Rascasse Audience Intelligence

University of Massachusetts Amherst Audience in United States

A data profile of the people who buy, follow and care about University of Massachusetts Amherst in United States — modelled from more than twelve digital signal sources. University of Massachusetts Amherst has an estimated audience of 557,336 people in United States.

#242among University in United States#3518among POI in United States#2137in Business & Career

The average University of Massachusetts Amherst fan in United States is 36.0 years old, balanced, and lives primarily in Massachusetts.

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

Top brand affinities include Colgate University, FlightAware, Little Richard, with strongest over-indexing on Colgate University (27.01× the country average).

Demographically, the University of Massachusetts Amherst audience skews balanced with an average age of 36.0, and over-indexes on personality traits such as Patriotism, Sustainability.

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

The typical University of Massachusetts Amherst fan in United States is balanced, around 36.0 years old, with strong Patriotism tendencies and a notable affinity for Colgate University.

Category: Business & Career · Type: POI · Subtype: University

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 University of Massachusetts Amherst profile in United States.

Audience size
557K
in United States
Gender
54.6%♀
45.4% male
Age
36.0
average years
Country rank
#34360
POI in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of University of Massachusetts Amherst fans

54.6% are female, 45.4% are male, average age 36.0.

Fig. 02

Gender split

54.6%
Female
45.4%
Male
Demographic split for University of Massachusetts Amherst audience in United States
MetricValue
Female54.6%
Male45.4%
Average age36.0
Estimated audience size557,336
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the University of Massachusetts Amherst audience in United States
Age bracketShare%
16-1935%
20-2914%
30-3914%
40-4919%
50+18%
Fig. 04

Worldwide distribution

77.9%

of the worldwide University of Massachusetts Amherst audience comes from United States.

Worldwide audience distribution share by country for University of Massachusetts Amherst
CountryShare
United States77.9%
Japan2.9%
India2.5%
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 University of Massachusetts Amherst audience in United States is strongest.

Fig. 05

Top regions by affinity

University of Massachusetts Amherst fans by region: top regions in United States
#RegionReachAffinity×
01Massachusetts~200K16.12×
02New Hampshire~9K4.16×
03Connecticut~20K4.10×
04Rhode Island~7K3.96×
05Vermont~3K3.39×
06Maine~4K2.22×
07New Jersey~20K1.49×
08New York~40K1.41×
09Washington, District of Columbia~2K1.11×
10Maryland~8K0.81×
11Virginia~9K0.68×
12Delaware~1K0.65×
13Pennsylvania~10K0.64×
14Alaska<1K0.57×
15North Dakota<1K0.55×
16South Dakota<1K0.54×
17Hawaii~1K0.52×
18Montana<1K0.49×
19Washington~5K0.47×
20California~30K0.46×
21North Carolina~7K0.43×
22West Virginia~1K0.43×
23Illinois~7K0.40×
24Colorado~4K0.40×
25Idaho~1K0.40×
26Mississippi~2K0.38×
27New Mexico~1K0.38×
28Nebraska~1K0.38×
29Oregon~2K0.36×
30Minnesota~3K0.35×
31Arkansas~2K0.35×
32Iowa~2K0.35×
33Kansas~2K0.35×
34South Carolina~3K0.34×
35Georgia~6K0.33×
36Florida~10K0.32×
37Indiana~3K0.32×
38Wisconsin~3K0.32×
39Utah~2K0.32×
40Louisiana~2K0.31×
41Kentucky~2K0.31×
42Oklahoma~2K0.31×
43Nevada~2K0.31×
44Texas~10K0.30×
45Ohio~5K0.30×
46Missouri~3K0.30×
47Michigan~4K0.29×
48Tennessee~3K0.29×
49Arizona~3K0.28×
50Alabama~2K0.28×
Fig. 06

Affinity by region

Affinity by region — University of Massachusetts Amherst, United States
0.28×1.00×16.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for University of Massachusetts Amherst audience
#·InterestCategoryAffinity×
01University of Rhode IslandBusiness & Career57.05×
02University of Hawaii at ManoaBusiness & Career46.96×
03Little RichardMusic & Radio29.21×
04Colgate UniversityBusiness & Career27.01×
05Brown UniversityBusiness & Career22.69×
06Boston CollegeBusiness & Career21.96×
07University of PittsburghBusiness & Career16.56×
08Carnegie Mellon UniversityBusiness & Career15.18×
09Buddy HollyMusic & Radio12.96×
10FlightAwareTravel & Leisure12.47×
11Duke UniversityBusiness & Career10.72×
12Michigan State UniversityBusiness & Career10.47×
13Boston BruinsSports7.76×
14Sustainable energyHome & Garden5.76×
15Renewable energyBusiness & Career4.54×
16FedExBusiness & Career4.33×
17Mortgage loansBusiness & Career3.09×
18Planet FitnessSports2.55×
19AirbnbTravel & Leisure2.15×
20PinterestInternet & Social Media1.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the University of Massachusetts Amherst 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 University of Massachusetts Amherst audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.95×
SustainabilityBALANCE1.91×
Convenience OrientationPREMIUM1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by University of Massachusetts Amherst audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.75×
Pet OwnershipJOY0.80×
ExtroversionTHRILL0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does University of Massachusetts Amherst have in United States?

University of Massachusetts Amherst has an estimated audience of 557,336 people in United States, concentrated in Massachusetts and New York.

02

What is the gender split and age of University of Massachusetts Amherst fans?

54.6% of University of Massachusetts Amherst fans are female, 45.4% are male, with an average age of 36.0 years.

03

Which brands do University of Massachusetts Amherst fans like most?

University of Massachusetts Amherst fans show strongest brand affinity for Colgate University (27.01×), FlightAware (12.47×), and Little Richard (29.21×) over the country average.

04

Where do University of Massachusetts Amherst fans live in United States?

University of Massachusetts Amherst fans in United States are most concentrated in Massachusetts (reach ~200K), New York (reach ~40K), and California (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do University of Massachusetts Amherst fans also like?

Beyond University of Massachusetts Amherst itself, the audience over-indexes on FlightAware (12.47×), Little Richard (29.21×), University of Rhode Island (57.05×), and University of Hawaii at Manoa (46.96×) compared to the United States average.

Appendix

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How to read this data

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