SBD/Issue 135/MLS Season Preview

Scarborough Research Examines MLS Fan Demos

The following presents Scarborough Research detailing MLS fan demographics, indexed to the U.S. population. For example, avid MLS fans are 35% more likely to be African-American than the average population and 5% less likely to be white. For more explanation, roll your cursor over highlighted numbers. A fan is defined as someone with at least a little bit of interest in MLS, while a loyal fan is somewhat interested and an avid fan is very interested. The information was gathered from August ’05–September ’06 (Scarborough Research).

MLS FAN DEMOGRAPHICS
DEMOGRAPHIC
AVID FAN
LOYAL FAN
FAN
AGE
18-24
(% of U.S. residents)
4%
18%
 
(% of MLS fans)
24%
17%
 
(Index)
187
130
25-34
3%
8%
18%
 
25%
24%
23%
 
139
136
129
35-44
3%
7%
16%
 
21%
22%
22%
 
107
115
115
45-54
2%
5%
13%
 
16%
16%
17%
 
82
86
92
55-64
1%
4%
11%
 
7%
9%
11%
 
50
64
77
65+
1%
3%
8%
 
8%
9%
10%
 
45
50
58
GENDER
Men
3%
7%
17%
 
62%
59%
59%
 
129
121
122
Women
2%
5%
11%
 
38%
41%
41%
 
73
80
79
RACE
White
2%
6%
14%
 
79%
81%
83%
 
95
98
99
Black/African American
3%
7%
14%
 
16%
13%
11%
 
135
110
99
Spanish/Hispanic origin
7%
15%
25%
 
38%
32%
23%
 
285
242
177
Asian
3%
8%
19%
 
3%
3%
3%
 
129
131
132
Other
2%
6%
15%
 
3%
3%
3%
 
95
101
102
HOUSEHOLD INCOME
<$25K
2%
6%
11%
 
13%
14%
12%
 
88
91
79
$25K-$40K
3%
6%
13%
 
24%
21%
19%
 
114
99
92
$40K-$50K
3%
6%
14%
 
14%
13%
12%
 
108
102
98
$50K-$75K
2%
5%
14%
 
17%
17%
18%
 
90
89
96
$75K-$100K
2%
7%
16%
 
14%
16%
17%
 
97
106
114
$100K-$150K
2%
7%
17%
 
11%
12%
13%
 
104
111
118
$150K+
2%
7%
18%
 
7%
8%
9%
 
97
117
125


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