Scarborough Data Shows MMA Fans Skew Young, Wealthy
Mixed Martial Arts (MMA) is attracting young, wealthy, high-tech consumers, according to Scarborough Sports Marketing's first-ever look at the sport. MMA fans are defined as those adults who watched the sport on broadcast or cable TV during the past year. The six-month survey of 221,000 adults ages 18+ in 81 top U.S. markets, including every big-league city, found that MMA fans are 15% more likely than the average American adult to have a household income of at least $75,000 and 10% more likely to own a second home. MMA fans also are above the national average for current ownership of high-tech household items such as HDTVs, VOD service, video game systems and broadband Internet. Below are select demos for MMA fans. For example, 32% of MMA fans are between the ages of 18-29, while 8% of MMA fans have bought sports logo apparel on the Internet during the past 12 months (Scarborough Sports Marketing).
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DEMOGRAPHIC
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MMA FANS
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AGE
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| 18-29 |
32%
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| 30-39 |
25%
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| 40-49 |
22%
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| 50-59 |
13%
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| 60-69 |
6%
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SPORTS EVENT/TEAM TICKETS INTERESTED IN
BUYING NEXT 12 MONTHS
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| Full season tickets |
5%
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| Individual game tickets |
48%
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| Partial season tickets |
7%
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| Not interested |
47%
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INTERNET USE PAST 30 DAYS
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| Cable TV network site |
9%
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| Download/play video games |
15%
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| Download/watch movies |
13%
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| Download/watch TV programs |
13%
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| Download/watch/listen to podcasts |
5%
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| Fantasy sports |
11%
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| Sports scores/updates |
37%
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ITEMS BOUGHT ON INTERNET PAST 12 MONTHS
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| Sporting event tickets |
10%
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| Sports logo apparel |
8%
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