Online shopping Audience in United States

Online shopping logo

Online shopping has an estimated audience of 151,834,586 people in United States. 57.1% are female, 42.9% are male, average age 40.3. Top regions: California, Texas, Florida. Top brand affinities: Hair Extensions, Sabrina Carpenter, Aritzia, Love & Hip Hop: Atlanta, Everlane.

The average Online shopping fan in United States is 40.3 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Hair Extensions, Sabrina Carpenter, Aritzia, with strongest over-indexing on Hair Extensions (2.72× the country average). Demographically, the Online shopping audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Luxury Orientation, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Shopping · Type: Topic · Subtype: Lifestyle cluster

Demographics of Online shopping fans

Demographic split for Online shopping audience in United States
MetricValue
Female57.1%
Male42.9%
Average age40.3
Estimated audience size151,834,586

Audience persona

The typical Online shopping fan in United States is more female, around 40.3 years old, with strong Luxury Orientation tendencies and a notable affinity for Hair Extensions.

Top regions in United States

Top regions ranked by reach for Online shopping in United States
RegionReachAffinity
California13,932,7090.83×
Texas12,338,4230.95×
Florida10,909,1171.06×
New York8,310,0760.98×
Pennsylvania5,677,1671.11×
Ohio5,472,1531.17×
North Carolina5,089,1801.11×
Georgia4,792,6111.02×
Illinois4,701,0500.93×
Michigan4,075,0761.03×
Virginia3,995,5891.08×
New Jersey3,841,1480.99×
Tennessee3,518,0821.16×
Indiana3,040,5771.1×
Washington2,966,7080.97×
South Carolina2,683,5791.17×
Massachusetts2,665,9700.89×
Missouri2,650,7921.08×
Arizona2,581,2030.83×
Maryland2,532,3110.97×
Kentucky2,249,2931.18×
Wisconsin2,219,3690.97×
Louisiana2,199,6961.12×
Minnesota2,062,4330.95×
Alabama2,034,7500.96×
Oklahoma1,977,9021.17×
Colorado1,963,0080.82×
Oregon1,776,7151.02×
Mississippi1,614,1531.29×
Arkansas1,578,4501.26×
Connecticut1,526,0071×
Kansas1,444,4501.21×
Iowa1,365,0491.09×
Nevada1,258,7980.86×
Utah1,159,4880.85×
West Virginia852,0991.21×
Nebraska766,7691.01×
Idaho760,7071×
New Mexico694,8950.91×
New Hampshire589,6390.99×
Hawaii554,0860.85×
Maine502,5020.92×
Rhode Island439,7050.91×
Montana399,4980.95×
Delaware391,4740.93×
South Dakota352,4301×
Washington, District of Columbia332,3520.73×
North Dakota304,2420.98×
Alaska227,3940.7×
Vermont219,3800.82×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Online shopping audience
BrandAffinityCategory
Hair Extensions2.72×Beauty & Wellness
Sabrina Carpenter2.48×Music & Radio
Aritzia2.32×Fashion & Accessoires
Love & Hip Hop: Atlanta2.87×Movies & TV
Everlane2.93×Fashion & Accessoires
MLB.com2.01×Sports
Gothic fashion2.26×Fashion & Accessoires
Golf ball1.52×Sports
Love Island2.35×Movies & TV
Harmonica2.05×Music & Radio
Princess Polly2.38×Fashion & Accessoires
PacSun1.78×Fashion & Accessoires
Long Lashes2.07×Beauty & Wellness
The Open Championship1.65×Sports
natural hair2.14×Beauty & Wellness
SZA (singer)2.41×Music & Radio
Torrid2.25×Fashion & Accessoires
Human Hair Extensions2.76×Beauty & Wellness
Horse & Rider1.93×Pets & Animals
The Knot1.85×Kids & Family

Psychographic profile

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

Top personality traits over-indexed by Online shopping audience
TraitClusterScore
Luxury OrientationPREMIUM1.54
Early Adopter MentalityPOWER1.22
Sports ActivityPOWER1.19
LGBTQ+ IdentityOPEN1.18
Healthy LifestyleBALANCE1.09
Risk AppetiteTHRILL1.03

Worldwide distribution

Worldwide audience distribution share by country for Online shopping
CountryShare
United States20.1%
Japan5.6%
India5.5%

See Online shopping audiences in other countries

More Lifestyle cluster audiences in United States

Frequently asked questions

How many fans does Online shopping have in United States?

Online shopping has an estimated audience of 151,834,586 people in United States, concentrated in California and Texas.

What is the gender split and age of Online shopping fans?

57.1% of Online shopping fans are female, 42.9% are male, with an average age of 40.3 years.

Which brands do Online shopping fans like most?

Online shopping fans show strongest brand affinity for Hair Extensions (2.72×), Sabrina Carpenter (2.48×), and Aritzia (2.32×) over the country average.

Where do Online shopping fans live in United States?

Online shopping fans in United States are most concentrated in California (reach 13,932,709), Texas (reach 12,338,423), and Florida (reach 10,909,117). These three regions account for the largest share of the active audience.

What other brands do Online shopping fans also like?

Beyond Online shopping itself, the audience over-indexes on Sabrina Carpenter (2.48×), Aritzia (2.32×), Love & Hip Hop: Atlanta (2.87×), and Everlane (2.93×) 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 Online shopping. 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.