REI Audience in Germany
REI has an estimated audience of 888,085 people in Germany. 40.3% are female, 59.7% are male, average age 32.9. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Dog breed, Home construction, Building insulation, Gil Ofarim, Graham Greene (actor).
The average REI fan in Germany is 32.9 years old, more male, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Dog breed, Home construction, Building insulation, with strongest over-indexing on Dog breed (1.75× the country average). Demographically, the REI audience skews more male with an average age of 32.9, and over-indexes on personality traits such as Travelling, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor
Demographics of REI fans
| Metric | Value |
|---|---|
| Female | 40.3% |
| Male | 59.7% |
| Average age | 32.9 |
| Estimated audience size | 888,085 |
Audience persona
The typical REI fan in Germany is more male, around 32.9 years old, with strong Travelling tendencies and a notable affinity for Dog breed.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 224,488 | 1.57× |
| Nordrhein-Westfalen | 198,743 | 1.02× |
| Baden-Württemberg | 135,224 | 1.12× |
| Hessen | 84,014 | 1.24× |
| Niedersachsen | 79,374 | 0.92× |
| Rheinland-Pfalz | 61,347 | 1.38× |
| Berlin | 55,552 | 1.4× |
| Sachsen | 39,740 | 0.91× |
| Schleswig-Holstein | 28,017 | 0.88× |
| Brandenburg | 23,176 | 0.84× |
| Hamburg | 22,011 | 1.1× |
| Thüringen | 17,067 | 0.75× |
| Sachsen-Anhalt | 14,491 | 0.63× |
| Mecklenburg-Vorpommern | 10,996 | 0.65× |
| Saarland | 8,447 | 0.77× |
| Bremen | 6,176 | 0.81× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Dog breed | 1.75× | Pets & Animals |
| Home construction | 1.58× | Home & Garden |
| Building insulation | 7.12× | Home & Garden |
| Gil Ofarim | 1.96× | Music & Radio |
| Graham Greene (actor) | 5.45× | |
| Pillow | 1.93× | Home & Garden |
| Nurse education | 2.85× | Kids & Family |
| Handmade Gifts | 2.22× | Kids & Family |
| Product design | 1.63× | Business & Career |
| 3D printing | 2.09× | Technology & Electronics |
| Graham Greene | 3.91× | Literature |
| A Streetcar Named Desire (1951 film) | 11.92× | Movies & TV |
| Nationality | 2.18× | Politics & Society |
| JDSU | 2.43× | Business & Career |
| N'Golo Kanté | 3.92× | Sports |
| Burgos | 5.63× | Travel & Leisure |
| San Gil | 2.97× | Travel & Leisure |
| Icon (magazine) | 1.72× | Arts & Culture |
| Alaska | 2.43× | Travel & Leisure |
| Hypertext | 1.86× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.85 |
| Career Orientation | POWER | 1.85 |
| Sustainability | BALANCE | 1.7 |
| Urban Lifestyle | OPEN | 1.69 |
| Risk Appetite | THRILL | 1.68 |
| Sports Activity | POWER | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 76.1% |
| Canada | 2.8% |
| China | 2.7% |
See REI audiences in other countries
More Outdoor audiences in Germany
- Revolution Race (3,343,153)
- The North Face (3,007,873)
- Jack Wolfskin (1,944,192)
- The Timberland Company (1,455,625)
- Arc'teryx (1,324,605)
Frequently asked questions
How many fans does REI have in Germany?
REI has an estimated audience of 888,085 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of REI fans?
40.3% of REI fans are female, 59.7% are male, with an average age of 32.9 years.
Which brands do REI fans like most?
REI fans show strongest brand affinity for Dog breed (1.75×), Home construction (1.58×), and Building insulation (7.12×) over the country average.
Where do REI fans live in Germany?
REI fans in Germany are most concentrated in Bayern (reach 224,488), Nordrhein-Westfalen (reach 198,743), and Baden-Württemberg (reach 135,224). These three regions account for the largest share of the active audience.
What other brands do REI fans also like?
Beyond REI itself, the audience over-indexes on Home construction (1.58×), Building insulation (7.12×), Gil Ofarim (1.96×), and Graham Greene (actor) (5.45×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for REI. 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 Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.