Northwestern Mutual Audience in United States

Northwestern Mutual logo

Northwestern Mutual has an estimated audience of 1,848,787 people in United States. 36.5% are female, 63.5% are male, average age 38.6. Top regions: California, New York, Wisconsin. Top brand affinities: Transamerica Corporation, T. Rowe Price, Choice Hotels, Progressive Corporation, verizon.

The average Northwestern Mutual fan in United States is 38.6 years old, more male, and lives primarily in California. The audience is concentrated in California, New York, Wisconsin. Top brand affinities include Transamerica Corporation, T. Rowe Price, Choice Hotels, with strongest over-indexing on Transamerica Corporation (27.69× the country average). Demographically, the Northwestern Mutual audience skews more male with an average age of 38.6, and over-indexes on personality traits such as Quality Awareness, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Brand

Demographics of Northwestern Mutual fans

Demographic split for Northwestern Mutual audience in United States
MetricValue
Female36.5%
Male63.5%
Average age38.6
Estimated audience size1,848,787

Audience persona

The typical Northwestern Mutual fan in United States is more male, around 38.6 years old, with strong Quality Awareness tendencies and a notable affinity for Transamerica Corporation.

Top regions in United States

Top regions ranked by reach for Northwestern Mutual in United States
RegionReachAffinity
California128,6010.63×
New York118,3761.15×
Wisconsin113,1694.07×
Florida110,8330.89×
Texas106,0170.67×
Illinois85,2661.38×
Ohio59,1091.04×
Pennsylvania55,4190.89×
Minnesota54,4662.06×
North Carolina50,1050.9×
Georgia48,9660.86×
New Jersey43,6560.93×
Indiana42,0221.24×
Virginia41,9680.93×
Colorado41,2791.42×
Massachusetts40,9541.12×
Michigan39,9620.83×
Missouri36,4601.22×
Tennessee33,8470.91×
Iowa30,8242.02×
Washington28,0160.76×
Connecticut27,8561.5×
South Carolina25,5780.92×
Maryland24,2190.76×
Louisiana22,2520.93×
Arizona19,7250.52×
Kentucky17,8320.77×
Alabama17,2610.67×
Utah13,9120.84×
Oregon13,8820.66×
Nebraska13,8341.49×
Kansas13,7160.94×
Idaho11,7261.26×
Arkansas10,7920.71×
Oklahoma10,5550.51×
West Virginia8,2210.95×
Nevada7,9200.44×
Mississippi6,9870.46×
New Hampshire6,8800.94×
South Dakota6,4311.5×
Hawaii5,9930.75×
North Dakota5,7041.5×
Rhode Island5,4050.92×
Montana5,2861.03×
Washington, District of Columbia4,9160.88×
New Mexico4,6640.5×
Maine3,3830.51×
Delaware2,5970.51×
Wyoming2,1070.77×
Vermont1,8690.58×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Northwestern Mutual audience
BrandAffinityCategory
Transamerica Corporation27.69×Business & Career
T. Rowe Price18.9×Business & Career
Choice Hotels15.09×Travel & Leisure
Progressive Corporation6.12×Business & Career
verizon4.09×Technology & Electronics
Canva7.86×Technology & Electronics
The Impossible (2012 film)25.27×Movies & TV
Audience3.61×Business & Career
Safelite AutoGlass13.28×Cars & Mobility
Indiana Hoosiers football6.44×Sports
State Street Corporation28.51×Business & Career
Dunkin' Donuts3.68×Food & Beverages
Staples (Canada)3.18×Business & Career
Financial plan4.73×Movies & TV
MailChimp8.68×Internet & Social Media
Sotogrande79.62×Travel & Leisure
AutoZone2.19×Cars & Mobility
FIFA World Cup2.17×Sports
Trails End Campground144.13×Travel & Leisure
Bad Bunny3.32×Music & Radio

Psychographic profile

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

Top personality traits over-indexed by Northwestern Mutual audience
TraitClusterScore
Quality AwarenessPREMIUM1.42
Career OrientationPOWER1.37
Design AffinityPREMIUM1.26
TravellingTHRILL1.2
Urban LifestyleOPEN1.15
Social Media UsageJOY1.15

Worldwide distribution

Worldwide audience distribution share by country for Northwestern Mutual
CountryShare
United States92.9%
China1.1%
United Kingdom1.1%

See Northwestern Mutual audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Northwestern Mutual have in United States?

Northwestern Mutual has an estimated audience of 1,848,787 people in United States, concentrated in California and New York.

What is the gender split and age of Northwestern Mutual fans?

36.5% of Northwestern Mutual fans are female, 63.5% are male, with an average age of 38.6 years.

Which brands do Northwestern Mutual fans like most?

Northwestern Mutual fans show strongest brand affinity for Transamerica Corporation (27.69×), T. Rowe Price (18.9×), and Choice Hotels (15.09×) over the country average.

Where do Northwestern Mutual fans live in United States?

Northwestern Mutual fans in United States are most concentrated in California (reach 128,601), New York (reach 118,376), and Wisconsin (reach 113,169). These three regions account for the largest share of the active audience.

What other brands do Northwestern Mutual fans also like?

Beyond Northwestern Mutual itself, the audience over-indexes on T. Rowe Price (18.9×), Choice Hotels (15.09×), Progressive Corporation (6.12×), and verizon (4.09×) 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 Northwestern Mutual. 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.