REI brand profile U.S. 2023

How high is the brand awareness of REI in the United States?
When it comes to sports and outdoor online shop users, brand awareness of REI is at 46 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is REI in the United States?
In total, 14 percent of U.S. sports and outdoor online shop users say they like REI. However, in actuality, among the 46 percent of U.S. respondents who know REI, 30 percent of people like the brand.

What is the usage share of REI in the United States?
All in all, 10 percent of sports and outdoor online shop users in the United States use REI. That means, of the 46 percent who know the brand, 22 percent use them.

How loyal are the customers of REI?
Around 8 percent of sports and outdoor online shop users in the United States say they are likely to use REI again. Set in relation to the 10 percent usage share of the brand, this means that 80 percent of their customers show loyalty to the brand.

What's the buzz around REI in the United States?
In August and September 2023, about 9 percent of U.S. sports and outdoor online shop users had heard about REI in the media, on social media, or in advertising over the past three months. Of the 46 percent who know the brand, that's 20 percent, meaning at the time of the survey there's little buzz around REI in the United States.

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REI brand awareness, usage, popularity, loyalty, and buzz among sports and outdoor online shop users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

977 respondents

Age group

18-64 years

Special properties

respondents who use sports & outdoor online shops

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to sports & outdoor online shops, which of the following brands do you like?
Brand usage: When it comes to sports & outdoor online shops, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to sports & outdoor online shops, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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