Rascasse Audience Intelligence

Unum Target Market in United States

A data profile of the people who buy, follow and care about Unum in United States — modelled from more than twelve digital signal sources. Unum has an estimated audience of 1,071,176 people in United States.

#19among Insurances in United States#2300among Brand in United States#1494in Business & Career

The average Unum fan in United States is 47.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Life insurance, Donald Trump, Insurance, with strongest over-indexing on Life insurance (5.12× the country average).

Demographically, the Unum audience skews more female with an average age of 47.4, and over-indexes on personality traits such as Family Orientation, Need for Security.

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

The typical Unum fan in United States is more female, around 47.4 years old, with strong Family Orientation tendencies and a notable affinity for Life insurance.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 Unum profile in United States.

Audience size
1.1M
in United States
Gender
59.6%♀
40.4% male
Age
47.4
average years
Country rank
#22633
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Unum

59.6% are female, 40.4% are male, average age 47.4.

Fig. 02

Gender split

59.6%
Female
40.4%
Male
Demographic split for Unum audience in United States
MetricValue
Female59.6%
Male40.4%
Average age47.4
Estimated audience size1,071,176
Fig. 03

Age distribution

Ø 47.4
average years
Age distribution of the Unum audience in United States
Age bracketShare%
16-190%
20-2914%
30-3916%
40-4941%
50+29%
Fig. 04

Worldwide distribution

67.9%

of the worldwide Unum audience comes from United States.

Worldwide audience distribution share by country for Unum
CountryShare
United States67.9%
Poland20.5%
Saudi Arabia3.6%
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 Unum audience in United States is strongest.

Fig. 05

Top regions by affinity

Unum customers by region in United States
#RegionReachAffinity×
01Maine~20K5.71×
02Tennessee~50K2.24×
03North Dakota~4K1.79×
04South Dakota~4K1.70×
05New Hampshire~5K1.35×
06Kentucky~20K1.33×
07Georgia~40K1.24×
08Mississippi~10K1.24×
09South Carolina~20K1.23×
10Massachusetts~20K1.15×
11Colorado~20K1.10×
12North Carolina~30K1.07×
13Minnesota~20K1.06×
14Wisconsin~20K1.03×
15Alabama~10K1.03×
16Oklahoma~10K1.03×
17Michigan~30K1.02×
18Alaska~2K0.96×
19Louisiana~10K0.95×
20Arkansas~8K0.95×
21Oregon~10K0.94×
22Utah~9K0.93×
23Indiana~20K0.92×
24Ohio~30K0.91×
25Missouri~10K0.87×
26Delaware~2K0.84×
27Virginia~20K0.82×
28Vermont~1K0.79×
29Arizona~20K0.78×
30Pennsylvania~30K0.77×
31Illinois~30K0.75×
32Nebraska~4K0.74×
33West Virginia~4K0.74×
34Washington~10K0.72×
35Kansas~6K0.72×
36Rhode Island~2K0.72×
37Texas~60K0.71×
38Connecticut~7K0.71×
39Florida~50K0.68×
40Idaho~4K0.68×
41Iowa~6K0.67×
42New York~40K0.65×
43New Jersey~20K0.65×
44Maryland~10K0.63×
45Montana~2K0.62×
46California~70K0.59×
47Washington, District of Columbia~2K0.59×
48Nevada~6K0.57×
49New Mexico~3K0.53×
50Hawaii~2K0.52×
Fig. 06

Affinity by region

Affinity by region — Unum, United States
0.52×1.00×5.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Unum audience
#·InterestCategoryAffinity×
01Life insuranceBusiness & Career5.12×
02Health insuranceBusiness & Career4.32×
03Vehicle insuranceCars & Mobility4.24×
04Credit (finance)Business & Career4.08×
05InsuranceBusiness & Career3.07×
06Mortgage loansBusiness & Career2.97×
07BankingBusiness & Career2.92×
08Credit cardsBusiness & Career2.91×
09T-MobileTechnology & Electronics2.85×
10Nonprofit organizationPolitics & Society2.76×
11Breaking newsMovies & TV2.71×
12Health careBusiness & Career2.62×
13CNNMovies & TV2.44×
14SmartphonesTechnology & Electronics2.41×
15MedicineBusiness & Career2.37×
16WalmartShopping2.30×
17Donald TrumpPolitics & Society2.29×
18XInternet & Social Media2.24×
19Home improvementHome & Garden2.14×
20CookingFood & Beverages2.02×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Unum 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 Unum audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM4.52×
Need for SecurityCONSERVATISM3.07×
TraditionCONSERVATISM2.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Unum audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.39×
Design AffinityPREMIUM0.48×
ExtroversionTHRILL0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Unum's target market in United States?

Unum's target market in United States covers an estimated 1,071,176 people, concentrated in California and Texas.

02

What is the gender split and age of Unum customers?

59.6% of the Unum audience are female, 40.4% are male, with an average age of 47.4 years.

03

Which brands do Unum fans like most?

Unum fans show strongest brand affinity for Life insurance (5.12×), Donald Trump (2.29×), and Insurance (3.07×) over the country average.

04

Where do Unum fans live in United States?

Unum fans in United States are most concentrated in California (reach ~70K), Texas (reach ~60K), and Florida (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Unum fans also like?

Beyond Unum itself, the audience over-indexes on Donald Trump (2.29×), Insurance (3.07×), X (2.24×), and Vehicle insurance (4.24×) compared to the United States average.

Appendix

Explore more audiences

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

More Insurances audiences in United States

See Unum audiences in other countries

How to read this data

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