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2008_NASCAR_Fan_Base_Overview

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					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.


                                                                          1
Methodology
Sources: Experian Consumer Research: Simmons NSC, Spring – Fall 2007.
            Scarborough Research, Multi-Market 2007 Release 2.
            ESPN Sports Poll, 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.




                                                                                                                   2
Table of Contents
Shopping & Retail                      page 4   Home Improvement & DIY                              page 31
           Retail Channels Shopped                        Home Ownership
           Promotional Advertising                        Making Home Improvements
           Plans to Purchase                              Owning the Tools to do the job
                                                          Construction Occupation
Lifestyles and Activities             page 8
                                                Automobiles                                         page 36
           Leisure Activities
           Active Lif estyles                             Vehicle Ownership
           Outdoor Lif estyles                            Purchasing Vehicles
           Domestic Travel                                Motorcycle Ownership
           Travel Activities                              High Dollar Recreational Item Ownership
           Quick Serve Restaurants
           Casual Dining                        Money Management & Business Professionals page 42
                                                          Consumer Banking
Media                                 page 17             Credit Cards
           Music Pref erence                              Loans
           Premium Television                             Financial Investments
           Newspaper Reading                              Insurance
           Magazine Readership                            Business Decision Makers
           Video Gaming                                   Attitudes about Personal Finance

Consumer Electronics                 page 25    Demographics and Additional Information             page 51
           Home Video / Audio                             Fan Base demographics
           Computer Ownership                             Pet Ownership
           Internet
           Cell Phone                           Questions / Contact Information                     page 54
           Attitudes about Home electronics



                                                                                                              3
Shopping and Retail




                      4
Retail Channels Shopped
 Types of retailers shopped                                                                                                                Index NASCAR Fans
                                                                 NASCAR Fans                                Non-Fans
 past month                                                                                                                                   vs. Non-Fans
 Supermarkets                                                           96%                                     93%                                     103 *
 Drug stores                                                            75%                                     73%                                     103 *
 Mass retailers                                                         71%                                     60%                                     118 *
 Convenience stores                                                     63%                                     50%                                     126 *
 Home improvement warehouses                                            61%                                     43%                                     142 *
 Automotive specialty retailers ^                                       54%                                     41%                                     132 *
 Department stores                                                      37%                                     36%                                     103
 Home electronics retailers                                             34%                                     25%                                     136 *
 Shop online                                                            26%                                     26%                                     100
 Warehouse clubs                                                        26%                                     24%                                     108
 Office supply                                                          25%                                     22%                                     114 *
 Sporting goods                                                         16%                                     11%                                     145 *
^ Data reflects past year results.




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     5
Promotional Advertising
 Noticing promotions while                                                                                                                  Index NASCAR Fans
                                                                     NASCAR Fans                               Non-Fans
 shopping                                                                                                                                      vs. Non-Fans
 Store 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.     6
Plans To Purchase
                                                    % of NASCAR Fans who plan to buy
                                                            in the next year
                                                        (Index NASCAR Fans vs. Non-Fans)
            130
          index *

           26%

                             111
                           Index *

                           20%



                                            122             138
                                          index *         index *
                                                                            129             129
                                                                          index *         index *          133
                                           11%            11%                                            index *
                                                                                                                           120
                                                                           9%              9%                            index *           167
                                                                                                           8%
                                                                                                                                         index *
                                                                                                                                                     300       300
                                                                                                                          6%
                                                                                                                                           5%      Index *   index *

                                                                                                                                                     3%        3%


      New / Used
         Car



Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASC AR Fans vs. Non-Fans                       7
Lifestyles and Activities




                            8
Leisure Activities
 Leisure activities engaged                                                                                                                Index NASCAR Fans
                                                                     NASCAR Fans                             Non-Fans
 past year                                                                                                                                    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%                                    102
 Go to a beach / lake                                                       44%                                  35%                                    126 *
 Gardening                                                                  36%                                  30%                                    120 *
 Cooking for fun                                                            35%                                  35%                                    100
 Board fun                                                                  35%                                  28%                                    125 *
 Visit a theme park                                                         26%                                  22%                                    118 *
 Going to bar / night clubs/ dancing                                        26%                                  19%                                    137 *
 Photography                                                                22%                                  18%                                    122 *
^ data reflects past six months




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.      9
Active Lifestyles
 Sport / Fitness Activity                                                                                                                   Index NASCAR Fans
                                                                    NASCAR Fans                               Non-Fans
 participated in past year                                                                                                                     vs. Non-Fans
 Play a sport                                                              85%                                    75%                                    113 *
 Fitness walking                                                           42%                                    41%                                    102
 Swimming                                                                  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%                                    100
 Baseball                                                                  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.      10
Outdoor Lifestyles
                                                                                                                                            Index NASCAR Fans
 Camping and RV travel                                                     NASCAR Fans                           Non-Fans
                                                                                                                                               vs. Non-Fans
 Camping trips (overnight)                                                         19%                               13%                                 146 *
 Stay at campgrounds                                                                5%                                4%                                  125
 Travel by recreational vehicle                                                     2%                                2%                                  100

