Small business Audience in United States

Small business logo

Small business has an estimated audience of 63,447,408 people in United States. 51.2% are female, 48.8% are male, average age 42.1. Top regions: California, Texas, Florida. Top brand affinities: Kia Sportage, Houston Astros, Honda HR-V, Staples (Canada), MSN.

The average Small business fan in United States is 42.1 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Kia Sportage, Houston Astros, Honda HR-V, with strongest over-indexing on Kia Sportage (25× the country average). Demographically, the Small business audience skews balanced with an average age of 42.1, and over-indexes on personality traits such as Sustainability, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Topic

Demographics of Small business fans

Demographic split for Small business audience in United States
MetricValue
Female51.2%
Male48.8%
Average age42.1
Estimated audience size63,447,408

Audience persona

The typical Small business fan in United States is balanced, around 42.1 years old, with strong Sustainability tendencies and a notable affinity for Kia Sportage.

Top regions in United States

Top regions ranked by reach for Small business in United States
RegionReachAffinity
California7,864,1311.13×
Texas6,074,7821.11×
Florida4,964,2471.16×
New York4,411,1691.24×
Georgia2,220,8621.14×
North Carolina2,183,5971.14×
Pennsylvania2,064,6870.97×
Illinois1,975,8720.93×
Ohio1,876,6760.96×
Virginia1,865,2051.21×
New Jersey1,651,5651.02×
Michigan1,547,6860.93×
Arizona1,484,2841.15×
Washington1,349,3251.06×
Maryland1,301,7561.19×
Tennessee1,285,6751.01×
Massachusetts1,209,8840.97×
Indiana1,130,4620.98×
Missouri1,081,3461.06×
Colorado1,061,7061.06×
South Carolina958,3751×
Minnesota895,2510.98×
Alabama883,8831×
Wisconsin847,1500.89×
Kentucky779,5130.98×
Louisiana778,1680.95×
Oregon760,8811.05×
Oklahoma687,9650.98×
Connecticut649,6371.02×
Kansas589,9061.18×
Utah523,3590.92×
Nevada521,2690.85×
Iowa518,5420.99×
Arkansas490,5790.94×
Mississippi474,0710.91×
Washington, District of Columbia466,8492.45×
Nebraska289,7450.91×
Idaho287,9350.9×
New Mexico270,9730.85×
West Virginia247,2930.84×
Hawaii223,8390.82×
New Hampshire193,1280.77×
Rhode Island181,3560.9×
Maine181,2460.8×
Montana147,7830.84×
Delaware131,7660.75×
South Dakota120,0170.82×
North Dakota116,8570.9×
Alaska115,8790.85×
Vermont95,9180.86×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Small business audience
BrandAffinityCategory
Kia Sportage25×Cars & Mobility
Houston Astros5.99×Sports
Honda HR-V17.18×Cars & Mobility
Staples (Canada)3.4×Business & Career
MSN2.54×News
Livemusic3.22×Music & Radio
Los Angeles Dodgers4.32×Sports
Pre-school playgroup18.34×Kids & Family
Hobby Lobby1.99×Home & Garden
Entrepreneurship1.63×Business & Career
Google Drive1.97×Technology & Electronics
Lace wig2.68×Beauty & Wellness
Do it yourself (DIY)1.57×Home & Garden
Great Clips2.78×Beauty & Wellness
Jeep Grand Cherokee5×Cars & Mobility
Jack Black5.42×Movies & TV
Aubrey Plaza5.37×Movies & TV
Aldi1.72×Shopping
Best Buy1.71×Shopping
United States Postal Service1.74×Business & Career

Psychographic profile

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

Top personality traits over-indexed by Small business audience
TraitClusterScore
SustainabilityBALANCE1.47
Luxury OrientationPREMIUM1.34
ExtroversionTHRILL1.33
DIY MentalityTHRILL1.3
Design AffinityPREMIUM1.27
Early Adopter MentalityPOWER1.26

Worldwide distribution

Worldwide audience distribution share by country for Small business
CountryShare
United States20.5%
Japan4.5%
Brazil4.3%

See Small business audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Small business have in United States?

Small business has an estimated audience of 63,447,408 people in United States, concentrated in California and Texas.

What is the gender split and age of Small business fans?

51.2% of Small business fans are female, 48.8% are male, with an average age of 42.1 years.

Which brands do Small business fans like most?

Small business fans show strongest brand affinity for Kia Sportage (25×), Houston Astros (5.99×), and Honda HR-V (17.18×) over the country average.

Where do Small business fans live in United States?

Small business fans in United States are most concentrated in California (reach 7,864,131), Texas (reach 6,074,782), and Florida (reach 4,964,247). These three regions account for the largest share of the active audience.

What other brands do Small business fans also like?

Beyond Small business itself, the audience over-indexes on Houston Astros (5.99×), Honda HR-V (17.18×), Staples (Canada) (3.4×), and MSN (2.54×) 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 Small business. 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.