Rascasse Audience Intelligence

Driving Audience in United States

A data profile of the people who buy, follow and care about Driving in United States — modelled from more than twelve digital signal sources. Driving has an estimated audience of 23,565,538 people in United States.

#902among Topic in United States#37in Cars & Mobility

The average Driving fan in United States is 38.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Used Cars, Planet Fitness, Bass guitar, with strongest over-indexing on Used Cars (4.48× the country average).

Demographically, the Driving audience skews more male with an average age of 38.5, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Driving fan in United States is more male, around 38.5 years old, with strong Patriotism tendencies and a notable affinity for Used Cars.

Category: Cars & Mobility · Type: Topic

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 Driving profile in United States.

Audience size
23.6M
in United States
Gender
28.6%♀
71.4% male
Age
38.5
average years
Country rank
#1324
Topic in United States
Fig. 01

Search interest · 12-month trend

+24%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Driving fans

28.6% are female, 71.4% are male, average age 38.5.

Fig. 02

Gender split

28.6%
Female
71.4%
Male
Demographic split for Driving audience in United States
MetricValue
Female28.6%
Male71.4%
Average age38.5
Estimated audience size23,565,538
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Driving audience in United States
Age bracketShare%
16-1925%
20-2917%
30-3917%
40-4918%
50+22%
Fig. 04

Worldwide distribution

16.0%

of the worldwide Driving audience comes from United States.

Worldwide audience distribution share by country for Driving
CountryShare
United States16.0%
Japan5.3%
United Kingdom5.2%
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 Driving audience in United States is strongest.

Fig. 05

Top regions by affinity

Driving fans by region: top regions in United States
#RegionReachAffinity×
01New York~2M1.58×
02Utah~300K1.57×
03Washington, District of Columbia~100K1.55×
04Massachusetts~700K1.49×
05California~4M1.45×
06New Jersey~900K1.45×
07Vermont~60K1.34×
08Virginia~700K1.26×
09Hawaii~100K1.25×
10Rhode Island~90K1.25×
11Colorado~400K1.20×
12Connecticut~300K1.18×
13Oregon~300K1.15×
14North Carolina~800K1.11×
15Illinois~800K1.08×
16Maine~90K1.08×
17New Hampshire~100K1.07×
18Texas~2M1.06×
19Maryland~400K1.05×
20Pennsylvania~800K1.04×
21Wisconsin~400K1.04×
22Washington~500K1.02×
23Missouri~400K1.01×
24Idaho~100K0.99×
25Minnesota~300K0.98×
26Michigan~600K0.95×
27Indiana~400K0.95×
28Montana~60K0.95×
29Iowa~200K0.94×
30Delaware~60K0.94×
31Kansas~200K0.92×
32Arizona~400K0.90×
33Nevada~200K0.89×
34Georgia~600K0.88×
35Nebraska~100K0.88×
36South Dakota~50K0.88×
37Ohio~600K0.86×
38Kentucky~300K0.86×
39Arkansas~200K0.85×
40South Carolina~300K0.76×
41Louisiana~200K0.75×
42Oklahoma~200K0.75×
43Alaska~40K0.74×
44Florida~1M0.72×
45Tennessee~300K0.69×
46North Dakota~30K0.68×
47Alabama~200K0.65×
48New Mexico~80K0.64×
49West Virginia~60K0.51×
50Mississippi~100K0.50×
Fig. 06

Affinity by region

Affinity by region — Driving, United States
0.50×1.00×1.58×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Driving audience
#·InterestCategoryAffinity×
01Used CarsCars & Mobility4.48×
02Jaguar CarsCars & Mobility4.06×
03Auto showCars & Mobility4.02×
04FunkoKids & Family3.90×
05Automobile repair shopCars & Mobility3.68×
06CarcareCars & Mobility3.59×
07ClarinetMusic & Radio3.46×
08Electric carCars & Mobility3.14×
09Drag racingCars & Mobility3.03×
10Muscle carCars & Mobility2.96×
11Golf ChannelSports2.85×
12Discount TireShopping2.80×
13Bass guitarMusic & Radio2.44×
14NASDAQBusiness & Career2.26×
15Planet FitnessSports2.14×
16Electric guitarMusic & Radio2.07×
17Used carCars & Mobility1.81×
18AutoZoneCars & Mobility1.80×
19NBA FinalsSports1.78×
20Financial servicesBusiness & Career1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Driving 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 Driving audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.65×
Need for SecurityCONSERVATISM1.44×
Family OrientationCONSERVATISM1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Driving audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.73×
MindfulnessBALANCE0.74×
Healthy LifestyleBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Driving have in United States?

Driving has an estimated audience of 23,565,538 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Driving fans?

28.6% of Driving fans are female, 71.4% are male, with an average age of 38.5 years.

03

Which brands do Driving fans like most?

Driving fans show strongest brand affinity for Used Cars (4.48×), Planet Fitness (2.14×), and Bass guitar (2.44×) over the country average.

04

Where do Driving fans live in United States?

Driving fans in United States are most concentrated in California (reach ~4M), Texas (reach ~2M), and New York (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Driving fans also like?

Beyond Driving itself, the audience over-indexes on Planet Fitness (2.14×), Bass guitar (2.44×), Golf Channel (2.85×), and Jaguar Cars (4.06×) compared to the United States average.

Appendix

Explore more audiences

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

More Cars & Mobility audiences in United States

See Driving audiences in other countries

How to read this data

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