 Leading types of outdoor equipment                                                                                                         Index NASCAR Fans
                                                                           NASCAR Fans                           Non-Fans
 owned                                                                                                                                         vs. Non-Fans
 Outdoor grill                                                                     70%                               55%                                 127 *
 Fishing rod and/or reel                                                           50%                               28%                                 179 *
 Cooler                                                                            48%                               23%                                 209 *
 Bike                                                                              40%                               26%                                 154 *
 Hunting rifle and/or shotgun                                                      30%                               12%                                 250 *
 Camping equip. (excl. tents or lanterns)                                          29%                               16%                                  181 *
 Camping lanterns                                                                  29%                               15%                                  193 *
 Camping tents                                                                     29%                               16%                                  181 *
 Hunting clothes                                                                   20%                                7%                                 286 *
 Portable generator                                                                17%                               10%                                 170 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.       11
Domestic Travel
NASCAR fans are more likely to travel.

                                                                                                                                           Index NASCAR Fans
 Travel in the past year                                                 NASCAR Fans                          Non-Fans
                                                                                                                                              vs. Non-Fans
 Go on domestic trips                                                           74%                               66%                                  112 *


NASCAR fans are more likely to travel more frequently.

                                                                         NASCAR Fans                         Non-Fans                      Index NASCAR Fans
 Frequency of travel in the past year
                                                                          Who Travel                         Who Travel                       vs. Non-Fans
 Went on at least 3 trips                                                       50%                               44%                                   114



NASCAR fans are more likely to travel for vacation / personal and business reasons.

                                                                         NASCAR Fans                         Non-Fans                      Index NASCAR Fans
 Reason for travel
                                                                          Who Travel                         Who Travel                       vs. Non-Fans
 Vacation / personal                                                            79%                               77%                                  103 *
 Business                                                                       22%                               18%                                  122 *


Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    12
Travel Activities
NASCAR fans are more likely to have interests and habits indicating a high level of
interest in travel.

 Travel / Leisure activities                                                                                                              Index NASCAR Fans
                                                                   NASCAR Fans                             Non-Fans
 past year                                                                                                                                   vs. Non-Fans
 Stay at hotels                                                           73%                                  69%                                     106 *
 Go the beach / lake                                                      44%                                  35%                                     126 *
 Rent a car                                                               31%                                  29%                                     107
 Travel by air                                                            26%                                  26%                                     100
 Play golf                                                                24%                                  12%                                      200 *
 Go on cruise ship vacations                                              12%                                  11%                                     109
 Plan on going in the next yr                                             12%                                  10%                                     120
 Go skiing                                                                 6%                                   5%                                     120

NASCAR fans are equally or more likely to use travel-related media.
                                                                                                                                          Index NASCAR Fans
 Travel information                                                NASCAR Fans                             Non-Fans
                                                                                                                                             vs. Non-Fans
 Read travel related magazines                                            23%                                  22%                                     105
 Watch the Travel Channel                                                 12%                                   9%                                     133 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     13
Eating at QSR’s
Millions of NASCAR fans eat at QSR's, and they are more likely to do so.

 Eating at QSR’s                                                                                                                          Index NASCAR Fans
                                                                      NASCAR Fans                           Non-Fans
 past month                                                                                                                                  vs. Non-Fans
 Eat at quick serve restaurants                                               91%                               82%                                   111 *

NASCAR fans are more likely to eat at a QSR more frequently.

                                                                     NASCAR Fans                         Non-Fans                         Index NASCAR Fans
 Frequency
                                                                    who eat at QSR’s                  who eat at QSR’s                       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                                                                                                        Index NASCAR Fans
                                                                      NASCAR Fans                           Non-Fans
 when it comes to food                                                                                                                       vs. Non-Fans
 “I don’t often have the time to
                                                                              38%                               34%                                   112 *
 prepare / eat healthy meals.”

 “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.   14
Casual Dining
NASCAR fans are more likely to eat at casual dining restaurants.
 Casual dining                                                                                                                              Index NASCAR Fans
                                                                     NASCAR Fans                               Non-Fans
 past month                                                                                                                                    vs. Non-Fans
 Eat at casual dining restaurants                                            89%                                   79%                                 113 *


NASCAR fans are more likely to eat at casual dining restaurants more frequently.

                                                              NASCAR Fans who eat                       Non-Fans who eat                    Index NASCAR Fans
 Frequency
                                                                cas. dining rest.                        cas. dining rest.                     vs. Non-Fans
 Visit at least 4 times in past
                                                                             44%                                   40%                                 110 *
 month



NASCAR fans are more likely to eat at casual dining restaurants for dinner.

 Meals eaten at casual dining                                 NASCAR Fans who eat                       Non-Fans who eat                    Index NASCAR Fans
 restaurants                                                    cas. dining rest.                        cas. dining rest.                     vs. Non-Fans
 Breakfast                                                                  15%                                    15%                                   100
 Lunch                                                                      34%                                    36%                                    94
 Dinner                                                                     89%                                    82%                                  109 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     15
Types of Casual Dining Restaurants Visited
NASCAR fans are more likely to eat at a variety of casual dining restaurants.

