Rascasse Audience Intelligence

Barnes & Noble Target Market in United States

A data profile of the people who buy, follow and care about Barnes & Noble in United States — modelled from more than twelve digital signal sources. Barnes & Noble has an estimated audience of 17,514,496 people in United States.

#2among Publishing in United States#189among Brand in United States#34in Literature

The average Barnes & Noble fan in United States is 43.3 years old, more female, and lives primarily in California.

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

Top brand affinities include Alvin and the Chipmunks, Prism, Michael Cera, with strongest over-indexing on Alvin and the Chipmunks (10.22× the country average).

Demographically, the Barnes & Noble audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Spirituality, Mindfulness.

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

The typical Barnes & Noble fan in United States is more female, around 43.3 years old, with strong Spirituality tendencies and a notable affinity for Alvin and the Chipmunks.

Category: Literature · Type: Brand · Subtype: Publishing

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 Barnes & Noble profile in United States.

Audience size
17.5M
in United States
Gender
69.1%♀
30.9% male
Age
43.3
average years
Country rank
#1935
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Barnes & Noble

69.1% are female, 30.9% are male, average age 43.3.

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 age43.3
Estimated audience size17,514,496
Fig. 03

Age distribution

Ø 43.3
average years
Age distribution of the Barnes & Noble audience in United States
Age bracketShare%
16-1916%
20-2914%
30-3916%
40-4921%
50+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

Where the Barnes & Noble audience in United States is strongest.

Fig. 05

Top regions by affinity

Barnes & Noble customers by region in United States
#RegionReachAffinity×
01New Jersey~700K1.70×
02New York~1.5M1.61×
03Utah~200K1.53×
04Colorado~400K1.49×
05Virginia~600K1.48×
06Washington, District of Columbia~70K1.45×
07Washington~500K1.40×
08Minnesota~300K1.36×
09Connecticut~200K1.36×
10Texas~2M1.35×
11Florida~1.5M1.29×
12Arizona~400K1.28×
13California~2.5M1.25×
14Pennsylvania~700K1.20×
15North Carolina~600K1.20×
16New Hampshire~70K1.15×
17Maryland~300K1.13×
18Alaska~40K1.13×
19Rhode Island~60K1.12×
20Illinois~600K1.11×
21Nevada~200K1.10×
22Idaho~90K1.07×
23Hawaii~70K1.05×
24Georgia~500K1.00×
25Massachusetts~300K1.00×
26Oregon~200K0.99×
27Michigan~400K0.96×
28Delaware~40K0.96×
29Oklahoma~200K0.95×
30South Carolina~200K0.91×
31Nebraska~80K0.91×
32Kansas~100K0.89×
33New Mexico~70K0.85×
34Ohio~400K0.83×
35Missouri~200K0.82×
36Wisconsin~200K0.81×
37Montana~40K0.80×
38Vermont~20K0.78×
39Indiana~200K0.76×
40Louisiana~200K0.74×
41Arkansas~100K0.74×
42Maine~40K0.72×
43Tennessee~200K0.71×
44South Dakota~30K0.67×
45Kentucky~100K0.66×
46North Dakota~20K0.66×
47Iowa~90K0.64×
48Mississippi~70K0.52×
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 entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Barnes & Noble audience
#·InterestCategoryAffinity×
01Luke PerryMovies & TV10.94×
02howard stern showMovies & TV10.93×
03Michael CeraMovies & TV10.37×
04Alvin and the ChipmunksMusic & Radio10.22×
05PrismMusic & Radio9.34×
06Howard SternMovies & TV7.56×
07Eclipse (Meyer novel)Movies & TV7.18×
08Elliot PageMovies & TV5.64×
09Allegiant (novel)Literature5.56×
10AudibleLiterature4.66×
11WattpadInternet & Social Media4.21×
12Audible.comLiterature3.53×
13AuthorLiterature2.76×
14Dick Van DykeMovies & TV2.43×
15USA TodayNews2.41×
16Mitch McConnellPolitics & Society2.00×
17Michael JacksonMusic & Radio1.92×
18SoulHealth1.85×
19Melania TrumpPolitics & Society1.71×
20CNNMovies & TV1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Barnes & Noble 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 Barnes & Noble audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.58×
MindfulnessBALANCE1.49×
PatriotismCONSERVATISM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Barnes & Noble audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.90×
Quality AwarenessPREMIUM0.95×
DIY MentalityTHRILL0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Barnes & Noble's target market in United States?

Barnes & Noble's target market in United States covers an estimated 17,514,496 people, concentrated in California and Texas.

02

What is the gender split and age of Barnes & Noble customers?

69.1% of the Barnes & Noble audience are female, 30.9% are male, with an average age of 43.3 years.

03

Which brands do Barnes & Noble fans like most?

Barnes & Noble fans show strongest brand affinity for Alvin and the Chipmunks (10.22×), Prism (9.34×), and Michael Cera (10.37×) over the country average.

04

Where do Barnes & Noble fans live in United States?

Barnes & Noble fans in United States are most concentrated in California (reach ~2.5M), Texas (reach ~2M), and New York (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Barnes & Noble fans also like?

Beyond Barnes & Noble itself, the audience over-indexes on Prism (9.34×), Michael Cera (10.37×), Mitch McConnell (2×), and Allegiant (novel) (5.56×) compared to the United States average.

Appendix

Explore more audiences

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

More Publishing audiences in United States

See Barnes & Noble audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Barnes & Noble. 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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