Personal finance Audience in United States

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Personal finance has an estimated audience of 126,602,518 people in United States. 50.5% are female, 49.5% are male, average age 42.3. Top regions: California, Texas, Georgia. Top brand affinities: Medicare (United States), Social Security (United States), Discount card, Stockbroker, Electronic trading platform.

The average Personal finance fan in United States is 42.3 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Georgia. Top brand affinities include Medicare (United States), Social Security (United States), Discount card, with strongest over-indexing on Medicare (United States) (1.54× the country average). Demographically, the Personal finance audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as Family Orientation, Career 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 · Subtype: Lifestyle cluster

Demographics of Personal finance fans

Demographic split for Personal finance audience in United States
MetricValue
Female50.5%
Male49.5%
Average age42.3
Estimated audience size126,602,518

Audience persona

The typical Personal finance fan in United States is balanced, around 42.3 years old, with strong Family Orientation tendencies and a notable affinity for Medicare (United States).

Top regions in United States

Top regions ranked by reach for Personal finance in United States
RegionReachAffinity
California13,076,0100.94×
Texas9,078,2380.83×
Georgia7,740,0002.77×
Florida7,245,9770.85×
New York7,132,6311.01×
Illinois4,173,5800.99×
North Carolina3,794,2511×
Tennessee3,708,2441.46×
Pennsylvania3,657,2430.86×
Virginia3,583,8581.16×
Ohio3,305,0870.85×
Michigan3,290,1830.99×
Indiana3,008,6181.3×
New Jersey2,924,3870.91×
Massachusetts2,676,6981.07×
Missouri2,435,9861.19×
South Carolina2,369,0431.24×
Washington2,352,5850.93×
Arizona2,135,1750.83×
Maryland2,097,5620.96×
Mississippi2,070,0002.97×
Colorado1,802,7810.9×
Wisconsin1,798,2890.94×
Kentucky1,652,2171.04×
Minnesota1,571,7700.87×
Alabama1,566,2310.89×
Louisiana1,547,7010.95×
Connecticut1,375,4191.08×
Oregon1,369,2760.94×
Kansas1,102,0501.1×
Utah947,0770.84×
Arkansas936,3600.9×
Oklahoma922,6580.66×
Nevada817,4230.67×
Iowa780,3350.75×
Washington, District of Columbia698,5981.84×
Nebraska627,5930.99×
Maine518,9141.14×
West Virginia448,2480.76×
Hawaii447,7550.82×
Idaho444,3700.7×
New Hampshire385,6330.77×
New Mexico375,6480.59×
Rhode Island314,6830.78×
Alaska269,7061×
Montana246,5820.7×
Delaware225,4470.65×
South Dakota209,4250.72×
North Dakota170,8440.66×
Vermont134,1210.6×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Personal finance audience
BrandAffinityCategory
Medicare (United States)1.54×Health
Social Security (United States)1.55×Politics & Society
Discount card1.77×Shopping
Stockbroker1.91×Business & Career
Electronic trading platform1.51×Business & Career
Algorithmic trading1.89×Business & Career
Zomato1.62×Food & Beverages
Forex signals1.55×Business & Career
Electronic trading2.21×Business & Career
Cash on delivery1.71×Business & Career
Cash advance1.66×Business & Career
Buy to let1.54×Home & Garden
OLX1.53×Shopping
Smart Shopping1.74×Shopping
Bitcoin ATM1.97×Business & Career
Auto-Owners Insurance1.55×Business & Career
Ali Baba1.73×Politics & Society
FOREX.com1.87×Business & Career
The Apartment1.54×Movies & TV
Online Clothes Shopping1.82×Shopping

Psychographic profile

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

Top personality traits over-indexed by Personal finance audience
TraitClusterScore
Family OrientationCONSERVATISM1.21
Career OrientationPOWER1.11
Social Media UsageJOY1.09
Price SensitivityPREMIUM1.03
Risk AppetiteTHRILL0.97
Quality AwarenessPREMIUM0.93

Worldwide distribution

Worldwide audience distribution share by country for Personal finance
CountryShare
United States19.6%
Japan5.0%
India4.7%

See Personal finance audiences in other countries

More Lifestyle cluster audiences in United States

Frequently asked questions

How many fans does Personal finance have in United States?

Personal finance has an estimated audience of 126,602,518 people in United States, concentrated in California and Texas.

What is the gender split and age of Personal finance fans?

50.5% of Personal finance fans are female, 49.5% are male, with an average age of 42.3 years.

Which brands do Personal finance fans like most?

Personal finance fans show strongest brand affinity for Medicare (United States) (1.54×), Social Security (United States) (1.55×), and Discount card (1.77×) over the country average.

Where do Personal finance fans live in United States?

Personal finance fans in United States are most concentrated in California (reach 13,076,010), Texas (reach 9,078,238), and Georgia (reach 7,740,000). These three regions account for the largest share of the active audience.

What other brands do Personal finance fans also like?

Beyond Personal finance itself, the audience over-indexes on Social Security (United States) (1.55×), Discount card (1.77×), Stockbroker (1.91×), and Electronic trading platform (1.51×) 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 Personal finance. 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.