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NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008

NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008. THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION INTENDED FOR NASCAR AND APPROVED PARTNERS ONLY FOR INTERNAL BUSINESS USE.

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NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008

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  1. NASCAR Fan Base OverviewConsumer Behavior and InsightsSyndicated ResearchSpring 2008 THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION INTENDED FOR NASCAR AND APPROVED PARTNERS ONLY FOR INTERNAL BUSINESS USE. DUE TO NASCAR’S AGREEMENT WITH EXPERIAN CONSUMER RESEARCH, DISTRIBUTION OF THIS OR ANY OTHER REPORT CONTAINING EXPERIAN CONSUMER RESEARCH INFORMATION IS PROHIBITED.

  2. Methodology Sources:Experian Consumer Research: Simmons NSC, Spring – Fall 2007. Scarborough Research, Multi-Market 2007 Release 2. ESPN Sports Poll, 2007. Definition of a fan: Interest level in NASCAR is determined using a 4-point scale: (1) very interested, (2) somewhat interested, (3) a little bit interested, and (4) not at all interested. NASCAR fans are those people who are a little bit, somewhat, or very interested in NASCAR. This analysis is based on respondents 18+ years old. The asterisk (*) indicates statistical significance at the 95% confidence level. Note: This is not a share analysis; rather, it is based on consumer stated behavior.

  3. Table of Contents Home Improvement & DIY page 31 Home Ownership Making Home Improvements Owning the Tools to do the job Construction Occupation Automobiles page 36 Vehicle Ownership Purchasing Vehicles Motorcycle Ownership High Dollar Recreational Item Ownership Money Management & Business Professionals page 42 Consumer Banking Credit Cards Loans Financial Investments Insurance Business Decision Makers Attitudes about Personal Finance Demographics and Additional Information page 51 Fan Base demographics Pet Ownership Questions / Contact Information page 54 Shopping & Retail page 4Retail Channels Shopped Promotional Advertising Plans to PurchaseLifestyles and Activities page 8Leisure Activities Active Lifestyles Outdoor LifestylesDomestic Travel Travel ActivitiesQuick Serve Restaurants Casual DiningMediapage 17Music Preference Premium Television Newspaper Reading Magazine Readership Video GamingConsumer Electronicspage 25Home Video / Audio Computer Ownership Internet Cell Phone Attitudes about Home electronics

  4. Shopping and Retail

  5. Retail Channels Shopped ^ Data reflects past year results. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  6. Promotional Advertising Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  7. Plans To Purchase % of NASCAR Fans who plan to buy in the next year (Index NASCAR Fans vs. Non-Fans) 130 index * 26% 111 Index * 20% 122 index * 138 index * 129 index * 129 index * 133 index * 11% 11% 120 index * 9% 9% 167 index * 8% 300 Index * 300 index * 6% 5% 3% 3% New / Used Car Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASCAR Fans vs. Non-Fans

  8. Lifestyles and Activities

  9. Leisure Activities ^ data reflects past six months Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  10. Active Lifestyles Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  11. Outdoor Lifestyles Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  12. Domestic Travel NASCAR fans are more likely to travel. NASCAR fans are more likely to travel more frequently. NASCAR fans are more likely to travel for vacation / personal and business reasons. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  13. Travel Activities NASCAR fans are more likely to have interests and habits indicating a high level of interest in travel. NASCAR fans are equally or more likely to use travel-related media. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  14. Eating at QSR’s Millions of NASCAR fans eat at QSR's, and they are more likely to do so. NASCAR fans are more likely to eat at a QSR more frequently. NASCAR fans are more likely to have attitudes that demonstrate an appreciation for convenience when it comes to food. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  15. NASCAR fans are more likely to eat at casual dining restaurants. Casual Dining NASCAR fans are more likely to eat at casual dining restaurants more frequently. NASCAR fans are more likely to eat at casual dining restaurants for dinner. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  16. NASCAR fans are more likely to eat at a variety of casual dining restaurants. Types of Casual Dining Restaurants Visited Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  17. Media

  18. Music Preference Classic Rock, Country and Top 40 are the leading types of music enjoyed among NASCAR fans. NASCAR fans are more likely to purchase music. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  19. Premium Television NASCAR fans are more likely to have cable / satellite. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  20. Newspaper Readership NASCAR fans are more likely to read a newspaper. Daily and weekend readership among those who read the newspaper. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  21. Magazine readership NASCAR fans are more likely to read magazines. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  22. Gaming NASCAR fans are more likely to play / own video games. Among those who play video games, NASCAR fans are just as likely to play as often. Playstation is the leading video game system owned and NASCAR fans are more likely to own it. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  23. Purchasing video games 1 out of 4 NASCAR fans purchase video games and they are more likely to do so. NASCAR fans are more likely to play a variety of video games and substantially more likely to play racing and sports games. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  24. Attitudes about Video Games NASCAR fans are more likely to be open to and notice the presence of brands in video games. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  25. Consumer Electronics

