SBD/Issue 121/The Back of the Book

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.

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