Using Bag Industry Audience Behaviour to Inform Digital Ad Targeting

Key Takeaways

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Audience Targeting Profile™

Audience Opportunities

• Followers of the competitive set are interested in adventure and outdoors through brands like Outside and Field Mag while also tapping into the technical-fashion community through publishers like HYPEBEAST and Highsnobiety. 
• Followers of the competitive set fall into the 26-35 year old demographic (46%), followed by 36-50 year olds (33%) mostly working in design and engineering.

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The following companies were included in the competitive set for this analysis:

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Followers of the competitive set fall into the 26-35 year old demographic (46%), followed by 36-50 year olds (33%).

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On average, men tend to follow and engage with the competitive set the most, representing 56% of their audience.

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The most common occupations across the audience for the competitive set are Design, Engineering and Operations.

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The competitive set’s followers can be found overwhelmingly in the United States (82%), followed by Canada (9%) and the United Kingdom (7%). 

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The top ten metros of the competitive set are all located in the United States, led by Denver (7%), San Francisco (7%) and New York (6%).

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Followers trend towards having a vested overall interest in the betterment of life and society through Education (17%), Arts & Culture (14%) and the Environment (14%).

Percentage is the average share of followers mentioning the following interests on social media.

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Affinities | Social Media

Followers tend to engage with outdoor brands like Patagonia, REI and Outside the most along with fashion and entrepreneurial accounts like HYPEBEAST and Nik Sharma.

Percentage (in blue) is the average share of followers engaging with the highlighted social accounts.

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Affinities | YouTube

On YouTube, followers of the competitive set lean toward fashion, outdoors and lifestyle & technology channels such as Vans, ospreypacks and Marques Brownlee.

Percentage (in blue) is the average share of followers engaging with the highlighted YouTube accounts.

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Affinities | Podcasts

Business and outdoor podcasts lead the interests of followers with content such as the Outside Podcast, This Week in Startups and Masters of Scale.

Percentage is the average share of followers engaging with or subscribing to the highlighted podcasts.

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Affinities | Press & Publications

Follower interests are evenly distributed through their favourite publications blending news, adventure, and popular culture.

Percentage is the average share of followers engaging with the highlighted publications.