Rascasse Audience Intelligence

South China Morning Post Audience in United States

A data profile of the people who buy, follow and care about South China Morning Post in United States — modelled from more than twelve digital signal sources. South China Morning Post has an estimated audience of 1,920,684 people in United States.

#34among Newspaper in United States#457among Website / Newspaper / Magazine in United States#93in News

The average South China Morning Post fan in United States is 38.8 years old, more female, and lives primarily in California.

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

Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper

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 South China Morning Post profile in United States.

Audience size
1.9M
in United States
Gender
64.8%♀
35.2% male
Age
38.8
average years
Country rank
#14689
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-37%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of South China Morning Post

64.8% are female, 35.2% are male, average age 38.8.

Fig. 02

Gender split

64.8%
Female
35.2%
Male
Demographic split for South China Morning Post audience in United States
MetricValue
Female64.8%
Male35.2%
Average age38.8
Estimated audience size1,920,684
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the South China Morning Post audience in United States
Age bracketShare%
16-1920%
20-2921%
30-3920%
40-4920%
50+19%
Fig. 04

Worldwide distribution

23.9%

of the worldwide South China Morning Post audience comes from United States.

Worldwide audience distribution share by country for South China Morning Post
CountryShare
United States23.9%
China16.4%
Hong Kong13.2%
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 South China Morning Post audience in United States is strongest.

Fig. 05

Top regions by affinity

South China Morning Post fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~30K5.71×
02Hawaii~20K2.31×
03Massachusetts~90K2.27×
04California~400K2.11×
05Washington~60K1.60×
06New York~200K1.59×
07Virginia~70K1.50×
08New Hampshire~10K1.46×
09Maryland~40K1.24×
10Connecticut~20K1.16×
11Oregon~30K1.13×
12New Jersey~50K1.07×
13Arizona~40K1.05×
14Rhode Island~6K1.04×
15New Mexico~10K1.03×
16Vermont~3K1.03×
17Illinois~60K1.01×
18Idaho~9K0.96×
19Nevada~20K0.95×
20Pennsylvania~60K0.93×
21Alaska~4K0.93×
22Florida~100K0.91×
23South Dakota~4K0.90×
24North Dakota~4K0.90×
25Montana~5K0.89×
26Colorado~30K0.88×
27Maine~6K0.85×
28Delaware~5K0.85×
29Minnesota~20K0.83×
30West Virginia~7K0.83×
31Missouri~30K0.82×
32Utah~10K0.82×
33Texas~100K0.81×
34Indiana~30K0.81×
35Wisconsin~20K0.79×
36Nebraska~8K0.79×
37Mississippi~10K0.77×
38North Carolina~40K0.76×
39Kansas~10K0.76×
40Alabama~20K0.75×
41Arkansas~10K0.75×
42Ohio~40K0.74×
43Georgia~40K0.74×
44Iowa~10K0.72×
45Oklahoma~20K0.71×
46Kentucky~20K0.70×
47Michigan~30K0.69×
48Louisiana~20K0.68×
49Tennessee~30K0.65×
50South Carolina~20K0.64×
Fig. 06

Affinity by region

Affinity by region — South China Morning Post, United States
0.64×1.00×5.71×
Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for South China Morning Post. 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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