Rascasse Audience Intelligence

Small business Audience in United States

A data profile of the people who buy, follow and care about Small business in United States — modelled from more than twelve digital signal sources. Small business has an estimated audience of 63,447,408 people in United States.

#191among Topic in United States#40in Business & Career

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 Innovation, Google Drive, Foodie, with strongest over-indexing on Innovation (2.73× 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 Risk Appetite, Career Orientation.

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

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

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 Small business profile in United States.

Audience size
63.4M
in United States
Gender
51.2%♀
48.8% male
Age
42.1
average years
Country rank
#253
Topic in United States
Fig. 01

Search interest · 12-month trend

-0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Small business fans

51.2% are female, 48.8% are male, average age 42.1.

Fig. 02

Gender split

51.2%
Female
48.8%
Male
Demographic split for Small business audience in United States
MetricValue
Female51.2%
Male48.8%
Average age42.1
Estimated audience size63,447,408
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the Small business audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3920%
40-4922%
50+27%
Fig. 04

Worldwide distribution

20.5%

of the worldwide Small business audience comes from United States.

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

Fig. 05

Top regions by affinity

Small business fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~400K2.23×
02North Carolina~2.5M1.22×
03Wyoming~100K1.18×
04Virginia~2M1.17×
05Kansas~600K1.16×
06Maryland~1M1.13×
07Oregon~800K1.13×
08Texas~6M1.11×
09New York~4M1.10×
10Minnesota~1M1.10×
11California~7.5M1.09×
12Florida~4.5M1.08×
13Kentucky~900K1.08×
14Arizona~1.5M1.07×
15Indiana~1M1.04×
16Georgia~2M1.03×
17Missouri~1M1.03×
18South Carolina~1M1.03×
19Iowa~500K1.03×
20Ohio~2M1.01×
21Colorado~1M1.01×
22Washington~1.5M1.00×
23New Jersey~1.5M0.99×
24Connecticut~600K0.99×
25Alabama~900K0.97×
26Tennessee~1M0.96×
27Louisiana~800K0.96×
28Pennsylvania~2M0.95×
29Idaho~300K0.95×
30West Virginia~300K0.95×
31Arkansas~500K0.94×
32Nebraska~300K0.94×
33North Dakota~100K0.94×
34Michigan~1.5M0.93×
35Massachusetts~1M0.93×
36Oklahoma~700K0.93×
37Alaska~100K0.93×
38Mississippi~500K0.92×
39Rhode Island~200K0.92×
40New Hampshire~200K0.91×
41Illinois~2M0.90×
42Wisconsin~900K0.90×
43Utah~500K0.90×
44New Mexico~300K0.90×
45Montana~200K0.90×
46South Dakota~100K0.90×
47Hawaii~200K0.88×
48Delaware~200K0.87×
49Maine~200K0.86×
50Nevada~500K0.85×
Fig. 06

Affinity by region

Affinity by region — Small business, United States
0.85×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Small business audience
#·InterestCategoryAffinity×
01InnovationBusiness & Career2.73×
02Self-employmentBusiness & Career2.12×
03Sole proprietorshipBusiness & Career1.98×
04Social media marketingBusiness & Career1.95×
05Compact carCars & Mobility1.94×
06Google DriveTechnology & Electronics1.77×
07PhilanthropyArts & Culture1.70×
08Property finderHome & Garden1.67×
09Labor DayPolitics & Society1.67×
10Career developmentBusiness & Career1.66×
11Political scienceBusiness & Career1.65×
12Risk managementBusiness & Career1.58×
13Art exhibitionArts & Culture1.58×
14Stock marketBusiness & Career1.58×
15FundraisingBusiness & Career1.57×
16NightlifeArts & Culture1.57×
17MeteorologyHome & Garden1.55×
18DrawingHome & Garden1.54×
19FoodieFood & Beverages1.52×
20Talk radioMusic & Radio1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Small business 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 Small business audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.35×
Career OrientationPOWER1.32×
IndulgenceJOY1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Small business audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.91×
Pet OwnershipJOY0.93×
SpiritualityBALANCE0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Small business fans like most?

Small business fans show strongest brand affinity for Innovation (2.73×), Google Drive (1.77×), and Foodie (1.52×) over the country average.

04

Where do Small business fans live in United States?

Small business fans in United States are most concentrated in California (reach ~7.5M), Texas (reach ~6M), and Florida (reach ~4.5M). These three regions account for the largest share of the active audience.

05

What other brands do Small business fans also like?

Beyond Small business itself, the audience over-indexes on Google Drive (1.77×), Foodie (1.52×), Drawing (1.54×), and Social media marketing (1.95×) 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 Small business audiences in other countries

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.

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