Rascasse Audience Intelligence

Vespa Target Market in United States

A data profile of the people who buy, follow and care about Vespa in United States — modelled from more than twelve digital signal sources. Vespa has an estimated audience of 2,228,542 people in United States.

#8among Motorcycles in United States#1320among Brand in United States#445in Cars & Mobility

The average Vespa fan in United States is 36.2 years old, more male, and lives primarily in California.

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

Top brand affinities include Piaggio, Motorcycle sport, Scooters, with strongest over-indexing on Piaggio (83.69× the country average).

Demographically, the Vespa audience skews more male with an average age of 36.2, and over-indexes on personality traits such as Risk Appetite, Design Affinity.

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

The typical Vespa fan in United States is more male, around 36.2 years old, with strong Risk Appetite tendencies and a notable affinity for Piaggio.

Category: Cars & Mobility · Type: Brand · Subtype: Motorcycles

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 Vespa profile in United States.

Audience size
2.2M
in United States
Gender
18.8%♀
81.2% male
Age
36.2
average years
Country rank
#13054
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Vespa

18.8% are female, 81.2% are male, average age 36.2.

Fig. 02

Gender split

18.8%
Female
81.2%
Male
Demographic split for Vespa audience in United States
MetricValue
Female18.8%
Male81.2%
Average age36.2
Estimated audience size2,228,542
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the Vespa audience in United States
Age bracketShare%
16-1930%
20-2918%
30-3917%
40-4917%
50+17%
Fig. 04

Worldwide distribution

10.5%

of the worldwide Vespa audience comes from United States.

Worldwide audience distribution share by country for Vespa
CountryShare
United States10.5%
Italy10.0%
Germany9.8%
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 Vespa audience in United States is strongest.

Fig. 05

Top regions by affinity

Vespa customers by region in United States
#RegionReachAffinity×
01Vermont~30K6.71×
02New York~200K1.31×
03California~300K1.26×
04Washington~50K1.11×
05Oregon~30K1.10×
06Utah~20K1.09×
07Washington, District of Columbia~7K1.07×
08Arizona~50K1.05×
09Florida~200K1.04×
10New Jersey~60K1.04×
11Connecticut~20K1.04×
12Illinois~70K1.01×
13Hawaii~10K1.01×
14Rhode Island~7K0.99×
15Idaho~10K0.96×
16Texas~200K0.95×
17Massachusetts~40K0.95×
18Ohio~60K0.94×
19Colorado~30K0.94×
20Maine~7K0.94×
21Oklahoma~20K0.92×
22Pennsylvania~70K0.91×
23Nebraska~10K0.91×
24South Carolina~30K0.88×
25New Hampshire~8K0.88×
26Alaska~4K0.88×
27Virginia~50K0.86×
28New Mexico~10K0.86×
29Kansas~10K0.84×
30Montana~5K0.84×
31Nevada~20K0.83×
32Minnesota~30K0.82×
33North Dakota~4K0.81×
34Georgia~50K0.80×
35West Virginia~8K0.80×
36Michigan~50K0.79×
37Maryland~30K0.78×
38Louisiana~20K0.78×
39South Dakota~4K0.77×
40Missouri~30K0.76×
41Iowa~10K0.76×
42Tennessee~30K0.75×
43North Carolina~50K0.74×
44Indiana~30K0.74×
45Wisconsin~20K0.74×
46Delaware~5K0.74×
47Kentucky~20K0.73×
48Arkansas~10K0.73×
49Alabama~20K0.69×
50Mississippi~10K0.64×
Fig. 06

Affinity by region

Affinity by region — Vespa, United States
0.64×1.00×6.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vespa audience
#·InterestCategoryAffinity×
01PiaggioCars & Mobility83.69×
02Beta (motorcycle manufacturer)Cars & Mobility34.96×
03Norton Motorcycle CompanyCars & Mobility21.80×
04Enduro motorcycleSports11.11×
05SuzukiCars & Mobility8.35×
06Touring motorcycleCars & Mobility7.70×
07Motorcycle helmetCars & Mobility7.45×
08Motorcycle sportSports7.14×
09Motorcycle accessoriesCars & Mobility6.19×
10Indian (motorcycle)Cars & Mobility6.07×
11ScootersCars & Mobility6.01×
12Motorcycle clubCars & Mobility5.61×
13MotorcyclingCars & Mobility4.83×
14Sport bikeCars & Mobility4.57×
15Motorcycle racingCars & Mobility3.81×
16RoadTravel & Leisure2.78×
17VideoMovies & TV2.02×
18ShoesFashion & Accessoires1.97×
19BeautyBeauty & Wellness1.75×
20ComputersTechnology & Electronics1.67×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vespa 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 Vespa audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.19×
Design AffinityPREMIUM2.09×
Sports ActivityPOWER1.67×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vespa audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.91×
Family OrientationCONSERVATISM0.96×
Need for SecurityCONSERVATISM1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Vespa's target market in United States?

Vespa's target market in United States covers an estimated 2,228,542 people, concentrated in California and Texas.

02

What is the gender split and age of Vespa customers?

18.8% of the Vespa audience are female, 81.2% are male, with an average age of 36.2 years.

03

Which brands do Vespa fans like most?

Vespa fans show strongest brand affinity for Piaggio (83.69×), Motorcycle sport (7.14×), and Scooters (6.01×) over the country average.

04

Where do Vespa fans live in United States?

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

05

What other brands do Vespa fans also like?

Beyond Vespa itself, the audience over-indexes on Motorcycle sport (7.14×), Scooters (6.01×), Touring motorcycle (7.7×), and Motorcycle helmet (7.45×) compared to the United States average.

Appendix

Explore more audiences

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

More Motorcycles audiences in United States

See Vespa audiences in other countries

How to read this data

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