Financial services Audience in United States

Financial services logo

Financial services has an estimated audience of 50,545,426 people in United States. 48.4% are female, 51.6% are male, average age 44.0. Top regions: Texas, California, Florida. Top brand affinities: Personal finance, Wells Fargo, Western Union, AutoZone, Chase (bank).

The average Financial services fan in United States is 44.0 years old, balanced, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Personal finance, Wells Fargo, Western Union, with strongest over-indexing on Personal finance (1.69× the country average). Demographically, the Financial services audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Career Orientation, Family Orientation. 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 services fans

Demographic split for Financial services audience in United States
MetricValue
Female48.4%
Male51.6%
Average age44.0
Estimated audience size50,545,426

Audience persona

The typical Financial services fan in United States is balanced, around 44.0 years old, with strong Career Orientation tendencies and a notable affinity for Personal finance.

Top regions in United States

Top regions ranked by reach for Financial services in United States
RegionReachAffinity
Texas6,123,2621.41×
California6,061,1541.09×
Florida4,150,9531.21×
New York2,973,2891.05×
Georgia1,833,0231.18×
North Carolina1,782,3831.17×
Illinois1,678,5061×
Pennsylvania1,422,2230.84×
Ohio1,265,3500.81×
Michigan1,262,2470.95×
Arkansas1,196,8802.87×
Oklahoma1,194,6152.13×
Missouri1,164,7011.43×
Virginia1,164,2940.95×
Tennessee1,145,4411.13×
New Jersey1,065,7490.83×
Indiana1,038,8861.13×
Louisiana1,011,9421.55×
South Carolina983,6791.29×
Arizona916,1790.89×
Maryland801,5450.92×
Massachusetts794,3460.8×
Alabama771,9481.09×
Colorado729,7990.92×
Mississippi686,5811.65×
Washington677,0930.67×
Kentucky674,0801.06×
Wisconsin619,9960.82×
Kansas592,6821.49×
Minnesota541,2210.75×
Nevada535,3521.1×
Oregon463,3580.8×
Iowa388,5040.93×
Connecticut374,1610.74×
Utah334,6480.74×
Washington, District of Columbia302,6021.99×
New Mexico197,4230.78×
Nebraska194,7610.77×
Idaho194,6930.77×
Rhode Island155,5900.97×
West Virginia137,5000.58×
Hawaii137,4670.63×
Delaware130,6270.94×
New Hampshire122,1060.61×
Maine92,3260.51×
Montana67,7820.48×
South Dakota65,5910.56×
Wyoming55,6150.74×
North Dakota51,0910.49×
Vermont43,0400.49×

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 services audience
BrandAffinityCategory
Personal finance1.69×Business & Career
Wells Fargo2.36×Business & Career
Western Union5.02×Business & Career
AutoZone2.34×Cars & Mobility
Chase (bank)2.56×Business & Career
O'Reilly Auto Parts3.03×Cars & Mobility
LinkedIn1.74×Internet & Social Media
Toronto-Dominion Bank3.67×Business & Career
Advance Auto Parts2.93×Cars & Mobility
Insurance1.73×Business & Career
Banking1.74×Business & Career
Finance1.52×Business & Career
Investment management3.15×Business & Career
Breaking news1.56×Movies & TV
Pizza Hut1.78×Food & Beverages
Bank of America1.69×Business & Career
Local news1.73×News
Little Caesars2.19×Food & Beverages
CarMax2.37×Cars & Mobility
Motor vehicle1.52×Cars & Mobility

Psychographic profile

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

Top personality traits over-indexed by Financial services audience
TraitClusterScore
Career OrientationPOWER1.43
Family OrientationCONSERVATISM1.24
Quality AwarenessPREMIUM1.24
Convenience OrientationPREMIUM1.19
Need for SecurityCONSERVATISM1.15
Price SensitivityPREMIUM1.14

Worldwide distribution

Worldwide audience distribution share by country for Financial services
CountryShare
United States18.3%
India6.7%
Brazil5.3%

See Financial services audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Financial services have in United States?

Financial services has an estimated audience of 50,545,426 people in United States, concentrated in Texas and California.

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

48.4% of Financial services fans are female, 51.6% are male, with an average age of 44.0 years.

Which brands do Financial services fans like most?

Financial services fans show strongest brand affinity for Personal finance (1.69×), Wells Fargo (2.36×), and Western Union (5.02×) over the country average.

Where do Financial services fans live in United States?

Financial services fans in United States are most concentrated in Texas (reach 6,123,262), California (reach 6,061,154), and Florida (reach 4,150,953). These three regions account for the largest share of the active audience.

What other brands do Financial services fans also like?

Beyond Financial services itself, the audience over-indexes on Wells Fargo (2.36×), Western Union (5.02×), AutoZone (2.34×), and Chase (bank) (2.56×) 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 services. 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.