2018 Audience Study METHODOLOGY
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2018 Audience Study METHODOLOGY The Triathlete 2018 Audience Study was conducted by Means were computed using the midpoint of values in Attlesey Consulting of Santa Fe, New Mexico. The study closed-ended questions. For the bottom range the mid- commenced on September 11, 2018. The survey was point was used (e.g., Less than 10 = 4.5); for the top range promoted on Triathlete.com during the fieldwork. Triath- the lower limit of the range was used (e.g., 50 or more = lete broadcast four email invitations to email lists. Social 50). media promoted the survey via paid ads along with Medians were computed using a summation process to organic promotion on Facebook, Twitter, and Instagram. reach the value at which 50% of the responses were higher The readers were asked to participate in the survey via a and 50% were lower. With grouped data, the median value supplied URL. was calculated by taking the required proportion of the By the closing date of October 5, 2018, 4,710 returns had range within which the median value (50%) fell. been received. Respondents were filtered so that only Indices are provided where available. The indices enable Triathlete readers aged 18 and older were included. The Triathlete to compare demographic characteristics and respondent filtering yielded a net survey respondent product usage information of its U.S. adult readers with count of 4,465. those of U.S. adults from the GfK MRI Survey of the As an incentive, respondents were offered to enter a American Consumers. For example, 46.3% of Triathlete’s sweepstakes for the following: U.S. audience has a household income of $150,000 or more, while 13.9% of GfK MRI U.S. adults have an HHI of Grand Prize worth $2,425 $150,000+. The index is calculated as follows: • CycleOps Hammer Direct Drive Trainer worth $1,200 (46.33 ÷ 13.86) X 100 = 334 • blueseventy Helix full wetsuit (men’s or women’s) An index of 100 indicates no difference between the worth $850 respondents and GfK MRI U.S. adults. Thus, an index of • AfterShokz Trekz Air wireless headphones (slate 334 means that the incidence of readers with a household gray) worth $150 income of $150,000 or more among Triathlete’s audience is • Rudy Project Tralyx Performance Sunglasses worth 234% greater than that of all U.S. adults (a propensity of $225 more than three times as likely). Data from the GfK MRI Second Prize worth $500 Doublebase 2017 Syndicated Study were employed to calculate all indices. • Rudy Project Boost 01 Road Aero Helmet (stealth) worth $350 The tabulation and analysis of the data in this report were • AfterShokz Trekz Air wireless headphones (slate done according to accepted research practices. gray) worth $150 This report provides the Triathlete total audience as well Third Prize worth $150 as the sole/primary audiences (consume content from • AfterShokz Trekz Air wireless headphones (slate source all or most of the time) of four audience sub-seg- gray) worth $150 ments. Table headings appear as below (Respondent count 15 Runner-Up Prizes worth $25 each for each segment is shown here.): • Triathlete BOCO Gear Technical Trucker Hat (racer TOTAL US PRINT ONLINE E-NEWS green) worth $25 each Respondent count (n) 4,465 3,996 1,632 1,072 758 Percentages were computed based the number of respon- Questions about this study may be directed to: Attlesey dents answering the respective questions unless other- Consulting ([email protected]) wise noted. CONTENTS EXECUTIVE SUMMARY .......................................................................... ii READING TRIATHLETE ............................................................................1 OTHER READING, DIGITAL, & SOCIAL ................................................9 TRAINING ................................................................................................ 15 RACES, EVENTS, & TRAVEL ................................................................ 23 BICYCLES & ACCESSORIES: Ownership & Intent to Buy ............ 29 APPAREL & EYEWEAR ......................................................................... 41 FITNESS & TRAINING TECH ............................................................... 51 SHOPPING & SPENDING ..................................................................... 59 NUTRITION ............................................................................................. 63 DEMOGRAPHICS ................................................................................... 67 SHADING KEY MARKET LEADER SECOND IN MARKET THIRD IN MARKET 2018 Triathlete Audience Study i EXECUTIVE SUMMARY The Triathlete 2018 Audience Study offers • 31% are under age 40 years old. advertisers and marketers a treasure trove of • 83% have graduated college, about 2 times market research on triathletes and triathlon higher than the American average. 