Rascasse Audience Intelligence

T. Rowe Price Target Market in United States

A data profile of the people who buy, follow and care about T. Rowe Price in United States — modelled from more than twelve digital signal sources. T. Rowe Price has an estimated audience of 2,629,092 people in United States.

#1158among Brand in United States#915in Business & Career

The average T. Rowe Price fan in United States is 44.5 years old, more male, and lives primarily in California.

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

Top brand affinities include CheapOair, DocuSign, Aeroméxico, with strongest over-indexing on CheapOair (35.16× the country average).

Demographically, the T. Rowe Price audience skews more male with an average age of 44.5, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

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

The typical T. Rowe Price fan in United States is more male, around 44.5 years old, with strong Risk Appetite tendencies and a notable affinity for CheapOair.

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 T. Rowe Price profile in United States.

Audience size
2.6M
in United States
Gender
43.3%♀
56.7% male
Age
44.5
average years
Country rank
#11468
Brand in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of T. Rowe Price

43.3% are female, 56.7% are male, average age 44.5.

Fig. 02

Gender split

43.3%
Female
56.7%
Male
Demographic split for T. Rowe Price audience in United States
MetricValue
Female43.3%
Male56.7%
Average age44.5
Estimated audience size2,629,092
Fig. 03

Age distribution

Ø 44.5
average years
Age distribution of the T. Rowe Price audience in United States
Age bracketShare%
16-192%
20-2917%
30-3928%
40-4931%
50+23%
Fig. 04

Worldwide distribution

89.2%

of the worldwide T. Rowe Price audience comes from United States.

Worldwide audience distribution share by country for T. Rowe Price
CountryShare
United States89.2%
China1.8%
United Kingdom1.5%
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 T. Rowe Price audience in United States is strongest.

Fig. 05

Top regions by affinity

T. Rowe Price customers by region in United States
#RegionReachAffinity×
01Maryland~100K3.35×
02Virginia~100K1.55×
03Utah~30K1.53×
04Washington, District of Columbia~10K1.50×
05Alaska~8K1.40×
06New Hampshire~10K1.39×
07Vermont~6K1.39×
08Colorado~50K1.31×
09South Carolina~50K1.23×
10Idaho~20K1.19×
11Washington~60K1.18×
12New Jersey~80K1.17×
13Maine~10K1.17×
14Connecticut~30K1.15×
15Delaware~8K1.09×
16North Carolina~80K1.07×
17Montana~8K1.07×
18Massachusetts~50K1.06×
19New York~100K1.04×
20Pennsylvania~90K1.01×
21Wisconsin~40K1.01×
22Louisiana~30K1.01×
23Georgia~70K0.94×
24Illinois~80K0.93×
25North Dakota~5K0.93×
26Kansas~20K0.91×
27Ohio~70K0.89×
28Hawaii~9K0.86×
29Florida~100K0.84×
30Mississippi~20K0.83×
31Oregon~20K0.80×
32Rhode Island~6K0.80×
33California~200K0.79×
34Minnesota~30K0.79×
35Alabama~30K0.79×
36Arizona~40K0.77×
37Texas~200K0.75×
38Nevada~20K0.75×
39Kentucky~20K0.74×
40Missouri~30K0.73×
41Michigan~50K0.72×
42Tennessee~40K0.72×
43New Mexico~9K0.69×
44Iowa~10K0.68×
45Indiana~30K0.66×
46Arkansas~10K0.66×
47West Virginia~8K0.65×
48South Dakota~4K0.62×
49Oklahoma~20K0.59×
50Nebraska~7K0.57×
Fig. 06

Affinity by region

Affinity by region — T. Rowe Price, United States
0.57×1.00×3.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for T. Rowe Price audience
#·InterestCategoryAffinity×
01Grammy Award for Record of the YearMusic & Radio155.14×
02Canadian Museum of HistoryArts & Culture98.95×
03TIAA–CREFBusiness & Career88.65×
04PemexCars & Mobility86.20×
05Punta del EsteTravel & Leisure81.83×
06EsriTechnology & Electronics77.90×
07Ron Jon Surf ShopSports63.56×
08TeamViewerTechnology & Electronics55.37×
09AeroméxicoTravel & Leisure49.85×
10LPL FinancialBusiness & Career49.07×
11American FundsBusiness & Career48.86×
12Copa AirlinesTravel & Leisure41.95×
13CheapOairTravel & Leisure35.16×
14Colonial WilliamsburgTravel & Leisure30.61×
15DocuSignTechnology & Electronics27.39×
16AsanaTechnology & Electronics20.00×
17AmtrakCars & Mobility12.47×
18Yahoo! FinanceBusiness & Career9.04×
19Charles Schwab CorporationBusiness & Career8.55×
20WeekBusiness & Career6.43×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the T. Rowe Price 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 T. Rowe Price audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.47×
Career OrientationPOWER2.28×
TravellingTHRILL2.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by T. Rowe Price audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.90×
CreativityOPEN0.94×
ExtroversionTHRILL0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is T. Rowe Price's target market in United States?

T. Rowe Price's target market in United States covers an estimated 2,629,092 people, concentrated in California and Texas.

02

What is the gender split and age of T. Rowe Price customers?

43.3% of the T. Rowe Price audience are female, 56.7% are male, with an average age of 44.5 years.

03

Which brands do T. Rowe Price fans like most?

T. Rowe Price fans show strongest brand affinity for CheapOair (35.16×), DocuSign (27.39×), and Aeroméxico (49.85×) over the country average.

04

Where do T. Rowe Price fans live in United States?

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

05

What other brands do T. Rowe Price fans also like?

Beyond T. Rowe Price itself, the audience over-indexes on DocuSign (27.39×), Aeroméxico (49.85×), TIAA–CREF (88.65×), and Grammy Award for Record of the Year (155.14×) 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 T. Rowe Price audiences in other countries

How to read this data

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