Rascasse Audience Intelligence

Old Navy Target Market in United States

Old Navy has an estimated audience of 64.5M people in United States.

#15among brands in United States#8in Fashion & Accessoires

The average Old Navy fan in United States is 37.1 years old, more female, and lives primarily in California.

Most fans live in California, New York, Texas.

Top affinities include Infant bodysuit, Diaper bag, Aritzia, with strongest over-indexing on Infant bodysuit (2.6× the country average).

Demographically, the Old Navy audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Design Affinity, Pet Ownership.

The typical Old Navy fan in United States is more female, around 37.1 years old, with strong Design Affinity tendencies and a notable affinity for Infant bodysuit.

Category: Fashion & Accessoires · Type: Brand

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
64.5M
in United States
Gender
72.9%♀
27.1% male
Age
37.1
average years
Country rank
#234
among all objects in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Old Navy

72.9% are female, 27.1% are male, average age 37.1.

Fig. 02

Gender split

72.9%
Female
27.1%
Male
Demographic split for Old Navy audience in United States
MetricValue
Female72.9%
Male27.1%
Average age37.1
Estimated audience size64.5M
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the Old Navy audience in United States
Age bracketShare%
16-2426%
25-3421%
35-4420%
45-5418%
55+15%
Fig. 04

Worldwide distribution

79.7%

of the worldwide Old Navy audience comes from United States.

Worldwide audience distribution share by country for Old Navy
CountryShare
United States79.7%
Canada8.8%
United Kingdom1.4%
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

Old Navy customers by region in United States
#RegionReachAffinity×
01Louisiana~1M1.26×
02Connecticut~900K1.26×
03New Jersey~2M1.25×
04New York~5M1.24×
05Rhode Island~300K1.24×
06Pennsylvania~3M1.22×
07Massachusetts~1.5M1.22×
08Mississippi~700K1.20×
09Maine~300K1.19×
10Tennessee~1.5M1.16×
11Utah~700K1.16×
12Illinois~3M1.14×
13New Hampshire~300K1.14×
14Ohio~2.5M1.11×
15North Carolina~2.5M1.11×
16Georgia~2.5M1.10×
17Delaware~200K1.10×
18Missouri~1.5M1.09×
19South Carolina~1M1.09×
20Iowa~700K1.09×
21Vermont~100K1.08×
22Alabama~1M1.07×
23Arkansas~600K1.07×
24Maryland~1.5M1.06×
25Texas~4.5M1.05×
26Kentucky~900K1.05×
27Virginia~1.5M1.04×
28Kansas~600K1.03×
29Indiana~1.5M1.02×
30Nebraska~400K0.99×
31Michigan~2M0.97×
32California~7.5M0.96×
33Oklahoma~700K0.96×
34North Dakota~100K0.96×
35Wisconsin~1M0.95×
36Minnesota~1M0.94×
37Idaho~300K0.94×
38West Virginia~300K0.93×
39Oregon~700K0.91×
40Washington~1.5M0.84×
41Florida~3.5M0.81×
42Arizona~1M0.81×
43Colorado~900K0.78×
44Hawaii~200K0.78×
45South Dakota~100K0.76×
46Nevada~500K0.73×
47Washington, District of Columbia~100K0.73×
48Montana~100K0.70×
49Alaska~90K0.66×
50New Mexico~300K0.62×
Fig. 06

Affinity by region

Affinity by region — Old Navy, United States
0.62×1.00×1.26×
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 Old Navy audience vs. the country average
#·InterestCategoryAffinity×
01Infant bodysuitKids & Family2.60×
02Diaper bagKids & Family2.41×
03AritziaFashion & Accessoires2.34×
04Home Interior DesignHome & Garden2.18×
05Home DesignHome & Garden2.15×
06Boho-chicFashion & Accessoires2.15×
07Home decorating ideasHome & Garden2.10×
08Infant clothingKids & Family1.97×
09H.O.M.E.Home & Garden1.96×
10T.J.MaxxShopping1.94×
11Fashion NovaShopping1.89×
12Kohl'sShopping1.78×
13Healthy habitsHealth1.73×
14ChildbirthKids & Family1.68×
15MarshallsFashion & Accessoires1.65×
16OffspringHome & Garden1.65×
17Harry PotterMovies & TV1.62×
18ToddlerKids & Family1.61×
19PregnancyKids & Family1.59×
201080iTechnology & Electronics1.55×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Old Navy audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Old Navy audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.36×
Pet OwnershipJOY1.24×
SustainabilityBALANCE1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Old Navy audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.65×
Career OrientationPOWER0.69×
PatriotismCONSERVATISM0.70×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fashion & Accessoires 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 Old Navy 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/old-navy-16387” · Methodology