Rascasse Audience Intelligence

Singapore Airlines Target Market in United States

Singapore Airlines has an estimated audience of 1.9M people in United States.

#29among Airline in United States#1685among brands in United States#1163in Travel & Leisure

The average Singapore Airlines fan in United States is 40.0 years old, balanced, and lives primarily in California.

By number of fans, Singapore Airlines ranks #29 among the 258 objects in Airline in United States — 2.1× the group median.

Women make up 47.0% of the fan base, 4.4 percentage points fewer than the group average.

Compared with the other 257 objects in Airline, Singapore Airlines fans stand out for their interest in Travel Agent (magazine), Air Miles and Tsim Sha Tsui.

Most fans live in California, New York, Texas.

Top affinities include Travel Agent (magazine), Air Miles, Malaysia Airlines, with strongest over-indexing on Travel Agent (magazine) (236.69× the country average).

Demographically, the Singapore Airlines audience skews balanced with an average age of 40.0, and over-indexes on personality traits such as Career Orientation, Quality Awareness.

The typical Singapore Airlines fan in United States is balanced, around 40.0 years old, with strong Career Orientation tendencies and a notable affinity for Travel Agent (magazine).

Category: Travel & Leisure · Type: Brand · Subtype: Airline

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
1.9M
in United States
Gender
47.0%♀
53.0% male
Age
40.0
average years
Country rank
#15248
among all objects in United States
Fig. 01

Search interest · 12-month trend

+12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Singapore Airlines

47.0% are female, 53.0% are male, average age 40.0.

Fig. 02

Gender split

47.0%
Female
53.0%
Male
Demographic split for Singapore Airlines audience in United States
MetricValue
Female47.0%
Male53.0%
Average age40.0
Estimated audience size1.9M
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Singapore Airlines audience in United States
Age bracketShare%
16-2422%
25-3418%
35-4418%
45-5420%
55+22%
Fig. 04

Worldwide distribution

6.5%

of the worldwide Singapore Airlines audience comes from United States.

Worldwide audience distribution share by country for Singapore Airlines
CountryShare
Australia18.0%
Singapore15.5%
China8.0%
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

Singapore Airlines customers by region in United States
#RegionReachAffinity×
01California~900K3.97×
02Washington~100K3.35×
03Hawaii~20K2.46×
04New Jersey~100K2.23×
05Washington, District of Columbia~8K2.02×
06New York~200K2.01×
07Nevada~30K1.76×
08Oregon~40K1.51×
09Colorado~50K1.43×
10Alaska~6K1.43×
11Arizona~60K1.32×
12Connecticut~30K1.27×
13Texas~200K1.23×
14Idaho~10K1.03×
15Virginia~50K1.01×
16Maryland~30K0.99×
17Florida~100K0.98×
18Utah~20K0.96×
19Illinois~70K0.95×
20Massachusetts~40K0.95×
21Wyoming~3K0.92×
22Montana~5K0.88×
23Delaware~5K0.87×
24New Mexico~10K0.85×
25Pennsylvania~60K0.83×
26Georgia~50K0.81×
27North Carolina~40K0.68×
28New Hampshire~5K0.68×
29North Dakota~3K0.66×
30Rhode Island~4K0.64×
31Louisiana~20K0.63×
32Kansas~10K0.63×
33Minnesota~20K0.62×
34Maine~5K0.62×
35South Dakota~3K0.60×
36Tennessee~20K0.59×
37Nebraska~7K0.59×
38Ohio~40K0.57×
39Missouri~20K0.56×
40South Carolina~20K0.56×
41Oklahoma~10K0.56×
42Wisconsin~20K0.55×
43Iowa~9K0.52×
44Michigan~30K0.51×
45Indiana~20K0.51×
46Arkansas~9K0.51×
47Alabama~10K0.46×
48Mississippi~8K0.46×
49Kentucky~10K0.45×
50West Virginia~4K0.43×
Fig. 06

Affinity by region

Affinity by region — Singapore Airlines, United States
0.43×1.00×3.97×
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 Singapore Airlines audience vs. the country average
#·InterestCategoryAffinity×
01Travel Agent (magazine)Travel & Leisure236.69×
02Air MilesTravel & Leisure231.22×
03Malaysia AirlinesTravel & Leisure194.89×
04Tsim Sha TsuiTravel & Leisure168.97×
05Merrill LynchBusiness & Career138.86×
06Singapore Changi AirportTravel & Leisure129.20×
07Boston Consulting GroupBusiness & Career79.01×
08VistaJetTravel & Leisure68.96×
09FinnairTravel & Leisure61.16×
10BedokTravel & Leisure52.78×
11Kruger National ParkTravel & Leisure48.90×
12SeychellesTravel & Leisure45.50×
13Cathay PacificTravel & Leisure42.82×
14Etihad AirwaysTravel & Leisure32.70×
15Korean AirTravel & Leisure30.96×
16Qatar AirwaysTravel & Leisure29.41×
17Copa AirlinesTravel & Leisure24.40×
18EmiratesTravel & Leisure23.53×
19Air FranceTravel & Leisure21.54×
20Dick CheneyPolitics & Society10.44×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Singapore Airlines audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Singapore Airlines audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER10.23×
Quality AwarenessPREMIUM3.31×
TravellingTHRILL3.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Singapore Airlines audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.78×
PatriotismCONSERVATISM0.84×
Community OrientationOPEN0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

More Airline 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 Singapore Airlines 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
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/singapore-airlines-1108” · Methodology