Rascasse Audience Intelligence

Kenworth Target Market in United States

A data profile of the people who buy, follow and care about Kenworth in United States — modelled from more than twelve digital signal sources. Kenworth has an estimated audience of 2,250,411 people in United States.

#6among Commercial vehicles in United States#1306among Brand in United States#440in Cars & Mobility

The average Kenworth fan in United States is 41.0 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Volvo Trucks, Peterbilt, Love's Travel Stops & Country Stores, with strongest over-indexing on Volvo Trucks (29.58× the country average).

Demographically, the Kenworth audience skews more male with an average age of 41.0, 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 Kenworth fan in United States is more male, around 41.0 years old, with strong Patriotism tendencies and a notable affinity for Volvo Trucks.

Category: Cars & Mobility · Type: Brand · Subtype: Commercial vehicles

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 Kenworth profile in United States.

Audience size
2.3M
in United States
Gender
15.0%♀
85.0% male
Age
41.0
average years
Country rank
#12950
Brand in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kenworth

15.0% are female, 85.0% are male, average age 41.0.

Fig. 02

Gender split

15.0%
Female
85.0%
Male
Demographic split for Kenworth audience in United States
MetricValue
Female15.0%
Male85.0%
Average age41.0
Estimated audience size2,250,411
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Kenworth audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3920%
40-4922%
50+24%
Fig. 04

Worldwide distribution

46.3%

of the worldwide Kenworth audience comes from United States.

Worldwide audience distribution share by country for Kenworth
CountryShare
United States46.3%
Mexico9.9%
Canada6.5%
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 Kenworth audience in United States is strongest.

Fig. 05

Top regions by affinity

Kenworth customers by region in United States
#RegionReachAffinity×
01Wyoming~10K3.24×
02Idaho~30K2.23×
03Montana~10K1.83×
04North Dakota~8K1.67×
05New Mexico~20K1.65×
06Utah~30K1.60×
07Kansas~30K1.58×
08Nebraska~20K1.48×
09South Dakota~8K1.47×
10Arkansas~20K1.30×
11Texas~300K1.29×
12Iowa~20K1.28×
13Louisiana~40K1.22×
14Oklahoma~30K1.20×
15Indiana~50K1.16×
16Washington~50K1.14×
17Missouri~40K1.05×
18Ohio~70K1.03×
19Nevada~20K1.01×
20Arizona~50K0.99×
21Mississippi~20K0.99×
22Wisconsin~30K0.96×
23Illinois~70K0.93×
24Colorado~30K0.93×
25Alaska~5K0.93×
26Alabama~30K0.92×
27Tennessee~40K0.90×
28West Virginia~9K0.89×
29Oregon~20K0.86×
30Kentucky~20K0.83×
31Pennsylvania~60K0.82×
32Georgia~60K0.81×
33Michigan~50K0.79×
34South Carolina~30K0.79×
35Virginia~40K0.72×
36Florida~100K0.68×
37Minnesota~20K0.68×
38Maine~5K0.66×
39North Carolina~40K0.65×
40New Hampshire~6K0.65×
41California~200K0.63×
42Hawaii~6K0.63×
43Delaware~4K0.58×
44New Jersey~30K0.56×
45Connecticut~10K0.53×
46Rhode Island~4K0.53×
47Maryland~20K0.49×
48Washington, District of Columbia~3K0.46×
49Massachusetts~20K0.40×
50New York~50K0.36×
Fig. 06

Affinity by region

Affinity by region — Kenworth, United States
0.36×1.00×3.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kenworth audience
#·InterestCategoryAffinity×
01Volvo TrucksCars & Mobility29.58×
02IvecoCars & Mobility29.42×
03PeterbiltCars & Mobility24.08×
04Estes Express LinesCars & Mobility22.54×
05XPO LogisticsBusiness & Career16.15×
06Mack TrucksCars & Mobility14.64×
07Love's Travel Stops & Country StoresShopping11.51×
08Diesel engineCars & Mobility6.92×
09Alfa RomeoCars & Mobility6.38×
10MotorboatCars & Mobility6.34×
11Touring motorcycleCars & Mobility6.21×
12Motorcycle accessoriesCars & Mobility6.08×
13VanCars & Mobility5.96×
14Automobile repair shopCars & Mobility5.46×
15Lawn mowerHome & Garden5.23×
16NASDAQBusiness & Career4.89×
17Discount TireShopping4.67×
18LogisticsBusiness & Career4.38×
19Used carCars & Mobility3.31×
20AutoZoneCars & Mobility3.14×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kenworth 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 Kenworth audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.46×
Need for SecurityCONSERVATISM2.19×
Career OrientationPOWER1.88×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kenworth audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.65×
CreativityOPEN0.65×
Design AffinityPREMIUM0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kenworth's target market in United States?

Kenworth's target market in United States covers an estimated 2,250,411 people, concentrated in Texas and California.

02

What is the gender split and age of Kenworth customers?

15.0% of the Kenworth audience are female, 85.0% are male, with an average age of 41.0 years.

03

Which brands do Kenworth fans like most?

Kenworth fans show strongest brand affinity for Volvo Trucks (29.58×), Peterbilt (24.08×), and Love's Travel Stops & Country Stores (11.51×) over the country average.

04

Where do Kenworth fans live in United States?

Kenworth fans in United States are most concentrated in Texas (reach ~300K), California (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Kenworth fans also like?

Beyond Kenworth itself, the audience over-indexes on Peterbilt (24.08×), Love's Travel Stops & Country Stores (11.51×), NASDAQ (4.89×), and Diesel engine (6.92×) compared to the United States average.

Appendix

Explore more audiences

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

More Commercial vehicles audiences in United States

See Kenworth audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →