Rascasse Audience Intelligence

O'Neill (brand) Target Market in United States

O'Neill (brand) has an estimated audience of 1.5M people in United States.

#22among Sportswear in United States
#1977among brands in United States#795in Fashion & Accessoires

The average O'Neill (brand) fan in United States is 35.2 years old, balanced, and lives primarily in California.

By number of fans, O'Neill (brand) ranks #22 among the 101 objects in Sportswear in United States — 46.1× the group median.

Women make up 45.0% of the fan base, 5.0 percentage points fewer than the group average.

Compared with the other 100 objects in Sportswear, O'Neill (brand) fans stand out for their interest in Billabong, roxy and Surfline.

Most fans live in California, Florida, New York.

Top affinities include Billabong, Rip Curl, roxy, with strongest over-indexing on Billabong (23.96× the country average).

Demographically, the O'Neill (brand) audience skews balanced with an average age of 35.2, and over-indexes on personality traits such as Sports Activity, Risk Appetite.

The typical O'Neill (brand) fan in United States is balanced, around 35.2 years old, with strong Sports Activity tendencies and a notable affinity for Billabong.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.5M
in United States
Gender
45.0%♀
55.0% male
Age
35.2
average years
Country rank
#17726
among all objects in United States
Fig. 01

Search interest · 12-month trend

-20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of O'Neill (brand)

45.0% are female, 55.0% are male, average age 35.2.

Fig. 02

Gender split

45.0%
Female
55.0%
Male
Demographic split for O'Neill (brand) audience in United States
MetricValue
Female45.0%
Male55.0%
Average age35.2
Estimated audience size1.5M
Fig. 03

Age distribution

Ø 35.2
average years
Age distribution of the O'Neill (brand) audience in United States
Age bracketShare%
16-2431%
25-3423%
35-4418%
45-5416%
55+12%
Fig. 04

Worldwide distribution

28.7%

of the worldwide O'Neill (brand) audience comes from United States.

Worldwide audience distribution share by country for O'Neill (brand)
CountryShare
United States28.7%
United Kingdom7.2%
France6.2%
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

Fig. 05

Top regions by affinity

O'Neill (brand) customers by region in United States
#RegionReachAffinity×
01Hawaii~30K4.76×
02Nebraska~40K4.43×
03New Hampshire~10K2.05×
04California~300K1.84×
05Massachusetts~50K1.49×
06Vermont~4K1.35×
07Delaware~6K1.30×
08Rhode Island~6K1.28×
09Idaho~10K1.26×
10Florida~100K1.20×
11Montana~5K1.14×
12South Dakota~4K1.13×
13Utah~20K1.08×
14Maine~7K1.08×
15New Jersey~40K1.06×
16Virginia~40K1.03×
17Oregon~20K1.02×
18Colorado~20K0.96×
19Connecticut~20K0.95×
20Nevada~10K0.94×
21Washington~30K0.91×
22Wyoming~2K0.90×
23Pennsylvania~50K0.89×
24Alaska~3K0.89×
25Kentucky~20K0.88×
26Maryland~20K0.85×
27North Carolina~40K0.83×
28North Dakota~3K0.80×
29South Carolina~20K0.79×
30Arizona~30K0.77×
31New York~70K0.73×
32Kansas~9K0.72×
33West Virginia~6K0.72×
34New Mexico~6K0.67×
35Wisconsin~20K0.66×
36Iowa~9K0.66×
37Minnesota~20K0.65×
38Ohio~30K0.60×
39Michigan~30K0.58×
40Indiana~20K0.58×
41Mississippi~7K0.55×
42Arkansas~7K0.54×
43Oklahoma~9K0.53×
44Tennessee~20K0.52×
45Missouri~10K0.52×
46Illinois~30K0.50×
47Alabama~10K0.49×
48Louisiana~10K0.48×
49Georgia~20K0.45×
50Texas~40K0.43×
Fig. 06

Affinity by region

Affinity by region — O'Neill (brand), United States
0.43×1.00×4.76×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the O'Neill (brand) audience vs. the country average
#·InterestCategoryAffinity×
01BillabongFashion & Accessoires23.96×
02Rip CurlFashion & Accessoires22.87×
03roxyFashion & Accessoires22.74×
04SurflineSports17.06×
05RVCAFashion & Accessoires15.46×
06VolcomFashion & Accessoires14.35×
07West MarineShopping11.34×
08Barber chairBeauty & Wellness11.14×
09Surf cultureSports10.95×
10SurfboardSports10.01×
11Hair tutorialsBeauty & Wellness7.89×
12WakeboardingSports6.49×
13Standup paddleboardingSports5.85×
14SnowboardSports4.36×
15WaterfowlPets & Animals4.10×
16REIFashion & Accessoires3.11×
17Online shoppingShopping1.75×
18ShoesFashion & Accessoires1.69×
19Outdoor recreationSports1.52×
20BeautyBeauty & Wellness1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the O'Neill (brand) audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the O'Neill (brand) audience vs. the country average · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.94×
Risk AppetiteTHRILL1.61×
SustainabilityBALANCE1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the O'Neill (brand) audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.81×
Family OrientationCONSERVATISM0.82×
SpiritualityBALANCE0.91×
0×1.00× baseline2×
Appendix

Explore more audiences

More Sportswear audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in O'Neill (brand) over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/oneill-brand-13419” · Methodology