.

Category: Fashion & Accessoires · Type: Topic

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 Merchant profile in United States.

Audience size
7M
in United States
Gender
46.8%♀
53.2% male
Age
41.3
average years
Country rank
#4994
Topic in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Merchant fans

46.8% are female, 53.2% are male, average age 41.3.

Fig. 02

Gender split

46.8%
Female
53.2%
Male
Demographic split for Merchant audience in United States
MetricValue
Female46.8%
Male53.2%
Average age41.3
Estimated audience size7,029,599
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Merchant audience in United States
Age bracketShare%
16-1915%
20-2918%
30-3920%
40-4923%
50+24%
Fig. 04

Worldwide distribution

22.6%

of the worldwide Merchant audience comes from United States.

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

Fig. 05

Top regions by affinity

Merchant fans by region: top regions in United States
#RegionReachAffinity×
01Kansas~300K6.23×
02Wisconsin~300K3.04×
03New Hampshire~50K1.86×
04Minnesota~200K1.60×
05Tennessee~200K1.19×
06New York~500K1.16×
07North Carolina~200K1.08×
08Massachusetts~100K1.06×
09Michigan~200K0.98×
10Alabama~100K0.98×
11Mississippi~60K0.97×
12California~700K0.96×
13Indiana~100K0.95×
14Missouri~100K0.95×
15Louisiana~80K0.94×
16Ohio~200K0.92×
17New Jersey~200K0.92×
18Virginia~200K0.92×
19Georgia~200K0.91×
20Kentucky~80K0.90×
21Arkansas~50K0.90×
22South Carolina~90K0.88×
23Hawaii~30K0.88×
24Nebraska~30K0.85×
25South Dakota~10K0.85×
26Connecticut~60K0.84×
27Alaska~10K0.83×
28Texas~500K0.82×
29North Dakota~10K0.82×
30Illinois~200K0.81×
31Washington, District of Columbia~20K0.81×
32Washington~100K0.80×
33Oklahoma~60K0.80×
34Maryland~100K0.79×
35Florida~400K0.78×
36Nevada~50K0.78×
37Iowa~50K0.78×
38Delaware~20K0.78×
39Vermont~10K0.78×
40Rhode Island~20K0.77×
41West Virginia~20K0.76×
42New Mexico~30K0.75×
43Pennsylvania~200K0.74×
44Maine~20K0.74×
45Arizona~100K0.72×
46Montana~10K0.72×
47Colorado~80K0.71×
48Oregon~60K0.70×
49Idaho~20K0.70×
50Utah~40K0.67×
Fig. 06

Affinity by region

Affinity by region — Merchant, United States
0.67×1.00×6.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Merchant audience
#·InterestCategoryAffinity×
01Public administrationBusiness & Career4.08×
02Affiliate marketingBusiness & Career3.59×
03Web serverTechnology & Electronics2.81×
04Real propertyHome & Garden2.56×
05Rail transportTravel & Leisure2.34×
06Master of Business AdministrationBusiness & Career2.33×
07Discount TireShopping2.30×
08Hardware storeHome & Garden2.25×
09NASDAQBusiness & Career2.22×
10Five BelowShopping1.99×
11LinuxTechnology & Electronics1.88×
12AuctionShopping1.76×
13Credit (finance)Business & Career1.76×
14Wells FargoBusiness & Career1.69×
15Capital OneBusiness & Career1.62×
16Google DriveTechnology & Electronics1.61×
17Used carCars & Mobility1.56×
18J. C. PenneyShopping1.54×
19Financial servicesBusiness & Career1.52×
20GeneticsKids & Family1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Merchant 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 Merchant audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.77×
DIY MentalityTHRILL1.65×
Quality AwarenessPREMIUM1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Merchant audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.37×
Social Media UsageJOY0.60×
Healthy LifestyleBALANCE0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Merchant fans like most?

Merchant fans show strongest brand affinity for Real property (2.56×), Wells Fargo (1.69×), and Affiliate marketing (3.59×) over the country average.

04

Where do Merchant fans live in United States?

Merchant fans in United States are most concentrated in California (reach ~700K), Texas (reach ~500K), and New York (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Merchant fans also like?

Beyond Merchant itself, the audience over-indexes on Wells Fargo (1.69×), Affiliate marketing (3.59×), Hardware store (2.25×), and Capital One (1.62×) compared to the United States average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in United States

See Merchant audiences in other countries

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.

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