Rascasse Audience Intelligence

QuickBooks Target Market in United States

A data profile of the people who buy, follow and care about QuickBooks in United States — modelled from more than twelve digital signal sources. QuickBooks has an estimated audience of 9,282,648 people in United States.

#397among Brand in United States#282in Home & Garden

The average QuickBooks fan in United States is 42.0 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Accounting software, TurboTax, Intuit, with strongest over-indexing on Accounting software (16.6× the country average).

Demographically, the QuickBooks audience skews more male with an average age of 42.0, and over-indexes on personality traits such as Career 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 QuickBooks fan in United States is more male, around 42.0 years old, with strong Career Orientation tendencies and a notable affinity for Accounting software.

Category: Home & Garden · 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 QuickBooks profile in United States.

Audience size
9.3M
in United States
Gender
44.1%♀
55.9% male
Age
42.0
average years
Country rank
#3864
Brand in United States
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of QuickBooks

44.1% are female, 55.9% are male, average age 42.0.

Fig. 02

Gender split

44.1%
Female
55.9%
Male
Demographic split for QuickBooks audience in United States
MetricValue
Female44.1%
Male55.9%
Average age42.0
Estimated audience size9,282,648
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the QuickBooks audience in United States
Age bracketShare%
16-1910%
20-2920%
30-3922%
40-4925%
50+23%
Fig. 04

Worldwide distribution

57.8%

of the worldwide QuickBooks audience comes from United States.

Worldwide audience distribution share by country for QuickBooks
CountryShare
United States57.8%
Canada10.0%
United Kingdom9.6%
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 QuickBooks audience in United States is strongest.

Fig. 05

Top regions by affinity

QuickBooks customers by region in United States
#RegionReachAffinity×
01Montana~40K1.59×
02Idaho~70K1.57×
03Utah~100K1.44×
04Florida~800K1.35×
05Vermont~20K1.32×
06Colorado~200K1.26×
07Alaska~20K1.24×
08Maine~40K1.21×
09Oregon~100K1.17×
10New Hampshire~40K1.12×
11South Dakota~20K1.12×
12California~1M1.08×
13Texas~800K1.08×
14Hawaii~40K1.07×
15Georgia~300K1.06×
16Nebraska~50K1.06×
17Washington~200K1.02×
18North Dakota~20K1.02×
19North Carolina~300K1.00×
20Tennessee~200K0.99×
21Oklahoma~100K0.98×
22Connecticut~90K0.97×
23Louisiana~100K0.96×
24Arizona~200K0.95×
25Missouri~100K0.95×
26South Carolina~100K0.95×
27Minnesota~100K0.95×
28Kansas~70K0.95×
29Massachusetts~200K0.91×
30Wisconsin~100K0.91×
31New York~500K0.90×
32New Mexico~40K0.90×
33Rhode Island~30K0.90×
34Nevada~80K0.89×
35Iowa~70K0.89×
36New Jersey~200K0.88×
37Arkansas~70K0.88×
38Alabama~100K0.87×
39Virginia~200K0.86×
40Maryland~100K0.84×
41Illinois~300K0.82×
42Michigan~200K0.80×
43Indiana~100K0.80×
44Mississippi~60K0.78×
45Washington, District of Columbia~20K0.78×
46Pennsylvania~200K0.77×
47Ohio~200K0.77×
48Kentucky~90K0.74×
49Delaware~20K0.73×
50West Virginia~30K0.67×
Fig. 06

Affinity by region

Affinity by region — QuickBooks, United States
0.67×1.00×1.59×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for QuickBooks audience
#·InterestCategoryAffinity×
01Freelance Writing JobsTopic48.97×
02Small Business FundingBusiness & Career24.56×
03Xero (software)Brand23.63×
04Accounting softwareBusiness & Career16.60×
05Financial Services AgencyNGO / Political Party16.20×
06Constant ContactTechnology & Electronics16.10×
07IntuitTechnology & Electronics14.02×
08Guillaume CanetMovies & TV13.18×
09GroupMeInternet & Social Media12.90×
10Google AnalyticsInternet & Social Media8.98×
11Dropbox (service)Technology & Electronics8.64×
12Business softwareBusiness & Career8.40×
13TurboTaxBusiness & Career8.31×
14WorkdayBusiness & Career7.97×
15Salesforce.comTechnology & Electronics7.59×
16Square (company)Shopping7.24×
17DocuSignTechnology & Electronics5.56×
18Google CalendarInternet & Social Media4.51×
19Google DriveTechnology & Electronics2.85×
20CNNMovies & TV2.13×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the QuickBooks 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 QuickBooks audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.64×
Early Adopter MentalityPOWER1.54×
Convenience OrientationPREMIUM1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by QuickBooks audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.96×
CreativityOPEN1.00×
IndulgenceJOY1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is QuickBooks's target market in United States?

QuickBooks's target market in United States covers an estimated 9,282,648 people, concentrated in California and Texas.

02

What is the gender split and age of QuickBooks customers?

44.1% of the QuickBooks audience are female, 55.9% are male, with an average age of 42.0 years.

03

Which brands do QuickBooks fans like most?

QuickBooks fans show strongest brand affinity for Accounting software (16.6×), TurboTax (8.31×), and Intuit (14.02×) over the country average.

04

Where do QuickBooks fans live in United States?

QuickBooks fans in United States are most concentrated in California (reach ~1M), Texas (reach ~800K), and Florida (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do QuickBooks fans also like?

Beyond QuickBooks itself, the audience over-indexes on TurboTax (8.31×), Intuit (14.02×), Workday (7.97×), and Dropbox (service) (8.64×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See QuickBooks audiences in other countries

How to read this data

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