New York, NY, 14.07.2020

MRI-Simmons study reveals emotional impact of COVID-19 on sports fans

MRI-Simmons, the essential consumer truth set, today announced the results of its latest Sports Fan Study, providing marketers with in-depth analysis of sports fandom in the United States. Among its many findings, the study revealed that 64% of Americans miss sports that have been postponed or cancelled due to COVID-19. This new consumer segment, aptly named “Sports Deprived”, skews male (58%), married (54%), and has a median age of 47. Additionally, these Americans reported feelings of being disconnected, sad and frustrated, a clear sign of the emotional toll that COVID-19 has wreaked upon sports fans.

Emotional Impact

The Sports Deprived group has strong emotions tied to the impact of COVID-19; 32% feel disconnected, 29% feel sad and 26% feel frustrated over the lack of sports in their lives. In addition, 56% actively worry about the future of their favorite athletes/teams/leagues and over a quarter have “lost the common language” they share with those around them.

To read more, go to the MRI-Simmons website via this link

Latest Press Releases

  • 09.09.2020
    MRI-Simmons COVID-19 study reveals key attitudes that influence American behavior

    ‘Bounce-Back’ and ‘Live & Learn’ segments driving back-to-school and return-to-business choices

    Read more
  • 03.09.2020
    US parents are investing heavily in Internet services, electronics to prepare their children for ...

    From computers to snacks, families have been spending on at-home schooling needs – and they plan to buy more

    Read more
  • 12.08.2020
    GfK, Dstillery launch 79 top-quality segments for targeting automotive brand loyalists, defectors ...

    Based on daily refreshed research, models also enable high-accuracy targeting of used-car intenders

    Read more
  • 05.08.2020
    Fewer auto intenders are saying they plan to delay purchase, lease of a new car

    GfK AutoMobility™ data shows that 0% financing, free maintenance offers are swaying hesitant buyers

    Read more
View all Press