South Asia Audience in United States

South Asia logo

South Asia has an estimated audience of 11,282,377 people in United States. 58.6% are female, 41.4% are male, average age 41.1. Top regions: Texas, California, New York. Top brand affinities: Goop, Nationality, Governor of Michigan, Wok, Urban Outfitters.

The average South Asia fan in United States is 41.1 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, New York. Top brand affinities include Goop, Nationality, Governor of Michigan, with strongest over-indexing on Goop (7.32× the country average). Demographically, the South Asia audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Patriotism, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: POI · Subtype: Region

Demographics of South Asia fans

Demographic split for South Asia audience in United States
MetricValue
Female58.6%
Male41.4%
Average age41.1
Estimated audience size11,282,377

Audience persona

The typical South Asia fan in United States is more female, around 41.1 years old, with strong Patriotism tendencies and a notable affinity for Goop.

Top regions in United States

Top regions ranked by reach for South Asia in United States
RegionReachAffinity
Texas1,951,0382.01×
California1,797,0951.45×
New York878,5951.39×
Florida825,2301.08×
Georgia494,8961.42×
Illinois426,8301.14×
Pennsylvania417,4971.1×
Virginia355,4661.29×
North Carolina343,6661.01×
New Jersey323,6451.13×
Massachusetts312,8551.41×
Washington308,2191.36×
Michigan288,5610.98×
Maryland269,9141.39×
Ohio265,6820.76×
Arizona242,8661.05×
Indiana209,7271.02×
Minnesota184,1481.14×
Tennessee181,6250.8×
South Carolina171,7961.01×
Colorado162,1130.91×
Missouri151,3770.83×
Oregon147,8281.14×
Connecticut138,7081.23×
Wisconsin136,7990.81×
Nevada133,6351.22×
Oklahoma127,5601.02×
Alabama120,2280.76×
Louisiana113,0150.78×
Kentucky108,6820.77×
Utah98,5240.98×
Kansas83,4730.94×
Arkansas72,3620.78×
Hawaii71,7861.48×
Washington, District of Columbia70,7302.09×
Iowa67,2260.72×
Mississippi64,8510.7×
Nebraska51,1440.9×
New Mexico38,1580.67×
New Hampshire34,5840.78×
Rhode Island34,0770.95×
Idaho34,0140.6×
West Virginia33,4070.64×
Delaware30,5170.98×
Maine26,5640.66×
Montana17,1390.55×
Alaska16,6690.69×
South Dakota16,5490.63×
Vermont15,7530.8×
North Dakota11,8170.51×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for South Asia audience
BrandAffinityCategory
Goop7.32×Internet & Social Media
Nationality2.64×Politics & Society
Governor of Michigan8.67×Politics & Society
Wok7.51×Food & Beverages
Urban Outfitters1.98×Shopping
Grinch4.26×Movies & TV
Jeep Wagoneer5.92×Cars & Mobility
Google Home6.34×Technology & Electronics
Hibachi7.7×Food & Beverages
Vocal harmony4.33×Music & Radio
Bank account2.37×Business & Career
Grace Slick7.89×Music & Radio
headspace7.85×Health
UK garage4.58×Music & Radio
Natural rubber1.62×Cars & Mobility
Cherish (group)8.42×Music & Radio
Electrolyte3.59×Health
Israel1.55×Travel & Leisure
El Paso County, Colorado9.16×Travel & Leisure
Fairy godmother5.22×Literature

Psychographic profile

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

Top personality traits over-indexed by South Asia audience
TraitClusterScore
PatriotismCONSERVATISM1.9
LGBTQ+ IdentityOPEN1.5
Community OrientationOPEN1.49
TravellingTHRILL1.48
SpiritualityBALANCE1.45
Early Adopter MentalityPOWER1.34

Worldwide distribution

Worldwide audience distribution share by country for South Asia
CountryShare
India18.1%
United States11.1%
Saudi Arabia3.4%

See South Asia audiences in other countries

More Region audiences in United States

Frequently asked questions

How many fans does South Asia have in United States?

South Asia has an estimated audience of 11,282,377 people in United States, concentrated in Texas and California.

What is the gender split and age of South Asia fans?

58.6% of South Asia fans are female, 41.4% are male, with an average age of 41.1 years.

Which brands do South Asia fans like most?

South Asia fans show strongest brand affinity for Goop (7.32×), Nationality (2.64×), and Governor of Michigan (8.67×) over the country average.

Where do South Asia fans live in United States?

South Asia fans in United States are most concentrated in Texas (reach 1,951,038), California (reach 1,797,095), and New York (reach 878,595). These three regions account for the largest share of the active audience.

What other brands do South Asia fans also like?

Beyond South Asia itself, the audience over-indexes on Nationality (2.64×), Governor of Michigan (8.67×), Wok (7.51×), and Urban Outfitters (1.98×) 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 South Asia. 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.