1 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. DUE TO NASCAR’S AGREEMENT WITH EXPERIAN CONSUMER RESEARCH, DISTRIBUTION OF THIS OR ANY OTHER REPORT CONTAINING EXPERIAN CONSUMER RESEARCH INFORMATION IS PROHIBITED.
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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. - PowerPoint PPT Presentation
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NASCAR Fan Base OverviewConsumer 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.
DUE TO NASCAR’S AGREEMENT WITH EXPERIAN CONSUMER RESEARCH, DISTRIBUTION OF THIS OR ANY OTHER REPORT CONTAINING EXPERIAN CONSUMER RESEARCH INFORMATION IS PROHIBITED.
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MethodologySources: Experian Consumer Research: Simmons NSC, Spring – Fall 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.
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Table of ContentsShopping & Retail page 4
Retail Channels ShoppedPromotional AdvertisingPlans to Purchase
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
^ Data reflects past year results.
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Promotional Advertising Noticing promotions while shopping NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-FansStore brochures / flyers 65% 52% 125 *Signs on racks and shelves 60% 45% 133 *Free standing display with product 60% 43% 140 *End of aisle display 57% 40% 143 *In-store demonstrations 46% 34% 135 *Video monitor display 23% 15% 153 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
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Furniture / Mattress
Computer HDTV Major appliance
Digital camera
Wireless service
Housing Video game
system
Motorcycle ATV /Snowmobile/
Personal Watercraft
0%
5%
10%
15%
20%
25%
30%
Plans To Purchase
Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASCAR Fans vs. Non-Fans
138 index *
129 index *
129 index * 133
index *120
index * 167 index *
300 Index *
300 index *
% of NASCAR Fans who plan to buy in the next year
(Index NASCAR Fans vs. Non-Fans)
111 Index *
130 index *
122 index *
26%
11% 11%
9% 9% 8%
6% 5%
3% 3%
20%
New / Used Car
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Lifestyles and Activities
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Leisure ActivitiesLeisure activities engaged past year NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-Fans Listening to music 71% 66% 108 *Attending the movies ^ 68% 65% 105 *Dining out (not fast food) 63% 56% 113 *Reading books 50% 55% 91 *Card games 48% 38% 126 *Attend a concert 44% 43% 102Go to a beach / lake 44% 35% 126 *Gardening 36% 30% 120 *Cooking for fun 35% 35% 100Board fun 35% 28% 125 *Visit a theme park 26% 22% 118 *Going to bar / night clubs/ dancing 26% 19% 137 *Photography 22% 18% 122 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
^ data reflects past six months
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Active LifestylesSport / Fitness Activity participated in past year NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-Fans Play a sport 85% 75% 113 *Fitness walking 42% 41% 102Swimming 40% 30% 133 *Fishing 31% 16% 194 *Golf 24% 12% 200 *Weight training 19% 16% 119 *Basketball 19% 14% 136 *Mountain / Road biking 18% 12% 150 *Using a cardio machine 15% 15% 100Baseball 15% 10% 150 *Football 15% 8% 188 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
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Outdoor Lifestyles
Leading types of outdoor equipment owned NASCAR Fans Non-Fans Index NASCAR Fans
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.
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Travel Activities
Travel / Leisure activities past year NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-FansStay at hotels 73% 69% 106 *Go the beach / lake 44% 35% 126 *Rent a car 31% 29% 107Travel by air 26% 26% 100Play golf 24% 12% 200 *Go on cruise ship vacations 12% 11% 109Plan on going in the next yr 12% 10% 120Go skiing 6% 5% 120
NASCAR fans are more likely to have interests and habits indicating a high level of interest in travel.
Travel information NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Read travel related magazines 23% 22% 105Watch the Travel Channel 12% 9% 133 *
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.
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Eating at QSR’sMillions of NASCAR fans eat at QSR's, and they are more likely to do so.
Eating at QSR’s past month NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-FansEat at quick serve restaurants 91% 82% 111 *
NASCAR fans are more likely to eat at a QSR more frequently.
Frequency NASCAR Fans who eat at QSR’s
Non-Fans who eat at QSR’s
Index NASCAR Fans vs. Non-Fans
More than 5 times in the past month 53% 46% 115 *
NASCAR fans are more likely to have attitudes that demonstrate an appreciation for convenience when it comes to food.Attitudes relevant to convenience when it comes to food NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-Fans“I don’t often have the time to prepare / eat healthy meals.” 38% 34% 112 *
“Fast food fits my busy lifestyle.” 26% 22% 118 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
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Casual DiningNASCAR fans are more likely to eat at casual dining restaurants. Casual dining past month NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-FansEat at casual dining restaurants 89% 79% 113 *
NASCAR fans are more likely to eat at casual dining restaurants more frequently.
Frequency NASCAR Fans who eat cas. dining rest.
Non-Fans who eat cas. dining rest.
Index NASCAR Fans vs. Non-Fans
Visit at least 4 times in past month 44% 40% 110 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
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Construction OccupationNASCAR fans are more likely to work in the construction industry.
Employed in the construction industry NASCAR Fans Non-Fans
Index NASCAR Fans vs. Non-
FansWork in the construction industry 19% 13% 146 *
NASCAR fans in the construction industry are more likely than non-NASCAR fans to have influence over business decisions involving construction materials.
