Rascasse Audience Intelligence

Happy hour Audience in United States

A data profile of the people who buy, follow and care about Happy hour in United States — modelled from more than twelve digital signal sources. Happy hour has an estimated audience of 16,870,579 people in United States.

#1395among Topic in United States#172in Food & Beverages

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, Convenience Orientation.

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

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.

Category: Food & Beverages · 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 Happy hour profile in United States.

Audience size
16.9M
in United States
Gender
57.2%♀
42.8% male
Age
40.5
average years
Country rank
#2038
Topic in United States
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Happy hour fans

57.2% are female, 42.8% are male, average age 40.5.

Fig. 02

Gender split

57.2%
Female
42.8%
Male
Demographic split for Happy hour audience in United States
MetricValue
Female57.2%
Male42.8%
Average age40.5
Estimated audience size16,870,579
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Happy hour audience in United States
Age bracketShare%
16-1913%
20-2923%
30-3922%
40-4922%
50+21%
Fig. 04

Worldwide distribution

33.9%

of the worldwide Happy hour audience comes from United States.

Worldwide audience distribution share by country for Happy hour
CountryShare
United States33.9%
Brazil14.5%
Japan8.7%
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 Happy hour audience in United States is strongest.

Fig. 05

Top regions by affinity

Happy hour fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~300K5.83×
02Hawaii~200K3.04×
03New York~2.5M2.49×
04Colorado~600K2.12×
05Washington~700K1.96×
06Oregon~300K1.78×
07Maryland~500K1.77×
08California~3M1.65×
09Illinois~800K1.46×
10Arizona~500K1.41×
11Nevada~200K1.41×
12Florida~1.5M1.36×
13Texas~2M1.32×
14Virginia~500K1.32×
15Pennsylvania~700K1.25×
16Connecticut~200K1.25×
17New Jersey~500K1.20×
18Minnesota~300K1.20×
19Delaware~60K1.19×
20Missouri~300K1.10×
21Wisconsin~200K0.85×
22Louisiana~200K0.84×
23Idaho~70K0.83×
24Kansas~100K0.81×
25Georgia~400K0.75×
26Michigan~300K0.66×
27Nebraska~50K0.65×
28Ohio~300K0.64×
29Tennessee~200K0.64×
30South Carolina~200K0.61×
31Montana~30K0.56×
32New Mexico~50K0.55×
33Maine~30K0.51×
34Arkansas~70K0.50×
35Rhode Island~30K0.49×
36Oklahoma~90K0.48×
37Alaska~20K0.48×
38Alabama~100K0.47×
39Iowa~60K0.46×
40Mississippi~60K0.46×
41North Dakota~20K0.46×
42Vermont~10K0.46×
43South Dakota~20K0.44×
44Massachusetts~100K0.43×
45Kentucky~90K0.43×
46New Hampshire~30K0.42×
47West Virginia~30K0.36×
48North Carolina~200K0.35×
49Indiana~100K0.34×
50Utah~40K0.29×
Fig. 06

Affinity by region

Affinity by region — Happy hour, United States
0.29×1.00×5.83×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Happy hour audience
#·InterestCategoryAffinity×
01Sofa bedHome & Garden5.36×
02DrinkingFood & Beverages2.15×
03Makeup TutorialsBeauty & Wellness2.09×
04Health And BeautyBeauty & Wellness2.08×
05VodkaFood & Beverages2.04×
06AlcoholFood & Beverages1.98×
07PubFood & Beverages1.97×
08Curly HairBeauty & Wellness1.84×
09TequilaFood & Beverages1.81×
10Lace wigBeauty & Wellness1.66×
11Distilled beverageFood & Beverages1.63×
12BrewingFood & Beverages1.61×
13Wawa Inc.Shopping1.60×
14Macy'sShopping1.59×
15DinnerFood & Beverages1.59×
16College basketballSports1.57×
17NightclubsMusic & Radio1.55×
18Popeyes Louisiana KitchenFood & Beverages1.55×
19LunchFood & Beverages1.54×
20NBA playoffsSports1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Happy hour 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 Happy hour audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.23×
Convenience OrientationPREMIUM1.23×
ExtroversionTHRILL1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Happy hour audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.84×
SpiritualityBALANCE0.87×
PatriotismCONSERVATISM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Happy hour fans live in United States?

Happy hour fans in United States are most concentrated in California (reach ~3M), New York (reach ~2.5M), and Texas (reach ~2M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See Happy hour audiences in other countries

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.

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