Rascasse Audience Intelligence

Sallie Mae Target Market in United States

A data profile of the people who buy, follow and care about Sallie Mae in United States — modelled from more than twelve digital signal sources. Sallie Mae has an estimated audience of 2,032,500 people in United States.

#1426among Brand in United States#1060in Business & Career

The average Sallie Mae fan in United States is 40.7 years old, more female, and lives primarily in California.

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

Top brand affinities include Thandie Newton, ITV (TV channel), Walgreens, with strongest over-indexing on Thandie Newton (223.1× the country average).

Demographically, the Sallie Mae audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Indulgence, Pet Ownership.

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

The typical Sallie Mae fan in United States is more female, around 40.7 years old, with strong Indulgence tendencies and a notable affinity for Thandie Newton.

Category: Business & Career · Type: Brand

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 Sallie Mae profile in United States.

Audience size
2M
in United States
Gender
75.3%♀
24.7% male
Age
40.7
average years
Country rank
#14053
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sallie Mae

75.3% are female, 24.7% are male, average age 40.7.

Fig. 02

Gender split

75.3%
Female
24.7%
Male
Demographic split for Sallie Mae audience in United States
MetricValue
Female75.3%
Male24.7%
Average age40.7
Estimated audience size2,032,500
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Sallie Mae audience in United States
Age bracketShare%
16-1917%
20-2914%
30-3920%
40-4933%
50+16%
Fig. 04

Worldwide distribution

92.6%

of the worldwide Sallie Mae audience comes from United States.

Worldwide audience distribution share by country for Sallie Mae
CountryShare
United States92.6%
Germany1.1%
Canada0.8%
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 Sallie Mae audience in United States is strongest.

Fig. 05

Top regions by affinity

Sallie Mae customers by region in United States
#RegionReachAffinity×
01Delaware~10K2.14×
02Pennsylvania~100K1.53×
03Connecticut~30K1.27×
04New Jersey~60K1.26×
05Mississippi~20K1.23×
06Louisiana~30K1.21×
07New Hampshire~9K1.20×
08South Dakota~5K1.20×
09Alabama~30K1.19×
10New York~100K1.17×
11Massachusetts~50K1.17×
12Georgia~70K1.10×
13Indiana~40K1.10×
14Virginia~50K1.09×
15South Carolina~30K1.09×
16Michigan~60K1.08×
17Missouri~30K1.08×
18Minnesota~30K1.08×
19Maine~8K1.07×
20West Virginia~10K1.05×
21Rhode Island~6K1.04×
22Tennessee~40K1.03×
23Ohio~60K1.02×
24Maryland~30K1.01×
25Iowa~20K1.01×
26Arkansas~20K1.00×
27Illinois~60K0.99×
28Kentucky~20K0.99×
29North Carolina~60K0.98×
30Kansas~20K0.98×
31North Dakota~4K0.98×
32Washington, District of Columbia~6K0.96×
33Colorado~30K0.93×
34Nebraska~9K0.92×
35Oklahoma~20K0.91×
36Wisconsin~30K0.89×
37Texas~100K0.88×
38Vermont~3K0.87×
39Arizona~30K0.86×
40Florida~100K0.82×
41Idaho~8K0.82×
42California~200K0.78×
43Oregon~20K0.76×
44Montana~4K0.76×
45Hawaii~6K0.72×
46Nevada~10K0.69×
47Utah~10K0.68×
48Washington~30K0.66×
49New Mexico~7K0.66×
50Alaska~3K0.66×
Fig. 06

Affinity by region

Affinity by region — Sallie Mae, United States
0.66×1.00×2.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sallie Mae audience
#·InterestCategoryAffinity×
01Thandie NewtonMovies & TV223.10×
02ITV (TV channel)Movies & TV119.19×
03WeledaBeauty & Wellness56.29×
04Avast!Technology & Electronics46.66×
05KérastaseBeauty & Wellness29.65×
06Corner Bakery CafeFood & Beverages25.17×
07Master PMusic & Radio24.37×
08Faith EvansMusic & Radio20.54×
09Chiwetel EjioforMovies & TV20.00×
10Langston HughesLiterature18.26×
11Taye DiggsMovies & TV17.53×
12AdeleMusic & Radio12.96×
13Citi TrendsShopping12.48×
14Magic JohnsonSports11.69×
15CVS PharmacyShopping11.07×
16La Roche-PosayBeauty & Wellness10.84×
17WalgreensShopping9.50×
18BB creamBeauty & Wellness8.91×
19Museum of Modern ArtArts & Culture8.05×
20Target CorporationShopping2.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sallie Mae 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 Sallie Mae audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.72×
Pet OwnershipJOY1.73×
Price SensitivityPREMIUM1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sallie Mae audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.87×
PatriotismCONSERVATISM0.87×
SustainabilityBALANCE0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sallie Mae's target market in United States?

Sallie Mae's target market in United States covers an estimated 2,032,500 people, concentrated in California and Texas.

02

What is the gender split and age of Sallie Mae customers?

75.3% of the Sallie Mae audience are female, 24.7% are male, with an average age of 40.7 years.

03

Which brands do Sallie Mae fans like most?

Sallie Mae fans show strongest brand affinity for Thandie Newton (223.1×), ITV (TV channel) (119.19×), and Walgreens (9.5×) over the country average.

04

Where do Sallie Mae fans live in United States?

Sallie Mae fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and New York (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Sallie Mae fans also like?

Beyond Sallie Mae itself, the audience over-indexes on ITV (TV channel) (119.19×), Walgreens (9.5×), CVS Pharmacy (11.07×), and Avast! (46.66×) compared to the United States average.

Appendix

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How to read this data

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