Rascasse Audience Intelligence

Nissan Target Market in United States

Nissan has an estimated audience of 19.3M people in United States.

#7among Car manufacturer in United States#177among brands in United States#54in Cars & Mobility

The average Nissan fan in United States is 38.6 years old, more male, and lives primarily in California.

By number of fans, Nissan ranks #7 among the 120 objects in Car manufacturer in United States — 48.9× the group median.

Its fans are 1.2 years younger than the group average of 39.8.

Compared with the other 119 objects in Car manufacturer, Nissan fans stand out for their interest in Auto maintenance, O'Reilly Auto Parts and Detroit.

Most fans live in California, Texas, Florida.

Top affinities include Used Cars, Auto maintenance, Bus, with strongest over-indexing on Used Cars (3.41× the country average).

Demographically, the Nissan audience skews more male with an average age of 38.6, and over-indexes on personality traits such as Patriotism, Need for Security.

The typical Nissan fan in United States is more male, around 38.6 years old, with strong Patriotism tendencies and a notable affinity for Used Cars.

Category: Cars & Mobility · Type: Brand · Subtype: Car manufacturer

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
19.3M
in United States
Gender
30.3%♀
69.7% male
Age
38.6
average years
Country rank
#1689
among all objects in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Nissan

30.3% are female, 69.7% are male, average age 38.6.

Fig. 02

Gender split

30.3%
Female
69.7%
Male
Demographic split for Nissan audience in United States
MetricValue
Female30.3%
Male69.7%
Average age38.6
Estimated audience size19.3M
Fig. 03

Age distribution

Ø 38.6
average years
Age distribution of the Nissan audience in United States
Age bracketShare%
16-2425%
25-3418%
35-4418%
45-5418%
55+20%
Fig. 04

Worldwide distribution

17.8%

of the worldwide Nissan audience comes from United States.

Worldwide audience distribution share by country for Nissan
CountryShare
United States17.8%
Mexico5.7%
Japan5.6%
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

Fig. 05

Top regions by affinity

Nissan customers by region in United States
#RegionReachAffinity×
01Tennessee~700K1.73×
02Mississippi~300K1.60×
03Louisiana~400K1.52×
04Texas~1.5M1.31×
05Florida~1.5M1.30×
06Arkansas~200K1.29×
07South Carolina~400K1.27×
08Alabama~400K1.26×
09Georgia~800K1.25×
10New Mexico~100K1.17×
11New Jersey~600K1.15×
12Oklahoma~300K1.13×
13North Carolina~700K1.11×
14Connecticut~200K1.08×
15West Virginia~100K1.08×
16Nevada~200K1.06×
17Pennsylvania~800K1.05×
18Missouri~400K1.05×
19Virginia~500K1.04×
20Arizona~500K1.04×
21Illinois~800K1.03×
22Colorado~300K1.03×
23Hawaii~80K1.02×
24New York~1M1.00×
25California~2.5M0.99×
26Kentucky~300K0.99×
27Delaware~60K0.97×
28Ohio~600K0.95×
29Indiana~400K0.95×
30Maryland~300K0.94×
31New Hampshire~70K0.94×
32Kansas~200K0.93×
33Vermont~30K0.91×
34Washington~400K0.87×
35Utah~200K0.87×
36Wisconsin~300K0.85×
37Nebraska~100K0.85×
38Massachusetts~300K0.83×
39Rhode Island~50K0.82×
40Wyoming~30K0.81×
41Minnesota~300K0.80×
42Iowa~100K0.79×
43Maine~60K0.78×
44Michigan~400K0.76×
45Idaho~80K0.76×
46North Dakota~30K0.76×
47Oregon~200K0.75×
48Alaska~30K0.71×
49Montana~40K0.68×
50South Dakota~30K0.64×
Fig. 06

Affinity by region

Affinity by region — Nissan, United States
0.64×1.00×1.73×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Nissan audience vs. the country average
#·InterestCategoryAffinity×
01Used CarsCars & Mobility3.41×
02Auto maintenanceCars & Mobility3.00×
03BusCars & Mobility2.63×
04O'Reilly Auto PartsCars & Mobility2.23×
05CarvanaCars & Mobility2.10×
06AutoZoneCars & Mobility2.07×
07DetroitTravel & Leisure2.03×
08Fishing reelSports2.01×
09Google NewsNews1.99×
10Used carCars & Mobility1.98×
11ToyotaCars & Mobility1.95×
12Freight transportCars & Mobility1.93×
13EngineCars & Mobility1.89×
14RoadTravel & Leisure1.84×
15SUVsCars & Mobility1.73×
16WheelCars & Mobility1.63×
17ComputersTechnology & Electronics1.61×
18AutomobilesCars & Mobility1.58×
19ManufacturingBusiness & Career1.58×
20Motor vehicleCars & Mobility1.56×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Nissan audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Nissan audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.24×
Need for SecurityCONSERVATISM1.23×
Career OrientationPOWER1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Nissan audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.73×
Community OrientationOPEN0.77×
CreativityOPEN0.81×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

Related rankings

See Nissan audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Nissan over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/nissan-17474” · Methodology