Rascasse Audience Intelligence

MetLife Target Market in United States

A data profile of the people who buy, follow and care about MetLife in United States — modelled from more than twelve digital signal sources. MetLife has an estimated audience of 3,176,847 people in United States.

#9among Insurances in United States#1016among Brand in United States#833in Business & Career

The average MetLife fan in United States is 47.7 years old, balanced, and lives primarily in California.

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

Top brand affinities include Massachusetts Mutual Life Insurance Company, Gerber Life Insurance Company, Mutual insurance, with strongest over-indexing on Massachusetts Mutual Life Insurance Company (54.48× the country average).

Demographically, the MetLife audience skews balanced with an average age of 47.7, and over-indexes on personality traits such as Need for Security, Price Sensitivity.

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

The typical MetLife fan in United States is balanced, around 47.7 years old, with strong Need for Security tendencies and a notable affinity for Massachusetts Mutual Life Insurance Company.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 MetLife profile in United States.

Audience size
3.2M
in United States
Gender
50.0%♀
50.0% male
Age
47.7
average years
Country rank
#9806
Brand in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of MetLife

50.0% are female, 50.0% are male, average age 47.7.

Fig. 02

Gender split

50.0%
Female
50.0%
Male
Demographic split for MetLife audience in United States
MetricValue
Female50.0%
Male50.0%
Average age47.7
Estimated audience size3,176,847
Fig. 03

Age distribution

Ø 47.7
average years
Age distribution of the MetLife audience in United States
Age bracketShare%
16-196%
20-2911%
30-3916%
40-4924%
50+43%
Fig. 04

Worldwide distribution

36.0%

of the worldwide MetLife audience comes from United States.

Worldwide audience distribution share by country for MetLife
CountryShare
United States36.0%
Mexico10.5%
Chile9.7%
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 MetLife audience in United States is strongest.

Fig. 05

Top regions by affinity

MetLife customers by region in United States
#RegionReachAffinity×
01New Jersey~100K1.87×
02New York~200K1.47×
03Georgia~100K1.33×
04North Carolina~100K1.33×
05Kansas~30K1.30×
06Missouri~60K1.25×
07Delaware~10K1.19×
08Illinois~100K1.17×
09Connecticut~30K1.15×
10Tennessee~70K1.14×
11Pennsylvania~100K1.13×
12Virginia~80K1.12×
13Florida~200K1.11×
14Maryland~60K1.09×
15South Carolina~50K1.09×
16Minnesota~50K1.09×
17Texas~300K1.08×
18West Virginia~20K1.08×
19Ohio~100K1.07×
20New Hampshire~10K1.07×
21Massachusetts~60K1.04×
22Louisiana~40K1.04×
23Mississippi~30K1.04×
24Indiana~60K1.01×
25Colorado~50K1.00×
26Nebraska~20K1.00×
27Arizona~60K0.99×
28Alabama~40K0.96×
29Utah~30K0.96×
30Washington, District of Columbia~9K0.94×
31Alaska~6K0.94×
32South Dakota~6K0.93×
33Michigan~70K0.91×
34Washington~50K0.91×
35California~300K0.89×
36North Dakota~6K0.89×
37Nevada~30K0.88×
38Rhode Island~8K0.88×
39Wisconsin~40K0.87×
40Maine~9K0.87×
41Kentucky~30K0.85×
42Oregon~30K0.85×
43Arkansas~20K0.85×
44Iowa~20K0.83×
45Oklahoma~30K0.79×
46Vermont~4K0.73×
47New Mexico~10K0.71×
48Idaho~10K0.69×
49Montana~5K0.62×
50Hawaii~8K0.61×
Fig. 06

Affinity by region

Affinity by region — MetLife, United States
0.61×1.00×1.87×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MetLife audience
#·InterestCategoryAffinity×
01Protective LifeBusiness & Career69.80×
02Massachusetts Mutual Life Insurance CompanyBusiness & Career54.48×
03Gerber Life Insurance CompanyBusiness & Career43.34×
04Universal life insuranceTopic39.85×
05AXABusiness & Career34.03×
06Prudential FinancialBusiness & Career30.73×
07Life annuityBusiness & Career23.97×
08Mutual insuranceBusiness & Career21.63×
09Nationwide Mutual Insurance CompanyBusiness & Career16.64×
10Northwestern MutualBusiness & Career15.66×
11State Farm InsuranceBusiness & Career14.34×
12Transamerica CorporationBusiness & Career14.26×
13Whole life insuranceBusiness & Career13.28×
14CignaBusiness & Career12.44×
15Term life insuranceBusiness & Career12.03×
16Liberty MutualBusiness & Career9.59×
17AllstateBusiness & Career8.17×
18Progressive CorporationBusiness & Career7.17×
19GEICOBusiness & Career5.35×
20InstacartInternet & Social Media4.08×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MetLife 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 MetLife audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.65×
Price SensitivityPREMIUM1.52×
Career OrientationPOWER1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MetLife audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.91×
Luxury OrientationPREMIUM0.94×
Sports ActivityPOWER0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is MetLife's target market in United States?

MetLife's target market in United States covers an estimated 3,176,847 people, concentrated in California and Texas.

02

What is the gender split and age of MetLife customers?

50.0% of the MetLife audience are female, 50.0% are male, with an average age of 47.7 years.

03

Which brands do MetLife fans like most?

MetLife fans show strongest brand affinity for Massachusetts Mutual Life Insurance Company (54.48×), Gerber Life Insurance Company (43.34×), and Mutual insurance (21.63×) over the country average.

04

Where do MetLife fans live in United States?

MetLife fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and New York (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do MetLife fans also like?

Beyond MetLife itself, the audience over-indexes on Gerber Life Insurance Company (43.34×), Mutual insurance (21.63×), Progressive Corporation (7.17×), and State Farm Insurance (14.34×) compared to the United States average.

Appendix

Explore more audiences

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

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See MetLife audiences in other countries

How to read this data

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