Rascasse Audience Intelligence

Working parent Audience in United States

A data profile of the people who buy, follow and care about Working parent in United States — modelled from more than twelve digital signal sources. Working parent has an estimated audience of 8,358,857 people in United States.

#2644among Topic in United States#126in Kids & Family

The average Working parent fan in United States is 41.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Trader Joe's, Baby food, Planet Fitness, with strongest over-indexing on Trader Joe's (2.67× the country average).

Demographically, the Working parent audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Luxury Orientation, Family Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.

The typical Working parent fan in United States is more female, around 41.6 years old, with strong Luxury Orientation tendencies and a notable affinity for Trader Joe's.

Category: Kids & Family · Type: Topic

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 Working parent profile in United States.

Audience size
8.4M
in United States
Gender
74.2%♀
25.8% male
Age
41.6
average years
Country rank
#4238
Topic in United States
Fig. 01

Search interest · 12-month trend

-18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Working parent fans

74.2% are female, 25.8% are male, average age 41.6.

Fig. 02

Gender split

74.2%
Female
25.8%
Male
Demographic split for Working parent audience in United States
MetricValue
Female74.2%
Male25.8%
Average age41.6
Estimated audience size8,358,857
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the Working parent audience in United States
Age bracketShare%
16-199%
20-2922%
30-3926%
40-4921%
50+22%
Fig. 04

Worldwide distribution

25.8%

of the worldwide Working parent audience comes from United States.

Worldwide audience distribution share by country for Working parent
CountryShare
United States25.8%
Japan11.2%
Indonesia7.0%
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 Working parent audience in United States is strongest.

Fig. 05

Top regions by affinity

Working parent fans by region: top regions in United States
#RegionReachAffinity×
01North Dakota~30K1.51×
02Delaware~30K1.27×
03Washington, District of Columbia~30K1.14×
04Nebraska~50K1.12×
05Kentucky~100K1.11×
06Kansas~70K1.06×
07Louisiana~100K1.05×
08Iowa~70K1.04×
09Connecticut~80K1.01×
10Utah~80K1.01×
11Alabama~100K0.99×
12Oregon~90K0.99×
13Missouri~100K0.97×
14Wisconsin~100K0.97×
15Minnesota~100K0.97×
16Tennessee~200K0.96×
17Indiana~100K0.96×
18Maryland~100K0.96×
19Colorado~100K0.96×
20Virginia~200K0.95×
21Arizona~200K0.95×
22Massachusetts~200K0.95×
23Michigan~200K0.94×
24Washington~200K0.94×
25Georgia~200K0.93×
26Ohio~200K0.93×
27North Carolina~200K0.93×
28New Jersey~200K0.93×
29Pennsylvania~300K0.92×
30Illinois~300K0.92×
31Florida~500K0.91×
32New York~400K0.90×
33Texas~600K0.89×
34California~800K0.83×
Fig. 06

Affinity by region

Affinity by region — Working parent, United States
0.83×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Working parent audience
#·InterestCategoryAffinity×
01Parental leaveKids & Family6.05×
02Child developmentBusiness & Career4.70×
03Pressure cookingHome & Garden4.61×
04Baby foodKids & Family4.57×
05Diaper bagKids & Family3.96×
06Frozen foodFood & Beverages3.91×
07Child careKids & Family2.89×
08Trader Joe'sShopping2.67×
09Planet FitnessSports2.51×
10Wendy'sFood & Beverages2.46×
11SupermarketShopping2.34×
12IKEAHome & Garden2.12×
13Snack foodFood & Beverages2.01×
14CVS PharmacyShopping1.89×
15RedditInternet & Social Media1.77×
16TMZInternet & Social Media1.70×
17Hobby LobbyHome & Garden1.66×
18Organic foodFood & Beverages1.64×
19Target CorporationShopping1.58×
20WalgreensShopping1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Working parent 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 Working parent audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.96×
Family OrientationCONSERVATISM1.77×
Price SensitivityPREMIUM1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Working parent audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.98×
Early Adopter MentalityPOWER1.02×
TraditionCONSERVATISM1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Working parent have in United States?

Working parent has an estimated audience of 8,358,857 people in United States, concentrated in California and Texas.

02

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

74.2% of Working parent fans are female, 25.8% are male, with an average age of 41.6 years.

03

Which brands do Working parent fans like most?

Working parent fans show strongest brand affinity for Trader Joe's (2.67×), Baby food (4.57×), and Planet Fitness (2.51×) over the country average.

04

Where do Working parent fans live in United States?

Working parent fans in United States are most concentrated in California (reach ~800K), Texas (reach ~600K), and Florida (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Working parent fans also like?

Beyond Working parent itself, the audience over-indexes on Baby food (4.57×), Planet Fitness (2.51×), Child development (4.7×), and Diaper bag (3.96×) compared to the United States average.

Appendix

Explore more audiences

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

More Kids & Family audiences in United States

See Working parent audiences in other countries

How to read this data

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