The Wall Street Journal Audience in United States

The Wall Street Journal logo

The Wall Street Journal has an estimated audience of 827,263 people in United States. 48.7% are female, 51.3% are male, average age 43.2. Top regions: California, New York, Texas. Top brand affinities: Google Docs, Friendship, Gmail, Nature, Self-confidence.

The average The Wall Street Journal fan in United States is 43.2 years old, balanced, and lives primarily in California. The audience is concentrated in California, New York, Texas. Top brand affinities include Google Docs, Friendship, Gmail, with strongest over-indexing on Google Docs (4.58× the country average). Demographically, the The Wall Street Journal audience skews balanced with an average age of 43.2, and over-indexes on personality traits such as Career Orientation, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of The Wall Street Journal fans

Demographic split for The Wall Street Journal audience in United States
MetricValue
Female48.7%
Male51.3%
Average age43.2
Estimated audience size827,263

Audience persona

The typical The Wall Street Journal fan in United States is balanced, around 43.2 years old, with strong Career Orientation tendencies and a notable affinity for Google Docs.

Top regions in United States

Top regions ranked by reach for The Wall Street Journal in United States
RegionReachAffinity
California90,7151×
New York81,7811.77×
Texas59,4470.84×
Florida58,4341.04×
Pennsylvania30,9171.11×
Illinois27,8351.01×
Massachusetts26,2261.61×
New Jersey24,8361.18×
Virginia24,7241.23×
Ohio24,5060.96×
Georgia21,0430.83×
Michigan20,5790.95×
North Carolina20,2310.81×
Arizona18,2791.08×
Washington15,7140.95×
Maryland14,8781.05×
Missouri13,4741.01×
Indiana12,9250.86×
Tennessee12,9240.78×
Colorado12,8850.99×
Wisconsin12,6611.02×
South Carolina11,7930.95×
Alabama10,5790.92×
Connecticut10,5321.27×
Minnesota9,6360.81×
Kentucky8,3850.81×
Oregon8,1130.86×
Iowa7,7911.14×
Washington, District of Columbia7,4523×
Kansas7,2541.11×
Nevada6,8030.85×
Louisiana6,7450.63×
Utah6,3760.86×
Oklahoma6,2690.68×
Arkansas4,7260.69×
New Hampshire4,6151.42×
Mississippi4,4720.66×
New Mexico4,2911.03×
Idaho4,1611×
Nebraska3,8510.93×
Maine3,0261.02×
Rhode Island2,7651.05×
West Virginia2,4950.65×
Delaware2,2490.99×
Hawaii2,1000.59×
South Dakota2,0661.08×
Montana1,8600.81×
Vermont1,5641.08×
Alaska1,2700.72×
North Dakota1,0110.59×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for The Wall Street Journal audience
BrandAffinityCategory
Google Docs4.58×Internet & Social Media
Friendship2.62×Kids & Family
Gmail2.93×Internet & Social Media
Nature2.2×Home & Garden
Self-confidence5.74×Health
Education2.04×Business & Career
Fitness and wellness1.57×Sports
Retirement age7.13×Business & Career
U.S. state1.85×Travel & Leisure
Women's fiction5.81×Literature
Money1.98×Business & Career
Gift1.85×Shopping
Investment strategy4.71×Business & Career
Rob Reiner2.76×Movies & TV
Diane Keaton3.36×Movies & TV
Khan Academy4.48×Business & Career
Chase (bank)2.46×Business & Career
LinkedIn1.9×Internet & Social Media
DuckDuckGo4.58×Internet & Social Media
The Gilded Age2.57×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by The Wall Street Journal audience
TraitClusterScore
Career OrientationPOWER1.74
SustainabilityBALANCE1.51
Quality AwarenessPREMIUM1.34
Early Adopter MentalityPOWER1.3
Design AffinityPREMIUM1.18
TravellingTHRILL1.16

Worldwide distribution

Worldwide audience distribution share by country for The Wall Street Journal
CountryShare
China17.0%
India10.0%
Japan7.4%

See The Wall Street Journal audiences in other countries

More Newspaper audiences in United States

Frequently asked questions

How many fans does The Wall Street Journal have in United States?

The Wall Street Journal has an estimated audience of 827,263 people in United States, concentrated in California and New York.

What is the gender split and age of The Wall Street Journal fans?

48.7% of The Wall Street Journal fans are female, 51.3% are male, with an average age of 43.2 years.

Which brands do The Wall Street Journal fans like most?

The Wall Street Journal fans show strongest brand affinity for Google Docs (4.58×), Friendship (2.62×), and Gmail (2.93×) over the country average.

Where do The Wall Street Journal fans live in United States?

The Wall Street Journal fans in United States are most concentrated in California (reach 90,715), New York (reach 81,781), and Texas (reach 59,447). These three regions account for the largest share of the active audience.

What other brands do The Wall Street Journal fans also like?

Beyond The Wall Street Journal itself, the audience over-indexes on Friendship (2.62×), Gmail (2.93×), Nature (2.2×), and Self-confidence (5.74×) 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 The Wall Street Journal. 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.