Rascasse Audience Intelligence

southwest airlines Target Market in United States

A data profile of the people who buy, follow and care about southwest airlines in United States — modelled from more than twelve digital signal sources. southwest airlines has an estimated audience of 32,521,087 people in United States.

#3among Airline in United States#89among Brand in United States#65in Travel & Leisure

The average southwest airlines fan in United States is 43.8 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Spirit Airlines, Frontier Airlines, American Airlines, with strongest over-indexing on Spirit Airlines (9.45× the country average).

Demographically, the southwest airlines audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Travelling, Creativity.

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

The typical southwest airlines fan in United States is more female, around 43.8 years old, with strong Travelling tendencies and a notable affinity for Spirit Airlines.

Category: Travel & Leisure · Type: Brand · Subtype: Airline

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 southwest airlines profile in United States.

Audience size
32.5M
in United States
Gender
63.8%♀
36.2% male
Age
43.8
average years
Country rank
#812
Brand in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of southwest airlines

63.8% are female, 36.2% are male, average age 43.8.

Fig. 02

Gender split

63.8%
Female
36.2%
Male
Demographic split for southwest airlines audience in United States
MetricValue
Female63.8%
Male36.2%
Average age43.8
Estimated audience size32,521,087
Fig. 03

Age distribution

Ø 43.8
average years
Age distribution of the southwest airlines audience in United States
Age bracketShare%
16-1910%
20-2916%
30-3920%
40-4927%
50+28%
Fig. 04

Worldwide distribution

91.9%

of the worldwide southwest airlines audience comes from United States.

Worldwide audience distribution share by country for southwest airlines
CountryShare
United States91.9%
Puerto Rico1.2%
China0.6%
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 southwest airlines audience in United States is strongest.

Fig. 05

Top regions by affinity

southwest airlines customers by region in United States
#RegionReachAffinity×
01Nevada~900K2.76×
02New Mexico~400K2.57×
03Hawaii~300K2.37×
04Arizona~1.5M2.26×
05Missouri~1M1.97×
06Colorado~900K1.82×
07Texas~4.5M1.62×
08Kansas~400K1.51×
09Nebraska~200K1.50×
10Oklahoma~500K1.46×
11Idaho~200K1.38×
12Maryland~800K1.37×
13Tennessee~900K1.34×
14Illinois~1.5M1.31×
15Florida~2.5M1.20×
16Louisiana~500K1.19×
17Indiana~700K1.18×
18Rhode Island~100K1.12×
19Wisconsin~500K1.02×
20New Hampshire~100K0.98×
21California~3.5M0.95×
22Mississippi~200K0.91×
23Utah~300K0.88×
24Arkansas~200K0.85×
25Oregon~300K0.83×
26Ohio~800K0.81×
27Kentucky~300K0.78×
28Georgia~800K0.77×
29Alabama~300K0.76×
30Washington, District of Columbia~70K0.75×
31Delaware~70K0.74×
32Wyoming~30K0.69×
33Washington~400K0.67×
34Connecticut~200K0.67×
35Iowa~200K0.67×
36Maine~70K0.64×
37Montana~60K0.62×
38Pennsylvania~600K0.57×
39South Carolina~300K0.57×
40Virginia~400K0.55×
41New York~1M0.53×
42North Carolina~500K0.53×
43Minnesota~200K0.53×
44Massachusetts~300K0.52×
45Michigan~400K0.51×
46Vermont~30K0.45×
47West Virginia~60K0.39×
48Alaska~20K0.35×
49South Dakota~20K0.28×
50New Jersey~200K0.22×
Fig. 06

Affinity by region

Affinity by region — southwest airlines, United States
0.22×1.00×2.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for southwest airlines audience
#·InterestCategoryAffinity×
01Spirit AirlinesTravel & Leisure9.45×
02Orlando International AirportTravel & Leisure7.08×
03Frontier AirlinesTravel & Leisure6.91×
04AsphaltCars & Mobility5.16×
05Delta Air LinesTravel & Leisure4.06×
06Hostelling InternationalTravel & Leisure3.34×
07YelpInternet & Social Media3.19×
08Alaska AirlinesTravel & Leisure2.89×
09JetBlueTravel & Leisure2.75×
10United AirlinesTravel & Leisure2.53×
11American AirlinesTravel & Leisure2.25×
12AirlineTravel & Leisure2.09×
13AirportTravel & Leisure2.03×
14DayBusiness & Career1.71×
15WeekBusiness & Career1.68×
16Panda ExpressFood & Beverages1.67×
17Texas RoadhouseFood & Beverages1.61×
18Bank of AmericaBusiness & Career1.59×
19AirbnbTravel & Leisure1.52×
20Nordstrom rackFashion & Accessoires1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the southwest airlines 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 southwest airlines audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL1.39×
CreativityOPEN1.26×
Community OrientationOPEN1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by southwest airlines audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.94×
Early Adopter MentalityPOWER0.96×
SustainabilityBALANCE1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is southwest airlines's target market in United States?

southwest airlines's target market in United States covers an estimated 32,521,087 people, concentrated in Texas and California.

02

What is the gender split and age of southwest airlines customers?

63.8% of the southwest airlines audience are female, 36.2% are male, with an average age of 43.8 years.

03

Which brands do southwest airlines fans like most?

southwest airlines fans show strongest brand affinity for Spirit Airlines (9.45×), Frontier Airlines (6.91×), and American Airlines (2.25×) over the country average.

04

Where do southwest airlines fans live in United States?

southwest airlines fans in United States are most concentrated in Texas (reach ~4.5M), California (reach ~3.5M), and Florida (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do southwest airlines fans also like?

Beyond southwest airlines itself, the audience over-indexes on Frontier Airlines (6.91×), American Airlines (2.25×), United Airlines (2.53×), and Hostelling International (3.34×) compared to the United States average.

Appendix

Explore more audiences

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

More Airline audiences in United States

See southwest airlines audiences in other countries

How to read this data

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