Viewing all posts categorized as 'Know Your Personas'

The highly-anticipated 2009 NFL Season is now upon us. With free agency and today’s transient popluation, many fans show their allegiance to specific players rather than teams – and over the past years their loyalties have poured into their fantasy football leagues.

Experian Simmons reviewed data from its Spring 2009 National Consumer Study/National Hispanic Consumer Study to gain insight on Americans who play in fantasy sports leagues. For this report, this consumer is defined as being very or somewhat interested in the NFL and having participated in a sports fantasy league in the last 12 months. Certain trends were uncovered specific to this group, including:

• Fans that work full-time and are employed by others are the Americans most likely to have participated in a fantasy sports league during the last 12 months.
• Those who are most likely to have participated in a fantasy sports league are between the ages of 18 and 44; and close to a third of them are between 25 and 34 years old.
• They are most likely to have never been married.

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The summer’s consistently warm temperatures and long hours of daylight drive American consumers to partake in a number of outdoor activities. In this post, Experian Simmons provides a deeper understanding of current trends and behavioral tendencies surrounding these activities, including vacation plans and popular summer destinations.

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With Mother’s Day close behind us, we thought that now would be a good time to reflect on the defining characteristics, such as household composition, income and lifestyle, that make up today’s American family. We also want to take a closer look at the every day family dynamics which affect how our children are raised.

Listed below are some key findings on these timeless topics of interest:

• 30.4% of U.S. households include children 17 years or younger. This represents over 34 million total households which provide care to America’s future generations.
• 19% of households with children under 18 are married, 11% are single (separated/divorced/widowed) and 9% have never been married.
• Today the majority of households have some type of child-care inside their own homes. Group centers are next in popularity, followed by care in another home.
• There seems to be, over the first three periods, a growth in married families and a decline in single-parent households. Up until this past fall, married households grew three percentage points, from 17 million to almost 20 million total households.

Source: Experian Simmons National Consumer Study, Fall 2008, Full Year

Baseball season is in full-swing! To celebrate this national pastime and shed some light on common characteristics and behavioral tendencies of baseball fans in America, Emailresponsibly.com would like to share some interesting facts and statistics from Experian Simmons’ National Consumer Study.

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The American Moviegoer, defined by Experian Simmons as someone who tends to watch a movie after opening weekend and within the first two weeks of its release, posesses a number of defining characteristics and behavioral tendencies worth noting. In this entry of Know Your Personas, EmailResponsibly.com takes a closer look at this group by reporting a combination of data from Experian Simmons and Pricegrabber.com. 

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Although the number of Americans watching March Madness (15%) ranks behind the NFL’s Super Bowl (38%) and MLB’s World Series (22%), the sport has quite a distinct following. Firstly, college basketball fans tend to be slightly older. In fact, Americans in the 18-24 year old age bracket are 4% less likely to be very or somewhat interested in college basketball than those 45 years of age and older. Read on for more statistics and trends pertaining to those most likely to be following March Madness this month.

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What sets fashion-concious consumers apart from all the rest? As you may expect, many of them rely on the media to learn about next season’s trends and to start planning their shopping lists. Experian Simmons recently conducted a study to learn more about this unique, fashion-saavy group, taking a closer look at the key behaviors and traits of those consumers who use fashion magazines to help them determine what clothes to buy.

Here are a few key findings:

• Those residing in the West and Northeast are more likely than the average adult to consult fashion magazines to help them decide the clothes they buy.
• Most of their online activity consists of shopping, followed by gathering information for shopping, instant messaging, airline/car/hotel info or reservations, and digital imaging/photo albums.

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