Rascasse Audience Intelligence

Joie Target Market in United States

A data profile of the people who buy, follow and care about Joie in United States — modelled from more than twelve digital signal sources. Joie has an estimated audience of 482,947 people in United States.

#3841among Brand in United States#569in Kids & Family

The average Joie fan in United States is 35.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Baby toys, Tory Burch, Baby Shoes, with strongest over-indexing on Baby toys (25.43× the country average).

Demographically, the Joie audience skews more female with an average age of 35.0, and over-indexes on personality traits such as Indulgence, Pet Ownership.

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

The typical Joie fan in United States is more female, around 35.0 years old, with strong Indulgence tendencies and a notable affinity for Baby toys.

Category: Kids & Family · 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 Joie profile in United States.

Audience size
483K
in United States
Gender
88.2%♀
11.8% male
Age
35.0
average years
Country rank
#37424
Brand in United States
Fig. 01

Search interest · 12-month trend

+64%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Joie

88.2% are female, 11.8% are male, average age 35.0.

Fig. 02

Gender split

88.2%
Female
11.8%
Male
Demographic split for Joie audience in United States
MetricValue
Female88.2%
Male11.8%
Average age35.0
Estimated audience size482,947
Fig. 03

Age distribution

Ø 35.0
average years
Age distribution of the Joie audience in United States
Age bracketShare%
16-1921%
20-2933%
30-3922%
40-4914%
50+10%
Fig. 04

Worldwide distribution

33.0%

of the worldwide Joie audience comes from United States.

Worldwide audience distribution share by country for Joie
CountryShare
United States33.0%
Germany11.6%
France9.5%
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 Joie audience in United States is strongest.

Fig. 05

Top regions by affinity

Joie customers by region in United States
#RegionReachAffinity×
01Washington~10K1.54×
02Wisconsin~10K1.44×
03Hawaii~3K1.32×
04North Dakota~1K1.30×
05California~60K1.28×
06Iowa~5K1.20×
07Massachusetts~10K1.14×
08Connecticut~5K1.12×
09Idaho~3K1.12×
10Tennessee~10K1.11×
11Texas~40K1.08×
12Utah~4K1.08×
13New York~30K1.06×
14Minnesota~7K1.06×
15Louisiana~6K1.06×
16Oklahoma~5K1.06×
17Nebraska~2K1.05×
18Arkansas~4K1.04×
19South Dakota~1K1.03×
20Alabama~6K1.01×
21West Virginia~2K1.01×
22Kansas~4K1.00×
23Washington, District of Columbia~1K0.99×
24Arizona~9K0.98×
25New Hampshire~2K0.98×
26Maine~2K0.98×
27Kentucky~6K0.97×
28Oregon~5K0.97×
29Florida~30K0.96×
30North Carolina~10K0.95×
31Virginia~10K0.95×
32Pennsylvania~10K0.94×
33Georgia~10K0.94×
34South Carolina~6K0.94×
35Mississippi~4K0.94×
36Rhode Island~1K0.94×
37Montana~1K0.94×
38Alaska<1K0.93×
39Illinois~10K0.92×
40Vermont<1K0.92×
41New Jersey~10K0.91×
42Indiana~8K0.91×
43Missouri~7K0.91×
44Colorado~7K0.90×
45Nevada~4K0.89×
46New Mexico~2K0.86×
47Ohio~10K0.85×
48Maryland~7K0.85×
49Delaware~1K0.84×
50Michigan~10K0.82×
Fig. 06

Affinity by region

Affinity by region — Joie, United States
0.82×1.00×1.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Joie audience
#·InterestCategoryAffinity×
01Baby ShoesKids & Family105.53×
02Karen MillenFashion & Accessoires80.70×
03Maxi-CosiKids & Family47.22×
04LongchampFashion & Accessoires28.12×
05Baby toysKids & Family25.43×
06Chloe SevignyMovies & TV24.48×
07Alexander McQueen (brand)Fashion & Accessoires20.99×
08Personal CreationsKids & Family20.00×
09Baby-led weaningTechnology & Electronics12.04×
10Tory BurchFashion & Accessoires11.72×
11Bobbi BrownBeauty & Wellness11.42×
12Miu MiuFashion & Accessoires11.33×
13BB creamBeauty & Wellness9.30×
14PandoraFashion & Accessoires7.39×
15HouzzHome & Garden7.23×
16Designer clothingFashion & Accessoires6.88×
17ULTA BeautyBeauty & Wellness4.07×
18NordstromShopping3.47×
19Trader Joe'sShopping3.27×
20Target CorporationShopping2.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Joie 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 Joie audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.88×
Pet OwnershipJOY3.23×
Design AffinityPREMIUM2.93×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Joie audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.54×
Need for SecurityCONSERVATISM0.71×
TraditionCONSERVATISM0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Joie's target market in United States?

Joie's target market in United States covers an estimated 482,947 people, concentrated in California and Texas.

02

What is the gender split and age of Joie customers?

88.2% of the Joie audience are female, 11.8% are male, with an average age of 35.0 years.

03

Which brands do Joie fans like most?

Joie fans show strongest brand affinity for Baby toys (25.43×), Tory Burch (11.72×), and Baby Shoes (105.53×) over the country average.

04

Where do Joie fans live in United States?

Joie fans in United States are most concentrated in California (reach ~60K), Texas (reach ~40K), and Florida (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Joie fans also like?

Beyond Joie itself, the audience over-indexes on Tory Burch (11.72×), Baby Shoes (105.53×), Maxi-Cosi (47.22×), and Longchamp (28.12×) compared to the United States average.

Appendix

Explore more audiences

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

More Kids & Family audiences in United States

See Joie audiences in other countries

How to read this data

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