Rascasse Audience Intelligence

The Hartford Target Market in United States

A data profile of the people who buy, follow and care about The Hartford in United States — modelled from more than twelve digital signal sources. The Hartford has an estimated audience of 1,909,270 people in United States.

#11among Insurances in United States#1515among Brand in United States#1104in Business & Career

The average The Hartford fan in United States is 44.7 years old, balanced, and lives primarily in New York.

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

Top brand affinities include Hiscox, FlightAware, Nebraska Lottery, with strongest over-indexing on Hiscox (174.08× the country average).

Demographically, the The Hartford audience skews balanced with an average age of 44.7, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

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

The typical The Hartford fan in United States is balanced, around 44.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Hiscox.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 Hartford profile in United States.

Audience size
1.9M
in United States
Gender
54.0%♀
46.0% male
Age
44.7
average years
Country rank
#14764
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of The Hartford

54.0% are female, 46.0% are male, average age 44.7.

Fig. 02

Gender split

54.0%
Female
46.0%
Male
Demographic split for The Hartford audience in United States
MetricValue
Female54.0%
Male46.0%
Average age44.7
Estimated audience size1,909,270
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the The Hartford audience in United States
Age bracketShare%
16-199%
20-2914%
30-3920%
40-4925%
50+32%
Fig. 04

Worldwide distribution

94.6%

of the worldwide The Hartford audience comes from United States.

Worldwide audience distribution share by country for The Hartford
CountryShare
United States94.6%
India1.6%
United Kingdom1.3%
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 Hartford audience in United States is strongest.

Fig. 05

Top regions by affinity

The Hartford customers by region in United States
#RegionReachAffinity×
01Connecticut~100K5.47×
02Vermont~5K1.63×
03South Carolina~40K1.46×
04New York~100K1.43×
05Wisconsin~40K1.43×
06Delaware~7K1.41×
07Massachusetts~40K1.19×
08Rhode Island~7K1.16×
09Maryland~40K1.13×
10New Jersey~50K1.12×
11North Carolina~60K1.11×
12Kentucky~30K1.11×
13Colorado~30K1.07×
14Georgia~60K1.03×
15Indiana~30K1.01×
16New Hampshire~7K1.01×
17Michigan~50K0.97×
18Illinois~60K0.96×
19Arizona~40K0.95×
20Oregon~20K0.95×
21Maine~6K0.95×
22Missouri~30K0.94×
23Utah~20K0.92×
24Virginia~40K0.90×
25Nevada~20K0.88×
26Kansas~10K0.88×
27West Virginia~8K0.87×
28Tennessee~30K0.86×
29Iowa~10K0.85×
30Idaho~8K0.85×
31Texas~100K0.84×
32Pennsylvania~50K0.84×
33Ohio~50K0.84×
34Alabama~20K0.84×
35Florida~100K0.82×
36Montana~4K0.81×
37Mississippi~10K0.79×
38Minnesota~20K0.78×
39Louisiana~20K0.76×
40Arkansas~10K0.76×
41Washington~30K0.74×
42Alaska~3K0.73×
43California~100K0.69×
44Washington, District of Columbia~4K0.69×
45New Mexico~6K0.68×
46Nebraska~6K0.62×
47Oklahoma~10K0.61×
48South Dakota~2K0.57×
49North Dakota~2K0.49×
50Hawaii~4K0.47×
Fig. 06

Affinity by region

Affinity by region — The Hartford, United States
0.47×1.00×5.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for The Hartford audience
#·InterestCategoryAffinity×
01HiscoxBusiness & Career174.08×
02Nebraska LotteryGames71.19×
03EsriTechnology & Electronics51.38×
04LavazzaFood & Beverages32.77×
05FlightAwareTravel & Leisure23.42×
06Friendly'sFood & Beverages21.83×
07Goodyear Tire and Rubber CompanyCars & Mobility20.70×
08Giant EagleShopping13.04×
09Books-A-MillionLiterature11.65×
10State Farm InsuranceBusiness & Career11.64×
11Winn-DixieShopping10.68×
12Sustainable energyHome & Garden6.49×
13Staples (Canada)Business & Career6.17×
14Vehicle insuranceCars & Mobility5.67×
15Renewable energyBusiness & Career5.60×
16FedExBusiness & Career5.58×
17Mortgage loansBusiness & Career5.02×
18Solar energyHome & Garden4.93×
19Bank of AmericaBusiness & Career4.10×
20Discount storesShopping3.94×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the The Hartford 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 Hartford audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.77×
Family OrientationCONSERVATISM2.38×
Quality AwarenessPREMIUM2.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by The Hartford audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.75×
Design AffinityPREMIUM0.75×
Healthy LifestyleBALANCE0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is The Hartford's target market in United States?

The Hartford's target market in United States covers an estimated 1,909,270 people, concentrated in New York and California.

02

What is the gender split and age of The Hartford customers?

54.0% of the The Hartford audience are female, 46.0% are male, with an average age of 44.7 years.

03

Which brands do The Hartford fans like most?

The Hartford fans show strongest brand affinity for Hiscox (174.08×), FlightAware (23.42×), and Nebraska Lottery (71.19×) over the country average.

04

Where do The Hartford fans live in United States?

The Hartford fans in United States are most concentrated in New York (reach ~100K), California (reach ~100K), and Texas (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do The Hartford fans also like?

Beyond The Hartford itself, the audience over-indexes on FlightAware (23.42×), Nebraska Lottery (71.19×), Staples (Canada) (6.17×), and Mortgage loans (5.02×) compared to the United States average.

Appendix

Explore more audiences

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

More Insurances audiences in United States

See The Hartford 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 Hartford. 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.

Scale & coverage
500,000+ ready-to-use audiences across 200+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →