Influencers come in
all shapes and sizes

NASCAR fans are top spenders in big-ticket retail categories. They are also avid tech consumers and influencers in business purchasing decisions, according to (pdf) a Scarborough Sports Marketing study of the demographics, shopping behaviors and media habits of fans, writes MarketingCharts.

Among the study findings:

• NASCAR fans are 9 percent more likely than the national average to have a monthly cellular bill of $150 or more.
• They are 15 percent more likely than the average consumer to plan to buy a new vehicle during the next year, and 16 percent more likely to spend $30,000 or more on their next vehicle purchase.
• They are 24 percent more likely than the national average to plan to purchase a videogame system during the next year.
• They are 39 percent more likely to plan to buy a satellite radio subscription.
• They are 18 percent more likely to plan to buy a PDA (personal digital assistant).
• They are 14 percent more likely to plan to buy an MP3 player.

MarketingCharts has more findings from the Scarborough study.