Rascasse Audience Intelligence

Parenting Audience in United States

A data profile of the people who buy, follow and care about Parenting in United States — modelled from more than twelve digital signal sources. Parenting has an estimated audience of 66,141,009 people in United States.

#175among Topic in United States#11in Kids & Family

The average Parenting fan in United States is 41.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Nature, Child development, Vacations, with strongest over-indexing on Nature (1.54× the country average).

Demographically, the Parenting audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Indulgence, Community Orientation.

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

The typical Parenting fan in United States is more female, around 41.8 years old, with strong Indulgence tendencies and a notable affinity for Nature.

Category: Kids & Family · Type: Topic

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 Parenting profile in United States.

Audience size
66.1M
in United States
Gender
66.8%♀
33.2% male
Age
41.8
average years
Country rank
#222
Topic in United States
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Parenting fans

66.8% are female, 33.2% are male, average age 41.8.

Fig. 02

Gender split

66.8%
Female
33.2%
Male
Demographic split for Parenting audience in United States
MetricValue
Female66.8%
Male33.2%
Average age41.8
Estimated audience size66,141,009
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Parenting audience in United States
Age bracketShare%
16-1913%
20-2919%
30-3921%
40-4922%
50+25%
Fig. 04

Worldwide distribution

19.5%

of the worldwide Parenting audience comes from United States.

Worldwide audience distribution share by country for Parenting
CountryShare
United States19.5%
Japan6.8%
United Kingdom5.0%
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 Parenting audience in United States is strongest.

Fig. 05

Top regions by affinity

Parenting fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~2M1.33×
02Alaska~200K1.30×
03California~9M1.22×
04Indiana~1.5M1.18×
05Utah~700K1.16×
06Mississippi~600K1.14×
07Texas~6.5M1.12×
08Kentucky~900K1.12×
09New Mexico~400K1.12×
10Georgia~2.5M1.11×
11Virginia~2M1.10×
12North Dakota~100K1.10×
13Kansas~600K1.09×
14Washington~1.5M1.08×
15Louisiana~900K1.08×
16Oregon~800K1.08×
17Oklahoma~800K1.08×
18South Carolina~1M1.07×
19North Carolina~2M1.06×
20Arkansas~600K1.05×
21Arizona~1.5M1.03×
22Maryland~1M1.03×
23Missouri~1M1.03×
24Alabama~1M1.03×
25Nebraska~300K1.03×
26Idaho~300K1.02×
27New York~3.5M1.01×
28Tennessee~1.5M1.00×
29Iowa~500K1.00×
30Illinois~2M0.99×
31Ohio~2M0.98×
32Pennsylvania~2M0.97×
33Michigan~1.5M0.97×
34Minnesota~900K0.97×
35Connecticut~600K0.97×
36South Dakota~100K0.96×
37Wisconsin~900K0.93×
38Nevada~600K0.92×
39Hawaii~300K0.92×
40West Virginia~300K0.91×
41Delaware~200K0.89×
42Montana~200K0.89×
43Massachusetts~1M0.87×
44Colorado~900K0.87×
45New Hampshire~200K0.86×
46Florida~3.5M0.84×
47Maine~200K0.81×
48Rhode Island~200K0.81×
49Vermont~90K0.81×
50Washington, District of Columbia~200K0.78×
Fig. 06

Affinity by region

Affinity by region — Parenting, United States
0.78×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Parenting audience
#·InterestCategoryAffinity×
01Child developmentBusiness & Career3.19×
02MothercareKids & Family3.19×
03Baby foodKids & Family2.01×
04KindergartenKids & Family1.93×
05AdoptionKids & Family1.71×
06PhilanthropyArts & Culture1.64×
07FacialBeauty & Wellness1.61×
08MilkFood & Beverages1.59×
09Self careHealth1.58×
10FoodieFood & Beverages1.58×
11DrawingHome & Garden1.57×
12Deal of the dayShopping1.57×
13FundraisingBusiness & Career1.57×
14NatureHome & Garden1.54×
15VacationsTravel & Leisure1.53×
16HairstyleBeauty & Wellness1.53×
17LodgingTravel & Leisure1.53×
18Britney SpearsMusic & Radio1.53×
19LunchFood & Beverages1.52×
20UniversityBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Parenting 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 Parenting audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.50×
Community OrientationOPEN1.36×
ExtroversionTHRILL1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Parenting audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.86×
Quality AwarenessPREMIUM0.90×
Luxury OrientationPREMIUM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Parenting have in United States?

Parenting has an estimated audience of 66,141,009 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Parenting fans?

66.8% of Parenting fans are female, 33.2% are male, with an average age of 41.8 years.

03

Which brands do Parenting fans like most?

Parenting fans show strongest brand affinity for Nature (1.54×), Child development (3.19×), and Vacations (1.53×) over the country average.

04

Where do Parenting fans live in United States?

Parenting fans in United States are most concentrated in California (reach ~9M), Texas (reach ~6.5M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do Parenting fans also like?

Beyond Parenting itself, the audience over-indexes on Child development (3.19×), Vacations (1.53×), Hairstyle (1.53×), and Self care (1.58×) compared to the United States average.

Appendix

Explore more audiences

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

More Kids & Family audiences in United States

See Parenting audiences in other countries

How to read this data

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