Rascasse Audience Intelligence

Yahoo! Finance Audience in United States

A data profile of the people who buy, follow and care about Yahoo! Finance in United States — modelled from more than twelve digital signal sources. Yahoo! Finance has an estimated audience of 44,074,282 people in United States.

#1among Business news in United States#17among Website / Newspaper / Magazine in United States#79in Business & Career

The average Yahoo! Finance fan in United States is 42.5 years old, more male, and lives primarily in California.

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

Top brand affinities include The UPS Store, Wells Fargo, United States Postal Service, with strongest over-indexing on The UPS Store (5.14× the country average).

Demographically, the Yahoo! Finance audience skews more male with an average age of 42.5, and over-indexes on personality traits such as Career Orientation, 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 Yahoo! Finance fan in United States is more male, around 42.5 years old, with strong Career Orientation tendencies and a notable affinity for The UPS Store.

Category: Business & Career · Type: Website / Newspaper / Magazine · Subtype: Business news

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 Yahoo! Finance profile in United States.

Audience size
44.1M
in United States
Gender
36.3%♀
63.7% male
Age
42.5
average years
Country rank
#497
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Yahoo! Finance

36.3% are female, 63.7% are male, average age 42.5.

Fig. 02

Gender split

36.3%
Female
63.7%
Male
Demographic split for Yahoo! Finance audience in United States
MetricValue
Female36.3%
Male63.7%
Average age42.5
Estimated audience size44,074,282
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the Yahoo! Finance audience in United States
Age bracketShare%
16-1916%
20-2915%
30-3918%
40-4922%
50+30%
Fig. 04

Worldwide distribution

53.3%

of the worldwide Yahoo! Finance audience comes from United States.

Worldwide audience distribution share by country for Yahoo! Finance
CountryShare
United States53.3%
China5.8%
Canada5.7%
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 Yahoo! Finance audience in United States is strongest.

Fig. 05

Top regions by affinity

Yahoo! Finance fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~2M1.76×
02Connecticut~800K1.71×
03New York~4M1.53×
04Massachusetts~1.5M1.51×
05New Hampshire~200K1.42×
06Minnesota~800K1.26×
07California~6M1.24×
08Rhode Island~200K1.24×
09Florida~3.5M1.23×
10Illinois~2M1.22×
11Wisconsin~800K1.21×
12Hawaii~200K1.17×
13Pennsylvania~1.5M1.14×
14Virginia~1M1.14×
15Vermont~90K1.13×
16Maine~200K1.11×
17Maryland~800K1.10×
18Delaware~100K1.08×
19Washington~900K1.07×
20Michigan~1M1.06×
21Montana~100K1.03×
22Colorado~700K1.00×
23Ohio~1.5M0.97×
24Nebraska~200K0.97×
25North Carolina~1.5M0.96×
26Iowa~300K0.96×
27Arizona~800K0.94×
28South Carolina~600K0.93×
29Idaho~200K0.92×
30North Dakota~80K0.92×
31Oregon~500K0.91×
32Missouri~600K0.90×
33Nevada~400K0.89×
34Kansas~300K0.89×
35Texas~3.5M0.86×
36Georgia~1M0.85×
37South Dakota~90K0.85×
38Washington, District of Columbia~100K0.84×
39Alaska~80K0.83×
40Indiana~700K0.82×
41Tennessee~700K0.74×
42Kentucky~400K0.73×
43Utah~300K0.73×
44Oklahoma~300K0.71×
45Alabama~400K0.68×
46Louisiana~400K0.65×
47Arkansas~200K0.65×
48New Mexico~100K0.65×
49West Virginia~100K0.55×
50Mississippi~200K0.51×
Fig. 06

Affinity by region

Affinity by region — Yahoo! Finance, United States
0.51×1.00×1.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Yahoo! Finance audience
#·InterestCategoryAffinity×
01CitigroupBusiness & Career17.79×
02TIAA–CREFBusiness & Career17.79×
03T. Rowe PriceBusiness & Career9.04×
04Merrill LynchBusiness & Career8.30×
05PlatoLiterature8.11×
06Giant FoodFood & Beverages7.76×
07Consumer ReportsBusiness & Career5.92×
08Fidelity InvestmentsBusiness & Career5.67×
09The UPS StoreShopping5.14×
10Retirement planningBusiness & Career3.95×
11NASDAQBusiness & Career3.34×
12Advance Auto PartsCars & Mobility2.87×
13Wells FargoBusiness & Career2.81×
14Real propertyHome & Garden2.81×
15United States Postal ServiceBusiness & Career2.67×
16Capital OneBusiness & Career2.66×
17Joe BidenPolitics & Society2.63×
18Online newspaperNews2.57×
19InnovationBusiness & Career2.52×
20AutoZoneCars & Mobility2.45×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Yahoo! Finance 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 Yahoo! Finance audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.74×
Need for SecurityCONSERVATISM1.79×
Early Adopter MentalityPOWER1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Yahoo! Finance audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.70×
CreativityOPEN0.83×
ExtroversionTHRILL0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Yahoo! Finance have in United States?

Yahoo! Finance has an estimated audience of 44,074,282 people in United States, concentrated in California and New York.

02

What is the gender split and age of Yahoo! Finance fans?

36.3% of Yahoo! Finance fans are female, 63.7% are male, with an average age of 42.5 years.

03

Which brands do Yahoo! Finance fans like most?

Yahoo! Finance fans show strongest brand affinity for The UPS Store (5.14×), Wells Fargo (2.81×), and United States Postal Service (2.67×) over the country average.

04

Where do Yahoo! Finance fans live in United States?

Yahoo! Finance fans in United States are most concentrated in California (reach ~6M), New York (reach ~4M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do Yahoo! Finance fans also like?

Beyond Yahoo! Finance itself, the audience over-indexes on Wells Fargo (2.81×), United States Postal Service (2.67×), Capital One (2.66×), and AutoZone (2.45×) compared to the United States average.

Appendix

Explore more audiences

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

More Business news audiences in United States

See Yahoo! Finance audiences in other countries

How to read this data

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