Download
1 / 24
240 likes | 369 Vues
Prepared by Harris Interactive, Inc. August 16, 2007. Responsible Sports Fan Study. A survey of adult Americans’ behaviors at sporting events and related celebrations. Table of Contents. Background, Objectives and Methodology. Methodology.
E N D
Prepared by Harris Interactive, Inc. August 16, 2007 Responsible Sports Fan Study A survey of adult Americans’ behaviors at sporting events and related celebrations
Methodology • This survey was conducted online within the U.S. by Harris Interactive® via its QuickQuerySM online omnibus service on behalf of Anheuser-Busch. • This study was fielded from July 31 through August 2, 2007 among 2,304 U.S. adults aged 21 and over, of whom 924 were sports fans. • Sample was drawn from the Harris Poll Online (HPOL) database. • Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online. • With a pure probability sample of 3,104 one could say with a ninety-five percent probability that the overall results would have a sampling error of +/- 3 percentage points. Sampling error for data based on sub-samples would be higher and would vary. However, that does not take other sources of error into account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated.
Key Findings • US adults who have attended a sporting event in the past year report acting responsibly before, during and after the games. • 93% pre-game; 98% during; and 91% post-game • About one-in-three adults who have gone to a sporting event, also attended a tailgate or pre-game party. • Similarly, slightly less, one-quarter attended a post-game party. • Adults drink alcohol beverages more before and after the sporting event than during. • 74% pre-game; 36% during; and 77% post-game • The majority of US adults who attend sporting events and drink report high levels of responsible behavior. • 92% pre-game; 94% during; and 89% post-game • US adults are responsive to the “Good Sport” program concept.
One-in-five adults have attended a sporting event in the past year Which of the following sporting events have you attended in the past year? Those US adults more likely to attend a sporting event in the last year are: • At an annual income >$75k (58%) • College graduates (54%) • Employed Full time (51%) • Adults aged 45 – 54 (51%) • Parents (48%) • Males (46%) • Married (43%) Q805: Base- Respondents aged 21+ (n=2,304) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
More than one-third of adults who attended a sporting event last year also attended a tailgate or pre-game party On the day of the sporting event, do you typically attend a tailgating or other pre-game party? 36% Adults more likely to attend a tailgate/pre-game party are: • Single or have never been married (51%). • Younger - 21-34 (47%) and 35 – 44 (49%) year olds. • College grads (43%). • Earn $50k - $74.9K per year (44%). • Employed full-time (41%). Q810: Base- Have attended sporting event in the past year (n=924) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
The majority of adults who attend tailgate and pre-game parties before sporting events report behaving in a responsible, safe manner Now please think about your behavior during tailgate and other pre-game parties you attend. Would you say your behavior is responsible and safe? Q815: Base- Attend tailgate or pre-game parties (n=329) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Three-quarters of adults who attend tailgate and pre-game parties are consuming alcohol beverages Do you typically drink alcohol beverages at tailgate or other pre-game parties you attend? Male adults are more likely than female adults to consume alcohol at tailgating or other pre-game parties they attend (84% vs. 61%). Young adults (ages 21 – 34) are more likely than older adults (ages 45 – 54) to drink alcohol beverages at tailgating or other pre-game parties (86% vs. 59%). Q820: Base- Attend tailgate or pre-game parties (n=329) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Of those who drink alcohol beverages at tailgate or pre-game parties, more than nine-in-ten report drinking responsibly When you drink alcohol beverages at tailgate or pre-game parties, do you drink responsibly and in moderation? Q825: Base- Drink alcohol beverages at tailgate or pre-game parties (n=245) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Virtually all respondents who have attended a sporting event in the past year report behaving responsibly and safely during the game Now please think about your behavior during sporting events you attend. Would you say your behavior is responsible and safe? Q830: Base- Have attended sporting event in the past year (n=924) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Of those who attended a sporting event in the past year, two-thirds do not drink alcohol beverages during the game Do you typically drink alcohol beverages in the stadium or arena during the sporting events you attend? US adults aged21-44 are more likely than those aged 45+ to drink alcohol beverages in the stadium or arena during sporting events (50% vs. 23%). Men are more likely than females to consume alcohol during sporting events (42% vs. 29%). Adults who make more than $75k per year are more likely to drink alcohol beverages during a sporting event (47%). Q835: Base- Have attended sporting event in the past year (n=924) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Of those adults who do drink alcohol beverages during the sporting event, the majority report drinking responsibly and in moderation When you drink alcohol beverages at sporting events, do you drink responsibly and in moderation? Respondents who are married drink responsibly and in moderation at sporting events compared to those who are single and have never been married (99% vs. 88%). Q840: Base- Drink alcohol beverages in stadium/arena during sporting event (n=333) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Slightly fewer adults attend post-game parties compared to those who attend tailgating/pre-game parties Do you typically attend a post-game party? 26% Single respondents are twice as likely as those married or divorced adults to typically attend post-games parties (40% vs. 20%). Male adults are more likely than female adults to attend post-game parties (30% vs. 20%). Adults living in the West region attend post-game parties more often (32%). Q845: Base- Have attended sporting event in the past year (n=924) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Of those who do attend post-game parties, the majority report behaving responsibly and safely Now please think about your behavior during post-game parties you attend. Would you say your behavior is responsible and safe? Q850: Base- Attend post-game parties (n=237) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
Of those who drink alcohol beverages at post-game parties, most report drinking responsibly When you drink alcohol beverages at post-game parties, do you drink responsibly and in moderation? Do you typically drink alcohol beverages at post-game parties you attend? Q860: Base- Drink alcohol beverages during post-game parties (n=182) Q855: Base- Attend post-game parties (n=237) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 21+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
The majority of adults believe a “Good Sport” program is beneficial for sport fans generally Do you think a program called Good Sport that is designed to encourage positive fan behavior at sporting events through fan communications, training for concessionaires and security staff, and safe-ride home programs is a good way to promote personal responsibility, respect for other fans and respect for the law? Adults likely to support this program are: • Respondents living in the Northeast region (86%) • Those aged 35 years and older (86%) • Those with an annual income greater than $50k (86%) Q865: Base- All Qualified Respondents (n=2,304) Source: Responsible Sports Fan Study, a survey of American sports fans, aged 18+, conducted by Harris Interactive for Anheuser-Busch, July-August 2007.
