Geographic audiences
Explore audiences by place
Audience profiles for U.S. states and cities: who lives there, how they think, what they buy, and how each place pulls away from the national baseline. Start with a state, then drill into its cities.
What's inside every place profile
Each profile models the people who live in a place across more than 90 traits, then shows how that place pulls away from the national average. Start with a whole state to see its character and its biggest metros, then open any city for the close-up. Search above, or browse the lists further down.
Pick a state or city
Search any U.S. state or city, or scroll the ranked lists. States carry their own profile and link out to the cities inside them.
Read the divergence
Demographics, personality, money, media, and health, each scored against the national baseline so the place's own character shows through.
Act on it
Size a market, plan a campaign, or make a store-location call, then build a custom cut when you need to go deeper.
How a place thinks
Personality, mapped place by place
Census tells you a state's age and income. It does not tell you how the place actually thinks. Every profile scores all five Big Five personality traits, so you can see where openness runs high in a dense, mobile state and where routine and caution hold in a settled one.
Read the personality of TampaWhat a place values
The beliefs that move a market
How much does a place care about the environment, trust big companies, or back local business over national chains? These are the signals that decide whether a message lands, and they are not in any public dataset. Each profile scores them against the national norm.
See what Pittsburgh valuesHow a place spends
What drives the buying decision
Some markets sort on price, others pay up for quality or chase the experience. Profiles break down what motivates purchases, how fast people decide, and how much they research first, so you know how a place actually shops before you price or pitch.
See how New York buysWhere to reach them
The channels that land locally
Platform mix, content format, and ad receptivity shift from place to place. Knowing whether a market leans Facebook or Instagram, and video or text, tells you where local spend converts before you commit a budget.
Explore Orlando's media habitsBrowse every U.S. state and city
Start with a state, or jump straight to a city. Population-ranked, filterable by region, every place links to its full profile.
By state
West
13South
16Midwest
12By city
Frequently asked questions
It is a statistical model of the people who live in a specific U.S. state or city, covering more than 90 demographic, psychographic, and behavioral traits, all benchmarked against the national average.
Profiles are built on a population modeled from U.S. Census data, large federal surveys, and peer-reviewed research, then sampled down to each place. The methodology and full source list appear on every profile page.
A state profile reads the whole state and points you to its largest metros. A city profile zooms in on one city's residents. Both score the same traits against the national baseline, so you can move from the state view to a single city without changing frame.
Every U.S. state has a profile, along with hundreds of cities above a population floor, and more cities are added each week. Search any place to open its page, or build a custom one if it isn't live yet.
Profiles are rebuilt when new Census releases and survey waves land, and each page shows when it was last updated.
Yes. Every trait is shown next to the U.S. baseline, so you can see at a glance where a state or city runs high or low.
Yes. A paid plan lets you define any segment with your own filters and pull the full distributions in under a minute.
Browsing and searching state and city profiles is free. Custom audience building and deeper exports are part of the paid plans.
Want to go deeper than a single place?
Define your own audience with exact demographic, behavioral, and psychographic filters, then pull every distribution at once.
Get started