UMI Audience in United States
UMI has an estimated audience of 960,736 people in United States. 61.1% are female, 38.9% are male, average age 30.1. Top brand affinities: Home construction, UK garage, Combat sport, Product design, Bullion.
Top brand affinities include Home construction, UK garage, Combat sport, with strongest over-indexing on Home construction (2.55× the country average). Demographically, the UMI audience skews more female with an average age of 30.1, and over-indexes on personality traits such as LGBTQ+ Identity, Early Adopter Mentality.
Category: Music & Radio · Type: Person · Subtype: Singer-songwriter
Demographics of UMI fans
| Metric | Value |
|---|---|
| Female | 61.1% |
| Male | 38.9% |
| Average age | 30.1 |
| Estimated audience size | 960,736 |
Audience persona
The typical UMI fan in United States is more female, around 30.1 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Home construction.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Home construction | 2.55× | Home & Garden |
| UK garage | 8.86× | Music & Radio |
| Combat sport | 2.51× | Sports |
| Product design | 2.86× | Business & Career |
| Bullion | 11.7× | Business & Career |
| Pro-Ject | 4.09× | Music & Radio |
| Isometric exercise | 8.52× | Sports |
| Staycation | 2.88× | Home & Garden |
| Litter box | 1.78× | Pets & Animals |
| Mortgage insurance | 3.43× | Business & Career |
| Bank account | 1.81× | Business & Career |
| Racing | 1.83× | Cars & Mobility |
| JDSU | 2.06× | Business & Career |
| Stamp collecting | 2.99× | Home & Garden |
| Guy Fieri | 2.39× | Movies & TV |
| RER C | 72.66× | Cars & Mobility |
| Vocal harmony | 2.48× | Music & Radio |
| Kendra Scott | 1.55× | Fashion & Accessoires |
| Mothercare | 1.71× | Kids & Family |
| Nuts (film) | 3.01× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 2.22 |
| Early Adopter Mentality | POWER | 1.32 |
| Mindfulness | BALANCE | 1.24 |
| Extroversion | THRILL | 1.17 |
| Social Media Usage | JOY | 1.16 |
| Healthy Lifestyle | BALANCE | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 28.4% |
| India | 19.8% |
| Japan | 17.1% |
See UMI audiences in other countries
More Singer-songwriter audiences in United States
- GloRilla (18,197,217)
- Billie Eilish (15,190,647)
- Rocket (14,103,157)
- Jessie Murph (13,515,389)
- Tate McRae (13,487,196)
How to read this data
Audience size is the estimated number of people in United States who actively search for UMI. 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.