Rascasse Audience Intelligence

Barclays Target Market in United States

Barclays has an estimated audience of 3,223,113 people in United States.

#20among Bank in United States
#1069among Brand in United States#841in Business & Career

The average Barclays fan in United States is 44.1 years old, balanced, and lives primarily in California.

By number of fans, Barclays ranks #20 among the 611 objects in Bank in United States — 4.7× the group median.

Its fans are 3.6 years older than the group average of 40.5.

Women make up 47.9% of the fan base, 1.1 percentage points fewer than the group average.

Compared with the other 610 objects in Bank, Barclays fans stand out for their interest in Barclaycard, Sequoia Capital and Eli Lilly.

Most fans live in California, New York, Florida.

Top affinities include Barclaycard, Sequoia Capital, Eli Lilly, with strongest over-indexing on Barclaycard (64.56× the country average).

Demographically, the Barclays audience skews balanced with an average age of 44.1, and over-indexes on personality traits such as Career Orientation, Quality Awareness.

The typical Barclays fan in United States is balanced, around 44.1 years old, with strong Career Orientation tendencies and a notable affinity for Barclaycard.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
3.2M
in United States
Gender
47.9%♀
52.1% male
Age
44.1
average years
Country rank
#9576
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Barclays

47.9% are female, 52.1% are male, average age 44.1.

Fig. 02

Gender split

47.9%
Female
52.1%
Male
Demographic split for Barclays audience in United States
MetricValue
Female47.9%
Male52.1%
Average age44.1
Estimated audience size3,223,113
Fig. 03

Age distribution

Ø 44.1
average years
Age distribution of the Barclays audience in United States
Age bracketShare%
16-2411%
25-3417%
35-4419%
45-5424%
55+29%
Fig. 04

Worldwide distribution

21.3%

of the worldwide Barclays audience comes from United States.

Worldwide audience distribution share by country for Barclays
CountryShare
United Kingdom54.9%
United States21.3%
Germany6.5%
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

Barclays customers by region in United States
#RegionReachAffinity×
01Hawaii~50K3.25×
02Massachusetts~100K2.06×
03New Hampshire~20K1.86×
04Rhode Island~20K1.84×
05New York~300K1.77×
06Connecticut~60K1.65×
07Delaware~10K1.52×
08New Jersey~100K1.40×
09Florida~300K1.29×
10Maine~20K1.18×
11Vermont~7K1.16×
12Washington, District of Columbia~7K1.12×
13Pennsylvania~100K1.10×
14Nevada~30K1.08×
15North Carolina~100K1.01×
16California~400K0.99×
17Arizona~70K0.96×
18Colorado~50K0.96×
19South Carolina~50K0.95×
20Virginia~80K0.94×
21Maryland~60K0.94×
22Oregon~30K0.85×
23Georgia~90K0.84×
24Louisiana~40K0.83×
25Tennessee~60K0.82×
26Ohio~90K0.81×
27Texas~200K0.79×
28Illinois~100K0.79×
29Wisconsin~40K0.79×
30Arkansas~20K0.78×
31Mississippi~20K0.78×
32Washington~60K0.77×
33Missouri~50K0.76×
34Idaho~10K0.76×
35Michigan~70K0.75×
36West Virginia~10K0.75×
37Utah~20K0.74×
38Montana~8K0.74×
39Indiana~50K0.72×
40Alabama~30K0.72×
41Kansas~20K0.71×
42Oklahoma~30K0.70×
43New Mexico~10K0.70×
44Kentucky~30K0.69×
45Minnesota~40K0.68×
46Iowa~20K0.68×
47Nebraska~10K0.68×
48Alaska~5K0.66×
49North Dakota~5K0.65×
50South Dakota~5K0.62×
Fig. 06

Affinity by region

Affinity by region — Barclays, United States
0.62×1.00×3.25×
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 Barclays audience vs. the country average
#·InterestCategoryAffinity×
01BarclaycardBusiness & Career64.56×
02Sequoia CapitalBusiness & Career37.92×
03Eli LillyHealth33.26×
04Active managementBusiness & Career24.93×
05Camp RockMovies & TV22.98×
06Hawaiian AirlinesTravel & Leisure17.88×
07Branson, MissouriTravel & Leisure15.96×
08Native hawaiian culturePolitics & Society10.30×
09Retail bankingBusiness & Career7.48×
10Investment bankingBusiness & Career6.81×
11MarylandTravel & Leisure4.10×
12LabCorpHealth3.97×
13Bank of AmericaBusiness & Career3.80×
14AlabamaTravel & Leisure3.75×
15BuildingHome & Garden3.75×
16ChaseBusiness & Career3.48×
17Capital OneBusiness & Career2.93×
18PriceShopping2.91×
19FinanceBusiness & Career2.38×
20FIFA World Cup 2026Sports1.77×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Barclays audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Barclays audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER3.58×
Quality AwarenessPREMIUM2.64×
SustainabilityBALANCE1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Barclays audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.75×
MindfulnessBALANCE0.85×
TraditionCONSERVATISM0.93×
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 Barclays 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/barclays-1448” · Methodology