Rascasse Audience Intelligence

MasterCard Target Market in United States

A data profile of the people who buy, follow and care about MasterCard in United States — modelled from more than twelve digital signal sources. MasterCard has an estimated audience of 3,834,583 people in United States.

#3among Credit card in United States#855among Brand in United States#738in Business & Career

The average MasterCard fan in United States is 43.1 years old, balanced, and lives primarily in New York.

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

Top brand affinities include Electronic funds transfer, Instant messaging, Toronto-Dominion Bank, with strongest over-indexing on Electronic funds transfer (6.13× the country average).

Demographically, the MasterCard audience skews balanced with an average age of 43.1, and over-indexes on personality traits such as Need for Security, Travelling.

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

The typical MasterCard fan in United States is balanced, around 43.1 years old, with strong Need for Security tendencies and a notable affinity for Electronic funds transfer.

Category: Business & Career · Type: Brand · Subtype: Credit card

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 MasterCard profile in United States.

Audience size
3.8M
in United States
Gender
50.2%♀
49.8% male
Age
43.1
average years
Country rank
#8312
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 MasterCard

50.2% are female, 49.8% are male, average age 43.1.

Fig. 02

Gender split

50.2%
Female
49.8%
Male
Demographic split for MasterCard audience in United States
MetricValue
Female50.2%
Male49.8%
Average age43.1
Estimated audience size3,834,583
Fig. 03

Age distribution

Ø 43.1
average years
Age distribution of the MasterCard audience in United States
Age bracketShare%
16-1911%
20-2917%
30-3920%
40-4925%
50+28%
Fig. 04

Worldwide distribution

11.9%

of the worldwide MasterCard audience comes from United States.

Worldwide audience distribution share by country for MasterCard
CountryShare
United States11.9%
Brazil8.7%
Mexico5.8%
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 MasterCard audience in United States is strongest.

Fig. 05

Top regions by affinity

MasterCard customers by region in United States
#RegionReachAffinity×
01Missouri~200K3.36×
02New York~400K2.00×
03Connecticut~50K1.40×
04Washington, District of Columbia~20K1.38×
05New Jersey~100K1.37×
06Virginia~100K1.23×
07Florida~300K1.19×
08Georgia~100K1.09×
09Massachusetts~80K1.07×
10Mississippi~30K1.05×
11Texas~300K1.01×
12Illinois~100K1.01×
13Maryland~70K1.01×
14Rhode Island~10K1.01×
15Arkansas~30K1.00×
16Louisiana~50K0.97×
17California~400K0.96×
18North Carolina~100K0.96×
19Tennessee~70K0.96×
20Kentucky~50K0.96×
21Maine~10K0.96×
22Oklahoma~40K0.95×
23Hawaii~20K0.95×
24Pennsylvania~100K0.94×
25Alabama~50K0.94×
26West Virginia~20K0.92×
27New Hampshire~10K0.92×
28Indiana~60K0.91×
29Kansas~30K0.91×
30Michigan~90K0.90×
31Nevada~30K0.90×
32Nebraska~20K0.90×
33Ohio~100K0.89×
34South Carolina~50K0.89×
35Iowa~30K0.88×
36Delaware~9K0.88×
37Minnesota~50K0.86×
38New Mexico~20K0.86×
39Vermont~6K0.86×
40South Dakota~7K0.84×
41Wisconsin~50K0.83×
42North Dakota~7K0.83×
43Montana~9K0.82×
44Arizona~60K0.78×
45Colorado~50K0.78×
46Oregon~30K0.77×
47Utah~30K0.76×
48Washington~60K0.75×
49Alaska~6K0.73×
50Idaho~10K0.72×
Fig. 06

Affinity by region

Affinity by region — MasterCard, United States
0.72×1.00×3.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MasterCard audience
#·InterestCategoryAffinity×
01Merrill LynchBusiness & Career10.38×
02Electronic funds transferBusiness & Career6.13×
03Toronto-Dominion BankBusiness & Career5.35×
04Google FlightsTravel & Leisure3.71×
05Instant messagingInternet & Social Media2.76×
06Concurrent Versions SystemTechnology & Electronics2.75×
07GmailInternet & Social Media2.73×
08Dollar GeneralShopping2.36×
09Los AngelesTravel & Leisure2.23×
10FriendshipKids & Family2.21×
11MoneyBusiness & Career2.07×
12TelevisionsTechnology & Electronics1.96×
13Mobile phonesTechnology & Electronics1.95×
14Video gamesGames1.90×
15United StatesTravel & Leisure1.78×
16Personal financeBusiness & Career1.69×
17ComputersTechnology & Electronics1.67×
18BusinessBusiness & Career1.66×
19Outdoor recreationSports1.52×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MasterCard 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 MasterCard audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.01×
TravellingTHRILL1.67×
Career OrientationPOWER1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MasterCard audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.77×
ExtroversionTHRILL0.78×
Early Adopter MentalityPOWER0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is MasterCard's target market in United States?

MasterCard's target market in United States covers an estimated 3,834,583 people, concentrated in New York and California.

02

What is the gender split and age of MasterCard customers?

50.2% of the MasterCard audience are female, 49.8% are male, with an average age of 43.1 years.

03

Which brands do MasterCard fans like most?

MasterCard fans show strongest brand affinity for Electronic funds transfer (6.13×), Instant messaging (2.76×), and Toronto-Dominion Bank (5.35×) over the country average.

04

Where do MasterCard fans live in United States?

MasterCard fans in United States are most concentrated in New York (reach ~400K), California (reach ~400K), and Texas (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do MasterCard fans also like?

Beyond MasterCard itself, the audience over-indexes on Instant messaging (2.76×), Toronto-Dominion Bank (5.35×), Televisions (1.96×), and United States (1.78×) compared to the United States average.

Appendix

Explore more audiences

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

More Credit card audiences in United States

See MasterCard audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for MasterCard. 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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →