Who are the active women that Nike and other sports apparel vendors are targeting? Where do they live and what do they buy? American Demographics teamed up with New York-based Mediamark Research, Inc. to find out. Using a combination of attributes (see table) they defined a universe of 74 million active women. The sweet spot, agewise, is 25 to 34. The accompanying map, based on profiles of 26,109 women, shows high concentrations in major metro areas and their suburbs — mostly on the coasts. Hot spots include suburban counties in California as well as inland enclaves such as Dakota County, Minn., and Boulder County, Colo.
FITNESS BUFFS
MORE THAN 1 IN 3 WOMEN ENGAGE IN SOME KIND OF SPORT AT LEAST TWICE A WEEK. PERCENTAGE OF WOMEN WHO:
Engage in any type of sport at least twice a month
50%
Engage in physical fitness activities at home, at a club or at another facility
42%
Engage in any type of sport at least twice a week
35%
Personally own a fishing rod
13%
Personally own a road bicycle
12%
Spent $75 or more on athletic shoes in the past year
8%
Jog or run at least twice a month
7%
Spent $100+ on sports clothing in the past year
4%
Drank 6+ energy drinks in the last 30 days
4%
Source: Mediamark Research, Inc., 2001
CONTRA COSTA COUNTY, CALIFORNIA
Women, 18 or older
356,943
Spending Potential Index*
• Water sports equipment
155
• Winter sports equipment
146
• Bicycles
144
• Sports, recreation & exercise equipment
141
DAKOTA COUNTY, MINNESOTA
Women, 18 or older
128,205
Spending Potential Index*
• Water sports equipment
159
• Sports, recreation & exercise equipment
151
• Camping equipment
149
• Hunting & fishing equipment
145
MONTGOMERY COUNTY, MD
Women, 18 or older
341,019
Spending Potential Index*
• Water sports equipment
189
• Sports, recreation & exercise equipment
167
• Bicycles
167
• Rental/repair of misc. sports equipment
162
BOULDER COUNTY, COLORADO
Women, 18 or older
107,087
Spending Potential Index*
• Water sports equipment
133
• Bicycles
128
• Winter sports equipment
127
• Sports, recreation & exercise equipment
127
COLLIN COUNTY, TEXAS
Women, 18 or older
356,943
Spending Potential Index*
• Water sports equipment
155
• Winter sports equipment
146
• Bicycles
144
• Sports, recreation & exercise equipment
141
* The Spending Potential Index (SPI) measures the likely expenditure for a product or service. It then compares the average local expenditure to the average amount spent nationally. For instance, women in Collin County, Texas, spend 82% more on water sports equipment than the national average. Source for all boxes: ESRI Business Information Solutions, 2002
