Footy fans’ spending habits reveal their true colours

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AFL fans are more charitable than other Australians, new analysis by NAB has revealed.

NAB in conjunction with data analytics firm Quantium has analysed the spending habits of fans from all 18 AFL clubs, using de-identified and encrypted data from millions of purchases to find out what footy fans most liked to spend their money on.

The analysis found that traditional AFL powerhouse clubs of Essendon, Collingwood, Hawthorn and Richmond, together with the Western Bulldogs, are the biggest donors to charitable lotteries and raffles of all AFL fans.

And AFL fans overall are more charitable than other Australians, with all clubs’ fans ranking as big givers to charitable lotteries.

NAB’s General Manager Consumer Marketing Kevin Ramsdale said the analysis helped NAB better understand the spending habits, behaviours and banking needs of its customers.

It was also a fun way to learn more about footy fans, with the research reinforcing some long-held stereotypes while also unearthing some surprises.

“NAB has been footifying Australia for more than 10 years through NAB AFL Auskick, the NAB AFL Rising Star Program and the NAB Challenge and this is just a fun way of looking what the clubs’ supporters are interested in outside of football,” Mr Ramsdale said

The analysis discovered:

  • Collingwood: Forget the image of the old-school, working class supporters, today’s fans have expensive tastes: big spenders at Crown Complex and Southbank promenade, very body-conscious and big purchasers of toys and hobby-related products.
  • Geelong: The Cats’ fans reflect the laid back image of Victoria’s biggest regional town, preferring to be at the beach in boardies and thongs than eating out at restaurants. Cats supporters spend big on water sports and retail, but ignore upmarket wine and food.
  • Melbourne: Demon fans continue to live up to their reputation as the culture kings and queens of the AFL, spending big on music, movies and books, and country town holidays. But they are now also keeping a close eye on the family budget with a rising number of them shopping at bulk-buying discount supermarkets.
  • North Melbourne: Glen Archer would be shaking his fist. Forget the tough Shinboner image, Kangaroos supporters prefer spending at the Ballet and on their horses, as well as music, movies and books.
  • Richmond: Tigers or copy cats? It isn’t just Damien Hardwick trying to adopt the Hawks’ game plan at Punt Road – when it comes to the top shopping preferences, Richmond fans match the Hawks in all but one. Richmond fans prefer to spend on homewares and decorative goods, gym and fitness and DJ equipment.
  • Essendon: Bombers fans are enjoying the spoils of a booming local property market and are most likely to spend on tradies and courier delivery services. They also have expensive taste, spurning chain restaurants and preferring to drink quality wine than buying discount cases.
  • Hawthorn: Hawks fans are a mixed bag: they still love spending big at the Crown Complex and Southbank promenade, but also splash plenty of cash at discount stores and supermarkets.
  • Adelaide and Port Adelaide: Forget the Showdown on the footy field, Power and Crows supporters are just as likely to face-off in the aisles over budget furniture and appliances – it’s the number one spending preference for both groups of fans.
  • Sydney: While their team flies high on the ladder, Swans fans are flying high off the field – they are the biggest spenders on business travel among AFL fans.
  • St Kilda: Saints fans spend big as a family on their club, valuing shopping at the AFL store and other sport retailers.
  • West Coast and Fremantle: Eagles and Dockers fans share a love of fine wine and food while eating out at Perth’s restaurants.
  • Brisbane: Lions fans love shopping for their pets. Escaping the heat is also a favourite – they like shop for ski and snowboard gear and like to stay at ski resorts.
  • Western Bulldogs: Bulldogs fans have embraced bulk-buying discount supermarkets with open arms. They love hunting for bargains as buying things in bulk is one of their highest spending preferences.

 

The following information categorises millions of de-identified and encrypted credit card and debit card transactions, and groups them according to top preferences and bottom preferences for each clubs’ fans.


