Merrell (company) Audience in United States

Merrell (company) logo

Merrell (company) has an estimated audience of 2,491,547 people in United States. 47.6% are female, 52.4% are male, average age 42.9. Top regions: California, New York, Texas. Top brand affinities: Hiking boot, REI, L.L.Bean, Eddie Bauer, Bouldering.

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

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

Demographics of Merrell (company) fans

Demographic split for Merrell (company) audience in United States
MetricValue
Female47.6%
Male52.4%
Average age42.9
Estimated audience size2,491,547

Audience persona

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

Top regions in United States

Top regions ranked by reach for Merrell (company) in United States
RegionReachAffinity
California236,5750.86×
New York173,9531.25×
Texas110,5430.52×
Pennsylvania109,9301.31×
Michigan93,0931.43×
Florida89,4030.53×
Illinois72,9460.88×
North Carolina70,4220.94×
Ohio69,2160.9×
Massachusetts67,3761.37×
Virginia66,2901.09×
Colorado61,6651.57×
Washington60,2641.21×
Georgia58,6670.76×
New Jersey56,9690.9×
Tennessee51,7831.04×
Maryland43,7491.02×
Minnesota42,5061.19×
Indiana38,5630.85×
Arizona38,0920.75×
South Carolina37,9471.01×
Missouri36,3850.91×
Oregon35,5151.24×
Wisconsin33,1750.89×
Connecticut31,0261.24×
Kentucky25,9830.83×
Alabama24,6320.71×
Utah22,7021.02×
Iowa18,9230.92×
Arkansas18,0130.88×
Oklahoma15,5780.56×
New Hampshire15,3171.56×
Nevada14,0280.58×
Kansas13,8110.7×
Louisiana13,7870.43×
New Mexico13,1411.05×
Idaho12,4771×
West Virginia11,5541×
Maine11,2231.26×
Nebraska10,9880.88×
Mississippi10,5290.51×
Montana10,2941.49×
Rhode Island8,9181.12×
Vermont8,2501.89×
Washington, District of Columbia7,7591.04×
Alaska7,7081.45×
Delaware7,6041.11×
Hawaii7,4400.69×
South Dakota4,6550.81×
Wyoming4,0551.1×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Merrell (company) audience
BrandAffinityCategory
Hiking boot9.6×Fashion & Accessoires
REI3.76×Fashion & Accessoires
L.L.Bean4.43×Fashion & Accessoires
Eddie Bauer7.53×Fashion & Accessoires
Bouldering8×Sports
Sierra Trading Post8.88×Fashion & Accessoires
Sport climbing6.72×Sports
Rocky Mountain National Park6.78×Travel & Leisure
Cotopaxi12.78×Fashion & Accessoires
Ski mountaineering5.3×Sports
La Sportiva17.8×Fashion & Accessoires
National Forest Foundation23.4×Politics & Society
Real Canadian Superstore22.6×Shopping
Appalachian Trail7.66×Travel & Leisure
The North Face3.79×Fashion & Accessoires
Camping1.51×Travel & Leisure
Patagonia3.34×Fashion & Accessoires
Western States Endurance Run20.89×
Outdoor enthusiast1.92×Sports
Cabela's2.38×Sports

Psychographic profile

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

Top personality traits over-indexed by Merrell (company) audience
TraitClusterScore
SustainabilityBALANCE2.24
Luxury OrientationPREMIUM1.59
Healthy LifestyleBALANCE1.51
Family OrientationCONSERVATISM1.47
Sports ActivityPOWER1.46
Convenience OrientationPREMIUM1.34

Worldwide distribution

Worldwide audience distribution share by country for Merrell (company)
CountryShare
United States30.1%
Japan8.6%
Chile6.7%

See Merrell (company) audiences in other countries

More Outdoor audiences in United States

Frequently asked questions

How many fans does Merrell (company) have in United States?

Merrell (company) has an estimated audience of 2,491,547 people in United States, concentrated in California and New York.

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

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

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.

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

Merrell (company) fans in United States are most concentrated in California (reach 236,575), New York (reach 173,953), and Texas (reach 110,543). These three regions account for the largest share of the active audience.

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×), Eddie Bauer (7.53×), and Bouldering (8×) 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 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.