Rascasse Audience Intelligence

United Airlines Target Market in United States

A data profile of the people who buy, follow and care about United Airlines in United States — modelled from more than twelve digital signal sources. United Airlines has an estimated audience of 37,371,583 people in United States.

#2among Airline in United States#69among Brand in United States#50in Travel & Leisure

The average United Airlines fan in United States is 42.8 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, New Jersey.

Top brand affinities include 7-Eleven, Dallas Mavericks, Portland Trail Blazers, with strongest over-indexing on 7-Eleven (6.38× the country average).

Demographically, the United Airlines audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Quality Awareness, Travelling.

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

The typical United Airlines fan in United States is balanced, around 42.8 years old, with strong Quality Awareness tendencies and a notable affinity for 7-Eleven.

Category: Travel & Leisure · Type: Brand · Subtype: Airline

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 United Airlines profile in United States.

Audience size
37.4M
in United States
Gender
49.3%♀
50.7% male
Age
42.8
average years
Country rank
#641
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of United Airlines

49.3% are female, 50.7% are male, average age 42.8.

Fig. 02

Gender split

49.3%
Female
50.7%
Male
Demographic split for United Airlines audience in United States
MetricValue
Female49.3%
Male50.7%
Average age42.8
Estimated audience size37,371,583
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the United Airlines audience in United States
Age bracketShare%
16-1913%
20-2916%
30-3919%
40-4925%
50+27%
Fig. 04

Worldwide distribution

69.0%

of the worldwide United Airlines audience comes from United States.

Worldwide audience distribution share by country for United Airlines
CountryShare
United States69.0%
China3.4%
Canada2.3%
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 United Airlines audience in United States is strongest.

Fig. 05

Top regions by affinity

United Airlines customers by region in United States
#RegionReachAffinity×
01Colorado~1.5M2.66×
02Hawaii~400K2.64×
03New Jersey~2.5M2.60×
04Wyoming~100K2.26×
05Montana~200K1.82×
06Illinois~2M1.69×
07Washington, District of Columbia~200K1.45×
08Virginia~1M1.26×
09South Dakota~100K1.23×
10California~5M1.22×
11North Dakota~90K1.19×
12Nevada~400K1.16×
13Nebraska~200K1.16×
14Texas~3.5M1.15×
15Idaho~200K1.09×
16Maryland~700K1.07×
17Vermont~70K1.07×
18Oregon~400K1.01×
19Wisconsin~600K0.98×
20New Mexico~200K0.97×
21Florida~2.5M0.94×
22Alaska~80K0.94×
23Iowa~300K0.93×
24New York~2M0.91×
25Arizona~700K0.86×
26Louisiana~400K0.84×
27Kansas~200K0.84×
28Ohio~900K0.81×
29Maine~100K0.79×
30Pennsylvania~1M0.77×
31Missouri~500K0.75×
32Washington~500K0.71×
33Massachusetts~500K0.71×
34Indiana~500K0.69×
35Connecticut~300K0.69×
36Utah~200K0.66×
37Tennessee~500K0.65×
38South Carolina~400K0.64×
39Oklahoma~300K0.64×
40Arkansas~200K0.63×
41North Carolina~700K0.61×
42New Hampshire~90K0.59×
43Rhode Island~70K0.58×
44Minnesota~300K0.57×
45Michigan~500K0.55×
46Mississippi~200K0.53×
47Kentucky~200K0.51×
48Alabama~300K0.48×
49Georgia~500K0.47×
50West Virginia~80K0.47×
Fig. 06

Affinity by region

Affinity by region — United Airlines, United States
0.47×1.00×2.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for United Airlines audience
#·InterestCategoryAffinity×
01Malaysia AirlinesTravel & Leisure14.62×
02Dallas (1978 TV series)Movies & TV7.73×
03University of North TexasBusiness & Career7.31×
04Texas Christian UniversityBusiness & Career7.20×
05Six Flags Over TexasTravel & Leisure6.88×
06University of OklahomaBusiness & Career6.61×
07Arlington, TexasTravel & Leisure6.43×
087-ElevenShopping6.38×
09Portland Trail BlazersSports5.98×
10Dallas MavericksSports5.96×
11MonterreyTravel & Leisure5.73×
12Cooper FlaggSports5.44×
13Fort Worth, TexasTravel & Leisure5.16×
14FlightAwareTravel & Leisure5.02×
15Miami HeatSports4.46×
16TelemundoMovies & TV4.20×
17San AntonioTravel & Leisure4.15×
18ClevelandTravel & Leisure3.90×
19BaltimoreTravel & Leisure3.69×
20Major League SoccerSports3.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the United Airlines 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 United Airlines audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.28×
TravellingTHRILL1.13×
Family OrientationCONSERVATISM1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by United Airlines audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.92×
Early Adopter MentalityPOWER0.97×
IndulgenceJOY0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is United Airlines's target market in United States?

United Airlines's target market in United States covers an estimated 37,371,583 people, concentrated in California and Texas.

02

What is the gender split and age of United Airlines customers?

49.3% of the United Airlines audience are female, 50.7% are male, with an average age of 42.8 years.

03

Which brands do United Airlines fans like most?

United Airlines fans show strongest brand affinity for 7-Eleven (6.38×), Dallas Mavericks (5.96×), and Portland Trail Blazers (5.98×) over the country average.

04

Where do United Airlines fans live in United States?

United Airlines fans in United States are most concentrated in California (reach ~5M), Texas (reach ~3.5M), and New Jersey (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do United Airlines fans also like?

Beyond United Airlines itself, the audience over-indexes on Dallas Mavericks (5.96×), Portland Trail Blazers (5.98×), Cooper Flagg (5.44×), and Miami Heat (4.46×) compared to the United States average.

Appendix

Explore more audiences

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

More Airline audiences in United States

See United Airlines audiences in other countries

How to read this data

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