Rascasse Audience Intelligence

Toyota Prius Audience in United States

Toyota Prius has an estimated audience of 2.4M people in United States.

#77among Car type in United States
#52among Car Model in United States
#411in Cars & Mobility

The average Toyota Prius fan in United States is 37.7 years old, more male, and lives primarily in California.

By number of fans, Toyota Prius ranks #83 among the 1188 objects in Car type in United States — 0.5× the group median.

Its fans are 1.5 years younger than the group average of 39.2.

Women make up 36.7% of the fan base, 8.8 percentage points more than the group average.

Compared with the other 1187 objects in Car type, Toyota Prius fans stand out for their interest in MapQuest, Harry Morgan and Banshee (comics).

Most fans live in California, Texas, New York.

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

Demographically, the Toyota Prius audience skews more male with an average age of 37.7, and over-indexes on personality traits such as Need for Security, Patriotism.

The typical Toyota Prius fan in United States is more male, around 37.7 years old, with strong Need for Security tendencies and a notable affinity for MapQuest.

Category: Cars & Mobility · Type: Car Model · Subtype: Car type

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.4M
in United States
Gender
36.7%♀
63.3% male
Age
37.7
average years
Country rank
#12071
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Toyota Prius fans

36.7% are female, 63.3% are male, average age 37.7.

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 age37.7
Estimated audience size2.4M
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the Toyota Prius audience in United States
Age bracketShare%
16-2424%
25-3422%
35-4420%
45-5417%
55+17%
Fig. 04

Worldwide distribution

25.7%

of the worldwide Toyota Prius audience comes from United States.

Worldwide audience distribution share by country for Toyota Prius
CountryShare
United States25.7%
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

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×
05Wyoming~6K1.49×
06Oregon~50K1.48×
07California~400K1.42×
08South Dakota~8K1.29×
09Washington~70K1.23×
10Hawaii~10K1.23×
11Montana~9K1.10×
12Arizona~60K1.07×
13Idaho~10K1.03×
14Delaware~7K1.03×
15Pennsylvania~90K1.01×
16Maine~10K1.01×
17Virginia~60K0.99×
18Rhode Island~8K0.99×
19Illinois~90K0.98×
20Oklahoma~30K0.98×
21Kentucky~30K0.97×
22Utah~20K0.96×
23New Hampshire~9K0.96×
24Connecticut~20K0.94×
25Maryland~40K0.93×
26Nevada~20K0.93×
27New Mexico~10K0.93×
28New York~100K0.92×
29Texas~100K0.90×
30New Jersey~60K0.89×
31Massachusetts~50K0.89×
32Kansas~20K0.89×
33Missouri~40K0.88×
34Arkansas~20K0.88×
35Nebraska~10K0.86×
36Florida~100K0.85×
37Tennessee~40K0.85×
38Indiana~40K0.85×
39North Carolina~70K0.84×
40Minnesota~30K0.84×
41Georgia~70K0.82×
42Iowa~20K0.81×
43Ohio~70K0.77×
44Colorado~30K0.77×
45Mississippi~20K0.77×
46Wisconsin~30K0.76×
47Alabama~30K0.74×
48Michigan~50K0.71×
49South Carolina~30K0.68×
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 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 Toyota Prius audience vs. the country average
#·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
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Toyota Prius audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Toyota Prius audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.87×
PatriotismCONSERVATISM1.54×
Family OrientationCONSERVATISM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Toyota Prius audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.69×
Design AffinityPREMIUM0.71×
MindfulnessBALANCE0.76×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Toyota Prius over the last 12 months. Modelled, not counted; people interested in several car models 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/toyota-prius-8311” · Methodology