Rascasse Audience Intelligence

U.S. state Audience in United States

A data profile of the people who buy, follow and care about U.S. state in United States — modelled from more than twelve digital signal sources. U.S. state has an estimated audience of 101,163,642 people in United States.

#60among Topic in United States#3in Travel & Leisure

The average U.S. state fan in United States is 42.5 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Pinterest, Mortgage loans, Furniture, with strongest over-indexing on Pinterest (1.99× the country average).

Demographically, the U.S. state audience skews balanced with an average age of 42.5, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.

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

The typical U.S. state fan in United States is balanced, around 42.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Pinterest.

Category: Travel & Leisure · Type: Topic

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 U.S. state profile in United States.

Audience size
101.2M
in United States
Gender
54.0%♀
46.0% male
Age
42.5
average years
Country rank
#75
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of U.S. state fans

54.0% are female, 46.0% are male, average age 42.5.

Fig. 02

Gender split

54.0%
Female
46.0%
Male
Demographic split for U.S. state audience in United States
MetricValue
Female54.0%
Male46.0%
Average age42.5
Estimated audience size101,163,642
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the U.S. state audience in United States
Age bracketShare%
16-1914%
20-2916%
30-3919%
40-4923%
50+28%
Fig. 04

Worldwide distribution

63.1%

of the worldwide U.S. state audience comes from United States.

Worldwide audience distribution share by country for U.S. state
CountryShare
United States63.1%
United Kingdom2.9%
Canada2.6%
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 U.S. state audience in United States is strongest.

Fig. 05

Top regions by affinity

U.S. state fans by region: top regions in United States
#RegionReachAffinity×
01North Dakota~300K1.28×
02Alaska~300K1.19×
03Utah~1M1.18×
04South Dakota~300K1.18×
05Washington~2.5M1.17×
06Hawaii~500K1.16×
07Virginia~3M1.13×
08West Virginia~500K1.09×
09California~12M1.07×
10North Carolina~3.5M1.07×
11Nebraska~500K1.07×
12Washington, District of Columbia~300K1.07×
13Kansas~800K1.06×
14Massachusetts~2M1.05×
15Texas~9M1.04×
16Minnesota~1.5M1.04×
17Oregon~1M1.03×
18Maryland~2M1.02×
19Arkansas~900K1.02×
20Illinois~3.5M1.01×
21Arizona~2M1.01×
22Iowa~800K1.01×
23Kentucky~1.5M1.00×
24Idaho~500K1.00×
25Georgia~3M0.99×
26Indiana~2M0.98×
27Missouri~1.5M0.98×
28South Carolina~1.5M0.98×
29Oklahoma~1M0.98×
30Maine~400K0.97×
31Vermont~200K0.96×
32New Jersey~2.5M0.95×
33Wisconsin~1.5M0.95×
34Connecticut~1M0.95×
35New Hampshire~400K0.95×
36Montana~300K0.95×
37Pennsylvania~3M0.94×
38Nevada~900K0.94×
39New York~5.5M0.93×
40Tennessee~2M0.92×
41Mississippi~800K0.92×
42Colorado~1.5M0.91×
43Louisiana~1M0.91×
44New Mexico~500K0.90×
45Florida~6M0.88×
46Alabama~1M0.88×
47Rhode Island~300K0.87×
48Ohio~2.5M0.86×
49Delaware~200K0.84×
50Michigan~2M0.81×
Fig. 06

Affinity by region

Affinity by region — U.S. state, United States
0.81×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for U.S. state audience
#·InterestCategoryAffinity×
01Mortgage loansBusiness & Career2.30×
02FedExBusiness & Career2.30×
03Solar energyHome & Garden2.30×
04Discount TireShopping2.28×
05InnovationBusiness & Career2.18×
06Real propertyHome & Garden2.14×
07Vehicle insuranceCars & Mobility2.06×
08PinterestInternet & Social Media1.99×
09Discount storesShopping1.91×
10Shopping mallsShopping1.66×
11RedditInternet & Social Media1.64×
12IKEAHome & Garden1.61×
13AirbnbTravel & Leisure1.60×
14Home AppliancesHome & Garden1.60×
15FurnitureHome & Garden1.59×
16SubwayFood & Beverages1.59×
17BarbecueFood & Beverages1.57×
18McDonald'sFood & Beverages1.54×
19Planet FitnessSports1.53×
20RecreationTravel & Leisure1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the U.S. state 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 U.S. state audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.57×
Quality AwarenessPREMIUM1.43×
Community OrientationOPEN1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by U.S. state audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.93×
Pet OwnershipJOY0.95×
Luxury OrientationPREMIUM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does U.S. state have in United States?

U.S. state has an estimated audience of 101,163,642 people in United States, concentrated in California and Texas.

02

What is the gender split and age of U.S. state fans?

54.0% of U.S. state fans are female, 46.0% are male, with an average age of 42.5 years.

03

Which brands do U.S. state fans like most?

U.S. state fans show strongest brand affinity for Pinterest (1.99×), Mortgage loans (2.3×), and Furniture (1.59×) over the country average.

04

Where do U.S. state fans live in United States?

U.S. state fans in United States are most concentrated in California (reach ~12M), Texas (reach ~9M), and Florida (reach ~6M). These three regions account for the largest share of the active audience.

05

What other brands do U.S. state fans also like?

Beyond U.S. state itself, the audience over-indexes on Mortgage loans (2.3×), Furniture (1.59×), FedEx (2.3×), and Airbnb (1.6×) 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 U.S. state audiences in other countries

How to read this data

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