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Hitwise Intelligence - Bill Tancer - North America

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FIFA World Cup Soccer and... the Techno-Yuppie?

June 13, 2006

It's soccer season in the U.S., and visits to the Hitwise Sports - Soccer category are skyrocketing:

As popularity of "the other football" accelerate here, It's hard to contemplate the sounds of "GOOOAAAAAAAL!" eminating out of a Marina district bar on Chestnut Street in San Francisco, the bastion of a sub-class of urbanintes herein coined as the "techno-yuppie (or Tuppie for short)." Yet the attraction of these affluent technofiles to soccer is exactly what our data is confirming.

Prior to the World Cup, the psychographic make-up of U.S. visitors to soccer sites were part of a social group that our partner Claritas calls the "Urban Cores," less affluent urban dwellers that are likely to be of Hispanic dissent, whose media consumption includes Spanish television and radio... Given the popularity of soccer in Latin America that would seem to make sense.

Enter a whole new class of soccer consumer, a Claritas PRIZM segment called the "Young Digerati." Based on Hitwise data, this segment of society is more than twice as likely as the internet population as a whole to visit Yahoo's World Cup site. So who are the Young Digerati? They're affluent urbanites, they shop at Banana Republic and Nordstrom, drive luxury import cars, and are likely to spend money on technical gadgets and wireless technology.

The chart below shows the breakdown of visits to Yahoo's FIFA World Cup site by social group (a measure of urbanicity). While U3 the Urban Cores are still off the chart, U1 (where the Tuppie dwells) is the fastest growing group of soccer fans. Interestingly, the rural areas T1-T4, continue to have little interest in "the other" football.

So pass me a Corona with a slice of lime (lemon was so 90's), as I fire up my laptop... I hope this bar has WiFi. Go USA!

Posted by Bill Tancer at 03:21 PM | (1) | (0)

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