Rascasse Audience Intelligence

Pickup truck Audience in United States

A data profile of the people who buy, follow and care about Pickup truck in United States — modelled from more than twelve digital signal sources. Pickup truck has an estimated audience of 13,174,554 people in United States.

#1794among Topic in United States#97in Cars & Mobility

The average Pickup truck fan in United States is 39.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include AutoZone, Used car, Freight transport, with strongest over-indexing on AutoZone (2.12× the country average).

Demographically, the Pickup truck audience skews more male with an average age of 39.1, and over-indexes on personality traits such as Price Sensitivity, Quality Awareness.

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

The typical Pickup truck fan in United States is more male, around 39.1 years old, with strong Price Sensitivity tendencies and a notable affinity for AutoZone.

Category: Cars & Mobility · Type: Topic

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 Pickup truck profile in United States.

Audience size
13.2M
in United States
Gender
28.9%♀
71.1% male
Age
39.1
average years
Country rank
#2696
Topic in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Pickup truck fans

28.9% are female, 71.1% are male, average age 39.1.

Fig. 02

Gender split

28.9%
Female
71.1%
Male
Demographic split for Pickup truck audience in United States
MetricValue
Female28.9%
Male71.1%
Average age39.1
Estimated audience size13,174,554
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Pickup truck audience in United States
Age bracketShare%
16-1921%
20-2919%
30-3919%
40-4920%
50+21%
Fig. 04

Worldwide distribution

23.6%

of the worldwide Pickup truck audience comes from United States.

Worldwide audience distribution share by country for Pickup truck
CountryShare
United States23.6%
Italy4.5%
Germany4.4%
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 Pickup truck audience in United States is strongest.

Fig. 05

Top regions by affinity

Pickup truck fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~500K1.42×
02Illinois~600K1.32×
03New York~900K1.26×
04Mississippi~100K1.23×
05Maryland~300K1.21×
06Georgia~500K1.19×
07Pennsylvania~500K1.17×
08Connecticut~200K1.17×
09North Dakota~30K1.16×
10Florida~1M1.14×
11Delaware~40K1.14×
12Minnesota~200K1.11×
13Virginia~300K1.08×
14Rhode Island~40K1.05×
15Texas~1M1.04×
16North Carolina~400K1.04×
17South Carolina~200K1.03×
18South Dakota~30K1.03×
19Massachusetts~300K1.02×
20Indiana~200K1.02×
21Alabama~200K1.01×
22Louisiana~200K1.01×
23Nebraska~70K1.01×
24Vermont~20K1.01×
25California~1.5M1.00×
26Michigan~300K1.00×
27Arkansas~100K1.00×
28Ohio~400K0.99×
29Kansas~100K0.97×
30West Virginia~60K0.97×
31Wisconsin~200K0.96×
32Tennessee~300K0.95×
33New Hampshire~50K0.95×
34Kentucky~200K0.94×
35Washington, District of Columbia~40K0.94×
36Missouri~200K0.93×
37Oklahoma~100K0.93×
38Maine~40K0.92×
39Nevada~100K0.91×
40Alaska~20K0.89×
41Washington~200K0.88×
42Iowa~100K0.88×
43Hawaii~50K0.86×
44Idaho~60K0.85×
45Oregon~100K0.84×
46Arizona~200K0.83×
47New Mexico~50K0.82×
48Montana~30K0.81×
49Utah~90K0.80×
50Colorado~200K0.73×
Fig. 06

Affinity by region

Affinity by region — Pickup truck, United States
0.73×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pickup truck audience
#·InterestCategoryAffinity×
01AutotraderCars & Mobility2.65×
02O'Reilly Auto PartsCars & Mobility2.41×
03Commercial vehicleCars & Mobility2.20×
04All-terrain vehicleCars & Mobility2.18×
05CarGurusCars & Mobility2.14×
06Used carCars & Mobility2.13×
07AutoZoneCars & Mobility2.12×
08CarMaxCars & Mobility2.11×
09Used CarsCars & Mobility2.04×
10Freight transportCars & Mobility2.02×
11TractorCars & Mobility2.01×
12Enterprise Rent-A-CarCars & Mobility1.99×
13General MotorsCars & Mobility1.91×
14Hand toolHome & Garden1.81×
15Power toolHome & Garden1.78×
16TireCars & Mobility1.76×
17RoadTravel & Leisure1.68×
18TrucksCars & Mobility1.68×
19WheelCars & Mobility1.67×
20SUVsCars & Mobility1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pickup truck 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 Pickup truck audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.19×
Quality AwarenessPREMIUM1.12×
PatriotismCONSERVATISM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pickup truck audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.72×
SustainabilityBALANCE0.77×
Design AffinityPREMIUM0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Pickup truck have in United States?

Pickup truck has an estimated audience of 13,174,554 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Pickup truck fans?

28.9% of Pickup truck fans are female, 71.1% are male, with an average age of 39.1 years.

03

Which brands do Pickup truck fans like most?

Pickup truck fans show strongest brand affinity for AutoZone (2.12×), Used car (2.13×), and Freight transport (2.02×) over the country average.

04

Where do Pickup truck fans live in United States?

Pickup truck fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Pickup truck fans also like?

Beyond Pickup truck itself, the audience over-indexes on Used car (2.13×), Freight transport (2.02×), O'Reilly Auto Parts (2.41×), and SUVs (1.58×) compared to the United States average.

Appendix

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

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See Pickup truck audiences in other countries

How to read this data

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