NordVPN Audience in United States

NordVPN has an estimated audience of 4,944,481 people in United States. 47.8% are female, 52.2% are male, average age 43.4. Top regions: New York, California, Texas. Top brand affinities: Google Maps, Capital One, Indeed.com, CarGurus, Virtual private network.

The average NordVPN fan in United States is 43.4 years old, balanced, and lives primarily in New York. The audience is concentrated in New York, California, Texas. Top brand affinities include Google Maps, Capital One, Indeed.com, with strongest over-indexing on Google Maps (15.22× the country average). Demographically, the NordVPN audience skews balanced with an average age of 43.4, and over-indexes on personality traits such as Need for Security, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Technology & Electronics · Type: Brand · Subtype: VPN

Demographics of NordVPN fans

Demographic split for NordVPN audience in United States
MetricValue
Female47.8%
Male52.2%
Average age43.4
Estimated audience size4,944,481

Audience persona

The typical NordVPN fan in United States is balanced, around 43.4 years old, with strong Need for Security tendencies and a notable affinity for Google Maps.

Top regions in United States

Top regions ranked by reach for NordVPN in United States
RegionReachAffinity
New York966,2053.5×
California624,5661.15×
Texas506,8871.19×
Florida432,5161.29×
Georgia167,9991.1×
Illinois167,0571.01×
North Carolina151,2541.02×
Washington144,1841.45×
Virginia142,1161.18×
Pennsylvania136,4510.82×
Ohio125,6790.83×
New Jersey120,4150.96×
Michigan115,5370.89×
Tennessee96,2780.97×
Indiana94,1661.04×
Arizona92,6320.92×
Massachusetts90,9750.93×
Colorado83,1391.07×
Maryland78,3800.92×
South Carolina70,9210.95×
Missouri69,3330.87×
Kentucky66,6851.08×
Alabama62,6860.91×
Oregon60,7591.07×
Oklahoma60,1331.1×
Minnesota57,5980.81×
Wisconsin57,2250.77×
Louisiana53,4340.84×
Utah52,8831.19×
Nevada46,0840.96×
Connecticut42,5140.86×
Kansas41,4491.06×
Arkansas36,1930.89×
Iowa33,8910.83×
Mississippi33,7630.83×
Idaho30,8871.25×
Nebraska22,8630.92×
Hawaii22,3751.05×
New Mexico18,1950.73×
West Virginia17,7460.77×
Washington, District of Columbia17,3981.17×
New Hampshire16,0000.82×
Maine13,9630.79×
Rhode Island11,8860.76×
Montana11,6870.85×
Delaware9,9700.73×
Alaska9,3090.88×
South Dakota9,0230.79×
North Dakota8,2490.81×
Vermont6,3400.73×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for NordVPN audience
BrandAffinityCategory
Google Maps15.22×Internet & Social Media
Capital One10.23×Business & Career
Indeed.com9.95×Business & Career
CarGurus11.14×Cars & Mobility
Virtual private network41.55×Technology & Electronics
DeviantArt10.69×Internet & Social Media
Proxy server32.1×Internet & Social Media
Circle K9.83×Shopping
Enterprise Rent-A-Car8.46×Cars & Mobility
Google News8.03×News
AccuWeather8.29×Home & Garden
DuckDuckGo11.67×Internet & Social Media
Doctor Stranger29.02×Movies & TV
Apple Store9.85×Shopping
Office 36512.48×Technology & Electronics
Khan Academy9.79×Business & Career
Beetlejuice5.61×Movies & TV
Aaron Rodgers6.85×Sports
ICloud9.84×Technology & Electronics
Bruce Willis7.51×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by NordVPN audience
TraitClusterScore
Need for SecurityCONSERVATISM2.88
Quality AwarenessPREMIUM1.38
Convenience OrientationPREMIUM1.36
Early Adopter MentalityPOWER1.35
Family OrientationCONSERVATISM1.32
Career OrientationPOWER1.27

Worldwide distribution

Worldwide audience distribution share by country for NordVPN
CountryShare
United States17.9%
United Kingdom9.6%
Germany7.1%

See NordVPN audiences in other countries

More VPN audiences in United States

Frequently asked questions

How many fans does NordVPN have in United States?

NordVPN has an estimated audience of 4,944,481 people in United States, concentrated in New York and California.

What is the gender split and age of NordVPN fans?

47.8% of NordVPN fans are female, 52.2% are male, with an average age of 43.4 years.

Which brands do NordVPN fans like most?

NordVPN fans show strongest brand affinity for Google Maps (15.22×), Capital One (10.23×), and Indeed.com (9.95×) over the country average.

Where do NordVPN fans live in United States?

NordVPN fans in United States are most concentrated in New York (reach 966,205), California (reach 624,566), and Texas (reach 506,887). These three regions account for the largest share of the active audience.

What other brands do NordVPN fans also like?

Beyond NordVPN itself, the audience over-indexes on Capital One (10.23×), Indeed.com (9.95×), CarGurus (11.14×), and Virtual private network (41.55×) 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 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.