• by Jack Loechner , Staff Writer @mp_research, July 5, 2004

Rockers Are Active, Have Three Cars and Money, and Consume Sports Drinks

In studying lifestyle behaviors of consumers in the United States through 2003, Scarborough Research finds that rock concert attendees lead active lives and are in high income brackets and are more than twice as likely as all consumers to have gone snow skiing, in-line skating, or to have played tennis during the past year.

Alisa Joseph, Vice President, Advertiser Marketing Services, Scarborough Research, said "Marketers across the U.S. take advantage of the summer concert season using consumer research to better understand the lifestyles, media patterns and shopping preferences of concert attendees..."

Rock concert attendees:

• are 49 percent more likely than all consumers to have gone swimming during the past year
• 63 percent more likely to have bicycled
• 67 percent more likely to have gone jogging
• 85 percent more likely to have participated in adult team sports

In addition,

• Twenty-one percent of rock concert attendees have an annual household income of $100K + and are 58 percent more likely than all adults to be in this income bracket
• Rock concert attendees, on average are 36 years old, and they are 60 percent more likely than all adults to be single

The study reported that San Francisco is the top market for rock concert attendance, with 19 percent of adult consumers there attending a rock concert during the past year. Next closest rocking cities are Minneapolis, Austin, TX, Milwaukee and Chicago.

For both major and niche marketers, this segment is 45 percent more likely than all consumers to have three or more cars in their household. They are 21 percent more likely than all consumers to have consumed bottled or canned tea during the past week and 43 percent more likely to have consumed a sports drink during the past seven days.

You can find out more here.