Rascasse Audience Intelligence

Toyota Prius Audience in United States

A data profile of the people who buy, follow and care about Toyota Prius in United States — modelled from more than twelve digital signal sources. Toyota Prius has an estimated audience of 2,431,208 people in United States.

#77among Car type in United States#52among Car Model in United States#404in Cars & Mobility

The average Toyota Prius fan in United States is 37.0 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include MapQuest, Banshee (comics), AutoZone, with strongest over-indexing on MapQuest (48.71× the country average).

Demographically, the Toyota Prius audience skews more male with an average age of 37.0, 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 Prius fan in United States is more male, around 37.0 years old, with strong Need for Security tendencies and a notable affinity for MapQuest.

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 Prius profile in United States.

Audience size
2.4M
in United States
Gender
36.7%♀
63.3% male
Age
37.0
average years
Country rank
#12170
Car Model in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Toyota Prius fans

36.7% are female, 63.3% are male, average age 37.0.

Fig. 02

Gender split

36.7%
Female
63.3%
Male
Demographic split for Toyota Prius audience in United States
MetricValue
Female36.7%
Male63.3%
Average age37.0
Estimated audience size2,431,208
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Toyota Prius audience in United States
Age bracketShare%
16-1924%
20-2922%
30-3920%
40-4917%
50+17%
Fig. 04

Worldwide distribution

25.8%

of the worldwide Toyota Prius audience comes from United States.

Worldwide audience distribution share by country for Toyota Prius
CountryShare
United States25.8%
United Kingdom5.7%
Germany4.2%
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 Prius audience in United States is strongest.

Fig. 05

Top regions by affinity

Toyota Prius fans by region: top regions in United States
#RegionReachAffinity×
01North Dakota~10K2.29×
02Vermont~10K2.27×
03West Virginia~20K1.73×
04Alaska~8K1.62×
05Oregon~40K1.48×
06California~400K1.42×
07South Dakota~7K1.29×
08Washington~60K1.23×
09Hawaii~10K1.23×
10Montana~7K1.10×
11Arizona~50K1.07×
12Idaho~10K1.03×
13Delaware~7K1.03×
14Pennsylvania~80K1.01×
15Maine~9K1.01×
16Virginia~60K0.99×
17Rhode Island~8K0.99×
18Illinois~80K0.98×
19Oklahoma~30K0.98×
20Kentucky~30K0.97×
21Utah~20K0.96×
22New Hampshire~9K0.96×
23Connecticut~20K0.94×
24Maryland~40K0.93×
25Nevada~20K0.93×
26New Mexico~10K0.93×
27New York~100K0.92×
28Texas~200K0.90×
29New Jersey~50K0.89×
30Massachusetts~40K0.89×
31Kansas~20K0.89×
32Missouri~30K0.88×
33Arkansas~20K0.88×
34Nebraska~10K0.86×
35Florida~100K0.85×
36Tennessee~40K0.85×
37Indiana~40K0.85×
38North Carolina~60K0.84×
39Minnesota~30K0.84×
40Washington, District of Columbia~6K0.83×
41Georgia~60K0.82×
42Iowa~20K0.81×
43Ohio~60K0.77×
44Colorado~30K0.77×
45Mississippi~20K0.77×
46Wisconsin~30K0.76×
47Alabama~20K0.74×
48Michigan~40K0.71×
49South Carolina~20K0.68×
50Louisiana~20K0.67×
Fig. 06

Affinity by region

Affinity by region — Toyota Prius, United States
0.67×1.00×2.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Toyota Prius audience
#·InterestCategoryAffinity×
01MapQuestInternet & Social Media48.71×
02Harry MorganMovies & TV18.44×
03Banshee (comics)Literature14.28×
04Hybrid electric vehicleCars & Mobility8.11×
05Jerry LewisMovies & TV7.79×
06Plug-in hybridCars & Mobility7.00×
07Tim HortonSports6.86×
08HatchbackCars & Mobility5.42×
09O'Reilly Auto PartsCars & Mobility3.47×
10Advance Auto PartsCars & Mobility3.42×
11AutoZoneCars & Mobility3.32×
12Used carCars & Mobility2.65×
13The UPS StoreShopping2.40×
14Google MapsInternet & Social Media2.11×
15RedditInternet & Social Media2.10×
16Video gamesGames1.90×
17Online shoppingShopping1.75×
18BusinessBusiness & Career1.66×
19FamilyKids & Family1.56×
20PhotographyArts & Culture1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Toyota Prius 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 Prius audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.87×
PatriotismCONSERVATISM1.54×
Family OrientationCONSERVATISM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Toyota Prius audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.69×
Design AffinityPREMIUM0.71×
MindfulnessBALANCE0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Toyota Prius have in United States?

Toyota Prius has an estimated audience of 2,431,208 people in United States, concentrated in California and Texas.

02

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

36.7% of Toyota Prius fans are female, 63.3% are male, with an average age of 37.0 years.

03

Which brands do Toyota Prius fans like most?

Toyota Prius fans show strongest brand affinity for MapQuest (48.71×), Banshee (comics) (14.28×), and AutoZone (3.32×) over the country average.

04

Where do Toyota Prius fans live in United States?

Toyota Prius fans in United States are most concentrated in California (reach ~400K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Toyota Prius fans also like?

Beyond Toyota Prius itself, the audience over-indexes on Banshee (comics) (14.28×), AutoZone (3.32×), Tim Horton (6.86×), and Online shopping (1.75×) 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 Prius. 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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