Rascasse Audience Intelligence

Online Audience in United States

A data profile of the people who buy, follow and care about Online in United States — modelled from more than twelve digital signal sources. Online has an estimated audience of 14,689,693 people in United States.

#60among Lifestyle cluster in United States#1611among Topic in United States#40in Internet & Social Media

The average Online fan in United States is 40.0 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include IKEA, Sephora, Bass guitar, with strongest over-indexing on IKEA (1.64× the country average).

Demographically, the Online audience skews balanced with an average age of 40.0, and over-indexes on personality traits such as Early Adopter Mentality, Convenience Orientation.

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

The typical Online fan in United States is balanced, around 40.0 years old, with strong Early Adopter Mentality tendencies and a notable affinity for IKEA.

Category: Internet & Social Media · Type: Topic · Subtype: Lifestyle cluster

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 Online profile in United States.

Audience size
14.7M
in United States
Gender
52.4%♀
47.6% male
Age
40.0
average years
Country rank
#2377
Topic in United States
Fig. 01

Search interest · 12-month trend

+57%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Online fans

52.4% are female, 47.6% are male, average age 40.0.

Fig. 02

Gender split

52.4%
Female
47.6%
Male
Demographic split for Online audience in United States
MetricValue
Female52.4%
Male47.6%
Average age40.0
Estimated audience size14,689,693
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Online audience in United States
Age bracketShare%
16-1920%
20-2918%
30-3918%
40-4920%
50+24%
Fig. 04

Worldwide distribution

14.4%

of the worldwide Online audience comes from United States.

Worldwide audience distribution share by country for Online
CountryShare
United States14.4%
Japan4.6%
India4.0%
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 Online audience in United States is strongest.

Fig. 05

Top regions by affinity

Online fans by region: top regions in United States
#RegionReachAffinity×
01Louisiana~400K2.02×
02Alabama~300K1.49×
03Arkansas~200K1.35×
04Mississippi~200K1.26×
05Kentucky~200K1.23×
06Tennessee~400K1.20×
07California~2M1.17×
08Oklahoma~200K1.16×
09Georgia~500K1.12×
10Texas~1.5M1.10×
11Indiana~300K1.10×
12Florida~1M1.09×
13New York~900K1.09×
14South Carolina~200K1.09×
15South Dakota~40K1.09×
16Missouri~200K1.04×
17West Virginia~70K1.04×
18North Carolina~500K1.03×
19Illinois~500K0.99×
20Ohio~400K0.98×
21Kansas~100K0.98×
22Virginia~300K0.97×
23Nevada~100K0.97×
24North Dakota~30K0.97×
25Wyoming~20K0.97×
26Arizona~300K0.96×
27Maryland~200K0.95×
28New Mexico~70K0.95×
29Connecticut~100K0.94×
30Michigan~400K0.93×
31Idaho~70K0.93×
32New Jersey~300K0.92×
33Alaska~30K0.92×
34Pennsylvania~400K0.91×
35Oregon~200K0.91×
36Delaware~40K0.91×
37Washington~300K0.90×
38Iowa~100K0.90×
39Montana~40K0.87×
40Massachusetts~200K0.85×
41Colorado~200K0.85×
42Wisconsin~200K0.85×
43Nebraska~60K0.85×
44Rhode Island~40K0.85×
45Minnesota~200K0.83×
46Hawaii~50K0.83×
47New Hampshire~50K0.81×
48Maine~40K0.80×
49Utah~100K0.79×
50Washington, District of Columbia~30K0.74×
Fig. 06

Affinity by region

Affinity by region — Online, United States
0.74×1.00×2.02×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Online audience
#·InterestCategoryAffinity×
01Princess PollyFashion & Accessoires2.77×
02Multi-toolHome & Garden1.94×
03NigeriaTravel & Leisure1.93×
04Software engineeringBusiness & Career1.91×
05Golf ChannelSports1.81×
06The Breakfast ClubMovies & TV1.68×
07Scooby-DooMovies & TV1.66×
08IKEAHome & Garden1.64×
09InnovationBusiness & Career1.64×
10H&MShopping1.64×
11Renewable energyBusiness & Career1.64×
12Natural skin careBeauty & Wellness1.64×
13Sustainable energyHome & Garden1.64×
14Virtual realityTechnology & Electronics1.64×
15ViolinMusic & Radio1.63×
16CarpentryHome & Garden1.61×
17Bass guitarMusic & Radio1.58×
18House musicMusic & Radio1.53×
19Department storeShopping1.51×
20SephoraShopping1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Online 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 Online audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.39×
Convenience OrientationPREMIUM1.21×
SustainabilityBALANCE1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Online audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.92×
Pet OwnershipJOY0.96×
CreativityOPEN0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Online have in United States?

Online has an estimated audience of 14,689,693 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Online fans?

52.4% of Online fans are female, 47.6% are male, with an average age of 40.0 years.

03

Which brands do Online fans like most?

Online fans show strongest brand affinity for IKEA (1.64×), Sephora (1.5×), and Bass guitar (1.58×) over the country average.

04

Where do Online fans live in United States?

Online fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Online fans also like?

Beyond Online itself, the audience over-indexes on Sephora (1.5×), Bass guitar (1.58×), Golf Channel (1.81×), and Scooby-Doo (1.66×) compared to the United States average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Online audiences in other countries

How to read this data

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