Rascasse Audience Intelligence

Standard & Poor's Target Market in United States

A data profile of the people who buy, follow and care about Standard & Poor's in United States — modelled from more than twelve digital signal sources. Standard & Poor's has an estimated audience of 2,082,547 people in United States.

#8among Consulting in United States#1413among Brand in United States#1053in Business & Career

The average Standard & Poor's fan in United States is 46.0 years old, balanced, and lives primarily in California.

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

Top brand affinities include Larry Page, Sustainable energy, Mortgage loans, with strongest over-indexing on Larry Page (356.93× the country average).

Demographically, the Standard & Poor's audience skews balanced with an average age of 46.0, and over-indexes on personality traits such as Family Orientation, Sustainability.

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

The typical Standard & Poor's fan in United States is balanced, around 46.0 years old, with strong Family Orientation tendencies and a notable affinity for Larry Page.

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

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 Standard & Poor's profile in United States.

Audience size
2.1M
in United States
Gender
49.9%♀
50.1% male
Age
46.0
average years
Country rank
#13805
Brand in United States
Fig. 01

Search interest · 12-month trend

-34%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Standard & Poor's

49.9% are female, 50.1% are male, average age 46.0.

Fig. 02

Gender split

49.9%
Female
50.1%
Male
Demographic split for Standard & Poor's audience in United States
MetricValue
Female49.9%
Male50.1%
Average age46.0
Estimated audience size2,082,547
Fig. 03

Age distribution

Ø 46.0
average years
Age distribution of the Standard & Poor's audience in United States
Age bracketShare%
16-1913%
20-2911%
30-3913%
40-4916%
50+46%
Fig. 04

Worldwide distribution

31.9%

of the worldwide Standard & Poor's audience comes from United States.

Worldwide audience distribution share by country for Standard & Poor's
CountryShare
Japan44.0%
United States31.9%
Canada2.0%
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 Standard & Poor's audience in United States is strongest.

Fig. 05

Top regions by affinity

Standard & Poor's customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~10K1.70×
02Vermont~6K1.52×
03Rhode Island~10K1.50×
04New Hampshire~10K1.48×
05Connecticut~40K1.46×
06New York~200K1.41×
07Massachusetts~60K1.37×
08Virginia~80K1.31×
09Washington~60K1.31×
10Pennsylvania~100K1.27×
11Nebraska~10K1.23×
12Maryland~50K1.22×
13New Jersey~70K1.21×
14Colorado~40K1.18×
15Wisconsin~40K1.15×
16Illinois~90K1.14×
17Minnesota~40K1.13×
18Utah~20K1.09×
19Delaware~7K1.06×
20Idaho~10K1.03×
21North Carolina~70K1.00×
22Alaska~5K1.00×
23West Virginia~10K0.96×
24Maine~8K0.96×
25Ohio~70K0.95×
26Missouri~40K0.94×
27Iowa~20K0.94×
28South Carolina~30K0.93×
29Florida~100K0.92×
30Oregon~30K0.91×
31Hawaii~9K0.91×
32Montana~6K0.91×
33Texas~200K0.88×
34Tennessee~40K0.85×
35New Mexico~10K0.85×
36California~200K0.84×
37Michigan~50K0.81×
38Kansas~20K0.80×
39Louisiana~20K0.79×
40Arkansas~20K0.79×
41South Dakota~4K0.79×
42North Dakota~4K0.79×
43Georgia~60K0.78×
44Arizona~40K0.75×
45Oklahoma~20K0.73×
46Indiana~30K0.71×
47Nevada~10K0.65×
48Alabama~20K0.63×
49Kentucky~20K0.52×
50Mississippi~9K0.45×
Fig. 06

Affinity by region

Affinity by region — Standard & Poor's, United States
0.45×1.00×1.70×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Standard & Poor's audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Standard & Poor's audience
#·InterestCategoryAffinity×
01Larry PagePolitics & Society356.93×
02Elderly careHealth19.15×
03ExxonMobilCars & Mobility17.44×
04Sustainable energyHome & Garden9.57×
05Peter ThielBusiness & Career9.00×
06QVCMovies & TV8.72×
07Online bankingBusiness & Career8.72×
08Weather forecastingHome & Garden7.62×
09Renewable energyBusiness & Career7.34×
10Vehicle insuranceCars & Mobility7.27×
11LotteryGames6.89×
12FedExBusiness & Career6.82×
13Mortgage loansBusiness & Career5.81×
14Home automationTechnology & Electronics5.51×
15Solar energyHome & Garden5.04×
16Health insuranceBusiness & Career5.03×
17Discount storesShopping4.17×
18PinterestInternet & Social Media3.28×
19McDonald'sFood & Beverages2.78×
20FurnitureHome & Garden2.33×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Standard & Poor's 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 Standard & Poor's audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM4.36×
SustainabilityBALANCE2.48×
Convenience OrientationPREMIUM2.40×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Standard & Poor's audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.76×
Healthy LifestyleBALANCE0.80×
Design AffinityPREMIUM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Standard & Poor's's target market in United States?

Standard & Poor's's target market in United States covers an estimated 2,082,547 people, concentrated in California and New York.

02

What is the gender split and age of Standard & Poor's customers?

49.9% of the Standard & Poor's audience are female, 50.1% are male, with an average age of 46.0 years.

03

Which brands do Standard & Poor's fans like most?

Standard & Poor's fans show strongest brand affinity for Larry Page (356.93×), Sustainable energy (9.57×), and Mortgage loans (5.81×) over the country average.

04

Where do Standard & Poor's fans live in United States?

Standard & Poor's fans in United States are most concentrated in California (reach ~200K), New York (reach ~200K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Standard & Poor's fans also like?

Beyond Standard & Poor's itself, the audience over-indexes on Sustainable energy (9.57×), Mortgage loans (5.81×), Vehicle insurance (7.27×), and FedEx (6.82×) compared to the United States average.

Appendix

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

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See Standard & Poor's audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Standard & Poor's. 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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