Hawaii Audience in United States

Hawaii logo

Hawaii has an estimated audience of 19,022,487 people in United States. 57.4% are female, 42.6% are male, average age 41.3. Top regions: California, Texas, Florida. Top brand affinities: Google Flights, NBCNews.com, Polynesia, Honolulu, Hawaiian Airlines.

The average Hawaii fan in United States is 41.3 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Google Flights, NBCNews.com, Polynesia, with strongest over-indexing on Google Flights (3.11× the country average). Demographically, the Hawaii audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Travelling, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: POI · Subtype: Island

Demographics of Hawaii fans

Demographic split for Hawaii audience in United States
MetricValue
Female57.4%
Male42.6%
Average age41.3
Estimated audience size19,022,487

Audience persona

The typical Hawaii fan in United States is more female, around 41.3 years old, with strong Travelling tendencies and a notable affinity for Google Flights.

Top regions in United States

Top regions ranked by reach for Hawaii in United States
RegionReachAffinity
California2,509,5321.2×
Texas1,536,3470.94×
Florida1,048,1410.81×
Hawaii871,21510.65×
New York843,8440.79×
Illinois532,0010.84×
Georgia473,5310.81×
Washington467,7891.23×
Pennsylvania451,6150.71×
North Carolina432,1650.76×
Ohio420,7940.72×
Arizona406,2001.05×
New Jersey392,1620.81×
Virginia388,7150.84×
Michigan370,0540.74×
Massachusetts308,2630.82×
Colorado293,4310.98×
Tennessee283,3770.74×
Indiana259,5620.75×
Maryland258,7630.79×
Missouri230,7700.75×
Minnesota226,3030.83×
Oregon226,0391.04×
Wisconsin214,0190.75×
South Carolina206,1370.72×
Utah197,1421.16×
Nevada191,8311.04×
Alabama191,3260.72×
Louisiana164,4110.67×
Kentucky161,2670.68×
Oklahoma153,8990.73×
Connecticut143,4260.75×
Iowa117,0470.75×
Kansas113,9250.76×
Arkansas104,5560.67×
Mississippi101,0930.65×
Idaho96,7471.01×
New Mexico80,0860.84×
Nebraska73,7770.77×
Alaska59,7921.47×
West Virginia51,1400.58×
New Hampshire47,7470.64×
Washington, District of Columbia46,2400.81×
Montana42,9740.81×
Maine42,4450.62×
Rhode Island38,5240.64×
Delaware32,1830.61×
South Dakota30,1380.69×
North Dakota26,8300.69×
Wyoming18,9450.67×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Hawaii audience
BrandAffinityCategory
Google Flights3.11×Travel & Leisure
NBCNews.com6.06×News
Polynesia4.18×Travel & Leisure
Honolulu3.9×Travel & Leisure
Hawaiian Airlines4×Travel & Leisure
Hawaiian Islands4.15×Travel & Leisure
Oceania2.4×Travel & Leisure
Alaska Airlines2.06×Travel & Leisure
Oahu3.63×Travel & Leisure
Hawaii News Now4.69×Movies & TV
Island1.58×Travel & Leisure
Standup paddleboarding2.03×Sports
Wakeboarding1.77×Sports
Surfboard1.91×Sports
Windsurfing1.82×Sports
Geology1.91×Politics & Society
Native hawaiian culture2.05×Politics & Society
Maui2.94×Travel & Leisure
Hostelling International1.62×Travel & Leisure
Snorkeling1.92×Sports

Psychographic profile

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

Top personality traits over-indexed by Hawaii audience
TraitClusterScore
TravellingTHRILL1.49
Design AffinityPREMIUM1.47
PatriotismCONSERVATISM1.46
SustainabilityBALANCE1.42
ExtroversionTHRILL1.35
Sports ActivityPOWER1.25

Worldwide distribution

Worldwide audience distribution share by country for Hawaii
CountryShare
United States37.9%
Japan21.8%
China3.3%

See Hawaii audiences in other countries

More Island audiences in United States

Frequently asked questions

How many fans does Hawaii have in United States?

Hawaii has an estimated audience of 19,022,487 people in United States, concentrated in California and Texas.

What is the gender split and age of Hawaii fans?

57.4% of Hawaii fans are female, 42.6% are male, with an average age of 41.3 years.

Which brands do Hawaii fans like most?

Hawaii fans show strongest brand affinity for Google Flights (3.11×), NBCNews.com (6.06×), and Polynesia (4.18×) over the country average.

Where do Hawaii fans live in United States?

Hawaii fans in United States are most concentrated in California (reach 2,509,532), Texas (reach 1,536,347), and Florida (reach 1,048,141). These three regions account for the largest share of the active audience.

What other brands do Hawaii fans also like?

Beyond Hawaii itself, the audience over-indexes on NBCNews.com (6.06×), Polynesia (4.18×), Honolulu (3.9×), and Hawaiian Airlines (4×) 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 Hawaii. 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.