Rascasse Audience Intelligence

Western Union Target Market in United States

A data profile of the people who buy, follow and care about Western Union in United States — modelled from more than twelve digital signal sources. Western Union has an estimated audience of 13,622,766 people in United States.

#1among Payment in United States#253among Brand in United States#268in Business & Career

The average Western Union fan in United States is 38.1 years old, more male, and lives primarily in California.

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

Top brand affinities include Money order, AutoZone, Financial services, with strongest over-indexing on Money order (37.43× the country average).

Demographically, the Western Union audience skews more male with an average age of 38.1, and over-indexes on personality traits such as Spirituality, Social Media Usage.

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

The typical Western Union fan in United States is more male, around 38.1 years old, with strong Spirituality tendencies and a notable affinity for Money order.

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

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 Western Union profile in United States.

Audience size
13.6M
in United States
Gender
39.8%♀
60.2% male
Age
38.1
average years
Country rank
#2600
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Western Union

39.8% are female, 60.2% are male, average age 38.1.

Fig. 02

Gender split

39.8%
Female
60.2%
Male
Demographic split for Western Union audience in United States
MetricValue
Female39.8%
Male60.2%
Average age38.1
Estimated audience size13,622,766
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Western Union audience in United States
Age bracketShare%
16-1919%
20-2921%
30-3923%
40-4923%
50+14%
Fig. 04

Worldwide distribution

17.9%

of the worldwide Western Union audience comes from United States.

Worldwide audience distribution share by country for Western Union
CountryShare
United States17.9%
Germany7.2%
France5.7%
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 Western Union audience in United States is strongest.

Fig. 05

Top regions by affinity

Western Union customers by region in United States
#RegionReachAffinity×
01New York~1.5M1.97×
02New Jersey~600K1.70×
03Maryland~400K1.58×
04Nevada~200K1.54×
05Florida~1.5M1.53×
06Texas~1.5M1.45×
07Illinois~600K1.38×
08Hawaii~80K1.37×
09California~2M1.35×
10Connecticut~200K1.32×
11Washington, District of Columbia~50K1.29×
12Georgia~500K1.27×
13Massachusetts~300K1.12×
14Virginia~400K1.10×
15Rhode Island~50K1.06×
16Arizona~300K1.05×
17New Mexico~70K1.05×
18Alaska~30K1.05×
19Mississippi~100K1.03×
20Colorado~200K1.02×
21Washington~300K0.99×
22Oklahoma~200K0.99×
23Delaware~40K0.98×
24North Carolina~400K0.97×
25South Carolina~200K0.96×
26Pennsylvania~400K0.95×
27Louisiana~200K0.95×
28Tennessee~300K0.93×
29Indiana~200K0.89×
30Oregon~100K0.85×
31Arkansas~100K0.85×
32Michigan~300K0.84×
33Alabama~200K0.84×
34Utah~100K0.84×
35Missouri~200K0.81×
36Kentucky~100K0.81×
37Kansas~90K0.79×
38Iowa~90K0.78×
39Ohio~300K0.75×
40Nebraska~50K0.74×
41North Dakota~20K0.73×
42Minnesota~100K0.70×
43Montana~30K0.70×
44West Virginia~40K0.67×
45Vermont~20K0.67×
46Idaho~40K0.64×
47Maine~30K0.64×
48South Dakota~20K0.64×
49New Hampshire~30K0.63×
50Wisconsin~100K0.62×
Fig. 06

Affinity by region

Affinity by region — Western Union, United States
0.62×1.00×1.97×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Western Union audience
#·InterestCategoryAffinity×
01Money orderBusiness & Career37.43×
02Digital media playerTechnology & Electronics11.42×
03RokuBusiness & Career8.03×
04Pilot Flying JCars & Mobility5.90×
05Internet televisionTechnology & Electronics5.67×
06AutoZoneCars & Mobility5.32×
07TelemundoMovies & TV5.08×
08Financial servicesBusiness & Career5.05×
09Advance Auto PartsCars & Mobility4.47×
10Comcast CableTechnology & Electronics4.41×
11CarMaxCars & Mobility4.03×
12Papa John's PizzaFood & Beverages3.80×
13BurlingtonFashion & Accessoires3.49×
14Indeed.comBusiness & Career2.75×
15Wells FargoBusiness & Career2.71×
16Social networking serviceTechnology & Electronics2.66×
17EBayShopping2.56×
18Android (operating system)Technology & Electronics2.41×
19Mobile phonesTechnology & Electronics2.12×
20Mobile appTechnology & Electronics2.04×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Western Union 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 Western Union audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.50×
Social Media UsageJOY1.45×
Need for SecurityCONSERVATISM1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Western Union audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.50×
Early Adopter MentalityPOWER0.56×
IndividualismJOY0.60×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Western Union's target market in United States?

Western Union's target market in United States covers an estimated 13,622,766 people, concentrated in California and Texas.

02

What is the gender split and age of Western Union customers?

39.8% of the Western Union audience are female, 60.2% are male, with an average age of 38.1 years.

03

Which brands do Western Union fans like most?

Western Union fans show strongest brand affinity for Money order (37.43×), AutoZone (5.32×), and Financial services (5.05×) over the country average.

04

Where do Western Union fans live in United States?

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

05

What other brands do Western Union fans also like?

Beyond Western Union itself, the audience over-indexes on AutoZone (5.32×), Financial services (5.05×), Papa John's Pizza (3.8×), and Advance Auto Parts (4.47×) compared to the United States average.

Appendix

Explore more audiences

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

More Payment audiences in United States

See Western Union audiences in other countries

How to read this data

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