 Types of casual dining rest.                            NASCAR Fans who eat                         Non-Fans who eat                      Index NASCAR Fans
 visited in the past month                                at cas. dining rest.                       at cas. dining rest.                     vs. Non-Fans
 Bar & Grill                                                           61%                                      56%                                     109 *
 Home-style                                                            47%                                      43%                                     109 *
 Steakhouses / Seafood                                                 44%                                      36%                                     122 *
 Italian / Mexican                                                     30%                                      31%                                      97
 Buffet style                                                          22%                                      20%                                     110




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     16
Media




        17
Music Preference
Classic Rock, Country and Top 40 are the leading types of music enjoyed among
NASCAR fans.

 Leading types of music                                                                                                                    Index NASCAR Fans
                                                                NASCAR Fans                                 Non-Fans
 enjoyed                                                                                                                                      vs. Non-Fans
 Classic Rock                                                          45%                                      31%                                     145 *
 Country                                                               34%                                      17%                                     200 *
 Top 40                                                                31%                                      27%                                     115 *
 Modern Rock / Alternative                                             17%                                      13%                                     131 *
 Hip-Hop                                                               15%                                      14%                                     107




NASCAR fans are more likely to purchase music.

 Purchased music                                                                                                                           Index NASCAR Fans
                                                               NASCAR Fans                                 Non-Fans
 past year                                                                                                                                    vs. Non-Fans
 Purchase music                                                       41%                                      35%                                    117 *




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     18
Premium Television
NASCAR fans are more likely to have cable / satellite.

                                                                                                                                          Index NASCAR Fans
 Cable / Satellite                                          NASCAR Fans                                  Non-Fans
                                                                                                                                             vs. Non-Fans
 HH has cable / satellite                                          87%                                       80%                                      109 *


 Leading cable stations                                NASCAR Fans who                             Non-Fans who                           Index NASCAR Fans
 viewed in the past week                               have cable/satellite                      have cable/satellite                        vs. Non-Fans
 The Weather Channel                                               43%                                       31%                                       139 *
 Discovery Channel                                                 42%                                       29%                                       145 *
 ESPN                                                              40%                                       20%                                       200 *
 The History Channel                                               32%                                       23%                                       139 *
 Fox News Channel                                                  30%                                       25%                                       120 *
 TNT                                                               30%                                       25%                                       120 *
 USA Network                                                       29%                                       25%                                       116 *
 TBS Superstation                                                  28%                                       25%                                       112
 ESPN2                                                             28%                                       13%                                       215 *
 A&E                                                               28%                                       22%                                       127 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    19
Newspaper Readership
NASCAR fans are more likely to read a newspaper.

                                                                                                                                          Index NASCAR Fans
 Reading the newspaper                                       NASCAR Fans                                 Non-Fans
                                                                                                                                             vs. Non-Fans
 Read the newspaper                                                  68%                                     61%                                       111 *
        Read daily newspaper                                         71%                                     70%                                       101
        Read weekend newspaper                                       80%                                     79%                                       101
Daily and weekend readership among those who read the newspaper.




                                                         NASCAR Fans who                           Non-Fans who                          Index NASCAR Fans
 Leading sections read
                                                        read the newspaper                      read the newspaper                          vs. Non-Fans
 Front page                                                          60%                                     56%                                       107 *
 General news                                                        49%                                     48%                                       102
 Sports                                                              45%                                     28%                                       161 *
 Classified                                                          30%                                     24%                                       125 *
 Comics                                                              30%                                     27%                                       111




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    20
Magazine readership
NASCAR fans are more likely to read magazines.

   Read / looked into magazines in                                                                                                            Index NASCAR Fans
                                                                      NASCAR Fans                               Non-Fans
   the past six months                                                                                                                           vs. Non-Fans
   Read magazines                                                            95%                                    90%                                   106 *



   Leading magazines read in the                                  NASCAR Fans who                      Non-Fans who read                     Index NASCAR Fans
   past six months                                                 read magazines                         magazines                             vs. Non-Fans
   People Magazine                                                           33%                                   36%                                        92 *
   Time                                                                      26%                                   24%                                    108
   National Geographic                                                       25%                                   22%                                    114 *
   Readers Digest                                                            23%                                   24%                                        96
   Sports Illustrated                                                        22%                                   13%                                    169 *
   AARP, The Magazine                                                        22%                                   23%                                        96
   Better Homes and Gardens                                                  21%                                   25%                                        84 *
   Consumer Reports                                                          17%                                   14%                                    121 *
   Newsweek                                                                  17%                                   17%                                    100
   U.S. News and World Report                                                14%                                   13%                                    108

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.          21
Gaming
NASCAR fans are more likely to play / own video games.

