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AUDIENCE, DEMOGRAPHICS & CIRCULATION
Sports Collecting Habits
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Sports collectibles other than cards
Other than sports cards, members of Beckett's total audience (print and online) are most likely to collect sports autographs (78%) and sports memorabilia (61%).
Sports collectibles expenditures
Around half of Beckett's total audience spend over $100 per month each on sports collectibles. On average, website visitors ($160) spend more per month than magazine readers ($124 average).
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Other Spending Habits
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Sports goods expenditures
Over the past 12 months, the typical member of Beckett's total audience spent $344 on sporting goods. Nearly three-fourths (71%) spent $100 or more over the last 12 months.
Mail-Order/Web expenditures
Each Beckett audience member spent an average of $458 via the web or mail-order over the past 12 months. Website visitors are more likely to purchase products via the web/mail-order than magazine readers.
Fast Food Expenditures
Beckett audience member households typically purchase fast food 3 times per week. Nearly 9 in ten (86%) households buy fast food at least once per week.
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Magazine/Website Attitudes and Usage
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Magazine Reference Data
Each Beckett audience member refers back to their Beckett magazine issue an average of 30 times.
Pass-along Readership Data
One-third of Beckett's magazine readers share their issues with someone else in their household.
74% male; More than 50% are under 25 years old
Household members are usually sons/daughters, parents or spouses of the primary reader.
Many Beckett readers are parents sharing their Beckett issues with their sons/daughters.
Youth Age Demographics by Publication
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Sports Participation and Sports Related Activities/Interests
| Actively participated in sports in the last 12 months | 78.5% |
Top sports participation by activity:
Fantasy Sports
| Participation in fantasy sports leagues in the last 12 months | 63.3% |
Fantasy sports participation by sport:
| Baseball | 40.7% |
| Football | 37.1% |
| Basketball | 20.6% |
| Hockey | 13.3% |
| Racing | 11.7% |
| Golf | 7.2% |
| None | 36.7% |
| Average number of hours watching sports on television per week | 8.4 |
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Video Gaming
| Percentage of households that own one or more popular video game platforms | 72.7% |
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| Video game system ownership by console name: |
| Microsoft XBOX | 8.6% |
| Nintendo 64 | 19.0% |
| Nintendo Gameboy Advance/Gameboy | 26.0% |
| Nintendo Game Cube | 7.3% |
| Sony Playstation One | 36.0% |
| Sony Playstation 2 | 32.7% |
| Sega Dreamcast | 10.3% |
| Sega Saturn | 1.9% |
| None | 27.3% |
| *Other | 15.0% |
| * Key other responses: PC Gaming, Sega Genesis and Super Nintendo |
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| Percentage of Beckett audience that play sports related video games | 75.9% |
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| Video games played by sport: |
| Baseball | 52.7% |
| Basketball | 39.1% |
| Football | 52.8% |
| Golf | 27.7% |
| Hockey | 28.9% |
| Racing | 34.0% |
| None | 24.1% |
| **Other | 6.2% |
| ** Key other responses: Boxing, snowboarding, skateboarding, soccer, tennis and wrestling |
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Geographic Dispersion of Beckett Audience:
| Geographic Region: | Print | Online | Consolidated |
| New England (CT, ME, MA, NH, RI, VT) | 5.6% | 5.7% | 5.7% |
| Middle Atlantic (NJ, NY, PA) | 15.2% | 13.4% | 14.0% |
| E. N. Central (IL, IN, MI, OH, WI) | 20.4% | 16.5% | 17.7% |
| W. N. Central (IA, KS, MN, MO, NE, ND, SD) | 8.6% | 7.5% | 7.8% |
| S. Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV) | 14.4% | 15.1% | 14.9% |
| E. S. Central (AL, KY, MS, TN) | 5.6% | 5.5% | 5.5% |
| W. S. Central (AR, LA, OK, TX) | 7.3% | 8.5% | 8.1% |
| Mountain (AZ, CO, ID, MT, NV, NM, UT, WY) | 5.5% | 5.5% | 5.5% |
| Pacific (AK, CA, HI, OR, WA) | 13.8% | 13.6% | 13.7% |
| International & military | 3.0% | 7.3% | 6.0% |
| No response | 6.0% | 1.3% | 1.1% |
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Source: Beckett Readership Survey - July 2002
Survey conducted in Beckett magazines and online at Beckett.com
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