Rascasse Audience Intelligence

USAA Audience in United States

A data profile of the people who buy, follow and care about USAA in United States — modelled from more than twelve digital signal sources. USAA has an estimated audience of 8,701,394 people in United States.

#13among NGO / Political Party in United States#164in Cars & Mobility

The average USAA fan in United States is 44.7 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Home insurance, GEICO, Allstate, with strongest over-indexing on Home insurance (5.16× the country average).

Demographically, the USAA audience skews more male with an average age of 44.7, and over-indexes on personality traits such as Patriotism, Career Orientation.

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

The typical USAA fan in United States is more male, around 44.7 years old, with strong Patriotism tendencies and a notable affinity for Home insurance.

Category: Cars & Mobility · Type: NGO / Political Party

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 USAA profile in United States.

Audience size
8.7M
in United States
Gender
42.3%♀
57.7% male
Age
44.7
average years
Country rank
#4088
NGO / Political Party 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 USAA fans

42.3% are female, 57.7% are male, average age 44.7.

Fig. 02

Gender split

42.3%
Female
57.7%
Male
Demographic split for USAA audience in United States
MetricValue
Female42.3%
Male57.7%
Average age44.7
Estimated audience size8,701,394
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the USAA audience in United States
Age bracketShare%
16-1912%
20-2914%
30-3916%
40-4922%
50+37%
Fig. 04

Worldwide distribution

97.2%

of the worldwide USAA audience comes from United States.

Worldwide audience distribution share by country for USAA
CountryShare
United States97.2%
Japan0.9%
Germany0.3%
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 USAA audience in United States is strongest.

Fig. 05

Top regions by affinity

USAA fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~40K2.24×
02Virginia~400K1.71×
03South Carolina~200K1.56×
04Colorado~200K1.48×
05New Mexico~60K1.44×
06Georgia~400K1.43×
07Texas~1M1.41×
08Alabama~200K1.36×
09Hawaii~50K1.36×
10North Carolina~300K1.32×
11Montana~30K1.31×
12Arizona~200K1.26×
13Maryland~200K1.26×
14Oklahoma~100K1.18×
15Washington~200K1.16×
16Louisiana~100K1.13×
17Delaware~30K1.13×
18Mississippi~80K1.12×
19Idaho~50K1.10×
20Wyoming~10K1.10×
21Kansas~70K1.05×
22Washington, District of Columbia~30K1.02×
23Florida~600K1.00×
24Nevada~80K0.99×
25Arkansas~70K0.98×
26Oregon~100K0.96×
27Nebraska~40K0.95×
28Tennessee~200K0.94×
29Maine~30K0.93×
30New Hampshire~30K0.91×
31Missouri~100K0.89×
32West Virginia~30K0.86×
33Rhode Island~20K0.86×
34Kentucky~90K0.85×
35North Dakota~20K0.84×
36Utah~60K0.80×
37South Dakota~20K0.76×
38Connecticut~70K0.75×
39California~700K0.69×
40Minnesota~80K0.63×
41Pennsylvania~200K0.61×
42Massachusetts~100K0.60×
43Ohio~200K0.58×
44New Jersey~100K0.56×
45Indiana~90K0.55×
46Michigan~100K0.53×
47Wisconsin~70K0.53×
48Iowa~40K0.52×
49New York~200K0.49×
50Illinois~100K0.48×
Fig. 06

Affinity by region

Affinity by region — USAA, United States
0.48×1.00×2.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for USAA audience
#·InterestCategoryAffinity×
01Liberty MutualBusiness & Career6.13×
02GEICOBusiness & Career5.63×
03AllstateBusiness & Career5.50×
04Home insuranceBusiness & Career5.16×
05Megan FoxMovies & TV3.84×
06Retirement planningBusiness & Career3.32×
07Life insuranceBusiness & Career2.74×
08Real propertyHome & Garden2.25×
09PharmacyBusiness & Career1.97×
10DentistryBusiness & Career1.95×
11Bank of AmericaBusiness & Career1.84×
12Fox News ChannelMovies & TV1.78×
13Wells FargoBusiness & Career1.77×
14Nonprofit organizationPolitics & Society1.72×
15BankingBusiness & Career1.67×
16Credit cardsBusiness & Career1.64×
17InsuranceBusiness & Career1.60×
18American AirlinesTravel & Leisure1.60×
19Financial servicesBusiness & Career1.60×
20Mortgage loansBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the USAA 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 USAA audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM4.00×
Career OrientationPOWER1.86×
Need for SecurityCONSERVATISM1.84×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by USAA audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.65×
MindfulnessBALANCE0.66×
Pet OwnershipJOY0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does USAA have in United States?

USAA has an estimated audience of 8,701,394 people in United States, concentrated in Texas and California.

02

What is the gender split and age of USAA fans?

42.3% of USAA fans are female, 57.7% are male, with an average age of 44.7 years.

03

Which brands do USAA fans like most?

USAA fans show strongest brand affinity for Home insurance (5.16×), GEICO (5.63×), and Allstate (5.5×) over the country average.

04

Where do USAA fans live in United States?

USAA fans in United States are most concentrated in Texas (reach ~1M), California (reach ~700K), and Florida (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do USAA fans also like?

Beyond USAA itself, the audience over-indexes on GEICO (5.63×), Allstate (5.5×), Bank of America (1.84×), and Wells Fargo (1.77×) compared to the United States average.

Appendix

Explore more audiences

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

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See USAA audiences in other countries

How to read this data

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