TurboTax Audience in United States

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TurboTax has an estimated audience of 19,871,418 people in United States. 48.8% are female, 51.2% are male, average age 39.8. Top regions: Texas, California, Florida. Top brand affinities: QuickBooks, H&R Block, NASDAQ, Accounting software, Intuit.

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

Category: Business & Career · Type: Brand

Demographics of TurboTax fans

Demographic split for TurboTax audience in United States
MetricValue
Female48.8%
Male51.2%
Average age39.8
Estimated audience size19,871,418

Audience persona

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.

Top regions in United States

Top regions ranked by reach for TurboTax in United States
RegionReachAffinity
Texas1,830,9281.07×
California1,748,6730.8×
Florida1,186,6740.88×
New York821,8840.74×
North Carolina649,7581.09×
Georgia625,7371.02×
Ohio625,3401.02×
Pennsylvania612,4910.92×
Illinois578,8330.87×
Michigan487,5980.94×
Virginia486,6061.01×
Washington480,3111.2×
Tennessee445,0111.12×
Colorado415,3491.33×
Arizona410,6191.01×
Indiana406,1801.12×
Massachusetts344,7940.88×
Missouri341,6381.07×
New Jersey334,0250.66×
Maryland326,2720.95×
Wisconsin316,1451.06×
South Carolina310,6631.04×
Alabama297,7051.07×
Minnesota289,4431.02×
Kentucky263,8491.06×
Oregon262,5991.15×
Oklahoma250,9511.14×
Louisiana246,2800.96×
Utah181,3051.02×
Arkansas176,6721.08×
Nevada176,1980.92×
Connecticut173,3260.87×
Kansas163,5571.04×
Mississippi160,7670.98×
Iowa148,0290.9×
New Mexico111,4741.12×
Idaho111,3291.12×
West Virginia102,8501.11×
Nebraska100,1461×
New Hampshire84,0451.07×
Maine78,9031.11×
Hawaii78,0530.91×
Montana60,0421.09×
Rhode Island51,8530.82×
Alaska50,6411.19×
Washington, District of Columbia48,4300.81×
Delaware45,3080.83×
South Dakota41,9700.91×
North Dakota36,1350.89×
Vermont35,5501.02×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for TurboTax audience
BrandAffinityCategory
QuickBooks7.14×Home & Garden
H&R Block5.71×Business & Career
NASDAQ3.68×Business & Career
Accounting software6.94×Business & Career
Intuit7.15×Technology & Electronics
FedEx2.75×Business & Career
United Parcel Service2.46×Business & Career
Staples (Canada)2.54×Business & Career
LinkedIn1.76×Internet & Social Media
K (anime)3.97×Literature
AutoZone1.76×Cars & Mobility
OneDrive4.45×Technology & Electronics
Enterprise software6.78×Technology & Electronics
Business software6.58×Business & Career
Meme1.54×Internet & Social Media
The UPS Store1.89×Shopping
Reddit1.63×Internet & Social Media
San Francisco Bay Area2.73×Travel & Leisure
Insurance1.52×Business & Career
Price1.54×Shopping

Psychographic profile

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

Top personality traits over-indexed by TurboTax audience
TraitClusterScore
Need for SecurityCONSERVATISM1.37
Luxury OrientationPREMIUM1.34
Quality AwarenessPREMIUM1.33
Urban LifestyleOPEN1.29
ExtroversionTHRILL1.27
Family OrientationCONSERVATISM1.24

Worldwide distribution

Worldwide audience distribution share by country for TurboTax
CountryShare
United States90.4%
Canada4.5%
China1.2%

See TurboTax audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does TurboTax have in United States?

TurboTax has an estimated audience of 19,871,418 people in United States, concentrated in Texas and California.

What is the gender split and age of TurboTax fans?

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

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.

Where do TurboTax fans live in United States?

TurboTax fans in United States are most concentrated in Texas (reach 1,830,928), California (reach 1,748,673), and Florida (reach 1,186,674). These three regions account for the largest share of the active audience.

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.

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.