                                                                                                                                         Index NASCAR Fans
 Playing / owning video games                                     NASCAR Fans                             Non-Fans
                                                                                                                                            vs. Non-Fans
 Play / own video games                                                  52%                                  42%                                     124 *

Among those who play video games, NASCAR fans are just as likely to play as often.
 Time spent playing video games                               NASCAR Fans who                         Non-Fans who                       Index NASCAR Fans
 past wk                                                         own/play                               own/play                            vs. Non-Fans
 10+ hours                                                                8%                                   8%                                      100

Playstation is the leading video game system owned and NASCAR fans are more likely to
own it.
 Video game systems played /                                  NASCAR Fans who                         Non-Fans who                       Index NASCAR Fans
 owned                                                           own/play                               own/play                            vs. Non-Fans
 Playstation                                                             43%                                  37%                                      116 *
 Nintendo                                                                23%                                  24%                                        96
 Xbox                                                                    20%                                  17%                                      118
 Gameboy                                                                 16%                                  18%                                        89
 Sega                                                                     6%                                   5%                                      120

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    22
Purchasing video games
1 out of 4 NASCAR fans purchase video games and they are more likely to do so.

 Purchased video games in the                                                                                                           Index NASCAR Fans
                                                                 NASCAR Fans                           Non-Fans
 past yr                                                                                                                                   vs. Non-Fans
 Purchase video games                                                   22%                                15%                                       147 *



NASCAR fans are more likely to play a variety of video games and substantially more
likely to play racing and sports games.

 Top 5 types of video games                                     NASCAR Fans                          Non-Fans                           Index NASCAR Fans
 played past 6 months                                           who own/play                       who own/play                            vs. Non-Fans
 Action / Adventure                                                     28%                                23%                                       122 *
 Racing                                                                 24%                                11%                                       218 *
 Sports                                                                 24%                                14%                                       171 *
 Arcade / Classic                                                       17%                                14%                                       121
 Cards / Casino                                                         15%                                11%                                       136



Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   23
Attitudes about Video Games
NASCAR fans are more likely to be open to and notice the presence of brands in video games.


                                                                                                                                           Index NASCAR Fans
 Attitudes about technology / video games                                       NASCAR Fans                      Non-Fans
                                                                                                                                              vs. Non-Fans
 “I don’t mind if brand name products appear
                                                                                        12%                           8%                                150 *
 in the background of a video game.”
 “I find video games to be more entertaining
                                                                                         9%                           7%                                 129
 than television.”
 “I often notice brand name products in video
                                                                                         7%                           5%                                 140
 games.”




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     24
Consumer Electronics




                       25
Home Video / Audio
NASCAR fans are more likely to have a variety of the latest home audio / video equipment.
                                                                                                                                            Index NASCAR Fans
 Television ownership                                            NASCAR Fans                               Non-Fans
                                                                                                                                               vs. Non-Fans
 HH owns television                                                     98%                                    97%                                     101 *
 HH owns 3 or more televisions                                          66%                                    58%                                     114 *



 Ownership of video / audio                                                                                                                 Index NASCAR Fans
                                                                  NASCAR Fans                              Non-Fans
 related consumer electronics                                                                                                                  vs. Non-Fans
 DVD player                                                              91%                                   87%                                       105 *
 Compact disc (CD) player                                                61%                                   46%                                       133 *
 Flat screen, large screen                                               37%                                   33%                                       112 *
 Compact / console stereo                                                34%                                   27%                                       126 *
 HDTV                                                                    32%                                   30%                                       107
 Stereo receiver / tuner / amp                                           32%                                   22%                                       145 *
 Home theater audio system                                               24%                                   15%                                       160 *
 Separate stereo components                                              20%                                   14%                                       143 *
 Audio component system                                                  16%                                   10%                                       160 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.      26
Computer Ownership
NASCAR fans are more likely to own a computer.

 Personal computer                                                                                                                         Index NASCAR Fans
                                                            NASCAR Fans                                    Non-Fans
 ownership                                                                                                                                    vs. Non-Fans
 Household owns computer                                           85%                                        77%                                      110 *




Among those people who have a personal computer at home, NASCAR fans are equally or
more likely to have a variety of computer related peripherals.

 Computer peripheral                               NASCAR Fans who Own                            Non-Fans who Own                         Index NASCAR Fans
 ownership                                          a Personal Computer                          a Personal Computer                          vs. Non-Fans
 Printer                                                           74%                                        67%                                       110 *
 Speakers                                                          61%                                        54%                                       113 *
 CD burner                                                         51%                                        49%                                       104
 CD-rom drive                                                      50%                                        45%                                       111 *
 DVD player                                                        38%                                        38%                                       100




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     27
Internet
NASCAR fans are more likely to use the internet.

                                                                                                                                            Index NASCAR Fans
 Category usage                                                       NASCAR Fans                             Non-Fans
                                                                                                                                               vs. Non-Fans
 Use the internet                                                            83%                                  77%                                  108 *

NASCAR fans are just as likely as non-fans to spend 10+ hours online each week.

