Smithsonian Institution Audience in United States

Smithsonian Institution logo

Smithsonian Institution has an estimated audience of 1,862,769 people in United States. 50.8% are female, 49.2% are male, average age 47.2. Top regions: Washington, District of Columbia, Virginia, California. Top brand affinities: Hibachi, Wok, Israel, Goop, headspace.

The average Smithsonian Institution fan in United States is 47.2 years old, balanced, and lives primarily in Washington, District of Columbia. The audience is concentrated in Washington, District of Columbia, Virginia, California. Top brand affinities include Hibachi, Wok, Israel, with strongest over-indexing on Hibachi (21.37× the country average). Demographically, the Smithsonian Institution audience skews balanced with an average age of 47.2, and over-indexes on personality traits such as Patriotism, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: NGO / Political Party

Demographics of Smithsonian Institution fans

Demographic split for Smithsonian Institution audience in United States
MetricValue
Female50.8%
Male49.2%
Average age47.2
Estimated audience size1,862,769

Audience persona

The typical Smithsonian Institution fan in United States is balanced, around 47.2 years old, with strong Patriotism tendencies and a notable affinity for Hibachi.

Top regions in United States

Top regions ranked by reach for Smithsonian Institution in United States
RegionReachAffinity
Washington, District of Columbia119,20421.29×
Virginia110,3522.43×
California98,0710.48×
New York83,1770.8×
Maryland82,7892.58×
Texas67,5410.42×
Florida64,9030.51×
Pennsylvania49,8600.79×
North Carolina34,9290.62×
New Jersey31,2080.66×
Illinois30,9110.5×
Georgia30,4740.53×
Ohio27,3810.48×
Massachusetts26,2680.72×
Michigan23,3100.48×
Washington21,2940.57×
Tennessee19,3740.52×
Arizona15,9800.42×
Missouri15,3340.51×
Colorado15,1770.52×
Indiana14,8640.44×
South Carolina13,5980.49×
Oregon13,5360.63×
Wisconsin12,7410.45×
Minnesota12,5750.47×
Alabama11,8340.45×
Kentucky11,3200.48×
Connecticut10,3550.55×
Louisiana10,0760.42×
Nevada8,4640.47×
Oklahoma8,0980.39×
Utah7,0710.42×
Iowa7,0540.46×
Kansas6,9460.47×
Arkansas6,3980.42×
West Virginia6,1210.71×
Mississippi5,9310.39×
Idaho4,1990.45×
Delaware4,1740.81×
New Mexico4,1410.44×
New Hampshire3,8180.52×
Hawaii3,7790.47×
Maine3,7540.56×
Nebraska3,6680.39×
Rhode Island3,3390.56×
Montana2,5100.49×
Vermont1,9840.61×
Alaska1,9200.48×
South Dakota1,8770.44×
North Dakota1,4620.38×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Smithsonian Institution audience
BrandAffinityCategory
Hibachi21.37×Food & Beverages
Wok11.72×Food & Beverages
Israel3.62×Travel & Leisure
Goop7.72×Internet & Social Media
headspace13.2×Health
Google Home8.97×Technology & Electronics
Governor of Michigan9.65×Politics & Society
Urban Outfitters2.36×Shopping
Vocal harmony5.35×Music & Radio
Grace Slick9.92×Music & Radio
Cherish (group)12.33×Music & Radio
Ira Glass19.33×Music & Radio
Goma18.97×Travel & Leisure
Grinch4.06×Movies & TV
Gilbert Burns (fighter)15.26×Sports
Cryptic crossword14.39×Technology & Electronics
Nebraska Cornhuskers football3.21×Sports
Natural rubber1.83×Cars & Mobility
El Paso County, Colorado10.79×Travel & Leisure
Home staging4.37×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by Smithsonian Institution audience
TraitClusterScore
PatriotismCONSERVATISM1.99
SustainabilityBALANCE1.89
Community OrientationOPEN1.53
TravellingTHRILL1.42
TraditionCONSERVATISM1.4
Design AffinityPREMIUM1.4

Worldwide distribution

Worldwide audience distribution share by country for Smithsonian Institution
CountryShare
United States73.2%
United Kingdom4.9%
Canada4.3%

See Smithsonian Institution audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Smithsonian Institution have in United States?

Smithsonian Institution has an estimated audience of 1,862,769 people in United States, concentrated in Washington, District of Columbia and Virginia.

What is the gender split and age of Smithsonian Institution fans?

50.8% of Smithsonian Institution fans are female, 49.2% are male, with an average age of 47.2 years.

Which brands do Smithsonian Institution fans like most?

Smithsonian Institution fans show strongest brand affinity for Hibachi (21.37×), Wok (11.72×), and Israel (3.62×) over the country average.

Where do Smithsonian Institution fans live in United States?

Smithsonian Institution fans in United States are most concentrated in Washington, District of Columbia (reach 119,204), Virginia (reach 110,352), and California (reach 98,071). These three regions account for the largest share of the active audience.

What other brands do Smithsonian Institution fans also like?

Beyond Smithsonian Institution itself, the audience over-indexes on Wok (11.72×), Israel (3.62×), Goop (7.72×), and headspace (13.2×) 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 Smithsonian Institution. 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.