Rascasse Audience Intelligence

Upper Midwest Audience in United States

A data profile of the people who buy, follow and care about Upper Midwest in United States — modelled from more than twelve digital signal sources. Upper Midwest has an estimated audience of 1,215,061 people in United States.

#1793among POI in United States#1562in Travel & Leisure

The average Upper Midwest fan in United States is 41.7 years old, more female, and lives primarily in Minnesota.

The audience is concentrated in Minnesota, California, Texas.

Top brand affinities include Minnesota United FC, Minnesota Wild, Minnesota Vikings, with strongest over-indexing on Minnesota United FC (40× the country average).

Demographically, the Upper Midwest audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Community Orientation, DIY Mentality.

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

The typical Upper Midwest fan in United States is more female, around 41.7 years old, with strong Community Orientation tendencies and a notable affinity for Minnesota United FC.

Category: Travel & Leisure · Type: POI

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 Upper Midwest profile in United States.

Audience size
1.2M
in United States
Gender
57.5%♀
42.5% male
Age
41.7
average years
Country rank
#20696
POI in United States
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Upper Midwest fans

57.5% are female, 42.5% are male, average age 41.7.

Fig. 02

Gender split

57.5%
Female
42.5%
Male
Demographic split for Upper Midwest audience in United States
MetricValue
Female57.5%
Male42.5%
Average age41.7
Estimated audience size1,215,061
Fig. 03

Age distribution

Ø 41.7
average years
Age distribution of the Upper Midwest audience in United States
Age bracketShare%
16-1913%
20-2918%
30-3923%
40-4924%
50+23%
Fig. 04

Worldwide distribution

99.6%

of the worldwide Upper Midwest audience comes from United States.

Worldwide audience distribution share by country for Upper Midwest
CountryShare
United States99.6%
Myanmar0.4%
Germany0.1%
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 Upper Midwest audience in United States is strongest.

Fig. 05

Top regions by affinity

Upper Midwest fans by region: top regions in United States
#RegionReachAffinity×
01Minnesota~70K4.13×
02North Dakota~7K2.78×
03Wisconsin~40K2.42×
04South Dakota~7K2.40×
05Iowa~20K1.90×
06Illinois~50K1.28×
07Michigan~40K1.25×
08Nebraska~7K1.10×
09Alaska~3K1.08×
10Vermont~2K1.08×
11Indiana~20K1.06×
12Montana~3K1.00×
13Missouri~20K0.99×
14Washington, District of Columbia~4K0.98×
15Kansas~9K0.97×
16Rhode Island~4K0.96×
17Delaware~3K0.96×
18West Virginia~5K0.95×
19New Hampshire~4K0.94×
20Maine~4K0.94×
21Hawaii~5K0.93×
22Idaho~6K0.92×
23Mississippi~9K0.90×
24New Mexico~5K0.90×
25Ohio~30K0.89×
26Arkansas~9K0.89×
27Oklahoma~10K0.88×
28Kentucky~10K0.85×
29Utah~9K0.84×
30Colorado~20K0.83×
31Louisiana~10K0.83×
32Oregon~10K0.83×
33Connecticut~10K0.83×
34Nevada~10K0.83×
35Alabama~10K0.81×
36South Carolina~10K0.79×
37Tennessee~20K0.78×
38Massachusetts~20K0.76×
39Maryland~20K0.76×
40Arizona~20K0.74×
41Washington~20K0.74×
42Virginia~20K0.72×
43North Carolina~30K0.70×
44Pennsylvania~30K0.68×
45Georgia~30K0.68×
46New Jersey~20K0.68×
47New York~40K0.60×
48Texas~60K0.59×
49Florida~50K0.57×
50California~70K0.51×
Fig. 06

Affinity by region

Affinity by region — Upper Midwest, United States
0.51×1.00×4.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Upper Midwest audience
#·InterestCategoryAffinity×
01Minnesota United FCSports40.00×
02Minnesota WildSports9.39×
03Minnesota TimberwolvesSports6.90×
04Minnesota VikingsSports6.53×
05Liquor storeFood & Beverages5.52×
06ButcherFood & Beverages3.90×
07Minnesota TwinsSports3.77×
08Employment agencyBusiness & Career3.68×
09Garden centreHome & Garden3.34×
10PubFood & Beverages2.11×
11Hardware storeHome & Garden2.10×
12Discount TireShopping2.01×
13Rail transportTravel & Leisure1.93×
14Green Bay PackersSports1.88×
15Nonprofit organizationPolitics & Society1.87×
16Online newspaperNews1.73×
17Britney SpearsMusic & Radio1.68×
18Charitable organizationPolitics & Society1.68×
19GrillingFood & Beverages1.58×
20SupermarketShopping1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Upper Midwest 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 Upper Midwest audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.68×
DIY MentalityTHRILL1.60×
Career OrientationPOWER1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Upper Midwest audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.52×
SustainabilityBALANCE0.63×
Urban LifestyleOPEN0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Upper Midwest have in United States?

Upper Midwest has an estimated audience of 1,215,061 people in United States, concentrated in Minnesota and California.

02

What is the gender split and age of Upper Midwest fans?

57.5% of Upper Midwest fans are female, 42.5% are male, with an average age of 41.7 years.

03

Which brands do Upper Midwest fans like most?

Upper Midwest fans show strongest brand affinity for Minnesota United FC (40×), Minnesota Wild (9.39×), and Minnesota Vikings (6.53×) over the country average.

04

Where do Upper Midwest fans live in United States?

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

05

What other brands do Upper Midwest fans also like?

Beyond Upper Midwest itself, the audience over-indexes on Minnesota Wild (9.39×), Minnesota Vikings (6.53×), Minnesota Timberwolves (6.9×), and Nonprofit organization (1.87×) 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 Upper Midwest. 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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