Rascasse Audience Intelligence

Honda Target Market in United States

A data profile of the people who buy, follow and care about Honda in United States — modelled from more than twelve digital signal sources. Honda has an estimated audience of 22,642,357 people in United States.

#4among Car manufacturer in United States#146among Brand in United States#43in Cars & Mobility

The average Honda fan in United States is 37.8 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Used Cars, Online shopping, Computers, with strongest over-indexing on Used Cars (4.42× the country average).

Demographically, the Honda audience skews more male with an average age of 37.8, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Honda fan in United States is more male, around 37.8 years old, with strong Patriotism tendencies and a notable affinity for Used Cars.

Category: Cars & Mobility · Type: Brand · Subtype: Car manufacturer

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 Honda profile in United States.

Audience size
22.6M
in United States
Gender
27.1%♀
72.9% male
Age
37.8
average years
Country rank
#1404
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Honda

27.1% are female, 72.9% are male, average age 37.8.

Fig. 02

Gender split

27.1%
Female
72.9%
Male
Demographic split for Honda audience in United States
MetricValue
Female27.1%
Male72.9%
Average age37.8
Estimated audience size22,642,357
Fig. 03

Age distribution

Ø 37.8
average years
Age distribution of the Honda audience in United States
Age bracketShare%
16-1926%
20-2919%
30-3918%
40-4918%
50+20%
Fig. 04

Worldwide distribution

18.0%

of the worldwide Honda audience comes from United States.

Worldwide audience distribution share by country for Honda
CountryShare
United States18.0%
Brazil10.2%
Japan6.1%
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 Honda audience in United States is strongest.

Fig. 05

Top regions by affinity

Honda customers by region in United States
#RegionReachAffinity×
01New Jersey~800K1.41×
02California~3.5M1.32×
03Louisiana~400K1.29×
04Ohio~900K1.28×
05Connecticut~300K1.22×
06Virginia~700K1.20×
07North Carolina~800K1.18×
08Maryland~500K1.18×
09Florida~2M1.17×
10Mississippi~200K1.17×
11Texas~2.5M1.15×
12Massachusetts~500K1.15×
13New York~1.5M1.12×
14Pennsylvania~900K1.12×
15South Carolina~400K1.12×
16Delaware~70K1.09×
17Illinois~800K1.08×
18Georgia~800K1.08×
19New Hampshire~100K1.06×
20Indiana~400K1.05×
21Alabama~300K1.05×
22Rhode Island~80K1.04×
23Arkansas~200K1.03×
24West Virginia~100K1.03×
25Tennessee~500K1.02×
26Washington~500K1.02×
27Nevada~200K1.02×
28Arizona~500K1.00×
29Hawaii~100K0.98×
30Wisconsin~300K0.96×
31Minnesota~300K0.95×
32Kentucky~300K0.95×
33Missouri~300K0.94×
34Vermont~40K0.93×
35Utah~200K0.91×
36Kansas~200K0.91×
37Oregon~200K0.90×
38Oklahoma~200K0.90×
39New Mexico~100K0.87×
40Colorado~300K0.85×
41Nebraska~100K0.84×
42Iowa~200K0.82×
43Michigan~500K0.80×
44Idaho~90K0.80×
45Maine~60K0.77×
46Alaska~40K0.77×
47North Dakota~30K0.74×
48Washington, District of Columbia~50K0.70×
49South Dakota~40K0.70×
50Montana~40K0.67×
Fig. 06

Affinity by region

Affinity by region — Honda, United States
0.67×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Honda audience
#·InterestCategoryAffinity×
01Light truckCars & Mobility5.36×
02Used CarsCars & Mobility4.42×
03Auto maintenanceCars & Mobility3.87×
04MachiningBusiness & Career3.17×
05BusCars & Mobility3.06×
06O'Reilly Auto PartsCars & Mobility2.75×
07CarvanaCars & Mobility2.49×
08Fishing reelSports2.39×
09AutoZoneCars & Mobility2.27×
10Freight transportCars & Mobility2.25×
11RoadTravel & Leisure2.14×
12Used carCars & Mobility2.09×
13Hand toolHome & Garden2.03×
14Online shoppingShopping1.75×
15SUVsCars & Mobility1.75×
16Google MapsInternet & Social Media1.69×
17Motor vehicleCars & Mobility1.68×
18ComputersTechnology & Electronics1.67×
19AutomobilesCars & Mobility1.58×
20TransportCars & Mobility1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Honda 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 Honda audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.50×
Need for SecurityCONSERVATISM1.27×
Career OrientationPOWER1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Honda audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.72×
SustainabilityBALANCE0.76×
CreativityOPEN0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Honda's target market in United States?

Honda's target market in United States covers an estimated 22,642,357 people, concentrated in California and Texas.

02

What is the gender split and age of Honda customers?

27.1% of the Honda audience are female, 72.9% are male, with an average age of 37.8 years.

03

Which brands do Honda fans like most?

Honda fans show strongest brand affinity for Used Cars (4.42×), Online shopping (1.75×), and Computers (1.67×) over the country average.

04

Where do Honda fans live in United States?

Honda fans in United States are most concentrated in California (reach ~3.5M), Texas (reach ~2.5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Honda fans also like?

Beyond Honda itself, the audience over-indexes on Online shopping (1.75×), Computers (1.67×), AutoZone (2.27×), and Automobiles (1.58×) compared to the United States average.

Appendix

Explore more audiences

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

More Car manufacturer audiences in United States

Related rankings

See Honda audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Honda. 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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