SBD/22/The Back Of The Book

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%
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MLB, NFL, The Back of the Book

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