Top Events and Activities for American Adults

by | Jul 6, 2010 | Marketing & Selling, Planning Your Business

activitiesScarborough Research, a firm that measures the lifestyles of American consumers, just released a ranking of the top events and personal activities for American adults. Knowing what these are can help you market your business in several ways:

  • If you’re looking for niches to serve, these niches will have a decent sized, and possibly hungry, population.
  • If you’re looking to tie a promotion for your business to something, these events might serve you well.

Understanding the interests of a target audience, such as the events they attend or the activities they participate in, can help lead your business to increased success and return on investment.

In fact, Scarborough recently hosted a complimentary webinar on Event and Sponsorship Marketing, which you can find for download here: Also on that page are links to some other interesting reports, such as “Shopping Insights on Today’s Working Mom,” “Scarborough/Arbitron Teen Mall Shopping Insights” and “The Power of the Hispanic Consumer Online.”

Here are the lists:

Top Events for American Adults*

1. Professional Sports Event 35% pro sports event
2. Zoo 25% zoo
3. Live Theatre 20% live theatre
4. High School Sports Event 16% pro sports event
5. Art Museum 13% art museum
6. Rock Concert 11% rock concert
7. Times Square in New York City 8% times square
8. TIE:

  • Six Flags Amusement Park
  • Disney World in Orlando
  • Symphony Concert/Opera
7% opera
9. TIE:

  • Dance/Ballet Performance
  • Comedy Club
6% ballet
10. TIE:

  • Sea World
  • Circus
  • Job Fair
  • Disneyland in Anaheim, CA
4% circus

*Attended During the Past Year, Adults Only

Top Personal Activities for American Adults**

1. Gardening 45% gardening
2. Swimming 32% swimming
3. Volunteer Work 26% volunteer
4. Photography 25% photography
5. TIE:

  • Jogging/Running
  • Biking
  • Fishing
21% jogging
6. Free Weights/Circuit Training 19% weights
7. TIE:

  • Bowling
  • Camping
18% bowling
8. Sewing/Crafts 15% sewing
9. TIE:

  • Hiking/Backpacking
  • Adult Continuing Education
  • Golf
13% hiking
10. Basketball 11% basketball

**Participated During the Past Year, Adults Only


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