Rascasse Audience Intelligence

Wilderness Audience in United States

A data profile of the people who buy, follow and care about Wilderness in United States — modelled from more than twelve digital signal sources. Wilderness has an estimated audience of 10,596,548 people in United States.

#2184among Topic in United States#299in Travel & Leisure

The average Wilderness fan in United States is 39.2 years old, balanced, and lives primarily in Wisconsin.

The audience is concentrated in Wisconsin, Illinois, California.

Top brand affinities include City Bank, Camping, Real property, with strongest over-indexing on City Bank (5.35× the country average).

Demographically, the Wilderness audience skews balanced with an average age of 39.2, and over-indexes on personality traits such as Patriotism, Sustainability.

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

The typical Wilderness fan in United States is balanced, around 39.2 years old, with strong Patriotism tendencies and a notable affinity for City Bank.

Category: Travel & Leisure · Type: Topic

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 Wilderness profile in United States.

Audience size
10.6M
in United States
Gender
47.1%♀
52.9% male
Age
39.2
average years
Country rank
#3385
Topic in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wilderness fans

47.1% are female, 52.9% are male, average age 39.2.

Fig. 02

Gender split

47.1%
Female
52.9%
Male
Demographic split for Wilderness audience in United States
MetricValue
Female47.1%
Male52.9%
Average age39.2
Estimated audience size10,596,548
Fig. 03

Age distribution

Ø 39.2
average years
Age distribution of the Wilderness audience in United States
Age bracketShare%
16-1919%
20-2920%
30-3920%
40-4921%
50+20%
Fig. 04

Worldwide distribution

39.2%

of the worldwide Wilderness audience comes from United States.

Worldwide audience distribution share by country for Wilderness
CountryShare
United States39.2%
United Kingdom5.1%
Canada4.6%
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 Wilderness audience in United States is strongest.

Fig. 05

Top regions by affinity

Wilderness fans by region: top regions in United States
#RegionReachAffinity×
01Wisconsin~1M7.70×
02Illinois~1M2.81×
03Tennessee~400K2.08×
04Minnesota~300K1.92×
05Iowa~200K1.78×
06North Dakota~40K1.72×
07Indiana~300K1.65×
08Arizona~300K1.25×
09Montana~30K1.09×
10Michigan~300K1.08×
11South Dakota~30K1.05×
12Nebraska~50K0.99×
13Alaska~20K0.98×
14Kentucky~100K0.89×
15West Virginia~40K0.87×
16Missouri~100K0.84×
17Virginia~200K0.83×
18Idaho~40K0.82×
19Vermont~10K0.79×
20Kansas~60K0.77×
21New Mexico~40K0.77×
22Alabama~100K0.76×
23Oregon~90K0.76×
24Oklahoma~90K0.75×
25Utah~70K0.75×
26Mississippi~70K0.75×
27New Hampshire~30K0.75×
28Arkansas~60K0.74×
29Louisiana~100K0.73×
30Maine~30K0.73×
31Washington~100K0.70×
32Colorado~100K0.70×
33Georgia~200K0.69×
34South Carolina~100K0.69×
35Delaware~20K0.69×
36California~800K0.68×
37Rhode Island~20K0.68×
38Texas~600K0.66×
39Connecticut~70K0.66×
40Hawaii~30K0.65×
41Maryland~100K0.64×
42Nevada~70K0.64×
43Florida~500K0.63×
44North Carolina~200K0.63×
45Washington, District of Columbia~20K0.63×
46New Jersey~200K0.61×
47Pennsylvania~200K0.60×
48Massachusetts~100K0.60×
49Ohio~200K0.59×
50New York~300K0.57×
Fig. 06

Affinity by region

Affinity by region — Wilderness, United States
0.57×1.00×7.70×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wilderness audience
#·InterestCategoryAffinity×
01City BankBusiness & Career5.35×
02Office suppliesBusiness & Career3.81×
03Winter Olympic GamesSports3.23×
04PatagoniaFashion & Accessoires3.09×
05Alpine skiingSports2.35×
06Backpacking (travel)Travel & Leisure2.29×
07Real propertyHome & Garden2.16×
08Sustainable energyHome & Garden1.99×
09Made in USABusiness & Career1.96×
10Diane KeatonMovies & TV1.86×
11New York PostNews1.86×
12Rail transportTravel & Leisure1.84×
13Renewable energyBusiness & Career1.83×
14Scooby-DooMovies & TV1.81×
15Nordstrom rackFashion & Accessoires1.80×
16InnovationBusiness & Career1.80×
17MenardsHome & Garden1.67×
18Hardware storeHome & Garden1.59×
19Dog walkingPets & Animals1.57×
20CampingTravel & Leisure1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wilderness 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 Wilderness audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.98×
SustainabilityBALANCE1.77×
TravellingTHRILL1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wilderness audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.84×
MindfulnessBALANCE0.93×
CreativityOPEN0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wilderness have in United States?

Wilderness has an estimated audience of 10,596,548 people in United States, concentrated in Wisconsin and Illinois.

02

What is the gender split and age of Wilderness fans?

47.1% of Wilderness fans are female, 52.9% are male, with an average age of 39.2 years.

03

Which brands do Wilderness fans like most?

Wilderness fans show strongest brand affinity for City Bank (5.35×), Camping (1.56×), and Real property (2.16×) over the country average.

04

Where do Wilderness fans live in United States?

Wilderness fans in United States are most concentrated in Wisconsin (reach ~1M), Illinois (reach ~1M), and California (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Wilderness fans also like?

Beyond Wilderness itself, the audience over-indexes on Camping (1.56×), Real property (2.16×), Nordstrom rack (1.8×), and Patagonia (3.09×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in United States

See Wilderness audiences in other countries

How to read this data

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