Rascasse Audience Intelligence

Penguin Books Target Market in United States

A data profile of the people who buy, follow and care about Penguin Books in United States — modelled from more than twelve digital signal sources. Penguin Books has an estimated audience of 869,868 people in United States.

#11among Publishing in United States#2655among Brand in United States#549in Literature

The average Penguin Books fan in United States is 35.9 years old, more female, and lives primarily in California.

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

Top brand affinities include Book discussion club, Goodreads, Mads Mikkelsen, with strongest over-indexing on Book discussion club (21.43× the country average).

Demographically, the Penguin Books audience skews more female with an average age of 35.9, and over-indexes on personality traits such as Convenience Orientation, Individualism.

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

The typical Penguin Books fan in United States is more female, around 35.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Book discussion club.

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 Penguin Books profile in United States.

Audience size
870K
in United States
Gender
68.6%♀
31.4% male
Age
35.9
average years
Country rank
#25962
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 Penguin Books

68.6% are female, 31.4% are male, average age 35.9.

Fig. 02

Gender split

68.6%
Female
31.4%
Male
Demographic split for Penguin Books audience in United States
MetricValue
Female68.6%
Male31.4%
Average age35.9
Estimated audience size869,868
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the Penguin Books audience in United States
Age bracketShare%
16-1935%
20-2916%
30-3913%
40-4914%
50+21%
Fig. 04

Worldwide distribution

26.9%

of the worldwide Penguin Books audience comes from United States.

Worldwide audience distribution share by country for Penguin Books
CountryShare
United Kingdom36.3%
United States26.9%
India6.5%
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 Penguin Books audience in United States is strongest.

Fig. 05

Top regions by affinity

Penguin Books customers by region in United States
#RegionReachAffinity×
01Virginia~40K1.91×
02New York~70K1.39×
03Massachusetts~20K1.25×
04Illinois~40K1.22×
05California~100K1.18×
06Rhode Island~3K1.18×
07Oregon~10K1.17×
08Washington~20K1.16×
09New Jersey~30K1.15×
10Washington, District of Columbia~3K1.15×
11Maine~4K1.13×
12Connecticut~10K1.09×
13Pennsylvania~30K1.08×
14Minnesota~10K1.06×
15Vermont~2K1.06×
16Utah~8K1.05×
17Maryland~20K1.04×
18New Hampshire~4K1.04×
19Oklahoma~10K1.03×
20North Carolina~30K0.99×
21Indiana~20K0.98×
22Colorado~10K0.98×
23Iowa~7K0.98×
24Montana~2K0.98×
25Alaska~2K0.98×
26Kansas~7K0.97×
27Hawaii~4K0.96×
28North Dakota~2K0.96×
29Idaho~4K0.95×
30Texas~70K0.94×
31Arizona~20K0.94×
32Tennessee~20K0.94×
33Michigan~20K0.93×
34Missouri~10K0.93×
35Kentucky~10K0.93×
36Nebraska~4K0.93×
37New Mexico~4K0.93×
38West Virginia~4K0.93×
39South Dakota~2K0.93×
40Wisconsin~10K0.92×
41Nevada~8K0.92×
42Georgia~20K0.91×
43Ohio~20K0.91×
44Arkansas~6K0.91×
45Delaware~2K0.91×
46Florida~50K0.86×
47South Carolina~10K0.84×
48Mississippi~6K0.83×
49Alabama~10K0.81×
50Louisiana~9K0.81×
Fig. 06

Affinity by region

Affinity by region — Penguin Books, United States
0.81×1.00×1.91×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Penguin Books audience
#·InterestCategoryAffinity×
01GoodreadsLiterature22.86×
02Neil GaimanLiterature21.85×
03Book discussion clubLiterature21.43×
04George OrwellLiterature19.52×
05Mads MikkelsenMovies & TV19.38×
06Margaret AtwoodLiterature19.08×
07Eyes Wide ShutMovies & TV13.00×
08Model buildingKids & Family12.49×
09Books-A-MillionLiterature12.21×
10Disneyland ParisTravel & Leisure11.63×
11Vintage BooksLiterature11.16×
12Young-adult fictionLiterature9.61×
13Non-fiction booksLiterature5.25×
14Barnes & NobleLiterature4.97×
15Renewable energyBusiness & Career4.82×
16Sustainable energyHome & Garden4.79×
17Weather forecastingHome & Garden4.75×
18E-book readersTechnology & Electronics4.54×
19FedExBusiness & Career3.46×
20PinterestInternet & Social Media1.96×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Penguin 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 Penguin Books audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.94×
IndividualismJOY1.89×
TraditionCONSERVATISM1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Penguin Books audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.77×
Pet OwnershipJOY0.84×
Luxury OrientationPREMIUM0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Penguin Books's target market in United States?

Penguin Books's target market in United States covers an estimated 869,868 people, concentrated in California and Texas.

02

What is the gender split and age of Penguin Books customers?

68.6% of the Penguin Books audience are female, 31.4% are male, with an average age of 35.9 years.

03

Which brands do Penguin Books fans like most?

Penguin Books fans show strongest brand affinity for Book discussion club (21.43×), Goodreads (22.86×), and Mads Mikkelsen (19.38×) over the country average.

04

Where do Penguin Books fans live in United States?

Penguin Books fans in United States are most concentrated in California (reach ~100K), Texas (reach ~70K), and New York (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Penguin Books fans also like?

Beyond Penguin Books itself, the audience over-indexes on Goodreads (22.86×), Mads Mikkelsen (19.38×), Disneyland Paris (11.63×), and Neil Gaiman (21.85×) 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 Penguin 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 Penguin 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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