SBD/22/The Back Of The Book

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  • USDATA/SCARBOROUGH RESEARCH BREAKS DOWN MLB, NFL FAN HABITS

              A ongoing mail survey through '96 by NY-based USADATA
         and Scarborough Research examined habits of MLB and NFL
         fans.  The 26-page national study, tailored for specific
         geographical locations, consists of research gathered from
         over 165 million consumers (USADATA/Scarborough Research).  
              
    
    DEMO EDUCATION
    WATCH MLB WATCH NFL NAT'L AVG
    H.S. Graduate
    36.40%
    37.40%
    37.80%
    College Grad
    12.60%
    12.10%
    11.30%
    Post Grad Degree
    7.70%
    7.20%
    6.80%
    HOUSEHOLD INCOME
    HHI < $35K
    38.20%
    39.30%
    43.30%
    HHI $35-50K
    24.10%
    24.20%
    23.20%
    HHI $50-75K
    19.10%
    18.90%
    17.50%
    HHI $75-100K
    10.00%
    9.60%
    8.80%
    HHI $100K+
    8.60%
    8.00%
    7.30%
    BEER CONSUMPTION
    Drank Regular Beer past month
    37.40%
    33.80%
    28.80%
    Drank Light Beer past month
    39.70%
    36.80%
    31.20%
    Drank Imported Beer past month
    22.90%
    20.70%
    18.00%
    TOBACCO USAGE
    Smoke Cigars
    3.70%
    3.20%
    2.50%
    Smoke Cigarettes
    22.10%
    23.60%
    22.90%
    Smoke Pipe
    1.20%
    1.10%
    0.90%
    Use Smokeless Tobacco
    3.20%
    2.80%
    2.20%
    FAST FOOD
    Ate Fast Food past month
    92.60%
    92.70%
    91.10%
    Ate Fast Food 10+ times past mth
    26.30%
    25.20%
    22.50%
    HEALTH CLUB MEMBER
    Yes
    15.10%
    15.80%
    14.70%

    Print | Tags: MLB, NFL, The Back of the Book
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