Rascasse Audience Intelligence

Fitbit Target Market in United States

A data profile of the people who buy, follow and care about Fitbit in United States — modelled from more than twelve digital signal sources. Fitbit has an estimated audience of 8,570,183 people in United States.

#2among Smart devices in United States#420among Brand in United States#188in Technology & Electronics

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 Healthy Lifestyle, Price Sensitivity.

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

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

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

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 Fitbit profile in United States.

Audience size
8.6M
in United States
Gender
60.1%♀
39.9% male
Age
39.8
average years
Country rank
#4151
Brand in United States
Fig. 01

Search interest · 12-month trend

+28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fitbit

60.1% are female, 39.9% are male, average age 39.8.

Fig. 02

Gender split

60.1%
Female
39.9%
Male
Demographic split for Fitbit audience in United States
MetricValue
Female60.1%
Male39.9%
Average age39.8
Estimated audience size8,570,183
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Fitbit audience in United States
Age bracketShare%
16-1916%
20-2920%
30-3922%
40-4923%
50+19%
Fig. 04

Worldwide distribution

36.8%

of the worldwide Fitbit audience comes from United States.

Worldwide audience distribution share by country for Fitbit
CountryShare
United States36.8%
United Kingdom10.6%
India6.9%
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 Fitbit audience in United States is strongest.

Fig. 05

Top regions by affinity

Fitbit customers by region in United States
#RegionReachAffinity×
01Maine~40K1.40×
02New Hampshire~50K1.37×
03Wisconsin~200K1.36×
04Vermont~20K1.26×
05Minnesota~100K1.21×
06Iowa~80K1.17×
07Michigan~300K1.15×
08Ohio~300K1.13×
09Oregon~100K1.12×
10Massachusetts~200K1.11×
11Montana~30K1.11×
12Pennsylvania~300K1.09×
13Washington~200K1.08×
14Nebraska~50K1.08×
15Missouri~100K1.07×
16Idaho~40K1.07×
17Indiana~200K1.06×
18Connecticut~90K1.06×
19South Dakota~20K1.06×
20Kentucky~100K1.05×
21Virginia~200K1.04×
22Colorado~100K1.03×
23Illinois~300K1.02×
24Kansas~70K1.02×
25West Virginia~40K1.02×
26North Dakota~20K1.02×
27Maryland~100K0.99×
28Rhode Island~30K0.99×
29Alaska~20K0.99×
30New Jersey~200K0.95×
31North Carolina~200K0.94×
32Utah~70K0.94×
33Tennessee~200K0.93×
34South Carolina~100K0.92×
35New York~400K0.90×
36Oklahoma~80K0.90×
37Delaware~20K0.90×
38California~800K0.87×
39Georgia~200K0.87×
40Arizona~100K0.87×
41Arkansas~60K0.85×
42Texas~600K0.83×
43Florida~500K0.83×
44Alabama~100K0.83×
45New Mexico~30K0.82×
46Louisiana~90K0.79×
47Washington, District of Columbia~20K0.79×
48Hawaii~30K0.78×
49Mississippi~50K0.71×
50Nevada~60K0.69×
Fig. 06

Affinity by region

Affinity by region — Fitbit, United States
0.69×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Fitbit audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fitbit audience
#·InterestCategoryAffinity×
01SmartwatchTechnology & Electronics4.88×
02Treasure huntingKids & Family4.29×
03QVCMovies & TV2.98×
04Initial public offeringBusiness & Career2.64×
05Planet FitnessSports2.20×
06Kohl'sShopping2.19×
07Old NavyFashion & Accessoires1.96×
08Sam's ClubShopping1.95×
09J. C. PenneyShopping1.94×
10Hobby LobbyHome & Garden1.93×
11AldiShopping1.86×
12T.J.MaxxShopping1.81×
13Nordstrom rackFashion & Accessoires1.73×
14CostcoShopping1.62×
15WalgreensShopping1.60×
16Target CorporationShopping1.58×
17Men's clothingFashion & Accessoires1.57×
18PinterestInternet & Social Media1.53×
19Macy'sShopping1.53×
20Health & wellnessHealth1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fitbit 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 Fitbit audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE1.50×
Price SensitivityPREMIUM1.40×
Community OrientationOPEN1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fitbit audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.83×
Risk AppetiteTHRILL0.84×
Urban LifestyleOPEN0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fitbit's target market in United States?

Fitbit's target market in United States covers an estimated 8,570,183 people, concentrated in California and Texas.

02

What is the gender split and age of Fitbit customers?

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

03

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.

04

Where do Fitbit fans live in United States?

Fitbit fans in United States are most concentrated in California (reach ~800K), Texas (reach ~600K), and Florida (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Fitbit fans also like?

Beyond Fitbit itself, the audience over-indexes on Smartwatch (4.88×), Planet Fitness (2.2×), Sam's Club (1.95×), and Old Navy (1.96×) compared to the United States average.

Appendix

Explore more audiences

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

More Smart devices audiences in United States

See Fitbit audiences in other countries

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.

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