Hockey Sharpens Consumer Profile

Sep 30, 2008  •  Post A Comment

Looking to kindle some advertiser interest in a sport often overshadowed by football, baseball and basketball, the National Hockey Association has released parts of a research study that shows fans of its sport do more than drink beer and spit teeth.
The study, from Experience Consumer Research, paints a picture of the hockey fan as having higher median income than fans of those other sports or Major League Soccer, which was thrown into the mix for good measure.
Also, hockey’s younger fanbase is more likely to buy stuff online, the study found.
The study should provide some assistance to the television networks that carry NHL games: NBC on broadcast, Versus on cable, plus the NHL Network. Numerous regional cable sports networks and local stations also televise hockey.
The survey took in fans who described themselves as “very interested,” “somewhat interested” and “a little bit interested” in the sport.
Using that criterion, the NHL fans in the survey had a mean household income of almost $89,000 a year. That iced soccer, which finished second with a mean income of almost $87,000. NBA fans were third at about $84,000, followed by Major League Baseball at$82,000 and $81,000 for the NFL.
Hockey fans also tend to be younger than fans of all the other sports except soccer. According to the study, they are 3% more likely to be in the 18- to 34-year-old demographic and 28% more likely to be in the 35- to 44-year-old demographic.
Those hockey fans are 27% more likely to own and play video games than fans of the other sports. They are 35% more likely than the average adult to own a PlayStation and 34% more likely to own an Xbox; also, they are 6% less likely to be holding onto an outdate console such as the Sega.
Hockey fans also like to do their shooting, scoring and shopping online.
According to the survey, 31% more hockey fans agreed with the statement that they do more shopping on the Internet than they’ve done before. They also said they return to sites that make it easy to find what they need.
Almost 60% of NHL fans said they’ve actually ordered something online. That’s 37% higher than the general population and more than the fans of any other sport.
Hockey fans also said they get more of their news from the Internet.
It follows that NHL fans also are among the most tech-savvy adults.
They are 32% more likely than the average consumer to agree with the statement that they try to keep up with developments in technology. The also have an above-average response to the idea that they love to buy new gadgets and appliances, and that they believe they’re the first of their friends to have new electronic equipment.
A bigger percentage of hockey fans said they own personal digital assistants, portable MP3 players, digital cameras and cell phones than did the average adult.


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