Kayak Audience in United States

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Kayak has an estimated audience of 18,339,593 people in United States. 42.9% are female, 57.1% are male, average age 42.5. Top regions: California, Florida, New York. Top brand affinities: Horse training, CNN, Golden Earring, Paddleboarding, Gmail.

The average Kayak fan in United States is 42.5 years old, more male, and lives primarily in California. The audience is concentrated in California, Florida, New York. Top brand affinities include Horse training, CNN, Golden Earring, with strongest over-indexing on Horse training (3.58× the country average). Demographically, the Kayak audience skews more male with an average age of 42.5, and over-indexes on personality traits such as Risk Appetite, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: Brand · Subtype: Travel website

Demographics of Kayak fans

Demographic split for Kayak audience in United States
MetricValue
Female42.9%
Male57.1%
Average age42.5
Estimated audience size18,339,593

Audience persona

The typical Kayak fan in United States is more male, around 42.5 years old, with strong Risk Appetite tendencies and a notable affinity for Horse training.

Top regions in United States

Top regions ranked by reach for Kayak in United States
RegionReachAffinity
California2,464,9371.22×
Florida1,766,5501.42×
New York1,411,6931.38×
Texas1,384,9260.88×
Illinois665,9101.09×
New Jersey614,3611.32×
Pennsylvania577,8920.94×
Virginia565,0061.26×
North Carolina547,8920.99×
Massachusetts534,4261.48×
Ohio525,9740.93×
Georgia504,8450.89×
Washington465,5771.27×
Michigan441,7410.92×
Colorado375,6511.3×
Maryland340,6781.08×
Arizona320,8870.86×
Wisconsin310,6581.13×
Minnesota305,6231.16×
Tennessee303,9940.83×
Indiana288,8850.86×
Oregon263,2121.25×
Connecticut241,5211.31×
South Carolina232,3670.84×
Missouri228,8350.77×
Kentucky175,3620.76×
Alabama170,1770.66×
Nevada168,6680.95×
Louisiana161,0520.68×
Utah147,9470.9×
Oklahoma137,4270.67×
Iowa130,6430.86×
Arkansas107,0880.71×
Kansas103,2790.71×
Hawaii102,6411.3×
Idaho91,5811×
New Hampshire85,4681.18×
Washington, District of Columbia85,4001.55×
Mississippi85,2060.56×
Maine80,4871.23×
Nebraska67,9020.74×
New Mexico62,6870.68×
Montana60,5961.19×
Rhode Island59,9191.03×
West Virginia55,7350.65×
Alaska46,0401.17×
Vermont42,0111.3×
Delaware40,3320.8×
South Dakota30,1070.71×
Wyoming26,0740.96×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Kayak audience
BrandAffinityCategory
Horse training3.58×Pets & Animals
CNN1.53×Movies & TV
Golden Earring8.92×Music & Radio
Paddleboarding4.14×Sports
Gmail1.79×Internet & Social Media
Horse breeding3.82×Pets & Animals
Bank of America1.71×Business & Career
Google Flights2.39×Travel & Leisure
Camping1.51×Travel & Leisure
Facebook Messenger2.03×Internet & Social Media
Airbnb1.56×Travel & Leisure
Hostelling International3.79×Travel & Leisure
Duck hunting2.83×Sports
Boating1.95×Travel & Leisure
Horses1.57×Pets & Animals
Week1.81×Business & Career
Horse & Rider3.99×Pets & Animals
Pferd14.13×Pets & Animals
National park2.19×Travel & Leisure
Menards1.85×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by Kayak audience
TraitClusterScore
Risk AppetiteTHRILL2.02
Luxury OrientationPREMIUM1.81
TravellingTHRILL1.69
SustainabilityBALANCE1.35
Sports ActivityPOWER1.33
PatriotismCONSERVATISM1.3

Worldwide distribution

Worldwide audience distribution share by country for Kayak
CountryShare
United States36.6%
France12.7%
United Kingdom5.8%

See Kayak audiences in other countries

More Travel website audiences in United States

Frequently asked questions

How many fans does Kayak have in United States?

Kayak has an estimated audience of 18,339,593 people in United States, concentrated in California and Florida.

What is the gender split and age of Kayak fans?

42.9% of Kayak fans are female, 57.1% are male, with an average age of 42.5 years.

Which brands do Kayak fans like most?

Kayak fans show strongest brand affinity for Horse training (3.58×), CNN (1.53×), and Golden Earring (8.92×) over the country average.

Where do Kayak fans live in United States?

Kayak fans in United States are most concentrated in California (reach 2,464,937), Florida (reach 1,766,550), and New York (reach 1,411,693). These three regions account for the largest share of the active audience.

What other brands do Kayak fans also like?

Beyond Kayak itself, the audience over-indexes on CNN (1.53×), Golden Earring (8.92×), Paddleboarding (4.14×), and Gmail (1.79×) 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 Kayak. 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.