Principal Financial Group Audience in United States

Principal Financial Group logo

Principal Financial Group has an estimated audience of 350,562 people in United States. 52.0% are female, 48.0% are male, average age 49.3. Top regions: Iowa, California, Texas. Top brand affinities: Stamp collecting, Cincinnati Bearcats, Holladay, Utah, Mount Kilimanjaro, Keene, New Hampshire.

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 Stamp collecting, Cincinnati Bearcats, Holladay, Utah, with strongest over-indexing on Stamp collecting (20× 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, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Principal Financial Group fans

Demographic split for Principal Financial Group audience in United States
MetricValue
Female52.0%
Male48.0%
Average age49.3
Estimated audience size350,562

Audience persona

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 Stamp collecting.

Top regions in United States

Top regions ranked by reach for Principal Financial Group in United States
RegionReachAffinity
Iowa42,75614.8×
California17,8620.46×
Texas14,7380.49×
New York13,8840.71×
Florida11,8490.5×
Illinois9,7450.83×
Nebraska8,5334.85×
North Carolina8,1570.77×
Pennsylvania7,1860.61×
Georgia6,6750.62×
Ohio5,8710.54×
Virginia5,8260.68×
Minnesota5,6331.12×
South Carolina5,4431.03×
Michigan5,1080.56×
New Jersey5,0510.57×
Arizona4,2210.59×
Washington3,9310.56×
Alabama3,9270.8×
Wisconsin3,9250.74×
Massachusetts3,9160.57×
Missouri3,7950.67×
Colorado3,6940.67×
Tennessee3,6640.52×
Maryland3,3020.55×
Indiana3,2700.51×
Oregon2,6780.67×
Connecticut2,1330.61×
Kansas2,0830.75×
Kentucky1,9860.45×
Oklahoma1,6630.43×
Louisiana1,5570.34×
Arkansas1,5120.52×
Nevada1,4800.44×
Mississippi1,4720.51×
Utah1,4420.46×
South Dakota1,3451.66×
Washington, District of Columbia1,2721.21×
Idaho9110.52×
West Virginia7830.48×
New Hampshire7350.53×
Hawaii7270.48×
New Mexico6830.39×
Montana6700.69×
Rhode Island6560.59×
Maine6550.52×
Delaware6450.67×
Alaska5660.75×
North Dakota5650.78×
Wyoming3710.71×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Principal Financial Group audience
BrandAffinityCategory
Stamp collecting20×Home & Garden
Cincinnati Bearcats19.77×Sports
Holladay, Utah43.36×Travel & Leisure
Mount Kilimanjaro20×Travel & Leisure
Keene, New Hampshire18.52×Travel & Leisure
Cadillac CT612.08×Cars & Mobility
Paducah, Kentucky7.81×Travel & Leisure
Cherish (group)9.03×Music & Radio
Picnic5.69×Kids & Family
St. Ives11.36×Travel & Leisure
Khulna University20×Business & Career
Justice1.75×Politics & Society
Imerovigli21.89×Travel & Leisure
Corona (band)2.99×Music & Radio
Public speaking2.02×Politics & Society
Gumbal4.32×Cars & Mobility
Kenitra, Morocco26.29×Travel & Leisure
Morphine (band)3.62×Music & Radio
MK1.82×Music & Radio
Kona Grill4.27×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Principal Financial Group audience
TraitClusterScore
Family OrientationCONSERVATISM1.38
IndulgenceJOY1.24
Career OrientationPOWER1.18
Quality AwarenessPREMIUM1.17
Community OrientationOPEN1.15
Price SensitivityPREMIUM1.11

Worldwide distribution

Worldwide audience distribution share by country for Principal Financial Group
CountryShare
United States89.7%
Mexico3.5%
India2.0%

See Principal Financial Group audiences in other countries

More Insurances audiences in United States

Frequently asked questions

How many fans does Principal Financial Group have in United States?

Principal Financial Group has an estimated audience of 350,562 people in United States, concentrated in Iowa and California.

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

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

Which brands do Principal Financial Group fans like most?

Principal Financial Group fans show strongest brand affinity for Stamp collecting (20×), Cincinnati Bearcats (19.77×), and Holladay, Utah (43.36×) over the country average.

Where do Principal Financial Group fans live in United States?

Principal Financial Group fans in United States are most concentrated in Iowa (reach 42,756), California (reach 17,862), and Texas (reach 14,738). These three regions account for the largest share of the active audience.

What other brands do Principal Financial Group fans also like?

Beyond Principal Financial Group itself, the audience over-indexes on Cincinnati Bearcats (19.77×), Holladay, Utah (43.36×), Mount Kilimanjaro (20×), and Keene, New Hampshire (18.52×) 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 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.