Rascasse Audience Intelligence

Banking Audience in United States

A data profile of the people who buy, follow and care about Banking in United States — modelled from more than twelve digital signal sources. Banking has an estimated audience of 66,237,934 people in United States.

#15among Field of study in United States#173among Topic in United States#33in Business & Career

The average Banking fan in United States is 41.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Personal finance, AutoZone, Nancy Mace, with strongest over-indexing on Personal finance (1.55× the country average).

Demographically, the Banking audience skews balanced with an average age of 41.3, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical Banking fan in United States is balanced, around 41.3 years old, with strong Career Orientation tendencies and a notable affinity for Personal finance.

Category: Business & Career · Type: Topic · Subtype: Field of study

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 Banking profile in United States.

Audience size
66.2M
in United States
Gender
49.5%♀
50.5% male
Age
41.3
average years
Country rank
#220
Topic in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Banking fans

49.5% are female, 50.5% are male, average age 41.3.

Fig. 02

Gender split

49.5%
Female
50.5%
Male
Demographic split for Banking audience in United States
MetricValue
Female49.5%
Male50.5%
Average age41.3
Estimated audience size66,237,934
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Banking audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3919%
40-4921%
50+26%
Fig. 04

Worldwide distribution

15.6%

of the worldwide Banking audience comes from United States.

Worldwide audience distribution share by country for Banking
CountryShare
United States15.6%
India6.6%
Brazil5.4%
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 Banking audience in United States is strongest.

Fig. 05

Top regions by affinity

Banking fans by region: top regions in United States
#RegionReachAffinity×
01Missouri~1.5M1.43×
02Wyoming~100K1.29×
03Alaska~200K1.28×
04Georgia~2.5M1.25×
05Mississippi~700K1.23×
06Florida~5.5M1.20×
07Nevada~800K1.19×
08Kansas~600K1.19×
09Louisiana~1M1.17×
10Arkansas~600K1.17×
11Oregon~900K1.13×
12South Carolina~1M1.12×
13Arizona~1.5M1.11×
14Alabama~1M1.10×
15New Mexico~400K1.10×
16Tennessee~1.5M1.08×
17Texas~6M1.06×
18New Jersey~2M1.05×
19Oklahoma~800K1.04×
20California~7.5M1.01×
21Idaho~300K1.01×
22Montana~200K1.01×
23South Dakota~200K1.01×
24New York~3.5M1.00×
25North Carolina~2M1.00×
26Maryland~1M0.98×
27North Dakota~100K0.98×
28Virginia~1.5M0.97×
29New Hampshire~300K0.97×
30Delaware~200K0.97×
31Illinois~2M0.95×
32Washington~1.5M0.95×
33Massachusetts~1M0.95×
34Kentucky~800K0.94×
35Iowa~500K0.94×
36Connecticut~600K0.91×
37Nebraska~300K0.90×
38Indiana~1M0.89×
39Colorado~900K0.88×
40Ohio~2M0.87×
41Washington, District of Columbia~200K0.87×
42Michigan~1.5M0.86×
43West Virginia~300K0.86×
44Rhode Island~200K0.86×
45Hawaii~200K0.85×
46Pennsylvania~2M0.82×
47Wisconsin~800K0.80×
48Minnesota~800K0.79×
49Maine~200K0.77×
50Utah~400K0.74×
Fig. 06

Affinity by region

Affinity by region — Banking, United States
0.74×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Banking audience
#·InterestCategoryAffinity×
01Online bankingBusiness & Career3.16×
02Investment bankingBusiness & Career2.51×
03Nancy MacePolitics & Society2.39×
04O'Reilly Auto PartsCars & Mobility2.31×
05Google NewsNews2.28×
06LabCorpHealth2.27×
07Savannah GuthrieMovies & TV2.10×
08AutoZoneCars & Mobility2.03×
09Google FlightsTravel & Leisure2.01×
10Homo sapiensKids & Family1.87×
11LoanBusiness & Career1.80×
12Credit (finance)Business & Career1.74×
13ChaseBusiness & Career1.73×
14Lindsey GrahamPolitics & Society1.72×
15MenardsHome & Garden1.70×
16Google DriveTechnology & Electronics1.66×
17Financial servicesBusiness & Career1.66×
18Personal financeBusiness & Career1.55×
19Capital OneBusiness & Career1.53×
20Wells FargoBusiness & Career1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Banking 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 Banking audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.60×
Need for SecurityCONSERVATISM1.36×
Quality AwarenessPREMIUM1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Banking audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.82×
SustainabilityBALANCE0.84×
Sports ActivityPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Banking have in United States?

Banking has an estimated audience of 66,237,934 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Banking fans?

49.5% of Banking fans are female, 50.5% are male, with an average age of 41.3 years.

03

Which brands do Banking fans like most?

Banking fans show strongest brand affinity for Personal finance (1.55×), AutoZone (2.03×), and Nancy Mace (2.39×) over the country average.

04

Where do Banking fans live in United States?

Banking fans in United States are most concentrated in California (reach ~7.5M), Texas (reach ~6M), and Florida (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do Banking fans also like?

Beyond Banking itself, the audience over-indexes on AutoZone (2.03×), Nancy Mace (2.39×), Lindsey Graham (1.72×), and Google Drive (1.66×) compared to the United States average.

Appendix

Explore more audiences

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

More Field of study audiences in United States

See Banking audiences in other countries

How to read this data

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