Rascasse Audience Intelligence

Salt Lake City Audience in United States

A data profile of the people who buy, follow and care about Salt Lake City in United States — modelled from more than twelve digital signal sources. Salt Lake City has an estimated audience of 9,927,393 people in United States.

#59among City in United States#227among POI in United States#321in Travel & Leisure

The average Salt Lake City fan in United States is 43.2 years old, balanced, and lives primarily in Utah.

The audience is concentrated in Utah, California, Texas.

Top brand affinities include NBA Summer League, FedEx, Sustainable energy, with strongest over-indexing on NBA Summer League (10.55× the country average).

Demographically, the Salt Lake City audience skews balanced with an average age of 43.2, and over-indexes on personality traits such as Patriotism, Family Orientation.

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

The typical Salt Lake City fan in United States is balanced, around 43.2 years old, with strong Patriotism tendencies and a notable affinity for NBA Summer League.

Category: Travel & Leisure · Type: POI · Subtype: City

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 Salt Lake City profile in United States.

Audience size
9.9M
in United States
Gender
52.8%♀
47.2% male
Age
43.2
average years
Country rank
#3609
POI in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Salt Lake City fans

52.8% are female, 47.2% are male, average age 43.2.

Fig. 02

Gender split

52.8%
Female
47.2%
Male
Demographic split for Salt Lake City audience in United States
MetricValue
Female52.8%
Male47.2%
Average age43.2
Estimated audience size9,927,393
Fig. 03

Age distribution

Ø 43.2
average years
Age distribution of the Salt Lake City audience in United States
Age bracketShare%
16-1911%
20-2917%
30-3920%
40-4923%
50+29%
Fig. 04

Worldwide distribution

74.6%

of the worldwide Salt Lake City audience comes from United States.

Worldwide audience distribution share by country for Salt Lake City
CountryShare
United States74.6%
Philippines4.3%
Canada2.4%
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 Salt Lake City audience in United States is strongest.

Fig. 05

Top regions by affinity

Salt Lake City fans by region: top regions in United States
#RegionReachAffinity×
01Utah~1.5M15.03×
02Wyoming~60K4.24×
03Idaho~100K2.77×
04Montana~60K2.05×
05Nevada~200K1.65×
06Colorado~200K1.33×
07New Mexico~50K1.00×
08Washington~200K0.92×
09Arizona~200K0.91×
10Oregon~100K0.87×
11Nebraska~40K0.84×
12South Dakota~20K0.81×
13North Dakota~20K0.76×
14California~800K0.72×
15Alaska~20K0.71×
16Washington, District of Columbia~20K0.63×
17Iowa~50K0.60×
18Kansas~50K0.60×
19Texas~500K0.59×
20Hawaii~30K0.59×
21Illinois~200K0.57×
22Minnesota~80K0.57×
23Massachusetts~100K0.55×
24Missouri~90K0.54×
25Florida~300K0.51×
26New York~300K0.51×
27Wisconsin~80K0.51×
28Oklahoma~60K0.50×
29Arkansas~40K0.50×
30New Hampshire~20K0.50×
31Virginia~100K0.49×
32North Carolina~100K0.48×
33Tennessee~90K0.48×
34Georgia~100K0.47×
35New Jersey~100K0.46×
36Maine~20K0.46×
37Pennsylvania~100K0.44×
38Ohio~100K0.44×
39Indiana~80K0.44×
40Michigan~100K0.43×
41Maryland~70K0.43×
42Louisiana~60K0.43×
43Kentucky~50K0.43×
44Connecticut~40K0.43×
45Rhode Island~10K0.43×
46South Carolina~60K0.42×
47West Virginia~20K0.39×
48Delaware~10K0.39×
49Alabama~50K0.38×
50Mississippi~30K0.38×
Fig. 06

Affinity by region

Affinity by region — Salt Lake City, United States
0.38×1.00×15.03×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Salt Lake City audience
#·InterestCategoryAffinity×
01NBA Summer LeagueSports10.55×
02Baking powderFood & Beverages5.17×
03Sustainable energyHome & Garden3.27×
04Utah JazzSports3.26×
05LotteryGames2.85×
06FedExBusiness & Career2.80×
07Potato chipFood & Beverages2.57×
08Renewable energyBusiness & Career2.30×
09InnovationBusiness & Career2.26×
10Diaper bagKids & Family2.21×
11Masters TournamentSports2.17×
12Solar energyHome & Garden2.13×
13Ski resortTravel & Leisure2.13×
14CBS SportsMovies & TV2.03×
15Microwave ovenHome & Garden1.94×
16Mortgage loansBusiness & Career1.92×
17Real propertyHome & Garden1.88×
18Planet FitnessSports1.72×
19Pizza HutFood & Beverages1.67×
20ThanksgivingKids & Family1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Salt Lake City 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 Salt Lake City audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.88×
Family OrientationCONSERVATISM1.67×
Convenience OrientationPREMIUM1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Salt Lake City audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.84×
CreativityOPEN0.91×
Pet OwnershipJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Salt Lake City have in United States?

Salt Lake City has an estimated audience of 9,927,393 people in United States, concentrated in Utah and California.

02

What is the gender split and age of Salt Lake City fans?

52.8% of Salt Lake City fans are female, 47.2% are male, with an average age of 43.2 years.

03

Which brands do Salt Lake City fans like most?

Salt Lake City fans show strongest brand affinity for NBA Summer League (10.55×), FedEx (2.8×), and Sustainable energy (3.27×) over the country average.

04

Where do Salt Lake City fans live in United States?

Salt Lake City fans in United States are most concentrated in Utah (reach ~1.5M), California (reach ~800K), and Texas (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Salt Lake City fans also like?

Beyond Salt Lake City itself, the audience over-indexes on FedEx (2.8×), Sustainable energy (3.27×), Mortgage loans (1.92×), and Planet Fitness (1.72×) compared to the United States average.

Appendix

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How to read this data

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