It s Hockey Time OCTOBER 2009

Transcription

1 It s Hockey Time OCTOBER 2009 Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2 Definition of a NHL and Non-NHL Fan The behaviors and preferences of National Hockey League (NHL) and non- are compared in this report. Below are the definitions of each consumer type: are 18+ adults who are either very, somewhat, or a little bit interested in NHL Non- are 18+ adults who are not at all interested in NHL Source: Experian Simmons National Consumer Study Spring 2009 Full Year

3 Who Are NHL Fans? Compared to 2006, there are 11 percent more American adults who are *. And with 52 percent of its fans under the age of 45, the NHL s fan base is - for the most part - young. 17% Vertical % 11.0% 9.7% 15% 15.8% 14.7% 20.0% 14.2% 13% 22.0% 22.7% 11% % of American population 18+ who are * Source for chart on left: Experian Simmons National Consumer Study Spring 2006, 2007, 2008, 2009 Full Year * are Americans who surveyed as very, somewhat or a little interested in the National Hockey League

4 NHL Fans are Educated and Well Paid are more likely than non- to have graduated college and attained a graduate degree. The benefits of their higher education is clear as are 64 percent more likely than non- to personally earn an income of $150,000 or more annually. Next we ll examine a few luxuries enjoy: home-ownership, watches, and vehicles Didn't graduate high school Graduated high school but didn't attend college Graduated college but didn't attend graduate school 137 Attended and finished graduate school Less than $25K $25K - $49, $50K - $99, $K - $149, $150K+ Non- Non-

5 Home Owners Seventy-seven percent of own their place of residence. The graph below charts the percentage of NHL and non- who own any resident type (includes house, condominium, co-op and mobile home). As illustrated, there are more than nonfans who own homes that value at $300,000 or more. 40% Vertical % 30% 34.8% 32.5% 32.9% 20% 19.8% 21.8% 26.5% 10% $K-$199,999 $200K-$299,999 $300K+ Non-

6 Watches Twenty-six percent of purchased a watch for themselves or someone else in the last 12 months and their tastes are not cheap. are 2.6 times more likely than non-fans to have spent $500 or more on a timepiece Less than $75 $75-$199 $200-$499 $500+ Non-

7 Vehicles Similar to their watch purchasing behavior, are willing to splurge on their vehicles. For their most recent vehicle purchase, were 13 percent more likely than non- to spend over $30, Total amount spent on most recent vehicle purchased/leased 80 Less than $10K $10K- $14,999 $15K- $19,999 $20K- $29,999 $30K+ Non-

8 Internet Purchases spend big online. During the last 12 months, spent a total $9.9 billion on Internet purchases. Among those who made a purchase in the last year, are 25 percent more likely than non- to spend $1,000 or more online during the year. In fact, 41 percent of who shop the Internet spend at least $500 online a year. 130 Total dollar spent on Internet orders during last 12 months 27% 13% 5% 14% 21% 20% 70 Less than $75 $75 - $99 $ - $199 $200 - $499 $500 - $999 $0+ Less than $75 $75-$99 $-$199 $200-$499 $500-$999 $0+ Non-

9 Business Purchase Decision Makers The previous slides established that have expensive taste and aren t troubled spending extra to purchase personal items. However, can the same be said for businessrelated purchases? Indeed it can. Not only are there more than non-fans making business purchase decisions, they re also 54 percent more likely than non-fans to spend $,000 or more on office products. 8% 7% 6% 5% 4% 3% 2% 1% 3.0% 4.1% 3.9% 6.7% 2.7% 3.9% Vertical % 3.1% 5.0% % $5K-$9,999 $10K-$99,999 $K- $499,999 $500K+ 80 $5K-$9,999 $10K-$99,999 $K- $499,999 $500K+ Non-NHl fans Non- Total dollar amount spent on business purchases in last 12 months: : 160, Non-: 103

10 Conclusion The National Hockey League has a growing fan base that doesn t mind spending extra for products and services. The insights provided in this report represent only a fraction of the information that Experian Simmons collects. For more information about including their media preferences and attitudes SimmonsMarketing@experian.com.

11 Thank You! For more information, please or call Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.