Rascasse Audience Intelligence

The Vanguard Group Target Market in United States

A data profile of the people who buy, follow and care about The Vanguard Group in United States — modelled from more than twelve digital signal sources. The Vanguard Group has an estimated audience of 649,935 people in United States.

#3214among Brand in United States#1964in Business & Career

The average The Vanguard Group fan in United States is 41.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Pennsylvania.

Top brand affinities include Charles Schwab Corporation, Toronto-Dominion Bank, Merrill Lynch, with strongest over-indexing on Charles Schwab Corporation (21.71× the country average).

Demographically, the The Vanguard Group audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

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

The typical The Vanguard Group fan in United States is more female, around 41.6 years old, with strong Career Orientation tendencies and a notable affinity for Charles Schwab Corporation.

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 The Vanguard Group profile in United States.

Audience size
650K
in United States
Gender
57.8%♀
42.2% male
Age
41.6
average years
Country rank
#31284
Brand in United States
Fig. 01

Search interest · 12-month trend

-48%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of The Vanguard Group

57.8% are female, 42.2% are male, average age 41.6.

Fig. 02

Gender split

57.8%
Female
42.2%
Male
Demographic split for The Vanguard Group audience in United States
MetricValue
Female57.8%
Male42.2%
Average age41.6
Estimated audience size649,935
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the The Vanguard Group audience in United States
Age bracketShare%
16-1920%
20-2917%
30-3913%
40-4915%
50+34%
Fig. 04

Worldwide distribution

49.4%

of the worldwide The Vanguard Group audience comes from United States.

Worldwide audience distribution share by country for The Vanguard Group
CountryShare
United States49.4%
United Kingdom12.4%
Canada5.9%
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 The Vanguard Group audience in United States is strongest.

Fig. 05

Top regions by affinity

The Vanguard Group customers by region in United States
#RegionReachAffinity×
01Pennsylvania~50K2.23×
02Arizona~30K1.91×
03North Carolina~30K1.56×
04New Jersey~20K1.27×
05New York~40K1.19×
06Delaware~2K1.16×
07Maryland~10K1.15×
08Washington, District of Columbia~2K1.13×
09Virginia~20K1.12×
10South Dakota~2K1.11×
11Illinois~20K1.09×
12South Carolina~10K1.09×
13Georgia~20K1.05×
14Florida~50K1.03×
15Massachusetts~10K1.03×
16Connecticut~7K1.03×
17Maine~2K1.02×
18Oregon~8K0.99×
19California~70K0.98×
20Washington~10K0.98×
21Rhode Island~2K0.97×
22Alaska~1K0.97×
23Tennessee~10K0.96×
24Louisiana~8K0.96×
25Iowa~5K0.96×
26Michigan~20K0.95×
27New Hampshire~2K0.94×
28Ohio~20K0.93×
29Indiana~10K0.93×
30Colorado~10K0.93×
31Oklahoma~7K0.93×
32Arkansas~5K0.93×
33Kansas~5K0.93×
34Nebraska~3K0.93×
35Missouri~10K0.92×
36Hawaii~3K0.92×
37Vermont~1K0.92×
38Kentucky~8K0.91×
39Idaho~3K0.91×
40North Dakota~1K0.91×
41Texas~50K0.90×
42Minnesota~9K0.90×
43Nevada~6K0.90×
44West Virginia~3K0.89×
45Montana~2K0.89×
46Mississippi~5K0.86×
47Wisconsin~8K0.85×
48New Mexico~3K0.84×
49Alabama~8K0.82×
50Utah~5K0.79×
Fig. 06

Affinity by region

Affinity by region — The Vanguard Group, United States
0.79×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for The Vanguard Group audience
#·InterestCategoryAffinity×
01TIAA–CREFBusiness & Career46.31×
02American FundsBusiness & Career34.06×
03Merrill LynchBusiness & Career32.73×
04Edward Jones InvestmentsBusiness & Career31.46×
05Blabbermouth.net (Official)Music & Radio26.73×
06Goldman SachsBusiness & Career24.83×
07Charles Schwab CorporationBusiness & Career21.71×
08Morgan StanleyBusiness & Career21.39×
09The Motley FoolBusiness & Career19.02×
10Toronto-Dominion BankBusiness & Career18.07×
11E-TradeBusiness & Career16.12×
12CancerMusic & Radio14.54×
13Fidelity InvestmentsBusiness & Career13.37×
14LimaTravel & Leisure12.18×
15Brokerage firmBusiness & Career10.70×
16Yahoo! FinanceBusiness & Career8.32×
17MarketWatchBusiness & Career7.13×
18Public companyBusiness & Career3.92×
19CNNMovies & TV3.52×
20SundayHome & Garden3.47×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the The Vanguard Group 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 The Vanguard Group audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER4.98×
Risk AppetiteTHRILL2.86×
Need for SecurityCONSERVATISM1.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by The Vanguard Group audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.96×
CreativityOPEN1.07×
Pet OwnershipJOY1.10×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is The Vanguard Group's target market in United States?

The Vanguard Group's target market in United States covers an estimated 649,935 people, concentrated in California and Texas.

02

What is the gender split and age of The Vanguard Group customers?

57.8% of the The Vanguard Group audience are female, 42.2% are male, with an average age of 41.6 years.

03

Which brands do The Vanguard Group fans like most?

The Vanguard Group fans show strongest brand affinity for Charles Schwab Corporation (21.71×), Toronto-Dominion Bank (18.07×), and Merrill Lynch (32.73×) over the country average.

04

Where do The Vanguard Group fans live in United States?

The Vanguard Group fans in United States are most concentrated in California (reach ~70K), Texas (reach ~50K), and Pennsylvania (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do The Vanguard Group fans also like?

Beyond The Vanguard Group itself, the audience over-indexes on Toronto-Dominion Bank (18.07×), Merrill Lynch (32.73×), Yahoo! Finance (8.32×), and E-Trade (16.12×) 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 The Vanguard Group audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 200+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →