Payment Audience in United States

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Payment has an estimated audience of 18,724,092 people in United States. 49.0% are female, 51.0% are male, average age 43.3. Top regions: California, Texas, Florida. Top brand affinities: Staples (Canada), MSN, Great Clips, United States Postal Service, Contactless payment.

The average Payment fan in United States is 43.3 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Staples (Canada), MSN, Great Clips, with strongest over-indexing on Staples (Canada) (3.74× the country average). Demographically, the Payment audience skews balanced with an average age of 43.3, and over-indexes on personality traits such as Price Sensitivity, Family Orientation. 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 Payment fans

Demographic split for Payment audience in United States
MetricValue
Female49.0%
Male51.0%
Average age43.3
Estimated audience size18,724,092

Audience persona

The typical Payment fan in United States is balanced, around 43.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Staples (Canada).

Top regions in United States

Top regions ranked by reach for Payment in United States
RegionReachAffinity
California1,692,4540.82×
Texas1,632,3481.01×
Florida1,269,5681×
New York998,9320.95×
Georgia742,9361.29×
Pennsylvania642,2151.02×
North Carolina630,0671.12×
Ohio604,8321.05×
Illinois599,4360.96×
Michigan562,8951.15×
Tennessee479,6361.28×
Virginia424,6360.93×
Alabama411,1601.57×
Louisiana394,0051.63×
Indiana393,0941.15×
Arizona382,4181×
New Jersey380,1710.8×
Missouri367,2801.22×
South Carolina345,2471.23×
Washington312,1780.83×
Kentucky308,8261.32×
Oklahoma307,5591.48×
Mississippi299,5091.94×
Maryland286,0900.89×
Massachusetts284,2660.77×
Arkansas255,1961.65×
Wisconsin243,4600.86×
Colorado230,4280.78×
Minnesota204,5860.76×
Oregon182,8940.85×
Nevada176,3310.97×
Connecticut149,7470.8×
Iowa142,8110.93×
Kansas133,6800.91×
New Mexico128,4791.37×
West Virginia122,0601.4×
Utah102,6740.61×
Nebraska77,3790.82×
Idaho72,7820.78×
Maine63,0030.94×
Hawaii56,2370.7×
New Hampshire52,9870.72×
Delaware44,5280.86×
Rhode Island43,0080.72×
Montana41,8360.81×
Washington, District of Columbia39,6500.7×
South Dakota33,9280.78×
Alaska29,9640.75×
North Dakota27,2320.71×
Wyoming21,2430.77×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Payment audience
BrandAffinityCategory
Staples (Canada)3.74×Business & Career
MSN2.78×News
Great Clips3.21×Beauty & Wellness
United States Postal Service2.05×Business & Career
Contactless payment7.16×Business & Career
Hobby Lobby1.86×Home & Garden
Credit (finance)2.65×Business & Career
Aubrey Plaza5.64×Movies & TV
Jack Black5.54×Movies & TV
Google Flights2.47×Travel & Leisure
Planet Fitness1.7×Sports
Email1.66×Technology & Electronics
Best Buy1.67×Shopping
Aldi1.65×Shopping
T-Mobile1.6×Technology & Electronics
Navy Federal Credit Union3.96×Business & Career
Used car1.95×Cars & Mobility
Dollar General1.54×Shopping
AutoZone1.58×Cars & Mobility
Home insurance2.66×Business & Career

Psychographic profile

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

Top personality traits over-indexed by Payment audience
TraitClusterScore
Price SensitivityPREMIUM1.29
Family OrientationCONSERVATISM1.25
Need for SecurityCONSERVATISM1.25
Quality AwarenessPREMIUM1.2
Career OrientationPOWER1.18
ExtroversionTHRILL1.17

Worldwide distribution

Worldwide audience distribution share by country for Payment
CountryShare
United States19.0%
India7.5%
United Kingdom6.2%

See Payment audiences in other countries

More Business & Career audiences in United States

Frequently asked questions

How many fans does Payment have in United States?

Payment has an estimated audience of 18,724,092 people in United States, concentrated in California and Texas.

What is the gender split and age of Payment fans?

49.0% of Payment fans are female, 51.0% are male, with an average age of 43.3 years.

Which brands do Payment fans like most?

Payment fans show strongest brand affinity for Staples (Canada) (3.74×), MSN (2.78×), and Great Clips (3.21×) over the country average.

Where do Payment fans live in United States?

Payment fans in United States are most concentrated in California (reach 1,692,454), Texas (reach 1,632,348), and Florida (reach 1,269,568). These three regions account for the largest share of the active audience.

What other brands do Payment fans also like?

Beyond Payment itself, the audience over-indexes on MSN (2.78×), Great Clips (3.21×), United States Postal Service (2.05×), and Contactless payment (7.16×) 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 Payment. 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.