Rascasse Audience Intelligence

Toyota Yaris Audience in United States

Toyota Yaris has an estimated audience of 1.6M people in United States.

#130among Car type in United States
#119among Car Model in United States
#575in Cars & Mobility

The average Toyota Yaris fan in United States is 34.1 years old, more male, and lives primarily in California.

Its fans are 5.0 years younger than the group average of 39.1.

Women make up 26.2% of the fan base, 1.9 percentage points fewer than the group average.

Compared with the other 1187 objects in Car type, Toyota Yaris fans stand out for their interest in Volvo S40, Nissan Juke and Acura TSX.

Most fans live in California, Florida, Texas.

Top affinities include Volvo S40, Nissan Juke, Acura TSX, with strongest over-indexing on Volvo S40 (200.45× the country average).

Demographically, the Toyota Yaris audience skews more male with an average age of 34.1, and over-indexes on personality traits such as Patriotism, Risk Appetite.

The typical Toyota Yaris fan in United States is more male, around 34.1 years old, with strong Patriotism tendencies and a notable affinity for Volvo S40.

Category: Cars & Mobility · Type: Car Model · Subtype: Car type

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
1.6M
in United States
Gender
26.2%♀
73.8% male
Age
34.1
average years
Country rank
#17685
among all objects in United States
Fig. 01

Search interest · 12-month trend

+20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Toyota Yaris fans

26.2% are female, 73.8% are male, average age 34.1.

Fig. 02

Gender split

26.2%
Female
73.8%
Male
Demographic split for Toyota Yaris audience in United States
MetricValue
Female26.2%
Male73.8%
Average age34.1
Estimated audience size1.6M
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the Toyota Yaris audience in United States
Age bracketShare%
16-2435%
25-3422%
35-4418%
45-5415%
55+10%
Fig. 04

Worldwide distribution

5.8%

of the worldwide Toyota Yaris audience comes from United States.

Worldwide audience distribution share by country for Toyota Yaris
CountryShare
Italy7.8%
Brazil6.1%
United States5.8%
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

Toyota Yaris fans by region: top regions in United States
#RegionReachAffinity×
01California~300K1.36×
02Florida~100K1.33×
03Hawaii~9K1.32×
04Alaska~4K1.28×
05Washington~50K1.27×
06Maryland~40K1.27×
07Arizona~40K1.25×
08Oregon~20K1.20×
09Nevada~20K1.16×
10Utah~20K1.14×
11Texas~100K1.13×
12Massachusetts~40K1.11×
13Rhode Island~5K1.10×
14Washington, District of Columbia~4K1.10×
15Virginia~40K1.09×
16Georgia~60K1.07×
17Connecticut~20K1.06×
18Illinois~60K1.05×
19Alabama~20K1.05×
20New Jersey~40K1.04×
21Maine~7K1.04×
22New York~100K1.02×
23Tennessee~30K1.02×
24North Carolina~50K0.99×
25Vermont~3K0.99×
26Idaho~8K0.98×
27Kentucky~20K0.97×
28Oklahoma~20K0.97×
29Colorado~30K0.96×
30Arkansas~10K0.96×
31New Hampshire~6K0.95×
32Pennsylvania~60K0.93×
33Kansas~10K0.93×
34New Mexico~9K0.93×
35West Virginia~8K0.92×
36Minnesota~20K0.90×
37Nebraska~8K0.89×
38Ohio~50K0.88×
39Missouri~30K0.88×
40Louisiana~20K0.88×
41Indiana~30K0.87×
42Wisconsin~20K0.85×
43Iowa~10K0.85×
44Delaware~4K0.84×
45Montana~4K0.83×
46South Dakota~3K0.83×
47South Carolina~20K0.80×
48Mississippi~10K0.76×
49North Dakota~3K0.76×
50Michigan~30K0.70×
Fig. 06

Affinity by region

Affinity by region — Toyota Yaris, United States
0.70×1.00×1.36×
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 Toyota Yaris audience vs. the country average
#·InterestCategoryAffinity×
01Volvo S40Cars & Mobility200.45×
02Nissan JukeCars & Mobility101.33×
03Acura TSXCars & Mobility100.23×
04Honda FitCars & Mobility78.35×
05Mitsubishi PajeroCars & Mobility76.23×
06Toyota HiAceCars & Mobility75.00×
07Kia RioCars & Mobility73.33×
08Mitsubishi MirageCars & Mobility72.76×
09Ford RangerCars & Mobility52.78×
10Toyota FortunerCars & Mobility52.45×
11Honda CityCars & Mobility44.12×
12Subcompact carCars & Mobility43.24×
13Honda HR-VCars & Mobility35.95×
14Nissan PathfinderCars & Mobility32.52×
15Ford EcoSportCars & Mobility31.94×
16Jeep CherokeeCars & Mobility31.59×
17Toyota SequoiaCars & Mobility23.26×
18Personal luxury carCars & Mobility19.74×
19Toyota CorollaCars & Mobility17.47×
20HatchbackCars & Mobility13.42×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Toyota Yaris audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Toyota Yaris audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.86×
Risk AppetiteTHRILL2.80×
Price SensitivityPREMIUM2.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Toyota Yaris audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.80×
MindfulnessBALANCE0.84×
CreativityOPEN0.84×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Toyota Yaris over the last 12 months. Modelled, not counted; people interested in several car models 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/toyota-yaris-17043” · Methodology