Wilderness Audience in United States

Wilderness has an estimated audience of 10,596,548 people in United States. 47.1% are female, 52.9% are male, average age 39.2. Top regions: Wisconsin, Illinois, California. Top brand affinities: Finnair, Capital One, Google Maps, CarGurus, Diane Keaton.

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 Finnair, Capital One, Google Maps, with strongest over-indexing on Finnair (675× the country average). Demographically, the Wilderness audience skews balanced with an average age of 39.2, and over-indexes on personality traits such as Sustainability, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: Topic

Demographics of Wilderness fans

Demographic split for Wilderness audience in United States
MetricValue
Female47.1%
Male52.9%
Average age39.2
Estimated audience size10,596,548

Audience persona

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

Top regions in United States

Top regions ranked by reach for Wilderness in United States
RegionReachAffinity
Wisconsin1,314,6478.25×
Illinois1,174,0513.33×
California687,5960.59×
Texas520,0470.57×
Tennessee440,8372.07×
Florida428,9640.6×
Indiana371,6891.92×
Minnesota342,5872.26×
Michigan328,8921.19×
New York321,1860.54×
Arizona253,5021.17×
Georgia205,6870.63×
Virginia192,4850.75×
North Carolina189,1620.59×
Pennsylvania184,9880.52×
Ohio178,8670.55×
Iowa175,9112.01×
New Jersey151,7040.56×
Missouri148,1660.87×
Washington133,4480.63×
Massachusetts114,2350.55×
Kentucky108,4460.82×
Colorado107,0100.64×
Alabama102,6300.69×
Maryland99,9410.55×
South Carolina94,0080.59×
Louisiana81,8210.6×
Oregon81,2800.67×
Oklahoma70,6890.6×
Utah61,0540.64×
Connecticut59,4660.56×
Kansas57,8950.69×
Nevada56,6110.55×
Nebraska56,0791.06×
Mississippi51,9950.6×
Arkansas50,8300.58×
North Dakota44,8952.06×
Idaho35,3260.66×
West Virginia35,2010.71×
New Mexico29,1180.55×
New Hampshire27,0810.65×
South Dakota26,9871.1×
Montana26,4040.9×
Maine21,5640.57×
Alaska18,9980.84×
Hawaii18,5360.41×
Rhode Island16,2900.48×
Washington, District of Columbia15,4300.48×
Delaware12,7970.44×
Vermont10,5410.57×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Wilderness audience
BrandAffinityCategory
Finnair675×Travel & Leisure
Capital One14.4×Business & Career
Google Maps10.2×Internet & Social Media
CarGurus14.53×Cars & Mobility
Diane Keaton13.47×Movies & TV
AccuWeather12.68×Home & Garden
Aaron Rodgers12.64×Sports
Indeed.com7.66×Business & Career
Bruce Willis13.3×Movies & TV
Clint Eastwood15.45×Movies & TV
DeviantArt11.68×Internet & Social Media
Google News9.24×News
Beetlejuice7.54×Movies & TV
StockTwits37.05×Business & Career
Circle K10.75×Shopping
Billy Bob Thornton13.33×Movies & TV
Stephen Hawking18.78×Business & Career
Demi Moore13.68×Movies & TV
Google Earth14.03×Internet & Social Media
Matthew McConaughey12.7×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by Wilderness audience
TraitClusterScore
SustainabilityBALANCE1.88
PatriotismCONSERVATISM1.41
Sports ActivityPOWER1.4
Design AffinityPREMIUM1.39
Risk AppetiteTHRILL1.34
Pet OwnershipJOY1.32

Worldwide distribution

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

See Wilderness audiences in other countries

More Travel & Leisure audiences in United States

Frequently asked questions

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.

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.

Which brands do Wilderness fans like most?

Wilderness fans show strongest brand affinity for Finnair (675×), Capital One (14.4×), and Google Maps (10.2×) over the country average.

Where do Wilderness fans live in United States?

Wilderness fans in United States are most concentrated in Wisconsin (reach 1,314,647), Illinois (reach 1,174,051), and California (reach 687,596). These three regions account for the largest share of the active audience.

What other brands do Wilderness fans also like?

Beyond Wilderness itself, the audience over-indexes on Capital One (14.4×), Google Maps (10.2×), CarGurus (14.53×), and Diane Keaton (13.47×) 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 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.