Adelaide                                 

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Budget Furniture and Appliances 1 Water Sports Retailing
2 Live Music Lover 2 Crown Complex
3 Ballet Dancers & Enthusiasts 3 Casual Urban Men’s Fashion
4 Ticketing Services 4 Online Luxury Boutiques
5 Accessible Australian Luxury Fashion Accessories 5 Charity Givers
6 Online Entertainment Goods 6 Motor Home Enthusiasts
7 Horse Lover 7 Couriers/Delivery Services
8 Online Pet Goods 8 Skincare Retail
9 High End Cosmetic and Beauty Queens 9 Active Young Families
10 Cigar Smokers 10 Gym Junkies

 

Brisbane

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Pet Owners 1 Families in to AFL
2 Snow Bunnies 2 Fast Fashion Teenage Girls
3 Big Brand International Shopper 3 Live Music Lover
4 Budget Home Goods 4 Charity Givers
5 Regional Town Living 5 Apple Addict
6 Mums and Young Kids on a Day Out 6 Online Bulk Wine Buyer
7 Stylish Working Women 7 Budget Furniture and Appliances
8 Carpenters 8 Toy and Hobby Buyer
9 Discount Stores 9 Polished, Professional Man
10 Young, High-End Fashionistas 10 Online Cosmetics Buyer


Carlton      

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Moving House 1 Online Homewares, Furniture and Appliances
2 Crown Complex 2 Budget Furniture and Appliances
3 Arty Online Shoppers 3 Flirty, Feminine Fashionista
4 Cowboy Fashion 4 Ticketing Services
5 Music, Movie and Book Enthusiasts 5 Cigar Smokers
6 Mainstream Online Fashionista 6 Upmarket Wine and Food
7 Water Sports Retailing 7 Domestic Luxury Shoppers
8 Discount Stores 8 Premium Fashionable Businessmen
9 Stationary Supplies 9 Online Surfwear
10 Online and Domestic Watch and Jewellery 10 US Travel

 

Collingwood       

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Charity Givers 1 Online Entertainment Goods
2 Crown Complex 2 Budget Furniture and Appliances
3 Gym Junkies 3 Regional Town Hardware
4 Stationary Supplies 4 Ballet Dancers and Enthusiasts
5 Antique Lovers 5 Chain Dinner Restaurants
6 Active Young Families 6 Budget Shoppers
7 Toy and Hobby Buyer 7 High End Cosmetic and Beauty Queens
8 Moving House 8 Online Bulk Wine Buyer
9 Self-Proclaimed DJs 9 Upmarket Wine and Food
10 Families in to AFL 10 Live Music Lover

 

Essendon

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Charity Givers 1 Chain Dinner Restaurants
2 Stationary Supplies 2 Online Bulk Wine Buyer
3 Trades Person 3 Travelling South America
4 Couriers/Delivery Services 4 Live Music Lover
5 Water Sports Retailing 5 Budget Furniture and Appliances
6 Interested Online Wine Novice 6 Accessible Australian Luxury Fashion Accessories
7 Country Town Holidays 7 Travelling to Japan
8 Skincare Retail 8 Online Homewares, Furniture and Appliances
9 Crown Complex 9 Budget Shoppers
10 Active Young Families 10 Ballet Dancers and Enthusiasts

 

Fremantle

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Upmarket Wine and Food 1 Active Young Families
2 Ballet Dancers and Enthusiasts 2 Houseware and Decorative Home (Online and Domestic)
3 US Travel 3 Pet Owners
4 Live Music Lover 4 Country Town Holidays
5 Online Bulk Wine Buyer 5 Photographer
6 Mainstream Homewares 6 Moving House
7 Ticketing Services 7 Family with Primary & Secondary School Children
8 Holiday to Major City 8 Trades Person
9 Classic Car or Motorcycle Owner 9 Discount Stores
10 Online Homewares, Furniture and Appliances 10 Budget Home and Garden Furnishings

 

