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SBD/Issue 133/The Back of the Book
Scarborough Sports Marketing Examines MLB Fan Demographics
Published April 2, 2008
The following presents Scarborough Sports Marketing research detailing MLB fan demographics, indexed to the U.S. population. For example, 19% of avid MLB fans earn between $50K and $75K. For more explanation, scroll cursor over highlighted numbers. A fan is defined as someone with at least a little bit of interest in MLB, while a loyal fan is somewhat interested and an avid fan is very interested. The information was gathered from August ’06–September ’07 (Scarborough Sports Marketing).
|
CURRENT LEVEL OF INTEREST IN MLB
|
||||
|
DEMOGRAPHIC
|
AVID FAN
|
LOYAL FAN
|
FAN
|
|
|---|---|---|---|---|
|
AGE
|
||||
|
18-24
|
% of U.S. residents surveyed |
12% (a)
|
29%
|
47%
|
| % of MLB fans |
11%
|
11%
|
12%
|
|
| Index |
81
|
87
|
92
|
|
| 25-34 | % of U.S. residents surveyed |
14%
|
31%
|
50%
|
| % of MLB fans |
16%
|
17%
|
17%
|
|
| Index |
93
|
93
|
98
|
|
| 35-44 | % of U.S. residents surveyed |
15%
|
34%
|
54%
|
| % of MLB fans |
20%
|
20%
|
20%
|
|
| Index |
102
|
103
|
104
|
|
| 45-54 | % of U.S. residents surveyed |
16%
|
36%
|
55%
|
| % of MLB fans |
21%
|
21%
|
20%
|
|
| Index |
109
|
107
|
107
|
|
| 55-64 | % of U.S. residents surveyed |
15%
|
35%
|
53%
|
| % of MLB fans |
14%
|
15%
|
15%
|
|
| Index |
101
|
105
|
103
|
|
|
GENDER
|
||||
| Men | % of U.S. residents surveyed |
20%
|
42%
|
61%
|
| % of MLB fans |
65%
|
61% (b)
|
57%
|
|
| Index |
134
|
125
|
118
|
|
| Women | % of U.S. residents surveyed |
10%
|
25%
|
43%
|
| % of MLB fans |
35%
|
39%
|
43%
|
|
| Index |
68
|
76
|
83
|
|
|
RACE/ETHNICITY
|
||||
| White | % of U.S. residents surveyed |
16%
|
34%
|
52%
|
| % of MLB fans |
86%
|
85%
|
85%
|
|
| Index |
103
|
103
|
102
|
|
| African-American | % of U.S. residents surveyed |
12%
|
27%
|
45%
|
| % of MLB fans |
9%
|
10%
|
10%
|
|
| Index |
80
|
82
|
87
|
|
| Spanish/Hispanic | % of U.S. residents surveyed |
13%
|
28%
|
42%
|
| % of MLB fans |
11%
|
11%
|
11%
|
|
| Index |
85
|
85
|
82
|
|
|
HOUSEHOLD INCOME
|
||||
| <$25K | % of U.S. residents surveyed |
11%
|
25%
|
38%
|
| % of MLB fans |
11%
|
11%
|
11%
|
|
| Index |
73
|
76
|
73
|
|
| $25K-$40K | % of U.S. residents surveyed |
12%
|
28%
|
43%
|
| % of MLB fans |
17%
|
17%
|
17%
|
|
| Index |
83
|
84
|
84
|
|
| $40K-$50K | % of U.S. residents surveyed |
14%
|
31%
|
50%
|
| % of MLB fans |
11%
|
12%
|
12%
|
|
| Index |
90
|
93
|
97
|
|
| $50K-$75K | % of U.S. residents surveyed |
15%
|
34%
|
54%
|
| % of MLB fans |
19%
|
19%
|
19%
|
|
| Index |
103
|
103
|
105
|
|
| $75K-$100K | % of U.S. residents surveyed |
17%
|
39%
|
59%
|
| % of MLB fans |
17%
|
17%
|
17%
|
|
| Index |
116
|
116
|
115
|
|
| $100K-$150K | % of U.S. residents surveyed |
19%
|
41%
|
62%
|
| % of MLB fans |
15%
|
15%
|
14%
|
|
| Index |
127
|
122
|
121
|
|
| $150K+ | % of U.S. residents surveyed |
20%
|
42%
|
62%
|
| % of MLB fans |
11%
|
10%
|
10%
|
|
| Index |
130
|
126
|
121 (c)
|
|
NOTES: (a) = 12% of U.S. residents between the ages of 18-24 are avid MLB fans. (b) = 61% of loyal MLB fans are male. (c) = MLB Fans are 21% more likely than the U.S. population surveyed to earn over $150K.
