Financial literacy Audience in United States

Financial literacy logo

Financial literacy has an estimated audience of 1,504,793 people in United States. 56.4% are female, 43.6% are male, average age 42.3. Top regions: California, Texas, New York. Top brand affinities: Keene, New Hampshire, Governor of Michigan, Grinch, Wok, Goop.

The average Financial literacy fan in United States is 42.3 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Keene, New Hampshire, Governor of Michigan, Grinch, with strongest over-indexing on Keene, New Hampshire (675× the country average). Demographically, the Financial literacy audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Career Orientation, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Topic

Demographics of Financial literacy fans

Demographic split for Financial literacy audience in United States
MetricValue
Female56.4%
Male43.6%
Average age42.3
Estimated audience size1,504,793

Audience persona

The typical Financial literacy fan in United States is more female, around 42.3 years old, with strong Career Orientation tendencies and a notable affinity for Keene, New Hampshire.

Top regions in United States

Top regions ranked by reach for Financial literacy in United States
RegionReachAffinity
California199,0991.2×
Texas158,0861.22×
New York131,3621.56×
Florida117,9511.16×
Georgia69,2781.49×
Ohio52,1021.12×
Illinois49,5540.99×
New Jersey47,6401.24×
North Carolina47,5671.05×
Pennsylvania46,3580.91×
Maryland41,0751.59×
Virginia40,9511.12×
Louisiana37,6571.94×
Michigan35,1210.89×
Massachusetts32,0471.08×
Arizona29,5240.96×
Tennessee29,2830.97×
Washington29,1840.97×
South Carolina23,1781.02×
Alabama23,1731.1×
Indiana21,2580.77×
Missouri19,0180.78×
Colorado17,9040.75×
Kentucky17,5560.93×
Connecticut16,6951.11×
Wisconsin16,2970.72×
Mississippi16,0271.29×
Nevada16,0271.1×
Minnesota15,8070.73×
Oklahoma15,0990.9×
Utah13,8921.03×
Kansas13,0551.1×
Oregon12,5910.73×
Arkansas11,8370.95×
New Mexico10,4061.38×
Washington, District of Columbia10,0332.22×
Iowa9,9710.8×
Hawaii7,8281.21×
Nebraska5,4020.72×
Delaware4,8081.16×
Rhode Island4,7350.99×
Idaho3,9750.53×
West Virginia3,8790.55×
New Hampshire3,2840.55×
Maine3,2530.6×
North Dakota2,7990.91×
Alaska2,4390.76×
Montana1,8950.45×
Vermont1,7050.65×
South Dakota1,5510.45×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Financial literacy audience
BrandAffinityCategory
Keene, New Hampshire675×Travel & Leisure
Governor of Michigan16.34×Politics & Society
Grinch6.8×Movies & TV
Wok10.87×Food & Beverages
Goop7.66×Internet & Social Media
headspace13.33×Health
El Paso County, Colorado17.34×Travel & Leisure
Grace Slick11.13×Music & Radio
Cherish (group)13.8×Music & Radio
Vocal harmony4.92×Music & Radio
TV Fanatic11.43×Movies & TV
Hipster9.32×Politics & Society
Google Home5.9×Technology & Electronics
Fairy godmother6.76×Literature
Preta Gil18.12×Music & Radio
Hibachi6.7×Food & Beverages
Nationality1.73×Politics & Society
No Escape (1994 film)9.15×Movies & TV
Guitarist (magazine)9.18×Music & Radio
Hickok4513.9×Internet & Social Media

Psychographic profile

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

Top personality traits over-indexed by Financial literacy audience
TraitClusterScore
Career OrientationPOWER2.25
Risk AppetiteTHRILL2.13
Need for SecurityCONSERVATISM1.63
Family OrientationCONSERVATISM1.54
Quality AwarenessPREMIUM1.53
TravellingTHRILL1.51

Worldwide distribution

Worldwide audience distribution share by country for Financial literacy
CountryShare
United States21.9%
Nigeria10.2%
Ukraine8.3%

See Financial literacy audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Financial literacy have in United States?

Financial literacy has an estimated audience of 1,504,793 people in United States, concentrated in California and Texas.

What is the gender split and age of Financial literacy fans?

56.4% of Financial literacy fans are female, 43.6% are male, with an average age of 42.3 years.

Which brands do Financial literacy fans like most?

Financial literacy fans show strongest brand affinity for Keene, New Hampshire (675×), Governor of Michigan (16.34×), and Grinch (6.8×) over the country average.

Where do Financial literacy fans live in United States?

Financial literacy fans in United States are most concentrated in California (reach 199,099), Texas (reach 158,086), and New York (reach 131,362). These three regions account for the largest share of the active audience.

What other brands do Financial literacy fans also like?

Beyond Financial literacy itself, the audience over-indexes on Governor of Michigan (16.34×), Grinch (6.8×), Wok (10.87×), and Goop (7.66×) 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 Financial literacy. 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.