Geelong     

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Water Sports Retailing 1 Upmarket Wine and Food
2 Business Travellers 2 Domestic Luxury Shoppers
3 Country Town Holidays 3 US Travel
4 International Jet Setter 4 Young, High-End Fashionistas
5 Outright Mobile Phone Purchaser 5 Mainstream Upmarket Kitchenware and Linen
6 Couriers/Delivery Services 6 High-End Cosmetic and Beauty Queens
7 Trades Person 7 Australian Designer Furniture
8 Mid-Market Conventional Womensware 8 Primary and Secondary School Children
9 Online Cosmetic Shopping 9 Canada Traveller
10 Antique Lovers 10 Art and Craft Enthusiast

 

Gold Coast

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Budget Home Goods 1 Families in to AFL
2 Ballet Dancers and Enthusiasts 2 Specialty Chocolate
3 Horse Lover 3 Flirty, Feminine Fashionista
4 Ticketing Services 4 Fast Fashion Teenage Girls
5 Stylish Working Women 5 Mature Women’s Online Professional Wear
6 Sophisticated Professional Women 6 International Unisex Fashion
7 Regional Town Living 7 Cigar Smokers
8 Big Brand International Shopper 8 PC Enthusiasts
9 Chatting to Family Overseas 9 Domestic and International Affordable Cosmetics
10 Pet Owners 10 Online Bulk Wine Buyer

 

Greater Western Sydney       

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Ticketing Services 1 Families in to AFL
2 Horse Lover 2 Asia Travel
3 Young High-End Fashionistas 3 Premium Men’s Fashion
4 Weekend Fishermen 4 Group Buying Addicts
5 Online Bulk Wine Buyer 5 Mainstream Online Fashionista
6 Motor Home Enthusiasts 6 International Jet Setter
7 Musician and Music Student 7 Camping
8 Costco Member 8 Budget Online Mature Womensware
9 International Traveller 9 Charity Givers
10 Online and Domestic Watch and Jewellery 10 Budget Home and Garden Furnishings

Hawthorn  

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Charity Givers 1 Budget Furniture and Appliances
2 Crown Complex 2 Chain Dinner Restaurants
3 Discount Stores 3 Ballet Dancers and Enthusiasts
4 Self-Proclaimed DJs 4 Online Bulk Wine Buyer
5 Houseware and Decorative Home (Online and Domestic) 5 Online Entertainment Goods
6 Stationary Supplies 6 Travelling to Japan
7 Water Sports Retailing 7 International Sports Betters
8 Gym Junkies 8 Buying Gift Cards Online
9 Interested Online Wine Novice 9 Second-Hand Shoppers
10 Trades Person 10 Group Buying Addicts

 

Melbourne

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Music, Movie and Book Enthusiast (online and Instore) 1 Ticketing Services
2 Country Town Holidays 2 Domestic Luxury Shoppers
3 Couriers/Delivery Services 3 Duty Free Shoppers
4 Family with Primary & Secondary School Children 4 Domestic Regional Air Travel
5 Mainstream Online Fashionista 5 Online Homewares, Furniture and Appliances
6 Families in to AFL 6 US Travel
7 Interested Online Wine Novice 7 Camping
8 Costco Member 8 Premium Watch and Jewellery Lovers
9 Trades Person 9 Live Music Lover
10 Toy and Hobby Buyer 10 Classic Women’s Fashion

 

North Melbourne

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Ballet Dancers and Enthusiasts 1 International Unisex Fashion
2 Horse Lover 2 Domestic Luxury Shoppers
3 Ticketing Services 3 Charity Givers
4 Chatting to Family Overseas 4 Occasional Luxury Splurge
5 Musician and Music Students 5 Art and Craft Enthusiast
6 American Shopping Holiday 6 Flirty, Feminine Fashionista
7 Music, Movie and Book Enthusiast (online and Instore) 7 Accountants
8 Stylish Working Women 8 Online Flower Buyers
9 Active Male Traveller 9 Middle Aged Plus Size Women
10 Online Cosmetic Shopping 10 Chain Dinner Restaurants

 

