Rascasse Audience Intelligence

Utah Audience in United States

A data profile of the people who buy, follow and care about Utah in United States — modelled from more than twelve digital signal sources. Utah has an estimated audience of 16,838,199 people in United States.

#28among City in United States#106among POI in United States#178in Travel & Leisure

The average Utah fan in United States is 42.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Utah, Texas.

Top brand affinities include Mortgage loans, Sustainable energy, Pinterest, with strongest over-indexing on Mortgage loans (2.65× the country average).

Demographically, the Utah audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Patriotism, Family Orientation.

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

The typical Utah fan in United States is more female, around 42.2 years old, with strong Patriotism tendencies and a notable affinity for Mortgage loans.

Category: Travel & Leisure · Type: POI · Subtype: City

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 Utah profile in United States.

Audience size
16.8M
in United States
Gender
55.9%♀
44.1% male
Age
42.2
average years
Country rank
#2047
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 Utah fans

55.9% are female, 44.1% are male, average age 42.2.

Fig. 02

Gender split

55.9%
Female
44.1%
Male
Demographic split for Utah audience in United States
MetricValue
Female55.9%
Male44.1%
Average age42.2
Estimated audience size16,838,199
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Utah audience in United States
Age bracketShare%
16-1916%
20-2916%
30-3917%
40-4922%
50+29%
Fig. 04

Worldwide distribution

65.6%

of the worldwide Utah audience comes from United States.

Worldwide audience distribution share by country for Utah
CountryShare
United States65.6%
Brazil7.3%
United Kingdom3.4%
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 Utah audience in United States is strongest.

Fig. 05

Top regions by affinity

Utah fans by region: top regions in United States
#RegionReachAffinity×
01Utah~1.5M11.34×
02Wyoming~40K1.48×
03Idaho~100K1.45×
04Nevada~200K1.34×
05Arizona~400K1.11×
06Colorado~300K1.06×
07New Mexico~80K0.97×
08Montana~50K0.97×
09California~2M0.96×
10Washington~300K0.96×
11Alaska~30K0.94×
12Hawaii~70K0.92×
13Texas~1.5M0.87×
14Oregon~200K0.87×
15Kansas~100K0.84×
16Florida~900K0.83×
17Nebraska~70K0.83×
18North Dakota~30K0.83×
19South Dakota~30K0.81×
20Iowa~100K0.78×
21Oklahoma~100K0.75×
22Minnesota~200K0.74×
23Virginia~300K0.73×
24Massachusetts~200K0.73×
25Illinois~400K0.72×
26Georgia~400K0.72×
27Louisiana~200K0.71×
28Connecticut~100K0.71×
29New York~700K0.70×
30New Jersey~300K0.70×
31Missouri~200K0.70×
32Wisconsin~200K0.70×
33North Carolina~300K0.69×
34Indiana~200K0.69×
35Arkansas~100K0.69×
36Washington, District of Columbia~30K0.68×
37Tennessee~200K0.67×
38Maryland~200K0.67×
39Maine~40K0.67×
40New Hampshire~40K0.66×
41Michigan~300K0.65×
42Alabama~200K0.65×
43Kentucky~100K0.65×
44Pennsylvania~400K0.64×
45Ohio~300K0.64×
46South Carolina~200K0.64×
47Mississippi~90K0.64×
48Rhode Island~30K0.64×
49West Virginia~50K0.60×
50Delaware~30K0.60×
Fig. 06

Affinity by region

Affinity by region — Utah, United States
0.60×1.00×11.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Utah audience
#·InterestCategoryAffinity×
01Sustainable energyHome & Garden4.18×
02Renewable energyBusiness & Career3.32×
03QVCMovies & TV3.26×
04FedExBusiness & Career3.24×
05Mortgage loansBusiness & Career2.65×
06Diaper bagKids & Family2.60×
07Discount storesShopping2.38×
08Solar energyHome & Garden2.30×
09United Parcel ServiceBusiness & Career2.10×
10PinterestInternet & Social Media2.04×
11Shopping mallsShopping1.95×
12Planet FitnessSports1.90×
13AirbnbTravel & Leisure1.85×
14IKEAHome & Garden1.81×
15SubwayFood & Beverages1.78×
16Pizza HutFood & Beverages1.74×
17FurnitureHome & Garden1.63×
18BarbecueFood & Beverages1.63×
19Organic foodFood & Beverages1.63×
20McDonald'sFood & Beverages1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Utah 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 Utah audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.91×
Family OrientationCONSERVATISM1.78×
Convenience OrientationPREMIUM1.74×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Utah audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.89×
Design AffinityPREMIUM0.92×
Healthy LifestyleBALANCE0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Utah have in United States?

Utah has an estimated audience of 16,838,199 people in United States, concentrated in California and Utah.

02

What is the gender split and age of Utah fans?

55.9% of Utah fans are female, 44.1% are male, with an average age of 42.2 years.

03

Which brands do Utah fans like most?

Utah fans show strongest brand affinity for Mortgage loans (2.65×), Sustainable energy (4.18×), and Pinterest (2.04×) over the country average.

04

Where do Utah fans live in United States?

Utah fans in United States are most concentrated in California (reach ~2M), Utah (reach ~1.5M), and Texas (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Utah fans also like?

Beyond Utah itself, the audience over-indexes on Sustainable energy (4.18×), Pinterest (2.04×), FedEx (3.24×), and Renewable energy (3.32×) compared to the United States average.

Appendix

Explore more audiences

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

More City audiences in United States

See Utah audiences in other countries

How to read this data

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