Rascasse Audience Intelligence

Moomin Audience in United States

A data profile of the people who buy, follow and care about Moomin in United States — modelled from more than twelve digital signal sources. Moomin has an estimated audience of 271,831 people in United States.

#440among Fictional Character in United States#1329in Literature

The average Moomin fan in United States is 30.4 years old, balanced, and lives primarily in California.

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

Top brand affinities include Moomin (1990 TV series), Tim Tam, Indomie, with strongest over-indexing on Moomin (1990 TV series) (241.34× the country average).

Demographically, the Moomin audience skews balanced with an average age of 30.4, and over-indexes on personality traits such as Risk Appetite, Healthy Lifestyle.

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

The typical Moomin fan in United States is balanced, around 30.4 years old, with strong Risk Appetite tendencies and a notable affinity for Moomin (1990 TV series).

Category: Literature · Type: Fictional Character

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 Moomin profile in United States.

Audience size
272K
in United States
Gender
49.4%♀
50.6% male
Age
30.4
average years
Country rank
#50826
Fictional Character 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 Moomin fans

49.4% are female, 50.6% are male, average age 30.4.

Fig. 02

Gender split

49.4%
Female
50.6%
Male
Demographic split for Moomin audience in United States
MetricValue
Female49.4%
Male50.6%
Average age30.4
Estimated audience size271,831
Fig. 03

Age distribution

Ø 30.4
average years
Age distribution of the Moomin audience in United States
Age bracketShare%
16-1948%
20-2919%
30-3912%
40-4911%
50+10%
Fig. 04

Worldwide distribution

5.2%

of the worldwide Moomin audience comes from United States.

Worldwide audience distribution share by country for Moomin
CountryShare
Japan51.2%
Finland8.2%
United States5.2%
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 Moomin audience in United States is strongest.

Fig. 05

Top regions by affinity

Moomin fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~3K2.36×
02Washington~10K2.05×
03Oregon~6K1.78×
04Vermont<1K1.66×
05Washington, District of Columbia~1K1.53×
06New York~20K1.46×
07California~40K1.44×
08Alaska<1K1.44×
09Massachusetts~7K1.37×
10Maine~1K1.35×
11Minnesota~5K1.30×
12Rhode Island<1K1.13×
13Utah~3K1.11×
14New Hampshire~1K1.09×
15Connecticut~3K1.05×
16Virginia~7K1.03×
17Illinois~9K1.01×
18Colorado~4K0.99×
19Maryland~5K0.98×
20Idaho~1K0.96×
21Arizona~5K0.93×
22Pennsylvania~8K0.92×
23Wisconsin~4K0.92×
24New Jersey~6K0.91×
25Nevada~2K0.91×
26Michigan~6K0.89×
27North Carolina~7K0.87×
28New Mexico~1K0.87×
29Montana<1K0.87×
30Texas~20K0.83×
31Kentucky~3K0.81×
32Kansas~2K0.81×
33Missouri~3K0.79×
34Ohio~7K0.78×
35Georgia~7K0.78×
36Oklahoma~2K0.77×
37Tennessee~4K0.76×
38Indiana~4K0.76×
39Arkansas~2K0.76×
40Iowa~2K0.76×
41North Dakota<1K0.76×
42Nebraska~1K0.75×
43Delaware<1K0.75×
44South Dakota<1K0.72×
45West Virginia<1K0.71×
46Florida~10K0.70×
47South Carolina~3K0.66×
48Alabama~2K0.65×
49Louisiana~2K0.63×
50Mississippi~1K0.59×
Fig. 06

Affinity by region

Affinity by region — Moomin, United States
0.59×1.00×2.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Moomin audience
#·InterestCategoryAffinity×
01Astrid LindgrenLiterature244.76×
02Moomin (1990 TV series)Movies & TV241.34×
03IndomieFood & Beverages185.38×
04Juan CuadradoSports151.37×
05Tim TamFood & Beverages143.07×
06Tove JanssonLiterature135.61×
07ProgressoFood & Beverages109.28×
08The Smurfs (film)Movies & TV88.32×
09WedgwoodHome & Garden75.32×
10Orix BuffaloesSports74.95×
11Yomiuri GiantsSports71.13×
12Fukuoka SoftBank HawksSports67.23×
13DigimonKids & Family52.10×
14FedEx GroundBusiness & Career39.15×
15Nordic countriesTravel & Leisure33.54×
16Clue (film)Movies & TV29.39×
17BeamsFashion & Accessoires21.42×
18Relaxation techniqueHealth20.00×
19Yu-Gi-Oh!Literature19.54×
20Chuck E. Cheese'sFood & Beverages10.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Moomin 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 Moomin audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.62×
Healthy LifestyleBALANCE1.99×
SustainabilityBALANCE1.98×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Moomin audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.74×
Family OrientationCONSERVATISM0.80×
DIY MentalityTHRILL0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Moomin have in United States?

Moomin has an estimated audience of 271,831 people in United States, concentrated in California and New York.

02

What is the gender split and age of Moomin fans?

49.4% of Moomin fans are female, 50.6% are male, with an average age of 30.4 years.

03

Which brands do Moomin fans like most?

Moomin fans show strongest brand affinity for Moomin (1990 TV series) (241.34×), Tim Tam (143.07×), and Indomie (185.38×) over the country average.

04

Where do Moomin fans live in United States?

Moomin fans in United States are most concentrated in California (reach ~40K), New York (reach ~20K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Moomin fans also like?

Beyond Moomin itself, the audience over-indexes on Tim Tam (143.07×), Indomie (185.38×), FedEx Ground (39.15×), and Digimon (52.1×) compared to the United States average.

Appendix

Explore more audiences

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

More Literature audiences in United States

See Moomin audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →