Rascasse Audience Intelligence

EBay Target Market in United States

EBay has an estimated audience of 75.4M people in United States.

#1among Auctions in United States
#5among brands in United States#9in Shopping

The average EBay fan in United States is 43.8 years old, balanced, and lives primarily in California.

By number of fans, EBay ranks #1 among the 10 objects in Auctions in United States — 2,177.5× the group median.

Its fans are 2.5 years older than the group average of 41.3.

Women make up 47.6% of the fan base, 1.5 percentage points more than the group average.

Compared with the other 9 objects in Auctions, EBay fans stand out for their interest in LabCorp, Google News and Micro Center.

Most fans live in California, Florida, New York.

Top affinities include LabCorp, Google News, Micro Center, with strongest over-indexing on LabCorp (2.09× the country average).

Demographically, the EBay audience skews balanced with an average age of 43.8, and over-indexes on personality traits such as Need for Security, Price Sensitivity.

The typical EBay fan in United States is balanced, around 43.8 years old, with strong Need for Security tendencies and a notable affinity for LabCorp.

Category: Shopping · Type: Brand · Subtype: Auctions

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
75.4M
in United States
Gender
47.6%♀
52.4% male
Age
43.8
average years
Country rank
#157
among all objects in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of EBay

47.6% are female, 52.4% are male, average age 43.8.

Fig. 02

Gender split

47.6%
Female
52.4%
Male
Demographic split for EBay audience in United States
MetricValue
Female47.6%
Male52.4%
Average age43.8
Estimated audience size75.4M
Fig. 03

Age distribution

Ø 43.8
average years
Age distribution of the EBay audience in United States
Age bracketShare%
16-2411%
25-3416%
35-4420%
45-5425%
55+28%
Fig. 04

Worldwide distribution

31.9%

of the worldwide EBay audience comes from United States.

Worldwide audience distribution share by country for EBay
CountryShare
United States31.9%
Germany7.5%
Italy7.0%
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

EBay customers by region in United States
#RegionReachAffinity×
01West Virginia~600K1.60×
02Maine~400K1.38×
03Wisconsin~2M1.33×
04Kentucky~1.5M1.25×
05Vermont~200K1.25×
06Montana~300K1.20×
07South Dakota~200K1.18×
08Iowa~800K1.17×
09New Hampshire~300K1.16×
10North Dakota~200K1.16×
11Pennsylvania~3.5M1.15×
12Tennessee~2M1.11×
13Idaho~500K1.11×
14Ohio~3M1.09×
15Indiana~1.5M1.09×
16Missouri~1.5M1.09×
17Wyoming~100K1.09×
18Arkansas~700K1.07×
19Michigan~2.5M1.06×
20Alabama~1M1.06×
21New Mexico~500K1.06×
22Nebraska~500K1.06×
23Kansas~700K1.05×
24Mississippi~700K1.04×
25Oregon~1M1.02×
26Minnesota~1.5M0.99×
27Oklahoma~900K0.98×
28Rhode Island~200K0.98×
29Connecticut~800K0.97×
30North Carolina~2.5M0.95×
31South Carolina~1M0.95×
32Alaska~200K0.95×
33Washington~1.5M0.91×
34Illinois~2.5M0.90×
35Florida~4.5M0.89×
36Arizona~1.5M0.88×
37Virginia~1.5M0.87×
38Louisiana~900K0.87×
39New York~4M0.84×
40Delaware~200K0.84×
41Massachusetts~1.5M0.83×
42Hawaii~300K0.83×
43Colorado~1M0.82×
44California~7M0.80×
45Maryland~1M0.80×
46Georgia~2M0.79×
47New Jersey~1.5M0.79×
48Nevada~600K0.79×
49Utah~600K0.77×
50Texas~3.5M0.73×
Fig. 06

Affinity by region

Affinity by region — EBay, United States
0.73×1.00×1.60×
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 EBay audience vs. the country average
#·InterestCategoryAffinity×
01LabCorpHealth2.09×
02Google NewsNews2.09×
03Micro CenterShopping2.05×
04Dick CheneyPolitics & Society1.78×
05Savannah GuthrieMovies & TV1.76×
06DrillHome & Garden1.74×
07Scooby-DooMovies & TV1.72×
08Credit KarmaBusiness & Career1.67×
09WrenchHome & Garden1.66×
10PoshmarkShopping1.65×
11Google DriveTechnology & Electronics1.58×
12Advance Auto PartsCars & Mobility1.58×
13CanadaTravel & Leisure1.57×
14TasteFashion & Accessoires1.56×
15Quest DiagnosticsHealth1.55×
16O'Reilly Auto PartsCars & Mobility1.55×
17Freight transportCars & Mobility1.54×
18BurlingtonFashion & Accessoires1.54×
19CarGurusCars & Mobility1.54×
20AutoZoneCars & Mobility1.53×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the EBay audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the EBay audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.31×
Price SensitivityPREMIUM1.24×
PatriotismCONSERVATISM1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the EBay audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.64×
Design AffinityPREMIUM0.73×
Risk AppetiteTHRILL0.75×
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 EBay 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/ebay-11675” · Methodology