Rascasse Audience Intelligence

Self-defense Audience in United States

A data profile of the people who buy, follow and care about Self-defense in United States — modelled from more than twelve digital signal sources. Self-defense has an estimated audience of 17,596,481 people in United States.

#1321among Topic in United States#133in Sports

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 Donald Trump, Shooting sport, Concealed carry in the United States, with strongest over-indexing on Donald Trump (1.88× 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, Need for Security.

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

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 Donald Trump.

Category: Sports · Type: Topic

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 Self-defense profile in United States.

Audience size
17.6M
in United States
Gender
26.5%♀
73.5% male
Age
37.7
average years
Country rank
#1927
Topic in United States
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Self-defense fans

26.5% are female, 73.5% are male, average age 37.7.

Fig. 02

Gender split

26.5%
Female
73.5%
Male
Demographic split for Self-defense audience in United States
MetricValue
Female26.5%
Male73.5%
Average age37.7
Estimated audience size17,596,481
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the Self-defense audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3919%
40-4918%
50+19%
Fig. 04

Worldwide distribution

27.1%

of the worldwide Self-defense audience comes from United States.

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

Fig. 05

Top regions by affinity

Self-defense fans by region: top regions in United States
#RegionReachAffinity×
01New Mexico~100K1.30×
02Mississippi~200K1.15×
03Georgia~600K1.13×
04Alabama~300K1.13×
05North Carolina~600K1.12×
06Arkansas~200K1.12×
07Pennsylvania~700K1.11×
08Maryland~300K1.10×
09Texas~1.5M1.08×
10Utah~200K1.08×
11California~2M1.07×
12Louisiana~200K1.06×
13Washington~400K1.05×
14Idaho~90K1.05×
15South Carolina~300K1.04×
16Virginia~400K1.03×
17Arizona~400K1.02×
18Indiana~300K1.00×
19Oregon~200K1.00×
20Iowa~100K1.00×
21Alaska~40K1.00×
22North Dakota~40K1.00×
23New Jersey~400K0.99×
24Minnesota~200K0.99×
25Kentucky~200K0.99×
26Kansas~100K0.99×
27Washington, District of Columbia~50K0.99×
28Illinois~600K0.98×
29Missouri~300K0.98×
30Wisconsin~300K0.98×
31Oklahoma~200K0.98×
32Nevada~200K0.98×
33Montana~50K0.98×
34Colorado~300K0.97×
35Hawaii~70K0.97×
36Delaware~50K0.97×
37South Dakota~40K0.97×
38Ohio~500K0.96×
39Tennessee~300K0.96×
40West Virginia~80K0.95×
41Vermont~30K0.95×
42New York~900K0.94×
43Michigan~400K0.94×
44New Hampshire~70K0.94×
45Florida~1M0.93×
46Nebraska~80K0.93×
47Rhode Island~50K0.93×
48Connecticut~200K0.92×
49Maine~60K0.91×
50Massachusetts~300K0.89×
Fig. 06

Affinity by region

Affinity by region — Self-defense, United States
0.89×1.00×1.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Self-defense audience
#·InterestCategoryAffinity×
01Concealed carryPolitics & Society7.51×
02Concealed carry in the United StatesPolitics & Society7.14×
03Second Amendment to the United States ConstitutionPolitics & Society5.09×
04JudoSports4.24×
05Shooting sportSports4.15×
06Duck huntingSports3.35×
07Chuck NorrisMovies & TV3.22×
08Turkey huntingSports3.09×
09Trophy huntingSports2.58×
10Combat sportSports2.54×
11Martial artsSports2.30×
12Ultimate Fighting ChampionshipSports2.26×
13Mixed martial artsSports2.21×
14Fox News ChannelMovies & TV2.12×
15AutoZoneCars & Mobility2.03×
16Melania TrumpPolitics & Society1.92×
17Donald TrumpPolitics & Society1.88×
18TrainingSports1.74×
19Mitch McConnellPolitics & Society1.62×
20Breaking newsMovies & TV1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Self-defense 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 Self-defense audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM3.18×
Need for SecurityCONSERVATISM1.64×
Risk AppetiteTHRILL1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Self-defense audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.64×
IndulgenceJOY0.84×
CreativityOPEN0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Self-defense fans like most?

Self-defense fans show strongest brand affinity for Donald Trump (1.88×), Shooting sport (4.15×), and Concealed carry in the United States (7.14×) over the country average.

04

Where do Self-defense fans live in United States?

Self-defense fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Sports audiences in United States

See Self-defense audiences in other countries

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.

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