Rascasse Audience Intelligence

IHOP Target Market in United States

A data profile of the people who buy, follow and care about IHOP in United States — modelled from more than twelve digital signal sources. IHOP has an estimated audience of 29,096,272 people in United States.

#11among Restaurants in United States#102among Brand in United States#97in Food & Beverages

The average IHOP fan in United States is 43.6 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Denny's, Waffle House, Bob Evans, with strongest over-indexing on Denny's (13.18× the country average).

Demographically, the IHOP audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Convenience Orientation, Spirituality.

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

The typical IHOP fan in United States is more female, around 43.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Denny's.

Category: Food & Beverages · Type: Brand · Subtype: Restaurants

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 IHOP profile in United States.

Audience size
29.1M
in United States
Gender
58.8%♀
41.2% male
Age
43.6
average years
Country rank
#977
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 IHOP

58.8% are female, 41.2% are male, average age 43.6.

Fig. 02

Gender split

58.8%
Female
41.2%
Male
Demographic split for IHOP audience in United States
MetricValue
Female58.8%
Male41.2%
Average age43.6
Estimated audience size29,096,272
Fig. 03

Age distribution

Ø 43.6
average years
Age distribution of the IHOP audience in United States
Age bracketShare%
16-1914%
20-2915%
30-3916%
40-4922%
50+34%
Fig. 04

Worldwide distribution

88.0%

of the worldwide IHOP audience comes from United States.

Worldwide audience distribution share by country for IHOP
CountryShare
United States88.0%
Mexico2.9%
Canada2.6%
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 IHOP audience in United States is strongest.

Fig. 05

Top regions by affinity

IHOP customers by region in United States
#RegionReachAffinity×
01Maryland~900K1.71×
02Texas~4M1.68×
03Florida~3.5M1.68×
04Nevada~500K1.63×
05Kansas~400K1.63×
06Oklahoma~500K1.62×
07Virginia~1M1.54×
08Georgia~1.5M1.44×
09New Jersey~1M1.40×
10Hawaii~200K1.32×
11Colorado~600K1.26×
12Arizona~700K1.25×
13South Carolina~500K1.20×
14California~3.5M1.16×
15Arkansas~300K1.16×
16Delaware~90K1.16×
17New Mexico~200K1.15×
18Missouri~500K1.13×
19West Virginia~200K1.13×
20Washington~600K1.12×
21North Carolina~900K1.09×
22Louisiana~400K1.09×
23New York~1.5M1.07×
24Tennessee~600K1.03×
25Utah~300K1.03×
26Rhode Island~90K1.01×
27Indiana~500K0.96×
28Washington, District of Columbia~80K0.89×
29Massachusetts~500K0.88×
30Mississippi~200K0.85×
31Connecticut~200K0.84×
32Nebraska~100K0.82×
33Alabama~300K0.81×
34Illinois~800K0.80×
35Idaho~100K0.80×
36Alaska~50K0.80×
37Ohio~700K0.78×
38Michigan~600K0.76×
39Iowa~200K0.76×
40Oregon~200K0.73×
41Pennsylvania~700K0.71×
42Kentucky~300K0.71×
43Maine~70K0.70×
44Wisconsin~300K0.64×
45North Dakota~40K0.60×
46New Hampshire~60K0.52×
47Montana~40K0.52×
48Minnesota~200K0.51×
49South Dakota~30K0.44×
50Vermont~10K0.26×
Fig. 06

Affinity by region

Affinity by region — IHOP, United States
0.26×1.00×1.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for IHOP audience
#·InterestCategoryAffinity×
01LukoilCars & Mobility34.72×
02Orient WatchFashion & Accessoires22.83×
03Russian River Brewing CompanyFood & Beverages19.55×
04Bob EvansFood & Beverages17.62×
05Denny'sFood & Beverages13.18×
06Cook Out (restaurant)Food & Beverages9.00×
07Waffle HouseFood & Beverages8.09×
08Golden CorralFood & Beverages6.66×
09Red RobinFood & Beverages6.15×
10CiCi's PizzaFood & Beverages5.96×
11Cracker Barrel Old Country StoreFood & Beverages3.99×
12Applebee'sFood & Beverages3.91×
13LongHorn SteakhouseFood & Beverages3.73×
14Outback SteakhouseFood & Beverages3.57×
15Olive GardenFood & Beverages3.32×
16Texas RoadhouseFood & Beverages2.53×
17Panera BreadFood & Beverages2.46×
18Staples Inc.Business & Career2.34×
19Wendy'sFood & Beverages1.77×
20Chick-fil-AFood & Beverages1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the IHOP 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 IHOP audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.35×
SpiritualityBALANCE1.32×
Community OrientationOPEN1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by IHOP audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.84×
Early Adopter MentalityPOWER0.87×
Design AffinityPREMIUM0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is IHOP's target market in United States?

IHOP's target market in United States covers an estimated 29,096,272 people, concentrated in Texas and California.

02

What is the gender split and age of IHOP customers?

58.8% of the IHOP audience are female, 41.2% are male, with an average age of 43.6 years.

03

Which brands do IHOP fans like most?

IHOP fans show strongest brand affinity for Denny's (13.18×), Waffle House (8.09×), and Bob Evans (17.62×) over the country average.

04

Where do IHOP fans live in United States?

IHOP fans in United States are most concentrated in Texas (reach ~4M), California (reach ~3.5M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do IHOP fans also like?

Beyond IHOP itself, the audience over-indexes on Waffle House (8.09×), Bob Evans (17.62×), Lukoil (34.72×), and Golden Corral (6.66×) compared to the United States average.

Appendix

Explore more audiences

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

More Restaurants audiences in United States

See IHOP audiences in other countries

How to read this data

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