Rascasse Audience Intelligence

Petfinder Audience in United States

A data profile of the people who buy, follow and care about Petfinder in United States — modelled from more than twelve digital signal sources. Petfinder has an estimated audience of 5,499,558 people in United States.

#161among Website / Newspaper / Magazine in United States#142in Pets & Animals

The average Petfinder fan in United States is 45.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Michigan.

Top brand affinities include IAM (band), Sparkler, Edith Wharton, with strongest over-indexing on IAM (band) (41.52× the country average).

Demographically, the Petfinder audience skews more female with an average age of 45.3, and over-indexes on personality traits such as Pet Ownership, Community Orientation.

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

The typical Petfinder fan in United States is more female, around 45.3 years old, with strong Pet Ownership tendencies and a notable affinity for IAM (band).

Category: Pets & Animals · Type: Website / Newspaper / Magazine

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 Petfinder profile in United States.

Audience size
5.5M
in United States
Gender
73.5%♀
26.5% male
Age
45.3
average years
Country rank
#6146
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Petfinder

73.5% are female, 26.5% are male, average age 45.3.

Fig. 02

Gender split

73.5%
Female
26.5%
Male
Demographic split for Petfinder audience in United States
MetricValue
Female73.5%
Male26.5%
Average age45.3
Estimated audience size5,499,558
Fig. 03

Age distribution

Ø 45.3
average years
Age distribution of the Petfinder audience in United States
Age bracketShare%
16-1910%
20-2914%
30-3917%
40-4924%
50+36%
Fig. 04

Worldwide distribution

88.4%

of the worldwide Petfinder audience comes from United States.

Worldwide audience distribution share by country for Petfinder
CountryShare
United States88.4%
Canada3.4%
Japan1.3%
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 Petfinder audience in United States is strongest.

Fig. 05

Top regions by affinity

Petfinder fans by region: top regions in United States
#RegionReachAffinity×
01New Hampshire~50K2.36×
02Vermont~20K2.23×
03Michigan~300K1.75×
04Rhode Island~30K1.66×
05Wisconsin~100K1.64×
06Massachusetts~200K1.58×
07Connecticut~90K1.58×
08Maine~30K1.58×
09Ohio~200K1.44×
10Minnesota~100K1.44×
11Indiana~100K1.39×
12Iowa~60K1.38×
13Pennsylvania~200K1.25×
14West Virginia~30K1.23×
15Kentucky~80K1.20×
16Illinois~200K1.18×
17Washington~100K1.15×
18Missouri~100K1.15×
19Oregon~70K1.15×
20New Jersey~200K1.08×
21Tennessee~100K1.01×
22Virginia~100K0.99×
23Kansas~40K0.97×
24Nebraska~30K0.94×
25Maryland~90K0.92×
26Montana~10K0.92×
27Wyoming~8K0.92×
28Colorado~80K0.90×
29North Carolina~100K0.89×
30Arkansas~40K0.88×
31New York~300K0.82×
32South Carolina~70K0.78×
33Delaware~10K0.73×
34North Dakota~8K0.73×
35Oklahoma~40K0.72×
36Florida~300K0.66×
37Georgia~100K0.66×
38Idaho~20K0.66×
39South Dakota~8K0.64×
40Alabama~50K0.62×
41Louisiana~40K0.60×
42Washington, District of Columbia~10K0.60×
43Arizona~70K0.57×
44Alaska~7K0.57×
45California~300K0.53×
46Mississippi~20K0.49×
47Nevada~30K0.48×
48Utah~20K0.47×
49Texas~200K0.46×
50New Mexico~10K0.44×
Fig. 06

Affinity by region

Affinity by region — Petfinder, United States
0.44×1.00×2.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Petfinder audience
#·InterestCategoryAffinity×
01IAM (band)Music & Radio41.52×
02SparklerKids & Family35.07×
03Edith WhartonLiterature34.35×
04VCA Animal HospitalsHealth24.87×
05Dog sledPets & Animals23.81×
06Sled dog racingSports19.76×
07Banfield Pet HospitalHealth19.60×
08HeftyHome & Garden15.51×
09Westminster Kennel Club Dog ShowPets & Animals12.92×
10Adopt-a-Pet.comPets & Animals9.05×
11Pet insurancePets & Animals7.23×
12Dog agilityPets & Animals5.99×
13National Car RentalCars & Mobility5.68×
14The Beach BoysMusic & Radio5.03×
15Cane CorsoFood & Beverages4.83×
16Pet sittingPets & Animals3.48×
17PetcoShopping3.26×
18YouTube MusicInternet & Social Media2.12×
19Dog breedPets & Animals1.60×
20LivestockPets & Animals1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Petfinder 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 Petfinder audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.76×
Community OrientationOPEN1.37×
ExtroversionTHRILL1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Petfinder audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.77×
IndulgenceJOY0.90×
Early Adopter MentalityPOWER0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Petfinder have in United States?

Petfinder has an estimated audience of 5,499,558 people in United States, concentrated in California and New York.

02

What is the gender split and age of Petfinder fans?

73.5% of Petfinder fans are female, 26.5% are male, with an average age of 45.3 years.

03

Which brands do Petfinder fans like most?

Petfinder fans show strongest brand affinity for IAM (band) (41.52×), Sparkler (35.07×), and Edith Wharton (34.35×) over the country average.

04

Where do Petfinder fans live in United States?

Petfinder fans in United States are most concentrated in California (reach ~300K), New York (reach ~300K), and Michigan (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Petfinder fans also like?

Beyond Petfinder itself, the audience over-indexes on Sparkler (35.07×), Edith Wharton (34.35×), Petco (3.26×), and Banfield Pet Hospital (19.6×) compared to the United States average.

Appendix

Explore more audiences

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

More Pets & Animals audiences in United States

See Petfinder audiences in other countries

How to read this data

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