Rascasse Audience Intelligence

Michigan Lottery Target Market in United States

A data profile of the people who buy, follow and care about Michigan Lottery in United States — modelled from more than twelve digital signal sources. Michigan Lottery has an estimated audience of 12,783,716 people in United States.

#2among Lottery in United States#271among Brand in United States#57in Games

The average Michigan Lottery fan in United States is 43.5 years old, balanced, and lives primarily in Michigan.

The audience is concentrated in Michigan, Ohio, Indiana.

Top brand affinities include Mega Millions, Arizona Lottery, Florida Lottery, with strongest over-indexing on Mega Millions (52.68× the country average).

Demographically, the Michigan Lottery audience skews balanced with an average age of 43.5, and over-indexes on personality traits such as Community Orientation, Extroversion.

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

The typical Michigan Lottery fan in United States is balanced, around 43.5 years old, with strong Community Orientation tendencies and a notable affinity for Mega Millions.

Category: Games · Type: Brand · Subtype: Lottery

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 Michigan Lottery profile in United States.

Audience size
12.8M
in United States
Gender
48.1%♀
51.9% male
Age
43.5
average years
Country rank
#2784
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 Michigan Lottery

48.1% are female, 51.9% are male, average age 43.5.

Fig. 02

Gender split

48.1%
Female
51.9%
Male
Demographic split for Michigan Lottery audience in United States
MetricValue
Female48.1%
Male51.9%
Average age43.5
Estimated audience size12,783,716
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the Michigan Lottery audience in United States
Age bracketShare%
16-1911%
20-2916%
30-3919%
40-4923%
50+30%
Fig. 04

Worldwide distribution

98.9%

of the worldwide Michigan Lottery audience comes from United States.

Worldwide audience distribution share by country for Michigan Lottery
CountryShare
United States98.9%
Canada0.3%
India0.1%
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 Michigan Lottery audience in United States is strongest.

Fig. 05

Top regions by affinity

Michigan Lottery customers by region in United States
#RegionReachAffinity×
01Michigan~6.5M46.76×
02Ohio~200K0.59×
03Montana~20K0.57×
04South Dakota~20K0.53×
05Vermont~9K0.42×
06Wyoming~8K0.42×
07Indiana~90K0.41×
08Idaho~20K0.39×
09Rhode Island~10K0.37×
10Alaska~9K0.33×
11North Dakota~9K0.33×
12New Mexico~20K0.27×
13New Hampshire~10K0.26×
14Nebraska~20K0.25×
15Delaware~8K0.24×
16Oregon~30K0.23×
17Mississippi~20K0.22×
18Hawaii~10K0.22×
19Maine~10K0.22×
20Illinois~80K0.20×
21Kentucky~30K0.20×
22Utah~20K0.20×
23Georgia~70K0.18×
24Tennessee~40K0.17×
25Alabama~30K0.17×
26West Virginia~10K0.17×
27South Carolina~30K0.16×
28Oklahoma~20K0.15×
29Arkansas~10K0.14×
30Missouri~30K0.13×
31Kansas~10K0.13×
32North Carolina~50K0.12×
33Wisconsin~20K0.12×
34Nevada~10K0.12×
35Louisiana~20K0.11×
36Iowa~10K0.11×
37Florida~90K0.10×
38Connecticut~10K0.10×
39Virginia~30K0.09×
40Maryland~20K0.09×
41Minnesota~20K0.09×
42New York~60K0.08×
43Massachusetts~20K0.08×
44Arizona~20K0.08×
45Colorado~20K0.08×
46New Jersey~20K0.07×
47Washington~20K0.07×
48Pennsylvania~30K0.06×
49Texas~50K0.05×
50California~40K0.03×
Fig. 06

Affinity by region

Affinity by region — Michigan Lottery, United States
0.03×1.00×46.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Michigan Lottery audience
#·InterestCategoryAffinity×
01The LotteryLiterature151.94×
02Arizona LotteryGames95.36×
03Nebraska LotteryGames84.76×
04The GreenbrierTravel & Leisure79.10×
05Pennsylvania LotteryGames69.93×
06Washington's LotteryGames69.00×
07Oregon LotteryGames53.27×
08Mega MillionsGames52.68×
09Kids clubKids & Family50.11×
10MGM Grand DetroitBrand47.82×
11Fun KidsMusic & Radio46.28×
12Soaring Eagle Casino & ResortTravel & Leisure45.92×
13Tennis WarehouseShopping42.98×
14New York LotteryGames42.97×
15Florida LotteryGames38.50×
16ScratchcardGames36.48×
17Missouri LotteryGames35.28×
18PowerballGames16.85×
19California State LotteryGames15.96×
20The Championships, WimbledonSports14.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Michigan Lottery 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 Michigan Lottery audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.37×
ExtroversionTHRILL1.08×
Risk AppetiteTHRILL1.04×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Michigan Lottery audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN0.83×
Quality AwarenessPREMIUM0.83×
TravellingTHRILL0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Michigan Lottery's target market in United States?

Michigan Lottery's target market in United States covers an estimated 12,783,716 people, concentrated in Michigan and Ohio.

02

What is the gender split and age of Michigan Lottery customers?

48.1% of the Michigan Lottery audience are female, 51.9% are male, with an average age of 43.5 years.

03

Which brands do Michigan Lottery fans like most?

Michigan Lottery fans show strongest brand affinity for Mega Millions (52.68×), Arizona Lottery (95.36×), and Florida Lottery (38.5×) over the country average.

04

Where do Michigan Lottery fans live in United States?

Michigan Lottery fans in United States are most concentrated in Michigan (reach ~6.5M), Ohio (reach ~200K), and Indiana (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Michigan Lottery fans also like?

Beyond Michigan Lottery itself, the audience over-indexes on Arizona Lottery (95.36×), Florida Lottery (38.5×), Powerball (16.85×), and New York Lottery (42.97×) compared to the United States average.

Appendix

Explore more audiences

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

More Lottery audiences in United States

See Michigan Lottery audiences in other countries

How to read this data

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