Whatnot Audience in United States

Whatnot has an estimated audience of 6,222,891 people in United States. 44.3% are female, 55.7% are male, average age 43.0. Top regions: California, Texas, Florida. Top brand affinities: CarGurus, Capital One, Google Maps, Indeed.com, Playmobil.

The average Whatnot fan in United States is 43.0 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include CarGurus, Capital One, Google Maps, with strongest over-indexing on CarGurus (9.28× the country average). Demographically, the Whatnot audience skews more male with an average age of 43.0, and over-indexes on personality traits such as LGBTQ+ Identity, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Shopping · Type: Brand · Subtype: Auctions

Demographics of Whatnot fans

Demographic split for Whatnot audience in United States
MetricValue
Female44.3%
Male55.7%
Average age43.0
Estimated audience size6,222,891

Audience persona

The typical Whatnot fan in United States is more male, around 43.0 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for CarGurus.

Top regions in United States

Top regions ranked by reach for Whatnot in United States
RegionReachAffinity
California768,6451.12×
Texas506,6630.95×
Florida422,3001×
New York336,0970.97×
Ohio234,2791.22×
Pennsylvania222,4241.06×
North Carolina188,6331.01×
Illinois184,0770.89×
Georgia178,5840.93×
Michigan168,5701.04×
New Jersey149,3580.94×
Tennessee148,3531.19×
Indiana144,0231.27×
Arizona133,2271.05×
Virginia132,2800.87×
Washington122,6690.98×
Missouri116,9531.17×
Wisconsin103,6781.11×
Kentucky100,8601.29×
Massachusetts97,6460.8×
South Carolina94,9761.01×
Minnesota93,1921.05×
Alabama89,4611.03×
Colorado82,4960.84×
Oklahoma79,8831.16×
Maryland76,8720.72×
Louisiana70,9840.88×
Oregon68,4320.96×
Nevada63,2451.05×
Arkansas60,5651.18×
Iowa56,6571.11×
Connecticut54,7370.88×
Kansas53,0111.08×
Mississippi51,1311×
Utah46,2210.83×
West Virginia38,3231.32×
Idaho32,8251.05×
Nebraska29,8750.96×
Hawaii29,3971.1×
New Mexico26,8360.86×
New Hampshire26,3901.08×
Maine23,9371.07×
Rhode Island19,8271×
Montana15,7670.91×
North Dakota14,7351.15×
Delaware13,5610.79×
Alaska10,6230.8×
Vermont9,3450.86×
Wyoming8,9260.97×
Washington, District of Columbia8,6100.46×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Whatnot audience
BrandAffinityCategory
CarGurus9.28×Cars & Mobility
Capital One6.21×Business & Career
Google Maps4.72×Internet & Social Media
Indeed.com3.82×Business & Career
Playmobil43.4×Kids & Family
Google News5.33×News
AccuWeather5.37×Home & Garden
Circle K5.56×Shopping
Aaron Rodgers4.9×Sports
Autism Awareness6.77×Health
Bruce Willis5.1×Movies & TV
DeviantArt4.92×Internet & Social Media
Diabetes mellitus awareness4.61×Health
Enterprise Rent-A-Car4.17×Cars & Mobility
Beetlejuice3.22×Movies & TV
Diane Keaton4.08×Movies & TV
Planet Fitness2.59×Sports
Kia Sportage12.97×Cars & Mobility
Billy Bob Thornton5.27×Movies & TV
Wetsuit10.11×Sports

Psychographic profile

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

Top personality traits over-indexed by Whatnot audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.7
Early Adopter MentalityPOWER1.43
Luxury OrientationPREMIUM1.4
ExtroversionTHRILL1.22
Design AffinityPREMIUM1.22
Sports ActivityPOWER1.14

Worldwide distribution

Worldwide audience distribution share by country for Whatnot
CountryShare
United States68.6%
United Kingdom12.9%
France5.3%

See Whatnot audiences in other countries

More Auctions audiences in United States

Frequently asked questions

How many fans does Whatnot have in United States?

Whatnot has an estimated audience of 6,222,891 people in United States, concentrated in California and Texas.

What is the gender split and age of Whatnot fans?

44.3% of Whatnot fans are female, 55.7% are male, with an average age of 43.0 years.

Which brands do Whatnot fans like most?

Whatnot fans show strongest brand affinity for CarGurus (9.28×), Capital One (6.21×), and Google Maps (4.72×) over the country average.

Where do Whatnot fans live in United States?

Whatnot fans in United States are most concentrated in California (reach 768,645), Texas (reach 506,663), and Florida (reach 422,300). These three regions account for the largest share of the active audience.

What other brands do Whatnot fans also like?

Beyond Whatnot itself, the audience over-indexes on Capital One (6.21×), Google Maps (4.72×), Indeed.com (3.82×), and Playmobil (43.4×) 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 Whatnot. 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.