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Collingwood vs. St Kilda: It’s not just Football where they differ

Source: Roy Morgan Research, 12 months to June 2010. Base: Australians 14+, n=1,115

This Saturday, St. Kilda play Collingwood in the 2010 AFL Grand Final. Special Roy Morgan Research available on AFL Supporters reveals that despite matching up for Australian sport’s biggest annual game — there are several differences between the two sets of supporters in this year’s AFL Grand Final.

According to the latest Roy Morgan Research Sport Monitor Collingwood supporters (718,000) clearly outnumber St. Kilda supporters (397,000).

While Collingwood and St Kilda supporters barrack for different teams the differences do not end there.  In terms of demographics there is a slight difference between the proportion of male and female supporters (Male: St Kilda 52.4%, Collingwood 49.4%).

However, when looking at their attitudes and behaviours these differences are further highlighted.   Collingwood supporters are more likely than St Kilda supporters to drive a Ford or Holden and shop at lower end stores such as Dimmeys/Forges and Target. St Kilda supporters are more likely than Collingwood supporters to drive a Mitsubishi or Subaru and shop at higher end stores such as David Jones and Borders.

Collingwood Vs. St Kilda: Attitudes and Behaviours

Source: Roy Morgan Research, 12 months to June 2010. Base: Australians 14+, n=1,115.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Close analysis of the extensive research available by Roy Morgan across many different categories shows that although all supporters of the two competing football teams obviously enjoy their Aussie Rules — their attitudes and behaviours differ greatly.

“On the one hand, when comparing Collingwood to St Kilda supporters Collingwood supporters are more likely to agree that they do not like to know much about what’s happening in the world today whereas St Kilda supporters are more likely to agree that a percent of everyone’s income should go to charities.

“St Kilda supporters are also more likely than Collingwood supporters to have been to an art gallery, museum or antique exhibition while Collingwood supporters are more likely than St Kilda supporters to have been to a night club or disco.”