Rascasse Audience Intelligence

Non-fiction books Audience in United States

A data profile of the people who buy, follow and care about Non-fiction books in United States — modelled from more than twelve digital signal sources. Non-fiction books has an estimated audience of 16,828,680 people in United States.

#12among Literary genre in United States#1402among Topic in United States#39in Literature

The average Non-fiction books fan in United States is 40.8 years old, more female, and lives primarily in California.

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

Top brand affinities include Western swing, Roots reggae, Fiction books, with strongest over-indexing on Western swing (5.99× the country average).

Demographically, the Non-fiction books audience skews more female with an average age of 40.8, and over-indexes on personality traits such as Early Adopter Mentality, Individualism.

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

The typical Non-fiction books fan in United States is more female, around 40.8 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Western swing.

Category: Literature · Type: Topic · Subtype: Literary genre

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 Non-fiction books profile in United States.

Audience size
16.8M
in United States
Gender
64.6%♀
35.4% male
Age
40.8
average years
Country rank
#2049
Topic in United States
Fig. 01

Search interest · 12-month trend

-6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Non-fiction books fans

64.6% are female, 35.4% are male, average age 40.8.

Fig. 02

Gender split

64.6%
Female
35.4%
Male
Demographic split for Non-fiction books audience in United States
MetricValue
Female64.6%
Male35.4%
Average age40.8
Estimated audience size16,828,680
Fig. 03

Age distribution

Ø 40.8
average years
Age distribution of the Non-fiction books audience in United States
Age bracketShare%
16-1918%
20-2917%
30-3918%
40-4920%
50+26%
Fig. 04

Worldwide distribution

16.6%

of the worldwide Non-fiction books audience comes from United States.

Worldwide audience distribution share by country for Non-fiction books
CountryShare
United States16.6%
Japan8.0%
India5.1%
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 Non-fiction books audience in United States is strongest.

Fig. 05

Top regions by affinity

Non-fiction books fans by region: top regions in United States
#RegionReachAffinity×
01Oklahoma~200K1.27×
02Utah~200K1.26×
03Texas~1.5M1.21×
04New Jersey~500K1.20×
05Missouri~300K1.15×
06Arizona~400K1.13×
07Nebraska~90K1.12×
08Idaho~90K1.11×
09Kansas~100K1.10×
10Ohio~600K1.09×
11Michigan~500K1.09×
12Indiana~300K1.09×
13Minnesota~300K1.09×
14Arkansas~200K1.09×
15North Dakota~40K1.09×
16Pennsylvania~600K1.08×
17Illinois~600K1.08×
18California~2M1.06×
19North Carolina~500K1.06×
20South Carolina~300K1.04×
21Iowa~100K1.04×
22Hawaii~80K1.04×
23South Dakota~40K1.04×
24Massachusetts~300K1.03×
25Wisconsin~300K1.03×
26Washington~300K1.02×
27Kentucky~200K1.01×
28Virginia~400K0.99×
29Connecticut~200K0.97×
30West Virginia~80K0.97×
31Alaska~40K0.97×
32Delaware~40K0.96×
33Georgia~500K0.95×
34Montana~40K0.95×
35Colorado~300K0.94×
36Maine~60K0.94×
37Mississippi~100K0.93×
38Rhode Island~50K0.93×
39Vermont~30K0.93×
40Maryland~300K0.92×
41Alabama~200K0.92×
42Nevada~100K0.92×
43New Hampshire~60K0.92×
44New York~800K0.90×
45Oregon~200K0.90×
46New Mexico~80K0.89×
47Washington, District of Columbia~40K0.85×
48Louisiana~200K0.84×
49Tennessee~300K0.82×
50Florida~800K0.68×
Fig. 06

Affinity by region

Affinity by region — Non-fiction books, United States
0.68×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Non-fiction books audience
#·InterestCategoryAffinity×
01Roots reggaeMusic & Radio9.22×
02Western swingMusic & Radio5.99×
03Strategy gamesGames4.65×
04Investment bankingBusiness & Career4.30×
05YouTube MusicInternet & Social Media3.34×
06PlaysLiterature3.31×
07Home repairHome & Garden3.22×
08Puzzle video gamesGames3.17×
09ToddlerKids & Family3.15×
10Dance musicMusic & Radio3.14×
11DoordashFood & Beverages3.08×
12Musical theatreMovies & TV3.02×
13TV game showsMovies & TV3.02×
14Card gamesGames2.99×
15GamblingGames2.96×
16Fiction booksLiterature2.94×
17Home constructionHome & Garden2.74×
18Nordstrom rackFashion & Accessoires2.71×
19Hobby LobbyHome & Garden2.41×
20MemeInternet & Social Media2.12×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Non-fiction books 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 Non-fiction books audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.70×
IndividualismJOY1.45×
Design AffinityPREMIUM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Non-fiction books audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.61×
Family OrientationCONSERVATISM0.68×
SpiritualityBALANCE0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Non-fiction books have in United States?

Non-fiction books has an estimated audience of 16,828,680 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Non-fiction books fans?

64.6% of Non-fiction books fans are female, 35.4% are male, with an average age of 40.8 years.

03

Which brands do Non-fiction books fans like most?

Non-fiction books fans show strongest brand affinity for Western swing (5.99×), Roots reggae (9.22×), and Fiction books (2.94×) over the country average.

04

Where do Non-fiction books fans live in United States?

Non-fiction books fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and New York (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Non-fiction books fans also like?

Beyond Non-fiction books itself, the audience over-indexes on Roots reggae (9.22×), Fiction books (2.94×), Gambling (2.96×), and Home repair (3.22×) compared to the United States average.

Appendix

Explore more audiences

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

More Literary genre audiences in United States

See Non-fiction books audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Non-fiction books. 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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