49% enthusiasts and reveals the high dedication of this pursued some post-graduate study while 29% unique sport’s participants. earned a Master’s (2.6 time higher than the American average). This 2018 report draws from a large sample of 4,465 survey responses to 87 detailed questions • 75% are employed in professional or manageri- on spending habits, brand ownership, intent to al occupations. buy, reading habits, training habits, race and • 75% are married. 45% have children. event participation, travel, technology use, as well • Average HHI: $200,541 as demographics. Spending and Gear The Triathlete 2018 Audience Study includes brand ownership and intent to buy responses for Triathlete readers are among the most active 425 brands in 18 product categories including consumers in endurance sports with an average bicycles, wetsuits and swimwear, shoes, apparel, annual spend on triathlon-related products of coaching, races, wearable tech, sports watches, $3,280 plus an additional $2,480 on travel. This is cycling tech, headphones, fitness equipment, a 17% increase since our 2014 audience study. trainers, eyewear, and sports nutrition. 99.4% of our readers own bikes. The average Triathlete reader owns 4.1 bikes and 22% of PROFILE OF THE TRIATHLETE readers own 5 or more bikes. 47% bought their most recent bike from a local bike shop. Among READER all bike brands, Canyon revealed the widest gains Triathlete readers are extraordinarily dedicated in future purchasing interest with a 23% jump in to the swim-bike-run sport. The average Triath- interest in the brand. lete reader trains over 6 days for nearly 10 hours In most product categories, about 1 in 4 readers is each week (322 days/year). They are among the shopping for new gear. Among those shoppers, most active consumers in endurance sports, between 20-50% are not sure which brands they spending an average of over $5,700 each year on will buy next. 95% use sports nutrition products triathlon related gear, services, and travel to races from Clif Bar (47%), GU Energy (46%), and and events. Triathlete’s readers are as enthusias- Gatorade (40%). 80% of readers plan to buy tic about our brand as they are dedicated to the running shoes soon. 69% plan to buy swimming swim-bike-run sport, giving our brand high goggles soon. 60% are shopping for a swimsuit. marks for our coverage of training, gear, nutri- 46% of readers are shopping for cycling shoes. tion, technique, and injury prevention and 37% intend to buy fitness tech products soon. treatment. 99% of readers bought athletic apparel recently, The average Triathlete reader is a 45 year-old who spending an average of $487 in the past 12 months. is married with 2 children, graduated college, and 96% bought athletic shoes recently, spending an enjoys a household income over $200,000, which average of $324 in the past 12 months. 85% own a is 3.5 times higher than the American average. wetsuit. Our readers are affluent, highly educated, and spend actively on triathlon and they travel frequently for events and races. Training • 75% male, 25% female Triathlete readers are the most dedicated endur- ance athletes, according to Pocket Outdoor • Survey median age: 45.3 years Media’s 2018 audience studies. Our typical ii 2018 Triathlete Audience Study Triathlete reader trains on 6.2 days of the week our readership gets most of their Triathlete (322 days/year), swimming on 2.7 days (140 days/ content from the print magazine. year), riding on 3.3 days (171 days/year), and 96% have taken action after seeing a product or running on 3.5 days (182 days/year). service advertised or featured in Triathlete Including all weekly workouts and training, the magazine. 93% of Triathlete.com readers have typical Triathlete reader trains 9.8 hours of taken similar action. This is the highest engage- tri-specific training and performs an additional ment among Pocket Outdoor Media’s brands. 83% 2.4 hours of strength training, stretching, and of readers visited a product or service website recovery for a total training commitment of 12.2 after seeing it in Triathlete (magazine or website). hours each week (634 hours/year). This time is 60% bought a product or service online after split between swims 2.2 hours (114 hours/year), seeing it in Triathlete magazine. rides 4.3 hours (223 hours/year), and runs 3.3 82% of readers are likely or extremely likely to hours (171 hours/year). recommend Triathlete to a friend. 75% of our 74% of readers using some kind of coaching or readers regularly give advice about triathlon instruction to improve their training. 66% of our training, products, events, and issues in the sport readers self-coaching using books, magazines, at least once a month. podcasts, and online training resources.