Airbnb Audience in United States

Airbnb logo

Airbnb has an estimated audience of 66,796,564 people in United States. 56.5% are female, 43.5% are male, average age 41.8. Top regions: California, Florida, Texas. Top brand affinities: Google Docs, Online marketplace, Friendship, Nature, Business.

The average Airbnb fan in United States is 41.8 years old, more female, and lives primarily in California. The audience is concentrated in California, Florida, Texas. Top brand affinities include Google Docs, Online marketplace, Friendship, with strongest over-indexing on Google Docs (2.81× the country average). Demographically, the Airbnb audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Travelling, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Airbnb fans

Demographic split for Airbnb audience in United States
MetricValue
Female56.5%
Male43.5%
Average age41.8
Estimated audience size66,796,564

Audience persona

The typical Airbnb fan in United States is more female, around 41.8 years old, with strong Travelling tendencies and a notable affinity for Google Docs.

Top regions in United States

Top regions ranked by reach for Airbnb in United States
RegionReachAffinity
California7,513,3571.02×
Florida5,658,6261.25×
Texas5,456,6410.95×
New York3,684,5030.99×
Georgia2,351,7981.14×
North Carolina2,318,7881.15×
Pennsylvania2,149,8830.96×
Illinois1,976,4710.89×
Ohio1,881,6750.91×
Michigan1,671,4790.96×
Virginia1,654,5381.02×
New Jersey1,592,6940.94×
Massachusetts1,482,6741.13×
Arizona1,467,4231.08×
Washington1,421,5971.06×
Tennessee1,382,7761.03×
Colorado1,197,3061.14×
South Carolina1,164,0951.16×
Maryland1,126,6270.98×
Indiana1,091,6360.89×
Missouri1,025,7150.95×
Wisconsin971,1930.97×
Alabama941,0131.01×
Minnesota874,5040.91×
Oregon856,8621.12×
Louisiana804,8100.93×
Kentucky729,8690.87×
Connecticut691,9811.03×
Utah674,3611.13×
Oklahoma648,6670.87×
Nevada552,2580.85×
Arkansas535,1760.97×
Mississippi503,1750.91×
Iowa480,4270.87×
Kansas459,3570.87×
Idaho393,9381.18×
New Mexico336,7451.01×
New Hampshire293,3281.11×
Maine283,0721.18×
Nebraska277,7300.83×
Hawaii272,0340.95×
West Virginia239,8280.77×
Washington, District of Columbia220,9471.1×
Montana217,4301.17×
Rhode Island204,4110.96×
Alaska175,5211.23×
Vermont156,4731.33×
Delaware155,9220.85×
South Dakota122,9410.8×
North Dakota95,9990.7×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Airbnb audience
BrandAffinityCategory
Google Docs2.81×Internet & Social Media
Online marketplace5.28×Internet & Social Media
Friendship2.32×Kids & Family
Nature1.98×Home & Garden
Business1.54×Business & Career
United States1.5×Travel & Leisure
Education1.65×Business & Career
Money1.8×Business & Career
Sharing economy6.72×Business & Career
California1.78×Travel & Leisure
U.S. state1.6×Travel & Leisure
Gmail2.01×Internet & Social Media
Mortgage calculator3.11×Home & Garden
Gift1.55×Shopping
Women's clothing1.72×Fashion & Accessoires
Yahoo!奇摩名人娛樂2.01×Internet & Social Media
Los Angeles1.74×Travel & Leisure
Day2.08×Business & Career
Final Destination2.1×Movies & TV
Concurrent Versions System1.89×Technology & Electronics

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Airbnb audience
TraitClusterScore
TravellingTHRILL1.52
SustainabilityBALANCE1.43
IndulgenceJOY1.33
Design AffinityPREMIUM1.29
Sports ActivityPOWER1.28
Quality AwarenessPREMIUM1.27

Worldwide distribution

Worldwide audience distribution share by country for Airbnb
CountryShare
United States23.6%
United Kingdom5.6%
Italy5.5%

See Airbnb audiences in other countries

More Travel website audiences in United States

Frequently asked questions

How many fans does Airbnb have in United States?

Airbnb has an estimated audience of 66,796,564 people in United States, concentrated in California and Florida.

What is the gender split and age of Airbnb fans?

56.5% of Airbnb fans are female, 43.5% are male, with an average age of 41.8 years.

Which brands do Airbnb fans like most?

Airbnb fans show strongest brand affinity for Google Docs (2.81×), Online marketplace (5.28×), and Friendship (2.32×) over the country average.

Where do Airbnb fans live in United States?

Airbnb fans in United States are most concentrated in California (reach 7,513,357), Florida (reach 5,658,626), and Texas (reach 5,456,641). These three regions account for the largest share of the active audience.

What other brands do Airbnb fans also like?

Beyond Airbnb itself, the audience over-indexes on Online marketplace (5.28×), Friendship (2.32×), Nature (1.98×), and Business (1.54×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Airbnb. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.