Scarborough Research Examines ATP, WTA Fan Demographics
With the Australian Open in full swing, the following presents Scarborough Research detailing tennis fan demographics related to interest in the ATP and WTA, indexed to the U.S. population. A fan is described as a respondent with a current level of interest being very, somewhat or a little bit interested in league. For example, those of Spanish/Hispanic ethnicity are 23% less likely than the U.S. population to be a fan of the ATP. Roll your cursor over highlighted numbers for more explanation. See notes below the charts for more explanation. The information was gathered from February '06-March '07 (Scarborough Research).
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DEMOGRAPHIC
|
|
ATP FANS
|
WTA FANS
|
|
AGE
|
| 18-24 |
% of U.S. Respondents |
|
16.9%
|
| |
% of league fan base |
|
11.1%
|
| |
Index |
|
86
|
| 25-34 |
% of U.S. Respondents |
18.9%
|
19.3%
|
| |
% of league fan base |
17.4%
|
17.4%
|
| |
Index |
98
|
98
|
| 35-44 |
% of U.S. Respondents |
20.9%
|
21.3%
|
| |
% of league fan base |
20.8%
|
20.8%
|
| |
Index |
108
|
108
|
| 45-54 |
% of U.S. Respondents |
21.0%
|
21.2%
|
| |
% of league fan base |
20.7%
|
20.5%
|
| |
Index |
109
|
108
|
| 55-64 |
% of U.S. Respondents |
19.8%
|
20.2%
|
| |
% of league fan base |
14.4%
|
14.4%
|
| |
Index |
102
|
103
|
| 65+ |
% of U.S. Respondents |
18.5%
|
18.4%
|
| |
% of league fan base |
16.2%
|
15.8%
|
| |
Index |
96
|
93
|
|
GENDER
|
| Men |
% of U.S. Respondents |
23.4%
|
22.1%
|
| |
% of league fan base |
58.7%
|
54.2%
|
| |
Index |
121
|
112
|
| Women |
% of U.S. Respondents |
15.5%
|
17.6%
|
| |
% of league fan base |
41.3%
|
45.8%
|
| |
Index |
80
|
89
|
|
EDUCATION LEVEL
|
| College grad (4-yr school) |
% of U.S. Respondents |
26.7%
|
25.8%
|
| |
% of league fan base |
18.3%
|
17.3%
|
| |
Index |
138
|
131
|
| Post-graduate degree |
% of U.S. Respondents |
32.5%
|
30.8%
|
| |
% of league fan base |
14.2%
|
13.2%
|
| |
Index |
168
|
156
|
|
RACE/ETHNICITY
|
| White |
% of U.S. Respondents |
18.6%
|
18.1%
|
| |
% of league fan base |
79.8%
|
76.2%
|
| |
Index |
96
|
92
|
| Black/African American |
% of U.S. Respondents |
22.8%
|
29.7%
|
| |
% of league fan base |
13.5%
|
17.3%
|
| |
Index |
118
|
151
|
| Asian |
% of U.S. Respondents |
30.1%
|
28.9%
|
| |
% of league fan base |
3.8%
|
3.5%
|
| |
Index |
156
|
147
|
| Spanish/Hispanic |
% of U.S. Respondents |
15.0%
|
15.5%
|
| |
% of league fan base |
10.3%
|
10.5%
|
| |
Index |
77
|
79
|
|
HOUSEHOLD INCOME
|
| <$25,000 |
% of U.S. Respondents |
12.6%
|
14.7%
|
| |
% of league fan base |
9.5%
|
10.9%
|
| |
Index |
65
|
75
|
| $25,000-$40,000 |
% of U.S. Respondents |
15.1%
|
16.6%
|
| |
% of league fan base |
16.0%
|
17.2%
|
| |
Index |
78
|
84
|
| $40,000-$50,000 |
% of U.S. Respondents |
16.7%
|
17.4%
|
| |
% of league fan base |
10.6%
|
