Rascasse Audience Intelligence

Goldman Sachs Target Market in United States

Goldman Sachs has an estimated audience of 2.7M people in United States.

#23among Bank in United States
#1218among brands in United States#913in Business & Career

The average Goldman Sachs fan in United States is 44.3 years old, more male, and lives primarily in New York.

By number of fans, Goldman Sachs ranks #23 among the 613 objects in Bank in United States — 3.9× the group median.

Its fans are 3.8 years older than the group average of 40.5.

Women make up 33.9% of the fan base, 15.1 percentage points fewer than the group average.

Compared with the other 612 objects in Bank, Goldman Sachs fans stand out for their interest in Merrill Lynch, Electronic trading platform and BlackRock.

Most fans live in New York, California, Texas.

Top affinities include Merrill Lynch, Electronic trading platform, BlackRock, with strongest over-indexing on Merrill Lynch (24.42× the country average).

Demographically, the Goldman Sachs audience skews more male with an average age of 44.3, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

The typical Goldman Sachs fan in United States is more male, around 44.3 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
2.7M
in United States
Gender
33.9%♀
66.1% male
Age
44.3
average years
Country rank
#11047
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 Goldman Sachs

33.9% are female, 66.1% are male, average age 44.3.

Fig. 02

Gender split

33.9%
Female
66.1%
Male
Demographic split for Goldman Sachs audience in United States
MetricValue
Female33.9%
Male66.1%
Average age44.3
Estimated audience size2.7M
Fig. 03

Age distribution

Ø 44.3
average years
Age distribution of the Goldman Sachs audience in United States
Age bracketShare%
16-2412%
25-3418%
35-4417%
45-5419%
55+35%
Fig. 04

Worldwide distribution

31.2%

of the worldwide Goldman Sachs audience comes from United States.

Worldwide audience distribution share by country for Goldman Sachs
CountryShare
United States31.2%
India10.0%
United Kingdom9.1%
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

Goldman Sachs customers by region in United States
#RegionReachAffinity×
01Utah~80K3.00×
02New York~400K2.71×
03New Jersey~200K2.16×
04Washington, District of Columbia~10K1.99×
05Texas~300K1.64×
06Massachusetts~90K1.58×
07Connecticut~50K1.54×
08Virginia~90K1.34×
09Illinois~100K1.27×
10California~400K1.21×
11Rhode Island~10K1.13×
12Florida~200K1.12×
13Delaware~9K1.12×
14Georgia~100K1.08×
15Maryland~50K1.06×
16Pennsylvania~100K1.04×
17Washington~60K1.02×
18New Hampshire~10K0.97×
19Vermont~5K0.97×
20North Carolina~80K0.93×
21Colorado~40K0.93×
22Arizona~50K0.87×
23Hawaii~10K0.83×
24Nevada~20K0.82×
25Michigan~70K0.81×
26Indiana~40K0.80×
27Minnesota~40K0.80×
28Oregon~30K0.80×
29Idaho~10K0.79×
30Missouri~40K0.78×
31Nebraska~10K0.78×
32Maine~8K0.76×
33South Carolina~30K0.75×
34Kansas~20K0.75×
35Montana~7K0.74×
36Ohio~70K0.73×
37North Dakota~5K0.72×
38Tennessee~40K0.71×
39Wisconsin~30K0.71×
40Iowa~20K0.71×
41Alabama~30K0.70×
42Louisiana~30K0.70×
43South Dakota~5K0.67×
44Alaska~4K0.67×
45Oklahoma~20K0.65×
46Arkansas~20K0.65×
47Mississippi~20K0.63×
48New Mexico~10K0.62×
49Kentucky~20K0.59×
50West Virginia~9K0.58×
Fig. 06

Affinity by region

Affinity by region — Goldman Sachs, United States
0.58×1.00×3.00×
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 Goldman Sachs audience vs. the country average
#·InterestCategoryAffinity×
01Merrill LynchBusiness & Career24.42×
02Electronic trading platformBusiness & Career19.58×
03BlackRockBusiness & Career19.58×
04BarclaysBusiness & Career19.19×
05StockbrokerBusiness & Career17.61×
06Morgan StanleyBusiness & Career14.81×
07Stock market indexBusiness & Career14.29×
08E-TradeBusiness & Career13.27×
09Charles Schwab CorporationBusiness & Career11.53×
10Express ScriptsHealth11.25×
11AetnaBusiness & Career10.96×
12CignaBusiness & Career10.77×
13Fidelity InvestmentsBusiness & Career10.52×
14Brokerage firmBusiness & Career10.35×
15Asset managementBusiness & Career10.23×
16Trading strategyBusiness & Career10.07×
17Investment managementBusiness & Career7.59×
18Investment bankingBusiness & Career7.43×
19Yahoo! FinanceBusiness & Career6.31×
20Financial marketBusiness & Career6.17×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Goldman Sachs audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Goldman Sachs audience vs. the country average · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL3.38×
Career OrientationPOWER2.50×
Need for SecurityCONSERVATISM1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Goldman Sachs audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.67×
MindfulnessBALANCE0.82×
CreativityOPEN0.89×
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 Goldman Sachs 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/goldman-sachs-17286” · Methodology