Rascasse Audience Intelligence

New Museum Audience in United States

A data profile of the people who buy, follow and care about New Museum in United States — modelled from more than twelve digital signal sources. New Museum has an estimated audience of 503,866 people in United States.

#49among Museum in United States#3833among POI in United States#339in Arts & Culture

The average New Museum fan in United States is 39.9 years old, more female, and lives primarily in New York.

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

Top brand affinities include Guggenheim Museum Bilbao, The Velvet Underground, Dippin' Dots, with strongest over-indexing on Guggenheim Museum Bilbao (148.99× the country average).

Demographically, the New Museum audience skews more female with an average age of 39.9, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

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

The typical New Museum fan in United States is more female, around 39.9 years old, with strong Design Affinity tendencies and a notable affinity for Guggenheim Museum Bilbao.

Category: Arts & Culture · Type: POI · Subtype: Museum

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 New Museum profile in United States.

Audience size
504K
in United States
Gender
56.0%♀
44.0% male
Age
39.9
average years
Country rank
#36481
POI in United States
Fig. 01

Search interest · 12-month trend

+799%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of New Museum fans

56.0% are female, 44.0% are male, average age 39.9.

Fig. 02

Gender split

56.0%
Female
44.0%
Male
Demographic split for New Museum audience in United States
MetricValue
Female56.0%
Male44.0%
Average age39.9
Estimated audience size503,866
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the New Museum audience in United States
Age bracketShare%
16-1920%
20-2919%
30-3919%
40-4917%
50+25%
Fig. 04

Worldwide distribution

30.3%

of the worldwide New Museum audience comes from United States.

Worldwide audience distribution share by country for New Museum
CountryShare
United States30.3%
Italy11.8%
Japan8.9%
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 New Museum audience in United States is strongest.

Fig. 05

Top regions by affinity

New Museum fans by region: top regions in United States
#RegionReachAffinity×
01New York~400K30.73×
02New Jersey~60K4.65×
03Connecticut~7K1.47×
04Washington, District of Columbia~2K1.46×
05Rhode Island~2K1.06×
06Massachusetts~10K1.00×
07Vermont<1K0.96×
08Alaska~1K0.95×
09North Dakota<1K0.93×
10South Dakota~1K0.91×
11Montana~1K0.89×
12Maine~2K0.85×
13Mississippi~3K0.84×
14West Virginia~2K0.84×
15Delaware~1K0.84×
16Nebraska~2K0.83×
17Idaho~2K0.83×
18Hawaii~2K0.82×
19New Hampshire~2K0.81×
20Arkansas~3K0.80×
21Oklahoma~4K0.79×
22New Mexico~2K0.78×
23Iowa~3K0.77×
24Kansas~3K0.77×
25Alabama~5K0.75×
26Utah~3K0.73×
27Nevada~3K0.71×
28Louisiana~5K0.70×
29Kentucky~4K0.70×
30Pennsylvania~10K0.68×
31Maryland~6K0.65×
32South Carolina~5K0.65×
33Oregon~4K0.64×
34Missouri~5K0.63×
35Tennessee~6K0.61×
36Indiana~6K0.61×
37Wisconsin~5K0.61×
38Virginia~7K0.60×
39Minnesota~4K0.60×
40Arizona~6K0.58×
41Colorado~5K0.57×
42Washington~5K0.54×
43Michigan~7K0.52×
44California~30K0.49×
45Illinois~8K0.49×
46Georgia~8K0.49×
47Ohio~7K0.48×
48North Carolina~7K0.48×
49Florida~10K0.39×
50Texas~10K0.34×
Fig. 06

Affinity by region

Affinity by region — New Museum, United States
0.34×1.00×30.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for New Museum audience
#·InterestCategoryAffinity×
01Guggenheim Museum BilbaoArts & Culture148.99×
02The Velvet UndergroundMusic & Radio93.35×
03Dippin' DotsFood & Beverages46.34×
04Claude MonetArts & Culture34.08×
05Diego RiveraArts & Culture30.92×
06ImpressionismArts & Culture24.40×
07Mr. PorterShopping22.73×
08Jean-Michel BasquiatArts & Culture22.18×
09Carnegie HallArts & Culture21.88×
10D&RTechnology & Electronics20.00×
11Debbie HarryMusic & Radio20.00×
12Julian CasablancasMusic & Radio20.00×
13Larry PagePolitics & Society17.33×
14Keith HaringArts & Culture15.49×
15Art BaselArts & Culture12.91×
16Art CollectingArts & Culture9.54×
17Museum of Modern ArtArts & Culture8.11×
18BalenciagaFashion & Accessoires7.04×
19Net-a-PorterShopping6.76×
20IKEAHome & Garden3.33×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the New Museum 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 New Museum audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM3.11×
Luxury OrientationPREMIUM2.32×
Quality AwarenessPREMIUM2.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by New Museum audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.87×
Pet OwnershipJOY0.88×
ExtroversionTHRILL0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does New Museum have in United States?

New Museum has an estimated audience of 503,866 people in United States, concentrated in New York and New Jersey.

02

What is the gender split and age of New Museum fans?

56.0% of New Museum fans are female, 44.0% are male, with an average age of 39.9 years.

03

Which brands do New Museum fans like most?

New Museum fans show strongest brand affinity for Guggenheim Museum Bilbao (148.99×), The Velvet Underground (93.35×), and Dippin' Dots (46.34×) over the country average.

04

Where do New Museum fans live in United States?

New Museum fans in United States are most concentrated in New York (reach ~400K), New Jersey (reach ~60K), and California (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do New Museum fans also like?

Beyond New Museum itself, the audience over-indexes on The Velvet Underground (93.35×), Dippin' Dots (46.34×), Claude Monet (34.08×), and Diego Rivera (30.92×) compared to the United States average.

Appendix

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

More Museum audiences in United States

See New Museum audiences in other countries

How to read this data

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