Barclays Target Market in United Kingdom
Barclays has an estimated audience of 8,690,203 people in United Kingdom. 50.4% are female, 49.6% are male, average age 46.5. Top regions: England, South East, Greater London. Top brand affinities: Halifax (United Kingdom bank), HSBC, NatWest, Lloyds Bank, Financial services.
The average Barclays fan in United Kingdom is 46.5 years old, balanced, and lives primarily in England. The audience is concentrated in England, South East, Greater London. Top brand affinities include Halifax (United Kingdom bank), HSBC, NatWest, with strongest over-indexing on Halifax (United Kingdom bank) (5.6× the country average). Demographically, the Barclays audience skews balanced with an average age of 46.5, and over-indexes on personality traits such as Need for Security, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Business & Career · Type: Brand · Subtype: Bank
Customer demographics of Barclays
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 46.5 |
| Estimated audience size | 8,690,203 |
Audience persona
The typical Barclays fan in United Kingdom is balanced, around 46.5 years old, with strong Need for Security tendencies and a notable affinity for Halifax (United Kingdom bank).
Barclays customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~6.5M | 1.54× |
| South East | ~1M | 1.06× |
| Greater London | ~1M | 1.07× |
| East of England | ~1M | 1.39× |
| North West | ~1M | 1.1× |
| South West | ~800K | 1.07× |
| Wales | ~800K | 1.52× |
| East Midlands | ~600K | 1.02× |
| Yorkshire and the Humber | ~400K | 0.63× |
| Scotland | ~400K | 0.5× |
| North East | ~300K | 0.96× |
| West Midlands | ~300K | 0.71× |
| Northern Ireland | ~100K | 0.44× |
Top brand affinities of the Barclays audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Halifax (United Kingdom bank) | 5.6× | Business & Career |
| HSBC | 7.06× | Business & Career |
| NatWest | 5.86× | Business & Career |
| Lloyds Bank | 4.1× | Business & Career |
| Financial services | 2.99× | Business & Career |
| Bank of Scotland | 4.7× | Business & Career |
| Mortgage loans | 2.7× | Business & Career |
| Loan | 3.01× | Business & Career |
| Banking | 2.01× | Business & Career |
| Santander Bank | 4.92× | Business & Career |
| BNP Paribas | 12.56× | Business & Career |
| Nationwide Building Society | 3.75× | Business & Career |
| Octopus Energy | 1.92× | Home & Garden |
| Credit cards | 1.8× | Business & Career |
| Pension | 2.76× | Business & Career |
| British Gas | 2.03× | Home & Garden |
| National Lottery (Ireland) | 1.69× | Games |
| B&Q | 1.62× | Shopping |
| Cheque | 3.08× | Fashion & Accessoires |
| Breaking news | 1.63× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.55 |
| Career Orientation | POWER | 1.42 |
| Family Orientation | CONSERVATISM | 1.38 |
| Quality Awareness | PREMIUM | 1.23 |
| Community Orientation | OPEN | 1.05 |
| Patriotism | CONSERVATISM | 1.02 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 55.3% |
| United States | 20.1% |
| Germany | 6.9% |
See Barclays audiences in other countries
More Bank audiences in United Kingdom
- Lloyds Bank (15,889,579)
- Halifax (United Kingdom bank) (14,855,051)
- NatWest (9,628,372)
- HSBC (7,125,716)
- Bank of Scotland (4,439,552)
Frequently asked questions
Who is Barclays's target market in United Kingdom?
Barclays's target market in United Kingdom covers an estimated 8,690,203 people, concentrated in England and South East.
What is the gender split and age of Barclays customers?
50.4% of the Barclays audience are female, 49.6% are male, with an average age of 46.5 years.
Which brands do Barclays fans like most?
Barclays fans show strongest brand affinity for Halifax (United Kingdom bank) (5.6×), HSBC (7.06×), and NatWest (5.86×) over the country average.
Where do Barclays fans live in United Kingdom?
Barclays fans in United Kingdom are most concentrated in England (reach ~6.5M), South East (reach ~1M), and Greater London (reach ~1M). These three regions account for the largest share of the active audience.
What other brands do Barclays fans also like?
Beyond Barclays itself, the audience over-indexes on HSBC (7.06×), NatWest (5.86×), Lloyds Bank (4.1×), and Financial services (2.99×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Barclays. 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 Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.