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 183 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 | 4.79% | 4.49x |
| Montana and Idaho Trip Planners | 6.76% | 3.73x |
| Ecommerce Platform Researchers | 5.63% | 3.72x |
| Denver Trip Planners | 6.76% | 3.71x |
| Oregon Trip Planners | 6.76% | 3.68x |
| China Trip Planners | 6.20% | 3.65x |
| Rock Climbing Enthusiasts | 5.35% | 3.62x |
| North West State Fair Visitors | 7.61% | 3.61x |
| Executive and C-Suite | 3.94% | 3.54x |
| Seattle Trip Planners | 7.04% | 3.50x |
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 | 1.21% | 70.32x |
| Everlane | 0.95% | 58.14x |
| Patagonia | 4.58% | 29.25x |
| Joe's Jeans | 0.64% | 21.47x |
| Topshop | 1.04% | 20.23x |
| Intermix | 2.04% | 19.34x |
| Lorna Jane | 1.27% | 18.46x |
| Bonobos | 3.95% | 18.25x |
| Uniqlo | 4.02% | 16.26x |
| Zara | 6.21% | 15.99x |
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 Backpacking.
| Content Affinity | Composition | Index |
| Backpacking | 1.41% | 6.39x |
| Magic & Games | 1.41% | 6.37x |
| US Cycling | 2.82% | 6.29x |
| Pacific Northwest Sports & News Cluster | 2.82% | 5.92x |
| Bathrooms & Plumbing | 0.44% | 5.69x |
| South Africa News Cluster | 0.85% | 5.56x |
| Beer, Wine & Alcohol | 0.85% | 5.05x |
| Community Planning & Transportation | 0.19% | 5.01x |
| Shoes & Accessories | 0.85% | 4.90x |
| Children's Learning Tools | 1.13% | 4.62x |
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
25-34
Gender
Female
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