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.
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
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% 2006 2009 % of American population 18+ who are * 18-24 25-34 35-44 45-54 55-64 65+ 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
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. 160 140 120 80 60 40 20 0 74 36 Didn't graduate high school 95 73 Graduated high school but didn't attend college 152 112 109 Graduated college but didn't attend graduate school 137 Attended and finished graduate school 225 200 175 150 125 75 50 114 99 101 82 Less than $25K $25K - $49,999 111 152 $50K - $99,999 84 203 $K - $149,999 99 163 $150K+ Non- Non-
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-
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. 250 200 199 150 50 99 88 106 86 89 138 78 0 Less than $75 $75-$199 $200-$499 $500+ Non-
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 $30,000. 120 Total amount spent on most recent vehicle purchased/leased 80 Less than $10K $10K- $14,999 $15K- $19,999 $20K- $29,999 $30K+ Non-
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-
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% 180 160 140 120 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
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 e-mail SimmonsMarketing@experian.com.
Thank You! For more information, please email SimmonsMarketing@experian.com or call 212.471.2850 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.