Rascasse Audience Intelligence

NordVPN Target Market in United States

A data profile of the people who buy, follow and care about NordVPN in United States — modelled from more than twelve digital signal sources. NordVPN has an estimated audience of 4,851,996 people in United States.

#710among Brand in United States#300in Technology & Electronics

The average NordVPN fan in United States is 43.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Virtual private network, Office 365, Proxy server, with strongest over-indexing on Virtual private network (57.17× the country average).

Demographically, the NordVPN audience skews more male with an average age of 43.5, and over-indexes on personality traits such as Need for Security, Convenience Orientation.

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

The typical NordVPN fan in United States is more male, around 43.5 years old, with strong Need for Security tendencies and a notable affinity for Virtual private network.

Category: Technology & Electronics · 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 NordVPN profile in United States.

Audience size
4.9M
in United States
Gender
43.2%♀
56.8% male
Age
43.5
average years
Country rank
#6889
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 NordVPN

43.2% are female, 56.8% are male, average age 43.5.

Fig. 02

Gender split

43.2%
Female
56.8%
Male
Demographic split for NordVPN audience in United States
MetricValue
Female43.2%
Male56.8%
Average age43.5
Estimated audience size4,851,996
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the NordVPN audience in United States
Age bracketShare%
16-1913%
20-2914%
30-3918%
40-4923%
50+32%
Fig. 04

Worldwide distribution

17.3%

of the worldwide NordVPN audience comes from United States.

Worldwide audience distribution share by country for NordVPN
CountryShare
United States17.3%
United Kingdom9.8%
Germany7.8%
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 NordVPN audience in United States is strongest.

Fig. 05

Top regions by affinity

NordVPN customers by region in United States
#RegionReachAffinity×
01Washington~200K1.58×
02Florida~400K1.29×
03New York~400K1.29×
04Arizona~100K1.24×
05Utah~50K1.23×
06Kansas~50K1.23×
07Georgia~200K1.21×
08Iowa~50K1.21×
09California~600K1.17×
10Virginia~100K1.16×
11Colorado~90K1.14×
12Texas~500K1.13×
13Hawaii~20K1.11×
14Wyoming~8K1.11×
15South Dakota~10K1.10×
16North Dakota~10K1.10×
17Washington, District of Columbia~20K1.08×
18Alaska~10K1.06×
19Oregon~60K1.05×
20Oklahoma~60K1.04×
21South Carolina~80K1.03×
22Idaho~30K1.03×
23New Jersey~100K1.01×
24North Carolina~100K0.99×
25Missouri~80K0.99×
26Montana~10K0.99×
27Delaware~10K0.98×
28Illinois~200K0.97×
29Tennessee~100K0.97×
30Nebraska~20K0.97×
31Nevada~50K0.96×
32Indiana~90K0.94×
33Massachusetts~90K0.93×
34Alabama~60K0.90×
35Kentucky~60K0.90×
36Maryland~80K0.89×
37Connecticut~40K0.85×
38Arkansas~30K0.85×
39New Hampshire~20K0.83×
40Maine~10K0.83×
41Minnesota~60K0.81×
42Ohio~100K0.80×
43New Mexico~20K0.80×
44Rhode Island~10K0.79×
45Pennsylvania~100K0.78×
46Michigan~100K0.78×
47Louisiana~50K0.77×
48Mississippi~30K0.77×
49Wisconsin~60K0.75×
50West Virginia~20K0.74×
Fig. 06

Affinity by region

Affinity by region — NordVPN, United States
0.74×1.00×1.58×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for NordVPN audience
#·InterestCategoryAffinity×
01Virtual private networkTechnology & Electronics57.17×
02Proxy serverInternet & Social Media19.74×
03Office 365Technology & Electronics12.56×
04SpreadsheetTechnology & Electronics10.33×
05Privacy policyTechnology & Electronics8.70×
06Doctor StrangerMovies & TV8.11×
07Internet privacyTechnology & Electronics7.75×
08Internet service providerTechnology & Electronics5.12×
09Optical fiberTechnology & Electronics4.27×
10Information securityBusiness & Career3.51×
11Computer securityBusiness & Career3.47×
12Sustainable energyHome & Garden2.70×
13BulldogPets & Animals2.43×
14Renewable energyBusiness & Career2.17×
15LinuxTechnology & Electronics2.10×
16Google MapsInternet & Social Media2.03×
17Google DriveTechnology & Electronics1.79×
18Ace HardwareHome & Garden1.71×
19United States Postal ServiceBusiness & Career1.60×
20T-MobileTechnology & Electronics1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the NordVPN 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 NordVPN audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM3.50×
Convenience OrientationPREMIUM1.57×
Early Adopter MentalityPOWER1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by NordVPN audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.81×
Healthy LifestyleBALANCE0.82×
CreativityOPEN0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is NordVPN's target market in United States?

NordVPN's target market in United States covers an estimated 4,851,996 people, concentrated in California and Texas.

02

What is the gender split and age of NordVPN customers?

43.2% of the NordVPN audience are female, 56.8% are male, with an average age of 43.5 years.

03

Which brands do NordVPN fans like most?

NordVPN fans show strongest brand affinity for Virtual private network (57.17×), Office 365 (12.56×), and Proxy server (19.74×) over the country average.

04

Where do NordVPN fans live in United States?

NordVPN fans in United States are most concentrated in California (reach ~600K), Texas (reach ~500K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do NordVPN fans also like?

Beyond NordVPN itself, the audience over-indexes on Office 365 (12.56×), Proxy server (19.74×), Privacy policy (8.7×), and Google Maps (2.03×) compared to the United States average.

Appendix

Explore more audiences

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

More Technology & Electronics audiences in United States

See NordVPN audiences in other countries

How to read this data

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