Rascasse Audience Intelligence

Bankrate Target Market in United States

A data profile of the people who buy, follow and care about Bankrate in United States — modelled from more than twelve digital signal sources. Bankrate has an estimated audience of 682,202 people in United States.

#33among Bank in United States#3132among Brand in United States#1908in Business & Career

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, LendingTree, with strongest over-indexing on Fifth Third Bank (62.94× 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.

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.

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

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 Bankrate profile in United States.

Audience size
682K
in United States
Gender
48.0%♀
52.0% male
Age
44.9
average years
Country rank
#30382
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 Bankrate

48.0% are female, 52.0% are male, average age 44.9.

Fig. 02

Gender split

48.0%
Female
52.0%
Male
Demographic split for Bankrate audience in United States
MetricValue
Female48.0%
Male52.0%
Average age44.9
Estimated audience size682,202
Fig. 03

Age distribution

Ø 44.9
average years
Age distribution of the Bankrate audience in United States
Age bracketShare%
16-195%
20-2917%
30-3925%
40-4919%
50+33%
Fig. 04

Worldwide distribution

92.8%

of the worldwide Bankrate audience comes from United States.

Worldwide audience distribution share by country for Bankrate
CountryShare
United States92.8%
India1.7%
Germany1.3%
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 Bankrate audience in United States is strongest.

Fig. 05

Top regions by affinity

Bankrate customers by region in United States
#RegionReachAffinity×
01New Jersey~20K1.42×
02Georgia~30K1.40×
03Virginia~20K1.39×
04Florida~60K1.29×
05Washington~20K1.27×
06New Hampshire~3K1.24×
07California~90K1.23×
08North Carolina~30K1.23×
09Colorado~10K1.23×
10Connecticut~9K1.22×
11Delaware~2K1.18×
12Massachusetts~20K1.17×
13Arizona~20K1.15×
14Maryland~10K1.15×
15Illinois~30K1.11×
16Oregon~9K1.11×
17Texas~70K1.09×
18New York~40K1.09×
19South Carolina~10K1.09×
20Washington, District of Columbia~2K1.08×
21Idaho~4K1.07×
22Nevada~7K1.05×
23Ohio~20K1.03×
24Tennessee~10K1.01×
25Pennsylvania~20K0.99×
26Maine~2K0.97×
27Montana~2K0.95×
28Missouri~10K0.92×
29Kansas~5K0.91×
30Rhode Island~2K0.90×
31Alaska~1K0.90×
32Wisconsin~9K0.89×
33Minnesota~9K0.89×
34Alabama~9K0.89×
35Utah~6K0.89×
36South Dakota~1K0.88×
37Vermont~1K0.88×
38Michigan~20K0.87×
39Oklahoma~7K0.86×
40Arkansas~5K0.86×
41Indiana~10K0.84×
42Nebraska~3K0.84×
43New Mexico~3K0.83×
44Louisiana~7K0.82×
45North Dakota~1K0.82×
46Kentucky~7K0.81×
47Hawaii~2K0.81×
48Mississippi~4K0.78×
49West Virginia~2K0.75×
50Iowa~4K0.74×
Fig. 06

Affinity by region

Affinity by region — Bankrate, United States
0.74×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bankrate audience
#·InterestCategoryAffinity×
01Fifth Third BankBusiness & Career62.94×
02WalletHubBusiness & Career39.21×
03KeyBankBusiness & Career29.36×
04LendingTreeBusiness & Career28.95×
05BehanceInternet & Social Media21.46×
06Brookes BrothersMusic & Radio20.00×
07EastWest BankBusiness & Career20.00×
08EurostarCars & Mobility20.00×
09Credit SesameBusiness & Career10.58×
10CheapOairTravel & Leisure7.30×
11Mineral waterFood & Beverages5.63×
12Non-alcoholic beverageFood & Beverages4.81×
13Savings accountBusiness & Career4.60×
14Microwave ovenHome & Garden3.48×
15Career developmentBusiness & Career3.32×
16InnovationBusiness & Career2.87×
17Bank of AmericaBusiness & Career2.57×
18Britney SpearsMusic & Radio2.43×
19MSNNews2.28×
20Trader Joe'sShopping1.88×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bankrate 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 Bankrate audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.04×
Community OrientationOPEN1.59×
IndividualismJOY1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bankrate audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.90×
Healthy LifestyleBALANCE0.93×
CreativityOPEN0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bankrate's target market in United States?

Bankrate's target market in United States covers an estimated 682,202 people, concentrated in California and Texas.

02

What is the gender split and age of Bankrate customers?

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

03

Which brands do Bankrate fans like most?

Bankrate fans show strongest brand affinity for Fifth Third Bank (62.94×), KeyBank (29.36×), and LendingTree (28.95×) over the country average.

04

Where do Bankrate fans live in United States?

Bankrate fans in United States are most concentrated in California (reach ~90K), Texas (reach ~70K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Bankrate fans also like?

Beyond Bankrate itself, the audience over-indexes on KeyBank (29.36×), LendingTree (28.95×), Brookes Brothers (20×), and Behance (21.46×) compared to the United States average.

Appendix

Explore more audiences

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

More Bank audiences in United States

See Bankrate audiences in other countries

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.

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