Rascasse Audience Intelligence

New Scientist Audience in United States

A data profile of the people who buy, follow and care about New Scientist in United States — modelled from more than twelve digital signal sources. New Scientist has an estimated audience of 808,809 people in United States.

#860among Website / Newspaper / Magazine in United States#1736in Business & Career

The average New Scientist fan in United States is 44.6 years old, balanced, and lives primarily in California.

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

Top brand affinities include Stephen Hawking, Kelly Osbourne, LiveScience, with strongest over-indexing on Stephen Hawking (27.55× the country average).

Demographically, the New Scientist audience skews balanced with an average age of 44.6, and over-indexes on personality traits such as Sustainability, Patriotism.

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

The typical New Scientist fan in United States is balanced, around 44.6 years old, with strong Sustainability tendencies and a notable affinity for Stephen Hawking.

Category: Business & Career · Type: Website / Newspaper / Magazine

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 Scientist profile in United States.

Audience size
809K
in United States
Gender
53.7%♀
46.3% male
Age
44.6
average years
Country rank
#27274
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of New Scientist

53.7% are female, 46.3% are male, average age 44.6.

Fig. 02

Gender split

53.7%
Female
46.3%
Male
Demographic split for New Scientist audience in United States
MetricValue
Female53.7%
Male46.3%
Average age44.6
Estimated audience size808,809
Fig. 03

Age distribution

Ø 44.6
average years
Age distribution of the New Scientist audience in United States
Age bracketShare%
16-199%
20-2916%
30-3919%
40-4923%
50+33%
Fig. 04

Worldwide distribution

30.4%

of the worldwide New Scientist audience comes from United States.

Worldwide audience distribution share by country for New Scientist
CountryShare
United States30.4%
United Kingdom28.0%
Australia4.5%
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 Scientist audience in United States is strongest.

Fig. 05

Top regions by affinity

New Scientist fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~5K1.86×
02Massachusetts~20K1.52×
03Oregon~10K1.47×
04Washington~20K1.39×
05Vermont~2K1.37×
06New York~60K1.32×
07California~100K1.28×
08Maryland~20K1.23×
09New Mexico~5K1.23×
10Colorado~20K1.20×
11Connecticut~10K1.19×
12New Hampshire~4K1.16×
13Maine~3K1.14×
14Rhode Island~3K1.14×
15Virginia~20K1.10×
16Alaska~2K1.09×
17Montana~2K1.08×
18Pennsylvania~30K1.02×
19Illinois~30K1.02×
20Utah~7K1.01×
21Hawaii~4K1.01×
22Ohio~20K1.00×
23New Jersey~20K0.99×
24Minnesota~10K0.99×
25Delaware~2K0.94×
26North Dakota~2K0.94×
27Iowa~6K0.93×
28Kansas~6K0.93×
29South Dakota~2K0.93×
30Arizona~20K0.92×
31Idaho~4K0.92×
32Wisconsin~10K0.91×
33West Virginia~3K0.91×
34Missouri~10K0.90×
35Nebraska~4K0.88×
36North Carolina~20K0.87×
37Michigan~20K0.83×
38Arkansas~6K0.83×
39Mississippi~6K0.83×
40Kentucky~8K0.82×
41Nevada~6K0.82×
42Indiana~10K0.81×
43Oklahoma~7K0.81×
44Florida~40K0.80×
45Alabama~9K0.78×
46Louisiana~8K0.78×
47Tennessee~10K0.77×
48South Carolina~9K0.77×
49Georgia~20K0.74×
50Texas~50K0.73×
Fig. 06

Affinity by region

Affinity by region — New Scientist, United States
0.73×1.00×1.86×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for New Scientist audience
#·InterestCategoryAffinity×
01LiveScienceBusiness & Career59.41×
02ElsevierLiterature57.75×
03American Museum of Natural HistoryArts & Culture36.49×
04Erin AndrewsSports31.69×
05Stephen HawkingBusiness & Career27.55×
06Josh DuhamelFashion & Accessoires20.68×
07Kelly OsbourneMusic & Radio20.00×
08Michael FassbenderMovies & TV20.00×
09Chiwetel EjioforMovies & TV20.00×
10Alison BrieMovies & TV14.58×
11Rose McGowanMovies & TV13.36×
12Sustainable energyHome & Garden12.66×
13Seth GreenMovies & TV12.55×
14Renewable energyBusiness & Career8.77×
15Christina ApplegateMovies & TV7.09×
16NeuroscienceBusiness & Career4.66×
17Creative CommonsTechnology & Electronics4.55×
18InnovationBusiness & Career3.71×
19FedExBusiness & Career3.28×
20NatureHome & Garden1.88×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the New Scientist 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 Scientist audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE3.34×
PatriotismCONSERVATISM2.60×
Early Adopter MentalityPOWER2.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by New Scientist audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.74×
Healthy LifestyleBALANCE0.77×
CreativityOPEN0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does New Scientist have in United States?

New Scientist has an estimated audience of 808,809 people in United States, concentrated in California and New York.

02

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

53.7% of New Scientist fans are female, 46.3% are male, with an average age of 44.6 years.

03

Which brands do New Scientist fans like most?

New Scientist fans show strongest brand affinity for Stephen Hawking (27.55×), Kelly Osbourne (20×), and LiveScience (59.41×) over the country average.

04

Where do New Scientist fans live in United States?

New Scientist fans in United States are most concentrated in California (reach ~100K), New York (reach ~60K), and Texas (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do New Scientist fans also like?

Beyond New Scientist itself, the audience over-indexes on Kelly Osbourne (20×), LiveScience (59.41×), Sustainable energy (12.66×), and American Museum of Natural History (36.49×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See New Scientist 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 Scientist. 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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