Rascasse Audience Intelligence

Yahoo! Audience in United States

A data profile of the people who buy, follow and care about Yahoo! in United States — modelled from more than twelve digital signal sources. Yahoo! has an estimated audience of 15,574,110 people in United States.

#55among Website / Newspaper / Magazine in United States#38in Internet & Social Media

The average Yahoo! fan in United States is 41.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include verizon, Yahoo! News, Tumblr, with strongest over-indexing on verizon (3.48× the country average).

Demographically, the Yahoo! audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Community Orientation, Spirituality.

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

The typical Yahoo! fan in United States is more female, around 41.1 years old, with strong Community Orientation tendencies and a notable affinity for verizon.

Category: Internet & Social Media · 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 Yahoo! profile in United States.

Audience size
15.6M
in United States
Gender
59.2%♀
40.8% male
Age
41.1
average years
Country rank
#2226
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Yahoo!

59.2% are female, 40.8% are male, average age 41.1.

Fig. 02

Gender split

59.2%
Female
40.8%
Male
Demographic split for Yahoo! audience in United States
MetricValue
Female59.2%
Male40.8%
Average age41.1
Estimated audience size15,574,110
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the Yahoo! audience in United States
Age bracketShare%
16-1922%
20-2915%
30-3915%
40-4918%
50+30%
Fig. 04

Worldwide distribution

23.4%

of the worldwide Yahoo! audience comes from United States.

Worldwide audience distribution share by country for Yahoo!
CountryShare
United States23.4%
Japan6.7%
China5.1%
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 Yahoo! audience in United States is strongest.

Fig. 05

Top regions by affinity

Yahoo! fans by region: top regions in United States
#RegionReachAffinity×
01Wisconsin~300K1.36×
02Connecticut~200K1.26×
03Illinois~600K1.24×
04Ohio~600K1.24×
05Michigan~500K1.19×
06California~2M1.15×
07Missouri~300K1.12×
08New Mexico~90K1.12×
09Nevada~200K1.10×
10New Hampshire~70K1.10×
11Maine~60K1.10×
12Louisiana~200K1.08×
13Rhode Island~50K1.07×
14Vermont~30K1.07×
15Arizona~300K1.06×
16Kansas~100K1.05×
17West Virginia~80K1.05×
18Texas~1.5M1.03×
19Pennsylvania~500K1.03×
20Indiana~300K1.02×
21Maryland~300K1.02×
22Arkansas~100K1.00×
23North Carolina~500K0.99×
24Minnesota~200K0.98×
25Georgia~500K0.97×
26New Jersey~400K0.97×
27Massachusetts~300K0.97×
28Virginia~400K0.96×
29South Carolina~200K0.96×
30Oregon~200K0.96×
31Oklahoma~200K0.96×
32Tennessee~300K0.95×
33Colorado~200K0.95×
34Mississippi~100K0.95×
35Florida~1M0.94×
36Delaware~40K0.94×
37Kentucky~200K0.93×
38Montana~40K0.93×
39South Dakota~30K0.93×
40Alaska~30K0.93×
41Hawaii~60K0.92×
42Nebraska~70K0.90×
43North Dakota~30K0.90×
44New York~800K0.88×
45Iowa~100K0.88×
46Idaho~70K0.88×
47Washington~300K0.87×
48Alabama~200K0.87×
49Washington, District of Columbia~30K0.74×
50Utah~90K0.63×
Fig. 06

Affinity by region

Affinity by region — Yahoo!, United States
0.63×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Yahoo! audience
#·InterestCategoryAffinity×
01Tennis WarehouseShopping6.12×
02Web serviceInternet & Social Media4.04×
03Yahoo! SearchInternet & Social Media3.93×
04The Championships, WimbledonSports3.62×
05verizonTechnology & Electronics3.48×
06TumblrInternet & Social Media3.38×
07ReutersNews3.08×
08Yahoo! NewsNews2.87×
09Ben SheltonSports2.38×
10Bored PandaInternet & Social Media2.18×
11Spirit HalloweenKids & Family1.94×
12Michigan LotteryGames1.92×
13Tabloid (newspaper format)Literature1.69×
14MSNNews1.55×
15New York PostNews1.55×
16Conservatism in the United StatesPolitics & Society1.53×
17Medicare (United States)Health1.53×
18Mitch McConnellPolitics & Society1.52×
19Melania TrumpPolitics & Society1.52×
20NerdTechnology & Electronics1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Yahoo! 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 Yahoo! audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.29×
SpiritualityBALANCE1.21×
PatriotismCONSERVATISM1.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Yahoo! audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.93×
Quality AwarenessPREMIUM0.94×
Early Adopter MentalityPOWER0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Yahoo! have in United States?

Yahoo! has an estimated audience of 15,574,110 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Yahoo! fans?

59.2% of Yahoo! fans are female, 40.8% are male, with an average age of 41.1 years.

03

Which brands do Yahoo! fans like most?

Yahoo! fans show strongest brand affinity for verizon (3.48×), Yahoo! News (2.87×), and Tumblr (3.38×) over the country average.

04

Where do Yahoo! fans live in United States?

Yahoo! fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Yahoo! fans also like?

Beyond Yahoo! itself, the audience over-indexes on Yahoo! News (2.87×), Tumblr (3.38×), Mitch McConnell (1.52×), and MSN (1.55×) compared to the United States average.

Appendix

Explore more audiences

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

More Internet & Social Media audiences in United States

See Yahoo! audiences in other countries

How to read this data

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