Rascasse Audience Intelligence

Online banking Audience in United States

A data profile of the people who buy, follow and care about Online banking in United States — modelled from more than twelve digital signal sources. Online banking has an estimated audience of 14,339,952 people in United States.

#1649among Topic in United States#252in Business & Career

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, Texas, Florida.

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 Need for Security, Family Orientation.

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

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

Category: Business & Career · Type: Topic

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 Online banking profile in United States.

Audience size
14.3M
in United States
Gender
47.3%♀
52.7% male
Age
41.8
average years
Country rank
#2447
Topic in United States
Fig. 01

Search interest · 12-month trend

-70%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Online banking fans

47.3% are female, 52.7% are male, average age 41.8.

Fig. 02

Gender split

47.3%
Female
52.7%
Male
Demographic split for Online banking audience in United States
MetricValue
Female47.3%
Male52.7%
Average age41.8
Estimated audience size14,339,952
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Online banking audience in United States
Age bracketShare%
16-1915%
20-2918%
30-3919%
40-4921%
50+27%
Fig. 04

Worldwide distribution

10.8%

of the worldwide Online banking audience comes from United States.

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

Fig. 05

Top regions by affinity

Online banking fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~200K2.53×
02Mississippi~200K1.72×
03Washington, District of Columbia~70K1.66×
04Pennsylvania~800K1.64×
05Alabama~300K1.56×
06Arkansas~200K1.54×
07Kentucky~300K1.47×
08Delaware~60K1.47×
09Ohio~600K1.39×
10Georgia~500K1.21×
11Louisiana~200K1.21×
12North Carolina~500K1.14×
13Tennessee~300K1.10×
14Indiana~300K1.10×
15West Virginia~70K1.09×
16Maryland~300K1.08×
17Connecticut~200K1.07×
18Florida~1M1.03×
19South Carolina~200K1.03×
20Michigan~400K1.01×
21Missouri~200K0.99×
22New Jersey~400K0.98×
23Minnesota~200K0.98×
24Illinois~500K0.97×
25Rhode Island~40K0.96×
26Oklahoma~100K0.93×
27Oregon~100K0.90×
28Nevada~100K0.89×
29Washington~300K0.88×
30New Hampshire~50K0.88×
31Vermont~20K0.86×
32Virginia~300K0.85×
33Texas~1M0.84×
34Kansas~90K0.83×
35North Dakota~20K0.82×
36New York~700K0.81×
37New Mexico~60K0.81×
38Massachusetts~200K0.78×
39Nebraska~60K0.78×
40Maine~40K0.78×
41Arizona~200K0.77×
42California~1M0.76×
43Iowa~90K0.76×
44Colorado~200K0.75×
45South Dakota~20K0.74×
46Montana~30K0.73×
47Alaska~20K0.72×
48Wisconsin~200K0.70×
49Idaho~50K0.68×
50Utah~80K0.63×
Fig. 06

Affinity by region

Affinity by region — Online banking, United States
0.63×1.00×2.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Online banking audience
#·InterestCategoryAffinity×
01Loan originationBusiness & Career28.32×
02Home equity loanBusiness & Career24.91×
03Branch (banking)Business & Career20.39×
04Cash out refinancingBusiness & Career16.85×
05M&T BankBusiness & Career12.73×
06Retirement ageBusiness & Career12.17×
07Electronic funds transferBusiness & Career11.67×
08Investment strategyBusiness & Career9.26×
09Toronto-Dominion BankBusiness & Career7.66×
10Planned maintenanceBusiness & Career6.73×
11Mortgage calculatorHome & Garden6.20×
12MenardsHome & Garden4.17×
13Google DocsInternet & Social Media3.83×
14GmailInternet & Social Media3.82×
15Concurrent Versions SystemTechnology & Electronics3.68×
16BankingBusiness & Career2.83×
17MoneyBusiness & Career2.76×
18FriendshipKids & Family2.62×
19Mobile phonesTechnology & Electronics2.30×
20U.S. stateTravel & Leisure2.30×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Online banking 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 Online banking audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.37×
Family OrientationCONSERVATISM2.11×
Price SensitivityPREMIUM1.97×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Online banking audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.57×
Design AffinityPREMIUM0.59×
Early Adopter MentalityPOWER0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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 Texas.

02

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.

03

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.

04

Where do Online banking fans live in United States?

Online banking fans in United States are most concentrated in California (reach ~1M), Texas (reach ~1M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Online banking audiences in other countries

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.

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