Rascasse Audience Intelligence

REI Target Market in United States

REI has an estimated audience of 34,029,296 people in United States.

#1among Outdoor in United States
#85among Brand in United States#30in Fashion & Accessoires

The average REI fan in United States is 37.1 years old, balanced, and lives primarily in California.

By number of fans, REI ranks #1 among the 45 objects in Outdoor in United States — 132.2× the group median.

Its fans are 0.7 years younger than the group average of 37.8.

Women make up 47.4% of the fan base, 1.7 percentage points more than the group average.

Compared with the other 44 objects in Outdoor, REI fans stand out for their interest in Cast-iron cookware, Patagonia and Columbia Sportswear.

Most fans live in California, Washington, New York.

Top affinities include Cast-iron cookware, Arc'teryx, Patagonia, with strongest over-indexing on Cast-iron cookware (5.47× the country average).

Demographically, the REI audience skews balanced with an average age of 37.1, and over-indexes on personality traits such as Sustainability, Risk Appetite.

The typical REI fan in United States is balanced, around 37.1 years old, with strong Sustainability tendencies and a notable affinity for Cast-iron cookware.

Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
34M
in United States
Gender
47.4%♀
52.6% male
Age
37.1
average years
Country rank
#738
among all objects in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of REI

47.4% are female, 52.6% are male, average age 37.1.

Fig. 02

Gender split

47.4%
Female
52.6%
Male
Demographic split for REI audience in United States
MetricValue
Female47.4%
Male52.6%
Average age37.1
Estimated audience size34,029,296
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the REI audience in United States
Age bracketShare%
16-2426%
25-3421%
35-4419%
45-5418%
55+16%
Fig. 04

Worldwide distribution

75.3%

of the worldwide REI audience comes from United States.

Worldwide audience distribution share by country for REI
CountryShare
United States75.3%
Canada2.8%
Japan2.7%
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

Fig. 05

Top regions by affinity

REI customers by region in United States
#RegionReachAffinity×
01Alaska~300K4.24×
02Washington~2.5M3.05×
03Colorado~1.5M2.78×
04Oregon~1M2.66×
05Montana~300K2.54×
06Vermont~100K1.94×
07Wyoming~90K1.61×
08California~6M1.53×
09Utah~500K1.53×
10New Mexico~300K1.41×
11Minnesota~800K1.32×
12New Hampshire~200K1.31×
13Massachusetts~900K1.26×
14Maine~200K1.20×
15Idaho~200K1.18×
16Arizona~800K1.09×
17Nevada~300K1.03×
18Rhode Island~100K1.02×
19Washington, District of Columbia~70K1.02×
20Virginia~900K1.00×
21Connecticut~300K0.94×
22Maryland~600K0.91×
23North Carolina~1M0.87×
24Wisconsin~500K0.86×
25New York~1.5M0.82×
26Tennessee~600K0.76×
27Illinois~900K0.71×
28Michigan~700K0.70×
29New Jersey~700K0.70×
30Pennsylvania~900K0.65×
31Georgia~700K0.65×
32Delaware~60K0.61×
33Texas~1.5M0.59×
34Ohio~700K0.58×
35South Carolina~300K0.58×
36Kansas~200K0.57×
37Missouri~300K0.53×
38Oklahoma~200K0.45×
39Nebraska~80K0.41×
40Indiana~300K0.40×
41Iowa~100K0.40×
42Alabama~200K0.38×
43Florida~800K0.37×
44Hawaii~50K0.37×
45Kentucky~200K0.36×
46South Dakota~20K0.28×
47West Virginia~50K0.26×
48Arkansas~60K0.20×
49Mississippi~50K0.16×
50Louisiana~60K0.14×
Fig. 06

Affinity by region

Affinity by region — REI, United States
0.14×1.00×4.24×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the REI audience vs. the country average
#·InterestCategoryAffinity×
01Cast-iron cookwareHome & Garden5.47×
02Arc'teryxFashion & Accessoires5.20×
03PatagoniaFashion & Accessoires5.03×
04Columbia SportswearFashion & Accessoires4.27×
05Family carCars & Mobility3.48×
06Alpine skiingSports3.27×
07Hiking bootFashion & Accessoires3.23×
08High-net-worth individualBusiness & Career3.14×
09CrowdfundingBusiness & Career2.69×
10Backpacking (travel)Travel & Leisure2.64×
11Extreme sportSports2.45×
12Ski resortTravel & Leisure2.43×
13Raising Cane's Chicken FingersFood & Beverages2.23×
14Trader Joe'sShopping2.14×
15Anime conventionLiterature2.04×
16PhilanthropyArts & Culture1.95×
17Property finderHome & Garden1.90×
18InnovationBusiness & Career1.78×
19Popeyes Louisiana KitchenFood & Beverages1.67×
20CampingTravel & Leisure1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the REI audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the REI audience vs. the country average · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.02×
Risk AppetiteTHRILL1.81×
IndulgenceJOY1.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the REI audience vs. the country average · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.88×
Social Media UsageJOY0.89×
Need for SecurityCONSERVATISM0.93×
0×1.00× baseline2×
Appendix

Explore more audiences

More Outdoor audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in REI over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/rei-11796” · Methodology