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Thursday
April 20, 2006
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THE DAILY’s Three-Part Survey: Reaching The 18-34 Demo

In collaboration with Turnkey Sports and WorkInSports.com, THE DAILY presents the final section of a three-part series of sports-related data from a recent survey of 18-to-34-year-olds about their sports and entertainment preferences. This exclusive data serves as a companion piece to this week’s SportsBusiness Journal In-Depth that examines the 18-34 demo.

A total of 169 participants —- 106 males and 63 females —- responded to questions online from April 7-12 pertaining to the frequency and manner in which they consume sports. Seventy respondents were ages 18-25, while 99 respondents were 26-34. Of the 169 respondents, 131 were single/never married, 33 were married or partnered and 5 were divorced or widowed. The majority of the sample had no children (153 respondents), while twelve had children ages 1-2, and four had children 3-4. The following presents data relating to today’s technology offerings (THE DAILY).



WHAT IS THE MOST IMPORTANT TECHNOLOGY TO YOUR LIFESTYLE?
18-34
Personal Computer
55.0%
Television
23.1%
Wireless
8.9%
iPod
5.3%
PVR
4.1%
Blackberry
3.0%
Internet Broadband Video
0.6%


HOW OFTEN DO YOU WATCH SPORTS HIGHLIGHTS ON YOUR WIRELESS?
18-34
Daily
1.8%
3-5 times a week
3.0%
Once a week
5.9%
Once a month
0.6%
Never
88.8%

WHY HAVE YOU NOT WATCHED HIGHLIGHTS ON YOUR WIRELESS?^
(SELECT ALL THAT APPLY)
18-34
M18-34
W18-34
Not clear enough
2.7%
4.2%
0.0%
Not interested
31.3%
26.3%
40.0%
Other ways to get highlights are better
25.3%
30.5%
16.4%
My cell phone does not have the capability
61.3%
61.1%
61.8%

NOTE: ^ = Asked of those participants who responded they had “never” watched sports highlights on their wireless.

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