Southern Living Audience in United States

Southern Living logo

Southern Living has an estimated audience of 412,471 people in United States. 72.1% are female, 27.9% are male, average age 44.7. Top regions: Texas, Georgia, Florida. Top brand affinities: Product design, headspace, Cherish (group), Fairy godmother, Goop.

The average Southern Living fan in United States is 44.7 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, Georgia, Florida. Top brand affinities include Product design, headspace, Cherish (group), with strongest over-indexing on Product design (3.18× the country average). Demographically, the Southern Living audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Design Affinity, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: Website / Newspaper / Magazine

Demographics of Southern Living fans

Demographic split for Southern Living audience in United States
MetricValue
Female72.1%
Male27.9%
Average age44.7
Estimated audience size412,471

Audience persona

The typical Southern Living fan in United States is more female, around 44.7 years old, with strong Design Affinity tendencies and a notable affinity for Product design.

Top regions in United States

Top regions ranked by reach for Southern Living in United States
RegionReachAffinity
Texas42,3591.19×
Georgia28,1102.21×
Florida27,9581×
North Carolina27,9102.25×
Alabama21,3463.7×
Tennessee19,8582.4×
South Carolina19,3373.12×
California15,8310.35×
Virginia15,3611.53×
New York14,4970.63×
Ohio11,2470.89×
Louisiana11,1612.1×
Pennsylvania10,3800.75×
Illinois9,1270.66×
Mississippi8,9202.62×
Kentucky8,6971.68×
Missouri7,5731.14×
Arkansas7,5662.23×
Maryland6,5430.92×
New Jersey6,2950.6×
Michigan5,7760.54×
Oklahoma5,2951.16×
Indiana5,1100.68×
Colorado4,7390.73×
Massachusetts4,2060.52×
Kansas4,0631.25×
Arizona3,8740.46×
Washington3,8380.46×
Wisconsin3,5850.58×
Minnesota3,1400.53×
Connecticut2,4560.59×
Iowa2,2640.67×
Oregon2,1840.46×
Utah1,8840.51×
West Virginia1,7660.92×
Nebraska1,5060.73×
Idaho1,2000.58×
Nevada1,2000.3×
Washington, District of Columbia1,0970.88×
New Mexico1,0970.53×
Rhode Island9680.74×
Delaware9500.83×
New Hampshire9470.58×
Maine7950.54×
Montana7680.67×
Hawaii6320.36×
South Dakota4150.44×
Vermont3780.52×
Alaska3490.4×
North Dakota3340.39×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Southern Living audience
BrandAffinityCategory
Product design3.18×Business & Career
headspace14.59×Health
Cherish (group)16.05×Music & Radio
Fairy godmother10.85×Literature
Goop7.34×Internet & Social Media
Governor of Michigan10.06×Politics & Society
Wok6.75×Food & Beverages
Google Home6.61×Technology & Electronics
Vocal harmony4.48×Music & Radio
Hibachi7.73×Food & Beverages
Historic site4.15×Arts & Culture
Natural rubber1.91×Cars & Mobility
Grace Slick7.92×Music & Radio
Grinch3.54×Movies & TV
Nebraska Cornhuskers football3.01×Sports
Jesse Plemons2.78×Movies & TV
Kikar HaShabbat13.04×News
Pillow1.69×Home & Garden
Mathcore6.01×Music & Radio
Cryptic crossword11.49×Technology & Electronics

Psychographic profile

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

Top personality traits over-indexed by Southern Living audience
TraitClusterScore
Design AffinityPREMIUM1.81
DIY MentalityTHRILL1.59
Family OrientationCONSERVATISM1.41
CreativityOPEN1.34
Price SensitivityPREMIUM1.32
Healthy LifestyleBALANCE1.3

Worldwide distribution

Worldwide audience distribution share by country for Southern Living
CountryShare
United States71.8%
United Kingdom3.4%
Japan2.9%

See Southern Living audiences in other countries

More Travel & Leisure audiences in United States

Frequently asked questions

How many fans does Southern Living have in United States?

Southern Living has an estimated audience of 412,471 people in United States, concentrated in Texas and Georgia.

What is the gender split and age of Southern Living fans?

72.1% of Southern Living fans are female, 27.9% are male, with an average age of 44.7 years.

Which brands do Southern Living fans like most?

Southern Living fans show strongest brand affinity for Product design (3.18×), headspace (14.59×), and Cherish (group) (16.05×) over the country average.

Where do Southern Living fans live in United States?

Southern Living fans in United States are most concentrated in Texas (reach 42,359), Georgia (reach 28,110), and Florida (reach 27,958). These three regions account for the largest share of the active audience.

What other brands do Southern Living fans also like?

Beyond Southern Living itself, the audience over-indexes on headspace (14.59×), Cherish (group) (16.05×), Fairy godmother (10.85×), and Goop (7.34×) 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 Southern Living. 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.