REI Audience in United States

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REI has an estimated audience of 34,544,114 people in United States. 47.4% are female, 52.6% are male, average age 36.4. Top regions: California, Washington, Texas. Top brand affinities: Vocal harmony, Elsword, Governor of Michigan, Historic site, Grinch.

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 Vocal harmony, Elsword, Governor of Michigan, with strongest over-indexing on Vocal harmony (12.12× 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, Sports Activity. 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 REI fans

Demographic split for REI audience in United States
MetricValue
Female47.4%
Male52.6%
Average age36.4
Estimated audience size34,544,114

Audience persona

The typical REI fan in United States is balanced, around 36.4 years old, with strong Sustainability tendencies and a notable affinity for Vocal harmony.

Top regions in United States

Top regions ranked by reach for REI in United States
RegionReachAffinity
California6,298,5091.66×
Washington2,075,1322.99×
Texas1,826,6530.62×
Colorado1,559,0772.86×
New York1,480,7340.77×
Oregon1,062,5832.68×
North Carolina950,0260.91×
Florida917,6670.39×
Virginia862,5861.03×
Massachusetts861,0741.27×
Illinois842,5430.73×
Arizona824,4261.17×
Pennsylvania781,2160.67×
Georgia761,8970.72×
Minnesota667,6741.35×
Ohio663,6650.62×
Michigan629,5140.7×
New Jersey596,1600.68×
Maryland564,2510.95×
Tennessee547,5110.79×
Utah519,1081.68×
Wisconsin469,3320.9×
Nevada352,5411.06×
Connecticut323,0820.93×
Missouri319,1680.57×
South Carolina317,8660.61×
Alaska278,2403.77×
Indiana274,2620.43×
New Mexico243,3061.4×
Montana231,8842.42×
Idaho200,3661.16×
Alabama187,9960.39×
Oklahoma177,8220.46×
New Hampshire167,2071.23×
Kentucky161,6510.37×
Kansas155,1990.57×
Maine140,2741.13×
Iowa126,0130.44×
Washington, District of Columbia121,6551.17×
Vermont105,6501.74×
Rhode Island99,9100.91×
Nebraska76,7070.44×
Louisiana67,9610.15×
Hawaii67,5000.45×
Wyoming65,5451.28×
Arkansas65,4230.23×
Delaware57,2090.6×
West Virginia42,2420.26×
Mississippi40,8840.14×
South Dakota22,3210.28×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for REI audience
BrandAffinityCategory
Vocal harmony12.12×Music & Radio
Elsword37.5×Games
Governor of Michigan13.76×Politics & Society
Historic site7.84×Arts & Culture
Grinch6.91×Movies & TV
Goop9.18×Internet & Social Media
Cherish (group)18.52×Music & Radio
Mathcore13.31×Music & Radio
Fairy godmother12.14×Literature
Hipster12.61×Politics & Society
Hibachi9.39×Food & Beverages
Guitarist (magazine)12.37×Music & Radio
Wok6.93×Food & Beverages
La Jolla9.14×Travel & Leisure
headspace8.29×Health
Google Home5.71×Technology & Electronics
Natural rubber1.74×Cars & Mobility
TV Fanatic8.78×Movies & TV
The Historian12.88×Literature
Grace Slick7.08×Music & Radio

Psychographic profile

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

Top personality traits over-indexed by REI audience
TraitClusterScore
SustainabilityBALANCE2.56
Sports ActivityPOWER1.8
Design AffinityPREMIUM1.78
LGBTQ+ IdentityOPEN1.7
Luxury OrientationPREMIUM1.54
IndulgenceJOY1.48

Worldwide distribution

Worldwide audience distribution share by country for REI
CountryShare
United States76.1%
Canada2.8%
China2.7%

See REI audiences in other countries

More Outdoor audiences in United States

Frequently asked questions

How many fans does REI have in United States?

REI has an estimated audience of 34,544,114 people in United States, concentrated in California and Washington.

What is the gender split and age of REI fans?

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

Which brands do REI fans like most?

REI fans show strongest brand affinity for Vocal harmony (12.12×), Elsword (37.5×), and Governor of Michigan (13.76×) over the country average.

Where do REI fans live in United States?

REI fans in United States are most concentrated in California (reach 6,298,509), Washington (reach 2,075,132), and Texas (reach 1,826,653). These three regions account for the largest share of the active audience.

What other brands do REI fans also like?

Beyond REI itself, the audience over-indexes on Elsword (37.5×), Governor of Michigan (13.76×), Historic site (7.84×), and Grinch (6.91×) 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 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.