Psychographics - Timbersports event
We were not able to find any relevant information on the psychographic profiles of audiences most likely to watch a competition for lumberjacks like the Timbersports event. We exhaustively researched through trade associations, industry sources and website analysis reports using SimilarWeb and Spyfu. We also applied creative strategies to build psychographic profiles from scratch using the profiles of followers of lumberjack and timbersports events but we could not provide psychographic information of the kind of audience specific to a competition for lumberjacks. However, by broadening our research criteria to include other non-traditional sports in the United States, we found relevant information regarding the psychographics of audiences of US non-traditional sports, including their lifestyles, hobbies, how they consume media and the channel they use. Below is a deep dive into our methodology and the key findings.
In order to provide psychographic information on the kind of audience that is most likely to be watching (or to start watching) a competition for lumberjacks like the Timbersports event by Stihl, we first searched for direct and pre-compiled psychographic profiles of such an audience. We used industry association sources such as American Lumberjack Association and New York State Lumberjack Association, among others and other industry sources such as National Geographic, Lumberjack Planet, Lawn and Landscape, and Ohio Forestry Association, among others. Our goal was to find relevant industry reports, surveys or articles on the psychographic profiles of audiences of US lumberjack or Timbersports competitions. However, we did not find any relevant information to address the client's request. The only information we found was on event results, schedules, membership rules and regulations and newsletters about the associations and no other publications or articles with any information relevant to the request.
Since this request was a very specific scope into psychographic profiles of the audiences of US lumberjack or Timbersports competitions, we found out that the pre-compiled psychographic reports and articles have a very limited public availability. Since no relevant information, reports, or surveys could be found from the industry association sources, we changed our research strategy. We used the websites of lumberjack sports with the most number of followers and lumberjack competitions which were the most attended. These websites and events include Lumberjack World Championships Foundation, Paul Bunyan Lumberjack Show, and Dells Lumberjack Show, among others. We used these events websites and sources in order to check the profiles of their followers through social media, and try to build psychographic profiles from scratch using their behaviors or attitudes. However, we did not find any relevant data or information from the profiles of their followers that will help build psychographic profiles of audiences of US lumberjack and timbersports events. We only found demographic information such as age, sex, locations, employment, level of education, among others, but not enough relevant behaviors and attitudes for psychographic profiles.
Having not found enough relevant information to build psychographic profiles from the previous strategy, we shifted gears again by using SimilarWeb and Spyfu website analysis reports of lumberjack events websites such as STIHL Timbersports, Lumberjack World Championship, Paul Bunyan Lumberjack Show, and Dells Lumberjack Show, among others. By using SimilarWeb to analyze these event websites we hoped to get the data of websites linking to each given event site and also the behavior of the website visitors. A Spyfu analysis of the event websites could hopefully yield the top backlinks of each given event site which we could use to show the reading habits of the site visitors. Using the event site visitors analysis from SimilarWeb and Spyfu, we could get a shot at building our own psychographic profiles for the visitors of each event's websites. However, both SimilarWeb and Spyfu did not generate enough data on the behavior of the site visitors which we could have used for building psychographic profiles of audiences of US timbersports and lumberjack competitions and events. The only available data from the analysis of the websites was top keywords and traffic sources which were not relevant in building a psyschographic profile.
Since our creative strategies to build the requested psychographic profile by using the lumberjack and timbersports events website did not yield any results and the lack of any information from trade associations and industry sources, we therefore concluded that
that there are no pre-compiled and publicly available information regarding psychographic profiles of audiences of Timbersports events and there is no possible way to build such a psychographic profile from scratch. The main reason why the information is not publicly available is because no survey/research has been done yet that is specific to the psychographic profiles of the audiences of Timbersports events in the US. This therefore necessitated a broadening of the research criteria.
BROADENING OF RESEARCH CRITERIA
We then decided to broaden our research criteria from psychographic profiles of audiences of US Timbersports or lumberjack events into psychographic profiles of audiences of US non-traditional sports, such as X-Games, strongman contests, crossfit games. These broader non-traditional sports are based on the requested criteria, and also snowboarding competitions, which was a good example of a non-extreme sport that attracts an audience.
We first researched psychographic profiles of audiences of US non-traditional sports using non-traditional sports associations such as the U.S. Ski & Snowboard Association, Action Sports Alliance, United Skateboarding Association, Crossfit Inc., United States Strongman, Action Sports Association, among others. However, we did not find any relevant information to address the client's request of psychographic profiles of audiences of US non-traditional sports. We only found membership information, schedules of events, specific non-traditional sports information, and articles/reports about each of the specific non-traditional sports.
Next, we then searched through industry sources such as Snowsports Industries America, X Games, National Geographic, ThoughtCo, Whistle Sports and The Sport Digest, among others, and also through sports media sources such as Forbes, Sports Planning Guide, ESPN, and Elite FTS, among others, in an attempt to locate reports or articles about psychographic profiles of audiences of US non-traditional sports. We were able to find a psychographic profile report by Snowsports Industries America regarding Snow Sports consumers such as Skiing and Snowboarding. We found this report to be relevant because snowboarding is regarded as one of the non-traditional sports in the US. We also found a Generation Z report by Whistle Sports regarding Gen Zers as the generation that makes up the majority of audiences or interests into non-traditional sports shows. Because it aligns to the demographics mentioned by the client "(skews male and younger)", we used the psychographic and behaviors we found from the report to answer the media consumption and channel usages of non-traditional sports audiences in the US. We also provided additional demographics information that we found that could add more color to the existing demographics for US non-traditional sports audiences. Below are the key findings:
PSYCHOGRAPHIC PROFILES OF AUDIENCES OF NON-TRADITIONAL SPORTS
Some of the lifestyles of audiences of non-traditional sports such as skiing and snowboarding competitions include are:
- shopping at Bloomingdale's, Macy's, Best Buy or ordering from Barnes and Noble
- traveling and having a vacation abroad and in Asia
- owning and driving cars like Audi A3, Lincoln Town Car Flex Fuel, BMW X6, and Mazda 3.
Some of the hobbies of audiences of non-traditional sports such as Snowboarding competitions are:
- reading Audubon Magazine, Veranda, Details, and Dwell
- playing golf or racquetball
- watching Independent Film Channel, Masterpiece, Saturday Night Live, and American Dad.
Generation Z audiences, which is the generation that makes up the majority of audiences of non-traditional sports, watch their favorite non-traditional sports in YouTube or social media 65% of the time, while they watch live non-traditional sports shows through their TV only 29% of the time.
Generation Z audiences, the generation that forms the majority on non-traditional sports audiences, use social media channels such as Snapchat, Facebook, Twitter and Instagram 53% of gen Zers follow their favorite non-traditional sports on social media, while only 16% follow through Sports News sources. Also, 73% of Gen Z men visit YouTube on a daily basis.
ADDITIONAL DEMOGRAPHIC PROFILES OF AUDIENCES OF NON-TRADITIONAL SPORTS
Modern non-traditional sports attract the attention 56% of Generation Z men, aged 13-21 years old, compared to 44% of the generation Z men who are still fans of traditional sports.
Only 43% of millennials are drawn to modern, non-traditional sports, compared to 57% of millennials who are still fans of traditional sports.