Business purchase influence NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Influence over purchase of building/construction materials 13% 10% 130
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.
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Automobiles
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Vehicle Ownership
Vehicle ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
HH owns or leases car, pickup truck, SUV, or van 95% 89% 107 *
At least 3 vehicles in the household 37% 28% 132 *
NASCAR fans are more likely to have a vehicle and have more vehicles.
Indicators of heavy vehicle usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Traveled 500+ miles by car/van/truck in the past week 11% 7% 157 *
“I often go on long car trips for vacation.” 43% 31% 139 *
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.
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Automotive Lifestyles
Attitudes and behaviors relevant to automobiles NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-Fans
“I like driving.” 71% 57% 125 *
“Before buying a car, I find out about the car’s safety rating.” 49% 48% 102
“A used car is just as good as a new car.” 47% 39% 121 *
“I like to get a new car every 2-3 years.” 16% 14% 114
NASCAR fans are more likely to enjoy driving, be interested in how automobiles work, and keep up with the latest in automobile technology.
Attitudes and behaviors relevant to automobiles NASCAR Fans Non-Fans Index NASCAR Fans vs.
Note: Automotive magazines include stores such as Automobile, Autoweek, Car and Driver, Motor Trend, and Road & Track. Data reflects past 6 month results.
NASCAR fans are more likely to read magazines tailored to automobile enthusiasts and watch SPEED.
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
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NASCAR fans are more likely to plan to purchase their next vehicle new and/or used.
Buying new/used vehicles NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Plan to purchase next vehicle new 47% 43% 109 *Plan to purchase used 45% 41% 110 *
NASCAR fans are more likely to indicate they plan to purchase their next vehicle sooner (i.e. within 2 years).
Timeframe for next vehicle purchase NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Within 1 year 25% 22% 114 *About 2 years from now 26% 23% 113 *About 3 years from now 13% 11% 118About 4 years from now 6% 6% 100More than 4 years from now 22% 21% 105
Purchasing Vehicles
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
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Motorcycle OwnershipNASCAR fans are more likely to have a motorcycle and have more motorcycles.
Motorcycle ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Own a motorcycle 11% 5% 220 *Own 2+ motorcycles 3% 1% 300
NASCAR fans are more than twice as likely to have a motorcycle driver’s license.
Motorcycle drivers license NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Have a motorcycle driver’s license 14% 5% 280 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
Watching motorcycle programming on television NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-FansWatch American Chopper 13% 4% 325 *Watch Arena/Super-cross 8% 2% 400 *
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.
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High dollar recreational item ownershipNASCAR fans are more likely to own high dollar recreational items.
Recreational items household owns NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-FansPool or spa 11% 8% 138 *ATV 8% 3% 267 *Boat 7% 4% 175 *Motor Home 4% 2% 200 *
Source: Scarborough Research, 2007 R2.
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Money Management & Business Professionals
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Consumer bankingNASCAR fans are more likely to use a bank.
Bank category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Use a bank 78% 70% 111 *
NASCAR fans are more likely to have checking and savings accounts.
Types of bank accounts owned NASCAR Fans who use a bank
NASCAR fans are more likely to use credit cards more frequently.
Frequency of use NASCAR Fans who have a credit card
Non-Fans who have a credit card
Index NASCAR Fans vs. Non-Fans
Use a credit card at least once in the past month 82% 79% 104 *
Portion of credit card usually paid
NASCAR Fans who have a credit card
Non-Fans who have a credit card
Index NASCAR Fans vs. Non-Fans
Usually pay entire amount of monthly bill 56% 61% 92 *
Usually pay less than the entire amount of monthly bill 53% 46% 115 *
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.
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LoansNASCAR fans are more likely to have a loan.
Loan category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans
Have a loan 62% 48% 129 *
Upcoming events which often require loans NASCAR Fans Non-Fans Index NASCAR Fans
vs. Non-FansAcquire a new or used vehicle 15% 10% 150 *Make a major home improvement 11% 8% 138Purchase a home 7% 6% 117Refinance a home 3% 2% 150
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.
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Financial Investors NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans
Own financial investments 47% 37% 127 *
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
Mutual Funds / Brokerage accounts NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans
Have a mutual fund or brokerage acnt 26% 22% 118 *
NASCAR fans more likely to have a mutual fund or brokerage account.
Financial Investments
Using the internet for financial activities NASCAR Fans who Use the Internet
Non-Fans who Use the Internet
Index NASCAR Fans vs. Non-fans
For financial information or stock trading 13% 12% 108
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.
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NASCAR fans are more likely to have a full service mutual fund / brokerage account.
Full service vs. discount
NASCAR Fans who Have Mut. Fund / Brok. Acct.
Non-Fans who Have Mut. Fund/Brok. Acct.
Index NASCAR Fans vs. Non-fans
Full service 70% 64% 109 *
Discount 6% 9% 67
NASCAR fans are more likely to have retirement accounts.
Retirement vs. Non-retirement
NASCAR Fans who Have Mut. Fun / Brok. Acct.
Non-Fans who Have Mut. Fund/Brok. Acct.
Index NASCAR Fans vs. Non-fans
Retirement 77% 72% 107 *
Non-retirement 27% 31% 87Data 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.
Mutual Fund / Brokerage Account Types
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
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Insurance
Types of insurance owned NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans