Tuesday Takeaway,
from Luminate
As the calendar turns to September many sports fans across the US will be living their best lives. Consider that through September and October the NFL, MLB, NBA and NHL will all have regular season or post-season games. Add in the college football season hitting its stride through September and it’s a wonderful time of the year for sports fans.
College football has developed a fiercely passionate and loyal fanbase through decades of rich traditions and rivalry. The game caters to fans of all ages and those in many different demographic groups, who can be attracted to the sport and surrounding community for different reasons. Using Luminate Insights consumer research data, let’s dive into the music listener behaviors of college sports fans, including a breakdown based on gender identity, and specifically those who also identify as music listeners within these groups.
College sports fans that identify as female show an increased desire to connect with others through sports. Based on consumer research, female-identifying music listeners are 63% more likely to say they engage with sports to, “help me find and interact with a community of new people who share similar interests” when compared to the average US citizen. Additionally, they are 38% more likely to respond that engaging with sports, “allows me to connect with family / friends.” College sports fans that identify as male and listen to music are almost twice as likely to cite that engaging with sports, “allows me to be competitive” (92% more likely to respond this way).
And while it comes as no surprise that college sports fans, regardless of gender identity, spend more on sports each month than the average US citizen, what is interesting is that female music listeners spend 20% more on live music events than their male counterparts. Female college sports fans who listen to music reported spending $30 per month on live music events while males reported $25.
Source:
Luminate Music Connect
Luminate Entertainment 365
