Rascasse Audience Intelligence

Morgan Stanley Target Market in United States

A data profile of the people who buy, follow and care about Morgan Stanley in United States — modelled from more than twelve digital signal sources. Morgan Stanley has an estimated audience of 3,852,777 people in United States.

#12among Bank in United States#849among Brand in United States#730in Business & Career

The average Morgan Stanley fan in United States is 42.2 years old, more female, and lives primarily in California.

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

Top brand affinities include Charles Schwab Corporation, Bank of America, Yahoo! Finance, with strongest over-indexing on Charles Schwab Corporation (12.03× the country average).

Demographically, the Morgan Stanley audience skews more female with an average age of 42.2, 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 Morgan Stanley fan in United States is more female, around 42.2 years old, with strong Career Orientation tendencies and a notable affinity for Charles Schwab Corporation.

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 Morgan Stanley profile in United States.

Audience size
3.9M
in United States
Gender
58.4%♀
41.6% male
Age
42.2
average years
Country rank
#8279
Brand in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Morgan Stanley

58.4% are female, 41.6% are male, average age 42.2.

Fig. 02

Gender split

58.4%
Female
41.6%
Male
Demographic split for Morgan Stanley audience in United States
MetricValue
Female58.4%
Male41.6%
Average age42.2
Estimated audience size3,852,777
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Morgan Stanley audience in United States
Age bracketShare%
16-1919%
20-2917%
30-3913%
40-4916%
50+35%
Fig. 04

Worldwide distribution

45.0%

of the worldwide Morgan Stanley audience comes from United States.

Worldwide audience distribution share by country for Morgan Stanley
CountryShare
United States45.0%
India8.5%
United Kingdom6.3%
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 Morgan Stanley audience in United States is strongest.

Fig. 05

Top regions by affinity

Morgan Stanley customers by region in United States
#RegionReachAffinity×
01Vermont~10K2.14×
02New York~400K2.01×
03New Jersey~200K1.94×
04Maryland~100K1.68×
05Connecticut~60K1.68×
06Massachusetts~100K1.53×
07Washington, District of Columbia~20K1.51×
08California~600K1.40×
09Washington~100K1.32×
10Florida~300K1.25×
11Utah~40K1.24×
12Hawaii~20K1.19×
13New Hampshire~20K1.19×
14Virginia~100K1.15×
15Delaware~10K1.13×
16Illinois~100K1.12×
17Pennsylvania~100K1.11×
18Georgia~100K1.11×
19Maine~10K1.10×
20Rhode Island~10K1.10×
21Colorado~60K1.04×
22Idaho~20K0.98×
23Louisiana~50K0.97×
24Oregon~40K0.96×
25Arizona~70K0.95×
26Michigan~90K0.94×
27North Carolina~100K0.92×
28South Carolina~50K0.90×
29Nevada~30K0.88×
30Ohio~100K0.86×
31Alabama~40K0.86×
32Wisconsin~40K0.79×
33New Mexico~10K0.78×
34Alaska~6K0.78×
35Texas~200K0.76×
36Minnesota~40K0.75×
37Indiana~50K0.72×
38Montana~7K0.72×
39Wyoming~4K0.71×
40Tennessee~50K0.68×
41Kentucky~30K0.67×
42Missouri~40K0.66×
43Oklahoma~30K0.62×
44Kansas~20K0.61×
45Iowa~20K0.60×
46West Virginia~10K0.60×
47Nebraska~10K0.59×
48Arkansas~20K0.55×
49Mississippi~20K0.54×
50South Dakota~4K0.52×
Fig. 06

Affinity by region

Affinity by region — Morgan Stanley, United States
0.52×1.00×2.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Morgan Stanley audience
#·InterestCategoryAffinity×
01Merrill LynchBusiness & Career18.33×
02Goldman SachsBusiness & Career15.27×
03C Sharp (programming language)Technology & Electronics12.76×
04AngularJSTechnology & Electronics12.61×
05Stack OverflowTechnology & Electronics12.34×
06Charles Schwab CorporationBusiness & Career12.03×
07JPMorgan ChaseBusiness & Career10.38×
08E-TradeBusiness & Career8.12×
09Fidelity InvestmentsBusiness & Career7.91×
10Bank of AmericaBusiness & Career7.05×
11CitibankBusiness & Career6.56×
12Yahoo! FinanceBusiness & Career6.29×
13MarketWatchBusiness & Career4.49×
14PHPTechnology & Electronics3.86×
15Wells FargoBusiness & Career3.46×
16Indeed.comBusiness & Career3.24×
17ChaseBusiness & Career3.03×
18WeekBusiness & Career2.94×
19Capital OneBusiness & Career2.53×
20CNNMovies & TV1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Morgan Stanley 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 Morgan Stanley audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER4.36×
Risk AppetiteTHRILL1.87×
Need for SecurityCONSERVATISM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Morgan Stanley audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.88×
TraditionCONSERVATISM0.98×
Pet OwnershipJOY1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Morgan Stanley's target market in United States?

Morgan Stanley's target market in United States covers an estimated 3,852,777 people, concentrated in California and New York.

02

What is the gender split and age of Morgan Stanley customers?

58.4% of the Morgan Stanley audience are female, 41.6% are male, with an average age of 42.2 years.

03

Which brands do Morgan Stanley fans like most?

Morgan Stanley fans show strongest brand affinity for Charles Schwab Corporation (12.03×), Bank of America (7.05×), and Yahoo! Finance (6.29×) over the country average.

04

Where do Morgan Stanley fans live in United States?

Morgan Stanley fans in United States are most concentrated in California (reach ~600K), New York (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Morgan Stanley fans also like?

Beyond Morgan Stanley itself, the audience over-indexes on Bank of America (7.05×), Yahoo! Finance (6.29×), Merrill Lynch (18.33×), and Wells Fargo (3.46×) compared to the United States average.

Appendix

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How to read this data

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