  26. Home Video / Audio NASCAR fans are more likely to have a variety of the latest home audio / video equipment. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  27. Computer Ownership NASCAR fans are more likely to own a computer. Among those people who have a personal computer at home, NASCAR fans are equally or more likely to have a variety of computer related peripherals. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  28. Internet NASCAR fans are more likely to use the internet. NASCAR fans are just as likely as non-fans to spend 10+ hours online each week. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  29. Cell Phone NASCAR fans are more likely to have a cell phone. Beyond telephone calls, NASCAR fans are more likely to use their cell phones for a variety of additional uses. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  30. Attitudes about home electronics NASCAR fans are more likely to be interested in and knowledgeable about technology. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  31. Home Improvement & DIY

  32. NASCAR fans are more likely to be homeowners. Home Ownership NASCAR fans are more likely to be planning a major home improvement project. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  33. Making Home Improvements NASCAR fans are more likely than non-fans to engage in home improvement projects. Among those people who engage in home improvement projects, NASCAR fans are more likely to do the projects on their own. NASCAR fans are more likely to be planning a major home improvement project. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  34. Owning the tools to do the job NASCAR fans are more likely to own lawn/garden and workshop equipment. NASCAR fans are more likely to own multiple types of tools and workshop equipment. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  35. Construction Occupation NASCAR fans are more likely to work in the construction industry. NASCAR fans in the construction industry are more likely than non-NASCAR fans to have influence over business decisions involving construction materials. Base: those in the construction industry. N/a indicated the base size too small to measure business purchase influence over building / construction materials. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  36. Automobiles

  37. Vehicle Ownership NASCAR fans are more likely to have a vehicle and have more vehicles. NASCAR fans are more likely to be heavy users of their vehicles. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  38. Automotive Lifestyles NASCAR fans are more likely to enjoy driving, be interested in how automobiles work, and keep up with the latest in automobile technology. NASCAR fans are more likely to read magazines tailored to automobile enthusiasts and watch SPEED. Note: Automotive magazines include stores such as Automobile, Autoweek, Car and Driver, Motor Trend, and Road & Track. Data reflects past 6 month results. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  39. Purchasing Vehicles NASCAR fans are more likely to plan to purchase their next vehicle new and/or used. NASCAR fans are more likely to indicate they plan to purchase their next vehicle sooner (i.e. within 2 years). Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  40. Motorcycle Ownership NASCAR fans are more likely to have a motorcycle and have more motorcycles. NASCAR fans are more than twice as likely to have a motorcycle driver’s license. NASCAR fans are significantly more likely than non-fans to watch American Chopper and arena-cross / super-cross events on television, key indicators of interest in motorcycles. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  41. High dollar recreational item ownership NASCAR fans are more likely to own high dollar recreational items. Source: Scarborough Research, 2007 R2.

  42. Money Management & Business Professionals

  43. NASCAR fans are more likely to use a bank. Consumer banking NASCAR fans are more likely to have checking and savings accounts. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  44. NASCAR fans are more likely to use/have credit cards and debit cards. Credit Cards NASCAR fans are more likely to use credit cards more frequently. NASCAR fans are more likely to carry a balance on their credit card. Sum of columns exceeds 100% because some respondents indicated more than one portion usually paid. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  45. NASCAR fans are more likely to have a loan. Loans NASCAR fans are equally or more likely to expect events to occur within the next year that often involve a financial services institution. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  46. Financial Investments NASCAR fans are more likely to be financial investors. Note: Financial investments include money market, common stock, corporate bonds, mutual funds, U.S./other government savings bonds, U.S. Treasury Bills or Notes, international investments, Keogh/SEP-IRA/Pension, IRA, trust agreement, 401(k), 529 college savings, other college savings, and other securities NASCAR fans more likely to have a mutual fund or brokerage account. NASCAR fans are just as likely to use the internet for financial activities. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  47. Mutual Fund / Brokerage Account Types NASCAR fans are more likely to have retirement accounts. Data presented in above table is based on those respondents who indicated the account type. Columns total more than 100% as some investors have multiple types of accounts. NASCAR fans are more likely to have a full service mutual fund / brokerage account. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  48. Insurance NASCAR fans are more likely to have insurance. NASCAR fans are more likely to understand the importance of being well-insured. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  49. Business Decision Makers NASCAR fans are more likely to be employed. NASCAR fans are more likely to have influence over business purchase decisions. NASCAR fans are just as likely to be small business owners and to have an officer level position in a company. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

  50. Attitudes about Personal Finance NASCAR fans are more likely to accept responsibility for personal finance and seek out information about financial news and services. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

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