Rascasse Audience Intelligence

On Target Market in United States

A data profile of the people who buy, follow and care about On in United States — modelled from more than twelve digital signal sources. On has an estimated audience of 5,431,429 people in United States.

#1among Running in United States#638among Brand in United States#535in Sports

The average On fan in United States is 34.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Napoleon Dynamite, Major League Soccer, Cougar, with strongest over-indexing on Napoleon Dynamite (20.65× the country average).

Demographically, the On audience skews more male with an average age of 34.4, and over-indexes on personality traits such as Convenience Orientation, Sustainability.

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

The typical On fan in United States is more male, around 34.4 years old, with strong Convenience Orientation tendencies and a notable affinity for Napoleon Dynamite.

Category: Sports · Type: Brand · Subtype: Running

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 On profile in United States.

Audience size
5.4M
in United States
Gender
40.1%♀
59.9% male
Age
34.4
average years
Country rank
#6210
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of On

40.1% are female, 59.9% are male, average age 34.4.

Fig. 02

Gender split

40.1%
Female
59.9%
Male
Demographic split for On audience in United States
MetricValue
Female40.1%
Male59.9%
Average age34.4
Estimated audience size5,431,429
Fig. 03

Age distribution

Ø 34.4
average years
Age distribution of the On audience in United States
Age bracketShare%
16-1931%
20-2922%
30-3919%
40-4916%
50+12%
Fig. 04

Worldwide distribution

18.0%

of the worldwide On audience comes from United States.

Worldwide audience distribution share by country for On
CountryShare
India18.4%
United States18.0%
Japan14.0%
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 On audience in United States is strongest.

Fig. 05

Top regions by affinity

On customers by region in United States
#RegionReachAffinity×
01New York~400K1.36×
02Florida~500K1.32×
03Connecticut~70K1.28×
04New Jersey~200K1.22×
05California~700K1.20×
06Louisiana~80K1.16×
07Texas~500K1.15×
08Oklahoma~70K1.13×
09Georgia~200K1.11×
10Oregon~70K1.10×
11Arkansas~50K1.10×
12Massachusetts~100K1.08×
13Hawaii~20K1.07×
14Mississippi~50K1.06×
15North Carolina~200K1.05×
16Washington, District of Columbia~20K1.05×
17Illinois~200K1.04×
18Tennessee~100K1.04×
19Nevada~50K1.04×
20Virginia~100K1.03×
21Alabama~80K1.03×
22Indiana~100K1.02×
23Washington~100K1.01×
24Kentucky~70K1.01×
25South Carolina~80K0.99×
26New Mexico~30K0.99×
27Pennsylvania~200K0.97×
28Michigan~100K0.97×
29Maryland~90K0.96×
30Colorado~80K0.96×
31Alaska~10K0.96×
32Missouri~80K0.95×
33West Virginia~20K0.95×
34Ohio~200K0.94×
35Nebraska~30K0.94×
36Arizona~100K0.93×
37Kansas~40K0.92×
38Minnesota~70K0.90×
39Iowa~40K0.90×
40North Dakota~10K0.89×
41New Hampshire~20K0.87×
42Wisconsin~70K0.86×
43Utah~40K0.86×
44Maine~20K0.86×
45Rhode Island~10K0.86×
46Montana~10K0.86×
47South Dakota~10K0.86×
48Delaware~10K0.84×
49Idaho~20K0.81×
50Vermont~7K0.80×
Fig. 06

Affinity by region

Affinity by region — On, United States
0.80×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for On audience
#·InterestCategoryAffinity×
01Napoleon DynamiteMovies & TV20.65×
02CougarKids & Family12.19×
03Winter Olympic GamesSports5.87×
04Cole HaanFashion & Accessoires5.63×
05ASICSFashion & Accessoires5.16×
06Major League SoccerSports4.20×
0724 Hour FitnessSports4.06×
08High-intensity interval trainingSports3.58×
09Natural foodsFood & Beverages3.35×
10Sneaker collectingFashion & Accessoires2.56×
11NBA FinalsSports2.37×
12College basketballSports2.33×
13CrossFitSports2.28×
14PhilanthropyArts & Culture2.24×
15Track and fieldSports2.22×
16Trader Joe'sShopping1.98×
17Electric guitarMusic & Radio1.88×
18Musical instrumentMusic & Radio1.73×
19Physical fitnessSports1.56×
20FIFA World CupSports1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the On 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 On audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.62×
SustainabilityBALANCE1.48×
Healthy LifestyleBALANCE1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by On audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.66×
ExtroversionTHRILL0.79×
DIY MentalityTHRILL0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is On's target market in United States?

On's target market in United States covers an estimated 5,431,429 people, concentrated in California and Texas.

02

What is the gender split and age of On customers?

40.1% of the On audience are female, 59.9% are male, with an average age of 34.4 years.

03

Which brands do On fans like most?

On fans show strongest brand affinity for Napoleon Dynamite (20.65×), Major League Soccer (4.2×), and Cougar (12.19×) over the country average.

04

Where do On fans live in United States?

On fans in United States are most concentrated in California (reach ~700K), Texas (reach ~500K), and Florida (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do On fans also like?

Beyond On itself, the audience over-indexes on Major League Soccer (4.2×), Cougar (12.19×), ASICS (5.16×), and Physical fitness (1.56×) compared to the United States average.

Appendix

Explore more audiences

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

More Running audiences in United States

See On audiences in other countries

How to read this data

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