суббота, 15 сентября 2012 г.

Scarborough Sports Marketing Releases Study: Gymnastics, Figure Skating, Men's Golf, High School Sports and Pro Boxing Rank High in Fan Interest. - Travel & Leisure Close-Up

American consumers have typically shown unwavering support for the National Football League, Major League Baseball, the National Basketball Association, the National Hockey League, College Football and Basketball, NASCAR and the Olympics.

In fact, the latest study from Scarborough Sports Marketing shows over half (53 percent) of American adults are 'Avid Fans' of one of these sports. But Scarborough Sports Marketing said that when these sports are eliminated fan favorites include sports like Figure Skating, Gymnastics, Men's Golf, High School Sports and Pro Boxing.

Scarborough Sports Marketing defines 'Avid Fans' as consumers who are 'very interested' and 'Fans' as respondents who are 'very, somewhat or a little interested' in a given sport.

Scarborough Sports Marketing further noted that American sports fans have been opening their minds and wallets to a host of diverse sports. Avid Fans of these sports are often characterized by distinct audience demographics. For instance, 73 percent of Avid Gymnastics Fans are female and 81 percent of Avid Figure Skating Fans are female. This is a unique demographic makeup since Avid Fans of sports like the Olympics, Women's Tennis and the WNBA classically 'female friendly' sports are only about 50 percent female. This notable demographic base helps explain findings such as: Gymnastics Fans are 53 percent more likely than all American adults to schedule a spa day, 30 percent more likely to visit a jewelry store and 33 percent more likely to visit a bridal store. Similarly, Figure Skating Fans are 28 percent more likely to visit a florist and 27 percent more likely to visit a dry cleaner.

Another demographically interesting sport is Pro Boxing. Though European Soccer, Major League Soccer and Mexican Soccer are all leagues with large Hispanic fan bases, Pro Boxing is the non-soccer sports league with the highest percentage of Hispanics among its Avid Fans 35 percent. Avid Pro Boxing Fans are also 58 percent more likely than all American adults to use their smartphones to listen to or download music, 67 percent more likely to check sports scores and updates, and a staggering 110 percent more likely to watch free TV programs.

Interviews were conducted between March and August 2011 and therefore may be influenced by seasonality.

Scarborough Sports Marketing measures local and national consumer and lifestyle information by interviewing over 210,000 adults in 77 markets, including all professional sports markets.

More Information:

http://www.scarboroughsportsmarketing.com

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