Happy hour Audience in United States

Happy hour logo

Happy hour has an estimated audience of 16,870,579 people in United States. 57.2% are female, 42.8% are male, average age 40.5. Top regions: California, New York, Texas. Top brand affinities: Distilled beverage, Sofa bed, Macy's, Alcohol, Drinking.

The average Happy hour fan in United States is 40.5 years old, more female, and lives primarily in California. The audience is concentrated in California, New York, Texas. Top brand affinities include Distilled beverage, Sofa bed, Macy's, with strongest over-indexing on Distilled beverage (1.63× the country average). Demographically, the Happy hour audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Indulgence, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Topic

Demographics of Happy hour fans

Demographic split for Happy hour audience in United States
MetricValue
Female57.2%
Male42.8%
Average age40.5
Estimated audience size16,870,579

Audience persona

The typical Happy hour fan in United States is more female, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Distilled beverage.

Top regions in United States

Top regions ranked by reach for Happy hour in United States
RegionReachAffinity
California3,231,4121.74×
New York2,482,7332.63×
Texas2,059,6811.42×
Florida1,590,3221.39×
Illinois832,3321.48×
Pennsylvania729,7531.28×
Washington713,9642.11×
Colorado615,2212.31×
Virginia556,5391.35×
New Jersey528,2401.23×
Arizona509,1721.48×
Maryland507,0061.75×
Georgia389,5280.75×
Oregon337,0011.74×
Ohio334,8380.64×
Washington, District of Columbia304,4616×
Minnesota302,7251.25×
Missouri297,8011.1×
Michigan288,4380.65×
Nevada234,1221.43×
Hawaii213,9562.95×
Tennessee212,3840.63×
Connecticut207,7001.23×
Louisiana176,0350.81×
North Carolina174,6890.34×
Wisconsin171,2840.67×
South Carolina146,1280.58×
Massachusetts136,3520.41×
Kansas103,1790.78×
Alabama100,1710.43×
Indiana96,2830.31×
Kentucky81,0600.38×
Oklahoma79,4930.42×
Idaho68,7380.81×
Arkansas61,6200.44×
Iowa58,7650.42×
Mississippi55,2720.4×
Nebraska52,3340.62×
Delaware52,0511.12×
New Mexico41,9900.5×
Utah31,4580.21×
Maine22,5800.37×
Montana21,5680.46×
Rhode Island21,1500.39×
New Hampshire20,3030.31×
West Virginia16,3030.21×
South Dakota9,9720.26×
North Dakota9,7350.28×
Wyoming7,0340.28×
Alaska5,9940.17×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Happy hour audience
BrandAffinityCategory
Distilled beverage1.63×Food & Beverages
Sofa bed5.36×Home & Garden
Macy's1.59×Shopping
Alcohol1.98×Food & Beverages
Drinking2.15×Food & Beverages
Dinner1.59×Food & Beverages
Nightclubs1.55×Music & Radio
Lunch1.54×Food & Beverages
Health And Beauty2.08×Beauty & Wellness
Makeup Tutorials2.09×Beauty & Wellness
Curly Hair1.84×Beauty & Wellness
Brewing1.61×Food & Beverages
Lace wig1.66×Beauty & Wellness
Wawa Inc.1.6×Shopping
NBA playoffs1.53×Sports
Vodka2.04×Food & Beverages
College basketball1.57×Sports
Pub1.97×Food & Beverages
Tequila1.81×Food & Beverages
Delivery (commerce)1.53×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Happy hour audience
TraitClusterScore
IndulgenceJOY1.37
Urban LifestyleOPEN1.32
LGBTQ+ IdentityOPEN1.29
Family OrientationCONSERVATISM1.26
Early Adopter MentalityPOWER1.25
Healthy LifestyleBALANCE1.24

Worldwide distribution

Worldwide audience distribution share by country for Happy hour
CountryShare
United States34.0%
Brazil14.5%
Japan8.7%

See Happy hour audiences in other countries

More Food & Beverages audiences in United States

Frequently asked questions

How many fans does Happy hour have in United States?

Happy hour has an estimated audience of 16,870,579 people in United States, concentrated in California and New York.

What is the gender split and age of Happy hour fans?

57.2% of Happy hour fans are female, 42.8% are male, with an average age of 40.5 years.

Which brands do Happy hour fans like most?

Happy hour fans show strongest brand affinity for Distilled beverage (1.63×), Sofa bed (5.36×), and Macy's (1.59×) over the country average.

Where do Happy hour fans live in United States?

Happy hour fans in United States are most concentrated in California (reach 3,231,412), New York (reach 2,482,733), and Texas (reach 2,059,681). These three regions account for the largest share of the active audience.

What other brands do Happy hour fans also like?

Beyond Happy hour itself, the audience over-indexes on Sofa bed (5.36×), Macy's (1.59×), Alcohol (1.98×), and Drinking (2.15×) 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 Happy hour. 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.