Rascasse Audience Intelligence

Joules Target Market in United States

Joules has an estimated audience of 1.4M people in United States.

#2057among brands in United States#817in Fashion & Accessoires

The average Joules fan in United States is 36.7 years old, more female, and lives primarily in Washington.

Most fans live in Washington, California, Texas.

Top affinities include Parent, Garden, Wildlife, with strongest over-indexing on Parent (3.92× the country average).

Demographically, the Joules audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Individualism, Spirituality.

The typical Joules fan in United States is more female, around 36.7 years old, with strong Individualism tendencies and a notable affinity for Parent.

Category: Fashion & Accessoires · Type: Brand

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.4M
in United States
Gender
73.4%♀
26.6% male
Age
36.7
average years
Country rank
#18734
among all objects in United States
Fig. 01

Search interest · 12-month trend

+1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Joules

73.4% are female, 26.6% are male, average age 36.7.

Fig. 02

Gender split

73.4%
Female
26.6%
Male
Demographic split for Joules audience in United States
MetricValue
Female73.4%
Male26.6%
Average age36.7
Estimated audience size1.4M
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Joules audience in United States
Age bracketShare%
16-2427%
25-3422%
35-4419%
45-5417%
55+15%
Fig. 04

Worldwide distribution

17.9%

of the worldwide Joules audience comes from United States.

Worldwide audience distribution share by country for Joules
CountryShare
United Kingdom37.0%
United States17.9%
Japan5.2%
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

Joules customers by region in United States
#RegionReachAffinity×
01Washington~200K7.17×
02Maine~7K1.23×
03Oregon~20K1.18×
04Massachusetts~30K1.17×
05Virginia~40K1.10×
06Georgia~50K1.09×
07Connecticut~20K1.09×
08Vermont~3K1.09×
09New Hampshire~6K1.05×
10Texas~100K1.03×
11Idaho~7K0.98×
12California~200K0.96×
13Colorado~20K0.96×
14Alaska~3K0.96×
15Utah~10K0.94×
16Pennsylvania~50K0.93×
17New Jersey~40K0.93×
18Washington, District of Columbia~3K0.93×
19Oklahoma~20K0.92×
20Alabama~20K0.91×
21Kentucky~20K0.91×
22Maryland~20K0.90×
23Iowa~10K0.90×
24Montana~4K0.90×
25Rhode Island~4K0.90×
26Louisiana~20K0.88×
27Kansas~10K0.88×
28Hawaii~5K0.88×
29South Dakota~3K0.88×
30Minnesota~20K0.87×
31North Carolina~40K0.86×
32Wisconsin~20K0.86×
33New Mexico~8K0.86×
34Tennessee~30K0.85×
35Arkansas~10K0.85×
36Delaware~3K0.85×
37New York~70K0.84×
38Ohio~40K0.84×
39Nebraska~7K0.84×
40Michigan~30K0.83×
41Arizona~30K0.83×
42South Carolina~20K0.83×
43West Virginia~6K0.82×
44North Dakota~3K0.82×
45Indiana~20K0.81×
46Missouri~20K0.81×
47Illinois~40K0.80×
48Mississippi~9K0.76×
49Florida~60K0.71×
50Nevada~9K0.66×
Fig. 06

Affinity by region

Affinity by region — Joules, United States
0.66×1.00×7.17×
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 Joules audience vs. the country average
#·InterestCategoryAffinity×
01ParentKids & Family3.92×
02GardenHome & Garden3.68×
03WildlifeTravel & Leisure3.67×
04AdventureTravel & Leisure3.61×
05Hobby LobbyHome & Garden3.46×
06CelebrityMovies & TV3.35×
07SportsSports2.90×
08Outdoor recreationSports2.90×
09Arts and musicArts & Culture2.85×
10EntertainmentMovies & TV2.84×
11PetsPets & Animals2.75×
12MoviesMovies & TV2.64×
13MusicBusiness & Career2.62×
14Food and drinkFood & Beverages2.61×
15FoodFood & Beverages2.60×
16Live eventsMusic & Radio2.59×
17ReadingLiterature2.58×
18Consumer electronicsTechnology & Electronics2.55×
19GamesGames2.22×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Joules audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Joules audience vs. the country average · What stands out
TraitClusterDeviationScore
IndividualismJOY1.71×
SpiritualityBALANCE1.62×
Community OrientationOPEN1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Joules audience vs. the country average · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.02×
Social Media UsageJOY0.12×
Risk AppetiteTHRILL0.35×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fashion & Accessoires 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 Joules 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/joules-215699” · Methodology