Self-defense Audience in United States

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Self-defense has an estimated audience of 17,596,481 people in United States. 26.5% are female, 73.5% are male, average age 37.7. Top regions: California, Texas, Florida. Top brand affinities: Fox News Channel, Shooting sport, Concealed carry in the United States, Concealed carry, Chuck Norris.

The average Self-defense fan in United States is 37.7 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Fox News Channel, Shooting sport, Concealed carry in the United States, with strongest over-indexing on Fox News Channel (2.12× the country average). Demographically, the Self-defense audience skews more male with an average age of 37.7, and over-indexes on personality traits such as Patriotism, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Topic

Demographics of Self-defense fans

Demographic split for Self-defense audience in United States
MetricValue
Female26.5%
Male73.5%
Average age37.7
Estimated audience size17,596,481

Audience persona

The typical Self-defense fan in United States is more male, around 37.7 years old, with strong Patriotism tendencies and a notable affinity for Fox News Channel.

Top regions in United States

Top regions ranked by reach for Self-defense in United States
RegionReachAffinity
California2,331,1431.2×
Texas1,807,2391.19×
Florida1,173,0840.98×
New York988,8731.01×
Pennsylvania666,5661.13×
North Carolina636,2331.2×
Georgia617,8801.14×
Illinois600,9511.03×
Ohio517,3710.95×
Virginia486,4271.13×
New Jersey430,2040.96×
Michigan418,3310.91×
Arizona395,8071.1×
Washington391,9001.11×
Maryland369,8301.22×
Tennessee330,2480.94×
Indiana322,6471×
Massachusetts312,5390.9×
Colorado297,3391.07×
South Carolina290,3661.1×
Alabama282,8411.15×
Missouri270,9130.96×
Minnesota249,3670.99×
Louisiana235,3021.04×
Wisconsin231,7350.88×
Oregon215,3561.07×
Kentucky207,5720.94×
Oklahoma191,0000.98×
Utah181,6551.15×
Connecticut166,3060.94×
Nevada160,3370.94×
Kansas158,1021.14×
Mississippi156,2861.08×
Arkansas154,5781.07×
Iowa151,6021.05×
New Mexico136,0041.54×
Idaho100,8761.14×
Hawaii74,3600.98×
Nebraska70,7880.8×
West Virginia61,0700.75×
New Hampshire59,5330.86×
Washington, District of Columbia50,0040.95×
Rhode Island46,5360.83×
Maine45,1400.72×
Delaware40,4490.83×
Montana38,1610.78×
Alaska33,4760.89×
South Dakota31,7580.78×
North Dakota31,6410.88×
Vermont25,5780.83×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Self-defense audience
BrandAffinityCategory
Fox News Channel2.12×Movies & TV
Shooting sport4.15×Sports
Concealed carry in the United States7.14×Politics & Society
Concealed carry7.51×Politics & Society
Chuck Norris3.22×Movies & TV
AutoZone2.03×Cars & Mobility
Turkey hunting3.09×Sports
Second Amendment to the United States Constitution5.09×Politics & Society
Martial arts2.3×Sports
Duck hunting3.35×Sports
Ultimate Fighting Championship2.26×Sports
Judo4.24×Sports
Training1.74×Sports
Combat sport2.54×Sports
Breaking news1.61×Movies & TV
Mixed martial arts2.21×Sports
Warriors (novel series)2.59×Literature
Trophy hunting2.58×Sports
Constitution4.09×Politics & Society
Survival kit4.91×Health

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Self-defense audience
TraitClusterScore
PatriotismCONSERVATISM2.36
Early Adopter MentalityPOWER1.51
IndividualismJOY1.41
DIY MentalityTHRILL1.19
Sports ActivityPOWER1.14
Need for SecurityCONSERVATISM1.12

Worldwide distribution

Worldwide audience distribution share by country for Self-defense
CountryShare
United States27.1%
Japan4.5%
United Kingdom4.3%

See Self-defense audiences in other countries

More Sports audiences in United States

Frequently asked questions

How many fans does Self-defense have in United States?

Self-defense has an estimated audience of 17,596,481 people in United States, concentrated in California and Texas.

What is the gender split and age of Self-defense fans?

26.5% of Self-defense fans are female, 73.5% are male, with an average age of 37.7 years.

Which brands do Self-defense fans like most?

Self-defense fans show strongest brand affinity for Fox News Channel (2.12×), Shooting sport (4.15×), and Concealed carry in the United States (7.14×) over the country average.

Where do Self-defense fans live in United States?

Self-defense fans in United States are most concentrated in California (reach 2,331,143), Texas (reach 1,807,239), and Florida (reach 1,173,084). These three regions account for the largest share of the active audience.

What other brands do Self-defense fans also like?

Beyond Self-defense itself, the audience over-indexes on Shooting sport (4.15×), Concealed carry in the United States (7.14×), Concealed carry (7.51×), and Chuck Norris (3.22×) compared to the United States average.

How to read this data

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