Roy Morgan Research data from 2011 shows that of the US population (14+), 42% of males and 58% of females walk for exercise either occasionally or almost always. The group with the highest proportion of walkers was females aged 25-34 (62%).
Swimming came in at second spot with 15% of males and 23% of females taking a dip, and Gym/Weight Training third with 12% of the male and female population sweating it out.
Sports and Activities Participated In
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Source: Roy Morgan Research, 2011, n = 2,623.
Watching sports on TV was a very different picture. The most popular sport was football (NFL and College) with 50% of males and 35% of females watching it occasionally or almost always. The most devoted group of football viewers was males aged 65+, with 73% of them watching football on TV.
Baseball (American and National League) was the next placed TV sport with 34% of males and 22% of females tuning in to watch. This was followed by basketball (NBA, WNBA and College) with 32% of males and 19% of females nominating it as a sport they watch on TV.
Sports Watched on TV Occasionally or Almost Always
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Source: Roy Morgan Research, 2011, n = 2,623.
As well as sports participation and TV viewing, Roy Morgan Research also collects in-depth data on supporters of various sporting teams, including those from NFL, Major League Baseball and NBA. These profiles are a broad overview of their demographics, attitudes, activities and media usage.
For example, when looking at the
New York Giants Supporter Profile we see that 39% of supporters hold a diploma or a degree (29% more likely than a member of the general population (18+) to hold a diploma/degree) and 36% always read the business section of the newspaper (45% more likely than members of the general population). Whereas a brief look at the
New England Patriots Supporter Profile tells us that 51% of them watch NBC (14% more likely than the general population) and 65% have vacationed within America in the past 12 months (22% more likely than the general population).
Supporters of various Major League Baseball teams are also captured in Roy Morgan research. When looking at the Supporter Profile of World Series winners, the
St Louis Cardinals, we learn that 71% try to buy American made products where possible (13% more likely than the general population), only 3% eat only, or nearly only, vegetarian meals (59% less likely than the general population) and 31% are smokers (53% more likely than the general population). The
New York Yankees Supporter Profile illustrates that 32% of Yankees supporters are aged 35-49, 34% like to do as many sports as possible (43% more likely than the general population) and 34% are heavy newspaper readers (39% more likely than the general population the population).
Other supporter profiles include NBA teams. The
Chicago Bulls Supporter Profile shows that 84% of supporters like to be well insured (13% more likely than the general population), 57% often buy take out to eat at home (44% more likely than the general population) and 51% enjoy buying magazines (25% more likely than the general population). When viewing the
San Antonio Spurs Supporter Profile we see that while 69% of supporters reside in the country’s south, 31% come from other regions. Also, 77% believe crime is a growing problem in their community (35% more likely than the general population) and 75% always watch the news on TV to keep up-to-date (25% more likely than the general population).
Portia Morgan, VP Business Development, Roy Morgan Research, says: