A poll of 2,000 adults found 49% consider themselves to be a ‘superfan’ of something – and 31% have been hooked by a sports team. A quarter (24%) have gone mad for a movie franchise mania and a fifth have been dedicated to a video game title.
As a result, a third (36%) have watched every film and episode about their interest, with 25% attending as many matches, concerts, and performances as they possibly can.
And 18% have also queued up to attend special events to celebrate their fandoms, and another 16% will pre-order the latest drop as soon as it is available online. It emerged that, on average, that Brits have spent £287 on their fandom in the last 12 months.
The research was commissioned by M&M’S to mark the launch of its new M&M’S Minis alongside a mini pop-up experience in Soho on Wednesday 22nd May.
Fans of the chocolate will get the chance to meet the famous chocolate characters, create mini chocolate versions of themselves and be amongst the first to try M&M’S Minis as they reach the UK for the first time.
When it comes to chocolate, 85% of the nation count themselves as chocolate fans, with 1 in 10 (10%) saying that they are ‘completely obsessed’.
Half have ventured to a chocolate shop to satisfy their love for the sweet, with 46% describing it as a great day out for the family. As a fifth (21%) say they are planning to visit one in the next 12 months.
Robb and Kathryn, from London and Buckinghamshire, are self-confessed ‘superfans’ of the confectionery brand. They met in a waiting room when interviewing for a sports presenter job, it was there that Robb offered Kathryn one of his M&M’S and their friendship blossomed from there – while neither of them got the job it paved the way for a friendship.
Robb said: “When I think of M&M’S, it brings me back to when Kathryn and I first met years ago and how we naturally bonded over our shared love for them.
“Whenever we are together, we always manage to find a way to enjoy them, whether that’s visiting the London store or snacking on M&M’S while watching a film.”
