Sporting Goods shoppers: Households with kids driving traffic

According to a new National Report from The Media Audit, presence of children and household size are determining demographic factors for frequently shopping a sporting goods store. Among all U.S. adults who shop a sporting goods store in the typical month, 53.4% have children living at home, making households with kids 21% more likely than the average adult to frequently shop a sporting goods store.  Also, households with five or more persons are 20% more likely than the average adult to frequently shop a sporting goods store. Nationally, 28% or more than 40 million adults shop a sporting goods store in the typical month, up from 26.8% a year earlier.

Among the top U.S. markets for sporting goods shoppers are Spokane, Washington (40.1% shop a sporting goods store in the typical month), followed by Boise, Idaho (37.5%), Tulsa, Oklahoma (36.9%), Salt Lake City, Utah (36.7%), and San Antonio, Texas (35.2%).

The study further reveals that sporting goods shoppers are most likely to be heavy users of outdoor advertising and the internet. Among sporting goods shoppers, 47.3% drive more than 200 miles in the typical week, making them heavy outdoor users, and 48.4% spend 430 minutes or more online in a typical week, making them heavy internet users.

According to the 88-market report, sporting goods store shoppers are also among the more affluent. The average adult who shops a sporting goods store in a typical month earns 80,353 in household income, compared to 65,290 for the average U.S. adult. 72.5% of frequent sporting goods shoppers are professional basketball fans, followed by 63.9% who follow professional baseball and 51.5% who follow professional football.

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