 Amt of time spent on the internet                                NASCAR Fans who                         Non-Fans who                      Index NASCAR Fans
 per week (at work or home)                                        use the internet                      use the internet                      vs. Non-Fans
 10 or more hours                                                            26%                                  26%                                    100


                                                                  NASCAR Fans who                        Non-Fans who                       Index NASCAR Fans
 Leading online activities
                                                                   use the internet                     use the internet                       vs. Non-Fans
 Email                                                                       71%                                  68%                                   104 *
 News / Weather                                                              46%                                  40%                                   115 *
 Banking                                                                     38%                                  37%                                    103
 Shopping                                                                    32%                                  34%                                     94
 Travel info / Reservations                                                  31%                                  30%                                    103
 Sports                                                                      25%                                  13%                                   192 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     28
Cell Phone
NASCAR fans are more likely to have a cell phone.

                                                                                                                                            Index NASCAR Fans
 Cell phone ownership                                          NASCAR Fans                                   Non-Fans
                                                                                                                                               vs. Non-Fans
 Have a cell phone                                                    80%                                        73%                                    110 *


Beyond telephone calls, NASCAR fans are more likely to use their cell phones for a variety
of additional uses.

 Leading additional uses of cell                           NASCAR Fans who                             Non-Fans who                         Index NASCAR Fans
 phone                                                     have a cell phone                          have a cell phone                        vs. Non-Fans
 Camera / picture phone                                               28%                                        24%                                      117 *
 Nationwide coverage                                                  24%                                        17%                                      141 *
 SMS text messaging                                                   16%                                        15%                                      107
 Downloadable ringtones                                               14%                                        12%                                      117
 Games                                                                11%                                         9%                                      122




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.       29
Attitudes about home electronics
NASCAR fans are more likely to be interested in and knowledgeable about technology.


                                                                                                                                            Index NASCAR Fans
 Attitudes about home electronics                                                   NASCAR Fans                     Non-Fans
                                                                                                                                               vs. Non-Fans
 “I like to get as much information as possible
                                                                                           59%                          53%                              111 *
 about an electronic item before I buy it.”
 “I try to keep up with developments in
                                                                                           46%                          39%                              118 *
 technology.”

 “I love to buy new gadgets and appliances.”                                               28%                          25%                              112 *

 “My friends often ask for my advice before
                                                                                           18%                          16%                               113
 buying electronic equipment.”




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.      30
Home Improvement
      & DIY




                   31
Home Ownership
NASCAR fans are more likely to be homeowners.

                                                                                                                                        Index NASCAR Fans
 Type of residence                                                  NASCAR Fans                          Non-Fans
                                                                                                                                           vs. Non-Fans
 Own a house                                                               72%                               65%                                    111 *
 Rent an apartment                                                          9%                               15%                                     60 *


NASCAR fans are more likely to be planning a major home improvement project.

                                                                                                                                        Index NASCAR Fans
 Home Improvement                                                   NASCAR Fans                          Non-Fans
                                                                                                                                           vs. Non-Fans
 “I am always looking for new ideas
                                                                           60%                               55%                                     109 *
 to improve my home”
 Plan to make a major home
                                                                           11%                                8%                                     138
 improvement in the next year




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   32
Making Home Improvements
NASCAR fans are more likely than non-fans to engage in home improvement projects.

 Engaging in home                                                                                                                        Index NASCAR Fans
                                                            NASCAR Fans                                  Non-Fans
 improvement projects                                                                                                                       vs. Non-Fans
 Engage in home
                                                                    55%                                      46%                                     120 *
 improvement projects

Among those people who engage in home improvement projects, NASCAR fans are more
likely to do the projects on their own.

 Who did the home                                    NASCAR Fans Engaged                         Non-Fans Engaged                        Index NASCAR Fans
 improvement project                                   in Home Impvmt                             in Home Impvmt                            vs. Non-Fans
 Self or other HH member                                            75%                                      65%                                     115 *
 Outside contractor                                                 43%                                      48%                                      90 *

NASCAR fans are more likely to be planning a major home improvement project.

 Planning a major home                                                                                                                   Index NASCAR Fans
                                                            NASCAR Fans                                  Non-Fans
 improvement in the next yr                                                                                                                 vs. Non-Fans
 Plan to make a major home
                                                                    11%                                       8%                                      138
 improvement

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   33
Owning the tools to do the job
NASCAR fans are more likely to own lawn/garden and workshop equipment.

                                                                                                                                        Index NASCAR Fans
 Workshop equipment                                                 NASCAR Fans                          Non-Fans
                                                                                                                                           vs. Non-Fans
 Own lawn/garden equipment                                                 83%                               68%                                    122 *
 Own workshop equipment                                                    77%                               61%                                    126 *


NASCAR fans are more likely to own multiple types of tools and workshop equipment.

