Bankrate Audience in United States

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Bankrate has an estimated audience of 692,795 people in United States. 48.0% are female, 52.0% are male, average age 44.9. Top regions: California, Texas, Florida. Top brand affinities: Fifth Third Bank, KeyBank, MSN, LendingTree, WalletHub.

The average Bankrate fan in United States is 44.9 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Fifth Third Bank, KeyBank, MSN, with strongest over-indexing on Fifth Third Bank (73.3× the country average). Demographically, the Bankrate audience skews balanced with an average age of 44.9, 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.

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

Demographics of Bankrate fans

Demographic split for Bankrate audience in United States
MetricValue
Female48.0%
Male52.0%
Average age44.9
Estimated audience size692,795

Audience persona

The typical Bankrate fan in United States is balanced, around 44.9 years old, with strong Career Orientation tendencies and a notable affinity for Fifth Third Bank.

Top regions in United States

Top regions ranked by reach for Bankrate in United States
RegionReachAffinity
California102,0741.34×
Texas70,2301.18×
Florida63,3611.35×
New York46,4931.2×
Georgia31,8741.49×
Illinois27,2671.18×
New Jersey26,8741.53×
North Carolina26,2081.26×
Pennsylvania23,9051.02×
Virginia23,7951.41×
Ohio22,0431.03×
Washington18,0531.3×
Arizona17,1501.21×
Massachusetts16,8791.24×
Michigan15,9760.88×
Tennessee14,5161.04×
Colorado13,6791.25×
Maryland13,5531.14×
South Carolina11,2641.08×
Indiana10,8160.85×
Missouri10,0310.9×
Wisconsin9,1230.88×
Minnesota8,9100.9×
Connecticut8,8231.27×
Oregon8,7861.11×
Alabama8,0940.84×
Nevada7,2791.09×
Louisiana7,2210.81×
Kentucky6,8440.79×
Oklahoma6,2960.82×
Utah5,4500.88×
Kansas4,7890.88×
Arkansas4,4430.78×
Mississippi4,2700.75×
Iowa3,8940.68×
Idaho3,5341.02×
New Hampshire3,2151.18×
Nebraska2,7310.79×
New Mexico2,6300.76×
Maine2,3310.94×
Hawaii2,2820.77×
Washington, District of Columbia2,2571.08×
Delaware2,1971.15×
West Virginia2,0700.64×
Rhode Island1,8950.86×
Montana1,6220.84×
Alaska1,2690.86×
South Dakota1,2310.77×
North Dakota9190.65×
Vermont9030.74×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Bankrate audience
BrandAffinityCategory
Fifth Third Bank73.3×Business & Career
KeyBank24.68×Business & Career
MSN5.73×News
LendingTree26.91×Business & Career
WalletHub50.26×Business & Career
Staples (Canada)4.02×Business & Career
Behance21.99×Internet & Social Media
Great Clips4.33×Beauty & Wellness
Bank of America2.79×Business & Career
Brookes Brothers11.43×Music & Radio
Savings account5.46×Business & Career
Shutterfly6.54×Technology & Electronics
Famke Janssen13.85×Fashion & Accessoires
Planet Fitness2.47×Sports
LinkedIn2.19×Internet & Social Media
Roth IRA16.31×Business & Career
Deion Sanders5.54×Sports
TransUnion7.58×Technology & Electronics
United States Postal Service2.13×Business & Career
Diaper bag3.48×Kids & Family

Psychographic profile

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

Top personality traits over-indexed by Bankrate audience
TraitClusterScore
Career OrientationPOWER1.65
Community OrientationOPEN1.56
Family OrientationCONSERVATISM1.52
DIY MentalityTHRILL1.47
IndividualismJOY1.42
Design AffinityPREMIUM1.4

Worldwide distribution

Worldwide audience distribution share by country for Bankrate
CountryShare
United States92.9%
India1.8%
Germany1.3%

See Bankrate audiences in other countries

More Bank audiences in United States

Frequently asked questions

How many fans does Bankrate have in United States?

Bankrate has an estimated audience of 692,795 people in United States, concentrated in California and Texas.

What is the gender split and age of Bankrate fans?

48.0% of Bankrate fans are female, 52.0% are male, with an average age of 44.9 years.

Which brands do Bankrate fans like most?

Bankrate fans show strongest brand affinity for Fifth Third Bank (73.3×), KeyBank (24.68×), and MSN (5.73×) over the country average.

Where do Bankrate fans live in United States?

Bankrate fans in United States are most concentrated in California (reach 102,074), Texas (reach 70,230), and Florida (reach 63,361). These three regions account for the largest share of the active audience.

What other brands do Bankrate fans also like?

Beyond Bankrate itself, the audience over-indexes on KeyBank (24.68×), MSN (5.73×), LendingTree (26.91×), and WalletHub (50.26×) 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 Bankrate. 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.