Saturday, March 24th, 2012 - Roy Morgan Research
Of all sports and activities available to Americans, the simple act of walking is by far the most popular. However when it comes to watching sports on TV, football reigns supreme.
 
Roy Morgan Research data from 2011 shows that of the US population (14+), 42% of males and 58% of females walk for exercise either occasionally or almost always. The group with the highest proportion of walkers was females aged 25-34 (62%).

Swimming came in at second spot with 15% of males and 23% of females taking a dip, and Gym/Weight Training third with 12% of the male and female population sweating it out.


Sports and Activities Participated In


Source: Roy Morgan Research, 2011, n = 2,623.


Watching sports on TV was a very different picture. The most popular sport was football (NFL and College) with 50% of males and 35% of females watching it occasionally or almost always. The most devoted group of football viewers was males aged 65+, with 73% of them watching football on TV.

Baseball (American and National League) was the next placed TV sport with 34% of males and 22% of females tuning in to watch. This was followed by basketball (NBA, WNBA and College) with 32% of males and 19% of females nominating it as a sport they watch on TV.


Sports Watched on TV Occasionally or Almost Always


Source: Roy Morgan Research, 2011, n = 2,623.


As well as sports participation and TV viewing, Roy Morgan Research also collects in-depth data on supporters of various sporting teams, including those from NFL, Major League Baseball and NBA. These profiles are a broad overview of their demographics, attitudes, activities and media usage.

For example, when looking at the New York Giants Supporter Profile we see that 39% of supporters hold a diploma or a degree (29% more likely than a member of the general population (18+) to hold a diploma/degree) and 36% always read the business section of the newspaper (45% more likely than members of the general population). Whereas a brief look at the New England Patriots Supporter Profile tells us that 51% of them watch NBC (14% more likely than the general population) and 65% have vacationed within America in the past 12 months (22% more likely than the general population).

Supporters of various Major League Baseball teams are also captured in Roy Morgan research. When looking at the Supporter Profile of World Series winners, the St Louis Cardinals, we learn that 71% try to buy American made products where possible (13% more likely than the general population), only 3% eat only, or nearly only, vegetarian meals (59% less likely than the general population) and 31% are smokers (53% more likely than the general population). The New York Yankees Supporter Profile illustrates that 32% of Yankees supporters are aged 35-49, 34% like to do as many sports as possible (43% more likely than the general population) and 34% are heavy newspaper readers (39% more likely than the general population the population).

Other supporter profiles include NBA teams. The Chicago Bulls Supporter Profile shows that 84% of supporters like to be well insured (13% more likely than the general population), 57% often buy take out to eat at home (44% more likely than the general population) and 51% enjoy buying magazines (25% more likely than the general population). When viewing the San Antonio Spurs Supporter Profile we see that while 69% of supporters reside in the country’s south, 31% come from other regions. Also, 77% believe crime is a growing problem in their community (35% more likely than the general population) and 75% always watch the news on TV to keep up-to-date (25% more likely than the general population).


Portia Morgan, VP Business Development, Roy Morgan Research, says:
 
“Americans today have an abundance of choice when it comes to selecting sports and activities to participate in. Whether it is team sports, gym workouts or individual pursuits, there is generally something for everyone. However when in comes to the most popular form of exercise, walking is preferred by both males and females.

“More than any other sport on television, football is watched by the highest proportion of both males and females. Around 50% of males and 35% of females tune in to football, which is higher than second placed baseball (males 34%, females 22%) and third placed basketball (males 32%, females 19%).”

 


Detailed Roy Morgan NFL Supporter Profiles provide an in-depth look into the demographics, attitudes, activities and media usage of people who support various teams in the NFL, including New York Giants, New England Patriots, Baltimore Ravens, Houston Texans, Denver Broncos, Green Bay Packers, New Orleans Saints, San Francisco 49ers and many more.

Detailed Roy Morgan Major League Baseball Supporter Profiles are a comprehensive overview of people who support various Major League Baseball teams including St Louis Cardinals, Texas Rangers, New York Yankees, Detroit Tigers, Philadelphia Phillies, Milwaukee Brewers, Arizona Diamondbacks and many more.

Detailed Roy Morgan’s NBA Supporter Profiles take a broad look at the many characteristics of supporters of the various NBA teams including Chicago Bulls, Miami Heat, Orlando Magic, San Antonio Spurs, Los Angeles Lakers and many others.

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

sport, football, American football, walking, fitness

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