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 240.5 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 Western Canada Skiers and Snowboarders.
| Interest | Composition | Index |
| Western Canada Skiers and Snowboarders | 5.52% | 3.92x |
| Rock Climbing Enthusiasts | 5.87% | 2.93x |
| Washington Skiers and Snowboarders | 6.15% | 2.74x |
| Fitness Activity Tracker Users | 3.63% | 2.65x |
| E-cycling Enthusiasts | 5.80% | 2.65x |
| Seattle Trip Planners | 7.06% | 2.65x |
| Oregon Trip Planners | 5.80% | 2.58x |
| Elite Cycling Gear Shoppers | 4.75% | 2.54x |
| Ski and Snowboard Enthusiasts | 4.54% | 2.53x |
| United Arab Emirates Trip Planners | 4.47% | 2.47x |
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 Supreme.
| Location | Composition | Index |
| Supreme | 1.30% | 61.89x |
| Everlane | 1.06% | 48.17x |
| Patagonia | 4.72% | 24.75x |
| Joe's Jeans | 0.84% | 20.38x |
| Topshop | 1.32% | 18.59x |
| Intermix | 2.40% | 17.67x |
| Lorna Jane | 1.52% | 16.76x |
| Bonobos | 4.38% | 16.37x |
| Calvin Klein | 1.27% | 15.49x |
| Uniqlo | 4.59% | 15.16x |
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 Winter Sports & Gear.
| Content Affinity | Composition | Index |
| Winter Sports & Gear | 1.12% | 10.51x |
| Pac 12 Sports | 0.42% | 7.85x |
| Backpacking | 1.54% | 5.30x |
| Colorado Snow | 0.70% | 5.13x |
| Community Planning & Transportation | 0.19% | 5.01x |
| Pacific Northwest Sports & News Cluster | 2.17% | 4.57x |
| Design Software | 0.70% | 4.38x |
| Real Estate Cluster | 0.21% | 4.31x |
| Canadian Lifestyle | 0.21% | 4.09x |
| New England & Ivy League Sports | 0.63% | 4.08x |
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
35-44
Gender
Male
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