Rascasse Audience Intelligence

Wallet Audience in United States

A data profile of the people who buy, follow and care about Wallet in United States — modelled from more than twelve digital signal sources. Wallet has an estimated audience of 16,031,567 people in United States.

#1474among Topic in United States#103in Fashion & Accessoires

The average Wallet fan in United States is 41.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Medicare (United States), Cash, Life insurance, with strongest over-indexing on Medicare (United States) (1.98× the country average).

Demographically, the Wallet audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Creativity, Need for Security.

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

The typical Wallet fan in United States is more female, around 41.9 years old, with strong Creativity tendencies and a notable affinity for Medicare (United States).

Category: Fashion & Accessoires · Type: Topic

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 Wallet profile in United States.

Audience size
16M
in United States
Gender
65.0%♀
35.0% male
Age
41.9
average years
Country rank
#2160
Topic in United States
Fig. 01

Search interest · 12-month trend

+35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wallet fans

65.0% are female, 35.0% are male, average age 41.9.

Fig. 02

Gender split

65.0%
Female
35.0%
Male
Demographic split for Wallet audience in United States
MetricValue
Female65.0%
Male35.0%
Average age41.9
Estimated audience size16,031,567
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Wallet audience in United States
Age bracketShare%
16-1913%
20-2919%
30-3920%
40-4923%
50+25%
Fig. 04

Worldwide distribution

20.3%

of the worldwide Wallet audience comes from United States.

Worldwide audience distribution share by country for Wallet
CountryShare
United States20.3%
Japan12.0%
Indonesia4.3%
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 Wallet audience in United States is strongest.

Fig. 05

Top regions by affinity

Wallet fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~200K1.33×
02Louisiana~300K1.28×
03Georgia~600K1.26×
04Alabama~300K1.22×
05Nevada~200K1.18×
06Florida~1.5M1.16×
07Hawaii~80K1.13×
08New York~1M1.12×
09California~2M1.11×
10Tennessee~400K1.11×
11Arkansas~100K1.11×
12Texas~1.5M1.08×
13North Carolina~500K1.07×
14South Carolina~300K1.06×
15Oklahoma~200K1.05×
16New Jersey~400K1.03×
17Indiana~300K1.02×
18Missouri~300K1.02×
19Kentucky~200K1.02×
20Connecticut~200K1.02×
21Illinois~500K1.01×
22Virginia~400K1.01×
23Arizona~300K1.01×
24Maryland~300K1.01×
25Pennsylvania~500K1.00×
26Michigan~400K1.00×
27Massachusetts~300K1.00×
28Washington, District of Columbia~50K1.00×
29Ohio~500K0.99×
30Kansas~100K0.99×
31Washington~300K0.98×
32Nebraska~80K0.98×
33Colorado~200K0.96×
34Iowa~100K0.96×
35West Virginia~70K0.96×
36Delaware~40K0.96×
37New Mexico~80K0.95×
38Minnesota~200K0.94×
39Oregon~200K0.93×
40Alaska~30K0.90×
41Wisconsin~200K0.88×
42North Dakota~30K0.88×
43Montana~40K0.87×
44Utah~100K0.86×
45Rhode Island~40K0.86×
46Maine~50K0.85×
47South Dakota~30K0.84×
48New Hampshire~50K0.82×
49Idaho~70K0.81×
50Vermont~20K0.78×
Fig. 06

Affinity by region

Affinity by region — Wallet, United States
0.78×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wallet audience
#·InterestCategoryAffinity×
01Radio-frequency identificationTechnology & Electronics5.56×
02PocketFashion & Accessoires2.15×
03CashBusiness & Career2.12×
04Medicare (United States)Health1.98×
05Multi-toolHome & Garden1.87×
06CoinBusiness & Career1.84×
07Department of Motor VehiclesCars & Mobility1.72×
08Retirement communityKids & Family1.72×
09Aspen DentalHealth1.71×
10Drill bitHome & Garden1.68×
11SolitaireGames1.66×
12QVCMovies & TV1.65×
13QuizGames1.63×
14RetirementBusiness & Career1.58×
15WaterproofingHome & Garden1.58×
16Life insuranceBusiness & Career1.56×
17BackpackFashion & Accessoires1.56×
18Nancy PelosiPolitics & Society1.55×
19Christmas treeKids & Family1.54×
20Diaper bagKids & Family1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wallet 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 Wallet audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.18×
Need for SecurityCONSERVATISM1.13×
SpiritualityBALANCE0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wallet audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.71×
Design AffinityPREMIUM0.71×
Luxury OrientationPREMIUM0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wallet have in United States?

Wallet has an estimated audience of 16,031,567 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Wallet fans?

65.0% of Wallet fans are female, 35.0% are male, with an average age of 41.9 years.

03

Which brands do Wallet fans like most?

Wallet fans show strongest brand affinity for Medicare (United States) (1.98×), Cash (2.12×), and Life insurance (1.56×) over the country average.

04

Where do Wallet fans live in United States?

Wallet fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Wallet fans also like?

Beyond Wallet itself, the audience over-indexes on Cash (2.12×), Life insurance (1.56×), Radio-frequency identification (5.56×), and Quiz (1.63×) compared to the United States average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in United States

See Wallet audiences in other countries

How to read this data

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