Rascasse Audience Intelligence

Powell's Books Target Market in United States

A data profile of the people who buy, follow and care about Powell's Books in United States — modelled from more than twelve digital signal sources. Powell's Books has an estimated audience of 406,809 people in United States.

#4269among Brand in United States#569in Shopping

The average Powell's Books fan in United States is 33.1 years old, more male, and lives primarily in Oregon.

The audience is concentrated in Oregon, Washington, California.

Top brand affinities include Caillou, Lou Reed, Jules Verne, with strongest over-indexing on Caillou (116.45× the country average).

Demographically, the Powell's Books audience skews more male with an average age of 33.1, and over-indexes on personality traits such as Community Orientation, Patriotism.

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

The typical Powell's Books fan in United States is more male, around 33.1 years old, with strong Community Orientation tendencies and a notable affinity for Caillou.

Category: Shopping · 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 Powell's Books profile in United States.

Audience size
407K
in United States
Gender
34.8%♀
65.2% male
Age
33.1
average years
Country rank
#41225
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 Powell's Books

34.8% are female, 65.2% are male, average age 33.1.

Fig. 02

Gender split

34.8%
Female
65.2%
Male
Demographic split for Powell's Books audience in United States
MetricValue
Female34.8%
Male65.2%
Average age33.1
Estimated audience size406,809
Fig. 03

Age distribution

Ø 33.1
average years
Age distribution of the Powell's Books audience in United States
Age bracketShare%
16-1939%
20-2920%
30-3914%
40-4917%
50+11%
Fig. 04

Worldwide distribution

85.8%

of the worldwide Powell's Books audience comes from United States.

Worldwide audience distribution share by country for Powell's Books
CountryShare
United States85.8%
United Kingdom3.8%
Canada2.7%
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 Powell's Books audience in United States is strongest.

Fig. 05

Top regions by affinity

Powell's Books customers by region in United States
#RegionReachAffinity×
01Oregon~200K33.39×
02Washington~30K3.64×
03Alaska<1K0.99×
04Idaho~2K0.93×
05Montana<1K0.87×
06Vermont<1K0.82×
07North Dakota<1K0.78×
08Delaware<1K0.76×
09South Dakota<1K0.76×
10West Virginia~1K0.73×
11Rhode Island<1K0.67×
12Mississippi~2K0.65×
13Hawaii~1K0.64×
14Maine<1K0.63×
15New Hampshire<1K0.62×
16New Mexico~1K0.61×
17Washington, District of Columbia<1K0.60×
18Nebraska~1K0.58×
19Utah~2K0.54×
20Arkansas~2K0.53×
21California~20K0.51×
22Louisiana~3K0.51×
23Kansas~2K0.51×
24Alabama~3K0.50×
25Iowa~2K0.50×
26Oklahoma~2K0.49×
27Nevada~2K0.49×
28Kentucky~2K0.47×
29Colorado~3K0.46×
30South Carolina~3K0.45×
31Connecticut~2K0.45×
32Minnesota~2K0.43×
33Wisconsin~2K0.40×
34Arizona~3K0.39×
35Missouri~2K0.39×
36Indiana~3K0.38×
37Tennessee~3K0.37×
38Massachusetts~3K0.37×
39Maryland~2K0.36×
40Illinois~5K0.35×
41Michigan~3K0.32×
42Virginia~3K0.32×
43New Jersey~3K0.31×
44North Carolina~4K0.30×
45Ohio~4K0.29×
46Georgia~4K0.29×
47Pennsylvania~4K0.28×
48New York~6K0.26×
49Florida~6K0.22×
50Texas~7K0.21×
Fig. 06

Affinity by region

Affinity by region — Powell's Books, United States
0.21×1.00×33.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Powell's Books audience
#·InterestCategoryAffinity×
01Urusei YatsuraLiterature166.95×
02Jules VerneLiterature122.08×
03CaillouMovies & TV116.45×
04Lou ReedMusic & Radio104.05×
05JACOBSFood & Beverages83.92×
06James JoyceLiterature69.61×
07George OrwellLiterature52.70×
08Gabriel García MárquezLiterature45.33×
09Sparkling IceFood & Beverages28.13×
10Sylvia PlathLiterature20.16×
11Model buildingKids & Family20.00×
12Debbie HarryMusic & Radio20.00×
13The Green MileMovies & TV19.95×
14Vinyl RecordsMusic & Radio12.14×
15Books-A-MillionLiterature12.03×
16Good Will HuntingMovies & TV11.84×
17Audible.comLiterature5.87×
18Non-alcoholic beverageFood & Beverages5.67×
19RedditInternet & Social Media2.77×
20CNNMovies & TV2.45×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Powell's 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 Powell's Books audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.15×
PatriotismCONSERVATISM2.15×
IndividualismJOY1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Powell's Books audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.61×
Luxury OrientationPREMIUM0.73×
Family OrientationCONSERVATISM0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Powell's Books's target market in United States covers an estimated 406,809 people, concentrated in Oregon and Washington.

02

What is the gender split and age of Powell's Books customers?

34.8% of the Powell's Books audience are female, 65.2% are male, with an average age of 33.1 years.

03

Which brands do Powell's Books fans like most?

Powell's Books fans show strongest brand affinity for Caillou (116.45×), Lou Reed (104.05×), and Jules Verne (122.08×) over the country average.

04

Where do Powell's Books fans live in United States?

Powell's Books fans in United States are most concentrated in Oregon (reach ~200K), Washington (reach ~30K), and California (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Powell's Books fans also like?

Beyond Powell's Books itself, the audience over-indexes on Lou Reed (104.05×), Jules Verne (122.08×), Urusei Yatsura (166.95×), and George Orwell (52.7×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Powell's 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 Powell's 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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