Rascasse Audience Intelligence

Toyota Hilux Audience in United States

A data profile of the people who buy, follow and care about Toyota Hilux in United States — modelled from more than twelve digital signal sources. Toyota Hilux has an estimated audience of 3,006,291 people in United States.

#59among Car type in United States#36among Car Model in United States#348in Cars & Mobility

The average Toyota Hilux fan in United States is 39.3 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Toyota Land Cruiser, Honda City, Initial D, with strongest over-indexing on Toyota Land Cruiser (64.99× the country average).

Demographically, the Toyota Hilux audience skews more male with an average age of 39.3, and over-indexes on personality traits such as Family Orientation, Patriotism.

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

The typical Toyota Hilux fan in United States is more male, around 39.3 years old, with strong Family Orientation tendencies and a notable affinity for Toyota Land Cruiser.

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 Hilux profile in United States.

Audience size
3M
in United States
Gender
23.6%♀
76.4% male
Age
39.3
average years
Country rank
#10285
Car Model in United States
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Toyota Hilux fans

23.6% are female, 76.4% are male, average age 39.3.

Fig. 02

Gender split

23.6%
Female
76.4%
Male
Demographic split for Toyota Hilux audience in United States
MetricValue
Female23.6%
Male76.4%
Average age39.3
Estimated audience size3,006,291
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Toyota Hilux audience in United States
Age bracketShare%
16-1922%
20-2917%
30-3918%
40-4919%
50+23%
Fig. 04

Worldwide distribution

11.6%

of the worldwide Toyota Hilux audience comes from United States.

Worldwide audience distribution share by country for Toyota Hilux
CountryShare
United States11.6%
Brazil11.0%
Australia5.5%
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 Hilux audience in United States is strongest.

Fig. 05

Top regions by affinity

Toyota Hilux fans by region: top regions in United States
#RegionReachAffinity×
01Utah~40K1.40×
02Alaska~9K1.38×
03Hawaii~20K1.31×
04Montana~10K1.31×
05Idaho~20K1.29×
06Colorado~60K1.20×
07Wyoming~5K1.18×
08Tennessee~70K1.16×
09Oklahoma~40K1.15×
10Arkansas~30K1.15×
11Washington~70K1.14×
12Texas~300K1.12×
13Oregon~40K1.12×
14New Hampshire~10K1.10×
15Alabama~40K1.06×
16Kansas~20K1.05×
17West Virginia~10K1.05×
18North Dakota~6K1.05×
19Arizona~60K1.04×
20Louisiana~40K1.04×
21Kentucky~40K1.04×
22North Carolina~90K1.03×
23California~300K1.00×
24Virginia~70K1.00×
25Nebraska~10K1.00×
26Georgia~90K0.99×
27New Mexico~10K0.99×
28Maine~10K0.99×
29Nevada~30K0.98×
30South Dakota~7K0.98×
31Florida~200K0.96×
32South Carolina~40K0.96×
33Mississippi~20K0.95×
34Missouri~40K0.94×
35Indiana~50K0.92×
36Iowa~20K0.91×
37Maryland~40K0.88×
38Minnesota~40K0.88×
39Connecticut~30K0.87×
40Wisconsin~40K0.84×
41Rhode Island~8K0.84×
42Massachusetts~50K0.83×
43Ohio~70K0.80×
44Pennsylvania~80K0.79×
45New Jersey~60K0.77×
46Michigan~60K0.76×
47Illinois~70K0.75×
48Washington, District of Columbia~6K0.73×
49New York~100K0.72×
50Delaware~6K0.70×
Fig. 06

Affinity by region

Affinity by region — Toyota Hilux, United States
0.70×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Toyota Hilux audience
#·InterestCategoryAffinity×
01Toyota Land CruiserCars & Mobility64.99×
02Modified CarsCars & Mobility50.81×
03Suzuki JimnyCars & Mobility47.66×
04Initial DLiterature47.48×
05Honda CityCars & Mobility44.12×
06Toyota FortunerCars & Mobility31.69×
07Dakar RallySports28.48×
08Family carCars & Mobility12.22×
09Side by Side (UTV)Cars & Mobility12.15×
10Off-road racingCars & Mobility11.88×
11OverlandingTravel & Leisure11.83×
12Off-road vehicleCars & Mobility11.15×
13WaterfowlPets & Animals10.40×
14MinivansCars & Mobility9.39×
15Car classificationCars & Mobility9.21×
16HybridsCars & Mobility7.65×
17Turkey huntingSports6.92×
18All-terrain vehicleCars & Mobility6.46×
19Used CarsCars & Mobility6.36×
20WheelCars & Mobility4.66×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Toyota Hilux 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 Hilux audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.66×
PatriotismCONSERVATISM2.29×
Risk AppetiteTHRILL1.97×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Toyota Hilux audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.80×
SpiritualityBALANCE0.81×
Community OrientationOPEN0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Toyota Hilux have in United States?

Toyota Hilux has an estimated audience of 3,006,291 people in United States, concentrated in California and Texas.

02

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

23.6% of Toyota Hilux fans are female, 76.4% are male, with an average age of 39.3 years.

03

Which brands do Toyota Hilux fans like most?

Toyota Hilux fans show strongest brand affinity for Toyota Land Cruiser (64.99×), Honda City (44.12×), and Initial D (47.48×) over the country average.

04

Where do Toyota Hilux fans live in United States?

Toyota Hilux fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Toyota Hilux fans also like?

Beyond Toyota Hilux itself, the audience over-indexes on Honda City (44.12×), Initial D (47.48×), Suzuki Jimny (47.66×), and Waterfowl (10.4×) compared to the United States average.

Appendix

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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 Hilux. 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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