Rascasse Audience Intelligence

Hawaii Audience in United States

A data profile of the people who buy, follow and care about Hawaii in United States — modelled from more than twelve digital signal sources. Hawaii has an estimated audience of 19,022,487 people in United States.

#1among Island in United States#90among POI in United States#153in Travel & Leisure

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 Patriotism, Risk Appetite.

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

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

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

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 Hawaii profile in United States.

Audience size
19M
in United States
Gender
57.4%♀
42.6% male
Age
41.3
average years
Country rank
#1751
POI in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hawaii fans

57.4% are female, 42.6% are male, average age 41.3.

Fig. 02

Gender split

57.4%
Female
42.6%
Male
Demographic split for Hawaii audience in United States
MetricValue
Female57.4%
Male42.6%
Average age41.3
Estimated audience size19,022,487
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Hawaii audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3919%
40-4922%
50+25%
Fig. 04

Worldwide distribution

37.8%

of the worldwide Hawaii audience comes from United States.

Worldwide audience distribution share by country for Hawaii
CountryShare
United States37.8%
Japan21.8%
China3.3%
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 Hawaii audience in United States is strongest.

Fig. 05

Top regions by affinity

Hawaii fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~800K10.34×
02Alaska~60K1.59×
03Washington~500K1.19×
04Utah~200K1.17×
05California~2.5M1.15×
06Idaho~100K1.05×
07Arizona~400K1.03×
08Oregon~200K1.02×
09Nevada~200K1.02×
10Colorado~300K0.96×
11Texas~1.5M0.89×
12Montana~50K0.88×
13New Mexico~80K0.87×
14Minnesota~200K0.83×
15Virginia~400K0.82×
16Nebraska~80K0.82×
17Illinois~500K0.81×
18North Dakota~30K0.80×
19New Jersey~400K0.78×
20Massachusetts~300K0.78×
21Maryland~300K0.78×
22Washington, District of Columbia~40K0.78×
23South Dakota~30K0.78×
24Missouri~200K0.77×
25Iowa~100K0.77×
26Kansas~100K0.77×
27Florida~1M0.76×
28Georgia~400K0.76×
29Wisconsin~200K0.76×
30Oklahoma~200K0.75×
31Wyoming~20K0.75×
32North Carolina~400K0.74×
33Indiana~300K0.74×
34Alabama~200K0.74×
35Connecticut~100K0.74×
36New York~800K0.73×
37Michigan~400K0.73×
38South Carolina~200K0.73×
39Pennsylvania~500K0.72×
40Ohio~400K0.72×
41Tennessee~300K0.72×
42Arkansas~100K0.72×
43Louisiana~200K0.71×
44Kentucky~200K0.71×
45Mississippi~100K0.68×
46Maine~50K0.66×
47New Hampshire~50K0.65×
48Rhode Island~40K0.65×
49Delaware~30K0.65×
50West Virginia~50K0.61×
Fig. 06

Affinity by region

Affinity by region — Hawaii, United States
0.61×1.00×10.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hawaii audience
#·InterestCategoryAffinity×
01NBCNews.comNews6.06×
02Hawaii News NowMovies & TV4.69×
03PolynesiaTravel & Leisure4.18×
04Hawaiian IslandsTravel & Leisure4.15×
05Hawaiian AirlinesTravel & Leisure4.00×
06HonoluluTravel & Leisure3.90×
07OahuTravel & Leisure3.63×
08Google FlightsTravel & Leisure3.11×
09MauiTravel & Leisure2.94×
10OceaniaTravel & Leisure2.40×
11Alaska AirlinesTravel & Leisure2.06×
12Native hawaiian culturePolitics & Society2.05×
13Standup paddleboardingSports2.03×
14SurfboardSports1.91×
15GeologyPolitics & Society1.91×
16WindsurfingSports1.82×
17WakeboardingSports1.77×
18Hostelling InternationalTravel & Leisure1.62×
19IslandTravel & Leisure1.58×
20Gavin NewsomPolitics & Society1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hawaii 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 Hawaii audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.26×
Risk AppetiteTHRILL1.20×
TravellingTHRILL1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hawaii audience · Rather not
TraitClusterDeviationScore
IndulgenceJOY0.89×
Price SensitivityPREMIUM0.92×
Convenience OrientationPREMIUM0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Hawaii fans live in United States?

Hawaii fans in United States are most concentrated in California (reach ~2.5M), 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 Hawaii fans also like?

Beyond Hawaii itself, the audience over-indexes on NBCNews.com (6.06×), Polynesia (4.18×), Honolulu (3.9×), and Hawaiian Islands (4.15×) compared to the United States average.

Appendix

Explore more audiences

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

More Island audiences in United States

See Hawaii audiences in other countries

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.

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