Nearly half (49%) of all American adults are Major League Baseball fans and 15% are Avid Fans, according to the new Scarborough Sports Marketing study, released this month. The study also reveals that there is ample opportunity to turn young fans into lifelong MLB enthusiasts, as 44% of Generation Y are MLB Fans and 13% are Avid Fans. Surprisingly, Hartford is a hotbed. The top local markets for Gen Y MLB Fans are Milwaukee (76% of Gen Y are MLB fans); Philadelphia (70%); Hartford (66%); St. Louis (66%) and Albany, N.Y. (62%). According to the findings, almost a third (30%) of Gen Y MLB Fans are willing to spend $25-$49 on a single game MLB ticket and 12% are interested in purchasing season tickets. Gen Y MLB Fans are also 37% more likely than all MLB Fans to have bought MLB apparel with a team logo in the past 12 months.
Scarborough defines the different American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).