Rascasse Audience Intelligence

Whatnot Target Market in United States

Whatnot has an estimated audience of 7M people in United States.

#2among Auctions in United States
#545among brands in United States#133in Shopping

The average Whatnot fan in United States is 41.4 years old, balanced, and lives primarily in California.

By number of fans, Whatnot ranks #2 among the 10 objects in Auctions in United States — 203.4× the group median.

Women make up 48.1% of the fan base, 2.0 percentage points more than the group average.

Compared with the other 9 objects in Auctions, Whatnot fans stand out for their interest in Aquaphor, Wetsuit and Clash Royale.

Most fans live in California, Florida, Texas.

Top affinities include Aquaphor, Wetsuit, Clash Royale, with strongest over-indexing on Aquaphor (12.51× the country average).

Demographically, the Whatnot audience skews balanced with an average age of 41.4, and over-indexes on personality traits such as Early Adopter Mentality, Luxury Orientation.

The typical Whatnot fan in United States is balanced, around 41.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Aquaphor.

Category: Shopping · Type: Brand · Subtype: Auctions

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
7M
in United States
Gender
48.1%♀
51.9% male
Age
41.4
average years
Country rank
#4920
among all objects in United States
Fig. 01

Search interest · 12-month trend

+90%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Whatnot

48.1% are female, 51.9% are male, average age 41.4.

Fig. 02

Gender split

48.1%
Female
51.9%
Male
Demographic split for Whatnot audience in United States
MetricValue
Female48.1%
Male51.9%
Average age41.4
Estimated audience size7M
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Whatnot audience in United States
Age bracketShare%
16-2416%
25-3419%
35-4420%
45-5421%
55+24%
Fig. 04

Worldwide distribution

67.1%

of the worldwide Whatnot audience comes from United States.

Worldwide audience distribution share by country for Whatnot
CountryShare
United States67.1%
United Kingdom13.2%
France6.3%
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

Fig. 05

Top regions by affinity

Whatnot customers by region in United States
#RegionReachAffinity×
01West Virginia~50K1.44×
02Maine~40K1.40×
03Arkansas~80K1.33×
04Kentucky~100K1.31×
05North Dakota~20K1.26×
06Iowa~80K1.22×
07Indiana~200K1.19×
08Missouri~200K1.19×
09South Dakota~20K1.18×
10Oklahoma~90K1.13×
11Tennessee~200K1.12×
12Mississippi~70K1.12×
13Alabama~100K1.11×
14Idaho~40K1.10×
15New Hampshire~30K1.10×
16Ohio~300K1.07×
17Kansas~70K1.07×
18Wyoming~10K1.06×
19Wisconsin~100K1.05×
20Louisiana~100K1.02×
21Nebraska~40K1.02×
22Pennsylvania~300K1.01×
23Michigan~200K1.01×
24South Carolina~100K1.01×
25Montana~20K0.99×
26North Carolina~200K0.98×
27Oregon~90K0.97×
28Florida~400K0.95×
29Minnesota~100K0.95×
30Nevada~60K0.95×
31Delaware~20K0.95×
32California~800K0.94×
33Arizona~200K0.94×
34Vermont~10K0.94×
35Rhode Island~20K0.93×
36Washington~100K0.92×
37Hawaii~30K0.90×
38Georgia~200K0.89×
39New York~400K0.88×
40New Jersey~200K0.86×
41Texas~400K0.85×
42Illinois~200K0.85×
43Virginia~200K0.84×
44Utah~60K0.83×
45New Mexico~40K0.83×
46Connecticut~60K0.81×
47Alaska~10K0.80×
48Massachusetts~100K0.79×
49Colorado~100K0.78×
50Maryland~90K0.72×
Fig. 06

Affinity by region

Affinity by region — Whatnot, United States
0.72×1.00×1.44×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Whatnot audience vs. the country average
#·InterestCategoryAffinity×
01AquaphorBeauty & Wellness12.51×
02WetsuitSports12.12×
03Clash RoyaleGames7.18×
04Influencer marketingInternet & Social Media5.25×
05TwitchGames3.18×
06Massively multiplayer online gamesGames3.12×
07PandoraFashion & Accessoires3.10×
08League of LegendsGames2.98×
09Mobile gameGames2.46×
10NintendoGames2.34×
11Call of DutyGames2.33×
12AuctionShopping2.22×
13Ariana GrandeMusic & Radio2.01×
14Anime and manga fandomLiterature1.86×
15InnovationBusiness & Career1.82×
16Game consolesTechnology & Electronics1.72×
17Digital photographyBusiness & Career1.69×
18Wawa Inc.Shopping1.66×
19TikTokInternet & Social Media1.57×
20Planet FitnessSports1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Whatnot audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Whatnot audience vs. the country average · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.40×
Luxury OrientationPREMIUM1.32×
Risk AppetiteTHRILL1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Whatnot audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.92×
TraditionCONSERVATISM0.93×
SpiritualityBALANCE0.97×
0×1.00× baseline2×
Appendix

Explore more audiences

More Auctions audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Whatnot over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/whatnot-10009687” · Methodology