Upwork Audience in United States

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Upwork has an estimated audience of 2,444,751 people in United States. 47.7% are female, 52.3% are male, average age 36.0. Top regions: California, Texas, Florida. Top brand affinities: Home construction, Mothercare, Business English, Natural rubber, Bank account.

The average Upwork fan in United States is 36.0 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Home construction, Mothercare, Business English, with strongest over-indexing on Home construction (1.92× the country average). Demographically, the Upwork audience skews balanced with an average age of 36.0, and over-indexes on personality traits such as Risk Appetite, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Website / Newspaper / Magazine

Demographics of Upwork fans

Demographic split for Upwork audience in United States
MetricValue
Female47.7%
Male52.3%
Average age36.0
Estimated audience size2,444,751

Audience persona

The typical Upwork fan in United States is balanced, around 36.0 years old, with strong Risk Appetite tendencies and a notable affinity for Home construction.

Top regions in United States

Top regions ranked by reach for Upwork in United States
RegionReachAffinity
California429,2851.6×
Texas258,4341.23×
Florida239,4521.45×
New York212,4701.56×
Georgia102,7221.36×
Illinois94,9281.17×
New Jersey88,4771.42×
North Carolina83,1161.13×
Pennsylvania78,5900.95×
Virginia75,4661.27×
Ohio67,7230.9×
Washington65,0851.33×
Massachusetts61,5221.28×
Michigan58,9190.92×
Arizona54,7881.1×
Colorado53,1031.38×
Maryland52,9011.26×
Tennessee48,6810.99×
Missouri36,6780.93×
South Carolina35,6740.97×
Indiana35,3810.79×
Oregon35,3581.26×
Minnesota31,6410.9×
Wisconsin30,9590.84×
Utah29,1121.33×
Connecticut28,4611.16×
Nevada27,6161.17×
Alabama25,0760.73×
Louisiana25,0510.79×
Kentucky21,5070.7×
Oklahoma21,1440.78×
Kansas16,6890.87×
Arkansas16,3240.81×
Iowa14,1890.7×
Mississippi13,4750.67×
Washington, District of Columbia12,4521.69×
Idaho12,1410.99×
Hawaii10,3490.98×
New Hampshire9,3330.97×
Nebraska9,1390.75×
New Mexico6,9810.57×
Rhode Island6,8550.88×
Maine6,8510.78×
West Virginia6,6610.59×
Montana6,0760.9×
Delaware5,1500.76×
Vermont3,5820.83×
South Dakota3,4730.61×
Alaska3,4510.66×
North Dakota3,0160.6×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Upwork audience
BrandAffinityCategory
Home construction1.92×Home & Garden
Mothercare4.18×Kids & Family
Business English6.82×Business & Career
Natural rubber2.1×Cars & Mobility
Bank account1.55×Business & Career
CAC 402.86×Business & Career
Atkins diet2.38×Health
Sears1.83×Shopping
CAC 402.3×Business & Career
Nasal cavity3.25×Health
Necktie1.95×Fashion & Accessoires
Springfield, Illinois3.86×Travel & Leisure
Cachorro1.91×Pets & Animals
Temple Grandin2.59×Literature
Hypertext2.03×Technology & Electronics
War on Terror2.55×Politics & Society
Kingdom of Judah2.44×Politics & Society
Cadena SER5.09×Music & Radio
Julio Cesar Chavez Jr.1.92×Sports
Sub Zero (Official)2.47×Literature

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Upwork audience
TraitClusterScore
Risk AppetiteTHRILL2.66
IndulgenceJOY2.61
Urban LifestyleOPEN2.41
MindfulnessBALANCE2.33
Luxury OrientationPREMIUM2.29
Design AffinityPREMIUM2.05

Worldwide distribution

Worldwide audience distribution share by country for Upwork
CountryShare
United States11.5%
China9.4%
India9.3%

See Upwork audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Upwork have in United States?

Upwork has an estimated audience of 2,444,751 people in United States, concentrated in California and Texas.

What is the gender split and age of Upwork fans?

47.7% of Upwork fans are female, 52.3% are male, with an average age of 36.0 years.

Which brands do Upwork fans like most?

Upwork fans show strongest brand affinity for Home construction (1.92×), Mothercare (4.18×), and Business English (6.82×) over the country average.

Where do Upwork fans live in United States?

Upwork fans in United States are most concentrated in California (reach 429,285), Texas (reach 258,434), and Florida (reach 239,452). These three regions account for the largest share of the active audience.

What other brands do Upwork fans also like?

Beyond Upwork itself, the audience over-indexes on Mothercare (4.18×), Business English (6.82×), Natural rubber (2.1×), and Bank account (1.55×) compared to the United States average.

How to read this data

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