Rascasse Audience Intelligence

UMI Audience in United States

A data profile of the people who buy, follow and care about UMI in United States — modelled from more than twelve digital signal sources. UMI has an estimated audience of 989,614 people in United States.

#444among Singer-songwriter in United States#5327among Person in United States#3086in Music & Radio

The average UMI fan in United States is 30.3 years old, more female, and lives primarily in California.

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

Top brand affinities include Charlie Puth, Notebook, Teyana Taylor, with strongest over-indexing on Charlie Puth (312.74× the country average).

Demographically, the UMI audience skews more female with an average age of 30.3, and over-indexes on personality traits such as Tradition, Mindfulness.

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

The typical UMI fan in United States is more female, around 30.3 years old, with strong Tradition tendencies and a notable affinity for Charlie Puth.

Category: Music & Radio · Type: Person · Subtype: Singer-songwriter

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 UMI profile in United States.

Audience size
990K
in United States
Gender
61.0%♀
39.0% male
Age
30.3
average years
Country rank
#23838
Person in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of UMI fans

61.0% are female, 39.0% are male, average age 30.3.

Fig. 02

Gender split

61.0%
Female
39.0%
Male
Demographic split for UMI audience in United States
MetricValue
Female61.0%
Male39.0%
Average age30.3
Estimated audience size989,614
Fig. 03

Age distribution

Ø 30.3
average years
Age distribution of the UMI audience in United States
Age bracketShare%
16-1946%
20-2922%
30-3914%
40-4910%
50+8%
Fig. 04

Worldwide distribution

27.6%

of the worldwide UMI audience comes from United States.

Worldwide audience distribution share by country for UMI
CountryShare
United States27.6%
India19.6%
Japan16.2%
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 UMI audience in United States is strongest.

Fig. 05

Top regions by affinity

UMI fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~60K7.52×
02Georgia~100K4.07×
03Kansas~30K3.98×
04New Jersey~60K2.31×
05Maryland~30K1.92×
06North Carolina~50K1.90×
07Delaware~5K1.84×
08South Carolina~20K1.50×
09New York~80K1.49×
10Hawaii~6K1.44×
11Indiana~20K1.39×
12Pennsylvania~40K1.37×
13Virginia~30K1.34×
14Louisiana~20K1.31×
15California~100K1.21×
16Alabama~20K1.21×
17Washington, District of Columbia~4K1.21×
18Washington~20K1.00×
19Idaho~5K0.94×
20Illinois~30K0.92×
21South Dakota~2K0.81×
22Alaska~2K0.80×
23North Dakota~2K0.79×
24Wisconsin~10K0.78×
25Vermont~1K0.78×
26Maine~3K0.74×
27Montana~2K0.70×
28Rhode Island~2K0.65×
29New Mexico~3K0.64×
30West Virginia~3K0.64×
31New Hampshire~2K0.64×
32Florida~40K0.63×
33Nebraska~3K0.62×
34Texas~50K0.61×
35Missouri~9K0.56×
36Connecticut~5K0.55×
37Utah~5K0.54×
38Arkansas~4K0.53×
39Ohio~20K0.52×
40Tennessee~10K0.52×
41Massachusetts~10K0.51×
42Iowa~4K0.51×
43Nevada~5K0.50×
44Oklahoma~5K0.48×
45Oregon~5K0.47×
46Michigan~10K0.46×
47Kentucky~5K0.46×
48Minnesota~5K0.39×
49Colorado~6K0.38×
50Arizona~7K0.36×
Fig. 06

Affinity by region

Affinity by region — UMI, United States
0.36×1.00×7.52×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for UMI audience
#·InterestCategoryAffinity×
01Charlie PuthMusic & Radio312.74×
02BildNews22.71×
03NotebookTechnology & Electronics20.41×
04Bryson TillerMusic & Radio17.92×
05Chicago MedMovies & TV13.27×
06Teyana TaylorMovies & TV12.57×
07Toyota SupraCars & Mobility11.37×
08Charli XCXMusic & Radio11.27×
09KehlaniMusic & Radio11.12×
10Anthony JoshuaSports10.30×
11Rick and MortyMovies & TV10.28×
12Doctor StrangeLiterature9.24×
13Dungeons & DragonsGames8.30×
14Hair ExtensionsBeauty & Wellness6.76×
15TikTokInternet & Social Media2.78×
16ClothingFashion & Accessoires2.54×
17Consumer electronicsTechnology & Electronics2.47×
18CosmeticsBeauty & Wellness2.17×
19VehiclesCars & Mobility1.89×
20Online shoppingShopping1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the UMI 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 UMI audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.71×
MindfulnessBALANCE1.66×
Price SensitivityPREMIUM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by UMI audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.64×
DIY MentalityTHRILL0.66×
SustainabilityBALANCE0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does UMI have in United States?

UMI has an estimated audience of 989,614 people in United States, concentrated in California and Georgia.

02

What is the gender split and age of UMI fans?

61.0% of UMI fans are female, 39.0% are male, with an average age of 30.3 years.

03

Which brands do UMI fans like most?

UMI fans show strongest brand affinity for Charlie Puth (312.74×), Notebook (20.41×), and Teyana Taylor (12.57×) over the country average.

04

Where do UMI fans live in United States?

UMI fans in United States are most concentrated in California (reach ~100K), Georgia (reach ~100K), and New York (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do UMI fans also like?

Beyond UMI itself, the audience over-indexes on Notebook (20.41×), Teyana Taylor (12.57×), Rick and Morty (10.28×), and Hair Extensions (6.76×) compared to the United States average.

Appendix

Explore more audiences

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

More Singer-songwriter audiences in United States

See UMI audiences in other countries

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.

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