Rascasse Audience Intelligence

Sturgis, South Dakota Audience in United States

A data profile of the people who buy, follow and care about Sturgis, South Dakota in United States — modelled from more than twelve digital signal sources. Sturgis, South Dakota has an estimated audience of 812,477 people in United States.

#98among Department store in United States#2544among POI in United States#2059in Travel & Leisure

The average Sturgis, South Dakota fan in United States is 48.7 years old, more male, and lives primarily in South Dakota.

The audience is concentrated in South Dakota, California, Texas.

Top brand affinities include Janie and Jack, Touring motorcycle, Cruiser (motorcycle), with strongest over-indexing on Janie and Jack (188.41× the country average).

Demographically, the Sturgis, South Dakota audience skews more male with an average age of 48.7, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

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

The typical Sturgis, South Dakota fan in United States is more male, around 48.7 years old, with strong Patriotism tendencies and a notable affinity for Janie and Jack.

Category: Travel & Leisure · Type: POI · Subtype: Department store

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 Sturgis, South Dakota profile in United States.

Audience size
812K
in United States
Gender
26.0%♀
74.0% male
Age
48.7
average years
Country rank
#27184
POI in United States
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sturgis, South Dakota fans

26.0% are female, 74.0% are male, average age 48.7.

Fig. 02

Gender split

26.0%
Female
74.0%
Male
Demographic split for Sturgis, South Dakota audience in United States
MetricValue
Female26.0%
Male74.0%
Average age48.7
Estimated audience size812,477
Fig. 03

Age distribution

Ø 48.7
average years
Age distribution of the Sturgis, South Dakota audience in United States
Age bracketShare%
16-195%
20-299%
30-3914%
40-4928%
50+44%
Fig. 04

Worldwide distribution

82.4%

of the worldwide Sturgis, South Dakota audience comes from United States.

Worldwide audience distribution share by country for Sturgis, South Dakota
CountryShare
United States82.4%
Germany3.6%
Canada2.7%
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 Sturgis, South Dakota audience in United States is strongest.

Fig. 05

Top regions by affinity

Sturgis, South Dakota fans by region: top regions in United States
#RegionReachAffinity×
01South Dakota~40K19.59×
02Wyoming~5K3.84×
03North Dakota~4K2.14×
04Montana~4K1.97×
05Nebraska~6K1.52×
06Iowa~9K1.27×
07Minnesota~10K1.10×
08Colorado~10K1.00×
09Michigan~20K0.96×
10Indiana~10K0.95×
11Kansas~6K0.91×
12Idaho~4K0.87×
13Wisconsin~9K0.77×
14Missouri~9K0.72×
15Utah~5K0.71×
16Alaska~1K0.70×
17Oklahoma~6K0.66×
18Kentucky~7K0.64×
19New Hampshire~2K0.64×
20Arkansas~4K0.59×
21New Mexico~2K0.59×
22West Virginia~2K0.59×
23Maine~2K0.59×
24Rhode Island~2K0.59×
25Delaware~1K0.59×
26Oregon~5K0.56×
27Mississippi~4K0.56×
28Hawaii~2K0.55×
29Washington, District of Columbia~1K0.53×
30Washington~8K0.51×
31Illinois~10K0.50×
32Nevada~4K0.50×
33Arizona~8K0.49×
34Tennessee~8K0.48×
35Ohio~10K0.47×
36Louisiana~5K0.46×
37Alabama~5K0.44×
38South Carolina~5K0.42×
39Connecticut~3K0.40×
40Pennsylvania~10K0.38×
41North Carolina~9K0.36×
42Massachusetts~6K0.35×
43Texas~20K0.33×
44Maryland~5K0.33×
45Florida~20K0.32×
46Georgia~8K0.32×
47Virginia~6K0.32×
48California~30K0.29×
49New Jersey~6K0.29×
50New York~10K0.25×
Fig. 06

Affinity by region

Affinity by region — Sturgis, South Dakota, United States
0.25×1.00×19.59×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sturgis, South Dakota audience
#·InterestCategoryAffinity×
01Janie and JackShopping188.41×
02J&P CyclesCars & Mobility46.02×
03Easy RiderMovies & TV36.59×
04Laconia Motorcycle WeekCars & Mobility24.10×
05Touring motorcycleCars & Mobility18.75×
06Cruiser (motorcycle)Cars & Mobility16.58×
07West Coast ChoppersFashion & Accessoires16.40×
08Once upon a timeMovies & TV13.30×
09Custom motorcycleCars & Mobility10.80×
10Motorcycle accessoriesCars & Mobility10.63×
11Motorcycle helmetCars & Mobility8.71×
12Chopper (motorcycle)Cars & Mobility7.78×
13Obsessed (2009 film)Movies & TV6.53×
14Solar energyHome & Garden4.02×
15Chuck NorrisMovies & TV3.89×
16Renewable energyBusiness & Career3.75×
17FedExBusiness & Career3.45×
18AutoZoneCars & Mobility2.70×
19Mortgage loansBusiness & Career2.43×
20MSNNews2.23×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sturgis, South Dakota 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 Sturgis, South Dakota audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM5.02×
Convenience OrientationPREMIUM2.01×
Need for SecurityCONSERVATISM1.81×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sturgis, South Dakota audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.58×
Healthy LifestyleBALANCE0.66×
MindfulnessBALANCE0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sturgis, South Dakota have in United States?

Sturgis, South Dakota has an estimated audience of 812,477 people in United States, concentrated in South Dakota and California.

02

What is the gender split and age of Sturgis, South Dakota fans?

26.0% of Sturgis, South Dakota fans are female, 74.0% are male, with an average age of 48.7 years.

03

Which brands do Sturgis, South Dakota fans like most?

Sturgis, South Dakota fans show strongest brand affinity for Janie and Jack (188.41×), Touring motorcycle (18.75×), and Cruiser (motorcycle) (16.58×) over the country average.

04

Where do Sturgis, South Dakota fans live in United States?

Sturgis, South Dakota fans in United States are most concentrated in South Dakota (reach ~40K), California (reach ~30K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Sturgis, South Dakota fans also like?

Beyond Sturgis, South Dakota itself, the audience over-indexes on Touring motorcycle (18.75×), Cruiser (motorcycle) (16.58×), J&P Cycles (46.02×), and Custom motorcycle (10.8×) compared to the United States average.

Appendix

Explore more audiences

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

More Department store audiences in United States

See Sturgis, South Dakota audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Sturgis, South Dakota. 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.

Scale & coverage
500,000+ ready-to-use audiences across 200+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →