Rascasse Audience Intelligence

Upstate New York Audience in United States

A data profile of the people who buy, follow and care about Upstate New York in United States — modelled from more than twelve digital signal sources. Upstate New York has an estimated audience of 4,038,036 people in United States.

#584among POI in United States#668in Travel & Leisure

The average Upstate New York fan in United States is 45.0 years old, more female, and lives primarily in New York.

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

Top brand affinities include Buffalo Sabres, FedEx, Nonprofit organization, with strongest over-indexing on Buffalo Sabres (11.47× the country average).

Demographically, the Upstate New York audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Patriotism, Community Orientation.

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

The typical Upstate New York fan in United States is more female, around 45.0 years old, with strong Patriotism tendencies and a notable affinity for Buffalo Sabres.

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 Upstate New York profile in United States.

Audience size
4M
in United States
Gender
59.0%♀
41.0% male
Age
45.0
average years
Country rank
#7990
POI in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Upstate New York fans

59.0% are female, 41.0% are male, average age 45.0.

Fig. 02

Gender split

59.0%
Female
41.0%
Male
Demographic split for Upstate New York audience in United States
MetricValue
Female59.0%
Male41.0%
Average age45.0
Estimated audience size4,038,036
Fig. 03

Age distribution

Ø 45.0
average years
Age distribution of the Upstate New York audience in United States
Age bracketShare%
16-199%
20-2914%
30-3918%
40-4924%
50+35%
Fig. 04

Worldwide distribution

79.0%

of the worldwide Upstate New York audience comes from United States.

Worldwide audience distribution share by country for Upstate New York
CountryShare
United States79.0%
Canada4.2%
United Kingdom3.5%
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 Upstate New York audience in United States is strongest.

Fig. 05

Top regions by affinity

Upstate New York fans by region: top regions in United States
#RegionReachAffinity×
01New York~1M4.46×
02New Jersey~200K2.43×
03Connecticut~80K2.08×
04Massachusetts~100K1.60×
05Rhode Island~20K1.49×
06Vermont~10K1.47×
07Pennsylvania~200K1.24×
08Maryland~80K1.20×
09Maine~20K1.16×
10New Hampshire~20K1.14×
11Washington, District of Columbia~10K1.14×
12Delaware~10K1.10×
13Virginia~100K1.00×
14Florida~300K0.96×
15Alaska~8K0.96×
16Utah~30K0.95×
17Hawaii~20K0.95×
18Idaho~20K0.88×
19California~400K0.85×
20North Carolina~100K0.85×
21Ohio~100K0.84×
22Colorado~50K0.84×
23Montana~9K0.84×
24Georgia~100K0.82×
25Arizona~70K0.82×
26Washington~70K0.82×
27West Virginia~20K0.81×
28Tennessee~60K0.80×
29Oregon~40K0.80×
30North Dakota~7K0.80×
31Texas~300K0.79×
32Indiana~60K0.79×
33Nevada~30K0.79×
34Arkansas~30K0.79×
35South Dakota~7K0.79×
36Louisiana~40K0.77×
37Kentucky~40K0.77×
38Oklahoma~30K0.77×
39Kansas~20K0.77×
40New Mexico~20K0.77×
41Michigan~80K0.76×
42South Carolina~50K0.76×
43Nebraska~20K0.76×
44Minnesota~40K0.75×
45Mississippi~20K0.75×
46Iowa~20K0.74×
47Missouri~50K0.73×
48Illinois~100K0.71×
49Alabama~40K0.71×
50Wisconsin~40K0.70×
Fig. 06

Affinity by region

Affinity by region — Upstate New York, United States
0.70×1.00×4.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Upstate New York audience
#·InterestCategoryAffinity×
01Buffalo SabresSports11.47×
02Weber GrillsHome & Garden6.94×
03FedExBusiness & Career2.61×
04Solar energyHome & Garden2.31×
05Masters TournamentSports2.29×
06Real propertyHome & Garden2.23×
07Diaper bagKids & Family2.19×
08Dillard'sFashion & Accessoires2.14×
09NHLSports2.13×
10CBS SportsMovies & TV2.08×
11Hardware storeHome & Garden2.01×
12Ace HardwareHome & Garden1.99×
13Nonprofit organizationPolitics & Society1.69×
14United Parcel ServiceBusiness & Career1.69×
15Mortgage loansBusiness & Career1.66×
16MSNNews1.58×
17Trader Joe'sShopping1.56×
18Planet FitnessSports1.54×
19Hobby LobbyHome & Garden1.51×
20WeatherHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Upstate New York 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 Upstate New York audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.96×
Community OrientationOPEN1.70×
TravellingTHRILL1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Upstate New York audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.76×
Pet OwnershipJOY0.85×
Healthy LifestyleBALANCE0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Upstate New York have in United States?

Upstate New York has an estimated audience of 4,038,036 people in United States, concentrated in New York and California.

02

What is the gender split and age of Upstate New York fans?

59.0% of Upstate New York fans are female, 41.0% are male, with an average age of 45.0 years.

03

Which brands do Upstate New York fans like most?

Upstate New York fans show strongest brand affinity for Buffalo Sabres (11.47×), FedEx (2.61×), and Nonprofit organization (1.69×) over the country average.

04

Where do Upstate New York fans live in United States?

Upstate New York fans in United States are most concentrated in New York (reach ~1M), California (reach ~400K), and Texas (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Upstate New York fans also like?

Beyond Upstate New York itself, the audience over-indexes on FedEx (2.61×), Nonprofit organization (1.69×), Real property (2.23×), and Solar energy (2.31×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in United States

See Upstate New York audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →