Rascasse Audience Intelligence

WSJ. Audience in United States

A data profile of the people who buy, follow and care about WSJ. in United States — modelled from more than twelve digital signal sources. WSJ. has an estimated audience of 6,279,177 people in United States.

#144among Website / Newspaper / Magazine in United States#514in Business & Career

The average WSJ. fan in United States is 46.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Florida.

Top brand affinities include Augmented reality, McKinsey & Company, Innovation, with strongest over-indexing on Augmented reality (13.26× the country average).

Demographically, the WSJ. audience skews balanced with an average age of 46.3, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical WSJ. fan in United States is balanced, around 46.3 years old, with strong Quality Awareness tendencies and a notable affinity for Augmented reality.

Category: Business & Career · Type: Website / Newspaper / Magazine

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 WSJ. profile in United States.

Audience size
6.3M
in United States
Gender
54.9%♀
45.1% male
Age
46.3
average years
Country rank
#5522
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of WSJ.

54.9% are female, 45.1% are male, average age 46.3.

Fig. 02

Gender split

54.9%
Female
45.1%
Male
Demographic split for WSJ. audience in United States
MetricValue
Female54.9%
Male45.1%
Average age46.3
Estimated audience size6,279,177
Fig. 03

Age distribution

Ø 46.3
average years
Age distribution of the WSJ. audience in United States
Age bracketShare%
16-196%
20-2912%
30-3918%
40-4927%
50+36%
Fig. 04

Worldwide distribution

49.1%

of the worldwide WSJ. audience comes from United States.

Worldwide audience distribution share by country for WSJ.
CountryShare
United States49.1%
China18.6%
Poland3.0%
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 WSJ. audience in United States is strongest.

Fig. 05

Top regions by affinity

WSJ. fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~60K3.28×
02Massachusetts~300K2.23×
03New York~700K1.95×
04Connecticut~100K1.95×
05Vermont~20K1.77×
06Maine~40K1.56×
07New Jersey~200K1.53×
08Virginia~200K1.46×
09Rhode Island~30K1.45×
10Maryland~100K1.35×
11New Hampshire~30K1.27×
12Colorado~100K1.26×
13Washington~200K1.24×
14Illinois~200K1.18×
15California~800K1.12×
16Delaware~20K1.10×
17Montana~20K1.09×
18Pennsylvania~200K1.06×
19Minnesota~90K1.03×
20Hawaii~20K0.91×
21Florida~400K0.90×
22Georgia~200K0.90×
23Oregon~60K0.89×
24Wyoming~8K0.89×
25North Carolina~200K0.88×
26Arizona~100K0.87×
27South Carolina~80K0.84×
28New Mexico~30K0.84×
29Michigan~100K0.83×
30Wisconsin~80K0.83×
31Alaska~10K0.81×
32Utah~40K0.77×
33Idaho~20K0.76×
34Ohio~100K0.75×
35Missouri~80K0.75×
36Indiana~80K0.72×
37Texas~400K0.71×
38Tennessee~90K0.68×
39Kansas~30K0.64×
40Nebraska~20K0.62×
41Iowa~30K0.61×
42South Dakota~9K0.61×
43Nevada~40K0.58×
44Kentucky~40K0.53×
45West Virginia~20K0.53×
46Louisiana~40K0.52×
47Oklahoma~30K0.44×
48Alabama~40K0.41×
49Arkansas~20K0.39×
50Mississippi~20K0.33×
Fig. 06

Affinity by region

Affinity by region — WSJ., United States
0.33×1.00×3.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for WSJ. audience
#·InterestCategoryAffinity×
01First Republic BankBusiness & Career29.18×
02McKinsey & CompanyBusiness & Career24.36×
03Harvard Business ReviewBusiness & Career16.87×
04Augmented realityTechnology & Electronics13.26×
05Art dealerArts & Culture10.67×
06Max MaraFashion & Accessoires8.80×
07Business schoolBusiness & Career8.62×
08The EconomistBusiness & Career8.30×
09Black Panther (film)Movies & TV6.56×
10Peter ThielBusiness & Career6.13×
11TechCrunchTechnology & Electronics5.66×
12InnovationBusiness & Career5.41×
13BankingBusiness & Career2.48×
14FedExBusiness & Career2.41×
15Burger KingFood & Beverages2.29×
16Bank of AmericaBusiness & Career1.84×
17American AirlinesTravel & Leisure1.81×
18WineFood & Beverages1.70×
19PinterestInternet & Social Media1.62×
20Home improvementHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the WSJ. 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 WSJ. audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.60×
Luxury OrientationPREMIUM2.39×
Early Adopter MentalityPOWER2.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by WSJ. audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.71×
IndividualismJOY0.83×
ExtroversionTHRILL0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does WSJ. have in United States?

WSJ. has an estimated audience of 6,279,177 people in United States, concentrated in California and New York.

02

What is the gender split and age of WSJ. fans?

54.9% of WSJ. fans are female, 45.1% are male, with an average age of 46.3 years.

03

Which brands do WSJ. fans like most?

WSJ. fans show strongest brand affinity for Augmented reality (13.26×), McKinsey & Company (24.36×), and Innovation (5.41×) over the country average.

04

Where do WSJ. fans live in United States?

WSJ. fans in United States are most concentrated in California (reach ~800K), New York (reach ~700K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do WSJ. fans also like?

Beyond WSJ. itself, the audience over-indexes on McKinsey & Company (24.36×), Innovation (5.41×), Harvard Business Review (16.87×), and Business school (8.62×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See WSJ. audiences in other countries

How to read this data

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