Rascasse Audience Intelligence

The Wall Street Journal Audience Demographics in United States

The Wall Street Journal has an estimated audience of 976K people in United States.

#65among Newspaper in United States
#767among websites & media in United States
#211in News

The average The Wall Street Journal fan in United States is 43.9 years old, balanced, and lives primarily in New York.

By number of fans, The Wall Street Journal ranks #65 among the 1320 objects in Newspaper in United States — 0.8× the group median.

Its fans are 1.9 years older than the group average of 42.0.

Women make up 48.7% of the fan base, 1.5 percentage points fewer than the group average.

Compared with the other 1319 objects in Newspaper, The Wall Street Journal fans stand out for their interest in Retirement age, Women's fiction and Self-confidence.

Most fans live in New York, California, Florida.

Top affinities include Retirement age, Women's fiction, Self-confidence, with strongest over-indexing on Retirement age (7.13× the country average).

Demographically, the The Wall Street Journal audience skews balanced with an average age of 43.9, and over-indexes on personality traits such as Sustainability, Career Orientation.

The typical The Wall Street Journal fan in United States is balanced, around 43.9 years old, with strong Sustainability tendencies and a notable affinity for Retirement age.

Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
976K
in United States
Gender
48.7%♀
51.3% male
Age
43.9
average years
Country rank
#24854
among all objects in United States
Fig. 01

Search interest · 12-month trend

-0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Audience demographics of The Wall Street Journal

48.7% are female, 51.3% are male, average age 43.9.

Fig. 02

Gender split

48.7%
Female
51.3%
Male
Demographic split for The Wall Street Journal audience in United States
MetricValue
Female48.7%
Male51.3%
Average age43.9
Estimated audience size976K
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the The Wall Street Journal audience in United States
Age bracketShare%
16-2412%
25-3416%
35-4420%
45-5423%
55+29%
Fig. 04

Worldwide distribution

6.9%

of the worldwide The Wall Street Journal audience comes from United States.

Worldwide audience distribution share by country for The Wall Street Journal
CountryShare
China16.4%
India8.3%
Japan7.6%
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

The Wall Street Journal fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~6K2.98×
02New York~100K2.00×
03Massachusetts~30K1.60×
04Connecticut~10K1.42×
05New Hampshire~5K1.39×
06Maine~5K1.25×
07New Jersey~30K1.22×
08Virginia~30K1.22×
09Rhode Island~4K1.17×
10Delaware~3K1.17×
11Vermont~2K1.17×
12Pennsylvania~40K1.11×
13Alaska~2K1.06×
14Michigan~30K1.03×
15Arizona~20K1.03×
16Wisconsin~20K1.03×
17Kansas~9K1.01×
18Florida~60K1.00×
19Iowa~9K1.00×
20Idaho~5K1.00×
21South Dakota~3K1.00×
22Maryland~20K0.99×
23California~100K0.96×
24Illinois~40K0.95×
25Ohio~30K0.94×
26New Mexico~6K0.94×
27Colorado~20K0.92×
28South Carolina~10K0.92×
29Missouri~20K0.90×
30Washington~20K0.89×
31Oregon~10K0.88×
32Alabama~10K0.87×
33Nevada~8K0.87×
34Nebraska~5K0.87×
35Utah~8K0.86×
36Texas~60K0.85×
37Minnesota~10K0.85×
38Indiana~20K0.84×
39Montana~3K0.84×
40North Carolina~30K0.82×
41Georgia~30K0.78×
42West Virginia~4K0.77×
43Tennessee~20K0.76×
44Kentucky~10K0.76×
45North Dakota~2K0.74×
46Arkansas~6K0.73×
47Mississippi~6K0.71×
48Oklahoma~8K0.68×
49Hawaii~3K0.67×
50Louisiana~9K0.65×
Fig. 06

Affinity by region

Affinity by region — The Wall Street Journal, United States
0.65×1.00×2.98×
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 The Wall Street Journal audience vs. the country average
#·InterestCategoryAffinity×
01Retirement ageBusiness & Career7.13×
02Women's fictionLiterature5.81×
03Self-confidenceHealth5.74×
04Investment strategyBusiness & Career4.71×
05Google DocsInternet & Social Media4.58×
06Thomas MassiePolitics & Society3.92×
07Dick Van DykeMovies & TV3.45×
08Diane KeatonMovies & TV3.36×
09GmailInternet & Social Media2.93×
10Lindsey GrahamPolitics & Society2.89×
11Rob ReinerMovies & TV2.76×
12FriendshipKids & Family2.62×
13NatureHome & Garden2.20×
14EducationBusiness & Career2.04×
15EarthTravel & Leisure2.02×
16MoneyBusiness & Career1.98×
17U.S. stateTravel & Leisure1.85×
18GiftShopping1.85×
19Joe BidenPolitics & Society1.71×
20Fitness and wellnessSports1.57×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the The Wall Street Journal audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the The Wall Street Journal audience vs. the country average · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.10×
Career OrientationPOWER1.62×
Need for SecurityCONSERVATISM1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the The Wall Street Journal audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.61×
CreativityOPEN0.94×
Urban LifestyleOPEN0.98×
0×1.00× baseline2×
Appendix

Explore more audiences

More Newspaper 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 The Wall Street Journal over the last 12 months. Modelled, not counted; people interested in several website / newspaper / magazines count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/the-wall-street-journal-19098” · Methodology