SBD/Issue 121/The Back of the Book

Print All
  • 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 BASKETBALL
    DEMOGRAPHIC
     
    AVID FAN
    LOYAL FAN
    FAN
    AGE
    18-24
    % of U.S. Residents
    9.7% (a)
    23.2%
    36.6%
     
    % of NCAA Basketball Fans
    11.9% (b)
    12.4%
    12.9%
     
    Index
    92 (c)
    96
    100
    25-34
    % of U.S. Residents
    10.2%
    23.8%
    37.1%
     
    % of NCAA Basketball Fans
    17.3%
    17.4%
    17.8%
     
    Index
    98
    98
    101
    35-44
    % of U.S. Residents
    10.2%
    24.1%
    37.0%
     
    % of NCAA Basketball Fans
    18.6%
    19.0%
    19.2%
     
    Index
    98
    100
    100
    45-54
    % of U.S. Residents
    10.9%
    25.2%
    38.5%
     
    % of NCAA Basketball Fans
    19.8%
    19.9%
    20.0%
     
    Index
    104
    104
    105
    55-64
    % of U.S. Residents
    11.0%
    25.5%
    38.1%
     
    % of NCAA Basketball Fans
    15.0%
    15.0%
    14.7%
     
    Index
    105
    105
    104
    65+
    % of U.S. Residents
    10.7%
    23.3%
    33.4%
     
    % of NCAA Basketball Fans
    17.4%
    16.4%
    15.5%
     
    Index
    102
    96
    91
    GENDER
    Male
    % of U.S. Residents
    14.8%
    32.1%
    46.3%
     
    % of NCAA Basketball Fans
    68.6%
    64.4%
    61.1%
     
    Index
    141
    133
    126
    Female
    % of U.S. Residents
    6.4%
    16.8%
    27.8%
     
    % of NCAA Basketball Fans
    31.4%
    35.6%
    38.9%
     
    Index
    61
    69
    76
    LEVEL OF EDUCATION
    High school graduate
    (12th grade or GED)
    % of U.S. Residents
    9.4%
    21.8%
    33.1%
     
    % of NCAA Basketball Fans
    32.2%
    32.4%
    32.3%
     
    Index
    90
    90
    90
    College graduate
    (4-year college)
    % of U.S. Residents
    12.9%
    29.3%
    44.5%
     
    % of NCAA Basketball Fans
    16.4%
    16.2%
    16.1%
     
    Index
    123
    121
    121
    RACE/ETHNICITY
    Caucasian
    % of U.S. Residents
    10.0%
    23.6%
    36.1%
     
    % of NCAA Basketball Fans
    79.5%
    80.9%
    81.3%
     
    Index
    96
    97
    98
    African-American
    % of U.S. Residents
    14.3%
    29.3%
    41.9%
     
    % of NCAA Basketball Fans
    15.8%
    14.0%
    13.1%
     
    Index
    136
    121
    114
    Hispanic
    % of U.S. Residents
    5.3%
    14.4%
    25.0%
     
    % of NCAA Basketball Fans
    6.7%
    7.9%
    9.1%
     
    Index
    50
    59
    68
    HOUSEHOLD INCOME
    <$25K
    % of U.S. Residents
    7.6%
    17.7%
    26.1%
     
    % of NCAA Basketball Fans
    10.3%
    10.4%
    10.1%
     
    Index
    73
    73
    71
    $25-40K
    % of U.S. Residents
    8.4%
    19.4%
    29.8%
     
    % of NCAA Basketball Fans
    16.3%
    16.3%
    16.5%
     
    Index
    80
    80
    81
    $40-50K
    % of U.S. Residents
    9.5%
    22.5%
    35.0%
     
    % of NCAA Basketball Fans
    11.1%
    11.5%
    11.7%
     
    Index
    90
    93
    95
    $50-75K
    % of U.S. Residents
    11.2%
    25.0%
    38.9%
     
    % of NCAA Basketball Fans
    19.5%
    18.9%
    19.3%
     
    Index
    107
    103
    106
    $75-100K
    % of U.S. Residents
    12.9%
    28.8%
    43.4%
     
    % of NCAA Basketball Fans
    18.3%
    17.6%
    17.5%
     
    Index
    124
    119
    118
    $100-150K
    % of U.S. Residents
    12.9%
    30.7%
    45.8%
     
    % of NCAA Basketball Fans
    14.7%
    15.1%
    14.8%
     
    Index
    123
    127
    125
    $150K+
    % of U.S. Residents
    12.6%
    30.6%
    45.7%
     
    % of NCAA Basketball Fans
    9.7%
    10.2%
    10.1%
     
    Index
    120
    126
    124
    WAYS ONLINE SERVICE USED DURING LAST MONTH
    Blogs (read or
    contributed to)
    % of U.S. Residents
    12.2%
    28.9%
    44.5%
     
    % of NCAA Basketball Fans
    10.8%
    11.1%
    11.2%
     
    Index
    117
    119
    121
    Cable TV network site
    % of U.S. Residents
    14.7%
    34.0%
    49.0%
     
    % of NCAA Basketball Fans
    6.0%
    6.0%
    5.7%
     
    Index
    141
    140
    133
    Download podcasts
    % of U.S. Residents
    14.0%
    31.5%
    47.6%
     
    % of NCAA Basketball Fans
    2.8%
    2.7%
    2.7%
     
    Index
    134
    130
    129
    Download/listen to
    audio clips
    % of U.S. Residents
    13.5%
    31.4%
    47.0%
     
    % of NCAA Basketball Fans
    7.5%
    7.5%
    7.4%
     
    Index
    129
    130
    128
    Download/watch video
    % of U.S. Residents
    12.3%
    28.7%
    45.3%
     
    % of NCAA Basketball Fans
    10.7%
    10.8%
    11.2%
     
    Index
    118
    119
    123
    Fantasy sports
    % of U.S. Residents
    28.8%
    56.9%
    75.8%
     
    % of NCAA Basketball Fans
    7.9%
    6.7%
    5.9%
     
    Index
    275
    235
    206
    Sports scores/updates
    % of U.S. Residents
    25.5%
    52.7%
    70.4%
     
    % of NCAA Basketball Fans
    35.3%
    31.4%
    27.6%
     
    Index
    244
    218
    191
    WIRELESS/CELL PHONE FEATURES CURRENTLY USED
    Stream video clips
    % of U.S. Residents
    13.9%
    30.7%
    44.4%
     
    % of NCAA Basketball Fans
    2.9%
    2.8%
    2.7%
     
    Index
    133
    127
    121

    NOTES: (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.

    Print | Tags: The Back of the Book
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug