The Vanguard Group Audience in United States

The Vanguard Group logo

The Vanguard Group has an estimated audience of 664,626 people in United States. 57.8% are female, 42.2% are male, average age 41.6. Top regions: California, Texas, New York. Top brand affinities: Charles Schwab Corporation, Toronto-Dominion Bank, Merrill Lynch, Yahoo! Finance, E-Trade.

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, New York. 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.

Category: Business & Career · Type: Brand · Subtype: Venture capital

Demographics of The Vanguard Group fans

Demographic split for The Vanguard Group audience in United States
MetricValue
Female57.8%
Male42.2%
Average age41.6
Estimated audience size664,626

Audience persona

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.

Top regions in United States

Top regions ranked by reach for The Vanguard Group in United States
RegionReachAffinity
California77,6541.06×
Texas52,8090.92×
New York49,0601.32×
Pennsylvania47,7032.13×
Florida46,5401.03×
North Carolina33,4041.67×
Illinois27,3741.24×
Georgia23,1561.13×
New Jersey22,0271.3×
Arizona21,0101.55×
Ohio18,9120.92×
Virginia18,2661.13×
Michigan17,7091.02×
Massachusetts14,4011.1×
Washington13,6051.02×
Maryland13,5031.18×
Tennessee12,8550.96×
Indiana11,5590.95×
South Carolina10,6531.07×
Colorado10,2410.98×
Missouri10,1500.95×
Wisconsin8,4670.85×
Minnesota8,4490.89×
Louisiana8,1320.95×
Kentucky7,6310.92×
Oregon7,4040.97×
Alabama7,2400.78×
Oklahoma6,8710.93×
Connecticut6,8471.03×
Nevada5,6030.87×
Iowa5,2450.96×
Arkansas5,1810.95×
Kansas4,9860.95×
Utah4,3530.73×
Mississippi4,1970.77×
Nebraska3,0020.9×
Idaho2,7280.82×
Delaware2,3391.28×
New Hampshire2,3140.88×
Hawaii2,2850.8×
Maine2,2330.94×
Washington, District of Columbia2,2141.11×
West Virginia2,1890.71×
New Mexico2,1370.64×
South Dakota1,9731.28×
Rhode Island1,9150.91×
Alaska1,2380.87×
Montana1,1110.6×
North Dakota9760.71×
Vermont7990.68×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for The Vanguard Group audience
BrandAffinityCategory
Charles Schwab Corporation21.71×Business & Career
Toronto-Dominion Bank18.07×Business & Career
Merrill Lynch32.73×Business & Career
Yahoo! Finance8.32×Business & Career
E-Trade16.12×Business & Career
Goldman Sachs24.83×Business & Career
Morgan Stanley21.39×Business & Career
TIAA–CREF46.31×Business & Career
Blabbermouth.net (Official)26.73×Music & Radio
American Funds34.06×Business & Career
CNN3.52×Movies & TV
Fidelity Investments13.37×Business & Career
Edward Jones Investments31.46×Business & Career
Morningstar24.64×Business & Career
Cancer14.54×Music & Radio
Lima12.18×Travel & Leisure
Brokerage firm10.7×Business & Career
MarketWatch7.13×Business & Career
Sunday3.47×Home & Garden
Public company3.92×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by The Vanguard Group audience
TraitClusterScore
Career OrientationPOWER3.29
Risk AppetiteTHRILL3.21
Luxury OrientationPREMIUM1.95
Convenience OrientationPREMIUM1.58
Need for SecurityCONSERVATISM1.47
PatriotismCONSERVATISM1.39

Worldwide distribution

Worldwide audience distribution share by country for The Vanguard Group
CountryShare
United States50.2%
United Kingdom12.1%
Canada5.7%

See The Vanguard Group audiences in other countries

More Venture capital audiences in United States

Frequently asked questions

How many fans does The Vanguard Group have in United States?

The Vanguard Group has an estimated audience of 664,626 people in United States, concentrated in California and Texas.

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

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

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.

Where do The Vanguard Group fans live in United States?

The Vanguard Group fans in United States are most concentrated in California (reach 77,654), Texas (reach 52,809), and New York (reach 49,060). These three regions account for the largest share of the active audience.

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.

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.