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 21:27:41 GMT
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Viewed:
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3593 times
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In lugnet.market.theory, Leonard Hoffman wrote:
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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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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 purchase is probably higher, but not MUCH higher.
As far a # of fans, I think the amount is LESS than 1% of the total
consumer base.
Just my opinion,
Benjamin Medinets
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Message has 1 Reply:
 | | Re: Fed UP!!!!!!!!
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| (...) I remember doing calculations long ago, using myself as a 'rough guess' and coming up with pathetically small numbers. Something like 1-2% of Lego's sales; and that was based on roughly how many AFOLs were 'out there', how much Lego said it (...) (20 years ago, 20-Jul-04, to lugnet.market.theory)
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Message is in Reply To:
| | Re: Fed UP!!!!!!!!
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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). (...) (20 years ago, 20-Jul-04, to lugnet.market.theory, FTX)
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