10.8%
|
| |
Index |
86
|
88
|
| $50,000-$75,000 |
% of U.S. Respondents |
20.0%
|
20.4%
|
| |
% of league fan base |
19.3%
|
19.3%
|
| |
Index |
103
|
103
|
| $75,000-$100,000 |
% of U.S. Respondents |
23.0%
|
22.3%
|
| |
% of league fan base |
17.5%
|
16.7%
|
| |
Index |
119
|
113
|
| $100,000-$150,000 |
% of U.S. Respondents |
25.4%
|
24.2%
|
| |
% of league fan base |
15.2%
|
14.2%
|
| |
Index |
131
|
123
|
| $150,000+ |
% of U.S. Respondents |
29.8%
|
28.1%
|
| |
% of league fan base |
11.9%
|
11.0%
|
| |
Index |
154
|
143
|
|
TECHNOLOGY & INTERNET DEMOGRAPHICS
|
|
DEMOGRAPHIC
|
|
ATP FANS
|
WTA FANS
|
|
HOUSEHOLD ITEMS OWNED
|
| High Definition TV |
% of U.S. respondents |
24.0%
|
23.8%
|
| |
% of league fan base |
21.7%
|
21.1%
|
| |
Index |
124
|
121
|
| MP3 player |
% of U.S. respondents |
24.3%
|
23.7%
|
| |
% of league fan base |
25.9%
|
24.7%
|
| |
Index |
126
|
120
|
| Satellite radio subscription (Sirius, XM) |
% of U.S. respondents |
23.3%
|
23.1%
|
| |
% of league fan base |
7.2%
|
7.0%
|
| |
Index |
120
|
117
|
|
HOUSEHOLD ITEMS PLANNED FOR PURCHASE DURING NEXT 12 MONTHS
|
| High Definition TV |
% of U.S. respondents |
27.6%
|
28.4%
|
| |
% of league fan base |
9.9%
|
10.0%
|
| |
Index |
143
|
144
|
| MP3 player |
% of U.S. respondents |
25.8%
|
26.3%
|
| |
% of league fan base |
6.0%
|
6.0%
|
| |
Index |
133
|
133
|
| Satellite radio subscription (Sirius, XM) |
% of U.S. respondents |
24.2%
|
24.7%
|
| |
% of league fan base |
1.6%
|
1.6%
|
| |
Index |
125
|
125
|
|
WAYS ONLINE SERVICE USED DURING PAST MONTH
|
| Broadcast TV network site |
% of U.S. respondents |
|
28.9%
|
| |
% of league fan base |
|
5.8%
|
| |
Index |
|
146
|
| Cable TV network site |
% of U.S. respondents |
30.7%
|
29.9%
|
| |
% of league fan base |
5.9%
|
5.6%
|
| |
Index |
159
|
152
|
| Download/watch video |
% of U.S. respondents |
26.0%
|
25.6%
|
| |
% of league fan base |
13.9%
|
13.5%
|
| |
Index |
134
|
130
|
| Fantasy sports |
% of U.S. respondents |
33.8%
|
30.0%
|
| |
% of league fan base |
4.8%
|
4.2%
|
| |
Index |
175
|
152
|
| Sports scores/updates |
% of U.S. respondents |
36.6%
|
34.0%
|
| |
% of league fan base |
28.9%
|
26.3%
|
| |
Index |
189
|
172
|
NOTES: (a) = 15.8% of those surveyed between the ages of 18-24 said they were ATP fans. (b) = 10.6% of ATP fans are 18-24 years old. (c) = ATP fans are 18% less likely than the U.S. population to be 18-24 years old. (d) = 29.7% of those surveyed who used their online service during the past month to go to a broadcast TV network site were ATP fans. (e) = 6.1% of ATP fans used their online service during the past month to go to a broadcast TV network site. (f) = ATP fans were 54% more likely than the U.S. population to have used their online service during the past month to go to a broadcast TV network site.
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