Penguin Books Audience in United States

Penguin Books logo

Penguin Books has an estimated audience of 868,652 people in United States. 68.6% are female, 31.4% are male, average age 35.9. Top regions: California, New York, Texas. Top brand affinities: Mads Mikkelsen, Daisy Ridley, Wattpad, Diane Keaton, Autism Awareness.

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, New York, Texas. Top brand affinities include Mads Mikkelsen, Daisy Ridley, Wattpad, with strongest over-indexing on Mads Mikkelsen (104.03× 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 Tradition, Individualism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Literature · Type: Brand · Subtype: Publishing

Demographics of Penguin Books fans

Demographic split for Penguin Books audience in United States
MetricValue
Female68.6%
Male31.4%
Average age35.9
Estimated audience size868,652

Audience persona

The typical Penguin Books fan in United States is more female, around 35.9 years old, with strong Tradition tendencies and a notable affinity for Mads Mikkelsen.

Top regions in United States

Top regions ranked by reach for Penguin Books in United States
RegionReachAffinity
California116,6061.22×
New York73,3351.51×
Texas69,9040.94×
Florida51,0260.87×
Virginia42,4432.01×
Illinois31,3291.08×
Pennsylvania30,9871.06×
North Carolina27,5941.06×
New Jersey26,7861.21×
Georgia24,2040.9×
Ohio23,9490.89×
Massachusetts22,3931.31×
Michigan21,3800.94×
Washington21,3161.22×
Arizona16,9090.95×
Tennessee16,7180.96×
Indiana15,5620.98×
Maryland15,4441.03×
Missouri13,2990.95×
Minnesota12,9381.04×
Colorado12,7660.93×
Wisconsin12,4520.95×
Oregon12,3911.24×
South Carolina10,4920.8×
Oklahoma10,2541.06×
Connecticut9,9781.15×
Kentucky9,6640.89×
Louisiana8,2700.74×
Alabama8,1950.68×
Utah7,7791×
Nevada7,5310.9×
Iowa6,5890.92×
Kansas6,1780.9×
Arkansas5,7750.81×
Mississippi4,5010.63×
Maine4,0051.29×
Idaho3,8890.89×
Rhode Island3,8761.4×
Nebraska3,7310.86×
New Mexico3,7110.85×
New Hampshire3,6741.07×
Hawaii3,5690.96×
Washington, District of Columbia3,3981.3×
West Virginia3,0550.76×
Montana2,1550.89×
Alaska1,8130.98×
Vermont1,7451.14×
Delaware1,7060.71×
North Dakota1,5190.85×
South Dakota1,2760.64×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Penguin Books audience
BrandAffinityCategory
Mads Mikkelsen104.03×Movies & TV
Daisy Ridley55.15×Movies & TV
Wattpad26.98×Internet & Social Media
Diane Keaton13.43×Movies & TV
Autism Awareness19.03×Health
Diabetes mellitus awareness12.48×Health
Capital One7.24×Business & Career
Google Maps6.56×Internet & Social Media
Disneyland Paris19.3×Travel & Leisure
Charlie Hunnam17.4×Movies & TV
Indeed.com6.54×Business & Career
Beetlejuice7.59×Movies & TV
Kia Sportage32.39×Cars & Mobility
Clint Eastwood13.88×Movies & TV
Google News9.04×News
Microblogging12.67×Technology & Electronics
Singer-songwriter5.51×Music & Radio
Titanic (1997 film)18.68×Movies & TV
Twin Peaks10.74×Movies & TV
Income tax13.19×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Penguin Books audience
TraitClusterScore
TraditionCONSERVATISM1.71
IndividualismJOY1.62
Community OrientationOPEN1.48
MindfulnessBALANCE1.47
CreativityOPEN1.35
Early Adopter MentalityPOWER1.33

Worldwide distribution

Worldwide audience distribution share by country for Penguin Books
CountryShare
United Kingdom36.8%
United States27.2%
India6.6%

See Penguin Books audiences in other countries

More Publishing audiences in United States

Frequently asked questions

How many fans does Penguin Books have in United States?

Penguin Books has an estimated audience of 868,652 people in United States, concentrated in California and New York.

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

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

Which brands do Penguin Books fans like most?

Penguin Books fans show strongest brand affinity for Mads Mikkelsen (104.03×), Daisy Ridley (55.15×), and Wattpad (26.98×) over the country average.

Where do Penguin Books fans live in United States?

Penguin Books fans in United States are most concentrated in California (reach 116,606), New York (reach 73,335), and Texas (reach 69,904). These three regions account for the largest share of the active audience.

What other brands do Penguin Books fans also like?

Beyond Penguin Books itself, the audience over-indexes on Daisy Ridley (55.15×), Wattpad (26.98×), Diane Keaton (13.43×), and Autism Awareness (19.03×) compared to the United States average.

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.