Rascasse Audience Intelligence

Shopping Audience in United States

A data profile of the people who buy, follow and care about Shopping in United States — modelled from more than twelve digital signal sources. Shopping has an estimated audience of 167,207,223 people in United States.

#7among Lifestyle cluster in United States#8among Topic in United States#2in Shopping

The average Shopping fan in United States is 40.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Demographically, the Shopping audience skews balanced with an average age of 40.2, and over-indexes on personality traits such as Creativity, Tradition.

Category: Shopping · Type: Topic · Subtype: Lifestyle cluster

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 Shopping profile in United States.

Audience size
167.2M
in United States
Gender
54.8%♀
45.2% male
Age
40.2
average years
Country rank
#14
Topic in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Shopping fans

54.8% are female, 45.2% are male, average age 40.2.

Fig. 02

Gender split

54.8%
Female
45.2%
Male
Demographic split for Shopping audience in United States
MetricValue
Female54.8%
Male45.2%
Average age40.2
Estimated audience size167,207,223
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Shopping audience in United States
Age bracketShare%
16-1920%
20-2918%
30-3918%
40-4921%
50+24%
Fig. 04

Worldwide distribution

21.8%

of the worldwide Shopping audience comes from United States.

Worldwide audience distribution share by country for Shopping
CountryShare
United States21.8%
Japan7.1%
India5.9%
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 Shopping audience in United States is strongest.

Fig. 05

Top regions by affinity

Shopping fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~1M2.05×
02Washington, District of Columbia~800K1.57×
03Vermont~400K1.48×
04Wyoming~400K1.42×
05Maine~700K1.22×
06Montana~600K1.22×
07New York~11M1.21×
08Oregon~2.5M1.19×
09Washington~4M1.16×
10Colorado~3M1.14×
11Alaska~400K1.11×
12Wisconsin~3M1.10×
13South Carolina~2.5M1.04×
14New Mexico~900K1.04×
15Virginia~4M1.03×
16Massachusetts~3.5M1.03×
17Illinois~5.5M1.02×
18North Carolina~5M1.02×
19Kansas~1.5M1.00×
20Tennessee~3.5M0.99×
21New Hampshire~700K0.99×
22Missouri~2.5M0.97×
23Minnesota~2.5M0.97×
24Florida~11M0.96×
25Arkansas~1.5M0.96×
26California~17M0.95×
27Iowa~1.5M0.95×
28Utah~1.5M0.92×
29Pennsylvania~5M0.91×
30Michigan~4M0.91×
31Indiana~3M0.91×
32Texas~13M0.89×
33Oklahoma~1.5M0.89×
34Idaho~700K0.89×
35Maryland~2.5M0.88×
36Kentucky~2M0.87×
37West Virginia~700K0.87×
38Georgia~4.5M0.86×
39Arizona~3M0.86×
40Louisiana~2M0.86×
41Ohio~4.5M0.85×
42Rhode Island~500K0.85×
43South Dakota~300K0.85×
44Connecticut~1.5M0.84×
45Nebraska~700K0.84×
46New Jersey~3.5M0.82×
47Nevada~1.5M0.82×
48Alabama~2M0.78×
49Mississippi~1M0.74×
50Delaware~300K0.69×
Fig. 06

Affinity by region

Affinity by region — Shopping, United States
0.69×1.00×2.05×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shopping 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 Shopping audience · What stands out
TraitClusterDeviationScore
CreativityOPEN0.95×
TraditionCONSERVATISM0.94×
IndividualismJOY0.88×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shopping audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.71×
Early Adopter MentalityPOWER0.73×
Luxury OrientationPREMIUM0.73×
0×1.00× baseline2×
Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Shopping audiences in other countries

How to read this data

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