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