Why 'Car Guys' Are 4 Times More Valuable to Marketers Than Average Consumers

New study examines behavior of auto, outdoor and home tech enthusiasts

Superfans are a powerful target audience for brands and marketers—almost twice as valuable overall, to be exact. That’s according to “The Power of the Enthusiast,” a new study by The Enthusiast Network (TEN) and GfK, which examines the purchase behavior and influence of “enthusiasts” in the automotive, adventure sports/outdoor and home tech categories.