Rascasse Audience Intelligence

MyHeritage Target Market in United States

A data profile of the people who buy, follow and care about MyHeritage in United States — modelled from more than twelve digital signal sources. MyHeritage has an estimated audience of 1,331,724 people in United States.

#1983among Brand in United States#387in Kids & Family

The average MyHeritage fan in United States is 37.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include 23andMe, Ancestry.com, Family tree, with strongest over-indexing on 23andMe (40.98× the country average).

Demographically, the MyHeritage audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Spirituality, Mindfulness.

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

The typical MyHeritage fan in United States is more female, around 37.1 years old, with strong Spirituality tendencies and a notable affinity for 23andMe.

Category: Kids & Family · Type: Brand

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 MyHeritage profile in United States.

Audience size
1.3M
in United States
Gender
57.3%♀
42.7% male
Age
37.1
average years
Country rank
#19368
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 MyHeritage

57.3% are female, 42.7% are male, average age 37.1.

Fig. 02

Gender split

57.3%
Female
42.7%
Male
Demographic split for MyHeritage audience in United States
MetricValue
Female57.3%
Male42.7%
Average age37.1
Estimated audience size1,331,724
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the MyHeritage audience in United States
Age bracketShare%
16-1931%
20-2916%
30-3915%
40-4916%
50+22%
Fig. 04

Worldwide distribution

13.9%

of the worldwide MyHeritage audience comes from United States.

Worldwide audience distribution share by country for MyHeritage
CountryShare
United States13.9%
United Kingdom9.9%
Germany8.9%
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 MyHeritage audience in United States is strongest.

Fig. 05

Top regions by affinity

MyHeritage customers by region in United States
#RegionReachAffinity×
01Maine~6K1.38×
02Oklahoma~20K1.28×
03Utah~10K1.24×
04West Virginia~8K1.23×
05Idaho~8K1.22×
06Washington~30K1.16×
07New Hampshire~6K1.14×
08Missouri~20K1.13×
09Michigan~40K1.11×
10Wisconsin~20K1.11×
11Oregon~20K1.11×
12Kentucky~20K1.10×
13Arkansas~10K1.08×
14Montana~4K1.07×
15Ohio~40K1.05×
16Florida~90K1.04×
17Tennessee~30K1.03×
18Vermont~2K1.03×
19South Carolina~20K1.02×
20Pennsylvania~40K1.00×
21Indiana~20K0.99×
22Minnesota~20K0.99×
23Alabama~20K0.99×
24Mississippi~10K0.99×
25North Dakota~3K0.99×
26Maryland~20K0.98×
27Kansas~10K0.98×
28New York~70K0.97×
29North Carolina~40K0.97×
30Iowa~10K0.97×
31Louisiana~20K0.96×
32Connecticut~10K0.95×
33Massachusetts~20K0.93×
34Nebraska~6K0.93×
35Virginia~30K0.92×
36New Mexico~6K0.92×
37Georgia~40K0.91×
38New Jersey~30K0.91×
39South Dakota~3K0.91×
40Alaska~3K0.91×
41Arizona~20K0.90×
42Hawaii~5K0.90×
43Colorado~20K0.89×
44Nevada~10K0.89×
45Washington, District of Columbia~3K0.86×
46Illinois~40K0.85×
47Delaware~3K0.85×
48Rhode Island~3K0.83×
49Texas~90K0.80×
50California~100K0.77×
Fig. 06

Affinity by region

Affinity by region — MyHeritage, United States
0.77×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MyHeritage audience
#·InterestCategoryAffinity×
01RootsTechTechnology & Electronics55.99×
02FindmypastKids & Family53.37×
03Genealogical DNA testHealth43.40×
04Genealogy softwareTechnology & Electronics42.39×
0523andMeHealth40.98×
06Family Tree DNAKids & Family32.10×
07Family treeKids & Family30.13×
08Family history societyTopic23.16×
09DominatorMusic & Radio21.18×
10Ancestry.comKids & Family20.92×
11The Book Thief (film)Movies & TV17.37×
12Genetic genealogyHealth12.22×
13GenealogyHealth9.66×
14Genetic testingHealth5.42×
15VirusHealth2.29×
16Dick Van DykeMovies & TV1.84×
17VirtuePolitics & Society1.81×
18SpiritualityHealth1.79×
19MeditationHealth1.71×
20SymptomHealth1.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MyHeritage 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 MyHeritage audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.41×
MindfulnessBALANCE1.26×
SustainabilityBALANCE1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MyHeritage audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.97×
TraditionCONSERVATISM1.00×
Luxury OrientationPREMIUM1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is MyHeritage's target market in United States?

MyHeritage's target market in United States covers an estimated 1,331,724 people, concentrated in California and Florida.

02

What is the gender split and age of MyHeritage customers?

57.3% of the MyHeritage audience are female, 42.7% are male, with an average age of 37.1 years.

03

Which brands do MyHeritage fans like most?

MyHeritage fans show strongest brand affinity for 23andMe (40.98×), Ancestry.com (20.92×), and Family tree (30.13×) over the country average.

04

Where do MyHeritage fans live in United States?

MyHeritage fans in United States are most concentrated in California (reach ~100K), Florida (reach ~90K), and Texas (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do MyHeritage fans also like?

Beyond MyHeritage itself, the audience over-indexes on Ancestry.com (20.92×), Family tree (30.13×), Findmypast (53.37×), and Genealogical DNA test (43.4×) compared to the United States average.

Appendix

Explore more audiences

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

More Kids & Family audiences in United States

See MyHeritage audiences in other countries

How to read this data

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