Rascasse Audience Intelligence

E-Trade Target Market in United States

E-Trade has an estimated audience of 10.4M people in United States.

#8among Bank in United States
#364among brands in United States#342in Business & Career

The average E-Trade fan in United States is 43.6 years old, more male, and lives primarily in California.

By number of fans, E-Trade ranks #8 among the 611 objects in Bank in United States — 15.1× the group median.

Its fans are 3.1 years older than the group average of 40.5.

Women make up 36.4% of the fan base, 12.7 percentage points fewer than the group average.

Compared with the other 610 objects in Bank, E-Trade fans stand out for their interest in ALEX Toys, XForex and forex trader.

Most fans live in California, New York, Florida.

Top affinities include ALEX Toys, XForex, forex trader, with strongest over-indexing on ALEX Toys (1138.08× the country average).

Demographically, the E-Trade audience skews more male with an average age of 43.6, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

The typical E-Trade fan in United States is more male, around 43.6 years old, with strong Career Orientation tendencies and a notable affinity for ALEX Toys.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
10.4M
in United States
Gender
36.4%♀
63.6% male
Age
43.6
average years
Country rank
#3391
among all objects in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of E-Trade

36.4% are female, 63.6% are male, average age 43.6.

Fig. 02

Gender split

36.4%
Female
63.6%
Male
Demographic split for E-Trade audience in United States
MetricValue
Female36.4%
Male63.6%
Average age43.6
Estimated audience size10.4M
Fig. 03

Age distribution

Ø 43.6
average years
Age distribution of the E-Trade audience in United States
Age bracketShare%
16-2414%
25-3417%
35-4418%
45-5418%
55+33%
Fig. 04

Worldwide distribution

59.5%

of the worldwide E-Trade audience comes from United States.

Worldwide audience distribution share by country for E-Trade
CountryShare
United States59.5%
India7.6%
Ethiopia4.1%
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

E-Trade customers by region in United States
#RegionReachAffinity×
01California~2.5M1.85×
02New Jersey~400K1.52×
03Massachusetts~300K1.45×
04Washington~300K1.41×
05Connecticut~200K1.35×
06Oregon~200K1.33×
07Colorado~200K1.30×
08New Hampshire~50K1.30×
09New York~800K1.28×
10Florida~800K1.19×
11Nevada~100K1.19×
12Vermont~20K1.18×
13Illinois~500K1.17×
14Virginia~300K1.17×
15Maryland~200K1.13×
16Arizona~300K1.12×
17Minnesota~200K1.11×
18Delaware~30K1.11×
19Idaho~60K1.10×
20Rhode Island~40K1.10×
21Hawaii~50K1.09×
22Maine~50K1.07×
23Montana~40K1.06×
24Pennsylvania~400K1.05×
25North Carolina~400K1.05×
26Georgia~300K1.00×
27Wisconsin~200K0.96×
28Utah~100K0.96×
29Texas~700K0.94×
30Washington, District of Columbia~20K0.93×
31Michigan~300K0.89×
32South Carolina~100K0.85×
33New Mexico~50K0.83×
34Alaska~20K0.83×
35Ohio~300K0.80×
36Indiana~200K0.80×
37Nebraska~50K0.78×
38Louisiana~100K0.77×
39North Dakota~20K0.76×
40Tennessee~200K0.74×
41Iowa~70K0.74×
42Missouri~100K0.73×
43Kansas~70K0.73×
44Oklahoma~80K0.68×
45Arkansas~60K0.68×
46Alabama~100K0.66×
47West Virginia~40K0.66×
48South Dakota~20K0.64×
49Kentucky~90K0.61×
50Mississippi~40K0.48×
Fig. 06

Affinity by region

Affinity by region — E-Trade, United States
0.48×1.00×1.85×
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 E-Trade audience vs. the country average
#·InterestCategoryAffinity×
01ALEX ToysKids & Family1138.08×
02XForexBusiness & Career35.49×
03forex traderBusiness & Career28.58×
04Algorithmic tradingBusiness & Career25.24×
05Plus500Business & Career22.09×
06Forex signalsBusiness & Career21.99×
07Investment companyBusiness & Career20.95×
08NDTVMovies & TV20.84×
09Options strategiesBusiness & Career20.29×
10Forex FactoryBusiness & Career17.37×
11Forex Online TradingBusiness & Career17.07×
12FXCMBusiness & Career16.66×
13Stock market indexBusiness & Career13.03×
14Charles Schwab CorporationBusiness & Career9.78×
15Trading strategyBusiness & Career8.61×
16Yahoo! SportsSports7.24×
17RobinhoodBusiness & Career7.04×
18Yahoo! FinanceBusiness & Career3.67×
19Bank of AmericaBusiness & Career3.49×
20Singer-songwriterMusic & Radio2.85×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the E-Trade audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the E-Trade audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER3.84×
Risk AppetiteTHRILL2.28×
MindfulnessBALANCE1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the E-Trade audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.75×
CreativityOPEN0.83×
Pet OwnershipJOY0.83×
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 E-Trade 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/e-trade-17361” · Methodology