Rascasse Audience Intelligence

Dick's Sporting Goods Target Market in United States

A data profile of the people who buy, follow and care about Dick's Sporting Goods in United States — modelled from more than twelve digital signal sources. Dick's Sporting Goods has an estimated audience of 17,696,522 people in United States.

#187among Brand in United States#130in Sports

The average Dick's Sporting Goods fan in United States is 36.0 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Masters Tournament, PGA Championship, The Open Championship, with strongest over-indexing on Masters Tournament (3.36× the country average).

Demographically, the Dick's Sporting Goods audience skews more male with an average age of 36.0, and over-indexes on personality traits such as Sports Activity, Early Adopter Mentality.

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

The typical Dick's Sporting Goods fan in United States is more male, around 36.0 years old, with strong Sports Activity tendencies and a notable affinity for Masters Tournament.

Category: Sports · 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 Dick's Sporting Goods profile in United States.

Audience size
17.7M
in United States
Gender
43.2%♀
56.8% male
Age
36.0
average years
Country rank
#1916
Brand in United States
Fig. 01

Search interest · 12-month trend

+37%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Dick's Sporting Goods

43.2% are female, 56.8% are male, average age 36.0.

Fig. 02

Gender split

43.2%
Female
56.8%
Male
Demographic split for Dick's Sporting Goods audience in United States
MetricValue
Female43.2%
Male56.8%
Average age36.0
Estimated audience size17,696,522
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the Dick's Sporting Goods audience in United States
Age bracketShare%
16-1929%
20-2920%
30-3919%
40-4917%
50+15%
Fig. 04

Worldwide distribution

98.1%

of the worldwide Dick's Sporting Goods audience comes from United States.

Worldwide audience distribution share by country for Dick's Sporting Goods
CountryShare
United States98.1%
Mexico0.8%
China0.3%
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 Dick's Sporting Goods audience in United States is strongest.

Fig. 05

Top regions by affinity

Dick's Sporting Goods customers by region in United States
#RegionReachAffinity×
01Illinois~800K1.51×
02Massachusetts~500K1.46×
03New Hampshire~90K1.45×
04Pennsylvania~800K1.44×
05New Jersey~600K1.42×
06Maine~80K1.39×
07Rhode Island~70K1.36×
08Ohio~700K1.34×
09Virginia~500K1.34×
10Maryland~400K1.33×
11Indiana~400K1.31×
12North Carolina~600K1.28×
13Connecticut~200K1.26×
14Michigan~500K1.24×
15West Virginia~100K1.23×
16Vermont~30K1.20×
17Florida~1.5M1.19×
18Wisconsin~300K1.19×
19Delaware~50K1.19×
20Alabama~300K1.18×
21Colorado~300K1.16×
22Oregon~200K1.14×
23Minnesota~300K1.12×
24South Carolina~300K1.08×
25Kentucky~200K1.08×
26Georgia~500K1.07×
27Arizona~400K1.06×
28Texas~1.5M1.02×
29Missouri~300K1.00×
30Kansas~100K1.00×
31New York~900K0.99×
32Tennessee~300K0.97×
33Iowa~100K0.97×
34California~2M0.96×
35Washington~300K0.93×
36Idaho~70K0.89×
37Nebraska~70K0.89×
38Mississippi~100K0.88×
39Louisiana~200K0.86×
40Oklahoma~100K0.80×
41Nevada~100K0.76×
42Utah~100K0.74×
43New Mexico~60K0.73×
44Washington, District of Columbia~30K0.69×
45Arkansas~90K0.66×
46South Dakota~20K0.57×
47Wyoming~10K0.51×
48North Dakota~20K0.46×
49Montana~10K0.25×
50Hawaii~10K0.17×
Fig. 06

Affinity by region

Affinity by region — Dick's Sporting Goods, United States
0.17×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Dick's Sporting Goods audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dick's Sporting Goods audience
#·InterestCategoryAffinity×
01The Open ChampionshipSports3.57×
02PGA ChampionshipSports3.40×
03Masters TournamentSports3.36×
04Golf cartSports3.25×
05SnowboardSports3.22×
06Royal Caribbean Cruises Ltd.Travel & Leisure3.19×
07Golf ChannelSports2.60×
08Fox huntingSports2.48×
09Fly fishingSports2.43×
10OutdoorsTravel & Leisure2.39×
11Kansas City ChiefsSports2.18×
12TwitchGames2.16×
13Golf equipmentSports2.13×
14PGA TourSports2.09×
15NBA FinalsSports1.99×
16Cars (film)Movies & TV1.97×
17Los Angeles LakersSports1.88×
18NBA playoffsSports1.84×
19Harry PotterMovies & TV1.55×
20Eastern Time ZonePolitics & Society1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dick's Sporting Goods 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 Dick's Sporting Goods audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.21×
Early Adopter MentalityPOWER1.09×
Luxury OrientationPREMIUM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dick's Sporting Goods audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.49×
IndulgenceJOY0.57×
Need for SecurityCONSERVATISM0.57×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dick's Sporting Goods's target market in United States?

Dick's Sporting Goods's target market in United States covers an estimated 17,696,522 people, concentrated in California and Texas.

02

What is the gender split and age of Dick's Sporting Goods customers?

43.2% of the Dick's Sporting Goods audience are female, 56.8% are male, with an average age of 36.0 years.

03

Which brands do Dick's Sporting Goods fans like most?

Dick's Sporting Goods fans show strongest brand affinity for Masters Tournament (3.36×), PGA Championship (3.4×), and The Open Championship (3.57×) over the country average.

04

Where do Dick's Sporting Goods fans live in United States?

Dick's Sporting Goods fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Dick's Sporting Goods fans also like?

Beyond Dick's Sporting Goods itself, the audience over-indexes on PGA Championship (3.4×), The Open Championship (3.57×), Golf Channel (2.6×), and Snowboard (3.22×) compared to the United States average.

Appendix

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

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See Dick's Sporting Goods audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Dick's Sporting Goods. 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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