Discover Card Audience in United States

Discover Card logo

Discover Card has an estimated audience of 983,427 people in United States. 55.5% are female, 44.5% are male, average age 42.5. Top regions: California, Texas, Florida. Top brand affinities: Hostelling International, Bank of America, Laura Dern, Carmen Electra, TransUnion.

The average Discover Card fan in United States is 42.5 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Hostelling International, Bank of America, Laura Dern, with strongest over-indexing on Hostelling International (72.29× the country average). Demographically, the Discover Card audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Healthy Lifestyle, Spirituality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Shopping · Type: Brand · Subtype: Loyalty card

Demographics of Discover Card fans

Demographic split for Discover Card audience in United States
MetricValue
Female55.5%
Male44.5%
Average age42.5
Estimated audience size983,427

Audience persona

The typical Discover Card fan in United States is more female, around 42.5 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Hostelling International.

Top regions in United States

Top regions ranked by reach for Discover Card in United States
RegionReachAffinity
California78,0000.72×
Texas60,8150.72×
Florida50,7380.76×
Illinois48,9881.5×
New York39,6500.72×
Pennsylvania37,4431.13×
Michigan32,1341.25×
North Carolina29,0290.98×
Ohio26,3880.87×
Wisconsin25,2921.71×
Massachusetts24,9051.29×
Indiana24,0061.34×
Virginia23,0880.96×
Arizona22,8111.14×
Georgia22,3910.74×
Tennessee22,0371.12×
Missouri21,6251.36×
New Jersey18,9390.76×
Colorado17,8401.15×
Minnesota17,0211.21×
Maryland16,3230.97×
South Carolina14,9071.01×
Washington14,2690.72×
Oklahoma12,6401.16×
Alabama10,5560.77×
Kansas10,3911.34×
Utah9,8701.12×
Iowa9,7241.2×
Kentucky9,3710.76×
Louisiana9,0260.71×
Oregon8,8540.79×
Nevada8,2420.87×
Connecticut7,6650.78×
Arkansas6,2760.77×
Mississippi5,9160.73×
Nebraska5,6101.14×
New Hampshire5,2671.36×
West Virginia3,8700.85×
Rhode Island3,8331.22×
New Mexico3,8130.77×
Idaho3,5740.72×
North Dakota3,2691.62×
Montana3,1001.14×
South Dakota3,0941.36×
Hawaii2,9670.7×
Maine2,8650.81×
Delaware2,6620.98×
Washington, District of Columbia1,6960.57×
Wyoming1,6581.14×
Vermont1,6290.94×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Discover Card audience
BrandAffinityCategory
Hostelling International72.29×Travel & Leisure
Bank of America26.2×Business & Career
Laura Dern73.56×Movies & TV
Carmen Electra72.62×Movies & TV
TransUnion48.05×Technology & Electronics
Toronto-Dominion Bank26.79×Business & Career
Anjelica Huston67.52×Movies & TV
CheapOair41.87×Travel & Leisure
Citibank19.56×Business & Career
Hotel Tonight69.98×Travel & Leisure
CDW83.96×Technology & Electronics
Sideways52.95×Movies & TV
Capital One9.36×Business & Career
V for Vendetta (film)49.92×Movies & TV
Hope Springs (2012 film)125.8×Movies & TV
Omio134.18×Travel & Leisure
National Car Rental28.05×Cars & Mobility
Shawn Johnson71.81×Sports
Super 8 (film)38.33×Movies & TV
Eurostar91.01×Cars & Mobility

Psychographic profile

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

Top personality traits over-indexed by Discover Card audience
TraitClusterScore
Healthy LifestyleBALANCE2.52
SpiritualityBALANCE1.32
Early Adopter MentalityPOWER1.21
MindfulnessBALANCE1.19
ExtroversionTHRILL1.18
Price SensitivityPREMIUM1.18

Worldwide distribution

Worldwide audience distribution share by country for Discover Card
CountryShare
United States57.8%
Italy6.2%
Switzerland4.0%

See Discover Card audiences in other countries

More Loyalty card audiences in United States

Frequently asked questions

How many fans does Discover Card have in United States?

Discover Card has an estimated audience of 983,427 people in United States, concentrated in California and Texas.

What is the gender split and age of Discover Card fans?

55.5% of Discover Card fans are female, 44.5% are male, with an average age of 42.5 years.

Which brands do Discover Card fans like most?

Discover Card fans show strongest brand affinity for Hostelling International (72.29×), Bank of America (26.2×), and Laura Dern (73.56×) over the country average.

Where do Discover Card fans live in United States?

Discover Card fans in United States are most concentrated in California (reach 78,000), Texas (reach 60,815), and Florida (reach 50,738). These three regions account for the largest share of the active audience.

What other brands do Discover Card fans also like?

Beyond Discover Card itself, the audience over-indexes on Bank of America (26.2×), Laura Dern (73.56×), Carmen Electra (72.62×), and TransUnion (48.05×) 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 Discover Card. 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.