Rascasse Audience Intelligence

M&T Bank Target Market in United States

A data profile of the people who buy, follow and care about M&T Bank in United States — modelled from more than twelve digital signal sources. M&T Bank has an estimated audience of 7,545,651 people in United States.

#9among Bank in United States#488among Brand in United States#444in Business & Career

The average M&T Bank fan in United States is 42.9 years old, balanced, and lives primarily in New York.

The audience is concentrated in New York, Maryland, Connecticut.

Top brand affinities include Washington Federal, QS Top MBA, KeyBank, with strongest over-indexing on Washington Federal (240.62× the country average).

Demographically, the M&T Bank audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical M&T Bank fan in United States is balanced, around 42.9 years old, with strong Career Orientation tendencies and a notable affinity for Washington Federal.

Category: Business & Career · Type: Brand · Subtype: Bank

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 M&T Bank profile in United States.

Audience size
7.5M
in United States
Gender
45.2%♀
54.8% male
Age
42.9
average years
Country rank
#4697
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of M&T Bank

45.2% are female, 54.8% are male, average age 42.9.

Fig. 02

Gender split

45.2%
Female
54.8%
Male
Demographic split for M&T Bank audience in United States
MetricValue
Female45.2%
Male54.8%
Average age42.9
Estimated audience size7,545,651
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the M&T Bank audience in United States
Age bracketShare%
16-198%
20-2918%
30-3924%
40-4927%
50+23%
Fig. 04

Worldwide distribution

96.4%

of the worldwide M&T Bank audience comes from United States.

Worldwide audience distribution share by country for M&T Bank
CountryShare
United States96.4%
China0.6%
Canada0.3%
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 M&T Bank audience in United States is strongest.

Fig. 05

Top regions by affinity

M&T Bank customers by region in United States
#RegionReachAffinity×
01Delaware~200K8.63×
02Connecticut~600K8.62×
03Vermont~90K6.58×
04Maryland~800K6.34×
05New York~1M2.73×
06New Hampshire~70K2.34×
07Pennsylvania~500K2.09×
08Massachusetts~200K1.57×
09Washington, District of Columbia~30K1.31×
10Maine~30K1.17×
11New Jersey~200K1.16×
12Virginia~100K0.79×
13West Virginia~30K0.72×
14Rhode Island~9K0.39×
15South Carolina~40K0.33×
16Alaska~5K0.31×
17Florida~200K0.30×
18North Dakota~5K0.30×
19Montana~6K0.28×
20South Dakota~5K0.28×
21North Carolina~60K0.27×
22Georgia~60K0.26×
23Kentucky~20K0.25×
24Alabama~30K0.24×
25Louisiana~20K0.23×
26Mississippi~10K0.23×
27Arkansas~10K0.23×
28Idaho~9K0.23×
29New Mexico~8K0.23×
30Indiana~30K0.22×
31Colorado~30K0.22×
32Texas~100K0.21×
33Arizona~30K0.21×
34Tennessee~30K0.21×
35Kansas~10K0.21×
36Hawaii~7K0.21×
37Oklahoma~20K0.20×
38Ohio~40K0.19×
39Nebraska~7K0.19×
40Missouri~20K0.18×
41Utah~10K0.18×
42Nevada~10K0.17×
43Iowa~10K0.17×
44Michigan~30K0.16×
45Illinois~40K0.15×
46Wisconsin~20K0.15×
47Minnesota~20K0.15×
48Oregon~10K0.15×
49Washington~20K0.14×
50California~90K0.11×
Fig. 06

Affinity by region

Affinity by region — M&T Bank, United States
0.11×1.00×8.63×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the M&T Bank audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for M&T Bank audience
#·InterestCategoryAffinity×
01Washington FederalBusiness & Career240.62×
02Nomura SecuritiesBusiness & Career222.81×
03QS Top MBATopic216.35×
04Allied Irish BanksBusiness & Career85.06×
05M&T Bank StadiumSports82.37×
06Common Management Admission TestBusiness & Career77.96×
07Alliant Credit UnionBusiness & Career53.30×
08TIAA–CREFBusiness & Career37.12×
09EverBankBusiness & Career32.12×
10Network SolutionsTechnology & Electronics29.13×
11EastWest BankBusiness & Career28.35×
12PepcoFashion & Accessoires23.15×
13KeyBankBusiness & Career18.60×
14Suncoast Credit UnionBusiness & Career18.07×
15Resistance (series)Games13.71×
16Buffalo, New YorkTravel & Leisure6.46×
17CitibankBusiness & Career5.91×
18Bank of AmericaBusiness & Career3.30×
19Capital OneBusiness & Career3.15×
20FIFA World Cup 2026Sports2.23×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the M&T Bank 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 M&T Bank audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.42×
Need for SecurityCONSERVATISM1.30×
Social Media UsageJOY1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by M&T Bank audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.84×
SpiritualityBALANCE0.88×
Sports ActivityPOWER0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is M&T Bank's target market in United States?

M&T Bank's target market in United States covers an estimated 7,545,651 people, concentrated in New York and Maryland.

02

What is the gender split and age of M&T Bank customers?

45.2% of the M&T Bank audience are female, 54.8% are male, with an average age of 42.9 years.

03

Which brands do M&T Bank fans like most?

M&T Bank fans show strongest brand affinity for Washington Federal (240.62×), QS Top MBA (216.35×), and KeyBank (18.6×) over the country average.

04

Where do M&T Bank fans live in United States?

M&T Bank fans in United States are most concentrated in New York (reach ~1M), Maryland (reach ~800K), and Connecticut (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do M&T Bank fans also like?

Beyond M&T Bank itself, the audience over-indexes on QS Top MBA (216.35×), KeyBank (18.6×), Alliant Credit Union (53.3×), and Allied Irish Banks (85.06×) compared to the United States average.

Appendix

Explore more audiences

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

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See M&T Bank audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for M&T Bank. 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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