Rascasse Audience Intelligence

Merrill Lynch Target Market in United States

A data profile of the people who buy, follow and care about Merrill Lynch in United States — modelled from more than twelve digital signal sources. Merrill Lynch has an estimated audience of 3,466,673 people in United States.

#948among Brand in United States#777in Business & Career

The average Merrill Lynch fan in United States is 38.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Charles Schwab Corporation, Yahoo! Finance, Wells Fargo, with strongest over-indexing on Charles Schwab Corporation (22.8× the country average).

Demographically, the Merrill Lynch audience skews more female with an average age of 38.8, 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.

The typical Merrill Lynch fan in United States is more female, around 38.8 years old, with strong Career Orientation tendencies and a notable affinity for Charles Schwab Corporation.

Category: Business & Career · 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 Merrill Lynch profile in United States.

Audience size
3.5M
in United States
Gender
64.0%♀
36.0% male
Age
38.8
average years
Country rank
#9109
Brand in United States
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Merrill Lynch

64.0% are female, 36.0% are male, average age 38.8.

Fig. 02

Gender split

64.0%
Female
36.0%
Male
Demographic split for Merrill Lynch audience in United States
MetricValue
Female64.0%
Male36.0%
Average age38.8
Estimated audience size3,466,673
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Merrill Lynch audience in United States
Age bracketShare%
16-1925%
20-2920%
30-3913%
40-4913%
50+28%
Fig. 04

Worldwide distribution

74.3%

of the worldwide Merrill Lynch audience comes from United States.

Worldwide audience distribution share by country for Merrill Lynch
CountryShare
United States74.3%
India3.5%
United Kingdom2.9%
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 Merrill Lynch audience in United States is strongest.

Fig. 05

Top regions by affinity

Merrill Lynch customers by region in United States
#RegionReachAffinity×
01Connecticut~50K1.70×
02New Jersey~100K1.60×
03Delaware~10K1.45×
04Florida~300K1.42×
05Michigan~100K1.41×
06Arkansas~30K1.35×
07Massachusetts~80K1.31×
08New York~200K1.30×
09South Carolina~60K1.23×
10Georgia~100K1.22×
11Virginia~90K1.22×
12Rhode Island~10K1.20×
13Maryland~60K1.16×
14North Carolina~100K1.15×
15Louisiana~50K1.15×
16Alabama~50K1.14×
17Washington, District of Columbia~10K1.11×
18California~400K1.10×
19Illinois~100K1.07×
20Pennsylvania~100K1.06×
21Maine~10K1.06×
22Texas~300K1.05×
23Alaska~7K1.05×
24New Hampshire~10K1.04×
25Arizona~60K1.01×
26Ohio~90K1.00×
27Colorado~50K0.98×
28Vermont~5K0.97×
29Tennessee~60K0.95×
30Washington~60K0.94×
31Nevada~30K0.93×
32Missouri~40K0.91×
33Oklahoma~30K0.90×
34Indiana~50K0.87×
35Hawaii~10K0.86×
36Mississippi~20K0.82×
37New Mexico~10K0.82×
38Montana~7K0.78×
39Oregon~30K0.77×
40Kentucky~30K0.76×
41Kansas~20K0.75×
42Minnesota~30K0.71×
43West Virginia~10K0.71×
44Utah~20K0.68×
45Iowa~20K0.66×
46Nebraska~10K0.66×
47Wisconsin~30K0.63×
48South Dakota~4K0.61×
49Idaho~9K0.59×
50North Dakota~4K0.56×
Fig. 06

Affinity by region

Affinity by region — Merrill Lynch, United States
0.56×1.00×1.70×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Merrill Lynch audience
#·InterestCategoryAffinity×
01Caring.comBusiness & Career54.23×
02TIAA–CREFBusiness & Career39.89×
03Stock splitBusiness & Career35.60×
04Edward Jones InvestmentsBusiness & Career26.49×
05Charles Schwab CorporationBusiness & Career22.80×
06American FundsBusiness & Career22.11×
07TD AmeritradeBusiness & Career21.93×
08LPL FinancialBusiness & Career21.11×
09Goldman SachsBusiness & Career16.99×
10Morgan StanleyBusiness & Career16.92×
11Fidelity InvestmentsBusiness & Career11.73×
12The Motley FoolBusiness & Career10.04×
13E-TradeBusiness & Career9.79×
14401(k)Business & Career8.48×
15Yahoo! FinanceBusiness & Career8.30×
16CitibankBusiness & Career6.78×
17Wells FargoBusiness & Career5.32×
18ChaseBusiness & Career4.65×
19WeekBusiness & Career4.23×
20Bank of AmericaBusiness & Career4.16×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Merrill Lynch 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 Merrill Lynch audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER3.49×
Risk AppetiteTHRILL2.02×
Need for SecurityCONSERVATISM1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Merrill Lynch audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.90×
TraditionCONSERVATISM0.94×
CreativityOPEN0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Merrill Lynch's target market in United States?

Merrill Lynch's target market in United States covers an estimated 3,466,673 people, concentrated in California and Florida.

02

What is the gender split and age of Merrill Lynch customers?

64.0% of the Merrill Lynch audience are female, 36.0% are male, with an average age of 38.8 years.

03

Which brands do Merrill Lynch fans like most?

Merrill Lynch fans show strongest brand affinity for Charles Schwab Corporation (22.8×), Yahoo! Finance (8.3×), and Wells Fargo (5.32×) over the country average.

04

Where do Merrill Lynch fans live in United States?

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

05

What other brands do Merrill Lynch fans also like?

Beyond Merrill Lynch itself, the audience over-indexes on Yahoo! Finance (8.3×), Wells Fargo (5.32×), Caring.com (54.23×), and Morgan Stanley (16.92×) 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 Merrill Lynch audiences in other countries

How to read this data

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