Rascasse Audience Intelligence

Exchange-traded fund Audience in United States

A data profile of the people who buy, follow and care about Exchange-traded fund in United States — modelled from more than twelve digital signal sources. Exchange-traded fund has an estimated audience of 2,402,905 people in United States.

#5738among Topic in United States#964in Business & Career

The average Exchange-traded fund fan in United States is 45.3 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Charles Schwab Corporation, Dividend, NASDAQ, with strongest over-indexing on Charles Schwab Corporation (7.53× the country average).

Demographically, the Exchange-traded fund audience skews more male with an average age of 45.3, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

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

The typical Exchange-traded fund fan in United States is more male, around 45.3 years old, with strong Risk Appetite tendencies and a notable affinity for Charles Schwab Corporation.

Category: Business & Career · 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 Exchange-traded fund profile in United States.

Audience size
2.4M
in United States
Gender
37.2%♀
62.8% male
Age
45.3
average years
Country rank
#12275
Topic in United States
Fig. 01

Search interest · 12-month trend

-47%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Exchange-traded fund fans

37.2% are female, 62.8% are male, average age 45.3.

Fig. 02

Gender split

37.2%
Female
62.8%
Male
Demographic split for Exchange-traded fund audience in United States
MetricValue
Female37.2%
Male62.8%
Average age45.3
Estimated audience size2,402,905
Fig. 03

Age distribution

Ø 45.3
average years
Age distribution of the Exchange-traded fund audience in United States
Age bracketShare%
16-199%
20-2914%
30-3918%
40-4922%
50+36%
Fig. 04

Worldwide distribution

16.4%

of the worldwide Exchange-traded fund audience comes from United States.

Worldwide audience distribution share by country for Exchange-traded fund
CountryShare
United States16.4%
India12.4%
Japan9.9%
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 Exchange-traded fund audience in United States is strongest.

Fig. 05

Top regions by affinity

Exchange-traded fund fans by region: top regions in United States
#RegionReachAffinity×
01Delaware~20K2.37×
02Vermont~7K1.61×
03Massachusetts~70K1.57×
04Connecticut~30K1.41×
05New York~200K1.33×
06New Jersey~80K1.29×
07Washington~50K1.13×
08California~300K1.11×
09Pennsylvania~90K1.09×
10Virginia~60K1.08×
11North Carolina~80K1.05×
12Minnesota~40K1.05×
13Washington, District of Columbia~8K1.05×
14Missouri~40K1.04×
15Hawaii~10K1.03×
16New Hampshire~10K1.03×
17Montana~7K1.02×
18Alaska~5K1.01×
19Florida~200K0.99×
20Illinois~80K0.99×
21Nebraska~10K0.99×
22Maryland~40K0.98×
23Rhode Island~8K0.98×
24Colorado~40K0.97×
25Kansas~20K0.97×
26Maine~8K0.96×
27North Dakota~5K0.96×
28South Dakota~5K0.95×
29Michigan~60K0.94×
30South Carolina~30K0.94×
31Idaho~10K0.93×
32Texas~200K0.92×
33Iowa~20K0.92×
34Georgia~70K0.91×
35Wisconsin~30K0.91×
36Nevada~20K0.91×
37West Virginia~10K0.91×
38Ohio~70K0.90×
39Indiana~40K0.89×
40Oregon~20K0.89×
41Utah~20K0.89×
42Arkansas~20K0.88×
43Mississippi~20K0.88×
44New Mexico~10K0.88×
45Alabama~30K0.85×
46Oklahoma~20K0.84×
47Arizona~40K0.83×
48Louisiana~30K0.83×
49Kentucky~20K0.82×
50Tennessee~40K0.79×
Fig. 06

Affinity by region

Affinity by region — Exchange-traded fund, United States
0.79×1.00×2.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Exchange-traded fund audience
#·InterestCategoryAffinity×
01Index fundBusiness & Career17.62×
02Options strategiesBusiness & Career17.59×
03DividendBusiness & Career16.67×
04Electronic trading platformBusiness & Career13.14×
05Stock market indexBusiness & Career13.01×
06Technical analysisBusiness & Career12.60×
07Merrill LynchBusiness & Career11.77×
08Fidelity InvestmentsBusiness & Career10.47×
09Swing tradingBusiness & Career10.37×
10BrokerBusiness & Career9.57×
11Charles Schwab CorporationBusiness & Career7.53×
12E-TradeBusiness & Career5.57×
13NASDAQBusiness & Career5.56×
14Stock marketBusiness & Career4.02×
15StockBusiness & Career3.42×
16Yahoo! FinanceBusiness & Career3.26×
17MoneyBusiness & Career2.83×
18Personal financeBusiness & Career1.69×
19Online shoppingShopping1.63×
20BusinessBusiness & Career1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Exchange-traded fund 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 Exchange-traded fund audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.09×
Career OrientationPOWER2.06×
Need for SecurityCONSERVATISM1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Exchange-traded fund audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.68×
CreativityOPEN0.70×
Community OrientationOPEN0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Exchange-traded fund have in United States?

Exchange-traded fund has an estimated audience of 2,402,905 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Exchange-traded fund fans?

37.2% of Exchange-traded fund fans are female, 62.8% are male, with an average age of 45.3 years.

03

Which brands do Exchange-traded fund fans like most?

Exchange-traded fund fans show strongest brand affinity for Charles Schwab Corporation (7.53×), Dividend (16.67×), and NASDAQ (5.56×) over the country average.

04

Where do Exchange-traded fund fans live in United States?

Exchange-traded fund fans in United States are most concentrated in California (reach ~300K), Texas (reach ~200K), and New York (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Exchange-traded fund fans also like?

Beyond Exchange-traded fund itself, the audience over-indexes on Dividend (16.67×), NASDAQ (5.56×), Money (2.83×), and Fidelity Investments (10.47×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Exchange-traded fund. 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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