Rascasse Audience Intelligence

PlayStation Vita Target Market in United States

A data profile of the people who buy, follow and care about PlayStation Vita in United States — modelled from more than twelve digital signal sources. PlayStation Vita has an estimated audience of 1,364,860 people in United States.

#1938among Brand in United States#403in Games

The average PlayStation Vita fan in United States is 30.3 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include International education, Mobile game, Historical fiction, with strongest over-indexing on International education (34.3× the country average).

Demographically, the PlayStation Vita audience skews more male with an average age of 30.3, and over-indexes on personality traits such as Community Orientation, Early Adopter Mentality.

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

The typical PlayStation Vita fan in United States is more male, around 30.3 years old, with strong Community Orientation tendencies and a notable affinity for International education.

Category: Games · 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 PlayStation Vita profile in United States.

Audience size
1.4M
in United States
Gender
19.0%♀
81.0% male
Age
30.3
average years
Country rank
#19020
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of PlayStation Vita

19.0% are female, 81.0% are male, average age 30.3.

Fig. 02

Gender split

19.0%
Female
81.0%
Male
Demographic split for PlayStation Vita audience in United States
MetricValue
Female19.0%
Male81.0%
Average age30.3
Estimated audience size1,364,860
Fig. 03

Age distribution

Ø 30.3
average years
Age distribution of the PlayStation Vita audience in United States
Age bracketShare%
16-1938%
20-2930%
30-3918%
40-499%
50+5%
Fig. 04

Worldwide distribution

19.7%

of the worldwide PlayStation Vita audience comes from United States.

Worldwide audience distribution share by country for PlayStation Vita
CountryShare
United States19.7%
Japan12.0%
Italy11.0%
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 PlayStation Vita audience in United States is strongest.

Fig. 05

Top regions by affinity

PlayStation Vita customers by region in United States
#RegionReachAffinity×
01Texas~200K1.40×
02New Mexico~9K1.28×
03California~200K1.26×
04Oklahoma~20K1.26×
05Nevada~20K1.23×
06Arizona~30K1.20×
07Kentucky~20K1.19×
08West Virginia~7K1.16×
09Arkansas~10K1.14×
10Georgia~50K1.13×
11Florida~100K1.12×
12North Carolina~50K1.11×
13New York~80K1.10×
14Indiana~30K1.09×
15Mississippi~10K1.08×
16Illinois~50K1.07×
17Oregon~20K1.07×
18Washington~30K1.06×
19Tennessee~30K1.05×
20Louisiana~20K1.05×
21Maryland~20K1.04×
22Utah~10K1.04×
23Alaska~3K1.04×
24Virginia~30K1.02×
25Kansas~10K1.02×
26Missouri~20K1.01×
27Rhode Island~4K1.00×
28Ohio~40K0.99×
29New Jersey~30K0.99×
30South Carolina~20K0.99×
31Alabama~20K0.99×
32Connecticut~10K0.98×
33Idaho~7K0.98×
34Pennsylvania~40K0.96×
35Michigan~30K0.96×
36Delaware~4K0.94×
37Colorado~20K0.91×
38Iowa~10K0.90×
39Nebraska~6K0.90×
40North Dakota~3K0.90×
41Massachusetts~20K0.89×
42New Hampshire~5K0.84×
43Maine~4K0.83×
44Wisconsin~20K0.80×
45Minnesota~20K0.80×
46South Dakota~3K0.80×
47Hawaii~5K0.78×
48Montana~3K0.78×
49Vermont~2K0.74×
50Washington, District of Columbia~3K0.69×
Fig. 06

Affinity by region

Affinity by region — PlayStation Vita, United States
0.69×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for PlayStation Vita audience
#·InterestCategoryAffinity×
01International educationBusiness & Career34.30×
02Battlefield 4Games22.34×
03Xbox Game PassGames18.12×
04Historical fictionLiterature16.10×
05Advanced Micro DevicesTechnology & Electronics16.02×
06NvidiaTechnology & Electronics11.69×
07Massively multiplayer online gamesGames9.91×
08Assassin's CreedGames7.93×
09Action role-playing gameGames7.55×
10Mobile gameGames6.85×
11Antique carCars & Mobility6.75×
12Motorcycle helmetCars & Mobility6.74×
13Action-adventure gameGames6.30×
14PokémonGames6.07×
15GameStopGames5.76×
16Anime and manga fandomLiterature5.21×
17TwitchGames4.40×
18RadioTechnology & Electronics3.86×
19Android (operating system)Technology & Electronics2.54×
20Video gamesGames2.10×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the PlayStation Vita 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 PlayStation Vita audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.17×
Early Adopter MentalityPOWER1.71×
Convenience OrientationPREMIUM1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by PlayStation Vita audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.53×
DIY MentalityTHRILL0.56×
Quality AwarenessPREMIUM0.56×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is PlayStation Vita's target market in United States?

PlayStation Vita's target market in United States covers an estimated 1,364,860 people, concentrated in California and Texas.

02

What is the gender split and age of PlayStation Vita customers?

19.0% of the PlayStation Vita audience are female, 81.0% are male, with an average age of 30.3 years.

03

Which brands do PlayStation Vita fans like most?

PlayStation Vita fans show strongest brand affinity for International education (34.3×), Mobile game (6.85×), and Historical fiction (16.1×) over the country average.

04

Where do PlayStation Vita fans live in United States?

PlayStation Vita fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do PlayStation Vita fans also like?

Beyond PlayStation Vita itself, the audience over-indexes on Mobile game (6.85×), Historical fiction (16.1×), Massively multiplayer online games (9.91×), and Pokémon (6.07×) compared to the United States average.

Appendix

Explore more audiences

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

More Games audiences in United States

See PlayStation Vita audiences in other countries

How to read this data

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