Rascasse Audience Intelligence

Walmart Target Market in United States

A data profile of the people who buy, follow and care about Walmart in United States — modelled from more than twelve digital signal sources. Walmart has an estimated audience of 94,971,264 people in United States.

#1among Supermarket in United States#1among Brand in United States#4in Shopping

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

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Savannah Guthrie, LabCorp, Nancy Mace, with strongest over-indexing on Savannah Guthrie (2.57× the country average).

Demographically, the Walmart audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Need for Security, Quality Awareness.

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

The typical Walmart fan in United States is more female, around 42.2 years old, with strong Need for Security tendencies and a notable affinity for Savannah Guthrie.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 Walmart profile in United States.

Audience size
95M
in United States
Gender
60.1%♀
39.9% male
Age
42.2
average years
Country rank
#87
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Walmart

60.1% are female, 39.9% are male, average age 42.2.

Fig. 02

Gender split

60.1%
Female
39.9%
Male
Demographic split for Walmart audience in United States
MetricValue
Female60.1%
Male39.9%
Average age42.2
Estimated audience size94,971,264
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Walmart audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3920%
40-4922%
50+27%
Fig. 04

Worldwide distribution

57.0%

of the worldwide Walmart audience comes from United States.

Worldwide audience distribution share by country for Walmart
CountryShare
United States57.0%
Canada5.4%
Mexico5.4%
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 Walmart audience in United States is strongest.

Fig. 05

Top regions by affinity

Walmart customers by region in United States
#RegionReachAffinity×
01Arkansas~1M1.42×
02Mississippi~1M1.35×
03West Virginia~600K1.34×
04Louisiana~1.5M1.27×
05Hawaii~500K1.23×
06Alabama~1.5M1.22×
07Kentucky~1.5M1.22×
08Oklahoma~1.5M1.22×
09Kansas~900K1.21×
10Tennessee~2M1.17×
11New Mexico~600K1.16×
12Missouri~1.5M1.14×
13South Dakota~200K1.14×
14South Carolina~1.5M1.11×
15Iowa~900K1.10×
16Maine~400K1.10×
17North Dakota~200K1.10×
18Wyoming~200K1.10×
19Florida~7M1.09×
20Nebraska~500K1.08×
21North Carolina~3M1.05×
22Texas~8.5M1.04×
23Indiana~2M1.04×
24Georgia~3M1.03×
25Rhode Island~300K1.03×
26Wisconsin~1.5M1.02×
27Pennsylvania~3M0.99×
28New Hampshire~400K0.99×
29Ohio~3M0.98×
30Arizona~2M0.97×
31Vermont~200K0.97×
32Delaware~300K0.96×
33Nevada~900K0.95×
34Connecticut~900K0.94×
35Idaho~400K0.93×
36Utah~800K0.90×
37Montana~200K0.90×
38Illinois~3M0.88×
39Virginia~2M0.88×
40Maryland~1.5M0.87×
41Michigan~2M0.85×
42New Jersey~2M0.85×
43Colorado~1.5M0.85×
44Minnesota~1M0.83×
45Massachusetts~1.5M0.73×
46California~7.5M0.72×
47Oregon~800K0.71×
48Washington~1.5M0.69×
49New York~3.5M0.66×
50Alaska~100K0.66×
Fig. 06

Affinity by region

Affinity by region — Walmart, United States
0.66×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Walmart audience
#·InterestCategoryAffinity×
01Home Alone (franchise)Movies & TV2.95×
02Bob Evans (musician)Music & Radio2.60×
03Savannah GuthrieMovies & TV2.57×
04Love's Travel Stops & Country StoresShopping2.53×
05LabCorpHealth2.38×
06Google ImagesInternet & Social Media2.36×
07JellyRollMusic & Radio2.25×
08Purchase discountShopping2.25×
09Public StorageBusiness & Career2.14×
10AritziaFashion & Accessoires2.13×
11Nancy MacePolitics & Society2.05×
12Google NewsNews2.05×
13Ana de ArmasMovies & TV2.00×
14Google CalendarInternet & Social Media1.81×
15ParisTravel & Leisure1.74×
16Micro CenterShopping1.69×
17Google DriveTechnology & Electronics1.65×
18Scooby-DooMovies & TV1.62×
19BeyinHealth1.55×
20AaRONMusic & Radio1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Walmart 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 Walmart audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.17×
Quality AwarenessPREMIUM0.98×
Price SensitivityPREMIUM0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Walmart audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.57×
Risk AppetiteTHRILL0.60×
Early Adopter MentalityPOWER0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Walmart's target market in United States?

Walmart's target market in United States covers an estimated 94,971,264 people, concentrated in Texas and California.

02

What is the gender split and age of Walmart customers?

60.1% of the Walmart audience are female, 39.9% are male, with an average age of 42.2 years.

03

Which brands do Walmart fans like most?

Walmart fans show strongest brand affinity for Savannah Guthrie (2.57×), LabCorp (2.38×), and Nancy Mace (2.05×) over the country average.

04

Where do Walmart fans live in United States?

Walmart fans in United States are most concentrated in Texas (reach ~8.5M), California (reach ~7.5M), and Florida (reach ~7M). These three regions account for the largest share of the active audience.

05

What other brands do Walmart fans also like?

Beyond Walmart itself, the audience over-indexes on LabCorp (2.38×), Nancy Mace (2.05×), Google Drive (1.65×), and Google News (2.05×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See Walmart audiences in other countries

How to read this data

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