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CONSUMERSBRANDS

Targetaudience:SportsfansinItaly

ConsumerInsightsreport

May2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumersthatfollowsportscompetitions,leaguesorteams.

ThereportoffersthereaderacomprehensiveoverviewofsportsfansinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarksportsfansinItaly(’’targetaudience’’)againsttheaverageItalianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingItaly)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofMay2024

SportsfansinItaly

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

31%ofsportsfansareMillennials.Morethantwo-thirdsofsportsfansare

male.

Manysportsfanshaveahighannualhouseholdincome.

Sportsfansliveinalltypesofurbanandruralcommunities.

Havingagoodtimeisarelativelyimportantaspectoflifetosportsfans.

65%ofsportsfansarealsointerestedintraveling.

Sportsfansaremorelikelytohavesportsandfitnessasahobbythantheaverageconsumer.