Rascasse Audience Intelligence

Old Navy Target Market in United States

A data profile of the people who buy, follow and care about Old Navy in United States — modelled from more than twelve digital signal sources. Old Navy has an estimated audience of 64,522,139 people in United States.

#14among Brand in United States#8in Fashion & Accessoires

The average Old Navy fan in United States is 36.4 years old, more female, and lives primarily in California.

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

Top brand affinities include Kohl's, Harry Potter, T.J.Maxx, with strongest over-indexing on Kohl's (1.78× the country average).

Demographically, the Old Navy audience skews more female with an average age of 36.4, and over-indexes on personality traits such as Design Affinity, Pet Ownership.

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

The typical Old Navy fan in United States is more female, around 36.4 years old, with strong Design Affinity tendencies and a notable affinity for Kohl's.

Category: Fashion & Accessoires · 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 Old Navy profile in United States.

Audience size
64.5M
in United States
Gender
72.9%♀
27.1% male
Age
36.4
average years
Country rank
#240
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 Old Navy

72.9% are female, 27.1% are male, average age 36.4.

Fig. 02

Gender split

72.9%
Female
27.1%
Male
Demographic split for Old Navy audience in United States
MetricValue
Female72.9%
Male27.1%
Average age36.4
Estimated audience size64,522,139
Fig. 03

Age distribution

Ø 36.4
average years
Age distribution of the Old Navy audience in United States
Age bracketShare%
16-1926%
20-2921%
30-3920%
40-4918%
50+15%
Fig. 04

Worldwide distribution

79.8%

of the worldwide Old Navy audience comes from United States.

Worldwide audience distribution share by country for Old Navy
CountryShare
United States79.8%
Canada8.8%
United Kingdom1.4%
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 Old Navy audience in United States is strongest.

Fig. 05

Top regions by affinity

Old Navy customers by region in United States
#RegionReachAffinity×
01Louisiana~1M1.26×
02Connecticut~800K1.26×
03New Jersey~2M1.25×
04New York~4.5M1.24×
05Rhode Island~300K1.24×
06Pennsylvania~2.5M1.22×
07Massachusetts~1.5M1.22×
08Mississippi~600K1.20×
09Maine~300K1.19×
10Tennessee~1.5M1.16×
11Utah~700K1.16×
12Illinois~2.5M1.14×
13New Hampshire~300K1.14×
14Ohio~2M1.11×
15North Carolina~2M1.11×
16Georgia~2M1.10×
17Delaware~200K1.10×
18Missouri~1M1.09×
19South Carolina~1M1.09×
20Iowa~600K1.09×
21Vermont~100K1.08×
22Alabama~1M1.07×
23Arkansas~600K1.07×
24Maryland~1M1.06×
25Texas~6M1.05×
26Kentucky~800K1.05×
27Virginia~1.5M1.04×
28Kansas~500K1.03×
29Indiana~1M1.02×
30Nebraska~300K0.99×
31Michigan~1.5M0.97×
32California~6.5M0.96×
33Oklahoma~700K0.96×
34North Dakota~100K0.96×
35Wisconsin~900K0.95×
36Minnesota~900K0.94×
37Idaho~300K0.94×
38West Virginia~300K0.93×
39Oregon~700K0.91×
40Washington~1M0.84×
41Florida~3.5M0.81×
42Arizona~1M0.81×
43Colorado~800K0.78×
44Hawaii~200K0.78×
45South Dakota~100K0.76×
46Nevada~500K0.73×
47Washington, District of Columbia~100K0.73×
48Montana~100K0.70×
49Alaska~90K0.66×
50New Mexico~200K0.62×
Fig. 06

Affinity by region

Affinity by region — Old Navy, United States
0.62×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Old Navy audience
#·InterestCategoryAffinity×
01Infant bodysuitKids & Family2.60×
02Diaper bagKids & Family2.41×
03AritziaFashion & Accessoires2.34×
04Home Interior DesignHome & Garden2.18×
05Home DesignHome & Garden2.15×
06Boho-chicFashion & Accessoires2.15×
07Home decorating ideasHome & Garden2.10×
08Infant clothingKids & Family1.97×
09H.O.M.E.Home & Garden1.96×
10T.J.MaxxShopping1.94×
11Fashion NovaShopping1.89×
12Kohl'sShopping1.78×
13Healthy habitsHealth1.73×
14ChildbirthKids & Family1.68×
15MarshallsFashion & Accessoires1.65×
16OffspringHome & Garden1.65×
17Harry PotterMovies & TV1.62×
18ToddlerKids & Family1.61×
19PregnancyKids & Family1.59×
201080iTechnology & Electronics1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Old Navy 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 Old Navy audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.36×
Pet OwnershipJOY1.24×
SustainabilityBALANCE1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Old Navy audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.65×
Career OrientationPOWER0.69×
PatriotismCONSERVATISM0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Old Navy's target market in United States?

Old Navy's target market in United States covers an estimated 64,522,139 people, concentrated in California and Texas.

02

What is the gender split and age of Old Navy customers?

72.9% of the Old Navy audience are female, 27.1% are male, with an average age of 36.4 years.

03

Which brands do Old Navy fans like most?

Old Navy fans show strongest brand affinity for Kohl's (1.78×), Harry Potter (1.62×), and T.J.Maxx (1.94×) over the country average.

04

Where do Old Navy fans live in United States?

Old Navy fans in United States are most concentrated in California (reach ~6.5M), Texas (reach ~6M), and New York (reach ~4.5M). These three regions account for the largest share of the active audience.

05

What other brands do Old Navy fans also like?

Beyond Old Navy itself, the audience over-indexes on Harry Potter (1.62×), T.J.Maxx (1.94×), Marshalls (1.65×), and Diaper bag (2.41×) compared to the United States average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in United States

See Old Navy audiences in other countries

How to read this data

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