Rascasse Audience Intelligence

Principal Financial Group Target Market in United States

A data profile of the people who buy, follow and care about Principal Financial Group in United States — modelled from more than twelve digital signal sources. Principal Financial Group has an estimated audience of 357,623 people in United States.

#33among Insurances in United States#4550among Brand in United States#2704in Business & Career

The average Principal Financial Group fan in United States is 49.3 years old, balanced, and lives primarily in Iowa.

The audience is concentrated in Iowa, California, Texas.

Top brand affinities include CheapOair, The A-Team, Renaissance Hotels, with strongest over-indexing on CheapOair (80.54× the country average).

Demographically, the Principal Financial Group audience skews balanced with an average age of 49.3, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.

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

The typical Principal Financial Group fan in United States is balanced, around 49.3 years old, with strong Family Orientation tendencies and a notable affinity for CheapOair.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 Principal Financial Group profile in United States.

Audience size
358K
in United States
Gender
52.0%♀
48.0% male
Age
49.3
average years
Country rank
#44117
Brand in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Principal Financial Group

52.0% are female, 48.0% are male, average age 49.3.

Fig. 02

Gender split

52.0%
Female
48.0%
Male
Demographic split for Principal Financial Group audience in United States
MetricValue
Female52.0%
Male48.0%
Average age49.3
Estimated audience size357,623
Fig. 03

Age distribution

Ø 49.3
average years
Age distribution of the Principal Financial Group audience in United States
Age bracketShare%
16-193%
20-297%
30-3917%
40-4928%
50+45%
Fig. 04

Worldwide distribution

89.6%

of the worldwide Principal Financial Group audience comes from United States.

Worldwide audience distribution share by country for Principal Financial Group
CountryShare
United States89.6%
Mexico3.6%
India2.0%
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 Principal Financial Group audience in United States is strongest.

Fig. 05

Top regions by affinity

Principal Financial Group customers by region in United States
#RegionReachAffinity×
01Iowa~40K13.78×
02Nebraska~7K4.03×
03South Dakota~1K1.60×
04Minnesota~6K1.22×
05North Carolina~10K1.06×
06Washington, District of Columbia~1K1.06×
07Illinois~10K0.95×
08Wisconsin~5K0.95×
09South Carolina~5K0.91×
10North Dakota<1K0.91×
11Missouri~5K0.88×
12Kansas~2K0.88×
13Alaska<1K0.88×
14Alabama~4K0.84×
15Montana<1K0.84×
16Colorado~5K0.83×
17Delaware<1K0.83×
18Vermont<1K0.83×
19Rhode Island<1K0.77×
20Maine<1K0.75×
21Virginia~6K0.74×
22Idaho~1K0.74×
23West Virginia~1K0.74×
24New Hampshire~1K0.74×
25Mississippi~2K0.73×
26Tennessee~5K0.72×
27Hawaii~1K0.72×
28New York~10K0.71×
29Oregon~3K0.71×
30Connecticut~2K0.71×
31Pennsylvania~8K0.70×
32Arkansas~2K0.70×
33Georgia~7K0.69×
34Michigan~6K0.69×
35Arizona~5K0.68×
36Indiana~4K0.68×
37New Mexico~1K0.67×
38Massachusetts~4K0.64×
39Maryland~4K0.64×
40Ohio~7K0.63×
41Washington~4K0.63×
42Kentucky~3K0.63×
43Oklahoma~2K0.63×
44Utah~2K0.63×
45New Jersey~6K0.62×
46Florida~10K0.60×
47Nevada~2K0.60×
48Texas~20K0.58×
49Louisiana~3K0.57×
50California~20K0.53×
Fig. 06

Affinity by region

Affinity by region — Principal Financial Group, United States
0.53×1.00×13.78×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Principal Financial Group audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Principal Financial Group audience
#·InterestCategoryAffinity×
01China Eastern AirlinesTravel & Leisure222.72×
02Renaissance HotelsTravel & Leisure212.88×
03The A-TeamMovies & TV147.90×
04Four Points by SheratonTravel & Leisure90.20×
05Anjelica HustonMovies & TV86.77×
06CheapOairTravel & Leisure80.54×
07CDWTechnology & Electronics76.61×
08TomTomTechnology & Electronics76.58×
09Air New ZealandTravel & Leisure72.67×
10Copa AirlinesTravel & Leisure59.03×
11Alamo Rent a CarCars & Mobility50.39×
12Laura DernMovies & TV42.93×
13TransUnionTechnology & Electronics40.83×
14Hampton InnTravel & Leisure31.49×
15Choice HotelsTravel & Leisure31.21×
16Laurence FishburneMovies & TV30.53×
17Hilton Garden InnTravel & Leisure25.59×
18MonogramHome & Garden20.06×
19Bank of AmericaBusiness & Career17.73×
20ExpediaTravel & Leisure6.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Principal Financial Group 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 Principal Financial Group audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.86×
Convenience OrientationPREMIUM2.28×
Quality AwarenessPREMIUM1.99×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Principal Financial Group audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.69×
Design AffinityPREMIUM0.80×
Healthy LifestyleBALANCE0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Principal Financial Group's target market in United States?

Principal Financial Group's target market in United States covers an estimated 357,623 people, concentrated in Iowa and California.

02

What is the gender split and age of Principal Financial Group customers?

52.0% of the Principal Financial Group audience are female, 48.0% are male, with an average age of 49.3 years.

03

Which brands do Principal Financial Group fans like most?

Principal Financial Group fans show strongest brand affinity for CheapOair (80.54×), The A-Team (147.9×), and Renaissance Hotels (212.88×) over the country average.

04

Where do Principal Financial Group fans live in United States?

Principal Financial Group fans in United States are most concentrated in Iowa (reach ~40K), California (reach ~20K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Principal Financial Group fans also like?

Beyond Principal Financial Group itself, the audience over-indexes on The A-Team (147.9×), Renaissance Hotels (212.88×), Bank of America (17.73×), and Anjelica Huston (86.77×) compared to the United States average.

Appendix

Explore more audiences

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

More Insurances audiences in United States

See Principal Financial Group audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Principal Financial Group. 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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