Those at the top end of the income brackets tend to use their wealth to enjoy the finer things in life. Homes, cars, food, drink, and--as this piece in today's WSJ notes--even sports:
If you think of most hockey fans as beer-swilling blue-collar McKenzie brothers, the dim-witted Canadians of SCTV fame, think again. Visitors to the NHL's Web site have higher incomes than visitors to the other major professional sports leagues' sites.
Marketing-research firm comScore analyzed online traffic to nhl.com, nba.com, nfl.com and mlb.com in the U.S., and found that more than half the puckheads had household incomes of at least $75,000. About 36% came from households making six-figure sums or higher. Baseball ranked second with 32.7 percent of its web-browsing fans in the $100,000 or more bracket, followed by football with 28.3 percent. Nba.com, by contrast, had only 27.7% of its users among the top-earning households, giving it the least-affluent fan base.
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