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
