Rascasse Audience Intelligence

Google Wallet Target Market in United States

A data profile of the people who buy, follow and care about Google Wallet in United States — modelled from more than twelve digital signal sources. Google Wallet has an estimated audience of 1,594,229 people in United States.

#1756among Brand in United States#590in Technology & Electronics

The average Google Wallet fan in United States is 37.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Contactless payment, Apple Pay, Google Pay, with strongest over-indexing on Contactless payment (29.82× the country average).

Demographically, the Google Wallet audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Price Sensitivity, Tradition.

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

The typical Google Wallet fan in United States is balanced, around 37.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Contactless payment.

Category: Technology & Electronics · Type: Brand

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 Google Wallet profile in United States.

Audience size
1.6M
in United States
Gender
48.2%♀
51.8% male
Age
37.3
average years
Country rank
#16959
Brand in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Google Wallet

48.2% are female, 51.8% are male, average age 37.3.

Fig. 02

Gender split

48.2%
Female
51.8%
Male
Demographic split for Google Wallet audience in United States
MetricValue
Female48.2%
Male51.8%
Average age37.3
Estimated audience size1,594,229
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Google Wallet audience in United States
Age bracketShare%
16-1921%
20-2924%
30-3922%
40-4916%
50+16%
Fig. 04

Worldwide distribution

21.5%

of the worldwide Google Wallet audience comes from United States.

Worldwide audience distribution share by country for Google Wallet
CountryShare
United States21.5%
Italy10.8%
United Kingdom6.0%
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 Google Wallet audience in United States is strongest.

Fig. 05

Top regions by affinity

Google Wallet customers by region in United States
#RegionReachAffinity×
01Nevada~20K1.23×
02Washington~40K1.21×
03Georgia~60K1.18×
04Missouri~30K1.17×
05Oklahoma~20K1.16×
06Arkansas~10K1.14×
07Florida~100K1.13×
08South Carolina~30K1.13×
09West Virginia~8K1.13×
10Ohio~50K1.11×
11Alabama~20K1.11×
12Indiana~30K1.10×
13Louisiana~20K1.10×
14Colorado~30K1.09×
15Iowa~10K1.09×
16Kansas~10K1.09×
17North Carolina~50K1.06×
18Tennessee~30K1.06×
19Kentucky~20K1.06×
20Oregon~20K1.05×
21Montana~4K1.04×
22Michigan~40K1.03×
23Mississippi~10K1.03×
24New Mexico~8K1.03×
25Idaho~8K1.01×
26Arizona~30K1.00×
27Nebraska~8K1.00×
28New Hampshire~6K0.99×
29Pennsylvania~50K0.98×
30Virginia~40K0.98×
31Wisconsin~20K0.97×
32Washington, District of Columbia~4K0.97×
33Hawaii~6K0.96×
34Illinois~50K0.95×
35California~200K0.93×
36Maine~5K0.93×
37Texas~100K0.91×
38Utah~10K0.91×
39South Dakota~3K0.91×
40Maryland~20K0.90×
41Connecticut~10K0.89×
42New York~70K0.87×
43Minnesota~20K0.87×
44Delaware~4K0.86×
45Alaska~3K0.86×
46North Dakota~3K0.86×
47New Jersey~30K0.84×
48Massachusetts~30K0.84×
49Rhode Island~4K0.84×
50Vermont~2K0.80×
Fig. 06

Affinity by region

Affinity by region — Google Wallet, United States
0.80×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Google Wallet audience
#·InterestCategoryAffinity×
01WalletHubBusiness & Career41.06×
02Samsung PayTechnology & Electronics38.38×
03Apple PayTechnology & Electronics36.24×
04Contactless paymentBusiness & Career29.82×
05Google PayBusiness & Career14.22×
06Google ImagesInternet & Social Media7.16×
07Mobile paymentBusiness & Career6.89×
08KeychainTechnology & Electronics6.31×
09Cash AppBusiness & Career5.96×
10Digital walletInternet & Social Media5.73×
11TouchscreenTechnology & Electronics5.68×
12Debit cardBusiness & Career5.20×
13Google NewsNews4.18×
14Bank of AmericaBusiness & Career2.73×
15Macy'sShopping2.11×
16Credit cardsBusiness & Career2.11×
17Dollar GeneralShopping1.96×
18Sam's ClubShopping1.83×
19Google MapsInternet & Social Media1.81×
20EBayShopping1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Google 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 Google Wallet audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.60×
TraditionCONSERVATISM1.54×
Convenience OrientationPREMIUM1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Google Wallet audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.94×
Pet OwnershipJOY0.95×
Luxury OrientationPREMIUM0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Google Wallet's target market in United States?

Google Wallet's target market in United States covers an estimated 1,594,229 people, concentrated in California and Texas.

02

What is the gender split and age of Google Wallet customers?

48.2% of the Google Wallet audience are female, 51.8% are male, with an average age of 37.3 years.

03

Which brands do Google Wallet fans like most?

Google Wallet fans show strongest brand affinity for Contactless payment (29.82×), Apple Pay (36.24×), and Google Pay (14.22×) over the country average.

04

Where do Google Wallet fans live in United States?

Google Wallet fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Google Wallet fans also like?

Beyond Google Wallet itself, the audience over-indexes on Apple Pay (36.24×), Google Pay (14.22×), Cash App (5.96×), and WalletHub (41.06×) compared to the United States average.

Appendix

Explore more audiences

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

More Technology & Electronics audiences in United States

See Google 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 Google 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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