SportsCar Continues to Reach Deep Into An Audience of Doers Within the SCCA
IRVINE, CA – Every few years the Sports Car Club of America conducts an in-depth and wide-ranging survey of its members. Once again the results show that as the official publication of the SCCA, SportsCar reaches an audience of doers – meaning people who don’t simply tune in on Sunday afternoons to watch the race, but are themselves behind the wheel at a variety of races around the country throughout the year.
Keeping up with a vibrant national economic picture, SCCA members with a Household Income over $125,000 increased by three points to 45 percent. That could explain the increase in spending for after-market racecar parts and accessories.
Compared to 2014, SCCA members in 2017 bought more brake calipers and rotors (62% v. 57%); ignition systems (67% v. 21%); mufflers/headers (67% v. 36%); shocks, springs and other suspension components (71% v. 52%); and wheels (70% v.45%). Overall, 33% reported spending over $3,000 per year on aftermarket parts and accessories for their racecars in 2017. With 62% of members owning at least one competition car, and 31% owning two or more, SCCA members are driving a large economy of parts purchasing.
In a particular bright spot for SportsCar magazine, 56% of respondents say that they have learned about a brand or product they were not previously familiar with through an ad in SportsCar. Moreover, 38% say that they have added a new brand to their consideration list due to an ad in SportsCar, and 65% report visiting an advertiser’s website. These questions were not asked in the 2014 survey.
With six issues still to fulfill in 2018, and in particular with SCCA members gearing up for the Solo Nationals and National Championship Runoffs, the time is right to connect your product or service with this enthusiastic band of consumers.
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