Rascasse Audience Intelligence

Harley-Davidson Target Market in United States

A data profile of the people who buy, follow and care about Harley-Davidson in United States — modelled from more than twelve digital signal sources. Harley-Davidson has an estimated audience of 16,813,567 people in United States.

#1among Motorcycles in United States#199among Brand in United States#67in Cars & Mobility

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, Extroversion.

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

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.

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

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 Harley-Davidson profile in United States.

Audience size
16.8M
in United States
Gender
23.8%♀
76.2% male
Age
39.6
average years
Country rank
#2052
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Harley-Davidson

23.8% are female, 76.2% are male, average age 39.6.

Fig. 02

Gender split

23.8%
Female
76.2%
Male
Demographic split for Harley-Davidson audience in United States
MetricValue
Female23.8%
Male76.2%
Average age39.6
Estimated audience size16,813,567
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Harley-Davidson audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3918%
40-4921%
50+22%
Fig. 04

Worldwide distribution

27.4%

of the worldwide Harley-Davidson audience comes from United States.

Worldwide audience distribution share by country for Harley-Davidson
CountryShare
United States27.4%
Italy6.7%
India6.2%
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 Harley-Davidson audience in United States is strongest.

Fig. 05

Top regions by affinity

Harley-Davidson customers by region in United States
#RegionReachAffinity×
01South Dakota~70K1.83×
02Wyoming~40K1.58×
03Wisconsin~400K1.51×
04West Virginia~100K1.45×
05New Hampshire~90K1.36×
06North Dakota~50K1.33×
07Kentucky~300K1.25×
08Montana~60K1.24×
09Iowa~200K1.23×
10Tennessee~400K1.21×
11Indiana~400K1.21×
12Nevada~200K1.16×
13New Mexico~100K1.14×
14Oklahoma~200K1.13×
15South Carolina~300K1.12×
16Arkansas~200K1.09×
17Ohio~600K1.08×
18Alaska~40K1.07×
19Alabama~200K1.05×
20Nebraska~90K1.05×
21Idaho~90K1.03×
22Maine~60K1.02×
23North Carolina~500K1.00×
24Utah~100K0.99×
25Florida~1M0.98×
26Pennsylvania~500K0.96×
27Arizona~300K0.96×
28Kansas~100K0.96×
29Texas~1.5M0.94×
30Louisiana~200K0.94×
31Missouri~300K0.93×
32Michigan~400K0.92×
33Minnesota~200K0.92×
34Colorado~200K0.91×
35Mississippi~100K0.91×
36Georgia~500K0.88×
37Illinois~500K0.86×
38Virginia~300K0.84×
39Hawaii~60K0.83×
40Vermont~20K0.80×
41California~1.5M0.77×
42Delaware~40K0.77×
43Maryland~200K0.73×
44Connecticut~100K0.73×
45Rhode Island~40K0.69×
46Washington~200K0.67×
47Oregon~100K0.65×
48New Jersey~300K0.63×
49Massachusetts~200K0.62×
50New York~600K0.60×
Fig. 06

Affinity by region

Affinity by region — Harley-Davidson, United States
0.60×1.00×1.83×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Harley-Davidson audience
#·InterestCategoryAffinity×
01Cruiser (motorcycle)Cars & Mobility5.05×
02Indian (motorcycle)Cars & Mobility4.29×
03Chopper (motorcycle)Cars & Mobility4.19×
04Touring motorcycleCars & Mobility3.75×
05Custom motorcycleCars & Mobility3.57×
06MotorcyclingCars & Mobility3.31×
07Motorcycle sportSports2.86×
08Motorcycle clubCars & Mobility2.79×
09Dump truckCars & Mobility2.59×
10Turkey huntingSports2.32×
11Advance Auto PartsCars & Mobility2.25×
12MotorcyclesCars & Mobility2.08×
13RVsCars & Mobility2.05×
14AutoZoneCars & Mobility2.01×
15RoadTravel & Leisure1.97×
16Freight transportCars & Mobility1.87×
17Motor vehicleCars & Mobility1.72×
18AutomobilesCars & Mobility1.58×
19MachineBusiness & Career1.56×
20ManufacturingBusiness & Career1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Harley-Davidson 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 Harley-Davidson audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.56×
ExtroversionTHRILL1.27×
Risk AppetiteTHRILL1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Harley-Davidson audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.80×
Career OrientationPOWER0.91×
Healthy LifestyleBALANCE0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Harley-Davidson's target market in United States?

Harley-Davidson's target market in United States covers an estimated 16,813,567 people, concentrated in California and Texas.

02

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

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

03

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.

04

Where do Harley-Davidson fans live in United States?

Harley-Davidson fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Motorcycles audiences in United States

See Harley-Davidson audiences in other countries

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.

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