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Scarborough Examines NCAA Basketball Fan Demographics
The following presents Scarborough Sports Marketing data detailing NCAA basketball fan demographics, indexed to the U.S. population. For example, avid NCAA basketball fans are 33% more likely to have used their wireless/cell phones to stream video clips. For more explanation, roll your cursor over highlighted numbers. A fan is defined as someone with at least a little bit of interest in NCAA basketball, while a loyal fan is somewhat interested and an avid fan is very interested. The information was gathered from August ’06 to September ’07 (Scarborough Sports Marketing).
CURRENT LEVELS OF INTEREST IN NCAA BASKETBALLDEMOGRAPHICAVID FANLOYAL FANFANAGE18-24 % of U.S. Residents9.7% (a)23.2%36.6%% of NCAA Basketball Fans11.9% (b)12.4%12.9%Index92 (c)9610025-34 % of U.S. Residents10.2%23.8%37.1%% of NCAA Basketball Fans17.3%17.4%17.8%Index989810135-44 % of U.S. Residents10.2%24.1%37.0%% of NCAA Basketball Fans18.6%19.0%19.2%Index9810010045-54 % of U.S. Residents10.9%25.2%38.5%% of NCAA Basketball Fans19.8%19.9%20.0%Index10410410555-64 % of U.S. Residents11.0%25.5%38.1%% of NCAA Basketball Fans15.0%15.0%14.7%Index10510510465+ % of U.S. Residents10.7%23.3%33.4%% of NCAA Basketball Fans17.4%16.4%15.5%Index1029691GENDERMale % of U.S. Residents14.8%32.1%46.3%% of NCAA Basketball Fans68.6%64.4%61.1%Index141133126Female % of U.S. Residents6.4%16.8%27.8%% of NCAA Basketball Fans31.4%35.6%38.9%Index616976LEVEL OF EDUCATIONHigh school graduate
(12th grade or GED)% of U.S. Residents9.4%21.8%33.1%% of NCAA Basketball Fans32.2%32.4%32.3%Index909090College graduate
(4-year college)% of U.S. Residents12.9%29.3%44.5%% of NCAA Basketball Fans16.4%16.2%16.1%Index123121121RACE/ETHNICITYCaucasian % of U.S. Residents10.0%23.6%36.1%% of NCAA Basketball Fans79.5%80.9%81.3%Index969798African-American % of U.S. Residents14.3%29.3%41.9%% of NCAA Basketball Fans15.8%14.0%13.1%Index136121114Hispanic % of U.S. Residents5.3%14.4%25.0%% of NCAA Basketball Fans6.7%7.9%9.1%Index505968HOUSEHOLD INCOME<$25K % of U.S. Residents7.6%17.7%26.1%% of NCAA Basketball Fans10.3%10.4%10.1%Index737371$25-40K % of U.S. Residents8.4%19.4%29.8%% of NCAA Basketball Fans16.3%16.3%16.5%Index808081$40-50K % of U.S. Residents9.5%22.5%35.0%% of NCAA Basketball Fans11.1%11.5%11.7%Index909395$50-75K % of U.S. Residents11.2%25.0%38.9%% of NCAA Basketball Fans19.5%18.9%19.3%Index107103106$75-100K % of U.S. Residents12.9%28.8%43.4%% of NCAA Basketball Fans18.3%17.6%17.5%Index124119118$100-150K % of U.S. Residents12.9%30.7%45.8%% of NCAA Basketball Fans14.7%15.1%14.8%Index123127125$150K+ % of U.S. Residents12.6%30.6%45.7%% of NCAA Basketball Fans9.7%10.2%10.1%Index120126124WAYS ONLINE SERVICE USED DURING LAST MONTHBlogs (read or
contributed to)% of U.S. Residents12.2%28.9%44.5%% of NCAA Basketball Fans10.8%11.1%11.2%Index117119121Cable TV network site % of U.S. Residents14.7%34.0%49.0%% of NCAA Basketball Fans6.0%6.0%5.7%Index141140133Download podcasts % of U.S. Residents14.0%31.5%47.6%% of NCAA Basketball Fans2.8%2.7%2.7%Index134130129Download/listen to
audio clips% of U.S. Residents13.5%31.4%47.0%% of NCAA Basketball Fans7.5%7.5%7.4%Index129130128Download/watch video % of U.S. Residents12.3%28.7%45.3%% of NCAA Basketball Fans10.7%10.8%11.2%Index118119123Fantasy sports % of U.S. Residents28.8%56.9%75.8%% of NCAA Basketball Fans7.9%6.7%5.9%Index275235206Sports scores/updates % of U.S. Residents25.5%52.7%70.4%% of NCAA Basketball Fans35.3%31.4%27.6%Index244218191WIRELESS/CELL PHONE FEATURES CURRENTLY USEDStream video clips % of U.S. Residents13.9%30.7%44.4%% of NCAA Basketball Fans2.9%2.8%2.7%Index133127121NOTES: (a) = 9.7% of U.S. residents between the ages of 18-24 are avid NCAA basketball fans. (b) = 11.9% of avid NCAA basketball fans are between the ages of 18-24. (c) = Avid NCAA basketball fans are 8% less likely than the U.S. population to be between the ages of 18-24.
