Rascasse Audience Intelligence

Retirement Audience in United States

A data profile of the people who buy, follow and care about Retirement in United States — modelled from more than twelve digital signal sources. Retirement has an estimated audience of 21,363,168 people in United States.

#1035among Topic in United States#170in Business & Career

The average Retirement fan in United States is 51.7 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Mitch McConnell, Retirement planning, Retirement community, with strongest over-indexing on Mitch McConnell (3× the country average).

Demographically, the Retirement audience skews balanced with an average age of 51.7, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Retirement fan in United States is balanced, around 51.7 years old, with strong Patriotism tendencies and a notable affinity for Mitch McConnell.

Category: Business & Career · 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 Retirement profile in United States.

Audience size
21.4M
in United States
Gender
54.4%♀
45.6% male
Age
51.7
average years
Country rank
#1509
Topic in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Retirement fans

54.4% are female, 45.6% are male, average age 51.7.

Fig. 02

Gender split

54.4%
Female
45.6%
Male
Demographic split for Retirement audience in United States
MetricValue
Female54.4%
Male45.6%
Average age51.7
Estimated audience size21,363,168
Fig. 03

Age distribution

Ø 51.7
average years
Age distribution of the Retirement audience in United States
Age bracketShare%
16-194%
20-295%
30-3910%
40-4923%
50+59%
Fig. 04

Worldwide distribution

38.5%

of the worldwide Retirement audience comes from United States.

Worldwide audience distribution share by country for Retirement
CountryShare
United States38.5%
United Kingdom4.9%
Australia3.6%
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 Retirement audience in United States is strongest.

Fig. 05

Top regions by affinity

Retirement fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~200K1.25×
02Arkansas~200K1.20×
03Maryland~400K1.12×
04Louisiana~300K1.11×
05Missouri~400K1.09×
06Wisconsin~400K1.09×
07Kansas~200K1.09×
08New Mexico~100K1.09×
09North Carolina~700K1.07×
10Michigan~600K1.07×
11Alabama~300K1.07×
12West Virginia~100K1.07×
13Virginia~600K1.06×
14South Carolina~300K1.06×
15Hawaii~100K1.05×
16Iowa~200K1.04×
17Nebraska~100K1.03×
18Florida~1.5M1.02×
19Georgia~700K1.02×
20Oklahoma~200K1.02×
21Idaho~100K1.02×
22Ohio~700K1.01×
23Kentucky~300K1.01×
24Delaware~60K1.01×
25Tennessee~400K1.00×
26Oregon~200K1.00×
27New Hampshire~80K1.00×
28Pennsylvania~700K0.99×
29Illinois~700K0.99×
30Indiana~400K0.99×
31Minnesota~300K0.99×
32Maine~80K0.99×
33South Dakota~50K0.99×
34New York~1M0.98×
35New Jersey~500K0.97×
36Arizona~400K0.97×
37Connecticut~200K0.96×
38Nevada~200K0.95×
39California~2M0.94×
40Washington~400K0.94×
41North Dakota~40K0.94×
42Alaska~40K0.93×
43Montana~50K0.92×
44Texas~1.5M0.91×
45Rhode Island~60K0.89×
46Vermont~30K0.89×
47Massachusetts~400K0.88×
48Washington, District of Columbia~60K0.88×
49Colorado~300K0.86×
50Utah~100K0.76×
Fig. 06

Affinity by region

Affinity by region — Retirement, United States
0.76×1.00×1.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Retirement audience
#·InterestCategoryAffinity×
01Retirement ageBusiness & Career8.12×
02Retirement planningBusiness & Career7.17×
03Retirement communityKids & Family6.23×
04Medicare (United States)Health5.11×
05AARPPolitics & Society5.11×
06Social Security (United States)Politics & Society5.11×
07PensionBusiness & Career5.07×
08Baby boomersKids & Family4.88×
09Old agePolitics & Society4.48×
10Charles Schwab CorporationBusiness & Career3.12×
11Mitch McConnellPolitics & Society3.00×
12Yahoo! FinanceBusiness & Career2.73×
13Dick Van DykeMovies & TV2.45×
14MenardsHome & Garden2.40×
15SymptomHealth2.32×
16Melania TrumpPolitics & Society2.29×
17Local newsNews2.09×
18Donald TrumpPolitics & Society1.88×
19Breaking newsMovies & TV1.88×
20TherapyHealth1.80×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Retirement 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 Retirement audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.50×
Need for SecurityCONSERVATISM1.46×
Career OrientationPOWER1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Retirement audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.57×
ExtroversionTHRILL0.62×
Early Adopter MentalityPOWER0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Retirement have in United States?

Retirement has an estimated audience of 21,363,168 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Retirement fans?

54.4% of Retirement fans are female, 45.6% are male, with an average age of 51.7 years.

03

Which brands do Retirement fans like most?

Retirement fans show strongest brand affinity for Mitch McConnell (3×), Retirement planning (7.17×), and Retirement community (6.23×) over the country average.

04

Where do Retirement fans live in United States?

Retirement fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Retirement fans also like?

Beyond Retirement itself, the audience over-indexes on Retirement planning (7.17×), Retirement community (6.23×), Old age (4.48×), and Retirement age (8.12×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Retirement audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →