Yum! Brands Audience in United States

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Yum! Brands has an estimated audience of 1,992,840 people in United States. 53.0% are female, 47.0% are male, average age 38.1. Top regions: California, Texas, Minnesota. Top brand affinities: Rock on the Range, Yeah Yeah Yeahs, CSS, River Island, Taco Bell.

The average Yum! Brands fan in United States is 38.1 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Minnesota. Top brand affinities include Rock on the Range, Yeah Yeah Yeahs, CSS, with strongest over-indexing on Rock on the Range (1542.81× the country average). Demographically, the Yum! Brands audience skews balanced with an average age of 38.1, and over-indexes on personality traits such as Convenience Orientation, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

Demographics of Yum! Brands fans

Demographic split for Yum! Brands audience in United States
MetricValue
Female53.0%
Male47.0%
Average age38.1
Estimated audience size1,992,840

Audience persona

The typical Yum! Brands fan in United States is balanced, around 38.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Rock on the Range.

Top regions in United States

Top regions ranked by reach for Yum! Brands in United States
RegionReachAffinity
California181,7340.83×
Texas146,5510.86×
Minnesota145,6295.1×
Florida134,4231×
Tennessee126,1813.16×
New York89,9700.81×
Georgia69,8641.14×
Illinois65,5590.99×
Ohio58,1690.95×
Kentucky54,4392.18×
Pennsylvania48,1370.72×
North Carolina47,2480.79×
Michigan44,7690.86×
Virginia39,7330.82×
New Jersey37,2380.73×
Indiana37,1251.02×
Arizona35,4010.87×
Maryland34,8081.02×
Washington29,5350.74×
Missouri27,8550.87×
Washington, District of Columbia26,7284.46×
Massachusetts26,3030.67×
Wisconsin24,2430.81×
South Carolina23,5930.79×
Alabama23,4990.84×
Colorado23,2960.74×
Louisiana22,8620.89×
Oklahoma18,0900.82×
Oregon17,2630.76×
Nevada15,1810.79×
Mississippi14,7000.9×
Arkansas14,4140.88×
Kansas13,4960.86×
Connecticut13,1280.66×
Utah11,9970.67×
Iowa11,9230.73×
Nebraska7,4170.74×
Idaho7,0650.71×
West Virginia6,5350.7×
New Mexico5,7500.58×
Hawaii5,4960.64×
New Hampshire4,9500.63×
Rhode Island4,4400.7×
Maine4,1470.58×
North Dakota3,5120.86×
Delaware3,3980.62×
Montana3,0370.55×
South Dakota2,5790.56×
Alaska2,0250.48×
Vermont1,6990.49×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Yum! Brands audience
BrandAffinityCategory
Rock on the Range1542.81×Music & Radio
Yeah Yeah Yeahs478.36×Music & Radio
CSS219.84×Music & Radio
River Island91.09×Fashion & Accessoires
Taco Bell9.01×Food & Beverages
The Stills478.36×Music & Radio
In-N-Out Burger4.71×Food & Beverages
Fish and chips10.67×Food & Beverages
Fast food2.61×Food & Beverages
Eating2.34×Food & Beverages
Fast food restaurants3.83×Food & Beverages
Virtue2.68×Politics & Society
Instant messaging2.42×Internet & Social Media
Televisions1.72×Technology & Electronics
Cheese2.75×Food & Beverages
Euphoria1.58×Movies & TV
Burger King2.43×Food & Beverages
Family1.53×Kids & Family
Flatbread4.94×Food & Beverages
Texas Roadhouse2.26×Food & Beverages

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Yum! Brands audience
TraitClusterScore
Convenience OrientationPREMIUM1.78
LGBTQ+ IdentityOPEN1.52
ExtroversionTHRILL1.26
Family OrientationCONSERVATISM1.23
Urban LifestyleOPEN1.2
IndulgenceJOY1.2

Worldwide distribution

Worldwide audience distribution share by country for Yum! Brands
CountryShare
United States29.0%
United Kingdom11.7%
Canada6.9%

See Yum! Brands audiences in other countries

More Fast food restaurants audiences in United States

Frequently asked questions

How many fans does Yum! Brands have in United States?

Yum! Brands has an estimated audience of 1,992,840 people in United States, concentrated in California and Texas.

What is the gender split and age of Yum! Brands fans?

53.0% of Yum! Brands fans are female, 47.0% are male, with an average age of 38.1 years.

Which brands do Yum! Brands fans like most?

Yum! Brands fans show strongest brand affinity for Rock on the Range (1542.81×), Yeah Yeah Yeahs (478.36×), and CSS (219.84×) over the country average.

Where do Yum! Brands fans live in United States?

Yum! Brands fans in United States are most concentrated in California (reach 181,734), Texas (reach 146,551), and Minnesota (reach 145,629). These three regions account for the largest share of the active audience.

What other brands do Yum! Brands fans also like?

Beyond Yum! Brands itself, the audience over-indexes on Yeah Yeah Yeahs (478.36×), CSS (219.84×), River Island (91.09×), and Taco Bell (9.01×) 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 Yum! Brands. 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.