In recent posts I explored the demographics of sports enthusiasts and the demographics of happiness. So why not look at those two topics together? I dug into our U.S. consumer benchmark and examined the happiness of males and females who enjoy watching sports. As we know from the previous analysis, females are happier than males. But this analysis also shows that:
- Females who enjoy golf are the happiest consumers.
- The happiest males are those who enjoy golf, soccer, or tennis.
- Consumers who enjoy sports are much happier than those who don’t.
- The largest female-male happiness gap occurs with consumers who don’t enjoy sports. When it comes to sports enthusiasts, the largest gap is with golf, basketball, and football.
The bottom line: Sports enthusiasts are happier people