The LEGO Group would like to hear from LEGO fans like readers of The Brothers Brick in a new online survey.
Read on for more information, including results from the December 2008 survey.
Note: For our American readers, note that commas and apostrophes are reversed in numbers. For example, 2,4=2.4 and 1.000=1,000. I’ve also added links in a few places.
As Adult or Teenage Fans of LEGO, you bring an important perspective to the LEGO Group. We respect your creativity and passion for the LEGO brand.
In December 2008, we did an online survey to learn more about the global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities and for your information, we have listed the key findings below. Now we ask you to take this survey again. It include some of the same questions, but also a set of new questions for you. These surveys will be conducted on a quarterly basis this year.
Please take a few moments to complete this short online survey to let us know your opinion on how we are doing.
You might notice that the link refers to the LEGO Kids Inner Circle; this is because Satmetrix, which hosts that site, is also supporting our efforts to track AFOL/TFOL opinions. Rest assured that this survey is for AFOL’s and TFOLs only.
Here are some of the key findings from the December 2008 survey:
- The survey was completed by 6.500 (!) AFOLs and TFOLs. 19% of respondents were TFOLs, 81% was AFOLs. 94% were male, 4% female and 2% did not want to share gender.
- When asked about likeliness to recommend LEGO products and services to friends and family, AFOLs are more likely to recommend than TFOLs. When asked what the LEGO Group can do to improve willingness to recommend, most frequent answers was, “better pricing”, “re-release classic sets”, “less custom made pieces” and “no more stickers, print on bricks”. This feedback has been communicated to relevant business units within the LEGO Group.
- 47% of AFOLs/TFOLs are NOT members of a LEGO User group. Among those who are members of LEGO User Groups, they are in average members of 2,4 LUGs.
- In average AFOLs and TFOLs are spending in the area of USD 1.000/EUR 700 on LEGO product annually. 20% of this is spent on second hand purchases.
- Favorite websites include Peeron, LEGO.com, The Brothers Brick, shop.LEGO.com, Eurobricks, Brickshelf, Bricklink and Flickr.
The LEGO Community Team