Hitting the highest-worth Olympics fan
The likelihood of Olympics fans to be in particular socio-economic groups* varies widely by country. In Britain, for example, they are particularly likely to come from the highest socio-economic levels, but in other markets, notably China, the split is far more egalitarian.
This has ramifications for marketers over the value of the Olympics fan in each market and whether greater investment will be more fruitful in those markets where the fans are likely to have especially high purchasing power.
*Socio-economic level defined by: levels of education, ownership of specific products and particular consumer behaviour.
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