Rascasse Audience Intelligence

Patagonia Target Market in United States

A data profile of the people who buy, follow and care about Patagonia in United States — modelled from more than twelve digital signal sources. Patagonia has an estimated audience of 14,283,207 people in United States.

#6among Sportswear in United States#234among Brand in United States#117in Fashion & Accessoires

The average Patagonia fan in United States is 40.3 years old, balanced, and lives primarily in California.

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

Top brand affinities include Sustainable clothing, Online shopping, Alpine skiing, with strongest over-indexing on Sustainable clothing (13.57× the country average).

Demographically, the Patagonia audience skews balanced with an average age of 40.3, and over-indexes on personality traits such as Sustainability, Risk Appetite.

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

The typical Patagonia fan in United States is balanced, around 40.3 years old, with strong Sustainability tendencies and a notable affinity for Sustainable clothing.

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

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 Patagonia profile in United States.

Audience size
14.3M
in United States
Gender
51.7%♀
48.3% male
Age
40.3
average years
Country rank
#2456
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 Patagonia

51.7% are female, 48.3% are male, average age 40.3.

Fig. 02

Gender split

51.7%
Female
48.3%
Male
Demographic split for Patagonia audience in United States
MetricValue
Female51.7%
Male48.3%
Average age40.3
Estimated audience size14,283,207
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the Patagonia audience in United States
Age bracketShare%
16-1917%
20-2919%
30-3920%
40-4921%
50+23%
Fig. 04

Worldwide distribution

31.5%

of the worldwide Patagonia audience comes from United States.

Worldwide audience distribution share by country for Patagonia
CountryShare
United States31.5%
Japan8.7%
Germany6.0%
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 Patagonia audience in United States is strongest.

Fig. 05

Top regions by affinity

Patagonia customers by region in United States
#RegionReachAffinity×
01Hawaii~200K3.64×
02Vermont~60K2.47×
03Alaska~70K2.31×
04Montana~70K1.80×
05Colorado~400K1.79×
06Washington~400K1.55×
07Massachusetts~400K1.55×
08Washington, District of Columbia~60K1.53×
09Oregon~200K1.52×
10Maine~80K1.50×
11New Hampshire~70K1.34×
12California~2M1.33×
13New York~1M1.30×
14Wyoming~30K1.22×
15Idaho~80K1.21×
16Utah~100K1.19×
17Connecticut~200K1.13×
18Minnesota~200K1.10×
19Rhode Island~40K0.95×
20Illinois~400K0.94×
21Maryland~200K0.91×
22New Jersey~300K0.90×
23Virginia~300K0.90×
24Wisconsin~200K0.87×
25Michigan~300K0.81×
26Nevada~100K0.80×
27Pennsylvania~400K0.79×
28North Carolina~300K0.77×
29Georgia~300K0.72×
30Tennessee~200K0.72×
31South Dakota~20K0.71×
32Arizona~200K0.70×
33Iowa~80K0.68×
34Missouri~100K0.62×
35Delaware~20K0.62×
36Ohio~300K0.60×
37Indiana~200K0.60×
38Nebraska~40K0.60×
39New Mexico~40K0.60×
40Kentucky~100K0.59×
41Arkansas~70K0.59×
42South Carolina~100K0.58×
43Kansas~60K0.58×
44West Virginia~40K0.58×
45Texas~700K0.56×
46Alabama~100K0.55×
47Oklahoma~70K0.47×
48Florida~400K0.46×
49Louisiana~70K0.39×
50Mississippi~50K0.39×
Fig. 06

Affinity by region

Affinity by region — Patagonia, United States
0.39×1.00×3.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Patagonia audience
#·InterestCategoryAffinity×
01Sustainable clothingFashion & Accessoires13.57×
02Sierra Trading PostFashion & Accessoires8.03×
03Alex HonnoldSports7.94×
04Arc'teryxFashion & Accessoires7.89×
05Columbia SportswearFashion & Accessoires7.68×
06WakesurfingSports5.81×
07The North FaceFashion & Accessoires5.46×
08Hiking bootFashion & Accessoires5.42×
09Alpine skiingSports5.01×
10WindsurfingSports4.74×
11Fly fishingSports4.63×
12BirkenstockFashion & Accessoires4.44×
13WakeboardingSports4.43×
14Road tripTravel & Leisure3.39×
15National parkTravel & Leisure2.97×
16Google MapsInternet & Social Media2.16×
17Online shoppingShopping1.75×
18CampingTravel & Leisure1.75×
19Fitness and wellnessSports1.56×
20Alcoholic beveragesFood & Beverages1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Patagonia 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 Patagonia audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE4.39×
Risk AppetiteTHRILL1.77×
Design AffinityPREMIUM1.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Patagonia audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.59×
Family OrientationCONSERVATISM0.76×
TraditionCONSERVATISM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Patagonia's target market in United States?

Patagonia's target market in United States covers an estimated 14,283,207 people, concentrated in California and New York.

02

What is the gender split and age of Patagonia customers?

51.7% of the Patagonia audience are female, 48.3% are male, with an average age of 40.3 years.

03

Which brands do Patagonia fans like most?

Patagonia fans show strongest brand affinity for Sustainable clothing (13.57×), Online shopping (1.75×), and Alpine skiing (5.01×) over the country average.

04

Where do Patagonia fans live in United States?

Patagonia fans in United States are most concentrated in California (reach ~2M), New York (reach ~1M), and Texas (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Patagonia fans also like?

Beyond Patagonia itself, the audience over-indexes on Online shopping (1.75×), Alpine skiing (5.01×), Fly fishing (4.63×), and Columbia Sportswear (7.68×) compared to the United States average.

Appendix

Explore more audiences

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

More Sportswear audiences in United States

See Patagonia audiences in other countries

How to read this data

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