Rascasse Audience Intelligence

American Express Target Market in United States

A data profile of the people who buy, follow and care about American Express in United States — modelled from more than twelve digital signal sources. American Express has an estimated audience of 25,282,782 people in United States.

#1among Credit card in United States#125among Brand in United States#139in Business & Career

The average American Express fan in United States is 43.6 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, New York.

Top brand affinities include Nancy Mace, Google Flights, Personal finance, with strongest over-indexing on Nancy Mace (4.13× the country average).

Demographically, the American Express audience skews balanced with an average age of 43.6, and over-indexes on personality traits such as Quality Awareness, Career Orientation.

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

The typical American Express fan in United States is balanced, around 43.6 years old, with strong Quality Awareness tendencies and a notable affinity for Nancy Mace.

Category: Business & Career · Type: Brand · Subtype: Credit card

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 American Express profile in United States.

Audience size
25.3M
in United States
Gender
52.8%♀
47.2% male
Age
43.6
average years
Country rank
#1215
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of American Express

52.8% are female, 47.2% are male, average age 43.6.

Fig. 02

Gender split

52.8%
Female
47.2%
Male
Demographic split for American Express audience in United States
MetricValue
Female52.8%
Male47.2%
Average age43.6
Estimated audience size25,282,782
Fig. 03

Age distribution

Ø 43.6
average years
Age distribution of the American Express audience in United States
Age bracketShare%
16-1910%
20-2918%
30-3920%
40-4922%
50+31%
Fig. 04

Worldwide distribution

43.1%

of the worldwide American Express audience comes from United States.

Worldwide audience distribution share by country for American Express
CountryShare
United States43.1%
Mexico5.7%
United Kingdom5.3%
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 American Express audience in United States is strongest.

Fig. 05

Top regions by affinity

American Express customers by region in United States
#RegionReachAffinity×
01Florida~3M1.71×
02Georgia~1.5M1.70×
03New York~2.5M1.64×
04New Jersey~1M1.53×
05Utah~300K1.53×
06Connecticut~400K1.52×
07Massachusetts~700K1.40×
08Minnesota~500K1.37×
09Washington, District of Columbia~90K1.25×
10California~3M1.19×
11New Hampshire~100K1.18×
12Rhode Island~90K1.17×
13Montana~80K1.16×
14South Carolina~400K1.15×
15Hawaii~100K1.13×
16Michigan~700K1.11×
17Arizona~600K1.10×
18Vermont~50K1.10×
19Virginia~700K1.08×
20Maryland~500K1.07×
21Nevada~200K1.04×
22North Carolina~700K1.00×
23Tennessee~500K0.97×
24Alabama~300K0.97×
25Louisiana~300K0.97×
26Maine~80K0.95×
27Colorado~400K0.93×
28Texas~2M0.92×
29Delaware~60K0.92×
30Pennsylvania~700K0.90×
31Idaho~100K0.89×
32Illinois~700K0.88×
33Mississippi~200K0.87×
34Ohio~600K0.85×
35Washington~400K0.82×
36North Dakota~40K0.81×
37Alaska~40K0.80×
38Kentucky~200K0.78×
39New Mexico~90K0.76×
40Arkansas~200K0.75×
41Wisconsin~300K0.71×
42Oregon~200K0.71×
43Missouri~300K0.68×
44Kansas~100K0.66×
45Oklahoma~200K0.65×
46Indiana~300K0.62×
47Nebraska~80K0.61×
48Iowa~100K0.58×
49South Dakota~30K0.58×
50West Virginia~60K0.55×
Fig. 06

Affinity by region

Affinity by region — American Express, United States
0.55×1.00×1.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the American Express audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for American Express audience
#·InterestCategoryAffinity×
01Predictive analyticsTechnology & Electronics10.40×
02Google FlightsTravel & Leisure4.17×
03Nancy MacePolitics & Society4.13×
04CitibankBusiness & Career3.70×
05LabCorpHealth3.20×
06Charles Schwab CorporationBusiness & Career3.10×
07AsiaTravel & Leisure2.86×
08ChaseBusiness & Career2.61×
09Google NewsNews2.58×
10Capital OneBusiness & Career2.39×
11Google DriveTechnology & Electronics2.15×
12Financial servicesBusiness & Career2.14×
13Las VegasTravel & Leisure2.12×
14Take-outFood & Beverages2.09×
15MoneyBusiness & Career1.98×
16Bank of AmericaBusiness & Career1.98×
17Google DocsInternet & Social Media1.89×
18BankingBusiness & Career1.70×
19Personal financeBusiness & Career1.69×
20EducationBusiness & Career1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the American Express 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 American Express audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.90×
Career OrientationPOWER1.86×
Luxury OrientationPREMIUM1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by American Express audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.65×
CreativityOPEN0.83×
SustainabilityBALANCE0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is American Express's target market in United States?

American Express's target market in United States covers an estimated 25,282,782 people, concentrated in California and Florida.

02

What is the gender split and age of American Express customers?

52.8% of the American Express audience are female, 47.2% are male, with an average age of 43.6 years.

03

Which brands do American Express fans like most?

American Express fans show strongest brand affinity for Nancy Mace (4.13×), Google Flights (4.17×), and Personal finance (1.69×) over the country average.

04

Where do American Express fans live in United States?

American Express fans in United States are most concentrated in California (reach ~3M), Florida (reach ~3M), and New York (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do American Express fans also like?

Beyond American Express itself, the audience over-indexes on Google Flights (4.17×), Personal finance (1.69×), Capital One (2.39×), and Money (1.98×) compared to the United States average.

Appendix

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

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See American Express audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for American Express. 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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