Rascasse Audience Intelligence

The Economist Audience in United States

A data profile of the people who buy, follow and care about The Economist in United States — modelled from more than twelve digital signal sources. The Economist has an estimated audience of 8,971,242 people in United States.

#3among Business news in United States#106among Website / Newspaper / Magazine in United States#386in Business & Career

The average The Economist fan in United States is 40.1 years old, balanced, and lives primarily in California.

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

Top brand affinities include Burger King, Chipotle Mexican Grill, Wendy's, with strongest over-indexing on Burger King (4.37× the country average).

Demographically, the The Economist audience skews balanced with an average age of 40.1, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical The Economist fan in United States is balanced, around 40.1 years old, with strong Career Orientation tendencies and a notable affinity for Burger King.

Category: Business & Career · Type: Website / Newspaper / Magazine · Subtype: Business news

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 The Economist profile in United States.

Audience size
9M
in United States
Gender
50.9%♀
49.1% male
Age
40.1
average years
Country rank
#3987
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of The Economist

50.9% are female, 49.1% are male, average age 40.1.

Fig. 02

Gender split

50.9%
Female
49.1%
Male
Demographic split for The Economist audience in United States
MetricValue
Female50.9%
Male49.1%
Average age40.1
Estimated audience size8,971,242
Fig. 03

Age distribution

Ø 40.1
average years
Age distribution of the The Economist audience in United States
Age bracketShare%
16-1919%
20-2919%
30-3919%
40-4920%
50+24%
Fig. 04

Worldwide distribution

30.4%

of the worldwide The Economist audience comes from United States.

Worldwide audience distribution share by country for The Economist
CountryShare
United States30.4%
United Kingdom8.3%
Germany4.7%
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 The Economist audience in United States is strongest.

Fig. 05

Top regions by affinity

The Economist fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~200K6.12×
02Massachusetts~300K1.88×
03New York~900K1.78×
04Vermont~30K1.71×
05Colorado~200K1.56×
06Virginia~300K1.46×
07California~1.5M1.41×
08Washington~300K1.41×
09Connecticut~100K1.34×
10Maryland~200K1.23×
11Oregon~100K1.23×
12Rhode Island~30K1.20×
13New Hampshire~40K1.18×
14Illinois~300K1.16×
15Maine~40K1.16×
16Hawaii~40K1.12×
17New Jersey~200K1.05×
18Utah~80K1.04×
19Idaho~50K1.02×
20Pennsylvania~300K0.95×
21Montana~20K0.92×
22Alaska~20K0.92×
23Minnesota~100K0.91×
24Wisconsin~100K0.85×
25New Mexico~40K0.85×
26Florida~500K0.84×
27North Carolina~200K0.82×
28Delaware~20K0.82×
29Georgia~200K0.77×
30Texas~600K0.76×
31Arizona~100K0.72×
32Michigan~200K0.68×
33Nevada~60K0.68×
34Nebraska~30K0.68×
35Missouri~100K0.66×
36Ohio~200K0.64×
37Indiana~100K0.64×
38Kansas~50K0.64×
39North Dakota~10K0.64×
40South Dakota~10K0.63×
41South Carolina~80K0.62×
42Tennessee~100K0.58×
43Iowa~40K0.58×
44Oklahoma~50K0.55×
45Kentucky~60K0.54×
46West Virginia~20K0.54×
47Arkansas~40K0.53×
48Alabama~60K0.51×
49Louisiana~60K0.51×
50Mississippi~40K0.49×
Fig. 06

Affinity by region

Affinity by region — The Economist, United States
0.49×1.00×6.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for The Economist audience
#·InterestCategoryAffinity×
01Small business softwareBusiness & Career9.54×
02WSJ.Business & Career8.30×
03Ronald McDonaldFood & Beverages6.32×
04White Castle (restaurant)Food & Beverages5.96×
05Chipotle Mexican GrillFood & Beverages4.74×
06Burger KingFood & Beverages4.37×
07Wendy'sFood & Beverages3.83×
08French friesFood & Beverages3.26×
09McDonald'sFood & Beverages3.12×
10Bank of AmericaBusiness & Career2.33×
11RedditInternet & Social Media2.12×
12Nancy MacePolitics & Society2.02×
13Lindsey GrahamPolitics & Society1.86×
14Taco BellFood & Beverages1.76×
15Pizza HutFood & Beverages1.73×
16Mitch McConnellPolitics & Society1.60×
17Chick-fil-AFood & Beverages1.56×
18Dollar GeneralShopping1.55×
19AldiShopping1.54×
20Sam's ClubShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the The Economist 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 The Economist audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.41×
Need for SecurityCONSERVATISM1.21×
Convenience OrientationPREMIUM1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by The Economist audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.74×
Design AffinityPREMIUM0.75×
ExtroversionTHRILL0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does The Economist have in United States?

The Economist has an estimated audience of 8,971,242 people in United States, concentrated in California and New York.

02

What is the gender split and age of The Economist fans?

50.9% of The Economist fans are female, 49.1% are male, with an average age of 40.1 years.

03

Which brands do The Economist fans like most?

The Economist fans show strongest brand affinity for Burger King (4.37×), Chipotle Mexican Grill (4.74×), and Wendy's (3.83×) over the country average.

04

Where do The Economist fans live in United States?

The Economist fans in United States are most concentrated in California (reach ~1.5M), New York (reach ~900K), and Texas (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do The Economist fans also like?

Beyond The Economist itself, the audience over-indexes on Chipotle Mexican Grill (4.74×), Wendy's (3.83×), McDonald's (3.12×), and WSJ. (8.3×) compared to the United States average.

Appendix

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Related profiles, rankings and the same audience in other markets.

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See The Economist audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for The Economist. 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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