Rascasse Audience Intelligence

Kia Motors Target Market in United States

A data profile of the people who buy, follow and care about Kia Motors in United States — modelled from more than twelve digital signal sources. Kia Motors has an estimated audience of 13,071,427 people in United States.

#13among Car manufacturer in United States#267among Brand in United States#99in Cars & Mobility

The average Kia Motors fan in United States is 38.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Planned maintenance, Used Cars, Kia Soul, with strongest over-indexing on Planned maintenance (7.31× the country average).

Demographically, the Kia Motors audience skews more male with an average age of 38.5, and over-indexes on personality traits such as Need for Security, Family Orientation.

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

The typical Kia Motors fan in United States is more male, around 38.5 years old, with strong Need for Security tendencies and a notable affinity for Planned maintenance.

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 Kia Motors profile in United States.

Audience size
13.1M
in United States
Gender
27.9%♀
72.1% male
Age
38.5
average years
Country rank
#2726
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 Kia Motors

27.9% are female, 72.1% are male, average age 38.5.

Fig. 02

Gender split

27.9%
Female
72.1%
Male
Demographic split for Kia Motors audience in United States
MetricValue
Female27.9%
Male72.1%
Average age38.5
Estimated audience size13,071,427
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Kia Motors audience in United States
Age bracketShare%
16-1923%
20-2919%
30-3919%
40-4919%
50+20%
Fig. 04

Worldwide distribution

29.3%

of the worldwide Kia Motors audience comes from United States.

Worldwide audience distribution share by country for Kia Motors
CountryShare
United States29.3%
Mexico9.0%
Spain6.4%
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 Kia Motors audience in United States is strongest.

Fig. 05

Top regions by affinity

Kia Motors customers by region in United States
#RegionReachAffinity×
01Florida~2K1.38×
02Georgia<1K1.31×
03Alabama<1K1.23×
04Texas~2K1.21×
05Arkansas<1K1.20×
06South Carolina<1K1.16×
07Mississippi<1K1.15×
08Arizona<1K1.13×
09California~2K1.12×
10Hawaii<1K1.11×
11New Jersey<1K1.09×
12Kansas<1K1.06×
13West Virginia<1K1.06×
14Louisiana<1K1.04×
15North Dakota<1K1.04×
16Indiana<1K1.03×
17Illinois<1K1.02×
18Oklahoma<1K1.02×
19Delaware<1K1.02×
20Pennsylvania<1K1.01×
21Maryland<1K1.01×
22Iowa<1K1.01×
23Tennessee<1K0.99×
24Missouri<1K0.99×
25Vermont<1K0.99×
26New York~1K0.98×
27North Carolina<1K0.98×
28New Mexico<1K0.98×
29Alaska<1K0.98×
30Virginia<1K0.97×
31Kentucky<1K0.97×
32Montana<1K0.97×
33Nevada<1K0.96×
34Utah<1K0.96×
35South Dakota<1K0.96×
36Rhode Island<1K0.95×
37Ohio<1K0.94×
38New Hampshire<1K0.94×
39Maine<1K0.94×
40Washington, District of Columbia<1K0.94×
41Idaho<1K0.93×
42Michigan<1K0.92×
43Wisconsin<1K0.92×
44Connecticut<1K0.92×
45Nebraska<1K0.92×
46Oregon<1K0.91×
47Colorado<1K0.89×
48Washington<1K0.86×
49Massachusetts<1K0.86×
50Minnesota<1K0.86×
Fig. 06

Affinity by region

Affinity by region — Kia Motors, United States
0.86×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kia Motors audience
#·InterestCategoryAffinity×
01Kia SoulCars & Mobility18.24×
02Hyundai TucsonCars & Mobility14.00×
03Kia StingerCars & Mobility11.93×
04Planned maintenanceBusiness & Career7.31×
05Used CarsCars & Mobility5.16×
06Kelley Blue BookMovies & TV4.80×
07CarvanaCars & Mobility4.64×
08Mortgage calculatorHome & Garden4.25×
09Used carCars & Mobility3.65×
10MenardsHome & Garden3.47×
11Hand toolHome & Garden3.46×
12Instant messagingInternet & Social Media2.97×
13AutoZoneCars & Mobility2.71×
14New York CityTravel & Leisure2.27×
15U.S. stateTravel & Leisure2.06×
16Mobile phonesTechnology & Electronics2.01×
17Video gamesGames1.90×
18Online shoppingShopping1.75×
19BusinessBusiness & Career1.66×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kia Motors 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 Kia Motors audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.22×
Family OrientationCONSERVATISM2.19×
Price SensitivityPREMIUM1.81×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kia Motors audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.73×
ExtroversionTHRILL0.78×
CreativityOPEN0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kia Motors's target market in United States?

Kia Motors's target market in United States covers an estimated 13,071,427 people, concentrated in California and Texas.

02

What is the gender split and age of Kia Motors customers?

27.9% of the Kia Motors audience are female, 72.1% are male, with an average age of 38.5 years.

03

Which brands do Kia Motors fans like most?

Kia Motors fans show strongest brand affinity for Planned maintenance (7.31×), Used Cars (5.16×), and Kia Soul (18.24×) over the country average.

04

Where do Kia Motors fans live in United States?

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

05

What other brands do Kia Motors fans also like?

Beyond Kia Motors itself, the audience over-indexes on Used Cars (5.16×), Kia Soul (18.24×), Used car (3.65×), and Instant messaging (2.97×) compared to the United States average.

Appendix

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How to read this data

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