Rascasse Audience Intelligence

San Francisco Audience in United States

A data profile of the people who buy, follow and care about San Francisco in United States — modelled from more than twelve digital signal sources. San Francisco has an estimated audience of 27,487,732 people in United States.

#10among City in United States#53among POI in United States#92in Travel & Leisure

The average San Francisco fan in United States is 40.8 years old, more female, and lives primarily in California.

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

Top brand affinities include Airbnb, Mortgage loans, Pinterest, with strongest over-indexing on Airbnb (2.31× the country average).

Demographically, the San Francisco audience skews more female with an average age of 40.8, and over-indexes on personality traits such as Early Adopter Mentality, Indulgence.

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

The typical San Francisco fan in United States is more female, around 40.8 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Airbnb.

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 San Francisco profile in United States.

Audience size
27.5M
in United States
Gender
55.6%♀
44.4% male
Age
40.8
average years
Country rank
#1066
POI in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of San Francisco fans

55.6% are female, 44.4% are male, average age 40.8.

Fig. 02

Gender split

55.6%
Female
44.4%
Male
Demographic split for San Francisco audience in United States
MetricValue
Female55.6%
Male44.4%
Average age40.8
Estimated audience size27,487,732
Fig. 03

Age distribution

Ø 40.8
average years
Age distribution of the San Francisco audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3920%
40-4922%
50+24%
Fig. 04

Worldwide distribution

47.2%

of the worldwide San Francisco audience comes from United States.

Worldwide audience distribution share by country for San Francisco
CountryShare
United States47.2%
Japan4.4%
United Kingdom4.4%
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 San Francisco audience in United States is strongest.

Fig. 05

Top regions by affinity

San Francisco fans by region: top regions in United States
#RegionReachAffinity×
01California~20M6.48×
02Nevada~500K1.94×
03Washington~900K1.62×
04Oregon~500K1.62×
05Washington, District of Columbia~100K1.45×
06Arizona~800K1.38×
07Hawaii~200K1.28×
08Utah~300K1.27×
09Colorado~500K1.14×
10Alaska~70K1.12×
11Massachusetts~600K1.08×
12Idaho~100K1.07×
13New York~1.5M1.06×
14Illinois~900K1.02×
15Texas~2.5M0.98×
16New Mexico~100K0.96×
17Virginia~600K0.94×
18Minnesota~400K0.93×
19Montana~70K0.89×
20New Jersey~600K0.88×
21Georgia~700K0.85×
22Florida~1.5M0.84×
23Maryland~400K0.84×
24Connecticut~200K0.81×
25Kansas~200K0.79×
26Michigan~600K0.78×
27Missouri~300K0.78×
28Pennsylvania~700K0.77×
29North Carolina~600K0.76×
30Indiana~400K0.74×
31Wisconsin~300K0.74×
32Louisiana~300K0.74×
33Nebraska~100K0.74×
34New Hampshire~80K0.73×
35Vermont~40K0.73×
36Ohio~600K0.72×
37Iowa~200K0.72×
38Tennessee~400K0.70×
39Alabama~300K0.69×
40Rhode Island~60K0.69×
41South Dakota~40K0.69×
42Arkansas~200K0.68×
43Maine~70K0.68×
44North Dakota~40K0.67×
45Oklahoma~200K0.66×
46South Carolina~300K0.65×
47Kentucky~200K0.62×
48Delaware~50K0.61×
49Mississippi~100K0.57×
50West Virginia~70K0.51×
Fig. 06

Affinity by region

Affinity by region — San Francisco, United States
0.51×1.00×6.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for San Francisco audience
#·InterestCategoryAffinity×
01Renewable energyBusiness & Career2.74×
02Car rentalsCars & Mobility2.55×
03Sustainable energyHome & Garden2.39×
04FedExBusiness & Career2.38×
05PoshmarkShopping2.36×
06AirbnbTravel & Leisure2.31×
07First class travelTravel & Leisure2.31×
08Mortgage loansBusiness & Career2.23×
09InnovationBusiness & Career2.12×
10Google DriveTechnology & Electronics1.95×
11LodgingTravel & Leisure1.93×
12Solar energyHome & Garden1.91×
13ULTA BeautyBeauty & Wellness1.86×
14Discount storesShopping1.80×
15IKEAHome & Garden1.74×
16Trader Joe'sShopping1.73×
17PinterestInternet & Social Media1.69×
18Shopping mallsShopping1.69×
19Nordstrom rackFashion & Accessoires1.66×
20CVS PharmacyShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the San Francisco 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 San Francisco audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.47×
IndulgenceJOY1.46×
Convenience OrientationPREMIUM1.40×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by San Francisco audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.78×
Healthy LifestyleBALANCE0.92×
Pet OwnershipJOY0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does San Francisco have in United States?

San Francisco has an estimated audience of 27,487,732 people in United States, concentrated in California and Texas.

02

What is the gender split and age of San Francisco fans?

55.6% of San Francisco fans are female, 44.4% are male, with an average age of 40.8 years.

03

Which brands do San Francisco fans like most?

San Francisco fans show strongest brand affinity for Airbnb (2.31×), Mortgage loans (2.23×), and Pinterest (1.69×) over the country average.

04

Where do San Francisco fans live in United States?

San Francisco fans in United States are most concentrated in California (reach ~20M), Texas (reach ~2.5M), and New York (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do San Francisco fans also like?

Beyond San Francisco itself, the audience over-indexes on Mortgage loans (2.23×), Pinterest (1.69×), Google Drive (1.95×), and FedEx (2.38×) 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 San Francisco. 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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