Rascasse Audience Intelligence

Norton AntiVirus Target Market in United States

A data profile of the people who buy, follow and care about Norton AntiVirus in United States — modelled from more than twelve digital signal sources. Norton AntiVirus has an estimated audience of 604,262 people in United States.

#3379among Brand in United States#939in Technology & Electronics

The average Norton AntiVirus fan in United States is 46.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include AVG (software), Avast!, Antivirus software, with strongest over-indexing on AVG (software) (193.94× the country average).

Demographically, the Norton AntiVirus audience skews balanced with an average age of 46.9, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Norton AntiVirus fan in United States is balanced, around 46.9 years old, with strong Need for Security tendencies and a notable affinity for AVG (software).

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 Norton AntiVirus profile in United States.

Audience size
604K
in United States
Gender
45.2%♀
54.8% male
Age
46.9
average years
Country rank
#32673
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 Norton AntiVirus

45.2% are female, 54.8% are male, average age 46.9.

Fig. 02

Gender split

45.2%
Female
54.8%
Male
Demographic split for Norton AntiVirus audience in United States
MetricValue
Female45.2%
Male54.8%
Average age46.9
Estimated audience size604,262
Fig. 03

Age distribution

Ø 46.9
average years
Age distribution of the Norton AntiVirus audience in United States
Age bracketShare%
16-1913%
20-2910%
30-3911%
40-4918%
50+49%
Fig. 04

Worldwide distribution

34.8%

of the worldwide Norton AntiVirus audience comes from United States.

Worldwide audience distribution share by country for Norton AntiVirus
CountryShare
United States34.8%
United Kingdom9.1%
Germany6.4%
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 Norton AntiVirus audience in United States is strongest.

Fig. 05

Top regions by affinity

Norton AntiVirus customers by region in United States
#RegionReachAffinity×
01Maine~3K1.43×
02New Hampshire~3K1.35×
03Vermont~1K1.30×
04Kansas~6K1.15×
05South Dakota~2K1.14×
06Iowa~6K1.12×
07Nebraska~3K1.12×
08West Virginia~3K1.10×
09Wisconsin~10K1.08×
10Montana~2K1.08×
11Alaska~1K1.08×
12Arizona~10K1.06×
13Alabama~9K1.06×
14Arkansas~5K1.06×
15Idaho~3K1.05×
16Oklahoma~7K1.04×
17Massachusetts~10K1.03×
18Missouri~10K1.03×
19North Dakota~1K1.02×
20Ohio~20K1.01×
21Florida~40K0.99×
22Virginia~10K0.99×
23Indiana~10K0.99×
24Connecticut~6K0.99×
25New Mexico~3K0.99×
26Delaware~2K0.98×
27Pennsylvania~20K0.97×
28Georgia~20K0.97×
29South Carolina~9K0.97×
30Mississippi~5K0.97×
31Tennessee~10K0.96×
32Louisiana~8K0.96×
33North Carolina~20K0.95×
34Oregon~7K0.95×
35Kentucky~7K0.94×
36Michigan~10K0.93×
37Washington~10K0.92×
38Maryland~10K0.92×
39Colorado~9K0.92×
40Illinois~20K0.91×
41Minnesota~8K0.90×
42New Jersey~10K0.88×
43Texas~50K0.87×
44Nevada~5K0.87×
45Hawaii~2K0.87×
46Rhode Island~2K0.86×
47New York~30K0.85×
48Utah~4K0.80×
49California~50K0.79×
50Washington, District of Columbia~1K0.69×
Fig. 06

Affinity by region

Affinity by region — Norton AntiVirus, United States
0.69×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Norton AntiVirus audience
#·InterestCategoryAffinity×
01Myanmar Football FederationSports1201.79×
02AVG (software)Technology & Electronics193.94×
03F-SecureTechnology & Electronics180.64×
04WebjetTravel & Leisure163.93×
05Avast! SecureLine VPNTechnology & Electronics155.41×
06Avast!Technology & Electronics149.73×
07Hotspot ShieldTechnology & Electronics129.62×
08Antivirus softwareTechnology & Electronics57.55×
09Virtual private networkTechnology & Electronics22.60×
10Time Out (magazine)Travel & Leisure22.35×
11Antony StarrMovies & TV20.00×
12Thandie NewtonMovies & TV20.00×
13Computer securityBusiness & Career19.05×
14Internet privacyTechnology & Electronics17.31×
15DetectiveHome & Garden14.72×
16501(c) organizationBusiness & Career13.85×
17Groovy (programming language)Technology & Electronics9.55×
18Google DriveTechnology & Electronics4.95×
19GmailInternet & Social Media4.87×
20CNNMovies & TV4.44×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Norton AntiVirus 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 Norton AntiVirus audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM9.24×
PatriotismCONSERVATISM2.26×
Career OrientationPOWER1.98×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Norton AntiVirus audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.88×
Luxury OrientationPREMIUM1.01×
Pet OwnershipJOY1.17×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Norton AntiVirus's target market in United States?

Norton AntiVirus's target market in United States covers an estimated 604,262 people, concentrated in California and Texas.

02

What is the gender split and age of Norton AntiVirus customers?

45.2% of the Norton AntiVirus audience are female, 54.8% are male, with an average age of 46.9 years.

03

Which brands do Norton AntiVirus fans like most?

Norton AntiVirus fans show strongest brand affinity for AVG (software) (193.94×), Avast! (149.73×), and Antivirus software (57.55×) over the country average.

04

Where do Norton AntiVirus fans live in United States?

Norton AntiVirus fans in United States are most concentrated in California (reach ~50K), Texas (reach ~50K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Norton AntiVirus fans also like?

Beyond Norton AntiVirus itself, the audience over-indexes on Avast! (149.73×), Antivirus software (57.55×), Computer security (19.05×), and Avast! SecureLine VPN (155.41×) 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 Norton AntiVirus audiences in other countries

How to read this data

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