Rascasse Audience Intelligence

Uber Target Market in United States

A data profile of the people who buy, follow and care about Uber in United States — modelled from more than twelve digital signal sources. Uber has an estimated audience of 15,838,144 people in United States.

#2among Car rental / sharing in United States#209among Brand in United States#74in Cars & Mobility

The average Uber fan in United States is 38.6 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Google Maps, Lyft, Enterprise Rent-A-Car, with strongest over-indexing on Google Maps (4.43× the country average).

Demographically, the Uber audience skews balanced with an average age of 38.6, and over-indexes on personality traits such as Urban Lifestyle, Career Orientation.

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

The typical Uber fan in United States is balanced, around 38.6 years old, with strong Urban Lifestyle tendencies and a notable affinity for Google Maps.

Category: Cars & Mobility · Type: Brand · Subtype: Car rental / sharing

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 Uber profile in United States.

Audience size
15.8M
in United States
Gender
45.1%♀
54.9% male
Age
38.6
average years
Country rank
#2194
Brand in United States
Fig. 01

Search interest · 12-month trend

+46%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Uber

45.1% are female, 54.9% are male, average age 38.6.

Fig. 02

Gender split

45.1%
Female
54.9%
Male
Demographic split for Uber audience in United States
MetricValue
Female45.1%
Male54.9%
Average age38.6
Estimated audience size15,838,144
Fig. 03

Age distribution

Ø 38.6
average years
Age distribution of the Uber audience in United States
Age bracketShare%
16-1920%
20-2920%
30-3921%
40-4921%
50+17%
Fig. 04

Worldwide distribution

24.3%

of the worldwide Uber audience comes from United States.

Worldwide audience distribution share by country for Uber
CountryShare
United States24.3%
Brazil11.9%
United Kingdom7.0%
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 Uber audience in United States is strongest.

Fig. 05

Top regions by affinity

Uber customers by region in United States
#RegionReachAffinity×
01Nevada~200K1.72×
02Washington, District of Columbia~70K1.68×
03Florida~1.5M1.52×
04New York~1M1.40×
05Hawaii~90K1.39×
06Georgia~600K1.37×
07Massachusetts~400K1.31×
08Illinois~600K1.28×
09Maryland~300K1.28×
10Louisiana~200K1.24×
11Texas~1.5M1.22×
12Connecticut~200K1.19×
13South Carolina~300K1.18×
14New Jersey~400K1.16×
15Rhode Island~50K1.15×
16Tennessee~300K1.12×
17Pennsylvania~500K1.11×
18Missouri~300K1.10×
19California~2M1.09×
20Virginia~400K1.09×
21Arizona~300K1.07×
22Colorado~200K1.03×
23North Carolina~500K1.02×
24Oklahoma~200K1.00×
25Indiana~300K0.96×
26Delaware~40K0.96×
27Alabama~200K0.93×
28Ohio~400K0.92×
29Mississippi~100K0.91×
30Arkansas~100K0.90×
31Michigan~300K0.89×
32Washington~300K0.89×
33Utah~100K0.87×
34Kansas~100K0.87×
35Alaska~30K0.87×
36Oregon~100K0.85×
37Kentucky~200K0.83×
38New Mexico~60K0.83×
39Wisconsin~200K0.82×
40Minnesota~200K0.82×
41New Hampshire~50K0.80×
42Nebraska~60K0.78×
43Idaho~60K0.78×
44Maine~40K0.70×
45Montana~30K0.69×
46West Virginia~50K0.67×
47Iowa~80K0.66×
48North Dakota~20K0.64×
49Vermont~10K0.55×
50South Dakota~10K0.42×
Fig. 06

Affinity by region

Affinity by region — Uber, United States
0.42×1.00×1.72×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Uber audience
#·InterestCategoryAffinity×
01LyftCars & Mobility13.86×
02CarsharingCars & Mobility8.43×
03WazeInternet & Social Media6.94×
04Google MapsInternet & Social Media4.43×
05Enterprise Rent-A-CarCars & Mobility4.05×
06Boost MobileTechnology & Electronics3.67×
07Verizon WirelessTechnology & Electronics3.35×
08Google DocsInternet & Social Media2.62×
09Instant messagingInternet & Social Media2.45×
10T-MobileTechnology & Electronics2.43×
11Google DriveTechnology & Electronics2.22×
12Facebook MessengerInternet & Social Media2.12×
13DoordashFood & Beverages2.02×
14FinanceBusiness & Career1.74×
15Indeed.comBusiness & Career1.73×
16United States Postal ServiceBusiness & Career1.70×
17Bank of AmericaBusiness & Career1.65×
18Wells FargoBusiness & Career1.64×
19EBayShopping1.57×
20Comedy moviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Uber 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 Uber audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN2.40×
Career OrientationPOWER1.71×
Need for SecurityCONSERVATISM1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Uber audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.81×
Pet OwnershipJOY0.83×
ExtroversionTHRILL0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Uber's target market in United States?

Uber's target market in United States covers an estimated 15,838,144 people, concentrated in California and Texas.

02

What is the gender split and age of Uber customers?

45.1% of the Uber audience are female, 54.9% are male, with an average age of 38.6 years.

03

Which brands do Uber fans like most?

Uber fans show strongest brand affinity for Google Maps (4.43×), Lyft (13.86×), and Enterprise Rent-A-Car (4.05×) over the country average.

04

Where do Uber fans live in United States?

Uber fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Uber fans also like?

Beyond Uber itself, the audience over-indexes on Lyft (13.86×), Enterprise Rent-A-Car (4.05×), Google Docs (2.62×), and T-Mobile (2.43×) compared to the United States average.

Appendix

Explore more audiences

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

More Car rental / sharing audiences in United States

See Uber audiences in other countries

How to read this data

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