 Types of workshop equipment                                                                                                            Index NASCAR Fans
                                                                    NASCAR Fans                         Non-Fans
 owned                                                                                                                                     vs. Non-Fans
 Electric (hand-held) tools                                                76%                              56%                                    136 *
 Non-electric (hand-held) tools                                            59%                              42%                                    140 *
 Wet / dry shop vacuum                                                     55%                              34%                                    162 *
 Air compressor                                                            47%                              25%                                    188 *
 Arm saw/band saw/ table saw                                               42%                              27%                                    156 *
 Portable workbench                                                        18%                              10%                                    180 *
 Portable generator                                                        18%                               9%                                    200 *


Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   34
Construction Occupation
NASCAR fans are more likely to work in the construction industry.

 Employed in the construction                                                                                                             Index NASCAR Fans
                                                                       NASCAR Fans                           Non-Fans
 industry                                                                                                                                    vs. Non-Fans
 Work 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.

                                                                                                                                          Index NASCAR Fans
 Business purchase influence                                           NASCAR Fans                           Non-Fans
                                                                                                                                             vs. Non-Fans
 Influence over purchase of
                                                                              13%                                10%                                   130
 building/construction materials
Base: those in the construction industry. N/a indicated the base size too small to measure business purchase influence over b uilding / construction materials.




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.       35
Automobiles




              36
Vehicle Ownership
NASCAR fans are more likely to have a vehicle and have more vehicles.


                                                                                                                                           Index NASCAR Fans
 Vehicle ownership                                                              NASCAR Fans                      Non-Fans
                                                                                                                                              vs. Non-Fans
 HH owns or leases car, pickup truck, SUV, or
                                                                                       95%                          89%                               107 *
 van

 At least 3 vehicles in the household                                                  37%                          28%                               132 *




NASCAR fans are more likely to be heavy users of their vehicles.


                                                                                                                                           Index NASCAR Fans
 Indicators of heavy vehicle usage                                              NASCAR Fans                      Non-Fans
                                                                                                                                              vs. Non-Fans
 Traveled 500+ miles by car/van/truck in the
                                                                                       11%                           7%                               157 *
 past week

 “I often go on long car trips for vacation.”                                          43%                          31%                               139 *


Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    37
Automotive Lifestyles
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                                                                                                    Index NASCAR Fans
                                                                      NASCAR Fans                        Non-Fans
 automobiles                                                                                                                               vs. Non-Fans

 “I like driving.”                                                           71%                             57%                                     125 *

 “Before buying a car, I find out about
                                                                             49%                             48%                                     102
 the car’s safety rating.”
 “A used car is just as good as a new
                                                                             47%                             39%                                     121 *
 car.”
 “I like to get a new car every 2-3
                                                                             16%                             14%                                     114
 years.”

NASCAR fans are more likely to read magazines tailored to automobile enthusiasts and
watch SPEED.
 Attitudes and behaviors relevant to                                                                                                    Index NASCAR Fans
                                                                        NASCAR Fans                        Non-Fans
 automobiles                                                                                                                               vs. Non-Fans
 Read Automobile magazines                                                     18%                              8%                                  225 *
 Watch SPEED                                                                   15%                              3%                                  500 *
Note: Automotive magazines include stores such as Automobile, Autoweek, Car and Driver, Motor Trend, and Road & Track. Data reflects past 6 month results.

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   38
Purchasing Vehicles
NASCAR fans are more likely to plan to purchase their next vehicle new and/or used.

                                                                                                                                           Index NASCAR Fans
 Buying new/used vehicles                                                 NASCAR Fans                           Non-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).

                                                                                                                                           Index NASCAR Fans
 Timeframe for next vehicle purchase                                      NASCAR Fans                           Non-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%                                  118
 About 4 years from now                                                            6%                                6%                                  100
 More than 4 years from now                                                       22%                               21%                                  105




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     39
Motorcycle Ownership
NASCAR fans are more likely to have a motorcycle and have more motorcycles.
                                                                                                                                          Index NASCAR Fans
 Motorcycle ownership                                              NASCAR Fans                             Non-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.

                                                                                                                                          Index NASCAR Fans
 Motorcycle drivers license                                        NASCAR Fans                             Non-Fans
                                                                                                                                             vs. Non-Fans
 Have a motorcycle driver’s license                                        14%                                  5%                                    280 *


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.

 Watching motorcycle                                                                                                                      Index NASCAR Fans
                                                                   NASCAR Fans                             Non-Fans
 programming on television                                                                                                                   vs. Non-Fans
 Watch American Chopper                                                    13%                                  4%                                    325 *
 Watch Arena/Super-cross                                                    8%                                  2%                                    400 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    40
High dollar recreational item ownership
NASCAR fans are more likely to own high dollar recreational items.

  Recreational items household                                       Index NASCAR Fans
                                         NASCAR Fans   Non-Fans
  owns                                                                  vs. Non-Fans
  Pool or spa                               11%           8%               138 *
  ATV                                        8%           3%               267 *
  Boat                                       7%           4%               175 *
  Motor Home                                 4%           2%               200 *




Source: Scarborough Research, 2007 R2.                                                   41
  Money Management
& Business Professionals




                           42
Consumer banking
NASCAR fans are more likely to use a bank.


                                                                                                                                            Index NASCAR Fans
 Bank category usage                                                 NASCAR Fans                              Non-Fans
                                                                                                                                               vs. Non-Fans
 Use a bank                                                                 78%                                   70%                                  111 *



NASCAR fans are more likely to have checking and savings accounts.

