Rascasse Audience Intelligence

Barnes & Noble Target Market in United States

Barnes & Noble has an estimated audience of 17.5M people in United States.

#2among Publishing in United States
#195among brands in United States#34in Literature

The average Barnes & Noble fan in United States is 44.0 years old, more female, and lives primarily in California.

By number of fans, Barnes & Noble ranks #2 among the 237 objects in Publishing in United States — 226.6× the group median.

Its fans are 3.9 years older than the group average of 40.1.

Women make up 69.1% of the fan base, 13.8 percentage points more than the group average.

Compared with the other 236 objects in Publishing, Barnes & Noble fans stand out for their interest in Luke Perry, howard stern show and Michael Cera.

Most fans live in California, New York, Texas.

Top affinities include Luke Perry, howard stern show, Michael Cera, with strongest over-indexing on Luke Perry (10.94× the country average).

Demographically, the Barnes & Noble audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Spirituality, Mindfulness.

The typical Barnes & Noble fan in United States is more female, around 44.0 years old, with strong Spirituality tendencies and a notable affinity for Luke Perry.

Category: Literature · Type: Brand · Subtype: Publishing

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
17.5M
in United States
Gender
69.1%♀
30.9% male
Age
44.0
average years
Country rank
#1901
among all objects in United States
Fig. 01

Search interest · 12-month trend

+35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Barnes & Noble

69.1% are female, 30.9% are male, average age 44.0.

Fig. 02

Gender split

69.1%
Female
30.9%
Male
Demographic split for Barnes & Noble audience in United States
MetricValue
Female69.1%
Male30.9%
Average age44.0
Estimated audience size17.5M
Fig. 03

Age distribution

Ø 44.0
average years
Age distribution of the Barnes & Noble audience in United States
Age bracketShare%
16-2416%
25-3414%
35-4416%
45-5421%
55+34%
Fig. 04

Worldwide distribution

94.6%

of the worldwide Barnes & Noble audience comes from United States.

Worldwide audience distribution share by country for Barnes & Noble
CountryShare
United States94.6%
Canada1.1%
China0.7%
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

Fig. 05

Top regions by affinity

Barnes & Noble customers by region in United States
#RegionReachAffinity×
01New Jersey~800K1.70×
02New York~1.5M1.61×
03Utah~300K1.53×
04Colorado~500K1.49×
05Virginia~700K1.48×
06Washington, District of Columbia~50K1.45×
07Washington~600K1.40×
08Minnesota~400K1.36×
09Connecticut~300K1.36×
10Texas~1.5M1.35×
11Florida~1.5M1.29×
12Arizona~500K1.28×
13California~2.5M1.25×
14Pennsylvania~800K1.20×
15North Carolina~700K1.20×
16New Hampshire~80K1.15×
17Maryland~400K1.13×
18Alaska~40K1.13×
19Rhode Island~60K1.12×
20Illinois~700K1.11×
21Nevada~200K1.10×
22Idaho~100K1.07×
23Hawaii~80K1.05×
24Georgia~600K1.00×
25Massachusetts~400K1.00×
26Oregon~200K0.99×
27Michigan~500K0.96×
28Delaware~50K0.96×
29Oklahoma~200K0.95×
30South Carolina~300K0.91×
31Nebraska~90K0.91×
32Kansas~100K0.89×
33New Mexico~90K0.85×
34Ohio~500K0.83×
35Missouri~300K0.82×
36Wisconsin~200K0.81×
37Montana~50K0.80×
38Vermont~30K0.78×
39Indiana~300K0.76×
40Louisiana~200K0.74×
41Arkansas~100K0.74×
42Maine~50K0.72×
43Tennessee~300K0.71×
44South Dakota~30K0.67×
45Kentucky~200K0.66×
46North Dakota~30K0.66×
47Iowa~100K0.64×
48Mississippi~80K0.52×
49Alabama~100K0.47×
50West Virginia~20K0.24×
Fig. 06

Affinity by region

Affinity by region — Barnes & Noble, United States
0.24×1.00×1.70×
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 Barnes & Noble audience vs. the country average
#·InterestCategoryAffinity×
01Luke PerryMovies & TV10.94×
02howard stern showMovies & TV10.93×
03Michael CeraMovies & TV10.37×
04Alvin and the ChipmunksMusic & Radio10.22×
05Howard SternMovies & TV7.56×
06Eclipse (Meyer novel)Movies & TV7.18×
07Elliot PageMovies & TV5.64×
08Allegiant (novel)Literature5.56×
09AudibleLiterature4.66×
10WattpadInternet & Social Media4.21×
11Audible.comLiterature3.53×
12AuthorLiterature2.76×
13Dick Van DykeMovies & TV2.43×
14USA TodayNews2.41×
15Diane KeatonMovies & TV2.21×
16Michael JacksonMusic & Radio1.92×
17Fantasy moviesMovies & TV1.87×
18SoulHealth1.85×
19Melania TrumpPolitics & Society1.71×
20CNNMovies & TV1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Barnes & Noble audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Barnes & Noble audience vs. the country average · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.58×
MindfulnessBALANCE1.49×
PatriotismCONSERVATISM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Barnes & Noble audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.90×
Quality AwarenessPREMIUM0.95×
DIY MentalityTHRILL0.99×
0×1.00× baseline2×
Appendix

Explore more audiences

More Publishing 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 Barnes & Noble 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/barnes-and-noble-2510” · Methodology