Rascasse Audience Intelligence

Kindle Target Market in United States

A data profile of the people who buy, follow and care about Kindle in United States — modelled from more than twelve digital signal sources. Kindle has an estimated audience of 4,112,278 people in United States.

#806among Brand in United States#324in Technology & Electronics

The average Kindle fan in United States is 32.4 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Young-adult fiction, E-book readers, Guardians of the Galaxy (film), with strongest over-indexing on Young-adult fiction (15.19× the country average).

Demographically, the Kindle audience skews more female with an average age of 32.4, and over-indexes on personality traits such as Patriotism, Urban Lifestyle.

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

The typical Kindle fan in United States is more female, around 32.4 years old, with strong Patriotism tendencies and a notable affinity for Young-adult fiction.

Category: Technology & Electronics · Type: Brand

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 Kindle profile in United States.

Audience size
4.1M
in United States
Gender
65.8%♀
34.2% male
Age
32.4
average years
Country rank
#7873
Brand in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kindle

65.8% are female, 34.2% are male, average age 32.4.

Fig. 02

Gender split

65.8%
Female
34.2%
Male
Demographic split for Kindle audience in United States
MetricValue
Female65.8%
Male34.2%
Average age32.4
Estimated audience size4,112,278
Fig. 03

Age distribution

Ø 32.4
average years
Age distribution of the Kindle audience in United States
Age bracketShare%
16-1942%
20-2918%
30-3915%
40-4914%
50+11%
Fig. 04

Worldwide distribution

18.4%

of the worldwide Kindle audience comes from United States.

Worldwide audience distribution share by country for Kindle
CountryShare
Japan25.7%
United States18.4%
Brazil18.1%
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 Kindle audience in United States is strongest.

Fig. 05

Top regions by affinity

Kindle customers by region in United States
#RegionReachAffinity×
01Utah~40K1.22×
02Delaware~10K1.20×
03Alaska~10K1.14×
04Arkansas~40K1.11×
05Maine~20K1.11×
06Massachusetts~90K1.10×
07Alabama~60K1.10×
08New Hampshire~20K1.09×
09Washington, District of Columbia~10K1.09×
10Idaho~20K1.08×
11Tennessee~80K1.06×
12Colorado~70K1.06×
13Oklahoma~50K1.06×
14Montana~10K1.06×
15Washington~80K1.05×
16Virginia~100K1.04×
17Oregon~50K1.04×
18Iowa~30K1.04×
19Nebraska~20K1.03×
20Kentucky~50K1.02×
21Kansas~30K1.02×
22Vermont~7K1.02×
23North Carolina~100K1.01×
24Missouri~60K1.01×
25Hawaii~20K1.01×
26Arizona~80K1.00×
27Connecticut~40K1.00×
28Georgia~100K0.99×
29Minnesota~60K0.99×
30West Virginia~20K0.99×
31Texas~300K0.98×
32North Dakota~8K0.98×
33South Carolina~60K0.97×
34Florida~300K0.96×
35New York~200K0.96×
36Pennsylvania~100K0.96×
37Wisconsin~60K0.95×
38Louisiana~50K0.95×
39Illinois~100K0.94×
40Indiana~70K0.94×
41Mississippi~30K0.93×
42Rhode Island~10K0.93×
43South Dakota~9K0.93×
44Ohio~100K0.92×
45Michigan~100K0.92×
46New Jersey~90K0.92×
47Maryland~60K0.90×
48New Mexico~20K0.89×
49Nevada~30K0.82×
50California~300K0.76×
Fig. 06

Affinity by region

Affinity by region — Kindle, United States
0.76×1.00×1.22×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kindle audience
#·InterestCategoryAffinity×
01Celebrity GossipNews15.92×
02Young-adult fictionLiterature15.19×
03Anthony MackieMovies & TV12.78×
04Doctor StrangeLiterature12.12×
05Cath KidstonFashion & Accessoires12.12×
06PlasterHealth11.39×
07Guardians of the Galaxy (film)Movies & TV10.77×
08Gender studiesPolitics & Society10.71×
09International educationBusiness & Career10.37×
10Cast-iron cookwareHome & Garden10.14×
11E-book readersTechnology & Electronics8.57×
12Dungeons & DragonsGames6.59×
13Rick and MortyMovies & TV5.35×
14Psychological thrillerLiterature5.14×
15BestsellerLiterature4.59×
16Scooby-DooMovies & TV3.41×
17ClothingFashion & Accessoires1.90×
18Online shoppingShopping1.85×
19CosmeticsBeauty & Wellness1.76×
20Consumer electronicsTechnology & Electronics1.67×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kindle 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 Kindle audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.91×
Urban LifestyleOPEN1.65×
MindfulnessBALANCE1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kindle audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.88×
Early Adopter MentalityPOWER0.91×
Convenience OrientationPREMIUM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kindle's target market in United States?

Kindle's target market in United States covers an estimated 4,112,278 people, concentrated in Texas and California.

02

What is the gender split and age of Kindle customers?

65.8% of the Kindle audience are female, 34.2% are male, with an average age of 32.4 years.

03

Which brands do Kindle fans like most?

Kindle fans show strongest brand affinity for Young-adult fiction (15.19×), E-book readers (8.57×), and Guardians of the Galaxy (film) (10.77×) over the country average.

04

Where do Kindle fans live in United States?

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

05

What other brands do Kindle fans also like?

Beyond Kindle itself, the audience over-indexes on E-book readers (8.57×), Guardians of the Galaxy (film) (10.77×), Celebrity Gossip (15.92×), and Cast-iron cookware (10.14×) compared to the United States average.

Appendix

Explore more audiences

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

More Technology & Electronics audiences in United States

See Kindle audiences in other countries

How to read this data

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