Rascasse Audience Intelligence

Merrell (company) Target Market in United States

A data profile of the people who buy, follow and care about Merrell (company) in United States — modelled from more than twelve digital signal sources. Merrell (company) has an estimated audience of 2,528,620 people in United States.

#6among Outdoor in United States#1191among Brand in United States#542in Fashion & Accessoires

The average Merrell (company) fan in United States is 42.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Pennsylvania.

Top brand affinities include Hiking boot, REI, L.L.Bean, with strongest over-indexing on Hiking boot (9.6× the country average).

Demographically, the Merrell (company) audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Sports Activity, Career Orientation.

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

The typical Merrell (company) fan in United States is balanced, around 42.9 years old, with strong Sports Activity tendencies and a notable affinity for Hiking boot.

Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor

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 Merrell (company) profile in United States.

Audience size
2.5M
in United States
Gender
47.6%♀
52.4% male
Age
42.9
average years
Country rank
#11820
Brand in United States
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Merrell (company)

47.6% are female, 52.4% are male, average age 42.9.

Fig. 02

Gender split

47.6%
Female
52.4%
Male
Demographic split for Merrell (company) audience in United States
MetricValue
Female47.6%
Male52.4%
Average age42.9
Estimated audience size2,528,620
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Merrell (company) audience in United States
Age bracketShare%
16-1913%
20-2916%
30-3919%
40-4922%
50+29%
Fig. 04

Worldwide distribution

30.1%

of the worldwide Merrell (company) audience comes from United States.

Worldwide audience distribution share by country for Merrell (company)
CountryShare
United States30.1%
Japan8.6%
Chile6.6%
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 Merrell (company) audience in United States is strongest.

Fig. 05

Top regions by affinity

Merrell (company) customers by region in United States
#RegionReachAffinity×
01Vermont~8K1.79×
02New Hampshire~20K1.72×
03Delaware~10K1.64×
04Maine~10K1.51×
05Colorado~60K1.45×
06Michigan~90K1.40×
07Montana~9K1.37×
08Massachusetts~70K1.34×
09Alaska~7K1.33×
10Pennsylvania~100K1.31×
11New York~200K1.24×
12Connecticut~30K1.21×
13Oregon~30K1.20×
14Rhode Island~9K1.15×
15New Mexico~10K1.14×
16Minnesota~40K1.13×
17Washington~60K1.12×
18Tennessee~50K1.08×
19South Carolina~40K1.08×
20Virginia~60K1.07×
21Utah~20K1.07×
22Maryland~40K1.03×
23West Virginia~10K1.00×
24Washington, District of Columbia~7K0.98×
25Idaho~10K0.96×
26Nebraska~10K0.94×
27Iowa~20K0.93×
28California~200K0.90×
29Illinois~70K0.88×
30Ohio~70K0.87×
31North Carolina~70K0.87×
32Missouri~40K0.87×
33New Jersey~50K0.86×
34South Dakota~5K0.86×
35Arkansas~20K0.84×
36North Dakota~4K0.83×
37Wisconsin~30K0.82×
38Kentucky~20K0.79×
39Arizona~40K0.78×
40Indiana~40K0.78×
41Georgia~60K0.75×
42Alabama~30K0.75×
43Hawaii~8K0.72×
44Kansas~10K0.70×
45Nevada~10K0.59×
46Oklahoma~20K0.55×
47Mississippi~10K0.55×
48Florida~90K0.54×
49Texas~100K0.50×
50Louisiana~10K0.46×
Fig. 06

Affinity by region

Affinity by region — Merrell (company), United States
0.46×1.00×1.79×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Merrell (company) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Merrell (company) audience
#·InterestCategoryAffinity×
01National Forest FoundationPolitics & Society23.40×
02Real Canadian SuperstoreShopping22.60×
03Western States Endurance RunEvent20.89×
04La SportivaFashion & Accessoires17.80×
05CotopaxiFashion & Accessoires12.78×
06Hiking bootFashion & Accessoires9.60×
07Sierra Trading PostFashion & Accessoires8.88×
08BoulderingSports8.00×
09Appalachian TrailTravel & Leisure7.66×
10Eddie BauerFashion & Accessoires7.53×
11Rocky Mountain National ParkTravel & Leisure6.78×
12Sport climbingSports6.72×
13Ski mountaineeringSports5.30×
14L.L.BeanFashion & Accessoires4.43×
15Lands' EndFashion & Accessoires4.01×
16The North FaceFashion & Accessoires3.79×
17REIFashion & Accessoires3.76×
18PatagoniaFashion & Accessoires3.34×
19Mitch McConnellPolitics & Society1.97×
20CampingTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Merrell (company) 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 Merrell (company) audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.48×
Career OrientationPOWER1.32×
SustainabilityBALANCE1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Merrell (company) audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.78×
Urban LifestyleOPEN0.81×
Social Media UsageJOY0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Merrell (company)'s target market in United States?

Merrell (company)'s target market in United States covers an estimated 2,528,620 people, concentrated in California and New York.

02

What is the gender split and age of Merrell (company) customers?

47.6% of the Merrell (company) audience are female, 52.4% are male, with an average age of 42.9 years.

03

Which brands do Merrell (company) fans like most?

Merrell (company) fans show strongest brand affinity for Hiking boot (9.6×), REI (3.76×), and L.L.Bean (4.43×) over the country average.

04

Where do Merrell (company) fans live in United States?

Merrell (company) fans in United States are most concentrated in California (reach ~200K), New York (reach ~200K), and Pennsylvania (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Merrell (company) fans also like?

Beyond Merrell (company) itself, the audience over-indexes on REI (3.76×), L.L.Bean (4.43×), Bouldering (8×), and Sierra Trading Post (8.88×) compared to the United States average.

Appendix

Explore more audiences

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

More Outdoor audiences in United States

See Merrell (company) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Merrell (company). 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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