Subject:
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Re: Fed UP!!!!!!!!
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Newsgroups:
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lugnet.market.theory
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Date:
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Tue, 20 Jul 2004 19:02:11 GMT
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Viewed:
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3502 times
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In lugnet.market.theory, David Laswell wrote:
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In lugnet.color, Alfred Speredelozzi wrote:
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...I can accept that AFOLs represent 5% of the market...
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I’ve wondered about this for quite some time now...is that 5% supposed to be
by straight head-count, or by total dollar sales? If it’s by the head, then
we should be accounting for a rather hefty chunk of their gross income.
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I remember Brad saying at BF03 that it was 5% of sales. However, much of those
sales are at Walmart, Kmart, Target - which doesn’t collect stats on who the
customer is or for whom the customer is buying (adults for kids vs. adults for
adults).
I’d say the AFOL community is probably best guessed by BrickLink
members which is 25k. The logic
being that while each individual site (Lugnet, CC, FBTB, 1000steine.de, etc) has
a large number of silent lurkers.
A good point should be made that different AFOLs spend different amounts of
money on LEGO. For example, I make only 20k a year and I have colossal student
loans, so I really only spend ~$500 a year on lego. Granted, this is more than
your average kid (or parent buying for kid), but only by a factor of 2 or 3 at
most. This is versus someone like Troy who spends MUCH more than I do, and
probably accounts for 10 kids or more per year.
-Lenny
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Message has 3 Replies:
 | | Re: Fed UP!!!!!!!!
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| (...) As well, for me, another factor is that TLC ahsn't lost this AFOL as a purchase source. Actually, I'm buying more right from TLC and less from garage sales/newspaper adds due to the convenience/don't have to clean 'em issue. Dave K (20 years ago, 20-Jul-04, to lugnet.market.theory, FTX)
| | | 5% of what? (was: Re: Fed UP!!!!!!!!)
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| Hmm, I probably should have changed the title with my previous post, so I'll do so now. (...) That might not matter depending on how they collect their data. If they do so by customer response forms packed in the sets, or online polls, they're (...) (20 years ago, 20-Jul-04, to lugnet.market.theory, FTX)
| | | Re: Fed UP!!!!!!!!
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| (...) I have to agree with this theory. True Jake did say that AFOL's did represent a MERE 5% of sales, this does not account for the true value. Major stores do not keep track of who buys their stock (or who it is for). The actual adult fan (...) (20 years ago, 20-Jul-04, to lugnet.market.theory, FTX)
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Message is in Reply To:
| | Re: Fed UP!!!!!!!!
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| (...) I've wondered about this for quite some time now...is that 5% supposed to be by straight head-count, or by total dollar sales? If it's by the head, then we should be accounting for a rather hefty chunk of their gross income. (20 years ago, 20-Jul-04, to lugnet.market.theory, FTX)
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