                                                                 NASCAR Fans who                          Non-Fans who                      Index NASCAR Fans
 Types of bank accounts owned
                                                                    use a bank                             use a bank                          vs. Non-Fans
 Checking account                                                           69%                                   62%                                  111 *
 Savings account                                                            60%                                   54%                                  111 *




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     43
Credit Cards
NASCAR fans are more likely to use/have credit cards and debit cards.

                                                                                                                                           Index NASCAR Fans
 Credit / Debit card usage                                   NASCAR Fans                                  Non-Fans
                                                                                                                                              vs. Non-Fans
 Have credit cards                                                  74%                                       67%                                     110 *
 Have debit cards                                                   59%                                       55%                                     107 *

NASCAR fans are more likely to use credit cards more frequently.
                                                         NASCAR Fans who                             Non-Fans who                          Index NASCAR Fans
 Frequency of use
                                                         have a credit card                        have a credit card                         vs. Non-Fans
 Use a credit card at least
                                                                    82%                                       79%                                     104 *
 once in the past month

NASCAR fans are more likely to carry a balance on their credit card.
 Portion of credit card usually                          NASCAR Fans who                             Non-Fans who                         Index NASCAR Fans
 paid                                                    have a credit card                        have a credit card                        vs. Non-Fans
 Usually pay entire amount of
                                                                     56%                                      61%                                      92 *
 monthly bill
 Usually pay less than the
                                                                     53%                                      46%                                     115 *
 entire amount of monthly bill
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.    44
Loans
NASCAR fans are more likely to have a loan.

                                                                                                                                        Index NASCAR Fans
 Loan category usage                                                  NASCAR Fans                         Non-Fans
                                                                                                                                           vs. Non-Fans
 Have a loan                                                                 62%                              48%                                   129 *



NASCAR fans are equally or more likely to expect events to occur within the next year
that often involve a financial services institution.

 Upcoming events which often                                                                                                            Index NASCAR Fans
                                                                     NASCAR Fans                          Non-Fans
 require loans                                                                                                                             vs. Non-Fans
 Acquire a new or used vehicle                                               15%                              10%                                    150 *
 Make a major home improvement                                               11%                               8%                                    138
 Purchase a home                                                              7%                               6%                                    117
 Refinance a home                                                             3%                               2%                                    150




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   45
Financial Investments
NASCAR fans are more likely to be financial investors.

                                                                                                                                            Index NASCAR Fans
 Financial Investors                                                          NASCAR Fans                          Non-Fans
                                                                                                                                               vs. Non-fans
 Own financial investments                                                           47%                               37%                              127 *
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




NASCAR fans more likely to have a mutual fund or brokerage account.

                                                                                                                                            Index NASCAR Fans
 Mutual Funds / Brokerage accounts                                            NASCAR Fans                          Non-Fans
                                                                                                                                               vs. Non-fans
 Have a mutual fund or brokerage acnt                                                26%                               22%                              118 *




NASCAR fans are just as likely to use the internet for financial activities.

                                                                          NASCAR Fans who                     Non-Fans who                  Index NASCAR Fans
   Using the internet for financial activities
                                                                           Use the Internet                  Use the Internet                  vs. Non-fans
 For financial information or stock trading                                          13%                               12%                                108


Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.         46
Mutual Fund / Brokerage Account Types
NASCAR fans are more likely to have retirement accounts.

 Retirement vs.               Non-          NASCAR Fans who Have                           Non-Fans who Have Mut.                          Index NASCAR Fans
 retirement                                  Mut. Fun / Brok. Acct.                           Fund/Brok. Acct.                                vs. Non-fans

 Retirement                                                  77%                                            72%                                       107 *

 Non-retirement                                              27%                                            31%                                          87
Data presented in above table is based on those respondents who indicated the account type. Columns total more than 100% as s ome
investors have multiple types of accounts.




NASCAR fans are more likely to have a full service mutual fund / brokerage account.

 Full service vs.                           NASCAR Fans who Have                           Non-Fans who Have Mut.                          Index NASCAR Fans
 discount                                   Mut. Fund / Brok. Acct.                           Fund/Brok. Acct.                                vs. Non-fans

 Full service                                                70%                                            64%                                       109 *

 Discount                                                     6%                                             9%                                          67



Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    47
Insurance

NASCAR fans are more likely to have insurance.

                                                                                                                                           Index NASCAR Fans
 Types of insurance owned                                                       NASCAR Fans                     Non-Fans
                                                                                                                                              vs. Non-Fans
 Auto                                                                                   87%                         75%                               116 *
 Health                                                                                 77%                         72%                               107 *
 Homeowners                                                                             64%                         54%                               119 *
 Life                                                                                   62%                         53%                               117 *


NASCAR fans are more likely to understand the importance of being well-insured.

