Rascasse Audience Intelligence

Orvis Target Market in United States

A data profile of the people who buy, follow and care about Orvis in United States — modelled from more than twelve digital signal sources. Orvis has an estimated audience of 1,979,035 people in United States.

#1466among Brand in United States#1291in Sports

The average Orvis fan in United States is 46.9 years old, more male, and lives primarily in Texas.

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

Top brand affinities include Fishing lure, American Museum of Fly Fishing, Sportsman's Warehouse, with strongest over-indexing on Fishing lure (7.28× the country average).

Demographically, the Orvis audience skews more male with an average age of 46.9, and over-indexes on personality traits such as Patriotism, Risk Appetite.

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

The typical Orvis fan in United States is more male, around 46.9 years old, with strong Patriotism tendencies and a notable affinity for Fishing lure.

Category: Sports · 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 Orvis profile in United States.

Audience size
2M
in United States
Gender
29.6%♀
70.4% male
Age
46.9
average years
Country rank
#14355
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 Orvis

29.6% are female, 70.4% are male, average age 46.9.

Fig. 02

Gender split

29.6%
Female
70.4%
Male
Demographic split for Orvis audience in United States
MetricValue
Female29.6%
Male70.4%
Average age46.9
Estimated audience size1,979,035
Fig. 03

Age distribution

Ø 46.9
average years
Age distribution of the Orvis audience in United States
Age bracketShare%
16-195%
20-2913%
30-3919%
40-4924%
50+39%
Fig. 04

Worldwide distribution

78.5%

of the worldwide Orvis audience comes from United States.

Worldwide audience distribution share by country for Orvis
CountryShare
United States78.5%
United Kingdom4.5%
Japan3.5%
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 Orvis audience in United States is strongest.

Fig. 05

Top regions by affinity

Orvis customers by region in United States
#RegionReachAffinity×
01Vermont~20K4.17×
02Wyoming~8K2.69×
03Montana~10K2.46×
04Maine~10K1.80×
05Alabama~50K1.63×
06Virginia~80K1.57×
07South Carolina~50K1.54×
08Colorado~50K1.53×
09Connecticut~30K1.50×
10New Hampshire~10K1.47×
11Tennessee~60K1.42×
12North Carolina~80K1.32×
13Pennsylvania~80K1.19×
14Idaho~10K1.14×
15Georgia~70K1.13×
16Massachusetts~40K1.05×
17Alaska~4K1.02×
18Mississippi~20K0.96×
19West Virginia~9K0.95×
20Michigan~50K0.90×
21Rhode Island~6K0.88×
22Washington, District of Columbia~5K0.88×
23New York~100K0.87×
24Oregon~20K0.85×
25Minnesota~20K0.83×
26Kentucky~20K0.82×
27Ohio~50K0.81×
28Wisconsin~20K0.80×
29Arkansas~10K0.75×
30Washington~30K0.73×
31Utah~10K0.73×
32Maryland~30K0.71×
33Louisiana~20K0.71×
34Missouri~20K0.68×
35Delaware~4K0.67×
36New Jersey~30K0.66×
37Indiana~20K0.66×
38Texas~100K0.65×
39New Mexico~7K0.65×
40South Dakota~3K0.63×
41Illinois~40K0.61×
42Kansas~10K0.59×
43Oklahoma~10K0.50×
44Iowa~8K0.50×
45Arizona~20K0.49×
46Nebraska~5K0.49×
47Nevada~8K0.38×
48California~80K0.37×
49Florida~50K0.37×
50Hawaii~3K0.32×
Fig. 06

Affinity by region

Affinity by region — Orvis, United States
0.32×1.00×4.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Orvis audience
#·InterestCategoryAffinity×
01American Museum of Fly FishingArts & Culture50.70×
02Simms Fishing ProductsSports14.26×
03Fishing sinkerTopic11.54×
04Upland game birdPets & Animals8.42×
05Sportsman's WarehouseShopping7.44×
06Fishing lurePets & Animals7.28×
07VermontTravel & Leisure5.93×
08Wild fisheriesTravel & Leisure4.89×
09Fly fishingSports4.72×
10Fishing floatSports4.69×
11Smallmouth bassPets & Animals4.51×
12Bass Pro ShopsSports4.41×
13SpearfishingSports4.10×
14PatagoniaFashion & Accessoires3.92×
15Fresh waterFood & Beverages3.41×
16L.L.BeanFashion & Accessoires3.07×
17REIFashion & Accessoires3.00×
18Survival skillsPolitics & Society2.86×
19Outdoor recreationSports1.52×
20CampingTravel & Leisure1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Orvis 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 Orvis audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.39×
Risk AppetiteTHRILL1.29×
DIY MentalityTHRILL1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Orvis audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.90×
Urban LifestyleOPEN0.91×
ExtroversionTHRILL0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Orvis's target market in United States?

Orvis's target market in United States covers an estimated 1,979,035 people, concentrated in Texas and New York.

02

What is the gender split and age of Orvis customers?

29.6% of the Orvis audience are female, 70.4% are male, with an average age of 46.9 years.

03

Which brands do Orvis fans like most?

Orvis fans show strongest brand affinity for Fishing lure (7.28×), American Museum of Fly Fishing (50.7×), and Sportsman's Warehouse (7.44×) over the country average.

04

Where do Orvis fans live in United States?

Orvis fans in United States are most concentrated in Texas (reach ~100K), New York (reach ~100K), and California (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Orvis fans also like?

Beyond Orvis itself, the audience over-indexes on American Museum of Fly Fishing (50.7×), Sportsman's Warehouse (7.44×), Vermont (5.93×), and Fly fishing (4.72×) compared to the United States average.

Appendix

Explore more audiences

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

More Sports audiences in United States

See Orvis audiences in other countries

How to read this data

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