Rascasse Audience Intelligence

Scotland Audience in United States

A data profile of the people who buy, follow and care about Scotland in United States — modelled from more than twelve digital signal sources. Scotland has an estimated audience of 10,196,626 people in United States.

#67among Region in United States#214among POI in United States#309in Travel & Leisure

The average Scotland fan in United States is 44.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Kilt, Sam Heughan, FedEx, with strongest over-indexing on Kilt (26.01× the country average).

Demographically, the Scotland audience skews balanced with an average age of 44.4, and over-indexes on personality traits such as Patriotism, Community Orientation.

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

The typical Scotland fan in United States is balanced, around 44.4 years old, with strong Patriotism tendencies and a notable affinity for Kilt.

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

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 Scotland profile in United States.

Audience size
10.2M
in United States
Gender
54.7%♀
45.3% male
Age
44.4
average years
Country rank
#3503
POI in United States
Fig. 01

Search interest · 12-month trend

+106%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Scotland fans

54.7% are female, 45.3% are male, average age 44.4.

Fig. 02

Gender split

54.7%
Female
45.3%
Male
Demographic split for Scotland audience in United States
MetricValue
Female54.7%
Male45.3%
Average age44.4
Estimated audience size10,196,626
Fig. 03

Age distribution

Ø 44.4
average years
Age distribution of the Scotland audience in United States
Age bracketShare%
16-1912%
20-2915%
30-3917%
40-4922%
50+35%
Fig. 04

Worldwide distribution

17.1%

of the worldwide Scotland audience comes from United States.

Worldwide audience distribution share by country for Scotland
CountryShare
United Kingdom27.8%
United States17.1%
Germany3.5%
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 Scotland audience in United States is strongest.

Fig. 05

Top regions by affinity

Scotland fans by region: top regions in United States
#RegionReachAffinity×
01South Dakota~40K1.68×
02Massachusetts~300K1.57×
03Utah~100K1.21×
04Maine~40K1.20×
05Rhode Island~40K1.18×
06Vermont~20K1.18×
07New Hampshire~50K1.17×
08Montana~30K1.13×
09Alaska~20K1.12×
10Connecticut~100K1.11×
11Washington~200K1.10×
12Virginia~300K1.09×
13Oregon~100K1.09×
14Idaho~60K1.08×
15Colorado~200K1.07×
16North Carolina~300K1.03×
17Washington, District of Columbia~30K1.03×
18Texas~900K0.99×
19Minnesota~100K0.99×
20California~1M0.97×
21Missouri~200K0.97×
22Oklahoma~100K0.97×
23Arkansas~80K0.97×
24New York~500K0.96×
25Florida~700K0.95×
26Maryland~200K0.95×
27Kansas~80K0.95×
28Pennsylvania~300K0.94×
29Georgia~300K0.94×
30Tennessee~200K0.94×
31Kentucky~100K0.94×
32Iowa~80K0.94×
33Arizona~200K0.93×
34Indiana~200K0.93×
35Wisconsin~100K0.93×
36South Carolina~100K0.93×
37New Jersey~200K0.92×
38Illinois~300K0.90×
39Michigan~200K0.90×
40Nebraska~50K0.90×
41Ohio~300K0.89×
42West Virginia~40K0.89×
43North Dakota~20K0.89×
44Alabama~100K0.87×
45New Mexico~40K0.87×
46Hawaii~40K0.87×
47Nevada~80K0.84×
48Delaware~20K0.82×
49Louisiana~100K0.80×
50Mississippi~60K0.73×
Fig. 06

Affinity by region

Affinity by region — Scotland, United States
0.73×1.00×1.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scotland audience
#·InterestCategoryAffinity×
01KiltFashion & Accessoires26.01×
02University of St AndrewsBusiness & Career15.31×
03Sam HeughanMovies & TV11.59×
04American Cruise LinesTravel & Leisure9.95×
05Single malt whiskyFood & Beverages4.92×
06Malt whiskyFood & Beverages4.91×
07Anne HathawayMovies & TV2.68×
08Weather forecastingHome & Garden2.64×
09Robert RedfordMovies & TV2.42×
10CrosswordGames2.39×
11Renewable energyBusiness & Career2.32×
12FedExBusiness & Career2.21×
13WhiskyFood & Beverages2.19×
14Sustainable energyHome & Garden2.16×
15Solar energyHome & Garden1.93×
16InnovationBusiness & Career1.92×
17GeneticsKids & Family1.78×
18Real propertyHome & Garden1.74×
19United Parcel ServiceBusiness & Career1.68×
20CanadaTravel & Leisure1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scotland 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 Scotland audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.08×
Community OrientationOPEN1.57×
Convenience OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scotland audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.85×
Healthy LifestyleBALANCE0.89×
Social Media UsageJOY0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Scotland have in United States?

Scotland has an estimated audience of 10,196,626 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Scotland fans?

54.7% of Scotland fans are female, 45.3% are male, with an average age of 44.4 years.

03

Which brands do Scotland fans like most?

Scotland fans show strongest brand affinity for Kilt (26.01×), Sam Heughan (11.59×), and FedEx (2.21×) over the country average.

04

Where do Scotland fans live in United States?

Scotland fans in United States are most concentrated in California (reach ~1M), Texas (reach ~900K), and Florida (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Scotland fans also like?

Beyond Scotland itself, the audience over-indexes on Sam Heughan (11.59×), FedEx (2.21×), Single malt whisky (4.92×), and American Cruise Lines (9.95×) compared to the United States average.

Appendix

Explore more audiences

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

More Region audiences in United States

See Scotland audiences in other countries

How to read this data

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