Explore the REI Audience
Below you'll find more information about the REI audience, broken down in different categories based on their digital and physical behaviors. These are 36.6 thousand unique devices whose actions qualify for the REI audience.
INTERESTS
The REI audience exhibits a variety of interests and behaviors.
As seen below, the leading interest for the REI audience is Social Distancing Content Readers.
| Interest | Composition | Index |
| Social Distancing Content Readers | 5.11% | 4.92x |
| Telluride Trip Planners | 9.12% | 4.61x |
| Western Canada Skiers and Snowboarders | 6.93% | 4.46x |
| Elite Cycling Gear Shoppers | 7.30% | 4.22x |
| Rock Climbing Enthusiasts | 7.30% | 4.16x |
| Post COVID-19 Restaurant Reopening Researchers | 3.65% | 4.12x |
| Denver Trip Planners | 8.03% | 4.02x |
| Caribbean Destination Reopening Researchers | 4.38% | 3.97x |
| Boston Bruins Fans | 6.93% | 3.92x |
| Denver Nuggets Fans | 7.30% | 3.72x |
Composition Percentage:
The overlap percentage between the REI audience and the Interest attribute.
Index: A comparison of the REI audience to the internet population.
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APPAREL RETAILERS
The REI audience visits and shops at a variety of apparel retail locations.
As seen below, the apparel retail location most frequented by the REI audience is Patagonia.
| Location | Composition | Index |
| Patagonia | 1.56% | 24.70x |
| Bonobos | 1.54% | 23.82x |
| Lorna Jane | 0.51% | 20.80x |
| Madewell | 2.84% | 18.60x |
| Anthropologie | 4.74% | 16.34x |
| Zara | 1.61% | 15.60x |
| Ann Taylor | 1.71% | 14.70x |
| The North Face | 1.78% | 14.64x |
| Uniqlo | 0.67% | 14.52x |
| Calvin Klein | 0.22% | 14.45x |
Composition Percentage:
The overlap percentage between the REI audience and the Location attribute.
Index: A comparison of the REI audience to the internet population.
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CONTENT AFFINITIES
Content Affinities are Dstillery's proprietary way of categorizing the internet.
As seen below, the most visited Content Affinity for the REI audience is Legal Information Research Cluster.
| Content Affinity | Composition | Index |
| Legal Information Research Cluster | 1.46% | 6.79x |
| US Cycling | 3.28% | 6.28x |
| Photography | 2.19% | 6.10x |
| Pet Supplies | 1.00% | 5.91x |
| Pacific Northwest Sports & News Cluster | 2.19% | 5.77x |
| Bathrooms & Plumbing | 0.44% | 5.69x |
| Data Analysis & Scripting | 1.09% | 4.51x |
| Backpacking | 1.46% | 4.38x |
| Space & National Security | 1.09% | 4.05x |
| Wine, Liquor & Mixology | 2.55% | 4.03x |
Composition Percentage:
The overlap percentage between the REI audience and the Content Affinity attribute.
Index: A comparison of the REI audience to the internet population.
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DEMOGRAPHICS
The REI audience resonates most for the following age bracket and gender.
Age
45-54
Gender
Male
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