Rascasse Audience Intelligence

United Airlines Target Market in United States

United Airlines has an estimated audience of 37.4M people in United States.

#2among Airline in United States#71among brands in United States#50in Travel & Leisure

The average United Airlines fan in United States is 43.5 years old, balanced, and lives primarily in California.

By number of fans, United Airlines ranks #2 among the 257 objects in Airline in United States — 45.8× the group median.

Its fans are 3.0 years older than the group average of 40.5.

Women make up 49.3% of the fan base, 1.9 percentage points fewer than the group average.

Compared with the other 256 objects in Airline, United Airlines fans stand out for their interest in Dallas (1978 TV series), University of North Texas and Texas Christian University.

Most fans live in California, Texas, New Jersey.

Top affinities include Malaysia Airlines, Dallas (1978 TV series), University of North Texas, with strongest over-indexing on Malaysia Airlines (14.62× the country average).

Demographically, the United Airlines audience skews balanced with an average age of 43.5, and over-indexes on personality traits such as Quality Awareness, Travelling.

The typical United Airlines fan in United States is balanced, around 43.5 years old, with strong Quality Awareness tendencies and a notable affinity for Malaysia Airlines.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
37.4M
in United States
Gender
49.3%♀
50.7% male
Age
43.5
average years
Country rank
#629
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of United Airlines

49.3% are female, 50.7% are male, average age 43.5.

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 age43.5
Estimated audience size37.4M
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the United Airlines audience in United States
Age bracketShare%
16-2413%
25-3416%
35-4419%
45-5425%
55+27%
Fig. 04

Worldwide distribution

69.1%

of the worldwide United Airlines audience comes from United States.

Worldwide audience distribution share by country for United Airlines
CountryShare
United States69.1%
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

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~2.5M1.69×
07Washington, District of Columbia~100K1.45×
08Virginia~1M1.26×
09South Dakota~100K1.23×
10California~5.5M1.22×
11North Dakota~100K1.19×
12Nevada~400K1.16×
13Nebraska~300K1.16×
14Texas~3M1.15×
15Idaho~200K1.09×
16Maryland~700K1.07×
17Vermont~80K1.07×
18Oregon~500K1.01×
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~300K0.84×
28Ohio~1M0.81×
29Maine~100K0.79×
30Pennsylvania~1M0.77×
31Missouri~500K0.75×
32Washington~600K0.71×
33Massachusetts~600K0.71×
34Indiana~500K0.69×
35Connecticut~300K0.69×
36Utah~200K0.66×
37Tennessee~500K0.65×
38South Carolina~400K0.64×
39Oklahoma~300K0.64×
40Arkansas~200K0.63×
41North Carolina~800K0.61×
42New Hampshire~90K0.59×
43Rhode Island~70K0.58×
44Minnesota~400K0.57×
45Michigan~600K0.55×
46Mississippi~200K0.53×
47Kentucky~300K0.51×
48Alabama~300K0.48×
49Georgia~600K0.47×
50West Virginia~90K0.47×
Fig. 06

Affinity by region

Affinity by region — United Airlines, United States
0.47×1.00×2.66×
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 United Airlines audience vs. the country average
#·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
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the United Airlines audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the United Airlines audience vs. the country average · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.28×
TravellingTHRILL1.13×
Family OrientationCONSERVATISM1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the United Airlines audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.92×
Early Adopter MentalityPOWER0.97×
IndulgenceJOY0.98×
0×1.00× baseline2×
Appendix

Explore more audiences

More Airline audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in United Airlines 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/united-airlines-9656” · Methodology