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From LEGO Community Engagement and Events (CEE)
Dear LEGO Fan community,
In April 2013, we ran an installation of our quarterly LEGO Fan Survey, and we
would like to share the results with you.
Over 5,000 LEGO fans over the age of 13 participated from Afghanistan to
Venezuela and nearly everywhere in between. This time, we provided the survey in
multiple languages instead of just in English, and the overall base of responses
grew as did participation from Asia (18% in this survey compared with 5% in the
first quarter of 2012) and Central Europe (15% in this survey compared with 9%
in the first quarter of 2012). Teens (13-18) represented 13% of survey takers,
and the largest two groups of adult fans participating included those from 25-34
and 35-44. This time, women represented less than 8% of survey takers - women
skew older than men and are more likely to be from North America, to talk to a
LEGO employee, or to post photos or videos of their MOCs online than men.
From the survey, we’ve learned that there are strong regional differences.
First, there are differences in how you perceive the value you get for the LEGO
products you’ve purchased compared with the price you paid – Eastern Europeans
and North Americans received the highest value; Australians, New Zealanders, and
Western Europeans, the lowest. Also, Americans are spending the most on LEGO
products, both for themselves and others.
In general, fans outside of Northern, Central, and Southern Europe don’t feel
they’ve had good opportunities to participate in events with other LEGO fans,
fans in Eastern and Western Europe especially feel this way. Fans in Central
Europe, it seems, have found their LEGO hobby more inspiring than usual over the
past three months than fans in all other regions.
Despite the differences, there are some similarities as well: fans across the
globe feel that the LEGO fan community is strong, and they are recognized for
their knowledge of LEGO products by fans and non-fans alike. Participation in
the fan community, by commenting about LEGO ‘stuff’ online or having
conversations about LEGO in person, is universally high, though strongest in
Northern Europe. Posting photos or videos of MOCs is done by just over a third
of fans but by more than half in Southern Europe. Similarly, attending a LUG
gathering is an activity only a quarter of fans have done in the past three
months, but 42% in Southern Europe have.
Finally, we learned that familiarity with the LEGO Community Engagement and
Events team could be higher. Fans that are aware of our team seem to have a more
positive perception of the value of LEGO products and participate more in events
than fans who are unfamiliar. We anticipate that the many activities we have
with newer LUGs will help drive up knowledge of our team.
Thank you to those of you who participated in the survey for allowing us the
opportunity to improve. We look forward to your responses in the next survey and
to your continued engagement and participation in the community.
With kind regards,
Yun Mi Antorini, Community Strategist on behalf of the CEE team
Source: LEGO Community Engagement and Events.
FYI: The CEE Blog link: CEE Blog site
-end of report-
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