Rascasse Audience Intelligence

401(k) Audience in United States

A data profile of the people who buy, follow and care about 401(k) in United States — modelled from more than twelve digital signal sources. 401(k) has an estimated audience of 6,064,779 people in United States.

#3335among Topic in United States#525in Business & Career

The average 401(k) fan in United States is 48.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Charles Schwab Corporation, Johnston & Murphy, Merrill Lynch, with strongest over-indexing on Charles Schwab Corporation (6.54× the country average).

Demographically, the 401(k) audience skews balanced with an average age of 48.4, and over-indexes on personality traits such as Career Orientation, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical 401(k) fan in United States is balanced, around 48.4 years old, with strong Career Orientation tendencies and a notable affinity for Charles Schwab Corporation.

Category: Business & Career · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the 401(k) profile in United States.

Audience size
6.1M
in United States
Gender
45.9%♀
54.1% male
Age
48.4
average years
Country rank
#5667
Topic in United States
Fig. 01

Search interest · 12-month trend

-0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of 401(k) fans

45.9% are female, 54.1% are male, average age 48.4.

Fig. 02

Gender split

45.9%
Female
54.1%
Male
Demographic split for 401(k) audience in United States
MetricValue
Female45.9%
Male54.1%
Average age48.4
Estimated audience size6,064,779
Fig. 03

Age distribution

Ø 48.4
average years
Age distribution of the 401(k) audience in United States
Age bracketShare%
16-196%
20-2910%
30-3914%
40-4923%
50+47%
Fig. 04

Worldwide distribution

79.4%

of the worldwide 401(k) audience comes from United States.

Worldwide audience distribution share by country for 401(k)
CountryShare
United States79.4%
China6.4%
Taiwan3.0%
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

Where the 401(k) audience in United States is strongest.

Fig. 05

Top regions by affinity

401(k) fans by region: top regions in United States
#RegionReachAffinity×
01Connecticut~80K1.28×
02Massachusetts~100K1.24×
03Georgia~200K1.22×
04South Carolina~100K1.22×
05North Carolina~200K1.21×
06Ohio~200K1.20×
07New Jersey~200K1.18×
08Indiana~100K1.18×
09California~800K1.16×
10Illinois~200K1.14×
11Texas~600K1.13×
12Michigan~200K1.12×
13Alabama~90K1.12×
14Tennessee~100K1.10×
15Nevada~60K1.09×
16Mississippi~50K1.08×
17New Hampshire~30K1.08×
18Hawaii~30K1.06×
19Virginia~200K1.05×
20Wisconsin~100K1.05×
21Kentucky~80K1.05×
22Missouri~100K1.04×
23New York~300K1.02×
24Pennsylvania~200K1.02×
25Minnesota~90K1.02×
26Arkansas~50K1.02×
27Rhode Island~20K1.02×
28Nebraska~30K1.01×
29Florida~400K0.99×
30Maryland~100K0.97×
31Louisiana~80K0.97×
32Iowa~50K0.97×
33Arizona~100K0.95×
34Delaware~20K0.95×
35Oklahoma~60K0.94×
36Utah~50K0.92×
37Kansas~40K0.92×
38North Dakota~10K0.91×
39Alaska~10K0.90×
40Colorado~90K0.89×
41New Mexico~30K0.89×
42Oregon~60K0.88×
43Washington~100K0.87×
44Maine~20K0.85×
45West Virginia~20K0.84×
46Vermont~9K0.83×
47Washington, District of Columbia~10K0.78×
48South Dakota~10K0.78×
49Idaho~20K0.75×
50Montana~10K0.74×
Fig. 06

Affinity by region

Affinity by region — 401(k), United States
0.74×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the 401(k) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for 401(k) audience
#·InterestCategoryAffinity×
01Johnston & MurphyFashion & Accessoires18.94×
02Roth 401(k)Politics & Society14.86×
03Roth IRABusiness & Career13.94×
04Merrill LynchBusiness & Career9.99×
05quoraInternet & Social Media8.90×
06Charles Schwab CorporationBusiness & Career6.54×
07Social Security (United States)Politics & Society5.31×
08PensionBusiness & Career5.20×
09Retirement planningBusiness & Career3.99×
10Baby boomersKids & Family3.80×
11Yahoo! FinanceBusiness & Career2.53×
12Bank of AmericaBusiness & Career2.07×
13PriceShopping1.93×
14Capital OneBusiness & Career1.91×
15CNNMovies & TV1.80×
16United States Postal ServiceBusiness & Career1.76×
17Indeed.comBusiness & Career1.73×
18Dollar GeneralShopping1.69×
19Google MapsInternet & Social Media1.68×
20InvestmentBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the 401(k) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by 401(k) audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.25×
Community OrientationOPEN1.41×
Need for SecurityCONSERVATISM1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by 401(k) audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.90×
Pet OwnershipJOY0.94×
Design AffinityPREMIUM0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does 401(k) have in United States?

401(k) has an estimated audience of 6,064,779 people in United States, concentrated in California and Texas.

02

What is the gender split and age of 401(k) fans?

45.9% of 401(k) fans are female, 54.1% are male, with an average age of 48.4 years.

03

Which brands do 401(k) fans like most?

401(k) fans show strongest brand affinity for Charles Schwab Corporation (6.54×), Johnston & Murphy (18.94×), and Merrill Lynch (9.99×) over the country average.

04

Where do 401(k) fans live in United States?

401(k) fans in United States are most concentrated in California (reach ~800K), Texas (reach ~600K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do 401(k) fans also like?

Beyond 401(k) itself, the audience over-indexes on Johnston & Murphy (18.94×), Merrill Lynch (9.99×), Pension (5.2×), and Yahoo! Finance (2.53×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

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See 401(k) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for 401(k). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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