Working class Audience in United States

Working class logo

Working class has an estimated audience of 2,541,657 people in United States. 44.2% are female, 55.8% are male, average age 41.5. Top regions: California, New York, Texas. Top brand affinities: Keene, New Hampshire, Hibachi, Google Home, Wok, Urban Outfitters.

The average Working class fan in United States is 41.5 years old, more male, and lives primarily in California. The audience is concentrated in California, New York, Texas. Top brand affinities include Keene, New Hampshire, Hibachi, Google Home, with strongest over-indexing on Keene, New Hampshire (675× the country average). Demographically, the Working class audience skews more male with an average age of 41.5, and over-indexes on personality traits such as Patriotism, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Politics & Society · Type: Topic

Demographics of Working class fans

Demographic split for Working class audience in United States
MetricValue
Female44.2%
Male55.8%
Average age41.5
Estimated audience size2,541,657

Audience persona

The typical Working class fan in United States is more male, around 41.5 years old, with strong Patriotism tendencies and a notable affinity for Keene, New Hampshire.

Top regions in United States

Top regions ranked by reach for Working class in United States
RegionReachAffinity
California1,127,2904.03×
New York211,1101.49×
Texas197,0550.9×
Illinois193,6482.29×
Florida143,7550.84×
Pennsylvania85,0990.99×
Michigan75,2881.13×
Ohio69,5180.89×
Georgia65,6850.84×
North Carolina65,4550.86×
Colorado64,8981.62×
Massachusetts63,7701.27×
New Jersey61,9840.96×
Washington61,1621.2×
Virginia59,8940.97×
Maryland49,8921.14×
Minnesota46,1831.27×
Arizona43,9510.85×
Tennessee41,5010.81×
Indiana40,6960.88×
Oregon39,2551.35×
Missouri37,2820.91×
Wisconsin32,5270.85×
Connecticut28,0521.1×
Kentucky27,1260.85×
South Carolina25,6820.67×
Louisiana25,0020.76×
Oklahoma23,4910.83×
Nevada22,8580.93×
Alabama22,3780.63×
Iowa18,7900.9×
Utah16,1220.71×
Kansas15,3940.77×
Mississippi14,4200.69×
Arkansas13,7720.66×
Washington, District of Columbia13,1681.72×
Hawaii10,2390.94×
New Mexico9,5550.75×
Idaho9,0700.71×
Nebraska8,8850.7×
New Hampshire8,5830.86×
Rhode Island8,5251.05×
Maine8,0460.88×
West Virginia7,4400.63×
Delaware4,8770.7×
Alaska4,4550.82×
Montana4,4010.62×
Vermont3,9590.89×
South Dakota3,3220.57×
North Dakota2,9860.57×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Working class audience
BrandAffinityCategory
Keene, New Hampshire675×Travel & Leisure
Hibachi12.52×Food & Beverages
Google Home9.28×Technology & Electronics
Wok7.58×Food & Beverages
Urban Outfitters2.11×Shopping
Ira Glass17.62×Music & Radio
Israel2.01×Travel & Leisure
3D printing2.31×Technology & Electronics
Governor of Michigan6.62×Politics & Society
Goma15.42×Travel & Leisure
headspace7.89×Health
Goop4.39×Internet & Social Media
Grace Slick7.16×Music & Radio
Cherish (group)8.59×Music & Radio
Vocal harmony3.47×Music & Radio
Jeep Wagoneer4.31×Cars & Mobility
Grinch2.95×Movies & TV
TV Fanatic7.44×Movies & TV
Guitarist (magazine)7.96×Music & Radio
El Paso County, Colorado8.82×Travel & Leisure

Psychographic profile

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

Top personality traits over-indexed by Working class audience
TraitClusterScore
PatriotismCONSERVATISM1.87
SustainabilityBALANCE1.63
IndividualismJOY1.61
Need for SecurityCONSERVATISM1.56
Career OrientationPOWER1.33
TraditionCONSERVATISM1.3

Worldwide distribution

Worldwide audience distribution share by country for Working class
CountryShare
United States38.0%
United Kingdom8.3%
Saudi Arabia6.9%

See Working class audiences in other countries

More Politics & Society audiences in United States

Frequently asked questions

How many fans does Working class have in United States?

Working class has an estimated audience of 2,541,657 people in United States, concentrated in California and New York.

What is the gender split and age of Working class fans?

44.2% of Working class fans are female, 55.8% are male, with an average age of 41.5 years.

Which brands do Working class fans like most?

Working class fans show strongest brand affinity for Keene, New Hampshire (675×), Hibachi (12.52×), and Google Home (9.28×) over the country average.

Where do Working class fans live in United States?

Working class fans in United States are most concentrated in California (reach 1,127,290), New York (reach 211,110), and Texas (reach 197,055). These three regions account for the largest share of the active audience.

What other brands do Working class fans also like?

Beyond Working class itself, the audience over-indexes on Hibachi (12.52×), Google Home (9.28×), Wok (7.58×), and Urban Outfitters (2.11×) 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 Working class. 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.