Rascasse Audience Intelligence

Morgan Stanley Target Market in United States

Morgan Stanley has an estimated audience of 3,852,777 people in United States.

#18among Bank in United States
#908among Brand in United States#744in Business & Career

The average Morgan Stanley fan in United States is 43.0 years old, more female, and lives primarily in California.

By number of fans, Morgan Stanley ranks #18 among the 611 objects in Bank in United States — 5.6× the group median.

Its fans are 2.5 years older than the group average of 40.5.

Women make up 58.4% of the fan base, 9.5 percentage points more than the group average.

Compared with the other 610 objects in Bank, Morgan Stanley fans stand out for their interest in Merrill Lynch, C Sharp (programming language) and AngularJS.

Most fans live in California, New York, Florida.

Top affinities include Merrill Lynch, Goldman Sachs, C Sharp (programming language), with strongest over-indexing on Merrill Lynch (18.33× the country average).

Demographically, the Morgan Stanley audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

The typical Morgan Stanley fan in United States is more female, around 43.0 years old, with strong Career Orientation tendencies and a notable affinity for Merrill Lynch.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
3.9M
in United States
Gender
58.4%♀
41.6% male
Age
43.0
average years
Country rank
#8194
among all objects in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Morgan Stanley

58.4% are female, 41.6% are male, average age 43.0.

Fig. 02

Gender split

58.4%
Female
41.6%
Male
Demographic split for Morgan Stanley audience in United States
MetricValue
Female58.4%
Male41.6%
Average age43.0
Estimated audience size3,852,777
Fig. 03

Age distribution

Ø 43.0
average years
Age distribution of the Morgan Stanley audience in United States
Age bracketShare%
16-2419%
25-3417%
35-4413%
45-5416%
55+35%
Fig. 04

Worldwide distribution

45.1%

of the worldwide Morgan Stanley audience comes from United States.

Worldwide audience distribution share by country for Morgan Stanley
CountryShare
United States45.1%
India8.5%
United Kingdom6.3%
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

Fig. 05

Top regions by affinity

Morgan Stanley customers by region in United States
#RegionReachAffinity×
01Vermont~20K2.14×
02New York~500K2.01×
03New Jersey~200K1.94×
04Maryland~100K1.68×
05Connecticut~70K1.68×
06Massachusetts~100K1.53×
07Washington, District of Columbia~10K1.51×
08California~600K1.40×
09Washington~100K1.32×
10Florida~300K1.25×
11Utah~50K1.24×
12Hawaii~20K1.19×
13New Hampshire~20K1.19×
14Virginia~100K1.15×
15Delaware~10K1.13×
16Illinois~200K1.12×
17Pennsylvania~200K1.11×
18Georgia~100K1.11×
19Maine~20K1.10×
20Rhode Island~10K1.10×
21Colorado~70K1.04×
22Idaho~20K0.98×
23Louisiana~50K0.97×
24Oregon~50K0.96×
25Arizona~80K0.95×
26Michigan~100K0.94×
27North Carolina~100K0.92×
28South Carolina~60K0.90×
29Nevada~30K0.88×
30Ohio~100K0.86×
31Alabama~50K0.86×
32Wisconsin~50K0.79×
33New Mexico~20K0.78×
34Alaska~6K0.78×
35Texas~200K0.76×
36Minnesota~50K0.75×
37Indiana~60K0.72×
38Montana~9K0.72×
39Wyoming~5K0.71×
40Tennessee~60K0.68×
41Kentucky~30K0.67×
42Missouri~50K0.66×
43Oklahoma~30K0.62×
44Kansas~20K0.61×
45Iowa~20K0.60×
46West Virginia~10K0.60×
47Nebraska~10K0.59×
48Arkansas~20K0.55×
49Mississippi~20K0.54×
50South Dakota~5K0.52×
Fig. 06

Affinity by region

Affinity by region — Morgan Stanley, United States
0.52×1.00×2.14×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Morgan Stanley audience vs. the country average
#·InterestCategoryAffinity×
01Merrill LynchBusiness & Career18.33×
02Goldman SachsBusiness & Career15.27×
03C Sharp (programming language)Technology & Electronics12.76×
04AngularJSTechnology & Electronics12.61×
05Stack OverflowTechnology & Electronics12.34×
06Charles Schwab CorporationBusiness & Career12.03×
07JPMorgan ChaseBusiness & Career10.38×
08E-TradeBusiness & Career8.12×
09Fidelity InvestmentsBusiness & Career7.91×
10Bank of AmericaBusiness & Career7.05×
11CitibankBusiness & Career6.56×
12Yahoo! FinanceBusiness & Career6.29×
13MarketWatchBusiness & Career4.49×
14PHPTechnology & Electronics3.86×
15Wells FargoBusiness & Career3.46×
16Indeed.comBusiness & Career3.24×
17ChaseBusiness & Career3.03×
18WeekBusiness & Career2.94×
19Capital OneBusiness & Career2.53×
20CNNMovies & TV1.79×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Morgan Stanley audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Morgan Stanley audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER4.36×
Risk AppetiteTHRILL1.87×
Need for SecurityCONSERVATISM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Morgan Stanley audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.88×
TraditionCONSERVATISM0.98×
Pet OwnershipJOY1.03×
0×1.00× baseline2×
Appendix

Explore more audiences

More Bank audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Morgan Stanley over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/morgan-stanley-12605” · Methodology