Given the earthquake risk on the West Coast of the United States, individuals and communities require a basic understanding of ShakeAlert earthquake early warning technology, which may provide crucial seconds of warning. Free choice learning environments (FCLEs), such as museums, public libraries, and national parks, are uniquely positioned to expand the reach of earthquake early warning through educational initiatives and resources. Earthquake education in these spaces creates awareness of earthquake hazards and risk in areas where people live or visit and may also increase engagement in preparedness behavior as they are trusted sources of information in their communities. However, population demographics within the ShakeAlert states has yet to be examined; audience segmentation theories require a better understanding of the demographics of the people the system seeks to serve. Here we build upon previous typology research that examined over 150 earthquake displays around the United States and found that most did not include information about earthquake preparedness or associated protective actions. This new research shifts to a hierarchical clustering analysis that identifies seven main population groups within the ShakeAlert states. We also find that the cost of admission and the geographic distance away from FCLEs, including the potential cost and time of transportation, may lead to an urban-rural divide in visitor access. Using audience segmentation theories as related to earthquakes, we can understand critical barriers to FCLEs and opportunities for ShakeAlert education. As earthquake early warning systems expand internationally, thoughtful and equitable education initiatives are beneficial to reach critical audiences.