Working parent Audience in United States
Working parent has an estimated audience of 8,358,857 people in United States. 74.2% are female, 25.8% are male, average age 41.6. Top regions: California, Kentucky, Louisiana. Top brand affinities: Indeed.com, Google Maps, Capital One, Khan Academy, Google News.
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, Kentucky, Louisiana. Top brand affinities include Indeed.com, Google Maps, Capital One, with strongest over-indexing on Indeed.com (14.4× 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, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
Category: Kids & Family · Type: Topic
Demographics of Working parent fans
| Metric | Value |
|---|---|
| Female | 74.2% |
| Male | 25.8% |
| Average age | 41.6 |
| Estimated audience size | 8,358,857 |
Audience persona
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 Indeed.com.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 210,531 | 0.23× |
| Kentucky | 179,894 | 1.72× |
| Louisiana | 151,508 | 1.41× |
| Virginia | 150,878 | 0.74× |
| Ohio | 141,855 | 0.55× |
| Texas | 130,102 | 0.18× |
| Alabama | 110,809 | 0.95× |
| Florida | 106,318 | 0.19× |
| Tennessee | 105,566 | 0.63× |
| New York | 103,817 | 0.22× |
| Indiana | 102,120 | 0.67× |
| Kansas | 102,092 | 1.55× |
| Missouri | 98,900 | 0.73× |
| Pennsylvania | 97,267 | 0.35× |
| Iowa | 96,921 | 1.41× |
| North Carolina | 94,956 | 0.38× |
| Georgia | 94,186 | 0.37× |
| Michigan | 94,144 | 0.43× |
| Wisconsin | 93,643 | 0.74× |
| North Dakota | 92,407 | 5.38× |
| Illinois | 91,230 | 0.33× |
| Arizona | 90,180 | 0.53× |
| Massachusetts | 89,708 | 0.54× |
| Nebraska | 89,180 | 2.13× |
| Connecticut | 89,044 | 1.06× |
| Colorado | 87,326 | 0.66× |
| Oregon | 87,298 | 0.91× |
| Utah | 86,777 | 1.16× |
| Maryland | 85,783 | 0.6× |
| New Jersey | 85,576 | 0.4× |
| Minnesota | 83,666 | 0.7× |
| Washington | 80,834 | 0.48× |
| Delaware | 78,754 | 3.41× |
| Washington, District of Columbia | 56,863 | 2.26× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Indeed.com | 14.4× | Business & Career |
| Google Maps | 13.38× | Internet & Social Media |
| Capital One | 12.67× | Business & Career |
| Khan Academy | 23.35× | Business & Career |
| Google News | 15.01× | News |
| Circle K | 14.4× | Shopping |
| Enterprise Rent-A-Car | 11.99× | Cars & Mobility |
| Kendra Scott | 20.27× | Fashion & Accessoires |
| DeviantArt | 11.67× | Internet & Social Media |
| AccuWeather | 10.54× | Home & Garden |
| Diane Keaton | 10.06× | Movies & TV |
| CarGurus | 9.19× | Cars & Mobility |
| ICloud | 14.42× | Technology & Electronics |
| Catherine Zeta-Jones | 17.34× | Movies & TV |
| Beetlejuice | 7.36× | Movies & TV |
| Dakota Johnson | 14.57× | Movies & TV |
| Billy Bob Thornton | 12.56× | Movies & TV |
| Demi Moore | 13.16× | Movies & TV |
| Bruce Willis | 10.15× | Movies & TV |
| Jeff Bezos | 15.46× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.9 |
| LGBTQ+ Identity | OPEN | 1.82 |
| Family Orientation | CONSERVATISM | 1.71 |
| Design Affinity | PREMIUM | 1.49 |
| Healthy Lifestyle | BALANCE | 1.37 |
| Indulgence | JOY | 1.36 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.8% |
| Japan | 11.2% |
| Indonesia | 7.0% |
See Working parent audiences in other countries
More Kids & Family audiences in United States
- Food and drink (182,612,063)
- Music (181,108,961)
- Shopping and fashion (177,150,005)
- Sports and outdoors (173,827,889)
- Sports (173,190,295)
Frequently asked questions
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 Kentucky.
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.
Which brands do Working parent fans like most?
Working parent fans show strongest brand affinity for Indeed.com (14.4×), Google Maps (13.38×), and Capital One (12.67×) over the country average.
Where do Working parent fans live in United States?
Working parent fans in United States are most concentrated in California (reach 210,531), Kentucky (reach 179,894), and Louisiana (reach 151,508). These three regions account for the largest share of the active audience.
What other brands do Working parent fans also like?
Beyond Working parent itself, the audience over-indexes on Google Maps (13.38×), Capital One (12.67×), Khan Academy (23.35×), and Google News (15.01×) 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 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.