                                                                                                                                           Index NASCAR Fans
 Attitudes about being insured                                                  NASCAR Fans                     Non-Fans
                                                                                                                                              vs. Non-Fans
 “It is important to be well-insured when it
                                                                                        77%                         69%                               112 *
 comes to homeowners or renters insurance.”
 “It is important to be well-insured when it
                                                                                        61%                         57%                               107 *
 comes to life insurance.”



Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.    48
Business Decision Makers
NASCAR fans are more likely to be employed.

                                                                                                                                          Index NASCAR Fans
 Employment status                                                            NASCAR Fans                      Non-Fans
                                                                                                                                             vs. Non-Fans
 Have a job                                                                          70%                           62%                                113 *


NASCAR fans are more likely to have influence over business purchase decisions.

                                                                                                                                          Index NASCAR Fans
 Business decision makers                                                     NASCAR Fans                      Non-Fans
                                                                                                                                             vs. Non-Fans
 Have business purchase influence                                                     26%                          21%                                124 *


NASCAR fans are just as likely to be small business owners and to have an officer level
position in a company.

 Small business owners and                                                                                                                Index NASCAR Fans
                                                                               NASCAR Fans                     Non-Fans
 business professionals                                                                                                                      vs. Non-Fans
 Small business owner                                                                  6%                           5%                                 120
 Have an officer level position in a company                                           3%                           2%                                 150


Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   49
Attitudes about Personal Finance
NASCAR fans are more likely to accept responsibility for personal finance and seek out
information about financial news and services.


                                                                                                                                            Index NASCAR Fans
 Attitudes relevant to personal finance                                                NASCAR Fans                   Non-Fans
                                                                                                                                               vs. Non-fans

 “Financial security after retirement is the
                                                                                              72%                        64%                            113 *
 responsibility of each individual.”

 “I like to know as much as possible about a
                                                                                              61%                        54%                            113 *
 financial service/invstmnt before I commit to it.”

 “I teach my children to be careful with money.”                                              52%                        47%                            111 *

 “I read the financial section of my newspaper.”                                              25%                        21%                            119 *




Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.     50
   Demographics &
Additional Information




                         51
Fan Base Demographics
                                                                                             U.S   NASCAR
                                                                          Age Composition                   Index
                                                                                             Pop    Fans
• The NASCAR fans base is 60% Male,
                                                                          18-24              13%    13%     100
  40% Female                                                              25-34              18%    18%     100
                                                                          35-44              17%    18%     106
 NASCAR fans are just as likely to be                                    45-54              22%    24%     109
  18-34 and 18-44.                                                        55-64              13%    13%     100
                                                                          65+                17%    14%      82
 NASCAR fans are middle class and just                                   18-34              31%    31%     100
                                                                          18-44              48%    49%     102
  as affluent as the U.S. population:
  47% earn $50,000+ per year.                                             Income
                                                                                             U.S   NASCAR
                                                                                                            Index
                                                                                             Pop    Fans
                                                                          Under $30,000      31%    31%     100
 NASCAR is a sport the whole family can                                  $30,000-$50,000    22%    22%     100
  enjoy: 38% have children under the                                      $50,000-$70,000    16%    17%     106
  age of 18.                                                              $70,000-$100,000   15%    15%     100
                                                                          $100,000+          16%    15%      94
                                                                          $50,000+           47%    47%     100
 NASCAR fans live in regions that mirror
  the U.S. population, as they are within                                 Region
                                                                                             U.S   NASCAR
                                                                                                            Index
                                                                                             Pop    Fans
  2 percentage points of the U.S.                                         Northeast          18%    16%      89
  population in every region.                                             Midwest            22%    24%     109
                                                                          South              38%    40%     105
                                                                          West               22%    20%      91

                                                                                             U.S   NASCAR
                                                                          Children                          Index
                                                                                             Pop    Fans
                                                                          Kids <18 at home   37%    38%     103


Source: 2007 ESPN Sports Poll (18+). Index = NASCAR fans vs. U.S. population                                        52
Pet Ownership
NASCAR fans are more likely to own a pet.

                                                                    NASCAR Fan                         Non-Fan                     Index NASCAR Fans HHs
 Household has a pet
                                                                    Households                        Households                       vs. Non-Fan HHs
 Own a pet                                                                 61%                              53%                                    115 *


NASCAR fans are more likely to own dogs and/or cats.

                                                                    NASCAR Fan                         Non-Fan                      Index NASCAR Fans HHs
 Types of pets owned
                                                                    Households                        Households                        vs. Non-Fan HHs
 Have a dog                                                               45%                               36%                                    125 *
 Have a cat                                                               32%                               26%                                    123 *
 Have at least one dog and one cat                                        19%                               13%                                    146 *


NASCAR fans are more likely to purchase pet supplies.

                                                                    NASCAR Fan                         Non-Fan                     Index NASCAR Fans HHs
 Pet supplies
                                                                    Households                        Households                       vs. Non-Fan HHs
 Purchase pet supplies                                                     53%                              45%                                    118 *


Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.   53

				
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