Rascasse Audience Intelligence

Retail banking Audience in United States

A data profile of the people who buy, follow and care about Retail banking in United States — modelled from more than twelve digital signal sources. Retail banking has an estimated audience of 10,506,977 people in United States.

#2197among Topic in United States#338in Business & Career

The average Retail banking fan in United States is 43.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Bank of Montreal, Investment strategy, Financial accounting, with strongest over-indexing on Bank of Montreal (145.34× the country average).

Demographically, the Retail banking audience skews balanced with an average age of 43.9, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical Retail banking fan in United States is balanced, around 43.9 years old, with strong Career Orientation tendencies and a notable affinity for Bank of Montreal.

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 Retail banking profile in United States.

Audience size
10.5M
in United States
Gender
48.9%♀
51.1% male
Age
43.9
average years
Country rank
#3411
Topic in United States
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Retail banking fans

48.9% are female, 51.1% are male, average age 43.9.

Fig. 02

Gender split

48.9%
Female
51.1%
Male
Demographic split for Retail banking audience in United States
MetricValue
Female48.9%
Male51.1%
Average age43.9
Estimated audience size10,506,977
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the Retail banking audience in United States
Age bracketShare%
16-1911%
20-2916%
30-3919%
40-4922%
50+32%
Fig. 04

Worldwide distribution

11.5%

of the worldwide Retail banking audience comes from United States.

Worldwide audience distribution share by country for Retail banking
CountryShare
United States11.5%
India6.9%
Brazil4.3%
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 Retail banking audience in United States is strongest.

Fig. 05

Top regions by affinity

Retail banking fans by region: top regions in United States
#RegionReachAffinity×
01New York~900K1.61×
02New Jersey~300K1.24×
03Virginia~300K1.19×
04Massachusetts~200K1.14×
05Alaska~30K1.13×
06Illinois~400K1.12×
07Washington, District of Columbia~40K1.12×
08Vermont~20K1.11×
09Louisiana~100K1.10×
10Arkansas~100K1.10×
11Kentucky~100K1.08×
12South Dakota~30K1.08×
13North Dakota~20K1.08×
14South Carolina~200K1.07×
15Texas~900K1.04×
16North Carolina~300K1.04×
17Iowa~90K1.04×
18Montana~30K1.04×
19Delaware~30K1.04×
20Mississippi~90K0.99×
21Kansas~80K0.99×
22Rhode Island~30K0.99×
23Nebraska~50K0.98×
24New Hampshire~40K0.98×
25Georgia~300K0.97×
26Connecticut~100K0.97×
27West Virginia~50K0.97×
28Pennsylvania~300K0.96×
29Alabama~100K0.96×
30Maine~40K0.96×
31Indiana~200K0.95×
32Idaho~50K0.95×
33Hawaii~40K0.95×
34Oklahoma~100K0.94×
35New Mexico~50K0.94×
36Tennessee~200K0.93×
37Missouri~200K0.93×
38Ohio~300K0.92×
39Maryland~200K0.92×
40Utah~80K0.90×
41Nevada~90K0.89×
42Wisconsin~100K0.88×
43Oregon~100K0.88×
44Michigan~200K0.87×
45California~1M0.85×
46Arizona~200K0.85×
47Minnesota~100K0.85×
48Colorado~100K0.84×
49Florida~600K0.83×
50Washington~200K0.81×
Fig. 06

Affinity by region

Affinity by region — Retail banking, United States
0.81×1.00×1.61×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Retail banking audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Retail banking audience
#·InterestCategoryAffinity×
01Bank of MontrealBusiness & Career145.34×
02Union-BankBusiness & Career64.65×
03Merrill LynchBusiness & Career21.13×
04Asset managementBusiness & Career13.59×
05Investment strategyBusiness & Career13.02×
06Financial accountingBusiness & Career12.77×
07Retirement ageBusiness & Career10.20×
08Financial technologyBusiness & Career10.16×
09Electronic funds transferBusiness & Career7.48×
10Toronto-Dominion BankBusiness & Career7.16×
11Planned maintenanceBusiness & Career7.04×
12Los Angeles County, CaliforniaTravel & Leisure6.71×
13Charles Schwab CorporationBusiness & Career6.68×
14Kristi NoemPolitics & Society6.09×
15Mortgage calculatorHome & Garden5.62×
16MenardsHome & Garden4.80×
17GmailInternet & Social Media4.66×
18Google DocsInternet & Social Media4.31×
19Bank of AmericaBusiness & Career3.62×
20Mobile phonesTechnology & Electronics2.72×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Retail banking 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 Retail banking audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.52×
Need for SecurityCONSERVATISM2.40×
Family OrientationCONSERVATISM2.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Retail banking audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.62×
Design AffinityPREMIUM0.73×
CreativityOPEN0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Retail banking have in United States?

Retail banking has an estimated audience of 10,506,977 people in United States, concentrated in California and New York.

02

What is the gender split and age of Retail banking fans?

48.9% of Retail banking fans are female, 51.1% are male, with an average age of 43.9 years.

03

Which brands do Retail banking fans like most?

Retail banking fans show strongest brand affinity for Bank of Montreal (145.34×), Investment strategy (13.02×), and Financial accounting (12.77×) over the country average.

04

Where do Retail banking fans live in United States?

Retail banking fans in United States are most concentrated in California (reach ~1M), New York (reach ~900K), and Texas (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Retail banking fans also like?

Beyond Retail banking itself, the audience over-indexes on Investment strategy (13.02×), Financial accounting (12.77×), Union-Bank (64.65×), and Asset management (13.59×) 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 Retail banking audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Retail banking. 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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