Rascasse Audience Intelligence

TurboTax Target Market in United States

A data profile of the people who buy, follow and care about TurboTax in United States — modelled from more than twelve digital signal sources. TurboTax has an estimated audience of 20,058,197 people in United States.

#168among Brand in United States#186in Business & Career

The average TurboTax fan in United States is 39.8 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include QuickBooks, H&R Block, NASDAQ, with strongest over-indexing on QuickBooks (7.14× the country average).

Demographically, the TurboTax audience skews balanced with an average age of 39.8, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical TurboTax fan in United States is balanced, around 39.8 years old, with strong Need for Security tendencies and a notable affinity for QuickBooks.

Category: Business & Career · Type: Brand

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 TurboTax profile in United States.

Audience size
20.1M
in United States
Gender
48.8%♀
51.2% male
Age
39.8
average years
Country rank
#1645
Brand in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of TurboTax

48.8% are female, 51.2% are male, average age 39.8.

Fig. 02

Gender split

48.8%
Female
51.2%
Male
Demographic split for TurboTax audience in United States
MetricValue
Female48.8%
Male51.2%
Average age39.8
Estimated audience size20,058,197
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the TurboTax audience in United States
Age bracketShare%
16-1918%
20-2918%
30-3922%
40-4920%
50+21%
Fig. 04

Worldwide distribution

90.4%

of the worldwide TurboTax audience comes from United States.

Worldwide audience distribution share by country for TurboTax
CountryShare
United States90.4%
Canada4.3%
China1.2%
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 TurboTax audience in United States is strongest.

Fig. 05

Top regions by affinity

TurboTax customers by region in United States
#RegionReachAffinity×
01Alaska~50K1.28×
02Colorado~400K1.25×
03Idaho~100K1.19×
04West Virginia~100K1.18×
05Washington~500K1.17×
06Oregon~300K1.16×
07New Hampshire~90K1.15×
08Maine~80K1.13×
09Montana~60K1.13×
10New Mexico~100K1.12×
11Tennessee~400K1.11×
12Oklahoma~200K1.10×
13Missouri~300K1.07×
14Indiana~400K1.06×
15Arkansas~200K1.06×
16Wisconsin~300K1.05×
17Alabama~300K1.05×
18Kentucky~300K1.05×
19Vermont~40K1.05×
20North Carolina~600K1.04×
21Utah~200K1.03×
22South Carolina~300K1.02×
23Kansas~200K1.02×
24Texas~1.5M1.01×
25Ohio~600K1.01×
26Mississippi~200K1.01×
27Nebraska~100K1.01×
28Virginia~500K1.00×
29Minnesota~300K0.99×
30South Dakota~50K0.98×
31Georgia~600K0.97×
32Louisiana~200K0.97×
33North Dakota~40K0.97×
34Arizona~400K0.96×
35Maryland~300K0.95×
36Michigan~500K0.93×
37Hawaii~80K0.93×
38Iowa~100K0.91×
39Pennsylvania~600K0.89×
40Delaware~50K0.89×
41Nevada~200K0.88×
42Rhode Island~60K0.87×
43Massachusetts~300K0.86×
44Illinois~600K0.85×
45Connecticut~200K0.85×
46Florida~1M0.84×
47Washington, District of Columbia~50K0.80×
48California~1.5M0.76×
49New York~800K0.70×
50New Jersey~300K0.65×
Fig. 06

Affinity by region

Affinity by region — TurboTax, United States
0.65×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for TurboTax audience
#·InterestCategoryAffinity×
01IntuitTechnology & Electronics7.15×
02QuickBooksHome & Garden7.14×
03Accounting softwareBusiness & Career6.94×
04Enterprise softwareTechnology & Electronics6.78×
05Business softwareBusiness & Career6.58×
06H&R BlockBusiness & Career5.71×
07OneDriveTechnology & Electronics4.45×
08K (anime)Literature3.97×
09NASDAQBusiness & Career3.68×
10FedExBusiness & Career2.75×
11San Francisco Bay AreaTravel & Leisure2.73×
12Staples (Canada)Business & Career2.54×
13United Parcel ServiceBusiness & Career2.46×
14The UPS StoreShopping1.89×
15AutoZoneCars & Mobility1.76×
16RedditInternet & Social Media1.63×
17MemeInternet & Social Media1.54×
18PriceShopping1.54×
19Mitch McConnellPolitics & Society1.53×
20InsuranceBusiness & Career1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the TurboTax 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 TurboTax audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.44×
PatriotismCONSERVATISM1.36×
SpiritualityBALANCE1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by TurboTax audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.79×
Luxury OrientationPREMIUM0.87×
Sports ActivityPOWER0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is TurboTax's target market in United States?

TurboTax's target market in United States covers an estimated 20,058,197 people, concentrated in Texas and California.

02

What is the gender split and age of TurboTax customers?

48.8% of the TurboTax audience are female, 51.2% are male, with an average age of 39.8 years.

03

Which brands do TurboTax fans like most?

TurboTax fans show strongest brand affinity for QuickBooks (7.14×), H&R Block (5.71×), and NASDAQ (3.68×) over the country average.

04

Where do TurboTax fans live in United States?

TurboTax fans in United States are most concentrated in Texas (reach ~1.5M), California (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do TurboTax fans also like?

Beyond TurboTax itself, the audience over-indexes on H&R Block (5.71×), NASDAQ (3.68×), Accounting software (6.94×), and Intuit (7.15×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See TurboTax audiences in other countries

How to read this data

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