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%	9%	18%
	(% of MLS fans)	24%	20%	17%
	(Index)	187	153	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