CONSUMER BEHAVIOR
ENTERTAINMENT
• SPORTS
U.S. Hispanics Enjoy NASCAR & Phoenix International Raceway is in Our Backyard!
Hispanic NASCAR Fan Base: Income and Education
Retail Channels Shopped
Hispanic NASCAR fans are more likely than the U.S. Hispanic population to be more affluent: 40% earn $50,000+ per year (118 index vs. U.S. Hispanic population). INCOME
U.S. HISPANIC POPULATIon
HISPANIC nascar fans
index fans vs. u.s. hispanic population
Under $30,000
33%
28%
85
$30,000 - $49,999
32%
32%
100
$50,000 - $74,999
14%
17%
121
$75,000 - $99,000
9%
10%
111
$100,000+
11%
13%
118
$50,000+
34%
40%
118
Hispanic NASCAR fans are more likely than the U.S. Hispanic population to have completed some college or more. EDUCATION
Some college or higher
U.S. HISPANIC POPULATIon
HISPANIC nascar fans
index fans vs. u.s. hispanic population
35%
41%
117
Source: Scarborough Research (USA+ Release 1, 2011) Courtesy of Phoenix International Raceway/NASCAR
Hispanic NASCAR fans are substantially more likely than Hispanic non-fans to shop in a variety of retail channels. U.S. HISPANIC POPULATIon
HISPANIC nascar fans
index fans vs. u.s. hispanic population
Supermarkets
97%
89%
109*
Drug Stores
84%
71%
118*
Automotive Retail ^
76%
65%
117*
Convenience Stores
70%
55%
127*
Mass Retailers
63%
52%
121*
Department Stores ^^
58%
43%
135*
Home Improvement Stores
44%
31%
142*
Warehouse Clubs
39%
20%
195*
Home Electronics Stores
28%
23%
122
Office Supply/Computer Stores
25%
18%
139
Home Furnishing Stores
13%
16%
81
Shopped at in the past 4 weeks
^Data reflects shopped at in the past 12 months. ^^Data reflects shopped at in the past 3 months. Read: 97% of Hispanic NASCAR fans have shopped at a supermarket in the past month compared to 89% of Hispanic non-fans, a 109 index. In other words, Hispanic NASCAR fans are +9% more likely than Hispanic non-fans to shop at supermarkets. Source: Experian Consumer Research (Simmons National Consumer Study, Full Fall Year 2011)
93