Rascasse Audience Intelligence

Automotive industry Audience in United States

A data profile of the people who buy, follow and care about Automotive industry in United States — modelled from more than twelve digital signal sources. Automotive industry has an estimated audience of 16,670,876 people in United States.

#58among Lifestyle cluster in United States#1410among Topic in United States#69in Cars & Mobility

The average Automotive industry fan in United States is 41.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Michigan, Texas.

Top brand affinities include SUVs, CarGurus, Wheel, with strongest over-indexing on SUVs (1.7× the country average).

Demographically, the Automotive industry audience skews more male with an average age of 41.4, and over-indexes on personality traits such as DIY Mentality, Family Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Automotive industry fan in United States is more male, around 41.4 years old, with strong DIY Mentality tendencies and a notable affinity for SUVs.

Category: Cars & Mobility · Type: Topic · Subtype: Lifestyle cluster

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Automotive industry profile in United States.

Audience size
16.7M
in United States
Gender
34.8%♀
65.2% male
Age
41.4
average years
Country rank
#2065
Topic in United States
Fig. 01

Search interest · 12-month trend

-70%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Automotive industry fans

34.8% are female, 65.2% are male, average age 41.4.

Fig. 02

Gender split

34.8%
Female
65.2%
Male
Demographic split for Automotive industry audience in United States
MetricValue
Female34.8%
Male65.2%
Average age41.4
Estimated audience size16,670,876
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Automotive industry audience in United States
Age bracketShare%
16-1916%
20-2917%
30-3919%
40-4921%
50+26%
Fig. 04

Worldwide distribution

17.3%

of the worldwide Automotive industry audience comes from United States.

Worldwide audience distribution share by country for Automotive industry
CountryShare
United States17.3%
Italy4.7%
Germany4.3%
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

Where the Automotive industry audience in United States is strongest.

Fig. 05

Top regions by affinity

Automotive industry fans by region: top regions in United States
#RegionReachAffinity×
01Michigan~1.5M3.39×
02Arizona~900K2.57×
03Alabama~500K2.34×
04Missouri~500K1.96×
05Indiana~500K1.51×
06Alaska~50K1.45×
07Ohio~700K1.35×
08Kansas~100K1.03×
09Tennessee~300K1.02×
10South Carolina~300K1.02×
11Oklahoma~200K1.02×
12Kentucky~200K1.01×
13Illinois~500K0.98×
14Iowa~100K0.97×
15West Virginia~70K0.97×
16New Hampshire~60K0.97×
17Wisconsin~200K0.95×
18North Dakota~30K0.95×
19Georgia~500K0.93×
20Arkansas~100K0.92×
21South Dakota~40K0.92×
22Florida~1M0.91×
23Nevada~100K0.91×
24North Carolina~500K0.90×
25Montana~40K0.90×
26New Mexico~70K0.89×
27Washington, District of Columbia~40K0.89×
28Pennsylvania~500K0.88×
29Mississippi~100K0.88×
30Idaho~70K0.88×
31Vermont~30K0.87×
32Delaware~40K0.85×
33Nebraska~70K0.84×
34Maine~50K0.84×
35Oregon~200K0.83×
36Colorado~200K0.82×
37California~1.5M0.81×
38Rhode Island~40K0.81×
39Virginia~300K0.79×
40Minnesota~200K0.79×
41Texas~1M0.78×
42Washington~300K0.77×
43Connecticut~100K0.77×
44Utah~100K0.76×
45Hawaii~50K0.76×
46Massachusetts~200K0.74×
47New Jersey~300K0.73×
48Louisiana~200K0.72×
49Maryland~200K0.71×
50New York~600K0.69×
Fig. 06

Affinity by region

Affinity by region — Automotive industry, United States
0.69×1.00×3.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Automotive industry audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Automotive industry audience
#·InterestCategoryAffinity×
01Barbershop musicMusic & Radio2.91×
02CarGurusCars & Mobility2.15×
03Kurt RussellMovies & TV2.05×
04Certified Pre-OwnedCars & Mobility1.90×
05Commercial vehicleCars & Mobility1.89×
06General MotorsCars & Mobility1.86×
07ShowroomShopping1.80×
08Haul truckCars & Mobility1.78×
09Trailer (vehicle)Cars & Mobility1.75×
10Compact carCars & Mobility1.73×
11Crossover (automobile)Cars & Mobility1.72×
12Car classificationCars & Mobility1.71×
13SUVsCars & Mobility1.70×
14WheelCars & Mobility1.69×
15Carfax (company)Cars & Mobility1.69×
16U-HaulBusiness & Career1.64×
17Dump truckCars & Mobility1.63×
18CarvanaCars & Mobility1.52×
19MississippiTravel & Leisure1.51×
20SatireLiterature1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Automotive industry audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Automotive industry audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.13×
Family OrientationCONSERVATISM1.11×
Need for SecurityCONSERVATISM1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Automotive industry audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.69×
Design AffinityPREMIUM0.69×
SustainabilityBALANCE0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Automotive industry have in United States?

Automotive industry has an estimated audience of 16,670,876 people in United States, concentrated in California and Michigan.

02

What is the gender split and age of Automotive industry fans?

34.8% of Automotive industry fans are female, 65.2% are male, with an average age of 41.4 years.

03

Which brands do Automotive industry fans like most?

Automotive industry fans show strongest brand affinity for SUVs (1.7×), CarGurus (2.15×), and Wheel (1.69×) over the country average.

04

Where do Automotive industry fans live in United States?

Automotive industry fans in United States are most concentrated in California (reach ~1.5M), Michigan (reach ~1.5M), and Texas (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Automotive industry fans also like?

Beyond Automotive industry itself, the audience over-indexes on CarGurus (2.15×), Wheel (1.69×), General Motors (1.86×), and Commercial vehicle (1.89×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Lifestyle cluster audiences in United States

See Automotive industry audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Automotive industry. 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.

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