Morningstar Audience in United States

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Morningstar has an estimated audience of 1,146,765 people in United States. 45.8% are female, 54.2% are male, average age 41.0. Top regions: California, Texas, New York. Top brand affinities: HispanicTV, Israel, Dog breed, La Jolla, Jingoism.

The average Morningstar fan in United States is 41.0 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include HispanicTV, Israel, Dog breed, with strongest over-indexing on HispanicTV (165× the country average). Demographically, the Morningstar audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Career Orientation, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Brand

Demographics of Morningstar fans

Demographic split for Morningstar audience in United States
MetricValue
Female45.8%
Male54.2%
Average age41.0
Estimated audience size1,146,765

Audience persona

The typical Morningstar fan in United States is balanced, around 41.0 years old, with strong Career Orientation tendencies and a notable affinity for HispanicTV.

Top regions in United States

Top regions ranked by reach for Morningstar in United States
RegionReachAffinity
California148,5991.03×
Texas93,4210.83×
New York85,8371.17×
Florida81,8200.92×
Illinois67,7021.55×
Pennsylvania50,7281.15×
North Carolina40,6341.03×
Ohio38,6340.96×
Michigan37,3651.09×
Georgia35,9020.89×
Virginia34,9011.09×
Massachusetts34,8271.35×
New Jersey33,6161.01×
Washington31,5731.2×
Colorado28,6921.39×
Wisconsin26,5911.35×
Arizona25,5340.95×
Maryland23,0621.02×
Indiana22,7180.95×
Minnesota22,4301.19×
Tennessee21,9970.84×
Missouri21,5511.02×
South Carolina18,6860.95×
Oregon18,4171.22×
Connecticut16,9551.29×
Alabama13,4580.73×
Kentucky12,0250.73×
Louisiana11,8460.7×
Oklahoma11,5480.79×
Nevada11,2770.89×
Kansas10,9421.06×
Iowa10,6740.99×
Utah9,6500.82×
New Mexico9,1401.39×
Arkansas8,8140.82×
Idaho7,7941.18×
New Hampshire6,9531.35×
Mississippi6,2050.57×
Rhode Island5,5521.33×
Maine5,3081.13×
Nebraska5,1610.78×
Hawaii4,9250.87×
Washington, District of Columbia4,0511.03×
Montana4,0071.1×
West Virginia3,4730.57×
Vermont2,9831.3×
Delaware2,9060.8×
South Dakota2,8250.93×
Alaska2,1960.78×
North Dakota1,9640.73×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Morningstar audience
BrandAffinityCategory
HispanicTV165×Movies & TV
Israel3.75×Travel & Leisure
Dog breed1.97×Pets & Animals
La Jolla14.25×Travel & Leisure
Jingoism1.91×Politics & Society
Jeep Wagoneer4.3×Cars & Mobility
Vilas County, Wisconsin18.17×Travel & Leisure
Keeper (password manager)3.74×Technology & Electronics
Kansas1.5×Travel & Leisure
Nebraska Cornhuskers football2.07×Sports
Home staging2.96×Home & Garden
edureka19.61×Business & Career
Noodle (Gorillaz)1.61×Music & Radio
Jeep Grand Cherokee (WJ)2.74×Cars & Mobility
Sinaloa1.55×Travel & Leisure
Eden Lake3.25×Movies & TV
Keith Stanfield2.52×Movies & TV
Centurion (film)4.41×Movies & TV
Cadillac Ranch4.41×Cars & Mobility
Stamp collecting1.64×Home & Garden

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Morningstar audience
TraitClusterScore
Career OrientationPOWER1.78
IndulgenceJOY1.53
Risk AppetiteTHRILL1.4
Community OrientationOPEN1.32
Convenience OrientationPREMIUM1.27
Urban LifestyleOPEN1.26

Worldwide distribution

Worldwide audience distribution share by country for Morningstar
CountryShare
United States47.6%
Italy11.3%
India5.8%

See Morningstar audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Morningstar have in United States?

Morningstar has an estimated audience of 1,146,765 people in United States, concentrated in California and Texas.

What is the gender split and age of Morningstar fans?

45.8% of Morningstar fans are female, 54.2% are male, with an average age of 41.0 years.

Which brands do Morningstar fans like most?

Morningstar fans show strongest brand affinity for HispanicTV (165×), Israel (3.75×), and Dog breed (1.97×) over the country average.

Where do Morningstar fans live in United States?

Morningstar fans in United States are most concentrated in California (reach 148,599), Texas (reach 93,421), and New York (reach 85,837). These three regions account for the largest share of the active audience.

What other brands do Morningstar fans also like?

Beyond Morningstar itself, the audience over-indexes on Israel (3.75×), Dog breed (1.97×), La Jolla (14.25×), and Jingoism (1.91×) compared to the United States average.

How to read this data

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