Rascasse Audience Intelligence

Self-employment Audience in United States

A data profile of the people who buy, follow and care about Self-employment in United States — modelled from more than twelve digital signal sources. Self-employment has an estimated audience of 19,209,231 people in United States.

#1185among Topic in United States#193in Business & Career

The average Self-employment fan in United States is 42.8 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Female entrepreneur, Social media marketing, Freelancer, with strongest over-indexing on Female entrepreneur (8.16× the country average).

Demographically, the Self-employment audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Luxury Orientation, Mindfulness.

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

The typical Self-employment fan in United States is balanced, around 42.8 years old, with strong Luxury Orientation tendencies and a notable affinity for Female entrepreneur.

Category: Business & Career · 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-employment profile in United States.

Audience size
19.2M
in United States
Gender
45.6%♀
54.4% male
Age
42.8
average years
Country rank
#1727
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Self-employment fans

45.6% are female, 54.4% are male, average age 42.8.

Fig. 02

Gender split

45.6%
Female
54.4%
Male
Demographic split for Self-employment audience in United States
MetricValue
Female45.6%
Male54.4%
Average age42.8
Estimated audience size19,209,231
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the Self-employment audience in United States
Age bracketShare%
16-1910%
20-2918%
30-3921%
40-4924%
50+26%
Fig. 04

Worldwide distribution

18.2%

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

Worldwide audience distribution share by country for Self-employment
CountryShare
United States18.2%
United Kingdom5.7%
India4.9%
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-employment audience in United States is strongest.

Fig. 05

Top regions by affinity

Self-employment fans by region: top regions in United States
#RegionReachAffinity×
01Florida~1.5M1.21×
02Alaska~40K1.09×
03California~2.5M1.08×
04Georgia~600K1.08×
05Massachusetts~400K1.08×
06New York~1M1.05×
07Arkansas~200K1.05×
08Hawaii~90K1.05×
09South Dakota~50K1.04×
10North Dakota~40K1.04×
11Vermont~40K1.04×
12Washington~400K1.03×
13Mississippi~200K1.03×
14Louisiana~300K1.02×
15Montana~50K1.02×
16New Mexico~100K1.00×
17Maine~70K1.00×
18Rhode Island~60K1.00×
19Delaware~50K1.00×
20Texas~1.5M0.99×
21Idaho~100K0.99×
22Nebraska~100K0.99×
23West Virginia~90K0.99×
24North Carolina~600K0.98×
25Alabama~300K0.98×
26New Hampshire~70K0.98×
27Minnesota~300K0.97×
28Oklahoma~200K0.97×
29Washington, District of Columbia~60K0.97×
30New Jersey~500K0.96×
31South Carolina~300K0.96×
32Oregon~200K0.96×
33Connecticut~200K0.96×
34Nevada~200K0.96×
35Kansas~100K0.96×
36Michigan~500K0.95×
37Kentucky~200K0.95×
38Iowa~200K0.95×
39Virginia~400K0.94×
40Indiana~300K0.94×
41Maryland~300K0.94×
42Illinois~600K0.93×
43Arizona~400K0.93×
44Tennessee~400K0.93×
45Colorado~300K0.93×
46Utah~200K0.93×
47Wisconsin~300K0.92×
48Missouri~300K0.91×
49Pennsylvania~600K0.89×
50Ohio~500K0.88×
Fig. 06

Affinity by region

Affinity by region — Self-employment, United States
0.88×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Self-employment audience
#·InterestCategoryAffinity×
01Female entrepreneurBusiness & Career8.16×
02FreelancerBusiness & Career6.88×
03Business opportunityBusiness & Career6.69×
04Social media marketingBusiness & Career5.92×
05Startup companyBusiness & Career3.74×
06Motivational speakingBusiness & Career3.66×
07Digital marketingBusiness & Career3.47×
08Job huntingBusiness & Career3.26×
09Curly HairBeauty & Wellness3.13×
10Mortgage calculatorHome & Garden3.10×
11Self careHealth2.93×
12Property finderHome & Garden2.78×
13Lace wigBeauty & Wellness2.77×
14Men's FitnessSports2.60×
15Healthy habitsHealth2.55×
16Google DriveTechnology & Electronics2.40×
17Small businessBusiness & Career2.12×
18EntrepreneurshipBusiness & Career1.70×
19EmploymentBusiness & Career1.65×
20Social mediaBusiness & Career1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Self-employment 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-employment audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.80×
MindfulnessBALANCE1.64×
Risk AppetiteTHRILL1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Self-employment audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.69×
PatriotismCONSERVATISM0.87×
Need for SecurityCONSERVATISM0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Self-employment has an estimated audience of 19,209,231 people in United States, concentrated in California and Texas.

02

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

45.6% of Self-employment fans are female, 54.4% are male, with an average age of 42.8 years.

03

Which brands do Self-employment fans like most?

Self-employment fans show strongest brand affinity for Female entrepreneur (8.16×), Social media marketing (5.92×), and Freelancer (6.88×) over the country average.

04

Where do Self-employment fans live in United States?

Self-employment fans in United States are most concentrated in California (reach ~2.5M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Self-employment fans also like?

Beyond Self-employment itself, the audience over-indexes on Social media marketing (5.92×), Freelancer (6.88×), Self care (2.93×), and Digital marketing (3.47×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Self-employment 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-employment. 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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