Rascasse Audience Intelligence

Rakuten Target Market in United States

A data profile of the people who buy, follow and care about Rakuten in United States — modelled from more than twelve digital signal sources. Rakuten has an estimated audience of 7,672,948 people in United States.

#21among Video game in United States#480among Brand in United States#125in Shopping

The average Rakuten fan in United States is 33.7 years old, more female, and lives primarily in California.

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

Top brand affinities include Este, Veneto, Beams, The Holiday, with strongest over-indexing on Este, Veneto (29.38× the country average).

Demographically, the Rakuten audience skews more female with an average age of 33.7, and over-indexes on personality traits such as Travelling, Price Sensitivity.

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

The typical Rakuten fan in United States is more female, around 33.7 years old, with strong Travelling tendencies and a notable affinity for Este, Veneto.

Category: Shopping · Type: Brand · Subtype: Video game

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 Rakuten profile in United States.

Audience size
7.7M
in United States
Gender
55.3%♀
44.7% male
Age
33.7
average years
Country rank
#4632
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Rakuten

55.3% are female, 44.7% are male, average age 33.7.

Fig. 02

Gender split

55.3%
Female
44.7%
Male
Demographic split for Rakuten audience in United States
MetricValue
Female55.3%
Male44.7%
Average age33.7
Estimated audience size7,672,948
Fig. 03

Age distribution

Ø 33.7
average years
Age distribution of the Rakuten audience in United States
Age bracketShare%
16-1936%
20-2920%
30-3916%
40-4916%
50+12%
Fig. 04

Worldwide distribution

16.6%

of the worldwide Rakuten audience comes from United States.

Worldwide audience distribution share by country for Rakuten
CountryShare
Japan40.4%
United States16.6%
France12.6%
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 Rakuten audience in United States is strongest.

Fig. 05

Top regions by affinity

Rakuten customers by region in United States
#RegionReachAffinity×
01New Jersey~400K2.31×
02New York~900K2.17×
03Massachusetts~200K1.63×
04Connecticut~100K1.62×
05California~1.5M1.52×
06Pennsylvania~400K1.50×
07Hawaii~50K1.46×
08Delaware~30K1.45×
09Maryland~200K1.43×
10New Hampshire~40K1.35×
11Virginia~200K1.30×
12Rhode Island~30K1.22×
13Washington, District of Columbia~30K1.19×
14Illinois~300K1.13×
15Washington~200K1.12×
16Michigan~200K1.06×
17Wisconsin~100K1.05×
18North Carolina~200K1.01×
19Georgia~200K1.00×
20Florida~500K0.99×
21Vermont~10K0.99×
22Ohio~200K0.95×
23Maine~30K0.94×
24West Virginia~30K0.93×
25Minnesota~100K0.92×
26South Carolina~100K0.89×
27Oregon~80K0.88×
28Texas~600K0.86×
29Kentucky~80K0.85×
30Indiana~100K0.84×
31Alabama~90K0.83×
32Nevada~60K0.83×
33Arizona~100K0.81×
34Tennessee~100K0.80×
35Missouri~100K0.79×
36Iowa~50K0.78×
37North Dakota~10K0.77×
38Utah~50K0.73×
39Colorado~90K0.72×
40Kansas~40K0.71×
41Nebraska~30K0.71×
42South Dakota~10K0.68×
43Louisiana~70K0.67×
44Alaska~10K0.65×
45Arkansas~40K0.64×
46Idaho~20K0.62×
47Mississippi~40K0.61×
48Oklahoma~50K0.56×
49Montana~10K0.56×
50New Mexico~20K0.52×
Fig. 06

Affinity by region

Affinity by region — Rakuten, United States
0.52×1.00×2.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Rakuten audience
#·InterestCategoryAffinity×
01Great Teacher OnizukaLiterature31.95×
02Este, VenetoTravel & Leisure29.38×
03ShineeMusic & Radio26.55×
04Song Hye-kyoFashion & Accessoires25.94×
05BeamsFashion & Accessoires25.09×
06Park Ji-minMusic & Radio24.88×
07JYP EntertainmentMovies & TV21.16×
08Mahidol UniversityBusiness & Career19.65×
09Love marriageKids & Family18.92×
10Chiang MaiTravel & Leisure16.69×
11The HolidayMovies & TV14.93×
12Shōjo mangaLiterature14.79×
13Girls' GenerationMusic & Radio13.86×
14Japanese television dramaMovies & TV13.65×
15AllkpopMusic & Radio12.94×
16EnhypenMusic & Radio12.94×
17BTSMusic & Radio12.64×
18Huda BeautyBeauty & Wellness10.45×
19SalarymanBusiness & Career9.50×
20HusbandKids & Family4.16×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Rakuten 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 Rakuten audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.36×
Price SensitivityPREMIUM1.24×
Convenience OrientationPREMIUM1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Rakuten audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.67×
Community OrientationOPEN0.77×
Need for SecurityCONSERVATISM0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Rakuten's target market in United States?

Rakuten's target market in United States covers an estimated 7,672,948 people, concentrated in California and New York.

02

What is the gender split and age of Rakuten customers?

55.3% of the Rakuten audience are female, 44.7% are male, with an average age of 33.7 years.

03

Which brands do Rakuten fans like most?

Rakuten fans show strongest brand affinity for Este, Veneto (29.38×), Beams (25.09×), and The Holiday (14.93×) over the country average.

04

Where do Rakuten fans live in United States?

Rakuten fans in United States are most concentrated in California (reach ~1.5M), New York (reach ~900K), and Texas (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Rakuten fans also like?

Beyond Rakuten itself, the audience over-indexes on Beams (25.09×), The Holiday (14.93×), BTS (12.64×), and Park Ji-min (24.88×) compared to the United States average.

Appendix

Explore more audiences

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

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See Rakuten audiences in other countries

How to read this data

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