Rascasse Audience Intelligence

Peer-to-peer lending Audience in United States

A data profile of the people who buy, follow and care about Peer-to-peer lending in United States — modelled from more than twelve digital signal sources. Peer-to-peer lending has an estimated audience of 565,594 people in United States.

#10898among Topic in United States#2117in Business & Career

The average Peer-to-peer lending fan in United States is 39.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Facebook Messenger, Home equity, Credit Karma, with strongest over-indexing on Facebook Messenger (3.45× the country average).

Demographically, the Peer-to-peer lending audience skews more female with an average age of 39.5, 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 Peer-to-peer lending fan in United States is more female, around 39.5 years old, with strong Career Orientation tendencies and a notable affinity for Facebook Messenger.

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 Peer-to-peer lending profile in United States.

Audience size
566K
in United States
Gender
56.0%♀
44.0% male
Age
39.5
average years
Country rank
#34070
Topic in United States
Fig. 01

Search interest · 12-month trend

-40%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Peer-to-peer lending fans

56.0% are female, 44.0% are male, average age 39.5.

Fig. 02

Gender split

56.0%
Female
44.0%
Male
Demographic split for Peer-to-peer lending audience in United States
MetricValue
Female56.0%
Male44.0%
Average age39.5
Estimated audience size565,594
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Peer-to-peer lending audience in United States
Age bracketShare%
16-1921%
20-2917%
30-3919%
40-4921%
50+22%
Fig. 04

Worldwide distribution

10.8%

of the worldwide Peer-to-peer lending audience comes from United States.

Worldwide audience distribution share by country for Peer-to-peer lending
CountryShare
India20.3%
United States10.8%
Taiwan8.2%
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 Peer-to-peer lending audience in United States is strongest.

Fig. 05

Top regions by affinity

Peer-to-peer lending fans by region: top regions in United States
#RegionReachAffinity×
01Georgia~20K1.32×
02South Carolina~10K1.26×
03Alabama~10K1.22×
04Mississippi~6K1.21×
05North Carolina~20K1.20×
06Tennessee~10K1.20×
07Louisiana~9K1.19×
08Arkansas~5K1.15×
09Florida~40K1.14×
10Kentucky~8K1.12×
11Virginia~20K1.11×
12Indiana~10K1.10×
13Nevada~6K1.10×
14Michigan~20K1.09×
15Ohio~20K1.07×
16Missouri~10K1.07×
17Arizona~10K1.06×
18West Virginia~3K1.06×
19Oklahoma~7K1.05×
20Pennsylvania~20K1.04×
21Kansas~5K1.04×
22Delaware~2K1.02×
23Hawaii~2K1.01×
24Alaska~1K0.99×
25North Dakota~1K0.99×
26Iowa~5K0.98×
27Maine~2K0.98×
28Texas~50K0.97×
29Idaho~3K0.96×
30Rhode Island~2K0.96×
31Montana~2K0.96×
32Vermont<1K0.96×
33New Jersey~10K0.95×
34Maryland~9K0.95×
35New Hampshire~2K0.95×
36South Dakota~1K0.95×
37Washington, District of Columbia~2K0.94×
38Nebraska~3K0.93×
39Oregon~6K0.92×
40Connecticut~5K0.92×
41Washington~10K0.91×
42New Mexico~3K0.91×
43Illinois~20K0.90×
44Colorado~8K0.90×
45Utah~5K0.90×
46New York~30K0.88×
47Wisconsin~7K0.86×
48Minnesota~7K0.86×
49Massachusetts~9K0.82×
50California~50K0.76×
Fig. 06

Affinity by region

Affinity by region — Peer-to-peer lending, United States
0.76×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Peer-to-peer lending audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Peer-to-peer lending audience
#·InterestCategoryAffinity×
01MicrocreditBusiness & Career18.26×
02Cash out refinancingBusiness & Career7.51×
03Compass Business & Career5.45×
04Gated communityHome & Garden5.06×
05Home equityHome & Garden4.67×
06Credit KarmaBusiness & Career4.32×
07Facebook MessengerInternet & Social Media3.45×
08Google NewsNews3.18×
09WhatsAppInternet & Social Media3.05×
10Delivery (commerce)Food & Beverages2.89×
11Credit (finance)Business & Career2.81×
12LoanBusiness & Career2.60×
13Real estate brokerHome & Garden2.41×
14Bank of AmericaBusiness & Career2.23×
15Mortgage loansBusiness & Career2.22×
16Indeed.comBusiness & Career2.20×
17PropertyHome & Garden2.16×
18MSNNews2.01×
19InsuranceBusiness & Career1.89×
20Donald TrumpPolitics & Society1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Peer-to-peer lending 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 Peer-to-peer lending audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.24×
Risk AppetiteTHRILL1.83×
Need for SecurityCONSERVATISM1.79×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Peer-to-peer lending audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.07×
Sports ActivityPOWER1.15×
MindfulnessBALANCE1.17×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Peer-to-peer lending have in United States?

Peer-to-peer lending has an estimated audience of 565,594 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Peer-to-peer lending fans?

56.0% of Peer-to-peer lending fans are female, 44.0% are male, with an average age of 39.5 years.

03

Which brands do Peer-to-peer lending fans like most?

Peer-to-peer lending fans show strongest brand affinity for Facebook Messenger (3.45×), Home equity (4.67×), and Credit Karma (4.32×) over the country average.

04

Where do Peer-to-peer lending fans live in United States?

Peer-to-peer lending fans in United States are most concentrated in California (reach ~50K), Texas (reach ~50K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Peer-to-peer lending fans also like?

Beyond Peer-to-peer lending itself, the audience over-indexes on Home equity (4.67×), Credit Karma (4.32×), Real estate broker (2.41×), and Compass  (5.45×) 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 Peer-to-peer lending audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Peer-to-peer lending. 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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