Rascasse Audience Intelligence

Mercedes-Benz S-Class Audience in United States

A data profile of the people who buy, follow and care about Mercedes-Benz S-Class in United States — modelled from more than twelve digital signal sources. Mercedes-Benz S-Class has an estimated audience of 1,399,733 people in United States.

#142among Car type in United States#137among Car Model in United States#609in Cars & Mobility

The average Mercedes-Benz S-Class fan in United States is 37.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Shane Lowry, PGA National Golf Club, Google News, with strongest over-indexing on Shane Lowry (100.17× the country average).

Demographically, the Mercedes-Benz S-Class audience skews more male with an average age of 37.5, and over-indexes on personality traits such as Career Orientation, Quality Awareness.

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

The typical Mercedes-Benz S-Class fan in United States is more male, around 37.5 years old, with strong Career Orientation tendencies and a notable affinity for Shane Lowry.

Category: Cars & Mobility · Type: Car Model · Subtype: Car type

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 Mercedes-Benz S-Class profile in United States.

Audience size
1.4M
in United States
Gender
27.8%♀
72.2% male
Age
37.5
average years
Country rank
#18692
Car Model in United States
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mercedes-Benz S-Class fans

27.8% are female, 72.2% are male, average age 37.5.

Fig. 02

Gender split

27.8%
Female
72.2%
Male
Demographic split for Mercedes-Benz S-Class audience in United States
MetricValue
Female27.8%
Male72.2%
Average age37.5
Estimated audience size1,399,733
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Mercedes-Benz S-Class audience in United States
Age bracketShare%
16-1927%
20-2919%
30-3917%
40-4918%
50+20%
Fig. 04

Worldwide distribution

31.2%

of the worldwide Mercedes-Benz S-Class audience comes from United States.

Worldwide audience distribution share by country for Mercedes-Benz S-Class
CountryShare
United States31.2%
India10.1%
United Kingdom8.3%
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 Mercedes-Benz S-Class audience in United States is strongest.

Fig. 05

Top regions by affinity

Mercedes-Benz S-Class fans by region: top regions in United States
#RegionReachAffinity×
01Florida~200K1.60×
02California~200K1.57×
03Georgia~70K1.50×
04New York~100K1.37×
05New Jersey~50K1.37×
06Texas~200K1.34×
07Alabama~30K1.34×
08Louisiana~20K1.31×
09Connecticut~20K1.27×
10Mississippi~10K1.26×
11South Carolina~30K1.25×
12Maryland~30K1.24×
13Virginia~40K1.23×
14Nevada~20K1.20×
15Delaware~4K1.13×
16Massachusetts~30K1.12×
17Illinois~50K1.11×
18Pennsylvania~50K1.10×
19North Carolina~50K1.10×
20Washington, District of Columbia~5K1.09×
21Arizona~30K1.08×
22Rhode Island~5K1.05×
23Tennessee~30K1.03×
24Washington~30K0.97×
25Arkansas~10K0.97×
26Oklahoma~10K0.95×
27Ohio~40K0.94×
28Michigan~40K0.94×
29Indiana~20K0.94×
30New Mexico~6K0.91×
31New Hampshire~5K0.91×
32Kansas~10K0.90×
33Hawaii~5K0.90×
34Kentucky~20K0.89×
35Colorado~20K0.88×
36Utah~10K0.87×
37Missouri~20K0.86×
38Maine~4K0.85×
39Alaska~3K0.85×
40West Virginia~6K0.84×
41Minnesota~20K0.83×
42Oregon~10K0.83×
43North Dakota~2K0.83×
44Vermont~2K0.83×
45South Dakota~3K0.82×
46Nebraska~6K0.81×
47Wisconsin~20K0.78×
48Idaho~5K0.77×
49Montana~3K0.77×
50Iowa~9K0.75×
Fig. 06

Affinity by region

Affinity by region — Mercedes-Benz S-Class, United States
0.75×1.00×1.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Mercedes-Benz S-Class audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mercedes-Benz S-Class audience
#·InterestCategoryAffinity×
01Women's British OpenSports136.75×
02Spyglass Hill Golf CourseSports117.86×
03The Connaught (hotel)Travel & Leisure104.65×
04Old Course at St AndrewsSports103.85×
05Shane LowrySports100.17×
06VistaJetTravel & Leisure94.44×
07PGA National Golf ClubSports92.78×
08Royal Troon Golf ClubSports90.00×
09Southern Hills Country ClubPOI87.79×
10Rolls-Royce GhostCars & Mobility82.21×
11BMW 1 SeriesCars & Mobility74.03×
12Porsche BoxsterCars & Mobility68.44×
13BMW X1Cars & Mobility61.38×
14BMW 4 SeriesCars & Mobility61.04×
15Mercedes-Benz GLA-ClassCars & Mobility50.87×
16BMW X6Cars & Mobility46.13×
17Audi A6Cars & Mobility44.27×
18Audi Q7Cars & Mobility40.97×
19Alternative fuel vehicleCars & Mobility39.93×
20Google NewsNews19.27×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mercedes-Benz S-Class 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 Mercedes-Benz S-Class audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.43×
Quality AwarenessPREMIUM2.40×
Luxury OrientationPREMIUM2.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mercedes-Benz S-Class audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.70×
ExtroversionTHRILL0.77×
Community OrientationOPEN0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mercedes-Benz S-Class have in United States?

Mercedes-Benz S-Class has an estimated audience of 1,399,733 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Mercedes-Benz S-Class fans?

27.8% of Mercedes-Benz S-Class fans are female, 72.2% are male, with an average age of 37.5 years.

03

Which brands do Mercedes-Benz S-Class fans like most?

Mercedes-Benz S-Class fans show strongest brand affinity for Shane Lowry (100.17×), PGA National Golf Club (92.78×), and Google News (19.27×) over the country average.

04

Where do Mercedes-Benz S-Class fans live in United States?

Mercedes-Benz S-Class fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Mercedes-Benz S-Class fans also like?

Beyond Mercedes-Benz S-Class itself, the audience over-indexes on PGA National Golf Club (92.78×), Google News (19.27×), Women's British Open (136.75×), and Spyglass Hill Golf Course (117.86×) 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 Mercedes-Benz S-Class. 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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