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Study: MMA fans are young, wealthy, and tech-savvy

MMA fan in crowd

Crowd of MMA fans

A comprehensive study organized by Scarborough Sports Marketing comes to the conclusion that those reading (or any MMA website) are more likely to be between the ages of 18-30, homeowners, own video game systems, and possess a household income in the upper echelon of the income bracket.

The results of the study were initially publicized in a report by SportsBusiness Daily and posted by Bloody Elbow. An excerpt from the report summarizes the overall study and statistics contained therein.

Mixed Martial Arts (MMA) is attracting young, wealthy, high-tech consumers, according to Scarborough Sports Marketing’s first-ever look at the sport. MMA fans are defined as those adults who watched the sport on broadcast or cable TV during the past year. The six-month survey of 221,000 adults ages 18+ in 81 top U.S. markets, including every big-league city, found that MMA fans are 15% more likely than the average American adult to have a household income of at least $75,000 and 10% more likely to own a second home. MMA fans also are above the national average for current ownership of high-tech household items such as HDTVs, VOD service, video game systems and broadband Internet.

The demographics highlighted by this study are quite¬†believable. Most MMA fans are usually on the younger side and most folks would be hard pressed to find someone that didn’t own some sort of video game system or high speed internet connection.

Where the results of this study become disconcerting is at the point where some people might pigeonhole MMA fans. A bunch of young adults who sit around their HDTVs playing Xbox 360 and watching PRIDE reruns, right? Whereas fans themselves know that their brethren are mostly working class individuals of all ages and walks of life. Heck, one has to be hard working to be able to afford a night out at a UFC event in Las Vegas…

Nonetheless, the study conducted would appear to hit home with many of those that love the sport of MMA and consider themselves to be hardcore fans.


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