AUDIENCEPROFILE

Demographics

MALE62% || 1.25x

MALE // 55-6927% || 1.19x

GENDER AGE

$200$200K+ || 1.26x

ASIAN 8% || 1.58x

INCOME ETHNICITY Patagonia’s audience is 62% male and over-indexes most for age group 55-69. They are 26% more likely to make over $200K than the average U.S. adult and are 58% more likely to be Asian.

Geographically, they over-index greatest in cities where mountain sports or hiking are popular like Boulder, Colorado and Honolulu, Hawaii. Denver and Seattle are the 2 cities with highest affinity of this group among larger markets.

Top Interests CategoriesRANK

Science, sports and transportation are the most popular categories among Patagonia’s audience, which has 98%, 33% and 21% more interest in these categories respectively than the average American consumer.

Low interest in apparel and fashion relative to these categories supports that while Patagonia is a clothing brand, their audience seems passionate about rugged outdoor athletic wear particularly, not clothing and fashion in general.

CATEGORY AFFINITY

1 Science 1.98x

2 Sports 1.33x

3 Transportation 1.21x

4 Health 1.15x

5 Jobs & Education 1.14x

6 Business & Services 1.09x

7 Apparel & Fashion 1.09x

8 Home & Garden 1.09x

9 Travel 1.09x

10 Finance 1.08x

Science1.98 Sports

1.33x Transportation1.21x

Outdoor SportsMagazines

1 / 10Outdoor Sports

Related10 / 10

Top InterestsRANK

The top interests for this audience are overwhelmingly related to outdoor sports and lifestyles. The affinities are very high, with 5 other brands all over 25 times more interesting to this audience than to the average American.

This shows that while Patagonia is unique and differentiated, their audience are general outdoor enthusiasts that often also engage with competitor brands.

CATEGORY AFFINITY

1 Patagonia 49.05x

2 Black Diamond 33.20x

3 Mountain Hardwear 31.03x

4 Osprey Packs 30.96x

5 Outdoor Research 30.93x

6 Marmot 27.25x

7 Columbia Sportswear 16.95x

8 Backcountry.com 16.68x

9 The North Face 14.57x

10 Outside Magazine 12.62x

Outdoor SportsApparel / Gear

9 / 10

Wearables / Navigation

3 / 10 Suunto16.98x

Top ElectronicsRANK

Among electronics, outdoor accessories continues to be the theme, with outdoor audio, navigation and monitoring the majority of top 10 brands.

Suunto, a rugged tracking watch brand, has the highest affinity by far of the top 10 products. Patagonia’s audience is 16.98 times more likely than the average U.S. adult to be interested in Suunto.

CATEGORY AFFINITY

1 Suunto 16.98x

2 Outdoor Tech 7.53x

3 Libratone 7.23x

4 Garmin 6.96x

5 CONTOUR 6.55x

6 Polar 6.30x

7 Wahoo Fitness 6.24x

8 EOTech 5.29x

9 MartinLogan 5.24x

10 BOOM 4.69x

Portable / CarAudio4 / 10

Top MediaRANK

Patagonia’s audience media interests are a good mix of outdoor sports and business. Outside Magazine stands out as a major favorite with Patagonia’s audience 12.62 times more likely to be interested than the average U.S. adult.

CATEGORY AFFINITY

1 Outside Magazine 12.62x

2 Runner’s World 3.36x

3 Fast Company 3.18x

4 Harvard Business Review 2.83x

5 Inc. Magazine 2.61x

6 Bon Appetit Magazine 2.47x

7 The Economist 2.24x

8 Men’s Health 2.19x

9 Gawker 2.17x

10 Wired 2.16x

Sports / Heath3 / 10

OutsideMagazine

12.62x

Business / Finance5 / 10

Top InfluencersRANK CATEGORY AFFINITY

1 Jimmy Chin 14.27x

2 Alex Honnold 12.57x

3 Kara Goucher 4.10x

4 Sheryl Sandberg 4.02x

5 Phish 3.24x

6 Bob Weir 2.82x

7 Madeline K. Albright 2.61x

8 Al Gore 2.44x

9 The Black Keys 2.43x

10 Senator Ron Wyden 2.26x

Patagonia’s audience continues to exhibit their passion for the outdoors even when looking at top influencers, with 3 outdoor athletes all ranking at the top.

There also seems to be synergy with this audience and jam band rock music and political figures, with 3 of each type also in Patagonia’s audience’s top 10.

Rock Bands /Stars3 / 10

PoliticalFigures3 / 10

OutdoorAthletes

3 / 10