Over the past year, the number of Sneakerheads, defined as consumers willing to spend $100 or more on sneakers, is up 18 percent in the U.S., according to YouGov’s latest report, “The Sole Obsession: Inside the World of Sneakerheads.”

Based on survey data from YouGov consumer profiles, the research found that sneakerheads are more likely to be affluent, male and Millennial.

  • Fifty-three percent of sneakerheads are male versus 47 percent are female;
  • Thirty-nine percent of sneakerheads are Millennials (born between 1982 and 1999) versus 32 percent of the general population;
  • Twenty-three percent of sneakerheads have a disposable monthly income of $5,000 or greater versus 9 percent of the general population;
  • Twenty-eight percent of sneakerheads have a gross household income of more than $80,000 versus 18 percent of the general population.

Sneakerheads are fashion-forward online shoppers.

  • Fifty-two percent of sneakerheads agreed they “keep up to date with current fashion trends” versus 31 percent of the general population;
  • Fifty-one percent of sneakerheads consider themselves “more fashionable than most” versus 30 percent of the general population;
  • Forty-three percent of sneakerheads agreed that “people who buy fast fashion don’t care about the environment” versus 35 percent of the general population;
  • Fifty-six percent of sneakerheads “generally prefer to buy things online rather than in-store” compared to 50 percent of the general population;
  • Eighty-one percent of sneakerheads agreed that “online shopping makes life easier” versus 71 percent of the general population;
  • Fifty-seven percent of sneakerheads browse online to see what’s available compared to 24 percent of the general population, 44 percent see something online and buy it online compared to 17 percent of the general population, and 47 percent browse in-store to see what is available compared to 21 percent of the general population;
  • Twenty-six percent of sneakerheads feel motivated to buy quality products compared to 9 percent of the general population, 17 percent by special offers compared to 8 percent of the general population, and 11 percent by the broadest range of products compared to 5 percent of the general population;
  • Half of the sneakerheads surveyed agreed that online shopping “will be much more fun with augmented reality” compared with 36 percent of the general population.

Exploring interests:

  • Sixty-three percent of sneakerheads surveyed agreed they “couldn’t get through the day without listening to music” versus 53 percent of the general population; 
  • Fifty-five percent of sneakerheads “enjoy playing sports and exercising outdoors (running, cycling, etc.)” compared with 31 percent of the general population;
  • Forty-one percent “like to visit shopping malls/clothing stores in my free time” versus a quarter of the general population; and
  • Sneakerheads surveyed over-index on engagement on social media, particularly YouTube, Instagram and TikTok.

YouGov’s study also found sneakerheads to be “big believers” in brand advocacy, with 71 percent more likely to buy from brands that express a view they agree with compared to 60 percent of the general population. And 55 percent like brands involved with social issues compared with 45 percent of the general population.

“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 ranked the Top five brands purchased by sneakerheads as follows:

  1. Nike led at 28 percent compared to 8 percent of the general population;
  2. Adidas, 24 percent compared to 9 percent of the general population;
  3. New Balance, 11 percent compared to 3 percent of the general population;
  4. Under Armour, 10 percent compared to 3 percent of the general population; and 
  5. Puma, 10 percent compared to 2 percent of the general population.

To view the full report go here.

Photo courtesy Sneaker Fortress