Umbrella Audience in United States

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Umbrella has an estimated audience of 2,984,650 people in United States. 63.5% are female, 36.5% are male, average age 43.4. Top regions: California, Texas, Florida. Top brand affinities: Personal finance, Beverages, Outdoor fireplace, Kohl's, Patio.

The average Umbrella fan in United States is 43.4 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Personal finance, Beverages, Outdoor fireplace, with strongest over-indexing on Personal finance (1.69× the country average). Demographically, the Umbrella audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Design Affinity, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Fashion & Accessoires · Type: Topic

Demographics of Umbrella fans

Demographic split for Umbrella audience in United States
MetricValue
Female63.5%
Male36.5%
Average age43.4
Estimated audience size2,984,650

Audience persona

The typical Umbrella fan in United States is more female, around 43.4 years old, with strong Design Affinity tendencies and a notable affinity for Personal finance.

Top regions in United States

Top regions ranked by reach for Umbrella in United States
RegionReachAffinity
California484,7981.48×
Texas301,2101.17×
Florida229,3771.14×
New York221,2871.33×
Illinois112,4321.13×
Georgia103,4401.13×
Pennsylvania102,2961.02×
Virginia97,4741.34×
North Carolina97,2871.08×
Ohio93,4861.02×
New Jersey86,9371.15×
Michigan85,5531.1×
Massachusetts73,5601.25×
Washington66,7731.12×
Tennessee63,1671.06×
Arizona60,1960.99×
Maryland57,4271.12×
Indiana56,5361.04×
Missouri46,2850.96×
Louisiana45,6361.19×
South Carolina44,5640.99×
Kentucky44,3341.18×
Wisconsin42,9230.96×
Alabama42,8701.03×
Minnesota42,1710.99×
Colorado39,0610.83×
Oregon38,5891.13×
Connecticut30,9831.03×
Oklahoma30,5590.92×
Nevada24,5210.85×
Mississippi24,4040.99×
Utah23,4550.88×
Arkansas22,9030.93×
Iowa21,6700.88×
Kansas21,3120.91×
Hawaii13,4151.05×
Nebraska13,2070.88×
New Mexico12,7930.85×
West Virginia11,9910.86×
Idaho11,9470.8×
Washington, District of Columbia10,7761.2×
New Hampshire9,9430.85×
Rhode Island9,4721×
Maine9,1760.86×
Delaware7,2260.88×
Montana6,1750.75×
Vermont5,4051.03×
South Dakota5,0530.73×
North Dakota4,6490.76×
Alaska4,2070.66×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Umbrella audience
BrandAffinityCategory
Personal finance1.69×Business & Career
Beverages1.55×Food & Beverages
Outdoor fireplace14.45×Home & Garden
Kohl's1.87×Shopping
Patio3.01×Home & Garden
Hobby Lobby1.89×Home & Garden
Garden1.76×Home & Garden
Backyard3.08×Home & Garden
Breaking news1.69×Movies & TV
Handicraft1.78×Home & Garden
Garden furniture3.65×Home & Garden
Chair2.37×Home & Garden
Christmas1.75×Kids & Family
Women's clothing1.59×Fashion & Accessoires
Menards2.21×Home & Garden
Lowe's1.55×Shopping
United States Postal Service1.7×Business & Career
Local news1.71×News
Christmas tree2.51×Kids & Family
God1.57×Politics & Society

Psychographic profile

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

Top personality traits over-indexed by Umbrella audience
TraitClusterScore
Design AffinityPREMIUM1.45
Price SensitivityPREMIUM1.43
ExtroversionTHRILL1.39
Quality AwarenessPREMIUM1.32
TravellingTHRILL1.27
CreativityOPEN1.24

Worldwide distribution

Worldwide audience distribution share by country for Umbrella
CountryShare
United States17.9%
Japan6.4%
United Kingdom5.9%

See Umbrella audiences in other countries

More Fashion & Accessoires audiences in United States

Frequently asked questions

How many fans does Umbrella have in United States?

Umbrella has an estimated audience of 2,984,650 people in United States, concentrated in California and Texas.

What is the gender split and age of Umbrella fans?

63.5% of Umbrella fans are female, 36.5% are male, with an average age of 43.4 years.

Which brands do Umbrella fans like most?

Umbrella fans show strongest brand affinity for Personal finance (1.69×), Beverages (1.55×), and Outdoor fireplace (14.45×) over the country average.

Where do Umbrella fans live in United States?

Umbrella fans in United States are most concentrated in California (reach 484,798), Texas (reach 301,210), and Florida (reach 229,377). These three regions account for the largest share of the active audience.

What other brands do Umbrella fans also like?

Beyond Umbrella itself, the audience over-indexes on Beverages (1.55×), Outdoor fireplace (14.45×), Kohl's (1.87×), and Patio (3.01×) 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 Umbrella. 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.