Rascasse Audience Intelligence

Missouri Audience in United States

A data profile of the people who buy, follow and care about Missouri in United States — modelled from more than twelve digital signal sources. Missouri has an estimated audience of 18,371,926 people in United States.

#1259among Topic in United States#161in Travel & Leisure

The average Missouri fan in United States is 43.7 years old, balanced, and lives primarily in Missouri.

The audience is concentrated in Missouri, California, Texas.

Top brand affinities include Real property, Genetics, Planet Fitness, with strongest over-indexing on Real property (2.31× the country average).

Demographically, the Missouri audience skews balanced with an average age of 43.7, and over-indexes on personality traits such as Patriotism, Community Orientation.

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

The typical Missouri fan in United States is balanced, around 43.7 years old, with strong Patriotism tendencies and a notable affinity for Real property.

Category: Travel & Leisure · 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 Missouri profile in United States.

Audience size
18.4M
in United States
Gender
53.8%♀
46.2% male
Age
43.7
average years
Country rank
#1829
Topic in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Missouri fans

53.8% are female, 46.2% are male, average age 43.7.

Fig. 02

Gender split

53.8%
Female
46.2%
Male
Demographic split for Missouri audience in United States
MetricValue
Female53.8%
Male46.2%
Average age43.7
Estimated audience size18,371,926
Fig. 03

Age distribution

Ø 43.7
average years
Age distribution of the Missouri audience in United States
Age bracketShare%
16-1912%
20-2916%
30-3918%
40-4923%
50+32%
Fig. 04

Worldwide distribution

87.2%

of the worldwide Missouri audience comes from United States.

Worldwide audience distribution share by country for Missouri
CountryShare
United States87.2%
Canada2.7%
United Kingdom1.4%
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 Missouri audience in United States is strongest.

Fig. 05

Top regions by affinity

Missouri fans by region: top regions in United States
#RegionReachAffinity×
01Missouri~2M7.30×
02Kansas~300K1.77×
03Arkansas~200K1.49×
04Iowa~200K1.32×
05Oklahoma~300K1.23×
06Nebraska~100K1.16×
07Illinois~600K1.01×
08Mississippi~200K1.00×
09Alaska~40K0.99×
10Tennessee~400K0.96×
11Colorado~300K0.94×
12Louisiana~200K0.94×
13Indiana~300K0.92×
14Utah~200K0.92×
15South Dakota~40K0.92×
16Alabama~200K0.91×
17North Dakota~30K0.91×
18Texas~1.5M0.89×
19Minnesota~200K0.87×
20Wisconsin~200K0.86×
21Kentucky~200K0.86×
22Arizona~300K0.85×
23Georgia~500K0.84×
24Idaho~80K0.84×
25Hawaii~70K0.84×
26Florida~1M0.82×
27Virginia~400K0.82×
28Washington~300K0.82×
29Washington, District of Columbia~40K0.81×
30North Carolina~400K0.80×
31Montana~40K0.80×
32New Mexico~70K0.79×
33Michigan~400K0.78×
34Oregon~200K0.78×
35Nevada~100K0.78×
36Maine~50K0.78×
37South Carolina~200K0.77×
38Ohio~400K0.76×
39California~1.5M0.73×
40Massachusetts~300K0.73×
41Vermont~20K0.73×
42West Virginia~60K0.72×
43New Hampshire~50K0.72×
44New Jersey~300K0.71×
45Maryland~200K0.71×
46Connecticut~100K0.71×
47New York~700K0.69×
48Pennsylvania~400K0.69×
49Delaware~30K0.67×
50Rhode Island~40K0.66×
Fig. 06

Affinity by region

Affinity by region — Missouri, United States
0.66×1.00×7.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Missouri audience
#·InterestCategoryAffinity×
01St. Louis CardinalsSports2.41×
02Real propertyHome & Garden2.31×
03Made in USABusiness & Career2.11×
04Movie theaterMovies & TV2.06×
05MeteorologyHome & Garden2.02×
06DemocracyPolitics & Society1.99×
07Talk radioMusic & Radio1.88×
08DentistryBusiness & Career1.85×
09GeneticsKids & Family1.83×
10AuctionShopping1.74×
11NostalgiaHome & Garden1.72×
12Hardware storeHome & Garden1.69×
13Fox News ChannelMovies & TV1.65×
14Ace HardwareHome & Garden1.63×
15WeatherHome & Garden1.58×
16Subscription business modelShopping1.56×
17ExpediaTravel & Leisure1.55×
18LivestockPets & Animals1.51×
19HollywoodTravel & Leisure1.51×
20Planet FitnessSports1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Missouri 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 Missouri audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.20×
Community OrientationOPEN1.57×
Need for SecurityCONSERVATISM1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Missouri audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.76×
Luxury OrientationPREMIUM0.76×
Design AffinityPREMIUM0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Missouri have in United States?

Missouri has an estimated audience of 18,371,926 people in United States, concentrated in Missouri and California.

02

What is the gender split and age of Missouri fans?

53.8% of Missouri fans are female, 46.2% are male, with an average age of 43.7 years.

03

Which brands do Missouri fans like most?

Missouri fans show strongest brand affinity for Real property (2.31×), Genetics (1.83×), and Planet Fitness (1.5×) over the country average.

04

Where do Missouri fans live in United States?

Missouri fans in United States are most concentrated in Missouri (reach ~2M), California (reach ~1.5M), and Texas (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Missouri fans also like?

Beyond Missouri itself, the audience over-indexes on Genetics (1.83×), Planet Fitness (1.5×), Livestock (1.51×), and Made in USA (2.11×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in United States

See Missouri audiences in other countries

How to read this data

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