Rascasse Audience Intelligence

Toyota Highlander Audience in United States

A data profile of the people who buy, follow and care about Toyota Highlander in United States — modelled from more than twelve digital signal sources. Toyota Highlander has an estimated audience of 5,081,702 people in United States.

#40among Car type in United States#16among Car Model in United States#255in Cars & Mobility

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 Need for Security, Patriotism.

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

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

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 Toyota Highlander profile in United States.

Audience size
5.1M
in United States
Gender
33.6%♀
66.4% male
Age
41.9
average years
Country rank
#6603
Car Model 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 Toyota Highlander fans

33.6% are female, 66.4% are male, average age 41.9.

Fig. 02

Gender split

33.6%
Female
66.4%
Male
Demographic split for Toyota Highlander audience in United States
MetricValue
Female33.6%
Male66.4%
Average age41.9
Estimated audience size5,081,702
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Toyota Highlander audience in United States
Age bracketShare%
16-1915%
20-2916%
30-3920%
40-4922%
50+27%
Fig. 04

Worldwide distribution

50.4%

of the worldwide Toyota Highlander audience comes from United States.

Worldwide audience distribution share by country for Toyota Highlander
CountryShare
United States50.4%
Canada6.8%
Mexico2.7%
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 Toyota Highlander audience in United States is strongest.

Fig. 05

Top regions by affinity

Toyota Highlander fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~10K1.45×
02West Virginia~30K1.41×
03North Dakota~10K1.37×
04Kentucky~80K1.17×
05Alaska~10K1.13×
06Alabama~80K1.12×
07Tennessee~100K1.09×
08Oklahoma~60K1.08×
09Mississippi~50K1.07×
10Arkansas~50K1.07×
11Nebraska~30K1.06×
12Oregon~60K1.04×
13Maryland~90K1.03×
14Minnesota~80K1.03×
15Louisiana~70K1.03×
16Connecticut~50K1.03×
17Pennsylvania~200K1.02×
18Indiana~100K1.02×
19Iowa~40K1.02×
20Kansas~40K1.02×
21Maine~20K1.02×
22South Dakota~10K1.02×
23New Jersey~100K1.01×
24Virginia~100K1.01×
25Georgia~200K1.00×
26Massachusetts~100K1.00×
27Missouri~80K0.99×
28Idaho~30K0.99×
29Rhode Island~20K0.99×
30New Hampshire~20K0.98×
31Montana~10K0.98×
32Delaware~10K0.98×
33Illinois~200K0.97×
34North Carolina~200K0.97×
35New York~300K0.96×
36Wisconsin~80K0.96×
37Washington~100K0.95×
38Florida~300K0.94×
39Texas~400K0.92×
40South Carolina~70K0.92×
41Arizona~90K0.89×
42Utah~40K0.89×
43California~500K0.87×
44Ohio~100K0.87×
45Nevada~40K0.85×
46Colorado~70K0.84×
47New Mexico~20K0.82×
48Hawaii~20K0.80×
49Michigan~100K0.78×
50Washington, District of Columbia~10K0.74×
Fig. 06

Affinity by region

Affinity by region — Toyota Highlander, United States
0.74×1.00×1.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Toyota Highlander audience
#·InterestCategoryAffinity×
01RosendahlTravel & Leisure84.00×
02Oceano (band)Music & Radio51.17×
03Enterprise Car SalesCars & Mobility22.71×
04Acura RDXCars & Mobility22.07×
05Kia SoulCars & Mobility20.82×
06Honda PilotCars & Mobility20.57×
07Mazda CX-5Cars & Mobility19.12×
08Kia SorentoCars & Mobility17.69×
09Acura MDXCars & Mobility17.28×
10Toyota SiennaCars & Mobility17.24×
11Ford EscapeCars & Mobility17.05×
12Toyota RAV4Cars & Mobility15.14×
13Honda CR-VCars & Mobility14.96×
14Toyota SequoiaCars & Mobility14.59×
15Ford ExplorerCars & Mobility13.37×
16Toyota 4RunnerCars & Mobility12.41×
17Toyota CamryCars & Mobility10.49×
18Toyota CorollaCars & Mobility10.11×
19Front-wheel driveCars & Mobility8.96×
20Full-size carCars & Mobility8.06×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Toyota Highlander 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 Toyota Highlander audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.30×
PatriotismCONSERVATISM1.94×
Family OrientationCONSERVATISM1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Toyota Highlander audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.86×
ExtroversionTHRILL0.90×
Early Adopter MentalityPOWER0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Toyota Highlander have in United States?

Toyota Highlander has an estimated audience of 5,081,702 people in United States, concentrated in California and Texas.

02

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.

03

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.

04

Where do Toyota Highlander fans live in United States?

Toyota Highlander fans in United States are most concentrated in California (reach ~500K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

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.

Appendix

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

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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.

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