SBD/Issue 100/The Back of the Book

Scarborough Research Data Examines NBA Fan Demographics

The following presents Scarborough Research detailing NBA fan demographics, indexed to the U.S. population. For example, avid NBA fans are 31% more likely to be male and 30% less likely to be female than the average population. A fan is defined as someone with at least a little bit of interest in the NBA, while a loyal fan is somewhat interested, and an avid fan is someone who is very interested in the league. The information was gathered from February ’05–March ’06 (Scarborough Research).

NBA FAN DEMOGRAPHICS
DEMOGRAPHIC
CELL
BASE
AVID FAN
LOYAL FAN
FAN
AGE
18-24
Horz %
100
26.7%
43.5%
 
Vert %
13.0
18.0%
14.8%
 
Index
100
138
123
25-34
Horz %
100
9.2%
22.3%
40.3%
 
Vert %
17.8
18.7%
18.3%
18.7%
 
Index
100
105
103
105
35-44
Horz %
100
8.7%
22.3%
40.0%
 
Vert %
19.6
19.4%
20.2%
20.5%
 
Index
100
99
103
104
45-54
Horz %
100
8.0%
21.0%
38.4%
 
Vert %
19.0
17.4%
18.4%
19.1%
 
Index
100
92
97
100
55-64
Horz %
100
7.3%
19.6%
36.1%
 
Vert %
13.7
11.4%
12.4%
12.9%
 
Index
100
84
91
94
65+
Horz %
100
7.8%
18.8%
32.0%
 
Vert %
16.9
15.0%
14.7%
14.1%
 
Index
100
89
87
83
SEX
Men
Horz %
100
11.5%
26.4%
45.3%
 
Vert %
48.5
63.7%
59.2%
57.4%
 
Index
100
131
122
118
Women
Horz %
100
6.2%
17.1%
31.7%
 
Vert %
51.5
36.3%
40.8%
42.6%
 
Index
100
70
79
83
RACE
White
Horz %
100
6.8%
19.0%
36.0%
 
Vert %
83.4
64.8%
73.1%
78.4%
 
Index
100
78
88
94
Black/African-American
Horz %
100
21.7%
38.8%
52.6%
 
Vert %
11.5
28.3%
20.5%
15.7%
 
Index
100
248
179
137
Spanish/Hispanic origin
Horz %
100
10.7%
24.2%
37.8%
 
Vert %
12.9
15.7%
14.4%
12.7%
 
Index
100
122
112
99
Asian
Horz %
100
12.3%
29.4%
46.4%
 
Vert %
2.4
3.3%
3.2%
2.9%
 
Index
100
141
136
121
Other
Horz %
100
10.9%
24.4%
40.6%
 
Vert %
2.8
3.5%
3.2%
3.0%
 
Index
100
125
113
106
HOUSEHOLD INCOME
<$25K
Horz %
100
8.5%
19.3%
31.2%
 
Vert %
15.4
15.0%
13.8%
12.6%
 
Index
100
97
89
82
$25K-$40K
Horz %
100
9.4%
21.3%
34.9%
 
Vert %
21.3
22.9%
21.0%
19.5%
 
Index
100
107
98
91
$40K-$50K
Horz %
100
9.4%
22.3%
38.7%
 
Vert %
13.0
13.9%
13.4%
13.1%
 
Index
100
107
103
101
$50K-$75K
Horz %
100
8.3%
21.7%
39.9%
 
Vert %
18.9
17.9%
18.9%
19.7%
 
Index
100
95
100
104
$75K-$100K
Horz %
100
7.9%
21.5%
41.3%
 
Vert %
14.4
12.9%
14.3%
15.5%
 
Index
100
90
99
108
$100K-$150K
Horz %
100
8.6%
23.7%
43.9%
 
Vert %
10.3
10.2%
11.3%
11.9%
 
Index
100
98
110
115
$150K+
Horz %
100
9.5%
23.7%
45.0%
 
Vert %
6.7
7.2%
7.3%
7.8%
 
Index
100
108
109
117
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