401(k) Audience in United States

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401(k) has an estimated audience of 6,064,779 people in United States. 45.9% are female, 54.1% are male, average age 48.4. Top regions: California, Texas, Florida. Top brand affinities: Charles Schwab Corporation, Johnston & Murphy, Pension, Merrill Lynch, Fox News Channel.

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

Category: Business & Career · Type: Topic

Demographics of 401(k) fans

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

Audience persona

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.

Top regions in United States

Top regions ranked by reach for 401(k) in United States
RegionReachAffinity
California827,6961.24×
Texas628,5051.21×
Florida410,1321×
New York378,5801.12×
Illinois242,2311.2×
Georgia233,4141.25×
North Carolina227,4001.25×
Ohio226,4771.21×
Pennsylvania211,9521.04×
New Jersey184,6541.2×
Michigan181,7211.15×
Virginia161,0241.09×
Massachusetts154,6581.29×
Tennessee135,9121.12×
Indiana135,3481.22×
Arizona119,8660.97×
Washington111,7350.92×
South Carolina111,2901.22×
Missouri103,8891.06×
Maryland99,2190.95×
Wisconsin95,5261.05×
Alabama94,7591.12×
Minnesota87,8871.01×
Colorado87,4270.91×
Kentucky83,7871.1×
Louisiana78,5501×
Connecticut77,4971.27×
Nevada65,8941.12×
Oklahoma63,9620.95×
Oregon60,7490.87×
Mississippi53,5661.07×
Arkansas49,6170.99×
Utah49,3620.91×
Iowa48,3320.97×
Kansas43,7490.92×
Nebraska28,9150.95×
Hawaii27,7321.06×
New Mexico25,5350.84×
New Hampshire24,8661.04×
West Virginia21,5450.76×
Idaho21,3270.7×
Rhode Island19,3091×
Maine18,3640.85×
Delaware15,1720.91×
Washington, District of Columbia14,8360.81×
Montana11,0120.65×
Alaska10,2480.79×
North Dakota9,9870.8×
South Dakota9,1420.65×
Vermont7,6260.72×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for 401(k) audience
BrandAffinityCategory
Charles Schwab Corporation6.54×Business & Career
Johnston & Murphy18.94×Fashion & Accessoires
Pension5.2×Business & Career
Merrill Lynch9.99×Business & Career
Fox News Channel1.63×Movies & TV
Yahoo! Finance2.53×Business & Career
CNN1.8×Movies & TV
Bank of America2.07×Business & Career
quora8.9×Internet & Social Media
Social Security (United States)5.31×Politics & Society
Roth IRA13.94×Business & Career
Price1.93×Shopping
Baby boomers3.8×Kids & Family
Roth 401(k)14.86×Politics & Society
Capital One1.91×Business & Career
Retirement planning3.99×Business & Career
Dollar General1.69×Shopping
United States Postal Service1.76×Business & Career
Google Maps1.68×Internet & Social Media
Indeed.com1.73×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by 401(k) audience
TraitClusterScore
Career OrientationPOWER2.06
Family OrientationCONSERVATISM1.62
Quality AwarenessPREMIUM1.55
Need for SecurityCONSERVATISM1.52
TravellingTHRILL1.28
Community OrientationOPEN1.23

Worldwide distribution

Worldwide audience distribution share by country for 401(k)
CountryShare
United States79.5%
China6.4%
Taiwan3.0%

See 401(k) audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

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.

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.

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 Pension (5.2×) over the country average.

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

401(k) fans in United States are most concentrated in California (reach 827,696), Texas (reach 628,505), and Florida (reach 410,132). These three regions account for the largest share of the active audience.

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

Beyond 401(k) itself, the audience over-indexes on Johnston & Murphy (18.94×), Pension (5.2×), Merrill Lynch (9.99×), and Fox News Channel (1.63×) compared to the United States average.

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.