Toyota Highlander Audience in United States

Toyota Highlander logo

Toyota Highlander has an estimated audience of 5,198,918 people in United States. 33.6% are female, 66.4% are male, average age 41.9. Top regions: California, Texas, Florida. Top brand affinities: Honda Pilot, Toyota RAV4, Mazda CX-5, Honda CR-V, Rosendahl.

The average Toyota Highlander fan in United States is 41.9 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Honda Pilot, Toyota RAV4, Mazda CX-5, with strongest over-indexing on Honda Pilot (20.57× the country average). Demographically, the Toyota Highlander audience skews more male with an average age of 41.9, and over-indexes on personality traits such as Family Orientation, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Toyota Highlander fans

Demographic split for Toyota Highlander audience in United States
MetricValue
Female33.6%
Male66.4%
Average age41.9
Estimated audience size5,198,918

Audience persona

The typical Toyota Highlander fan in United States is more male, around 41.9 years old, with strong Family Orientation tendencies and a notable affinity for Honda Pilot.

Top regions in United States

Top regions ranked by reach for Toyota Highlander in United States
RegionReachAffinity
California528,2370.92×
Texas424,9740.95×
Florida334,6110.95×
New York293,6611.01×
Pennsylvania186,4241.06×
Illinois171,5060.99×
Georgia157,0470.98×
North Carolina153,7390.98×
Ohio134,3630.84×
New Jersey133,2641.01×
Virginia126,2921×
Tennessee116,0061.11×
Washington104,0311×
Massachusetts102,4331×
Michigan102,0880.75×
Arizona94,8830.89×
Indiana94,7691×
Maryland90,7631.02×
Missouri80,2480.96×
Alabama77,0501.06×
Kentucky75,1721.15×
Minnesota71,1240.95×
Wisconsin70,8000.91×
South Carolina69,8370.89×
Colorado68,6120.84×
Louisiana66,9111×
Oregon66,0971.11×
Oklahoma60,3181.04×
Connecticut52,7771.01×
Arkansas43,9731.03×
Nevada43,8580.87×
Mississippi43,3111.01×
Utah42,0140.9×
Iowa40,1550.94×
Kansas39,3890.96×
West Virginia35,2801.46×
Nebraska27,3151.05×
Idaho25,0100.96×
New Mexico21,7380.83×
New Hampshire19,9180.97×
Maine18,8911.01×
Hawaii18,7570.84×
Rhode Island16,4921×
North Dakota15,3441.44×
Montana14,2090.99×
Vermont14,1301.55×
Delaware13,8380.96×
Alaska12,6251.14×
South Dakota12,1381.01×
Washington, District of Columbia11,3360.73×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Toyota Highlander audience
BrandAffinityCategory
Honda Pilot20.57×Cars & Mobility
Toyota RAV415.14×Cars & Mobility
Mazda CX-519.12×Cars & Mobility
Honda CR-V14.96×Cars & Mobility
Rosendahl84×Travel & Leisure
Enterprise Car Sales22.71×Cars & Mobility
Toyota Sienna17.24×Cars & Mobility
Acura MDX17.28×Cars & Mobility
Kia Soul20.82×Cars & Mobility
Full-size car8.06×Cars & Mobility
Toyota 4Runner12.41×Cars & Mobility
Ford Explorer13.37×Cars & Mobility
Kia Sorento17.69×Cars & Mobility
Toyota Camry10.49×Cars & Mobility
Ford Escape17.05×Cars & Mobility
Oceano (band)51.17×Music & Radio
Front-wheel drive8.96×Cars & Mobility
Toyota Sequoia14.59×Cars & Mobility
Acura RDX22.07×Cars & Mobility
Toyota Corolla10.11×Cars & Mobility

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Toyota Highlander audience
TraitClusterScore
Family OrientationCONSERVATISM1.47
Quality AwarenessPREMIUM1.44
Need for SecurityCONSERVATISM1.14
Price SensitivityPREMIUM1.07
Career OrientationPOWER1.04
Convenience OrientationPREMIUM1

Worldwide distribution

Worldwide audience distribution share by country for Toyota Highlander
CountryShare
United States51.2%
Canada6.7%
Mexico2.5%

See Toyota Highlander audiences in other countries

More Car type audiences in United States

Frequently asked questions

How many fans does Toyota Highlander have in United States?

Toyota Highlander has an estimated audience of 5,198,918 people in United States, concentrated in California and Texas.

What is the gender split and age of Toyota Highlander fans?

33.6% of Toyota Highlander fans are female, 66.4% are male, with an average age of 41.9 years.

Which brands do Toyota Highlander fans like most?

Toyota Highlander fans show strongest brand affinity for Honda Pilot (20.57×), Toyota RAV4 (15.14×), and Mazda CX-5 (19.12×) over the country average.

Where do Toyota Highlander fans live in United States?

Toyota Highlander fans in United States are most concentrated in California (reach 528,237), Texas (reach 424,974), and Florida (reach 334,611). These three regions account for the largest share of the active audience.

What other brands do Toyota Highlander fans also like?

Beyond Toyota Highlander itself, the audience over-indexes on Toyota RAV4 (15.14×), Mazda CX-5 (19.12×), Honda CR-V (14.96×), and Rosendahl (84×) compared to the United States average.

How to read this data

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