Rascasse Audience Intelligence

REI Target Market in United States

A data profile of the people who buy, follow and care about REI in United States — modelled from more than twelve digital signal sources. REI has an estimated audience of 34,029,296 people in United States.

#1among Outdoor in United States#82among Brand in United States#30in Fashion & Accessoires

The average REI fan in United States is 36.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Washington, Texas.

Top brand affinities include Patagonia, Trader Joe's, Cast-iron cookware, with strongest over-indexing on Patagonia (5.03× the country average).

Demographically, the REI audience skews balanced with an average age of 36.4, 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 REI fan in United States is balanced, around 36.4 years old, with strong Sustainability tendencies and a notable affinity for Patagonia.

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 REI profile in United States.

Audience size
34M
in United States
Gender
47.4%♀
52.6% male
Age
36.4
average years
Country rank
#751
Brand in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of REI

47.4% are female, 52.6% are male, average age 36.4.

Fig. 02

Gender split

47.4%
Female
52.6%
Male
Demographic split for REI audience in United States
MetricValue
Female47.4%
Male52.6%
Average age36.4
Estimated audience size34,029,296
Fig. 03

Age distribution

Ø 36.4
average years
Age distribution of the REI audience in United States
Age bracketShare%
16-1926%
20-2921%
30-3919%
40-4918%
50+16%
Fig. 04

Worldwide distribution

75.6%

of the worldwide REI audience comes from United States.

Worldwide audience distribution share by country for REI
CountryShare
United States75.6%
Canada2.9%
Japan2.7%
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 REI audience in United States is strongest.

Fig. 05

Top regions by affinity

REI customers by region in United States
#RegionReachAffinity×
01Alaska~300K4.24×
02Washington~2M3.05×
03Colorado~1.5M2.78×
04Oregon~1M2.66×
05Montana~200K2.54×
06Vermont~100K1.94×
07Wyoming~80K1.61×
08California~6M1.53×
09Utah~500K1.53×
10New Mexico~200K1.41×
11Minnesota~700K1.32×
12New Hampshire~200K1.31×
13Massachusetts~900K1.26×
14Maine~100K1.20×
15Idaho~200K1.18×
16Arizona~800K1.09×
17Nevada~300K1.03×
18Rhode Island~100K1.02×
19Washington, District of Columbia~100K1.02×
20Virginia~800K1.00×
21Connecticut~300K0.94×
22Maryland~500K0.91×
23North Carolina~900K0.87×
24Wisconsin~400K0.86×
25New York~1.5M0.82×
26Tennessee~500K0.76×
27Illinois~800K0.71×
28Michigan~600K0.70×
29New Jersey~600K0.70×
30Pennsylvania~800K0.65×
31Georgia~700K0.65×
32Delaware~60K0.61×
33Texas~1.5M0.59×
34Ohio~600K0.58×
35South Carolina~300K0.58×
36Kansas~200K0.57×
37Missouri~300K0.53×
38Oklahoma~200K0.45×
39Nebraska~70K0.41×
40Indiana~200K0.40×
41Iowa~100K0.40×
42Alabama~200K0.38×
43Florida~900K0.37×
44Hawaii~60K0.37×
45Kentucky~200K0.36×
46South Dakota~20K0.28×
47West Virginia~40K0.26×
48Arkansas~60K0.20×
49Mississippi~40K0.16×
50Louisiana~60K0.14×
Fig. 06

Affinity by region

Affinity by region — REI, United States
0.14×1.00×4.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for REI audience
#·InterestCategoryAffinity×
01Cast-iron cookwareHome & Garden5.47×
02Arc'teryxFashion & Accessoires5.20×
03PatagoniaFashion & Accessoires5.03×
04Columbia SportswearFashion & Accessoires4.27×
05Family carCars & Mobility3.48×
06Alpine skiingSports3.27×
07Hiking bootFashion & Accessoires3.23×
08High-net-worth individualBusiness & Career3.14×
09CrowdfundingBusiness & Career2.69×
10Backpacking (travel)Travel & Leisure2.64×
11Extreme sportSports2.45×
12Ski resortTravel & Leisure2.43×
13Raising Cane's Chicken FingersFood & Beverages2.23×
14Trader Joe'sShopping2.14×
15Anime conventionLiterature2.04×
16PhilanthropyArts & Culture1.95×
17Property finderHome & Garden1.90×
18InnovationBusiness & Career1.78×
19Popeyes Louisiana KitchenFood & Beverages1.67×
20CampingTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the REI 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 REI audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.02×
Risk AppetiteTHRILL1.81×
IndulgenceJOY1.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by REI audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.88×
Social Media UsageJOY0.89×
Need for SecurityCONSERVATISM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is REI's target market in United States?

REI's target market in United States covers an estimated 34,029,296 people, concentrated in California and Washington.

02

What is the gender split and age of REI customers?

47.4% of the REI audience are female, 52.6% are male, with an average age of 36.4 years.

03

Which brands do REI fans like most?

REI fans show strongest brand affinity for Patagonia (5.03×), Trader Joe's (2.14×), and Cast-iron cookware (5.47×) over the country average.

04

Where do REI fans live in United States?

REI fans in United States are most concentrated in California (reach ~6M), Washington (reach ~2M), and Texas (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do REI fans also like?

Beyond REI itself, the audience over-indexes on Trader Joe's (2.14×), Cast-iron cookware (5.47×), Alpine skiing (3.27×), and Camping (1.51×) 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 REI audiences in other countries

How to read this data

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