Rascasse Audience Intelligence

Yahoo! Search Audience in United States

A data profile of the people who buy, follow and care about Yahoo! Search in United States — modelled from more than twelve digital signal sources. Yahoo! Search has an estimated audience of 4,275,940 people in United States.

#205among Website / Newspaper / Magazine in United States#101in Internet & Social Media

The average Yahoo! Search fan in United States is 51.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Google Drive, Pippa Middleton, R (programming language), with strongest over-indexing on Google Drive (22.72× the country average).

Demographically, the Yahoo! Search audience skews more female with an average age of 51.1, and over-indexes on personality traits such as Quality Awareness, Need for Security.

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

The typical Yahoo! Search fan in United States is more female, around 51.1 years old, with strong Quality Awareness tendencies and a notable affinity for Google Drive.

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! Search profile in United States.

Audience size
4.3M
in United States
Gender
63.2%♀
36.8% male
Age
51.1
average years
Country rank
#7604
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Yahoo! Search

63.2% are female, 36.8% are male, average age 51.1.

Fig. 02

Gender split

63.2%
Female
36.8%
Male
Demographic split for Yahoo! Search audience in United States
MetricValue
Female63.2%
Male36.8%
Average age51.1
Estimated audience size4,275,940
Fig. 03

Age distribution

Ø 51.1
average years
Age distribution of the Yahoo! Search audience in United States
Age bracketShare%
16-196%
20-296%
30-398%
40-4921%
50+59%
Fig. 04

Worldwide distribution

36.1%

of the worldwide Yahoo! Search audience comes from United States.

Worldwide audience distribution share by country for Yahoo! Search
CountryShare
United States36.1%
Indonesia15.1%
United Kingdom8.3%
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! Search audience in United States is strongest.

Fig. 05

Top regions by affinity

Yahoo! Search fans by region: top regions in United States
#RegionReachAffinity×
01West Virginia~30K1.73×
02Arkansas~60K1.60×
03Michigan~200K1.50×
04Maine~20K1.49×
05Ohio~200K1.40×
06Mississippi~50K1.32×
07New Hampshire~20K1.32×
08Pennsylvania~200K1.31×
09Kentucky~70K1.31×
10Missouri~90K1.30×
11Oklahoma~60K1.29×
12Alabama~70K1.21×
13Louisiana~60K1.14×
14Iowa~40K1.13×
15North Carolina~100K1.11×
16Nebraska~20K1.11×
17Montana~10K1.11×
18Oregon~50K1.09×
19Wisconsin~70K1.07×
20Tennessee~90K1.06×
21Indiana~80K1.06×
22South Carolina~70K1.05×
23Kansas~30K1.02×
24Florida~300K1.01×
25South Dakota~9K0.96×
26Georgia~100K0.94×
27Minnesota~60K0.94×
28Rhode Island~10K0.90×
29California~400K0.89×
30Illinois~100K0.88×
31Texas~300K0.87×
32Connecticut~40K0.87×
33Nevada~40K0.87×
34Wyoming~5K0.86×
35New Mexico~20K0.85×
36Virginia~90K0.84×
37New Jersey~90K0.83×
38New York~200K0.82×
39Massachusetts~70K0.80×
40Idaho~20K0.80×
41Delaware~9K0.78×
42Arizona~60K0.75×
43Maryland~50K0.74×
44Washington~60K0.71×
45Alaska~6K0.71×
46Hawaii~10K0.69×
47Colorado~50K0.68×
48Washington, District of Columbia~9K0.67×
49North Dakota~6K0.66×
50Utah~20K0.63×
Fig. 06

Affinity by region

Affinity by region — Yahoo! Search, United States
0.63×1.00×1.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Yahoo! Search audience
#·InterestCategoryAffinity×
01Pippa MiddletonPolitics & Society69.57×
02R (programming language)Technology & Electronics67.87×
03Beyond RetroShopping42.43×
04Kensington PalaceTravel & Leisure31.79×
05Google DriveTechnology & Electronics22.72×
06Sam ElliottMovies & TV5.47×
07Retirement communityKids & Family5.22×
08Retirement planningBusiness & Career4.82×
09Garden furnitureHome & Garden4.62×
10Robert RedfordMovies & TV4.25×
11Home insuranceBusiness & Career4.00×
12RetirementBusiness & Career3.62×
13Life insuranceBusiness & Career3.43×
14Health insuranceBusiness & Career3.36×
15NostalgiaHome & Garden3.34×
16Home AppliancesHome & Garden2.37×
17MSNNews2.30×
18BankingBusiness & Career2.08×
19Breaking newsMovies & TV2.01×
20PinterestInternet & Social Media1.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Yahoo! Search 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! Search audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.28×
Need for SecurityCONSERVATISM2.07×
Career OrientationPOWER1.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Yahoo! Search audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.75×
ExtroversionTHRILL0.76×
Risk AppetiteTHRILL0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Yahoo! Search have in United States?

Yahoo! Search has an estimated audience of 4,275,940 people in United States, concentrated in California and Texas.

02

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

63.2% of Yahoo! Search fans are female, 36.8% are male, with an average age of 51.1 years.

03

Which brands do Yahoo! Search fans like most?

Yahoo! Search fans show strongest brand affinity for Google Drive (22.72×), Pippa Middleton (69.57×), and R (programming language) (67.87×) over the country average.

04

Where do Yahoo! Search fans live in United States?

Yahoo! Search fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Yahoo! Search fans also like?

Beyond Yahoo! Search itself, the audience over-indexes on Pippa Middleton (69.57×), R (programming language) (67.87×), Kensington Palace (31.79×), and Nostalgia (3.34×) 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! Search 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! Search. 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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