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Dear LEGO® Fan community,
We hereby share top line, aggregated results of the LEGO Fan Survey which was
conducted in May 2012.
Over 6.000 LEGO fans over the age of 13 participated in the survey. A majority
of you who participated in the survey were above 18 of age with seven out of ten
being between 18-44 years old. 14% of the respondents were women. When we
compare this figure with previous studies, it indicates that more adult women
are entering the LEGO hobby. The main occupation among you who took the survey
were “computer/engineer/technical”, then “arts/design/media”, followed by
“business/financial operations” and “education/training/library”. Close to half
of you have a bachelor degree or more.
In general the data indicates that the joy of building was ingrained in you from
early childhood. Thus, eight out of ten confirm that as children they really
enjoyed coming up with solutions to problems. The data also suggests that you
were not afraid of embarking in building activities that others would think of
being a bit too challenging. Apparently, you had plenty of time for free play
and for many, playing with LEGO elemets was a daily occurring activity.
Surprisingly, at least to us, the numbers suggest that you did not make use of
older siblings and friends to help you build with LEGO products. This to us
suggests that you were self-motivated and did not need assistance or to be
encouraged to play with LEGO products.
Among those of you who responded, LUG members and people who have participated
in a LEGO fan club meeting or a convention seem to represent a smaller group.
However, data suggest that there are many more fans who expect to participate in
LEGO fan activities in the future. We can also see that there are quite a few
who expect to organize or participate in events where the purpose is to show fan
created work to non-LEGO fans. Thus, there seems to be lots of enthusiasm among
LEGO fans and a great interest in taking part of fan organized activities. We
guess that there is a direct link between the great work that so many LUGs are
doing and then this great anticipation to engage and socially interact.
About your online LEGO hobby activities, nearly nine out of ten check out LEGO
related online sites a couple of times per week or more. You mostly use LEGO
related online sites to check out new LEGO products and MOCs and to read reviews
of LEGO products. Many of you use LEGO related online sites to learn new
building styles and techniques, to keep informed about good LEGO deals, and to
hear the latest rumors or gossip. Fewer of you use LEGO related online sites to
show your latest MOCs, to contribute to LEGO fans’ discussions and to get other
fans’ input and help with things you are working on. Only very few use LEGO
related online sites to find new friends.
Regarding the way you perceive LEGO products, most of you agree that you feel a
personal connection with LEGO products and that you believe that LEGO products
are best in class. Judging from your answers, you are very knowledgeable about
LEGO products and many of your non-LEGO friends turn to you to get advice on
LEGO products. Close to half of you who took the survey have played with LEGO
products for more than 16 years. So, it is actually no surprise that others
think of you as a great source of knowledge and experience.
Seven out of ten agree that they take great joy in showing and explaining LEGO
models to people who are not actively involved in the LEGO hobby. Six out of ten
agrees that he or she feels compelled to help a fellow fan if he or she asks for
help on how to improve his or hers LEGO design. This to us indicates a general
openness and willingness to share and exchange the deep knowledge and experience
many of you possess.
We also asked you about the way you perceive your MOCs. While most of you would
not be too worried if other LEGO fans disliked your MOCs, many of you agree that
the opinions of other LEGO fans are important when judging your work and that a
MOC has to live up to certain standards if it has to be appreciated by many LEGO
fans. More than eight out of ten agree that winning a MOC award or having one’s
MOC praised by other LEGO fans would potentially represent a very positive
experience.
We are using the survey results to better understand the LEGO fan community and
your relationship with the LEGO products in general. We would like once again to
thank you for your participation.
With kind regards,
Jan Beyer, Community Operations Manager EU/Asia
James Foulds, Community Operations Senior Manager, Americas/Australia
Tormod Askildsen, Head of the LEGO Community Engagement & Events team
July 2, 2012
-From: The LEGO Group-
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