American Tailgaters Association 1st Annual Survey demonstrates the buying power of the tailgating consumer
January 3, 2007 (Press Release) --
SAN ANTONIO, Texas—January 3, 2007—The tradition of tailgating at sporting events, concerts and other outdoor venues has become a multi-billion dollars industry according to the 1st Annual Survey of the American Tailgaters Association (ATA). The American Tailgaters Association, the national tailgating membership organization headquartered in San Antonio, Texas, announced today it has completed the most comprehensive survey ever developed for the tailgating industry.
The ATA survey shows the “average” tailgater is predominantly male (almost 80%), well educated (over 60% have college degrees) and relatively affluent (62% of households make at least $50,000 annually). Within this larger group, a subset of self-proclaimed “hardcore” tailgaters are even more affluent – 67% report a household income of at least $75,000 annually. Their purchases range from durable goods (grills, etc.) to consumables (food, beverages, etc.). The top 5 “vital” tailgating products (categories) as ranked by tailgaters are coolers, grills, alcoholic beverages, outdoor furniture and meats.
“This is the first time a survey has been targeted specifically to tailgaters. The questions were quite probing and the answers really gave us tremendous insight on who they are, where they shop and what they purchase. I believe the information collected and compiled in this survey serves as a great roadmap for where this industry is going. This is a powerful block of consumers and their dedication to the tailgating lifestyle is passionate. The survey results clearly indicate that tailgaters are a consumer force with enormous buying influence,” stated John Largent, Founder and President of the ATA.
The survey also reveals that tailgaters shop for their tailgating equipment and supplies in multiple channels, from mass (14% of purchases) to sports specialty (10%) to tailgate e-commerce sites (6%). Most (54%) shop at four or more different stores. Interestingly, word of mouth referrals and discovery/trial of products during tailgate events influence over 50% of purchase decisions, demonstrating the “grassroots” nature of tailgating. Tailgate authenticity is also a critical purchase driver; over 60% reported an increased likelihood of purchasing products manufactured by tailgating “sponsors” and those designed or marketed specifically for tailgating
“The tailgating opportunity is driven by a convergence of factors,” said Kevin Joyce, Chief Executive Officer of the ATA. “The tailgater is a more educated, more affluent and more motivated consumer than the average male, and his purchases are very diverse, running the gamut from grills to groceries and automobiles to apparel. When you combine his buying power with a strong desire to constantly improve his tailgating and his potential to purchase equipment and supplies on behalf of a large group of friends and fellow tailgaters, you have a recipe for consumerism that is truly unique. Savvy brands and retailers are quickly
The ATA survey shows the “average” tailgater is predominantly male (almost 80%), well educated (over 60% have college degrees) and relatively affluent (62% of households make at least $50,000 annually). Within this larger group, a subset of self-proclaimed “hardcore” tailgaters are even more affluent – 67% report a household income of at least $75,000 annually. Their purchases range from durable goods (grills, etc.) to consumables (food, beverages, etc.). The top 5 “vital” tailgating products (categories) as ranked by tailgaters are coolers, grills, alcoholic beverages, outdoor furniture and meats.
“This is the first time a survey has been targeted specifically to tailgaters. The questions were quite probing and the answers really gave us tremendous insight on who they are, where they shop and what they purchase. I believe the information collected and compiled in this survey serves as a great roadmap for where this industry is going. This is a powerful block of consumers and their dedication to the tailgating lifestyle is passionate. The survey results clearly indicate that tailgaters are a consumer force with enormous buying influence,” stated John Largent, Founder and President of the ATA.
The survey also reveals that tailgaters shop for their tailgating equipment and supplies in multiple channels, from mass (14% of purchases) to sports specialty (10%) to tailgate e-commerce sites (6%). Most (54%) shop at four or more different stores. Interestingly, word of mouth referrals and discovery/trial of products during tailgate events influence over 50% of purchase decisions, demonstrating the “grassroots” nature of tailgating. Tailgate authenticity is also a critical purchase driver; over 60% reported an increased likelihood of purchasing products manufactured by tailgating “sponsors” and those designed or marketed specifically for tailgating
“The tailgating opportunity is driven by a convergence of factors,” said Kevin Joyce, Chief Executive Officer of the ATA. “The tailgater is a more educated, more affluent and more motivated consumer than the average male, and his purchases are very diverse, running the gamut from grills to groceries and automobiles to apparel. When you combine his buying power with a strong desire to constantly improve his tailgating and his potential to purchase equipment and supplies on behalf of a large group of friends and fellow tailgaters, you have a recipe for consumerism that is truly unique. Savvy brands and retailers are quickly
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