Online banking Audience in United States

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Online banking has an estimated audience of 14,339,952 people in United States. 47.3% are female, 52.7% are male, average age 41.8. Top regions: California, Florida, Texas. Top brand affinities: Home equity loan, Electronic funds transfer, Loan origination, Cash out refinancing, M&T Bank.

The average Online banking fan in United States is 41.8 years old, balanced, and lives primarily in California. The audience is concentrated in California, Florida, Texas. Top brand affinities include Home equity loan, Electronic funds transfer, Loan origination, with strongest over-indexing on Home equity loan (24.91× the country average). Demographically, the Online banking audience skews balanced with an average age of 41.8, and over-indexes on personality traits such as Family Orientation, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Topic

Demographics of Online banking fans

Demographic split for Online banking audience in United States
MetricValue
Female47.3%
Male52.7%
Average age41.8
Estimated audience size14,339,952

Audience persona

The typical Online banking fan in United States is balanced, around 41.8 years old, with strong Family Orientation tendencies and a notable affinity for Home equity loan.

Top regions in United States

Top regions ranked by reach for Online banking in United States
RegionReachAffinity
California1,051,7620.67×
Florida970,2501×
Texas957,4030.78×
Pennsylvania910,4191.89×
Ohio691,8131.57×
New York600,1280.75×
North Carolina504,3281.17×
Georgia493,6811.12×
Illinois470,3040.98×
Michigan392,3351.05×
New Jersey362,5860.99×
Alabama335,0441.67×
Tennessee321,8141.12×
Indiana310,8011.19×
Kentucky296,0371.65×
Maryland278,1441.13×
Washington274,1580.95×
Virginia255,9670.73×
Missouri222,3070.96×
Massachusetts219,4920.78×
Minnesota217,6061.06×
Mississippi206,6721.75×
Arkansas197,3271.67×
Arizona195,0850.67×
Louisiana193,5841.05×
South Carolina189,7260.88×
Hawaii173,5902.82×
Oregon155,1170.94×
Colorado146,3170.65×
Connecticut139,5320.97×
Oklahoma136,7500.86×
Wisconsin132,3480.61×
Nevada112,8400.81×
Iowa83,5770.71×
Kansas79,8120.71×
Washington, District of Columbia79,4621.84×
Utah63,1780.49×
Delaware60,5881.53×
West Virginia59,8040.9×
Nebraska50,8240.71×
New Mexico49,7650.69×
Rhode Island44,7390.98×
Idaho44,2620.62×
New Hampshire42,7540.76×
Maine34,7030.68×
Montana21,9000.55×
North Dakota20,9550.71×
South Dakota20,2000.61×
Vermont18,2810.73×
Alaska14,5910.48×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Online banking audience
BrandAffinityCategory
Home equity loan24.91×Business & Career
Electronic funds transfer11.67×Business & Career
Loan origination28.32×Business & Career
Cash out refinancing16.85×Business & Career
M&T Bank12.73×Business & Career
Investment strategy9.26×Business & Career
Retirement age12.17×Business & Career
Branch (banking)20.39×Business & Career
Toronto-Dominion Bank7.66×Business & Career
Planned maintenance6.73×Business & Career
Mortgage calculator6.2×Home & Garden
Google Docs3.83×Internet & Social Media
Gmail3.82×Internet & Social Media
Concurrent Versions System3.68×Technology & Electronics
Money2.76×Business & Career
Menards4.17×Home & Garden
Mobile phones2.3×Technology & Electronics
U.S. state2.3×Travel & Leisure
Banking2.83×Business & Career
Friendship2.62×Kids & Family

Psychographic profile

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

Top personality traits over-indexed by Online banking audience
TraitClusterScore
Family OrientationCONSERVATISM1.56
Quality AwarenessPREMIUM1.36
TravellingTHRILL1.35
Price SensitivityPREMIUM1.31
Career OrientationPOWER1.3
Need for SecurityCONSERVATISM1.22

Worldwide distribution

Worldwide audience distribution share by country for Online banking
CountryShare
United States10.8%
India5.6%
Brazil4.6%

See Online banking audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Online banking have in United States?

Online banking has an estimated audience of 14,339,952 people in United States, concentrated in California and Florida.

What is the gender split and age of Online banking fans?

47.3% of Online banking fans are female, 52.7% are male, with an average age of 41.8 years.

Which brands do Online banking fans like most?

Online banking fans show strongest brand affinity for Home equity loan (24.91×), Electronic funds transfer (11.67×), and Loan origination (28.32×) over the country average.

Where do Online banking fans live in United States?

Online banking fans in United States are most concentrated in California (reach 1,051,762), Florida (reach 970,250), and Texas (reach 957,403). These three regions account for the largest share of the active audience.

What other brands do Online banking fans also like?

Beyond Online banking itself, the audience over-indexes on Electronic funds transfer (11.67×), Loan origination (28.32×), Cash out refinancing (16.85×), and M&T Bank (12.73×) 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 Online banking. 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.