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SBD/Issue 121/The Back of the Book
Scarborough Examines NCAA Basketball Fan Demographics
Published March 13, 2008
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.
