Rascasse Audience Intelligence

Garmin Target Market in United States

A data profile of the people who buy, follow and care about Garmin in United States — modelled from more than twelve digital signal sources. Garmin has an estimated audience of 5,112,074 people in United States.

#3among Smart devices in United States#679among Brand in United States#285in Technology & Electronics

The average Garmin fan in United States is 37.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Sustainable tourism, Stacy Keibler, Schaffhausen, with strongest over-indexing on Sustainable tourism (38.17× the country average).

Demographically, the Garmin audience skews more male with an average age of 37.4, 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 Garmin fan in United States is more male, around 37.4 years old, with strong Sports Activity tendencies and a notable affinity for Sustainable tourism.

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 Garmin profile in United States.

Audience size
5.1M
in United States
Gender
34.9%♀
65.1% male
Age
37.4
average years
Country rank
#6566
Brand in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Garmin

34.9% are female, 65.1% are male, average age 37.4.

Fig. 02

Gender split

34.9%
Female
65.1%
Male
Demographic split for Garmin audience in United States
MetricValue
Female34.9%
Male65.1%
Average age37.4
Estimated audience size5,112,074
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Garmin audience in United States
Age bracketShare%
16-1925%
20-2918%
30-3919%
40-4920%
50+17%
Fig. 04

Worldwide distribution

14.2%

of the worldwide Garmin audience comes from United States.

Worldwide audience distribution share by country for Garmin
CountryShare
United States14.2%
Japan7.1%
Germany6.9%
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 Garmin audience in United States is strongest.

Fig. 05

Top regions by affinity

Garmin customers by region in United States
#RegionReachAffinity×
01Kansas~100K3.26×
02Alaska~20K2.12×
03Montana~20K1.66×
04Wyoming~10K1.36×
05Maine~20K1.35×
06Colorado~100K1.33×
07Idaho~30K1.31×
08Missouri~100K1.26×
09Oregon~70K1.24×
10Utah~50K1.21×
11Vermont~10K1.17×
12North Dakota~10K1.14×
13New Hampshire~20K1.12×
14Hawaii~20K1.11×
15Minnesota~80K1.10×
16Washington~100K1.07×
17Wisconsin~80K1.06×
18South Dakota~10K1.06×
19Iowa~40K1.01×
20Nebraska~20K0.98×
21Arkansas~40K0.92×
22North Carolina~100K0.91×
23Florida~300K0.89×
24Virginia~100K0.89×
25Massachusetts~90K0.88×
26Arizona~90K0.87×
27California~500K0.84×
28South Carolina~60K0.84×
29Washington, District of Columbia~10K0.84×
30New Mexico~20K0.83×
31Tennessee~80K0.82×
32Michigan~100K0.81×
33Oklahoma~40K0.81×
34Alabama~60K0.80×
35Texas~300K0.79×
36Connecticut~40K0.78×
37Illinois~100K0.77×
38Louisiana~50K0.77×
39Kentucky~50K0.75×
40West Virginia~20K0.75×
41Indiana~70K0.73×
42New York~200K0.72×
43Georgia~100K0.72×
44Mississippi~30K0.72×
45Pennsylvania~100K0.70×
46Ohio~100K0.69×
47Rhode Island~10K0.69×
48Maryland~60K0.68×
49New Jersey~80K0.67×
50Nevada~30K0.66×
Fig. 06

Affinity by region

Affinity by region — Garmin, United States
0.66×1.00×3.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Garmin audience
#·InterestCategoryAffinity×
01Sustainable tourismBusiness & Career38.17×
02SchaffhausenTravel & Leisure35.74×
03Stacy KeiblerMovies & TV32.24×
04SuuntoSports30.48×
05Newton RunningSports24.20×
06Audrina PatridgeMovies & TV20.41×
07Garmin ForerunnerTechnology & Electronics19.43×
08Ragnar Relay SeriesSports19.30×
09Biceps curlSports12.70×
10Flex (magazine)Sports11.88×
11Carmen ElectraMovies & TV9.29×
12Circuit trainingSports8.59×
13Street workoutSports7.98×
14West MarineShopping7.55×
15FitbitTechnology & Electronics6.61×
16Apple WatchTechnology & Electronics3.43×
17LA FitnessSports3.04×
18Planet FitnessSports2.54×
19Dick Van DykeMovies & TV2.41×
20AutoZoneCars & Mobility1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Garmin 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 Garmin audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER2.99×
Early Adopter MentalityPOWER1.51×
Healthy LifestyleBALANCE1.40×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Garmin audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.91×
Design AffinityPREMIUM1.03×
IndulgenceJOY1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Garmin's target market in United States?

Garmin's target market in United States covers an estimated 5,112,074 people, concentrated in California and Texas.

02

What is the gender split and age of Garmin customers?

34.9% of the Garmin audience are female, 65.1% are male, with an average age of 37.4 years.

03

Which brands do Garmin fans like most?

Garmin fans show strongest brand affinity for Sustainable tourism (38.17×), Stacy Keibler (32.24×), and Schaffhausen (35.74×) over the country average.

04

Where do Garmin fans live in United States?

Garmin fans in United States are most concentrated in California (reach ~500K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Garmin fans also like?

Beyond Garmin itself, the audience over-indexes on Stacy Keibler (32.24×), Schaffhausen (35.74×), Planet Fitness (2.54×), and Fitbit (6.61×) 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 Garmin audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Garmin. 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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →