Northern Trust Audience in United States

Northern Trust logo

Northern Trust has an estimated audience of 414,031 people in United States. 29.8% are female, 70.2% are male, average age 44.3. Top regions: Illinois, Florida, California. Top brand affinities: Morningstar, American Funds, TIAA–CREF, Citigroup, BlackRock.

The average Northern Trust fan in United States is 44.3 years old, more male, and lives primarily in Illinois. The audience is concentrated in Illinois, Florida, California. Top brand affinities include Morningstar, American Funds, TIAA–CREF, with strongest over-indexing on Morningstar (72.89× the country average). Demographically, the Northern Trust audience skews more male with an average age of 44.3, and over-indexes on personality traits such as Career Orientation, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Brand · Subtype: Financial services company

Demographics of Northern Trust fans

Demographic split for Northern Trust audience in United States
MetricValue
Female29.8%
Male70.2%
Average age44.3
Estimated audience size414,031

Audience persona

The typical Northern Trust fan in United States is more male, around 44.3 years old, with strong Career Orientation tendencies and a notable affinity for Morningstar.

Top regions in United States

Top regions ranked by reach for Northern Trust in United States
RegionReachAffinity
Illinois132,4989.61×
Florida73,4032.62×
California41,9500.92×
Texas39,3401.11×
New York31,8991.38×
Arizona20,5592.43×
Michigan13,5751.25×
Massachusetts11,4011.4×
Pennsylvania10,1030.72×
Georgia10,1010.79×
New Jersey10,0330.95×
North Carolina9,6190.77×
Virginia9,3730.93×
Ohio9,1660.72×
Wisconsin8,1291.31×
Indiana7,9591.05×
Colorado7,5411.16×
Connecticut6,3501.53×
Missouri6,0090.9×
Washington6,0010.72×
Maryland4,9520.7×
Minnesota4,9520.83×
Tennessee4,9200.59×
South Carolina4,2140.68×
Kentucky3,8570.74×
Oregon2,6570.56×
Nevada2,6320.66×
Utah2,6120.7×
Iowa2,5250.74×
Alabama2,2900.4×
Kansas2,0410.63×
Washington, District of Columbia1,9861.6×
Louisiana1,9650.37×
Oklahoma1,7770.39×
Arkansas1,4560.43×
Idaho1,2720.61×
New Mexico1,2650.61×
Mississippi1,2030.35×
New Hampshire1,1970.73×
Hawaii9850.55×
Maine9480.64×
Nebraska9410.45×
Rhode Island8300.63×
Delaware7250.63×
Montana6800.59×
Vermont5830.8×
West Virginia5340.28×
Alaska5200.59×
Wyoming4120.67×
South Dakota2880.3×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Northern Trust audience
BrandAffinityCategory
Morningstar72.89×Business & Career
American Funds80.17×Business & Career
TIAA–CREF96.33×Business & Career
Citigroup75×Business & Career
BlackRock44.79×Business & Career
World Economic Forum73.25×Politics & Society
Boston Bruins20.31×Sports
Ryder Cup14.58×Sports
Exxon13.35×Cars & Mobility
PGA Tour7.34×Sports
StockTwits29.57×Business & Career
Halliburton38.13×Business & Career
T. Rowe Price22.08×Business & Career
Boston Red Sox8.55×Sports
Fidelity Investments13.75×Business & Career
Natural gas8×Cars & Mobility
Merrill Lynch16.17×Business & Career
Prudential Financial41.27×Business & Career
FlightAware9.29×Travel & Leisure
Chemical engineering25.51×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Northern Trust audience
TraitClusterScore
Career OrientationPOWER1.53
PatriotismCONSERVATISM1.47
IndulgenceJOY1.38
TravellingTHRILL1.32
Community OrientationOPEN1.29
Quality AwarenessPREMIUM1.26

Worldwide distribution

Worldwide audience distribution share by country for Northern Trust
CountryShare
United States49.9%
India20.9%
United Kingdom9.4%

See Northern Trust audiences in other countries

More Financial services company audiences in United States

Frequently asked questions

How many fans does Northern Trust have in United States?

Northern Trust has an estimated audience of 414,031 people in United States, concentrated in Illinois and Florida.

What is the gender split and age of Northern Trust fans?

29.8% of Northern Trust fans are female, 70.2% are male, with an average age of 44.3 years.

Which brands do Northern Trust fans like most?

Northern Trust fans show strongest brand affinity for Morningstar (72.89×), American Funds (80.17×), and TIAA–CREF (96.33×) over the country average.

Where do Northern Trust fans live in United States?

Northern Trust fans in United States are most concentrated in Illinois (reach 132,498), Florida (reach 73,403), and California (reach 41,950). These three regions account for the largest share of the active audience.

What other brands do Northern Trust fans also like?

Beyond Northern Trust itself, the audience over-indexes on American Funds (80.17×), TIAA–CREF (96.33×), Citigroup (75×), and BlackRock (44.79×) compared to the United States average.

How to read this data

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