Rascasse Audience Intelligence

North America Audience in United States

A data profile of the people who buy, follow and care about North America in United States — modelled from more than twelve digital signal sources. North America has an estimated audience of 79,975,752 people in United States.

#1among Continent in United States#4among POI in United States#7in Travel & Leisure

The average North America fan in United States is 42.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Real property, Innovation, Canada, with strongest over-indexing on Real property (1.92× the country average).

Demographically, the North America audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as Need for Security, Sustainability.

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

The typical North America fan in United States is balanced, around 42.3 years old, with strong Need for Security tendencies and a notable affinity for Real property.

Category: Travel & Leisure · Type: POI · Subtype: Continent

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 North America profile in United States.

Audience size
80M
in United States
Gender
50.5%♀
49.5% male
Age
42.3
average years
Country rank
#143
POI in United States
Fig. 01

Search interest · 12-month trend

+8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of North America fans

50.5% are female, 49.5% are male, average age 42.3.

Fig. 02

Gender split

50.5%
Female
49.5%
Male
Demographic split for North America audience in United States
MetricValue
Female50.5%
Male49.5%
Average age42.3
Estimated audience size79,975,752
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the North America audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3919%
40-4922%
50+28%
Fig. 04

Worldwide distribution

34.6%

of the worldwide North America audience comes from United States.

Worldwide audience distribution share by country for North America
CountryShare
United States34.6%
Canada6.8%
Mexico5.9%
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 North America audience in United States is strongest.

Fig. 05

Top regions by affinity

North America fans by region: top regions in United States
#RegionReachAffinity×
01Texas~9M1.29×
02South Carolina~1.5M1.18×
03Georgia~3M1.16×
04Alaska~200K1.14×
05California~10M1.13×
06Oklahoma~1M1.13×
07South Dakota~200K1.11×
08Utah~800K1.10×
09Kansas~700K1.10×
10North Dakota~200K1.10×
11Arizona~2M1.08×
12Washington~1.5M1.08×
13New Mexico~400K1.08×
14Missouri~1.5M1.05×
15Illinois~2.5M1.03×
16Minnesota~1M1.03×
17Mississippi~700K1.03×
18Indiana~1.5M1.02×
19Nevada~800K1.02×
20Hawaii~300K1.02×
21Virginia~2M1.01×
22Louisiana~1M1.01×
23Idaho~400K1.01×
24Nebraska~400K1.01×
25Kentucky~1M1.00×
26Arkansas~700K1.00×
27Florida~5.5M0.99×
28North Carolina~2.5M0.99×
29Michigan~2M0.99×
30Maryland~1.5M0.99×
31West Virginia~400K0.99×
32Alabama~1M0.98×
33Oregon~900K0.98×
34Iowa~600K0.98×
35Montana~200K0.98×
36Pennsylvania~2.5M0.96×
37New Jersey~2M0.96×
38Maine~300K0.95×
39Colorado~1M0.92×
40Wisconsin~1M0.92×
41Ohio~2M0.90×
42Tennessee~1.5M0.90×
43Delaware~200K0.90×
44New Hampshire~300K0.89×
45Connecticut~700K0.87×
46Rhode Island~200K0.87×
47Washington, District of Columbia~200K0.86×
48New York~4M0.84×
49Massachusetts~1.5M0.84×
50Vermont~100K0.82×
Fig. 06

Affinity by region

Affinity by region — North America, United States
0.82×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for North America audience
#·InterestCategoryAffinity×
01Compact carCars & Mobility2.18×
02Non-alcoholic beverageFood & Beverages2.15×
03Real propertyHome & Garden1.92×
04InnovationBusiness & Career1.92×
05Renewable energyBusiness & Career1.79×
06Sustainable energyHome & Garden1.77×
07Political scienceBusiness & Career1.74×
08IslandTravel & Leisure1.72×
09Made in USABusiness & Career1.68×
10Risk managementBusiness & Career1.68×
11DentistryBusiness & Career1.62×
12Rail transportTravel & Leisure1.62×
13Public transportCars & Mobility1.62×
14Spanish languagePolitics & Society1.61×
15CanadaTravel & Leisure1.58×
16LodgingTravel & Leisure1.57×
17FundraisingBusiness & Career1.54×
18Solar energyHome & Garden1.52×
19MeteorologyHome & Garden1.52×
20FedExBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the North America 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 North America audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.19×
SustainabilityBALANCE1.16×
IndividualismJOY1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by North America audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.89×
Luxury OrientationPREMIUM0.92×
Healthy LifestyleBALANCE0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does North America have in United States?

North America has an estimated audience of 79,975,752 people in United States, concentrated in California and Texas.

02

What is the gender split and age of North America fans?

50.5% of North America fans are female, 49.5% are male, with an average age of 42.3 years.

03

Which brands do North America fans like most?

North America fans show strongest brand affinity for Real property (1.92×), Innovation (1.92×), and Canada (1.58×) over the country average.

04

Where do North America fans live in United States?

North America fans in United States are most concentrated in California (reach ~10M), Texas (reach ~9M), and Florida (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do North America fans also like?

Beyond North America itself, the audience over-indexes on Innovation (1.92×), Canada (1.58×), Dentistry (1.62×), and Lodging (1.57×) compared to the United States average.

Appendix

Explore more audiences

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

More Continent audiences in United States

See North America audiences in other countries

How to read this data

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