Harley-Davidson Audience in United States

Harley-Davidson logo

Harley-Davidson has an estimated audience of 16,770,504 people in United States. 23.8% are female, 76.2% are male, average age 39.6. Top regions: California, Texas, Florida. Top brand affinities: Motorcycling, Automobiles, AutoZone, Motor vehicle, Custom motorcycle.

The average Harley-Davidson fan in United States is 39.6 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Motorcycling, Automobiles, AutoZone, with strongest over-indexing on Motorcycling (3.31× the country average). Demographically, the Harley-Davidson audience skews more male with an average age of 39.6, and over-indexes on personality traits such as Patriotism, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Cars & Mobility · Type: Brand · Subtype: Motorcycles

Demographics of Harley-Davidson fans

Demographic split for Harley-Davidson audience in United States
MetricValue
Female23.8%
Male76.2%
Average age39.6
Estimated audience size16,770,504

Audience persona

The typical Harley-Davidson fan in United States is more male, around 39.6 years old, with strong Patriotism tendencies and a notable affinity for Motorcycling.

Top regions in United States

Top regions ranked by reach for Harley-Davidson in United States
RegionReachAffinity
California1,480,1190.8×
Texas1,474,9411.02×
Florida1,160,2661.02×
Ohio592,6901.15×
New York578,0430.62×
Pennsylvania560,7390.99×
North Carolina537,0961.06×
Illinois507,1060.91×
Georgia474,8170.92×
Michigan416,4520.95×
Tennessee414,0031.23×
Wisconsin404,5301.6×
Indiana378,7661.24×
Virginia365,0410.89×
Arizona346,6571.01×
South Carolina284,1271.13×
New Jersey277,2610.65×
Kentucky273,3381.3×
Missouri262,3050.97×
Colorado250,0660.95×
Alabama240,5541.03×
Washington236,4370.7×
Minnesota223,8410.93×
Massachusetts216,9150.66×
Maryland212,5440.74×
Oklahoma210,8031.13×
Louisiana200,6370.93×
Nevada184,8501.14×
Iowa172,0761.25×
Utah157,2611.05×
Arkansas146,9461.06×
Oregon129,2790.67×
Kansas129,0520.98×
Connecticut120,5720.72×
Mississippi117,5750.85×
West Virginia106,2581.36×
New Mexico88,9141.06×
Idaho87,4061.04×
Nebraska85,1251.01×
New Hampshire84,3231.28×
South Dakota65,0961.68×
Hawaii59,5650.83×
Maine58,1250.97×
Montana54,5441.17×
North Dakota43,4731.26×
Wyoming38,0401.53×
Rhode Island36,4550.68×
Alaska35,0450.98×
Delaware33,8280.73×
Vermont22,1740.75×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Harley-Davidson audience
BrandAffinityCategory
Motorcycling3.31×Cars & Mobility
Automobiles1.58×Cars & Mobility
AutoZone2.01×Cars & Mobility
Motor vehicle1.72×Cars & Mobility
Custom motorcycle3.57×Cars & Mobility
Road1.97×Travel & Leisure
Cruiser (motorcycle)5.05×Cars & Mobility
Indian (motorcycle)4.29×Cars & Mobility
Manufacturing1.52×Business & Career
Chopper (motorcycle)4.19×Cars & Mobility
RVs2.05×Cars & Mobility
Freight transport1.87×Cars & Mobility
Touring motorcycle3.75×Cars & Mobility
Motorcycles2.08×Cars & Mobility
Dump truck2.59×Cars & Mobility
Turkey hunting2.32×Sports
Motorcycle sport2.86×Sports
Motorcycle club2.79×Cars & Mobility
Machine1.56×Business & Career
Advance Auto Parts2.25×Cars & Mobility

Psychographic profile

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

Top personality traits over-indexed by Harley-Davidson audience
TraitClusterScore
PatriotismCONSERVATISM1.41
DIY MentalityTHRILL1.21
Early Adopter MentalityPOWER1.19
Luxury OrientationPREMIUM1.19
ExtroversionTHRILL1.13
Sports ActivityPOWER1.09

Worldwide distribution

Worldwide audience distribution share by country for Harley-Davidson
CountryShare
United States27.5%
Italy6.7%
India6.1%

See Harley-Davidson audiences in other countries

More Motorcycles audiences in United States

Frequently asked questions

How many fans does Harley-Davidson have in United States?

Harley-Davidson has an estimated audience of 16,770,504 people in United States, concentrated in California and Texas.

What is the gender split and age of Harley-Davidson fans?

23.8% of Harley-Davidson fans are female, 76.2% are male, with an average age of 39.6 years.

Which brands do Harley-Davidson fans like most?

Harley-Davidson fans show strongest brand affinity for Motorcycling (3.31×), Automobiles (1.58×), and AutoZone (2.01×) over the country average.

Where do Harley-Davidson fans live in United States?

Harley-Davidson fans in United States are most concentrated in California (reach 1,480,119), Texas (reach 1,474,941), and Florida (reach 1,160,266). These three regions account for the largest share of the active audience.

What other brands do Harley-Davidson fans also like?

Beyond Harley-Davidson itself, the audience over-indexes on Automobiles (1.58×), AutoZone (2.01×), Motor vehicle (1.72×), and Custom motorcycle (3.57×) 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 Harley-Davidson. 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.