Rascasse Audience Intelligence

Sotheby's Target Market in United States

A data profile of the people who buy, follow and care about Sotheby's in United States — modelled from more than twelve digital signal sources. Sotheby's has an estimated audience of 2,268,774 people in United States.

#1295among Brand in United States#999in Business & Career

The average Sotheby's fan in United States is 41.3 years old, balanced, and lives primarily in New York.

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

Top brand affinities include John Daly, Christie's, Justin Rose, with strongest over-indexing on John Daly (13.13× the country average).

Demographically, the Sotheby's audience skews balanced with an average age of 41.3, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

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

The typical Sotheby's fan in United States is balanced, around 41.3 years old, with strong Design Affinity tendencies and a notable affinity for John Daly.

Category: Business & Career · Type: Brand

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 Sotheby's profile in United States.

Audience size
2.3M
in United States
Gender
47.9%♀
52.1% male
Age
41.3
average years
Country rank
#12868
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sotheby's

47.9% are female, 52.1% are male, average age 41.3.

Fig. 02

Gender split

47.9%
Female
52.1%
Male
Demographic split for Sotheby's audience in United States
MetricValue
Female47.9%
Male52.1%
Average age41.3
Estimated audience size2,268,774
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Sotheby's audience in United States
Age bracketShare%
16-1919%
20-2916%
30-3917%
40-4919%
50+29%
Fig. 04

Worldwide distribution

22.3%

of the worldwide Sotheby's audience comes from United States.

Worldwide audience distribution share by country for Sotheby's
CountryShare
United States22.3%
China10.4%
United Kingdom7.7%
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 Sotheby's audience in United States is strongest.

Fig. 05

Top regions by affinity

Sotheby's customers by region in United States
#RegionReachAffinity×
01New York~500K3.85×
02Washington, District of Columbia~20K2.39×
03Connecticut~50K2.15×
04Vermont~8K2.04×
05New Jersey~100K1.69×
06Massachusetts~80K1.69×
07Maine~10K1.54×
08Rhode Island~10K1.47×
09New Hampshire~10K1.28×
10California~300K1.26×
11Colorado~40K1.19×
12Florida~200K1.14×
13Maryland~40K1.14×
14Hawaii~10K1.08×
15Wyoming~4K1.07×
16Virginia~60K1.06×
17Washington~40K0.99×
18Montana~6K0.94×
19Pennsylvania~70K0.93×
20Delaware~6K0.93×
21Oregon~20K0.91×
22Utah~20K0.87×
23New Mexico~10K0.87×
24Georgia~60K0.86×
25Nevada~20K0.85×
26Illinois~60K0.82×
27Kentucky~20K0.82×
28Alaska~4K0.82×
29North Carolina~50K0.79×
30Idaho~9K0.78×
31South Carolina~30K0.77×
32Minnesota~20K0.76×
33South Dakota~4K0.75×
34Texas~100K0.73×
35Arizona~30K0.73×
36Tennessee~30K0.70×
37Louisiana~20K0.69×
38Kansas~10K0.69×
39Missouri~20K0.68×
40West Virginia~7K0.68×
41Ohio~50K0.65×
42Indiana~30K0.65×
43Wisconsin~20K0.65×
44Alabama~20K0.65×
45Oklahoma~20K0.65×
46Arkansas~10K0.65×
47Mississippi~10K0.65×
48Michigan~40K0.64×
49Nebraska~7K0.63×
50Iowa~10K0.59×
Fig. 06

Affinity by region

Affinity by region — Sotheby's, United States
0.59×1.00×3.85×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sotheby's audience
#·InterestCategoryAffinity×
01Jim NantzSports22.38×
02Christie'sBusiness & Career19.85×
03Shangri-LaTravel & Leisure19.82×
04Sotheby's International RealtyHome & Garden19.75×
05RDSMovies & TV17.87×
06Candice SwanepoelFashion & Accessoires16.11×
07Richard MilleFashion & Accessoires15.90×
08Justin RoseSports14.82×
09National Gallery of ArtArts & Culture14.72×
10Frieze Art FairArts & Culture14.22×
11Gagosian GalleryArts & Culture13.20×
12John DalySports13.13×
13ZenithFashion & Accessoires12.37×
14KoenigseggCars & Mobility11.87×
15Art auctionArts & Culture8.90×
16CNN NewsroomMovies & TV7.17×
17Adriana LimaFashion & Accessoires6.66×
18Professional Golfers AssociationSports6.65×
19Mitch McConnellPolitics & Society2.17×
20Google DriveTechnology & Electronics2.10×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sotheby's 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 Sotheby's audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.14×
Luxury OrientationPREMIUM2.00×
Quality AwarenessPREMIUM1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sotheby's audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.99×
Family OrientationCONSERVATISM1.05×
Pet OwnershipJOY1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sotheby's's target market in United States?

Sotheby's's target market in United States covers an estimated 2,268,774 people, concentrated in New York and California.

02

What is the gender split and age of Sotheby's customers?

47.9% of the Sotheby's audience are female, 52.1% are male, with an average age of 41.3 years.

03

Which brands do Sotheby's fans like most?

Sotheby's fans show strongest brand affinity for John Daly (13.13×), Christie's (19.85×), and Justin Rose (14.82×) over the country average.

04

Where do Sotheby's fans live in United States?

Sotheby's fans in United States are most concentrated in New York (reach ~500K), California (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Sotheby's fans also like?

Beyond Sotheby's itself, the audience over-indexes on Christie's (19.85×), Justin Rose (14.82×), Richard Mille (15.9×), and Shangri-La (19.82×) 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 Sotheby's audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →