NASCAR fans are top-spenders in big-ticket retail categories, avid tech consumers, and influencers when it comes to making business purchasing decisions, according to (pdf) a Scarborough Sports Marketing study of the demographics, shopping behaviors and media habits of fans.
Automotive, jewelry, athletic clothing, and personal technology items are some of the big-ticket categories in which NASCAR fans are eagerly spending, according to Scarborough’s findings:
They are 15% more likely than the average consumer to plan to buy a new vehicle during the next year, and 16% more likely to spend $30,000 or more on their next vehicle purchase.
They are 19% more likely to have spent $500 or more on jewelry during the past year, and 32% more to have spent $500 or more on athletic clothing during the past year.
They are 9% more likely than the national average to have a monthly cellular bill of $150 or more.
Scarborough also found that NASCAR fans are avid consumers of personal technology, and plan a wide variety of purchases:
They are 24% more likely than the national average to plan to purchase a video game system during the next year.
They are 39% more likely to plan to buy a satellite radio subscription.
They are 18% more likely to plan to buy a PDA (personal digital assistant).
They are 14% more likely to plan to buy an MP3 player.
Among other findings:
NASCAR fans are 13% more likely than the national average to be small business owners: As such, almost half (43%) of NASCAR fans read the business section of the newspaper. And they are 7% more likely than the average to read the business section.
Washington DC, San Francisco, Atlanta and Charlotte top the local markets for NASCAR fans with annual household incomes of $100K or more: 11% of the DC market are NASCAR fans at this income level. 10% of adults in San Francisco, Atlanta and Charlotte are NASCAR fans earning $100K or more annually. Nationally, 6% of all adults are NASCAR fans at this income level.
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