Port Adelaide     

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Budget Furniture and Appliances 1 Water Sports Retailing
2 High-End Cosmetic and Beauty Queens 2 Online Luxury Boutiques
3 Budget Shoppers 3 Crown Complex
4 Style Direct from USA 4 Stationary Supplies
5 Cigar Smokers 5 American Shopping Holiday
6 Second-Hand Shoppers 6 Casual Urban Men’s Fashion
7 Games and Technology in America 7 Charity Givers
8 Chain Dinner Restaurants 8 Stylish Working Women
9 High-End Boutique 9 Chatting to Family Overseas
10 Fashionable Homemaker 10 Motor Home Enthusiasts

 

Richmond

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Charity Givers 1 Budget Furniture and Appliances
2 Crown Complex 2 Chain Dinner Restaurants
3 Water Sports Retailing 3 Second-Hand Shoppers
4 Trades Person 4 Online Entertainment Goods
5 Stationary Supplies 5 Teen Shopping Centre Hangout
6 Self-Proclaimed DJs 6 Independent Business Women
7 Houseware and Decorative Home (online and domestic) 7 Travelling to Japan
8 Gym Junkies 8 Regular Newsagent Shopper
9 Active Young Families 9 International Sports Betters
10 Interested Online Wine Novice 10 Online Bulk Wine Buyer

 

St Kilda     

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Charity Givers 1 Stamp and Coin Collector
2 Families in to AFL 2 Domestic Regional Air Travel
3 Gym Junkies 3 Catalogue Shoppers
4 Costco Member 4 Travelling to Japan
5 Active Young Families 5 Live Music Lover
6 Moving House 6 Online Entertainment Goods
7 Mainstream Online Fashionista 7 Ballet Dancers and Enthusiasts
8 Casual Urban Men’s Fashion 8 Premium Watch and Jewellery Lovers
9 Handcrafted Specialty Goods 9 Duty Free Shoppers
10 Skincare Retail 10 Budget Furniture and Appliances

 

Sydney                

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Business Travellers 1 Backpacking UK and Europe
2 Antique Lovers 2 Premium Men’s Fashion
3 Time-Poor Parents 3 Ballet Dancers and Enthusiasts
4 Motor Home Enthusiasts 4 Big Brand International Shopper
5 Comfortable Mum with Kids 5 Mums and Young Kids on a Day Out
6 Upmarket Wine and Food 6 Camping
7 Young Plus-Size Women’s Fashion 7 Online Mature Women’s Fashion
8 Sports Mad 8 Online Youth Men’s Fashion
9 Domestic and International Affordable Cosmetics 9 High-End Domestic Business Traveller
10 Gym Junkies 10 Premium Fast Food

 

West Coast         

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Upmarket Wine and Food 1 Active Young Families
2 Camping 2 Family with Primary and Secondary School Children
3 Online Bulk Wine Buyer 3 Pet Owners
4 Mainstream Homewares 4 Houseware and Decorative Home (online and domestic)
5 Mobile Phones and Electronics 5 Photographer
6 Us Travel 6 Moving House
7 Budget Furniture and Appliances 7 Trades Person
8 Holiday to Major City 8 Discount Stores
9 Premium Watch and Jewellery Lovers 9 Country Town Holidays
10 Travelling to Japan 10 Horse Lover

 

Western Bulldogs        

Rank Top 10 preferences   Rank Bottom 10 preferences
1 Charity Givers 1 Primary and Secondary School Children
2 Gym Junkies 2 Catalogue Shoppers
3 Costco Member 3 Ballet Dancers and Enthusiasts
4 Antique Lovers 4 Domestic Regional Air Travel
5 Toy and Hobby Buyer 5 Australian Designer Furniture
6 Active Young Families 6 Online Entertainment Goods
7 Handcrafted Specialty Goods 7 Carpenters
8 Online Luxury Boutiques 8 Live Music Lover
9 Houseware and Decorative Home (online and domestic) 9 Mainstream Homewares
10 Families in to AFL 10 Stamp and Coin Collector

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