Rascasse Audience Intelligence

UBS Target Market in United States

UBS has an estimated audience of 1.5M people in United States.

#31among Bank in United States
#1969among brands in United States#1272in Business & Career

The average UBS fan in United States is 46.7 years old, balanced, and lives primarily in New York.

By number of fans, UBS ranks #31 among the 611 objects in Bank in United States — 2.2× the group median.

Its fans are 6.2 years older than the group average of 40.5.

Women make up 45.6% of the fan base, 3.4 percentage points fewer than the group average.

Compared with the other 610 objects in Bank, UBS fans stand out for their interest in Merrill Lynch, BlackRock and Electronic trading platform.

Most fans live in New York, California, Florida.

Top affinities include Merrill Lynch, BlackRock, Electronic trading platform, with strongest over-indexing on Merrill Lynch (53.03× the country average).

Demographically, the UBS audience skews balanced with an average age of 46.7, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

The typical UBS fan in United States is balanced, around 46.7 years old, with strong Risk Appetite tendencies and a notable affinity for Merrill Lynch.

Category: Business & Career · Type: Brand · Subtype: Bank

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.5M
in United States
Gender
45.6%♀
54.4% male
Age
46.7
average years
Country rank
#17628
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of UBS

45.6% are female, 54.4% are male, average age 46.7.

Fig. 02

Gender split

45.6%
Female
54.4%
Male
Demographic split for UBS audience in United States
MetricValue
Female45.6%
Male54.4%
Average age46.7
Estimated audience size1.5M
Fig. 03

Age distribution

Ø 46.7
average years
Age distribution of the UBS audience in United States
Age bracketShare%
16-247%
25-3413%
35-4419%
45-5424%
55+37%
Fig. 04

Worldwide distribution

13.6%

of the worldwide UBS audience comes from United States.

Worldwide audience distribution share by country for UBS
CountryShare
Switzerland30.7%
Brazil18.0%
United States13.6%
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

UBS customers by region in United States
#RegionReachAffinity×
01New York~200K2.46×
02Connecticut~40K2.28×
03New Jersey~90K2.25×
04Vermont~5K1.89×
05Massachusetts~50K1.71×
06Washington, District of Columbia~5K1.58×
07Maine~9K1.51×
08New Hampshire~9K1.44×
09Rhode Island~7K1.37×
10Tennessee~40K1.20×
11Florida~100K1.19×
12California~200K1.18×
13Ohio~60K1.18×
14Minnesota~30K1.17×
15Illinois~70K1.16×
16Colorado~30K1.16×
17Montana~5K1.11×
18Washington~40K1.06×
19Virginia~40K1.03×
20North Carolina~50K1.01×
21Oregon~20K0.99×
22Maryland~30K0.97×
23Delaware~4K0.96×
24Pennsylvania~60K0.94×
25Texas~90K0.88×
26Nebraska~8K0.88×
27Michigan~40K0.87×
28Hawaii~6K0.87×
29Arizona~30K0.85×
30South Carolina~20K0.85×
31Georgia~40K0.84×
32Idaho~7K0.84×
33Alaska~3K0.81×
34Kansas~10K0.77×
35Indiana~20K0.72×
36Wisconsin~20K0.71×
37Nevada~10K0.70×
38Kentucky~10K0.69×
39Utah~10K0.68×
40New Mexico~6K0.67×
41South Dakota~3K0.65×
42North Dakota~2K0.64×
43Iowa~9K0.62×
44Missouri~20K0.60×
45Louisiana~10K0.57×
46Arkansas~7K0.54×
47West Virginia~4K0.52×
48Alabama~10K0.51×
49Mississippi~7K0.49×
50Oklahoma~8K0.46×
Fig. 06

Affinity by region

Affinity by region — UBS, United States
0.46×1.00×2.46×
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 UBS audience vs. the country average
#·InterestCategoryAffinity×
01Merrill LynchBusiness & Career53.03×
02BlackRockBusiness & Career46.78×
03Electronic trading platformBusiness & Career45.38×
04BarclaysBusiness & Career44.92×
05StockbrokerBusiness & Career40.35×
06Stock market indexBusiness & Career32.76×
07Morgan StanleyBusiness & Career29.94×
08E-TradeBusiness & Career28.24×
09StocksBusiness & Career27.94×
10CignaBusiness & Career24.43×
11Express ScriptsHealth23.52×
12AetnaBusiness & Career23.10×
13Charles Schwab CorporationBusiness & Career22.95×
14Asset managementBusiness & Career22.22×
15Brokerage firmBusiness & Career21.80×
16Trading strategyBusiness & Career20.78×
17Investment managementBusiness & Career14.25×
18Investment bankingBusiness & Career13.94×
19Financial marketBusiness & Career13.51×
20Yahoo! FinanceBusiness & Career10.76×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the UBS audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the UBS audience vs. the country average · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL5.99×
Career OrientationPOWER3.55×
Early Adopter MentalityPOWER2.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the UBS audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.82×
TraditionCONSERVATISM0.86×
IndividualismJOY0.89×
0×1.00× baseline2×
Appendix

Explore more audiences

More Bank 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 UBS 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/ubs-17808” · Methodology