Rascasse Audience Intelligence

Times Higher Education Audience in United States

A data profile of the people who buy, follow and care about Times Higher Education in United States — modelled from more than twelve digital signal sources. Times Higher Education has an estimated audience of 275,697 people in United States.

#1701among Website / Newspaper / Magazine in United States#3091in Business & Career

The average Times Higher Education fan in United States is 31.9 years old, balanced, and lives primarily in California.

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

Top brand affinities include Augmented reality, Google Photos, McKinsey & Company, with strongest over-indexing on Augmented reality (25.17× the country average).

Demographically, the Times Higher Education audience skews balanced with an average age of 31.9, and over-indexes on personality traits such as Early Adopter Mentality, Spirituality.

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

The typical Times Higher Education fan in United States is balanced, around 31.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Augmented reality.

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

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 Times Higher Education profile in United States.

Audience size
276K
in United States
Gender
49.6%♀
50.4% male
Age
31.9
average years
Country rank
#50457
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Times Higher Education

49.6% are female, 50.4% are male, average age 31.9.

Fig. 02

Gender split

49.6%
Female
50.4%
Male
Demographic split for Times Higher Education audience in United States
MetricValue
Female49.6%
Male50.4%
Average age31.9
Estimated audience size275,697
Fig. 03

Age distribution

Ø 31.9
average years
Age distribution of the Times Higher Education audience in United States
Age bracketShare%
16-1950%
20-2912%
30-399%
40-4914%
50+14%
Fig. 04

Worldwide distribution

15.9%

of the worldwide Times Higher Education audience comes from United States.

Worldwide audience distribution share by country for Times Higher Education
CountryShare
United States15.9%
United Kingdom15.5%
India7.8%
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 Times Higher Education audience in United States is strongest.

Fig. 05

Top regions by affinity

Times Higher Education fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~3K3.45×
02Massachusetts~10K1.82×
03New York~20K1.48×
04Vermont<1K1.20×
05Virginia~8K1.18×
06Alaska<1K1.17×
07California~30K1.15×
08North Dakota<1K1.14×
09Maryland~5K1.13×
10Connecticut~3K1.10×
11South Dakota<1K1.09×
12Rhode Island<1K1.08×
13New Jersey~7K1.04×
14Indiana~5K1.04×
15Montana<1K1.03×
16Delaware<1K1.03×
17Pennsylvania~9K1.01×
18West Virginia~1K0.99×
19Hawaii~1K0.99×
20New Hampshire~1K0.99×
21Maine<1K0.99×
22Idaho~1K0.96×
23Washington~5K0.95×
24Illinois~9K0.94×
25New Mexico~1K0.94×
26Nebraska~1K0.94×
27Mississippi~2K0.93×
28Arkansas~2K0.92×
29Oregon~3K0.90×
30Iowa~2K0.90×
31Kansas~2K0.90×
32Oklahoma~3K0.88×
33Nevada~2K0.88×
34Utah~2K0.88×
35Michigan~6K0.87×
36Louisiana~3K0.87×
37Kentucky~3K0.87×
38Alabama~3K0.86×
39Wisconsin~4K0.85×
40Colorado~4K0.84×
41South Carolina~4K0.84×
42Minnesota~3K0.84×
43Tennessee~5K0.83×
44Missouri~4K0.83×
45Arizona~5K0.82×
46North Carolina~7K0.81×
47Georgia~7K0.78×
48Ohio~7K0.77×
49Florida~10K0.66×
50Texas~20K0.65×
Fig. 06

Affinity by region

Affinity by region — Times Higher Education, United States
0.65×1.00×3.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Times Higher Education audience
#·InterestCategoryAffinity×
01McKinsey & CompanyBusiness & Career50.35×
02Massive open online courseBusiness & Career32.51×
03Augmented realityTechnology & Electronics25.17×
04Colgate UniversityBusiness & Career20.60×
05Bordeaux wineFood & Beverages20.00×
06Harvard Business ReviewBusiness & Career17.87×
07Google PhotosTechnology & Electronics17.77×
08Vera FarmigaMovies & TV16.44×
09WordPressTechnology & Electronics16.20×
10Software as a serviceTechnology & Electronics15.57×
11Business schoolBusiness & Career15.38×
12Peter ThielBusiness & Career14.51×
13TechCrunchTechnology & Electronics10.86×
14University of OxfordBusiness & Career10.23×
15BuddhismHealth8.88×
16The EconomistBusiness & Career8.79×
17Olympic sportsSports8.70×
18InnovationBusiness & Career8.37×
19Master's degreeBusiness & Career5.44×
20ActivismPolitics & Society3.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Times Higher Education 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 Times Higher Education audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER3.28×
SpiritualityBALANCE2.53×
Luxury OrientationPREMIUM2.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Times Higher Education audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.77×
Pet OwnershipJOY0.78×
ExtroversionTHRILL0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Times Higher Education have in United States?

Times Higher Education has an estimated audience of 275,697 people in United States, concentrated in California and New York.

02

What is the gender split and age of Times Higher Education fans?

49.6% of Times Higher Education fans are female, 50.4% are male, with an average age of 31.9 years.

03

Which brands do Times Higher Education fans like most?

Times Higher Education fans show strongest brand affinity for Augmented reality (25.17×), Google Photos (17.77×), and McKinsey & Company (50.35×) over the country average.

04

Where do Times Higher Education fans live in United States?

Times Higher Education fans in United States are most concentrated in California (reach ~30K), New York (reach ~20K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Times Higher Education fans also like?

Beyond Times Higher Education itself, the audience over-indexes on Google Photos (17.77×), McKinsey & Company (50.35×), Massive open online course (32.51×), and Innovation (8.37×) 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 Times Higher Education audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Times Higher Education. 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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