As women and gen Zs are changing the use of F1 and attract the sponsors – comment

The poll – Women gen zs changing use

Every four years Formula 1 e Motorsport Network they dedicate themselves to a survey To measure the. Furthermore, pulse of more passionate fans of the category. Nevertheless, It is not a sample question. In addition, but of participants involved and volunteersand therefore this audience of interviewees does not represent the totality of the fans, but is certainly representative of this historical period.
They replied 100 thousand fans of 185 countriesmainly from Europe (49%) and the American continent (26%). Furthermore, THE’average age He stood at 37.4 years – which drops to 30.1 for women and which rises to 43.2 for men. However, The increase in female fans is significant, given that in 2021 it was 18% and now it is 25%. Consequently, Remarkable that of the total of the so -called Z generation (born between 1997 and 2012), women gen zs changing use 50% are women. Nevertheless,

Emerging fans against historical fans

In the long analysis they emerge Two distinct profiles of fans. Moreover, the historical ones – which are older, male and mainly European – e emerging ones -or women, under 35 and from markets such as the US, Indian and Southeast Asia. Meanwhile,
Women. Consequently, generation Z are driving a new way of enjoying and perceiving Formula 1being the slice of the public with the greatest increase in the last five years. In addition,
For half they identify Pilots like the main reason to follow sport. Meanwhile, are mainly informed via social networks (90%are touched).
Historical fans are more attracted to technology. innovations And they follow the F1 since childhood, not binding their interest to this or that pilot. AND Their first source of information are Internet sites and in -depth articles (80%).

This ‘dualism’ is leading to women gen zs changing use distinct editorial products depending on the public. Short content for new fans – driven by social. streaming – and more classic and in -depth formats for long -standing enthusiasts (to which, evidently, this article will refer).
The access door to F1 remain family and friends (39%)while television stops at 24% (percentage that reaches 45% among the oldest fans). Drive to Survive is 12% (16% among those who have been following sport for less than five years).
The most younger fans are looking for the story, and is attracted to the pilots personality. And if the idols behind the wheel are compatriot is even better: 78% of the total interviewees would increase. their interest with a local pilot.

From fans to customers it is a moment

In this scenario. the sponsors (and are more than 300 in F1) they go like sharks. And women. generation Z are the most profitable women gen zs changing use audience segments: these two categories of fans are in fact more likely to buy products related to Formula 1. If in fact 33% of the total interviewees have described themselves as a potential customer. this slice rises to 40% per the gen z.
Materially then the global 26% of these fans have actually purchased merchandising of pilots. teams, percentage that jumps to 39% between women and 38% for Gen Z already baptized “High conversion audience”. Usa and Japan the main markets that guide this particular ranking.
Needless to say that It is no coincidence that many drivers are being associated with fashion brands: 58% between women. generation Z inserts fashion and style among the main interests. On the contrary, for 80% of the more adult fans, fashion has very little to do with the passion for F1.

Just women and Gen Z are then the perfect target for the women gen zs changing use F1 Academyand this is reflected well in numbers. If 23%of the total F1 fans of the survey also follows the women’s series. the percentage increases if we talk about women (42%), generation Z (37%) and new generic fans (36%).
Always talking about fans-client. Watch out for the availability to purchase the Asia-Pacific segment of the interviewees, given that 50% have been said very inclined to buy products which sponsor in Formula 1: in the analysis the will of the F1 is highlighted to create tailor -made strategies for this type of public, as happens for the United States.
Finally. good news on the side of loyalty: 94% are convinced that Formula 1 will also follow in five years, a percentage that rises to 95% among American fans and 97% for the Z.