WD-40 Audience in United States

WD-40 logo

WD-40 has an estimated audience of 1,790,798 people in United States. 32.7% are female, 67.3% are male, average age 48.5. Top regions: California, Texas, Florida. Top brand affinities: Wood (magazine), Bernadette Peters, AutoZone, The UPS Store, Dredd.

The average WD-40 fan in United States is 48.5 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Wood (magazine), Bernadette Peters, AutoZone, with strongest over-indexing on Wood (magazine) (34.28× the country average). Demographically, the WD-40 audience skews more male with an average age of 48.5, and over-indexes on personality traits such as Need for Security, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Home & Garden · Type: Brand · Subtype: Detergent

Demographics of WD-40 fans

Demographic split for WD-40 audience in United States
MetricValue
Female32.7%
Male67.3%
Average age48.5
Estimated audience size1,790,798

Audience persona

The typical WD-40 fan in United States is more male, around 48.5 years old, with strong Need for Security tendencies and a notable affinity for Wood (magazine).

Top regions in United States

Top regions ranked by reach for WD-40 in United States
RegionReachAffinity
California289,3481.47×
Texas205,2621.33×
Florida138,1611.14×
New York132,3161.32×
Illinois73,0901.23×
Georgia68,7211.25×
Pennsylvania64,5861.07×
North Carolina60,4831.12×
New Jersey58,5371.29×
Ohio55,5081.01×
Virginia50,6041.16×
Michigan47,7791.02×
Massachusetts42,2691.2×
Washington41,0241.14×
Arizona38,8691.06×
Tennessee36,4941.02×
Maryland34,4501.12×
Indiana32,8991.01×
Missouri27,4970.95×
South Carolina26,8271×
Wisconsin25,2090.94×
Minnesota25,1080.98×
Alabama24,9401×
Colorado24,5460.87×
Louisiana22,0650.96×
Connecticut20,2771.13×
Kentucky20,0060.89×
Oklahoma19,4390.98×
Oregon19,2630.94×
Nevada19,1221.1×
Utah15,1910.95×
Arkansas14,6630.99×
Mississippi14,2400.97×
Kansas13,7870.98×
Iowa13,2740.9×
Hawaii8,8931.16×
Nebraska8,1860.91×
New Mexico7,9740.89×
Idaho7,8380.87×
West Virginia7,2840.87×
New Hampshire5,9350.84×
Washington, District of Columbia5,6961.06×
Rhode Island5,5110.97×
Maine5,0290.78×
Delaware4,8660.98×
Montana3,4370.69×
Alaska3,2290.84×
South Dakota2,8760.69×
North Dakota2,8270.77×
Vermont2,1380.68×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for WD-40 audience
BrandAffinityCategory
Wood (magazine)34.28×Business & Career
Bernadette Peters39.13×Movies & TV
AutoZone6.15×Cars & Mobility
The UPS Store6.3×Shopping
Dredd50.37×Movies & TV
Five Below6.96×Shopping
David Bromstad34.57×Movies & TV
Paul Stanley24.26×Music & Radio
Valiant (comics)43.07×Literature
Pilot Flying J9×Cars & Mobility
CityLine39.13×Travel & Leisure
National Farm Machinery Show34.01×Business & Career
Advance Auto Parts5.83×Cars & Mobility
Wolf Hall (TV series)35.84×Movies & TV
Lincoln Electric29.62×Business & Career
House2.69×Home & Garden
American Home Shield17.35×Home & Garden
Harbor Freight Tools7.32×Home & Garden
Web.com36.78×Internet & Social Media
Toro (company)17.77×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by WD-40 audience
TraitClusterScore
Need for SecurityCONSERVATISM1.49
IndulgenceJOY1.4
Convenience OrientationPREMIUM1.37
PatriotismCONSERVATISM1.33
DIY MentalityTHRILL1.3
Career OrientationPOWER1.19

Worldwide distribution

Worldwide audience distribution share by country for WD-40
CountryShare
United States18.1%
Brazil7.5%
Germany5.0%

See WD-40 audiences in other countries

More Detergent audiences in United States

Frequently asked questions

How many fans does WD-40 have in United States?

WD-40 has an estimated audience of 1,790,798 people in United States, concentrated in California and Texas.

What is the gender split and age of WD-40 fans?

32.7% of WD-40 fans are female, 67.3% are male, with an average age of 48.5 years.

Which brands do WD-40 fans like most?

WD-40 fans show strongest brand affinity for Wood (magazine) (34.28×), Bernadette Peters (39.13×), and AutoZone (6.15×) over the country average.

Where do WD-40 fans live in United States?

WD-40 fans in United States are most concentrated in California (reach 289,348), Texas (reach 205,262), and Florida (reach 138,161). These three regions account for the largest share of the active audience.

What other brands do WD-40 fans also like?

Beyond WD-40 itself, the audience over-indexes on Bernadette Peters (39.13×), AutoZone (6.15×), The UPS Store (6.3×), and Dredd (50.37×) 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 WD-40. 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.