Rascasse Audience Intelligence

Self-help Audience in United States

A data profile of the people who buy, follow and care about Self-help in United States — modelled from more than twelve digital signal sources. Self-help has an estimated audience of 25,954,647 people in United States.

#788among Topic in United States#42in Health

The average Self-help fan in United States is 39.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, North Carolina, New York.

Top brand affinities include Planet Fitness, Self-love, Motivational speaking, with strongest over-indexing on Planet Fitness (3.06× the country average).

Demographically, the Self-help audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Mindfulness, Risk Appetite.

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

The typical Self-help fan in United States is more female, around 39.7 years old, with strong Mindfulness tendencies and a notable affinity for Planet Fitness.

Category: Health · 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-help profile in United States.

Audience size
26M
in United States
Gender
65.9%♀
34.1% male
Age
39.7
average years
Country rank
#1157
Topic in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Self-help fans

65.9% are female, 34.1% are male, average age 39.7.

Fig. 02

Gender split

65.9%
Female
34.1%
Male
Demographic split for Self-help audience in United States
MetricValue
Female65.9%
Male34.1%
Average age39.7
Estimated audience size25,954,647
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Self-help audience in United States
Age bracketShare%
16-1919%
20-2918%
30-3920%
40-4921%
50+21%
Fig. 04

Worldwide distribution

29.7%

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

Worldwide audience distribution share by country for Self-help
CountryShare
United States29.7%
United Kingdom5.3%
Brazil5.2%
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-help audience in United States is strongest.

Fig. 05

Top regions by affinity

Self-help fans by region: top regions in United States
#RegionReachAffinity×
01North Carolina~4.5M5.49×
02Massachusetts~1.5M2.97×
03California~6M2.13×
04South Carolina~700K1.87×
05West Virginia~200K1.69×
06New York~2M1.53×
07New Mexico~200K1.37×
08Illinois~1M1.18×
09Washington~600K1.15×
10Nevada~300K1.09×
11Hawaii~100K1.09×
12Missouri~400K1.03×
13Alaska~60K1.00×
14Kansas~200K0.99×
15Rhode Island~80K0.98×
16Virginia~600K0.97×
17Montana~70K0.96×
18North Dakota~50K0.95×
19Vermont~40K0.95×
20Connecticut~200K0.94×
21South Dakota~60K0.94×
22Washington, District of Columbia~70K0.93×
23Delaware~70K0.91×
24Oklahoma~300K0.90×
25Idaho~100K0.90×
26New Hampshire~90K0.90×
27Maine~80K0.90×
28Pennsylvania~800K0.89×
29Utah~200K0.88×
30Nebraska~100K0.88×
31Wisconsin~300K0.87×
32Kentucky~300K0.87×
33Mississippi~200K0.87×
34Georgia~700K0.85×
35Arkansas~200K0.85×
36Florida~1.5M0.84×
37Louisiana~300K0.83×
38Iowa~200K0.83×
39Ohio~600K0.80×
40Colorado~300K0.80×
41Oregon~200K0.79×
42Tennessee~400K0.77×
43Minnesota~300K0.77×
44Alabama~300K0.77×
45Maryland~300K0.75×
46New Jersey~500K0.74×
47Arizona~400K0.74×
48Indiana~300K0.73×
49Michigan~500K0.68×
50Texas~1.5M0.58×
Fig. 06

Affinity by region

Affinity by region — Self-help, United States
0.58×1.00×5.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Self-help audience
#·InterestCategoryAffinity×
01Changing HabitsHealth8.08×
02Self-healingHealth5.70×
03Motivational speakingBusiness & Career4.38×
04Self-loveHealth3.73×
05Diaper bagKids & Family3.52×
06Self-awarenessHealth3.40×
07Planet FitnessSports3.06×
08InnovationBusiness & Career2.93×
09PhilanthropyArts & Culture2.80×
10Self-employmentBusiness & Career2.67×
11MindfulnessHealth2.60×
12Natural skin careBeauty & Wellness2.49×
13Art exhibitionArts & Culture2.45×
14MetaphysicsBusiness & Career2.29×
15Local foodFood & Beverages1.82×
16Do it yourself (DIY)Home & Garden1.76×
17Quality of lifeHealth1.68×
18MeditationHealth1.62×
19Trader Joe'sShopping1.55×
20PsychologyBusiness & Career1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Self-help 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-help audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE2.63×
Risk AppetiteTHRILL1.58×
Design AffinityPREMIUM1.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Self-help audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.80×
Quality AwarenessPREMIUM0.87×
Family OrientationCONSERVATISM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Self-help has an estimated audience of 25,954,647 people in United States, concentrated in California and North Carolina.

02

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

65.9% of Self-help fans are female, 34.1% are male, with an average age of 39.7 years.

03

Which brands do Self-help fans like most?

Self-help fans show strongest brand affinity for Planet Fitness (3.06×), Self-love (3.73×), and Motivational speaking (4.38×) over the country average.

04

Where do Self-help fans live in United States?

Self-help fans in United States are most concentrated in California (reach ~6M), North Carolina (reach ~4.5M), and New York (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Self-help fans also like?

Beyond Self-help itself, the audience over-indexes on Self-love (3.73×), Motivational speaking (4.38×), Self-awareness (3.4×), and Diaper bag (3.52×) compared to the United States average.

Appendix

Explore more audiences

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

More Health audiences in United States

See Self-help 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-help. 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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →