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NASCAR fans are top-spenders in big-ticket retail categories, avid tech consumers, and influencers when it comes to making business purchasing decisions, according to (pdf) a Scarborough Sports Marketing study of the demographics, shopping behaviors and media habits of fans.

Automotive, jewelry, athletic clothing, and personal technology items are some of the big-ticket categories in which NASCAR fans are eagerly spending, according to Scarborough’s findings:

  • They are 15% more likely than the average consumer to plan to buy a new vehicle during the next year, and 16% more likely to spend $30,000 or more on their next vehicle purchase.
  • They are 19% more likely to have spent $500 or more on jewelry during the past year, and 32% more to have spent $500 or more on athletic clothing during the past year.
  • They are 9% more likely than the national average to have a monthly cellular bill of $150 or more.

Scarborough also found that NASCAR fans are avid consumers of personal technology, and plan a wide variety of purchases:

  • They are 24% more likely than the national average to plan to purchase a video game system during the next year.
  • They are 39% more likely to plan to buy a satellite radio subscription.
  • They are 18% more likely to plan to buy a PDA (personal digital assistant).
  • They are 14% more likely to plan to buy an MP3 player.

Among other findings:

  • NASCAR fans are 13% more likely than the national average to be small business owners:
    • As such, almost half (43%) of NASCAR fans read the business section of the newspaper.
    • And they are 7% more likely than the average to read the business section.
  • Washington DC, San Francisco, Atlanta and Charlotte top the local markets for NASCAR fans with annual household incomes of $100K or more:
    • 11% of the DC market are NASCAR fans at this income level.
    • 10% of adults in San Francisco, Atlanta and Charlotte are NASCAR fans earning $100K or more annually.
    • Nationally, 6% of all adults are NASCAR fans at this income level.

About the data: Scarborough Sports Marketing measures local and national consumer and lifestyle information by interviewing over 221,000 adults (18+) in 81 Top-Tier Markets, including all professional sports markets. Scarborough sports measurements include fan avidity; multi-media measures including sports viewing and listening; corporate sponsorship information including fans’ shopping and product/service usage; and leisure activities. Scarborough Sports Marketing is a division of Scarborough Research, which is a joint venture between Arbitron Inc. and The Nielsen Company.

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