By Ken Y-N ( October 29, 2010 at 23:43)
· Filed under Lifestyle, Polls
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Macromill Research recently took a look at sports marketing.
Demographics
Between the 3rd and 5th of September 2010 2,000 members of the Maromill monitor group completed a private internet-based questionnaire. The sample was exactly 50:50 male and female in each age band, with 20.0% aged between 15 and 29 years old, 20.0% in their thirties, 20.0% in their forties, 20.0% in their fifties, and 20.0% in their sixties.
In Q9 Macromill were having a quick look at a subject I covered earlier, Yama Girls, but they also found that there really didn’t seem to be much of a movement there.
Research results
Q1: How keen are you on watching or playing sports? (Sample size=2,000)
| Keen on both watching and playing |
9.4% |
| More keen on playing than watching |
16.8% |
| More keen on watching than playing |
34.3% |
| Keen on neither watching nor playing |
39.6% |
Q2: How much do you spend per year on the following? (Sample size=various)
| |
Average per person |
Total market in Japan |
| Stadium spending (to SQ) |
28,538 yen
N=535 |
591.7 billion yen |
| Sporting goods |
33,581 yen
N=819 |
1,210.7 billion yen |
| Facility usage fees, membership fees |
55,249 yen
N=653 |
1,545.2 billion yen |
The extrapolation to national figures was performed using government population statistics.
Q2SQ: How much do you spend at stadiums on the following? (Sample size=535)
| |
Per visit |
Per year |
| Tickets |
2,833 yen |
9,558 yen |
| Transport fees |
1,894 yen |
8,551 yen |
| Food and drink |
1,633 yen |
6,376 yen |
| Goods |
549 yen |
2,339 yen |
| Souvenir items |
459 yen |
1,713 yen |
Q3: What is your most favourite sport, regardless of watching or playing? (Sample size=2,000, free answer, top five)
| Baseball |
16.9% |
| Football |
11.2% |
| Golf |
6.1% |
| Walking |
4.4% |
| Skating, figure skating |
4.4% |
Q4: What sports do you watch? (Sample size=2,000, free multiple answer, top five)
| Baseball |
42.1% |
| Football |
36.0% |
| Skating, figure skating |
18.6% |
| Golf |
17.1% |
| Volleyball |
16.1% |
Q5: What sports do you play, do? (Sample size=2,000, free multiple answer, top five)
| Walking |
21.9% |
| Jogging, running, marathon |
9.8% |
| Golf |
8.2% |
| Aerobics, gymnastics, circuit training |
7.6% |
| Swimming |
6.9% |
Q6: What sports do you want to play, do in the future? (Sample size=2,000, free multiple answer, top five)
| Walking |
28.2% |
| Yoga, Tai Chi |
16.9% |
| Jogging, running, marathon |
15.2% |
| Swimming |
14.7% |
| Hiking, mountaineering |
11.9% |
There was then supposed to be a table of people’s favourite sports brand, but it was omitted from the file. However. top was Adidas, next Nike, Ascics, and Mizuno.
Q7: Which Japanese pro baseball team do you support the most? (Sample size=2,000)
| Hanshin Tigers |
9.5% |
| Yomiuri Giants |
9.4% |
| Chunichi Dragons |
3.3% |
| Fukuoka Softbank Hawks |
3.1% |
| Tohoku Rakuten Golden Eagles |
2.8% |
| Hokkaido Nippon Ham Fighters |
2.5% |
| Hiroshima Toyo Carp |
2.4% |
| Saitama Seibu Lions |
1.1% |
| Other |
3.3% |
| Don’t support any |
62.8% |
Weighting for population, we get the following figures for the whole country for people between 15 and 69.
Pro baseball team support
| Yomiuri Giants |
8.51 million fans |
| Hanshin Tigers |
8.29 million fans |
| Chunichi Dragons |
3.18 million fans |
| Tohoku Rakuten Golden Eagles |
2.49 million fans |
| All teams |
33.53 million fans |
Q8: Which J-League football team do you support the most? (Sample size=2,000)
| Nagoya Grampus Eight |
2.0% |
| Gamba Osaka |
1.6% |
| Urawa Reds |
1.5% |
| Kagoshima Antlers |
1.5% |
| Other team |
10.5% |
| Don’t support any |
83.1% |
Weighting for population, we get the following figures for the whole country for people between 15 and 69.
Pro football team support
| Nagoya Grampus ight |
1.77 million fans |
| Gamba Osaka |
1.47 million fans |
| Urawa Reds |
1.35 million fans |
| Kagoshima Antlers |
1.13 million fans |
| All teams |
15.21 million fans |
Mountaineering and hiking didn’t get into the top five in Q5, but 115 people or 5.8% reported taking part. The following data was a breakdown of these 115. First, demographically 67.0% were male, 8.7% 29 years old or younger, 12.2% in their thirties, 18.3% in their forties, 24.3% in their fifties, and 36.5% in their sixties.
Q9: What do you like about, what are the attractions of hiking, moutaineering? (Sample size=115, multiple answer)
| |
Male
N=77 |
Female
N=38 |
| Cheer myself up, relieve stress |
66.2% |
78.9% |
| Forget about time and lose myself in it |
27.3% |
39.5% |
| Feeling of achievement on getting to the top |
70.1% |
76.3% |
| Building up my physical strength |
31.2% |
34.2% |
| Looking at nature (plants, wild animals, birds) |
50.6% |
71.1% |
| View from the summit |
63.6% |
57.9% |
| Taking photos |
29.9% |
21.1% |
| Eating al fresco |
16.9% |
26.3% |
| Outdoor fashion |
2.6% |
5.3% |
| Outdoor gear, equipment |
7.8% |
7.9% |
| Eating, visiting hot springs after climbing |
32.5% |
39.5% |
| Improving my skills to tackle tougher mountains |
11.7% |
13.2% |
| Other |
3.9% |
5.3% |
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