Rascasse Audience Intelligence

Scotiabank Target Market in United States

A data profile of the people who buy, follow and care about Scotiabank in United States — modelled from more than twelve digital signal sources. Scotiabank has an estimated audience of 458,646 people in United States.

#44among Bank in United States#3972among Brand in United States#2377in Business & Career

The average Scotiabank fan in United States is 35.4 years old, balanced, and lives primarily in New York.

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

Top brand affinities include Eiza González, Soriana, Club Universidad Nacional, with strongest over-indexing on Eiza González (54.52× the country average).

Demographically, the Scotiabank audience skews balanced with an average age of 35.4, and over-indexes on personality traits such as Career Orientation, Social Media Usage.

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

The typical Scotiabank fan in United States is balanced, around 35.4 years old, with strong Career Orientation tendencies and a notable affinity for Eiza González.

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

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 Scotiabank profile in United States.

Audience size
459K
in United States
Gender
45.8%♀
54.2% male
Age
35.4
average years
Country rank
#38527
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 Scotiabank

45.8% are female, 54.2% are male, average age 35.4.

Fig. 02

Gender split

45.8%
Female
54.2%
Male
Demographic split for Scotiabank audience in United States
MetricValue
Female45.8%
Male54.2%
Average age35.4
Estimated audience size458,646
Fig. 03

Age distribution

Ø 35.4
average years
Age distribution of the Scotiabank audience in United States
Age bracketShare%
16-1925%
20-2926%
30-3922%
40-4916%
50+12%
Fig. 04

Worldwide distribution

1.8%

of the worldwide Scotiabank audience comes from United States.

Worldwide audience distribution share by country for Scotiabank
CountryShare
Canada25.9%
Chile21.4%
Mexico17.1%
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 Scotiabank audience in United States is strongest.

Fig. 05

Top regions by affinity

Scotiabank customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~5K3.29×
02New York~80K2.96×
03Florida~70K2.40×
04Maine~3K2.00×
05New Jersey~20K1.78×
06Washington~20K1.76×
07Texas~60K1.49×
08Massachusetts~10K1.48×
09Virginia~10K1.30×
10Nevada~6K1.25×
11Connecticut~6K1.24×
12Vermont<1K1.21×
13California~60K1.20×
14Arizona~10K1.14×
15Michigan~10K1.11×
16Montana~1K1.10×
17Hawaii~2K1.04×
18Georgia~10K1.02×
19North Dakota<1K1.00×
20New Hampshire~2K0.98×
21Alaska<1K0.95×
22Oregon~5K0.93×
23Maryland~7K0.90×
24Rhode Island~1K0.90×
25Illinois~10K0.89×
26Colorado~6K0.85×
27Delaware~1K0.83×
28Utah~3K0.78×
29Pennsylvania~10K0.77×
30North Carolina~10K0.76×
31South Carolina~5K0.73×
32New Mexico~2K0.73×
33Kansas~3K0.72×
34South Dakota<1K0.72×
35Ohio~10K0.70×
36Idaho~2K0.70×
37Tennessee~6K0.69×
38Minnesota~5K0.68×
39West Virginia~1K0.65×
40Indiana~5K0.62×
41Arkansas~2K0.62×
42Nebraska~1K0.61×
43Missouri~4K0.57×
44Iowa~2K0.57×
45Wisconsin~4K0.56×
46Louisiana~3K0.55×
47Mississippi~2K0.55×
48Oklahoma~3K0.54×
49Kentucky~3K0.53×
50Alabama~3K0.52×
Fig. 06

Affinity by region

Affinity by region — Scotiabank, United States
0.52×1.00×3.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scotiabank audience
#·InterestCategoryAffinity×
01BanRegioBusiness & Career351.16×
02MVS RadioMusic & Radio285.99×
03SKY MéxicoMovies & TV178.82×
04SorianaShopping165.77×
05BanorteBusiness & Career158.04×
06Banco de ChileBusiness & Career112.48×
07Wong (supermarket)Food & Beverages108.00×
08Banco AztecaBusiness & Career102.69×
09Querétaro F.C.Sports99.08×
10Bodega AurreráFood & Beverages94.61×
11Club NecaxaSports89.66×
12VecinosMovies & TV77.24×
13Rafael AmayaMovies & TV75.78×
14Club Universidad NacionalSports73.99×
15Jaime CamilMovies & TV59.94×
16Angélica ValeMovies & TV56.90×
17Eiza GonzálezMovies & TV54.52×
18Club LeónSports54.32×
19Club AtlasSports33.92×
20Cruz AzulSports17.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scotiabank 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 Scotiabank audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.26×
Social Media UsageJOY1.75×
MindfulnessBALANCE1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scotiabank audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.71×
CreativityOPEN0.79×
Community OrientationOPEN0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Scotiabank's target market in United States?

Scotiabank's target market in United States covers an estimated 458,646 people, concentrated in New York and Florida.

02

What is the gender split and age of Scotiabank customers?

45.8% of the Scotiabank audience are female, 54.2% are male, with an average age of 35.4 years.

03

Which brands do Scotiabank fans like most?

Scotiabank fans show strongest brand affinity for Eiza González (54.52×), Soriana (165.77×), and Club Universidad Nacional (73.99×) over the country average.

04

Where do Scotiabank fans live in United States?

Scotiabank fans in United States are most concentrated in New York (reach ~80K), Florida (reach ~70K), and California (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Scotiabank fans also like?

Beyond Scotiabank itself, the audience over-indexes on Soriana (165.77×), Club Universidad Nacional (73.99×), BanRegio (351.16×), and Banorte (158.04×) compared to the United States average.

Appendix

Explore more audiences

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

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See Scotiabank audiences in other countries

How to read this data

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