Sotheby's Audience in United States

Sotheby's logo

Sotheby's has an estimated audience of 2,256,375 people in United States. 47.9% are female, 52.1% are male, average age 41.3. Top regions: New York, California, Florida. Top brand affinities: Justin Rose, John Daly (golfer), Christie's, Richard Mille, Shangri-La.

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 Justin Rose, John Daly (golfer), Christie's, with strongest over-indexing on Justin Rose (14.82× 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 Luxury Orientation, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Brand

Demographics of Sotheby's fans

Demographic split for Sotheby's audience in United States
MetricValue
Female47.9%
Male52.1%
Average age41.3
Estimated audience size2,256,375

Audience persona

The typical Sotheby's fan in United States is balanced, around 41.3 years old, with strong Luxury Orientation tendencies and a notable affinity for Justin Rose.

Top regions in United States

Top regions ranked by reach for Sotheby's in United States
RegionReachAffinity
New York483,7243.84×
California324,4481.31×
Florida176,9851.16×
Texas148,3250.76×
New Jersey96,0461.67×
Massachusetts80,5321.81×
Pennsylvania70,4410.93×
Illinois63,7760.85×
Georgia63,6310.92×
Virginia59,4211.08×
North Carolina55,8740.82×
Connecticut48,0292.12×
Colorado47,8711.35×
Washington46,9041.04×
Maryland44,1671.14×
Ohio44,0540.63×
Michigan39,2390.67×
Arizona35,3760.77×
Tennessee30,5980.68×
Indiana27,1510.66×
South Carolina25,5830.75×
Oregon24,1620.93×
Minnesota23,7950.74×
Missouri23,7090.65×
Kentucky22,0790.78×
Wisconsin21,4540.63×
Louisiana18,7440.64×
Alabama18,7160.59×
Nevada18,3560.84×
Utah17,7060.88×
Washington, District of Columbia17,4112.57×
Oklahoma15,4640.62×
Maine12,7371.58×
New Hampshire11,7601.32×
Rhode Island11,4271.59×
Kansas10,5960.6×
Hawaii10,2261.05×
New Mexico9,6670.85×
Arkansas9,3320.5×
Mississippi8,6440.46×
Vermont8,5532.16×
Iowa8,2900.45×
Idaho7,5910.67×
Montana5,7360.92×
Delaware5,5780.9×
Nebraska4,8350.43×
West Virginia4,2760.41×
Wyoming3,3861.01×
Alaska2,7040.56×
South Dakota1,9910.38×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Sotheby's audience
BrandAffinityCategory
Justin Rose14.82×Sports
John Daly (golfer)13.13×Sports
Christie's19.85×Business & Career
Richard Mille15.9×Fashion & Accessoires
Shangri-La19.82×Travel & Leisure
Sotheby's International Realty19.75×Home & Garden
Gagosian Gallery13.2×Arts & Culture
Zenith12.37×Fashion & Accessoires
Bernhard Langer24.33×Sports
Frieze Art Fair14.22×Arts & Culture
Candice Swanepoel16.11×Fashion & Accessoires
Art auction8.9×Arts & Culture
Koenigsegg11.87×Cars & Mobility
Jim Nantz22.38×Sports
CNN Newsroom7.17×Movies & TV
Google Drive2.1×Technology & Electronics
Professional Golfers Association6.65×Sports
CNN1.66×Movies & TV
National Gallery of Art14.72×Arts & Culture
Mineral3.38×Fashion & Accessoires

Psychographic profile

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

Top personality traits over-indexed by Sotheby's audience
TraitClusterScore
Luxury OrientationPREMIUM3.3
Design AffinityPREMIUM2.8
LGBTQ+ IdentityOPEN1.89
Early Adopter MentalityPOWER1.82
Quality AwarenessPREMIUM1.78
Risk AppetiteTHRILL1.77

Worldwide distribution

Worldwide audience distribution share by country for Sotheby's
CountryShare
United States22.3%
China10.5%
United Kingdom7.7%

See Sotheby's audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Sotheby's have in United States?

Sotheby's has an estimated audience of 2,256,375 people in United States, concentrated in New York and California.

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

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

Which brands do Sotheby's fans like most?

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

Where do Sotheby's fans live in United States?

Sotheby's fans in United States are most concentrated in New York (reach 483,724), California (reach 324,448), and Florida (reach 176,985). These three regions account for the largest share of the active audience.

What other brands do Sotheby's fans also like?

Beyond Sotheby's itself, the audience over-indexes on John Daly (golfer) (13.13×), Christie's (19.85×), Richard Mille (15.9×), and Shangri-La (19.82×) 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 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.