Rascasse Audience Intelligence

Digital wallet Audience in United States

A data profile of the people who buy, follow and care about Digital wallet in United States — modelled from more than twelve digital signal sources. Digital wallet has an estimated audience of 6,866,133 people in United States.

#3065among Topic in United States#76in Internet & Social Media

The average Digital wallet fan in United States is 43.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Mobile banking, Mobile payment, Contactless payment, with strongest over-indexing on Mobile banking (45.33× the country average).

Demographically, the Digital wallet audience skews more male with an average age of 43.4, and over-indexes on personality traits such as Family Orientation, Risk Appetite.

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

The typical Digital wallet fan in United States is more male, around 43.4 years old, with strong Family Orientation tendencies and a notable affinity for Mobile banking.

Category: Internet & Social Media · Type: Topic

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 Digital wallet profile in United States.

Audience size
6.9M
in United States
Gender
44.2%♀
55.8% male
Age
43.4
average years
Country rank
#5104
Topic in United States
Fig. 01

Search interest · 12-month trend

+134%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Digital wallet fans

44.2% are female, 55.8% are male, average age 43.4.

Fig. 02

Gender split

44.2%
Female
55.8%
Male
Demographic split for Digital wallet audience in United States
MetricValue
Female44.2%
Male55.8%
Average age43.4
Estimated audience size6,866,133
Fig. 03

Age distribution

Ø 43.4
average years
Age distribution of the Digital wallet audience in United States
Age bracketShare%
16-1912%
20-2916%
30-3920%
40-4922%
50+30%
Fig. 04

Worldwide distribution

10.5%

of the worldwide Digital wallet audience comes from United States.

Worldwide audience distribution share by country for Digital wallet
CountryShare
United States10.5%
India7.3%
Italy7.0%
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 Digital wallet audience in United States is strongest.

Fig. 05

Top regions by affinity

Digital wallet fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~90K1.64×
02Alabama~100K1.52×
03Louisiana~100K1.44×
04Arkansas~80K1.40×
05Georgia~300K1.39×
06Oklahoma~100K1.33×
07South Carolina~100K1.29×
08West Virginia~40K1.25×
09North Carolina~200K1.19×
10Kentucky~100K1.17×
11Tennessee~200K1.11×
12New Mexico~40K1.11×
13Missouri~100K1.09×
14Texas~600K1.08×
15Kansas~60K1.07×
16Maryland~100K1.06×
17Nevada~70K1.06×
18Florida~500K1.04×
19Pennsylvania~200K1.03×
20Virginia~200K1.02×
21Indiana~100K1.02×
22Washington, District of Columbia~20K1.01×
23New York~400K1.00×
24Ohio~200K1.00×
25Delaware~20K0.99×
26Arizona~100K0.97×
27Michigan~200K0.96×
28South Dakota~20K0.96×
29Illinois~200K0.94×
30Alaska~10K0.94×
31North Dakota~10K0.94×
32Washington~100K0.92×
33Oregon~70K0.90×
34Iowa~50K0.90×
35Nebraska~30K0.90×
36Colorado~90K0.88×
37Hawaii~30K0.88×
38California~700K0.87×
39New Jersey~200K0.86×
40Minnesota~80K0.86×
41Maine~20K0.85×
42Rhode Island~20K0.85×
43Montana~20K0.85×
44Connecticut~60K0.84×
45New Hampshire~20K0.83×
46Wisconsin~90K0.82×
47Idaho~30K0.82×
48Vermont~10K0.82×
49Massachusetts~100K0.77×
50Utah~40K0.72×
Fig. 06

Affinity by region

Affinity by region — Digital wallet, United States
0.72×1.00×1.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Digital wallet audience
#·InterestCategoryAffinity×
01Mobile bankingBusiness & Career45.33×
02Savings bankBusiness & Career30.00×
03Mobile paymentBusiness & Career28.29×
04LitecoinBusiness & Career24.83×
05Contactless paymentBusiness & Career18.86×
06Online learning communityBusiness & Career15.29×
07Family carCars & Mobility12.04×
08CryptocurrencyTechnology & Electronics11.22×
09Money managementBusiness & Career10.08×
10High-net-worth individualBusiness & Career10.02×
11Asset managementBusiness & Career9.20×
12Retail bankingBusiness & Career7.54×
13Online bankingBusiness & Career7.36×
14Distance educationBusiness & Career6.00×
15Sustainable energyHome & Garden5.96×
16Renewable energyBusiness & Career4.65×
17FedExBusiness & Career4.21×
18Mortgage loansBusiness & Career3.61×
19ActivismPolitics & Society3.43×
20Financial servicesBusiness & Career3.21×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Digital wallet 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 Digital wallet audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM3.87×
Risk AppetiteTHRILL2.51×
Career OrientationPOWER2.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Digital wallet audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.70×
DIY MentalityTHRILL0.80×
Healthy LifestyleBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Digital wallet have in United States?

Digital wallet has an estimated audience of 6,866,133 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Digital wallet fans?

44.2% of Digital wallet fans are female, 55.8% are male, with an average age of 43.4 years.

03

Which brands do Digital wallet fans like most?

Digital wallet fans show strongest brand affinity for Mobile banking (45.33×), Mobile payment (28.29×), and Contactless payment (18.86×) over the country average.

04

Where do Digital wallet fans live in United States?

Digital wallet fans in United States are most concentrated in California (reach ~700K), Texas (reach ~600K), and Florida (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Digital wallet fans also like?

Beyond Digital wallet itself, the audience over-indexes on Mobile payment (28.29×), Contactless payment (18.86×), Savings bank (30×), and Family car (12.04×) compared to the United States average.

Appendix

Explore more audiences

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

More Internet & Social Media audiences in United States

See Digital wallet audiences in other countries

How to read this data

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