Rascasse Audience Intelligence

Reuters Target Market in United States

A data profile of the people who buy, follow and care about Reuters in United States — modelled from more than twelve digital signal sources. Reuters has an estimated audience of 5,868,069 people in United States.

#600among Brand in United States#28in News

The average Reuters fan in United States is 44.7 years old, balanced, and lives primarily in California.

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

Top brand affinities include Bank of America, Politico, Dropbox (service), with strongest over-indexing on Bank of America (4.09× the country average).

Demographically, the Reuters audience skews balanced with an average age of 44.7, and over-indexes on personality traits such as Patriotism, Career Orientation.

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

The typical Reuters fan in United States is balanced, around 44.7 years old, with strong Patriotism tendencies and a notable affinity for Bank of America.

Category: News · 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 Reuters profile in United States.

Audience size
5.9M
in United States
Gender
46.4%♀
53.6% male
Age
44.7
average years
Country rank
#5809
Brand in United States
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Reuters

46.4% are female, 53.6% are male, average age 44.7.

Fig. 02

Gender split

46.4%
Female
53.6%
Male
Demographic split for Reuters audience in United States
MetricValue
Female46.4%
Male53.6%
Average age44.7
Estimated audience size5,868,069
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the Reuters audience in United States
Age bracketShare%
16-1911%
20-2912%
30-3918%
40-4925%
50+33%
Fig. 04

Worldwide distribution

28.7%

of the worldwide Reuters audience comes from United States.

Worldwide audience distribution share by country for Reuters
CountryShare
United States28.7%
China11.1%
United Kingdom5.7%
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 Reuters audience in United States is strongest.

Fig. 05

Top regions by affinity

Reuters customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~40K2.03×
02Vermont~20K1.57×
03Washington~200K1.53×
04Oregon~100K1.52×
05Montana~20K1.42×
06New Hampshire~30K1.40×
07Maine~30K1.39×
08Massachusetts~200K1.32×
09Virginia~200K1.30×
10Colorado~100K1.29×
11Maryland~100K1.23×
12Idaho~40K1.20×
13Alaska~20K1.20×
14Minnesota~100K1.19×
15New Mexico~40K1.17×
16Hawaii~30K1.15×
17New York~400K1.09×
18Connecticut~70K1.09×
19Wisconsin~100K1.07×
20California~700K1.02×
21Rhode Island~20K1.01×
22Pennsylvania~200K0.98×
23Illinois~200K0.97×
24New Jersey~100K0.96×
25Kansas~40K0.94×
26Delaware~20K0.93×
27Michigan~100K0.92×
28Iowa~50K0.92×
29Wyoming~8K0.91×
30Ohio~200K0.90×
31North Carolina~200K0.90×
32Missouri~80K0.87×
33Nebraska~30K0.87×
34Utah~50K0.86×
35Florida~300K0.83×
36Arizona~100K0.83×
37Tennessee~100K0.80×
38Indiana~90K0.80×
39South Dakota~10K0.80×
40Kentucky~60K0.75×
41West Virginia~20K0.75×
42Texas~400K0.74×
43Oklahoma~50K0.72×
44Arkansas~40K0.71×
45Georgia~100K0.70×
46Nevada~40K0.69×
47South Carolina~60K0.68×
48Alabama~50K0.57×
49Louisiana~40K0.52×
50Mississippi~20K0.48×
Fig. 06

Affinity by region

Affinity by region — Reuters, United States
0.48×1.00×2.03×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Reuters audience
#·InterestCategoryAffinity×
01Harvard Business ReviewBusiness & Career14.03×
02Society6Shopping14.03×
03American FundsBusiness & Career14.03×
04CitigroupBusiness & Career13.93×
05T. Rowe PriceBusiness & Career9.24×
06Dropbox (service)Technology & Electronics8.84×
07George SorosBusiness & Career8.76×
08PoliticoPolitics & Society8.15×
09Asset managementBusiness & Career5.83×
10Bergdorf GoodmanFashion & Accessoires4.10×
11Bank of AmericaBusiness & Career4.09×
12New York PostNews3.80×
13Drudge ReportSports3.43×
14Yahoo!Internet & Social Media3.08×
15Sustainable energyHome & Garden2.95×
16Diane KeatonMovies & TV2.90×
17Renewable energyBusiness & Career2.42×
18Real propertyHome & Garden2.25×
19Online newspaperNews2.25×
20Capital OneBusiness & Career1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Reuters 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 Reuters audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.94×
Career OrientationPOWER1.70×
Need for SecurityCONSERVATISM1.67×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Reuters audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.74×
CreativityOPEN0.79×
DIY MentalityTHRILL0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Reuters's target market in United States?

Reuters's target market in United States covers an estimated 5,868,069 people, concentrated in California and Texas.

02

What is the gender split and age of Reuters customers?

46.4% of the Reuters audience are female, 53.6% are male, with an average age of 44.7 years.

03

Which brands do Reuters fans like most?

Reuters fans show strongest brand affinity for Bank of America (4.09×), Politico (8.15×), and Dropbox (service) (8.84×) over the country average.

04

Where do Reuters fans live in United States?

Reuters fans in United States are most concentrated in California (reach ~700K), Texas (reach ~400K), and New York (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Reuters fans also like?

Beyond Reuters itself, the audience over-indexes on Politico (8.15×), Dropbox (service) (8.84×), Harvard Business Review (14.03×), and Society6 (14.03×) compared to the United States average.

Appendix

Explore more audiences

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

More News audiences in United States

See Reuters audiences in other countries

How to read this data

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