Morrisons Audience in United States

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Morrisons has an estimated audience of 397,518 people in United States. 49.6% are female, 50.4% are male, average age 34.9. Top regions: Colorado, California, Texas. Top brand affinities: Ocado, Intermarché, Cath Kidston, Rafting, Dental school.

The average Morrisons fan in United States is 34.9 years old, balanced, and lives primarily in Colorado. The audience is concentrated in Colorado, California, Texas. Top brand affinities include Ocado, Intermarché, Cath Kidston, with strongest over-indexing on Ocado (294.87× the country average). Demographically, the Morrisons audience skews balanced with an average age of 34.9, and over-indexes on personality traits such as Luxury Orientation, Pet Ownership. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Brand · Subtype: Consulting

Demographics of Morrisons fans

Demographic split for Morrisons audience in United States
MetricValue
Female49.6%
Male50.4%
Average age34.9
Estimated audience size397,518

Audience persona

The typical Morrisons fan in United States is balanced, around 34.9 years old, with strong Luxury Orientation tendencies and a notable affinity for Ocado.

Top regions in United States

Top regions ranked by reach for Morrisons in United States
RegionReachAffinity
Colorado46,4927.42×
California43,9331×
Texas33,1830.97×
New York22,7071.02×
Illinois22,2921.68×
Alabama19,2703.47×
Florida19,0570.71×
Tennessee9,8011.23×
Georgia9,3180.76×
North Carolina8,6600.72×
Virginia8,0460.83×
Wisconsin7,8891.32×
Pennsylvania7,8760.59×
Ohio7,8210.64×
Massachusetts7,3920.94×
Oklahoma7,0241.59×
Michigan6,9310.67×
New Jersey5,9940.59×
Louisiana5,3481.04×
Washington5,3030.66×
Indiana4,7160.65×
Minnesota4,7040.83×
Missouri4,6720.73×
Oregon4,4950.99×
Arizona4,4690.55×
Iowa4,0361.23×
South Carolina3,9190.66×
Kentucky3,3840.68×
West Virginia3,2891.78×
Maryland3,2820.48×
Arkansas2,9530.9×
Connecticut2,5120.63×
Mississippi2,2890.7×
Kansas2,2090.71×
Nevada2,1020.55×
Idaho2,0611.03×
Utah1,9450.55×
Washington, District of Columbia1,8951.59×
New Mexico1,8260.92×
Nebraska1,2750.64×
New Hampshire1,0910.7×
Maine1,0100.71×
Vermont6520.93×
Hawaii6220.36×
Montana6040.55×
Rhode Island5520.44×
Wyoming5010.85×
South Dakota4400.48×
Alaska4370.51×
Delaware4260.39×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Morrisons audience
BrandAffinityCategory
Ocado294.87×Shopping
Intermarché114.29×Shopping
Cath Kidston20×Fashion & Accessoires
Rafting10.83×Sports
Dental school20×Business & Career
University of Tennessee14.47×Business & Career
GlaxoSmithKline20×Health
Universal health care20×Health
DFS (British retailer)20×Shopping
Food and drink1.7×Food & Beverages
Anime convention4.49×Literature
Health maintenance organization14.34×Business & Career
LiSA (Japanese musician, born 1987)14×Music & Radio
Food1.65×Food & Beverages
Home shopping7.07×Shopping
King Soopers8.33×Shopping
Health care reform20×Business & Career
Salaryman7.35×Business & Career
Fitness and wellness1.57×Sports
Japanese television drama12.69×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by Morrisons audience
TraitClusterScore
Luxury OrientationPREMIUM3.47
Pet OwnershipJOY2.82
Risk AppetiteTHRILL2.75
Community OrientationOPEN2.43
LGBTQ+ IdentityOPEN2.24
Quality AwarenessPREMIUM1.61

Worldwide distribution

Worldwide audience distribution share by country for Morrisons
CountryShare
United Kingdom87.8%
United States2.1%
China2.0%

See Morrisons audiences in other countries

More Consulting audiences in United States

Frequently asked questions

How many fans does Morrisons have in United States?

Morrisons has an estimated audience of 397,518 people in United States, concentrated in Colorado and California.

What is the gender split and age of Morrisons fans?

49.6% of Morrisons fans are female, 50.4% are male, with an average age of 34.9 years.

Which brands do Morrisons fans like most?

Morrisons fans show strongest brand affinity for Ocado (294.87×), Intermarché (114.29×), and Cath Kidston (20×) over the country average.

Where do Morrisons fans live in United States?

Morrisons fans in United States are most concentrated in Colorado (reach 46,492), California (reach 43,933), and Texas (reach 33,183). These three regions account for the largest share of the active audience.

What other brands do Morrisons fans also like?

Beyond Morrisons itself, the audience over-indexes on Intermarché (114.29×), Cath Kidston (20×), Rafting (10.83×), and Dental school (20×) 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 Morrisons. 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.