Department of Motor Vehicles Audience in United States

Department of Motor Vehicles logo

Department of Motor Vehicles has an estimated audience of 20,323,664 people in United States. 52.3% are female, 47.7% are male, average age 36.6. Top regions: California, Florida, New York. Top brand affinities: Hipster, Wok, Governor of Michigan, Combat sport, Goop.

The average Department of Motor Vehicles fan in United States is 36.6 years old, balanced, and lives primarily in California. The audience is concentrated in California, Florida, New York. Top brand affinities include Hipster, Wok, Governor of Michigan, with strongest over-indexing on Hipster (22.69× the country average). Demographically, the Department of Motor Vehicles audience skews balanced with an average age of 36.6, and over-indexes on personality traits such as Risk Appetite, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Cars & Mobility · Type: NGO / Political Party

Demographics of Department of Motor Vehicles fans

Demographic split for Department of Motor Vehicles audience in United States
MetricValue
Female52.3%
Male47.7%
Average age36.6
Estimated audience size20,323,664

Audience persona

The typical Department of Motor Vehicles fan in United States is balanced, around 36.6 years old, with strong Risk Appetite tendencies and a notable affinity for Hipster.

Top regions in United States

Top regions ranked by reach for Department of Motor Vehicles in United States
RegionReachAffinity
California9,108,1944.08×
Florida2,016,3151.47×
New York1,672,5751.47×
Virginia1,291,6072.61×
Texas1,150,9230.66×
North Carolina1,012,1901.66×
Illinois962,3711.42×
Georgia595,8980.95×
Pennsylvania587,5810.86×
Nevada471,2982.4×
Arizona438,6161.06×
New Jersey430,7220.83×
Colorado417,3331.3×
Wisconsin395,4151.29×
South Carolina391,6541.28×
Missouri388,0041.18×
Oregon357,7761.54×
Minnesota344,0711.18×
Louisiana331,4581.26×
Ohio327,7470.52×
Tennessee311,2880.76×
Washington289,7320.71×
Connecticut241,5441.18×
Utah207,7461.14×
Indiana184,6560.5×
Maryland181,5250.52×
Kentucky152,3580.6×
Alabama136,4590.48×
Arkansas133,3730.8×
Kansas131,0300.82×
Massachusetts124,3350.31×
Idaho123,2731.21×
West Virginia110,8271.17×
Mississippi108,0780.65×
Nebraska104,8351.03×
Oklahoma89,8250.4×
Michigan88,9200.17×
Delaware86,7071.55×
Washington, District of Columbia57,2090.94×
Hawaii57,1170.65×
New Mexico56,0280.55×
Rhode Island55,7880.86×
Iowa53,9290.32×
Alaska44,4261.02×
Maine33,6110.46×
New Hampshire32,6680.41×
North Dakota27,0400.65×
Montana25,6370.45×
Vermont25,5050.71×
South Dakota25,0910.53×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Department of Motor Vehicles audience
BrandAffinityCategory
Hipster22.69×Politics & Society
Wok9.29×Food & Beverages
Governor of Michigan9.82×Politics & Society
Combat sport1.89×Sports
Goop6.03×Internet & Social Media
Bank account2.57×Business & Career
Google Home6.7×Technology & Electronics
Cherish (group)9.63×Music & Radio
Vocal harmony3.5×Music & Radio
Grinch3.05×Movies & TV
TV Fanatic8.01×Movies & TV
Grace Slick6.46×Music & Radio
headspace6.67×Health
El Paso County, Colorado8.03×Travel & Leisure
Preta Gil13.05×Music & Radio
No Escape (1994 film)6.76×Movies & TV
Staycation1.9×Home & Garden
Historic site2.45×Arts & Culture
Ira Glass9.63×Music & Radio
Pro-Ject2.25×Music & Radio

Psychographic profile

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

Top personality traits over-indexed by Department of Motor Vehicles audience
TraitClusterScore
Risk AppetiteTHRILL2.84
Luxury OrientationPREMIUM1.88
Early Adopter MentalityPOWER1.55
ExtroversionTHRILL1.19
Urban LifestyleOPEN1.16
Sports ActivityPOWER1.13

Worldwide distribution

Worldwide audience distribution share by country for Department of Motor Vehicles
CountryShare
United States97.3%
Canada0.4%
Japan0.4%

See Department of Motor Vehicles audiences in other countries

More Cars & Mobility audiences in United States

Frequently asked questions

How many fans does Department of Motor Vehicles have in United States?

Department of Motor Vehicles has an estimated audience of 20,323,664 people in United States, concentrated in California and Florida.

What is the gender split and age of Department of Motor Vehicles fans?

52.3% of Department of Motor Vehicles fans are female, 47.7% are male, with an average age of 36.6 years.

Which brands do Department of Motor Vehicles fans like most?

Department of Motor Vehicles fans show strongest brand affinity for Hipster (22.69×), Wok (9.29×), and Governor of Michigan (9.82×) over the country average.

Where do Department of Motor Vehicles fans live in United States?

Department of Motor Vehicles fans in United States are most concentrated in California (reach 9,108,194), Florida (reach 2,016,315), and New York (reach 1,672,575). These three regions account for the largest share of the active audience.

What other brands do Department of Motor Vehicles fans also like?

Beyond Department of Motor Vehicles itself, the audience over-indexes on Wok (9.29×), Governor of Michigan (9.82×), Combat sport (1.89×), and Goop (6.03×) 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 Department of Motor Vehicles. 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.