Rascasse Audience Intelligence

Barclays Target Market in United States

A data profile of the people who buy, follow and care about Barclays in United States — modelled from more than twelve digital signal sources. Barclays has an estimated audience of 3,223,113 people in United States.

#13among Bank in United States#1003among Brand in United States#824in Business & Career

The average Barclays fan in United States is 43.4 years old, balanced, and lives primarily in California.

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

Top brand affinities include Hawaiian Airlines, Eli Lilly, Barclaycard, with strongest over-indexing on Hawaiian Airlines (17.88× the country average).

Demographically, the Barclays audience skews balanced with an average age of 43.4, and over-indexes on personality traits such as Career Orientation, Quality Awareness.

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

The typical Barclays fan in United States is balanced, around 43.4 years old, with strong Career Orientation tendencies and a notable affinity for Hawaiian Airlines.

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

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 Barclays profile in United States.

Audience size
3.2M
in United States
Gender
47.9%♀
52.1% male
Age
43.4
average years
Country rank
#9675
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Barclays

47.9% are female, 52.1% are male, average age 43.4.

Fig. 02

Gender split

47.9%
Female
52.1%
Male
Demographic split for Barclays audience in United States
MetricValue
Female47.9%
Male52.1%
Average age43.4
Estimated audience size3,223,113
Fig. 03

Age distribution

Ø 43.4
average years
Age distribution of the Barclays audience in United States
Age bracketShare%
16-1911%
20-2917%
30-3919%
40-4924%
50+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 Kingdom54.8%
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

Where the Barclays audience in United States is strongest.

Fig. 05

Top regions by affinity

Barclays customers by region in United States
#RegionReachAffinity×
01Hawaii~40K3.25×
02Massachusetts~100K2.06×
03New Hampshire~20K1.86×
04Rhode Island~20K1.84×
05New York~300K1.77×
06Connecticut~50K1.65×
07Delaware~10K1.52×
08New Jersey~100K1.40×
09Florida~300K1.29×
10Maine~10K1.18×
11Vermont~6K1.16×
12Washington, District of Columbia~10K1.12×
13Pennsylvania~100K1.10×
14Nevada~30K1.08×
15North Carolina~100K1.01×
16California~300K0.99×
17Arizona~60K0.96×
18Colorado~50K0.96×
19South Carolina~40K0.95×
20Virginia~70K0.94×
21Maryland~50K0.94×
22Oregon~30K0.85×
23Georgia~80K0.84×
24Louisiana~30K0.83×
25Tennessee~50K0.82×
26Ohio~80K0.81×
27Texas~200K0.79×
28Illinois~80K0.79×
29Wisconsin~40K0.79×
30Arkansas~20K0.78×
31Mississippi~20K0.78×
32Washington~50K0.77×
33Missouri~40K0.76×
34Idaho~10K0.76×
35Michigan~60K0.75×
36West Virginia~10K0.75×
37Utah~20K0.74×
38Montana~6K0.74×
39Indiana~40K0.72×
40Alabama~30K0.72×
41Kansas~20K0.71×
42Oklahoma~20K0.70×
43New Mexico~10K0.70×
44Kentucky~30K0.69×
45Minnesota~30K0.68×
46Iowa~20K0.68×
47Nebraska~10K0.68×
48Alaska~4K0.66×
49North Dakota~4K0.65×
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 entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Barclays audience
#·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
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Barclays 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 Barclays audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER3.58×
Quality AwarenessPREMIUM2.64×
SustainabilityBALANCE1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Barclays audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.75×
MindfulnessBALANCE0.85×
TraditionCONSERVATISM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Barclays's target market in United States?

Barclays's target market in United States covers an estimated 3,223,113 people, concentrated in California and New York.

02

What is the gender split and age of Barclays customers?

47.9% of the Barclays audience are female, 52.1% are male, with an average age of 43.4 years.

03

Which brands do Barclays fans like most?

Barclays fans show strongest brand affinity for Hawaiian Airlines (17.88×), Eli Lilly (33.26×), and Barclaycard (64.56×) over the country average.

04

Where do Barclays fans live in United States?

Barclays fans in United States are most concentrated in California (reach ~300K), New York (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Barclays fans also like?

Beyond Barclays itself, the audience over-indexes on Eli Lilly (33.26×), Barclaycard (64.56×), Sequoia Capital (37.92×), and Bank of America (3.8×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States 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 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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