“Sneakerheads” are driving the strong growth in the US athletic footwear market, according to a new report by international market research firm YouGov.
Over the past year, the number of “Sneakerheads” — defined as consumers willing to spend $100 or more on purchasing sneakers — is up by 18% in the US.
YouGov’s report, “The Sole Obsession: Inside the World of Sneakerheads,” provides an in-depth portrait of this coveted consumer group, identifying their passions, media consumption habits, shopping preferences and more, before spotlighting several fascinating differences between customers of five iconic sneaker brands.
Drawing on consumer survey data from YouGov Profiles, the report finds that:
- 39% of Sneakerheads are Millennials (born between 1982 and 1999)
- 23% of Sneakerheads have a disposable monthly income of $5,000 or more
- Sneakerheads are highly engaged on social media, particularly YouTube, Instagram and TikTok
- Sneakerheads are firm believers in brand advocacy, with 71% saying they are more likely to buy from brands that express a view they agree with
“Sneakerheads are affluent fashion-forward, online shoppers who represent the key growth opportunity for athletic footwear brands,” said Kenton Barello, VP at YouGov America. “Sneakerheads keep up with the latest trends, release dates and limited-edition collaborations, and often drive the social media narrative around the top brands. Having a nuanced understanding of their attitudes, shopping preferences and media consumption habits is critical for brands who want to want to connect deeply with this growing demographic.”
The report also provides a ranking of the top 5 brands purchased by Sneakerheads, with Nike leading the way with 28%. Explore the diverse range of behavioral attitudes exhibited by this specific target audience in the latest report.
YouGov’s full report is available for download here.
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