Rascasse Audience Intelligence

Social Audience in United States

A data profile of the people who buy, follow and care about Social in United States — modelled from more than twelve digital signal sources. Social has an estimated audience of 18,381,509 people in United States.

#1258among Topic in United States#103in Politics & Society

The average Social fan in United States is 43.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Genetics, Non-alcoholic beverage, Quality of life, with strongest over-indexing on Genetics (2.34× the country average).

Demographically, the Social audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Community Orientation, Patriotism.

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

The typical Social fan in United States is more female, around 43.6 years old, with strong Community Orientation tendencies and a notable affinity for Genetics.

Category: Politics & Society · 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 Social profile in United States.

Audience size
18.4M
in United States
Gender
63.8%♀
36.2% male
Age
43.6
average years
Country rank
#1828
Topic in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Social fans

63.8% are female, 36.2% are male, average age 43.6.

Fig. 02

Gender split

63.8%
Female
36.2%
Male
Demographic split for Social audience in United States
MetricValue
Female63.8%
Male36.2%
Average age43.6
Estimated audience size18,381,509
Fig. 03

Age distribution

Ø 43.6
average years
Age distribution of the Social audience in United States
Age bracketShare%
16-1912%
20-2915%
30-3919%
40-4924%
50+30%
Fig. 04

Worldwide distribution

25.7%

of the worldwide Social audience comes from United States.

Worldwide audience distribution share by country for Social
CountryShare
United States25.7%
Brazil5.4%
Italy5.3%
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 Social audience in United States is strongest.

Fig. 05

Top regions by affinity

Social fans by region: top regions in United States
#RegionReachAffinity×
01Colorado~700K2.44×
02Nebraska~200K1.95×
03Michigan~900K1.94×
04Louisiana~500K1.94×
05Alabama~500K1.80×
06Missouri~500K1.75×
07Kansas~200K1.46×
08Maryland~400K1.18×
09Arkansas~200K1.09×
10Hawaii~80K1.05×
11Georgia~600K0.98×
12Oklahoma~200K0.97×
13Texas~1.5M0.96×
14Kentucky~200K0.96×
15Mississippi~100K0.96×
16North Dakota~40K0.96×
17California~2M0.95×
18North Carolina~500K0.95×
19Indiana~300K0.93×
20Minnesota~200K0.93×
21Wyoming~30K0.93×
22New Jersey~400K0.90×
23Virginia~400K0.90×
24Florida~1M0.88×
25South Carolina~200K0.88×
26New Mexico~80K0.88×
27South Dakota~40K0.88×
28Illinois~500K0.87×
29Tennessee~300K0.87×
30Wisconsin~200K0.87×
31Idaho~80K0.86×
32Rhode Island~50K0.85×
33Alaska~30K0.85×
34Nevada~100K0.84×
35West Virginia~70K0.84×
36Delaware~40K0.84×
37Pennsylvania~500K0.83×
38Ohio~500K0.82×
39New York~800K0.81×
40Arizona~300K0.80×
41Connecticut~100K0.80×
42Maine~50K0.79×
43Utah~100K0.78×
44Washington~300K0.77×
45Oregon~200K0.76×
46Iowa~100K0.76×
47Washington, District of Columbia~40K0.74×
48Montana~40K0.73×
49Massachusetts~300K0.71×
50New Hampshire~50K0.70×
Fig. 06

Affinity by region

Affinity by region — Social, United States
0.70×1.00×2.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Social audience
#·InterestCategoryAffinity×
01Non-alcoholic beverageFood & Beverages3.28×
02Web serverTechnology & Electronics3.06×
03CappuccinoFood & Beverages2.77×
04Mineral waterFood & Beverages2.66×
05Preventive healthcareHealth2.49×
06Microwave ovenHome & Garden2.46×
07GeneticsKids & Family2.34×
08Real propertyHome & Garden2.22×
09Britney SpearsMusic & Radio2.01×
10PharmacyBusiness & Career1.93×
11Detroit TigersSports1.93×
12Subscription business modelShopping1.79×
13PastryFood & Beverages1.79×
14Charitable organizationPolitics & Society1.78×
15Discount storesShopping1.69×
16TraditionPolitics & Society1.67×
17RadioTechnology & Electronics1.60×
18NostalgiaHome & Garden1.58×
19Quality of lifeHealth1.55×
20Nonprofit organizationPolitics & Society1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Social 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 Social audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.73×
PatriotismCONSERVATISM1.59×
SpiritualityBALANCE1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Social audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.70×
Luxury OrientationPREMIUM0.79×
Social Media UsageJOY0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Social have in United States?

Social has an estimated audience of 18,381,509 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Social fans?

63.8% of Social fans are female, 36.2% are male, with an average age of 43.6 years.

03

Which brands do Social fans like most?

Social fans show strongest brand affinity for Genetics (2.34×), Non-alcoholic beverage (3.28×), and Quality of life (1.55×) over the country average.

04

Where do Social fans live in United States?

Social fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Social fans also like?

Beyond Social itself, the audience over-indexes on Non-alcoholic beverage (3.28×), Quality of life (1.55×), Real property (2.22×), and Nonprofit organization (1.55×) compared to the United States average.

Appendix

Explore more audiences

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

More Politics & Society audiences in United States

See Social audiences in other countries

How to read this data

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