Fitbit Audience in United States

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Fitbit has an estimated audience of 8,396,579 people in United States. 60.1% are female, 39.9% are male, average age 39.8. Top regions: California, Texas, Florida. Top brand affinities: Kohl's, Smartwatch, Planet Fitness, Old Navy, Hobby Lobby.

The average Fitbit fan in United States is 39.8 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Kohl's, Smartwatch, Planet Fitness, with strongest over-indexing on Kohl's (2.19× the country average). Demographically, the Fitbit audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Luxury Orientation, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Technology & Electronics · Type: Brand · Subtype: Smart devices

Demographics of Fitbit fans

Demographic split for Fitbit audience in United States
MetricValue
Female60.1%
Male39.9%
Average age39.8
Estimated audience size8,396,579

Audience persona

The typical Fitbit fan in United States is more female, around 39.8 years old, with strong Luxury Orientation tendencies and a notable affinity for Kohl's.

Top regions in United States

Top regions ranked by reach for Fitbit in United States
RegionReachAffinity
California818,2990.89×
Texas615,4570.85×
Florida471,5300.83×
New York435,9740.93×
Pennsylvania320,7071.13×
Ohio303,6601.17×
Illinois300,8041.08×
Michigan259,8761.18×
North Carolina245,3950.97×
Georgia231,3800.89×
Virginia218,6331.07×
New Jersey204,0740.96×
Massachusetts190,1821.15×
Washington188,8531.12×
Wisconsin175,9011.39×
Indiana167,8471.09×
Tennessee156,6240.93×
Arizona153,5170.9×
Minnesota146,8471.22×
Missouri146,7341.08×
Maryland141,3730.98×
Colorado138,8781.05×
South Carolina114,8970.91×
Kentucky111,5511.06×
Oregon111,4571.16×
Alabama99,1950.85×
Connecticut88,3361.05×
Oklahoma85,1810.91×
Louisiana82,8060.76×
Iowa82,2111.19×
Utah72,3330.96×
Kansas68,4691.03×
Arkansas57,6020.83×
Nevada55,2810.68×
Nebraska45,4131.08×
Idaho45,3861.08×
Mississippi44,9940.65×
New Hampshire44,1051.33×
Maine41,9181.39×
West Virginia37,1450.95×
New Mexico33,1980.79×
Hawaii27,9020.77×
Rhode Island25,5530.96×
Montana25,3991.09×
South Dakota20,0561.03×
Washington, District of Columbia19,7770.78×
Delaware19,7630.85×
Vermont17,8981.21×
Alaska16,3160.91×
North Dakota15,7850.92×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Fitbit audience
BrandAffinityCategory
Kohl's2.19×Shopping
Smartwatch4.88×Technology & Electronics
Planet Fitness2.2×Sports
Old Navy1.96×Fashion & Accessoires
Hobby Lobby1.93×Home & Garden
Aldi1.86×Shopping
Pinterest1.53×Internet & Social Media
Target Corporation1.58×Shopping
Costco1.62×Shopping
Lowe's1.53×Shopping
Health & wellness1.52×Health
QVC2.98×Movies & TV
Walgreens1.6×Shopping
Macy's1.53×Shopping
J. C. Penney1.94×Shopping
Initial public offering2.64×Business & Career
Men's clothing1.57×Fashion & Accessoires
T.J.Maxx1.81×Shopping
Nordstrom rack1.73×Fashion & Accessoires
Treasure hunting4.29×Kids & Family

Psychographic profile

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

Top personality traits over-indexed by Fitbit audience
TraitClusterScore
Luxury OrientationPREMIUM2.02
Family OrientationCONSERVATISM1.62
IndulgenceJOY1.46
Convenience OrientationPREMIUM1.43
Healthy LifestyleBALANCE1.31
ExtroversionTHRILL1.3

Worldwide distribution

Worldwide audience distribution share by country for Fitbit
CountryShare
United States36.7%
United Kingdom10.9%
India6.9%

See Fitbit audiences in other countries

More Smart devices audiences in United States

Frequently asked questions

How many fans does Fitbit have in United States?

Fitbit has an estimated audience of 8,396,579 people in United States, concentrated in California and Texas.

What is the gender split and age of Fitbit fans?

60.1% of Fitbit fans are female, 39.9% are male, with an average age of 39.8 years.

Which brands do Fitbit fans like most?

Fitbit fans show strongest brand affinity for Kohl's (2.19×), Smartwatch (4.88×), and Planet Fitness (2.2×) over the country average.

Where do Fitbit fans live in United States?

Fitbit fans in United States are most concentrated in California (reach 818,299), Texas (reach 615,457), and Florida (reach 471,530). These three regions account for the largest share of the active audience.

What other brands do Fitbit fans also like?

Beyond Fitbit itself, the audience over-indexes on Smartwatch (4.88×), Planet Fitness (2.2×), Old Navy (1.96×), and Hobby Lobby (1.93×) 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 Fitbit. 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.