Rascasse Audience Intelligence

Mini Target Market in United States

A data profile of the people who buy, follow and care about Mini in United States — modelled from more than twelve digital signal sources. Mini has an estimated audience of 1,735,167 people in United States.

#1636among Brand in United States#280in Shopping

The average Mini fan in United States is 41.2 years old, more male, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Mini Countryman, Mini Clubman, Fuel economy in automobiles, with strongest over-indexing on Mini Countryman (29.79× the country average).

Demographically, the Mini audience skews more male with an average age of 41.2, and over-indexes on personality traits such as Sustainability, Luxury Orientation.

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

The typical Mini fan in United States is more male, around 41.2 years old, with strong Sustainability tendencies and a notable affinity for Mini Countryman.

Category: Shopping · Type: Brand

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 Mini profile in United States.

Audience size
1.7M
in United States
Gender
42.6%♀
57.4% male
Age
41.2
average years
Country rank
#15889
Brand in United States
Fig. 01

Search interest · 12-month trend

-57%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mini

42.6% are female, 57.4% are male, average age 41.2.

Fig. 02

Gender split

42.6%
Female
57.4%
Male
Demographic split for Mini audience in United States
MetricValue
Female42.6%
Male57.4%
Average age41.2
Estimated audience size1,735,167
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Mini audience in United States
Age bracketShare%
16-1917%
20-2918%
30-3916%
40-4920%
50+28%
Fig. 04

Worldwide distribution

10.6%

of the worldwide Mini audience comes from United States.

Worldwide audience distribution share by country for Mini
CountryShare
Japan12.7%
United States10.6%
Germany7.9%
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 Mini audience in United States is strongest.

Fig. 05

Top regions by affinity

Mini customers by region in United States
#RegionReachAffinity×
01Vermont~8K1.98×
02Massachusetts~80K1.76×
03Connecticut~40K1.56×
04Washington, District of Columbia~10K1.44×
05New Hampshire~10K1.41×
06Rhode Island~10K1.38×
07Maine~10K1.28×
08New York~200K1.22×
09Virginia~70K1.22×
10Wisconsin~40K1.18×
11Pennsylvania~90K1.17×
12New Jersey~70K1.14×
13Minnesota~40K1.13×
14Maryland~40K1.10×
15Iowa~20K1.09×
16Washington~50K1.06×
17Ohio~70K1.04×
18Delaware~6K1.03×
19Indiana~40K1.01×
20Colorado~40K1.01×
21Illinois~80K1.00×
22California~200K0.98×
23North Carolina~70K0.98×
24Michigan~60K0.98×
25South Carolina~30K0.97×
26Nebraska~10K0.96×
27Utah~20K0.95×
28Montana~6K0.95×
29Oregon~20K0.93×
30North Dakota~4K0.92×
31Georgia~60K0.90×
32Missouri~30K0.90×
33Alabama~30K0.87×
34Arizona~40K0.86×
35Alaska~4K0.86×
36Kansas~20K0.85×
37Florida~100K0.82×
38Tennessee~40K0.81×
39South Dakota~4K0.81×
40Kentucky~20K0.80×
41Texas~200K0.78×
42Hawaii~8K0.78×
43Idaho~9K0.76×
44Arkansas~10K0.73×
45Louisiana~20K0.72×
46West Virginia~7K0.70×
47Oklahoma~20K0.68×
48New Mexico~8K0.68×
49Nevada~10K0.67×
50Mississippi~10K0.66×
Fig. 06

Affinity by region

Affinity by region — Mini, United States
0.66×1.00×1.98×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mini audience
#·InterestCategoryAffinity×
01Mini ClubmanCars & Mobility56.39×
02John Cooper WorksCars & Mobility51.40×
03Mini CountrymanCars & Mobility29.79×
04BMW 2 SeriesCars & Mobility9.93×
05Vehicle audioCars & Mobility6.79×
06Fuel economy in automobilesCars & Mobility6.18×
07Concept carCars & Mobility4.81×
08City carCars & Mobility4.22×
09Plug-in hybridCars & Mobility3.78×
10DepopFashion & Accessoires3.67×
11HatchbackCars & Mobility2.94×
12Full-size carCars & Mobility2.63×
13CarGurusCars & Mobility2.39×
14Indie popMusic & Radio2.22×
15AutotraderCars & Mobility1.97×
16PridePolitics & Society1.79×
17CarvanaCars & Mobility1.70×
18Discount TireShopping1.68×
19CarMaxCars & Mobility1.65×
20O'Reilly Auto PartsCars & Mobility1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mini 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 Mini audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.21×
Luxury OrientationPREMIUM1.21×
PatriotismCONSERVATISM1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mini audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.77×
Convenience OrientationPREMIUM0.79×
TraditionCONSERVATISM0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mini's target market in United States?

Mini's target market in United States covers an estimated 1,735,167 people, concentrated in California and New York.

02

What is the gender split and age of Mini customers?

42.6% of the Mini audience are female, 57.4% are male, with an average age of 41.2 years.

03

Which brands do Mini fans like most?

Mini fans show strongest brand affinity for Mini Countryman (29.79×), Mini Clubman (56.39×), and Fuel economy in automobiles (6.18×) over the country average.

04

Where do Mini fans live in United States?

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

05

What other brands do Mini fans also like?

Beyond Mini itself, the audience over-indexes on Mini Clubman (56.39×), Fuel economy in automobiles (6.18×), CarGurus (2.39×), and Hatchback (2.94×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Mini audiences in other countries

How to read this data

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