Rascasse Audience Intelligence

Barclaycard Target Market in United States

A data profile of the people who buy, follow and care about Barclaycard in United States — modelled from more than twelve digital signal sources. Barclaycard has an estimated audience of 291,154 people in United States.

#4among Credit card in United States#5088among Brand in United States#3011in Business & Career

The average Barclaycard fan in United States is 38.5 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Florida.

Top brand affinities include Capital One, Google News, Nelson DeMille, with strongest over-indexing on Capital One (15.27× the country average).

Demographically, the Barclaycard audience skews balanced with an average age of 38.5, and over-indexes on personality traits such as Career Orientation, Spirituality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Barclaycard fan in United States is balanced, around 38.5 years old, with strong Career Orientation tendencies and a notable affinity for Capital One.

Category: Business & Career · Type: Brand · Subtype: Credit card

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Barclaycard profile in United States.

Audience size
291K
in United States
Gender
48.7%♀
51.3% male
Age
38.5
average years
Country rank
#49108
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Barclaycard

48.7% are female, 51.3% are male, average age 38.5.

Fig. 02

Gender split

48.7%
Female
51.3%
Male
Demographic split for Barclaycard audience in United States
MetricValue
Female48.7%
Male51.3%
Average age38.5
Estimated audience size291,154
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Barclaycard audience in United States
Age bracketShare%
16-1935%
20-2911%
30-3910%
40-4912%
50+32%
Fig. 04

Worldwide distribution

10.3%

of the worldwide Barclaycard audience comes from United States.

Worldwide audience distribution share by country for Barclaycard
CountryShare
United Kingdom79.3%
United States10.3%
Germany3.9%
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

Where the Barclaycard audience in United States is strongest.

Fig. 05

Top regions by affinity

Barclaycard customers by region in United States
#RegionReachAffinity×
01Massachusetts~10K2.23×
02New Hampshire~2K1.86×
03Hawaii~2K1.76×
04New York~30K1.73×
05Connecticut~5K1.69×
06Vermont<1K1.64×
07Pennsylvania~10K1.50×
08Delaware~1K1.46×
09New Jersey~10K1.44×
10Maine~1K1.27×
11Washington, District of Columbia~1K1.21×
12Rhode Island~1K1.20×
13Florida~20K1.14×
14North Carolina~10K1.13×
15Arizona~6K1.06×
16California~30K1.01×
17Colorado~5K1.00×
18Virginia~7K0.99×
19Wisconsin~4K0.98×
20Illinois~9K0.96×
21South Carolina~4K0.96×
22Nevada~3K0.95×
23Oregon~3K0.94×
24Maryland~5K0.92×
25Washington~5K0.87×
26Ohio~8K0.85×
27Georgia~8K0.84×
28Missouri~4K0.84×
29New Mexico~1K0.84×
30Tennessee~5K0.83×
31Kansas~2K0.81×
32Alabama~3K0.80×
33Mississippi~2K0.80×
34Louisiana~3K0.79×
35Utah~2K0.78×
36Idaho~1K0.78×
37Alaska<1K0.78×
38Indiana~4K0.77×
39Oklahoma~3K0.77×
40West Virginia~1K0.76×
41Montana<1K0.76×
42North Dakota<1K0.74×
43Kentucky~3K0.73×
44Arkansas~2K0.73×
45Michigan~5K0.71×
46Iowa~2K0.70×
47Nebraska~1K0.70×
48Texas~20K0.69×
49South Dakota<1K0.68×
50Minnesota~3K0.67×
Fig. 06

Affinity by region

Affinity by region — Barclaycard, United States
0.67×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Barclaycard audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Barclaycard audience
#·InterestCategoryAffinity×
01Nelson DeMilleLiterature236.55×
02EpsomTravel & Leisure82.00×
03PyreneesTravel & Leisure75.53×
04Iker CasillasSports67.95×
05Crucial MemoryTechnology & Electronics49.86×
06Satya NadellaBusiness & Career45.30×
07Andy WilliamsMusic & Radio41.22×
08Tom FeltonMovies & TV25.93×
09Toronto-Dominion BankBusiness & Career20.00×
10Carmen ElectraMovies & TV20.00×
11Kirstie AlleyMovies & TV16.30×
12Branson, MissouriTravel & Leisure15.96×
13Google NewsNews15.55×
14Capital OneBusiness & Career15.27×
15Flex (magazine)Sports14.97×
16CitibankBusiness & Career9.96×
17CapCutTechnology & Electronics9.78×
18American ExpressBusiness & Career5.33×
19Charles Schwab CorporationBusiness & Career5.13×
20Pacific OceanTravel & Leisure4.93×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Barclaycard audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Barclaycard audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.22×
SpiritualityBALANCE1.78×
Risk AppetiteTHRILL1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Barclaycard audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.98×
Urban LifestyleOPEN0.99×
TraditionCONSERVATISM0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Barclaycard's target market in United States?

Barclaycard's target market in United States covers an estimated 291,154 people, concentrated in California and New York.

02

What is the gender split and age of Barclaycard customers?

48.7% of the Barclaycard audience are female, 51.3% are male, with an average age of 38.5 years.

03

Which brands do Barclaycard fans like most?

Barclaycard fans show strongest brand affinity for Capital One (15.27×), Google News (15.55×), and Nelson DeMille (236.55×) over the country average.

04

Where do Barclaycard fans live in United States?

Barclaycard fans in United States are most concentrated in California (reach ~30K), New York (reach ~30K), and Florida (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Barclaycard fans also like?

Beyond Barclaycard itself, the audience over-indexes on Google News (15.55×), Nelson DeMille (236.55×), Toronto-Dominion Bank (20×), and Tom Felton (25.93×) compared to the United States average.

Appendix

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Related profiles, rankings and the same audience in other markets.

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How to read this data

Audience size is the estimated number of people in United States who actively search for Barclaycard. 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 States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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