Wednesday, September 30th, 2015

Know thy enemy: with the West Coast Eagles and Hawthorn Hawks preparing for 2015’s ultimate Aussie Rules match this Saturday, Roy Morgan Research has the lowdown on their supporters.

653,000 Australians 14+ support the West Coast Eagles, compared with 498,000 behind the Hawthorn Hawks. West Coast’s fan-base is also a bit more gender neutral, with women making up 44% compared with 40% of the Hawks’.

But only around 1 in 5 West Coast fans actually went to a match (21%) compared with more than 1 in 3 Hawthorn supporters (35%). Clearly, the Hawks’ supporters have been more, well, supportive: they are around twice as likely as West Coast fans to be a financial member of the club (15% vs 7%), to play AFL themselves (9% vs 7%), or to have placed a bet on AFL in the past year (6% vs 3%). The two sides share virtually the same proportion of fans that watch AFL matches on TV (81% vs 79%).

The team spirit of West Coast fans may perhaps be dimmed because they’re too busy enjoying the good life: compared with Hawthorn supporters they’re more likely to have a swimming pool (17% vs 13%) or barbecue (74% vs 69%), or to have had an overseas holiday in the past year (27% vs 23%). They donate almost $50 more per year to charity, and spend $16 more going out in an average week (although Hawks supporters spend $10 more on at-home entertainment).  

A quick guide to the supporters of 2015 AFL Grand Final Teams:

Source: Roy Morgan Single Source (Australia), July 2014 – June 2015, n=15,867 Australians 14+ including 546 who support West Coast Eagles and 386 who support Hawthorn Hawks.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“With Hawthorn now going for its third consecutive Premiership, it’s perhaps not surprising that their supporters seem to be the more fervent fans—more likely to go to games, watch on TV, bet on them, pay club dues or play AFL themselves.  

“By comparison, it’s been almost a decade since West Coast played in a Grand Final. It will be interesting to track the change in attendance and viewing rates should the Eagles beat the home-town favourites at the MCG this Saturday.

Roy Morgan’s Single Source is Australia’s most extensive study of the country’s sports fans, covering everything from demographics, attitudes, activities, health, retail habits and media consumption.”

Contact Profile

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


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