A survey of 2,000 adults revealed that nearly half (49 per cent) consider themselves a 'superfan' of something, with 31 per cent being devoted to a sports team. A quarter (24 per cent) have been swept up in movie franchise mania, while a fifth are dedicated to a particular video game. Consequently, 36 per cent have watched every film and episode related to their interest, with a quarter attending as many matches, concerts, and performances as possible.
Additionally, 18 per cent have queued for special events to celebrate their fandoms, and 16 per cent pre-order the latest releases as soon as they become available online. On average, Brits have spent £287 on their fandom in the past year. The study was commissioned by M&M'S to celebrate the launch of its new M&M'S Minis and a pop-up experience in Soho on Wednesday 22nd May.
Chocolate lovers will have the opportunity to meet the famous characters, create mini chocolate versions of themselves, and be among the first in the UK to try M&M'S Minis. When it comes to chocolate, 85 per cent of the nation identify as fans, with 10 per cent claiming to be 'completely obsessed'. Half have visited a chocolate shop to indulge their sweet tooth, with 46 per cent describing it as a fantastic family day out.
Furthermore, 21 per cent plan to visit one in the next 12 months. Robb and Kathryn, hailing from London and Buckinghamshire respectively, are self-proclaimed 'superfans' of the sweet treat brand. Their paths crossed in a waiting room dur.
