Does any of it tally with our experience? Allegedly the average Liverpool fan is young and female, as too is the average for Man U. I've lived in the North West for 40 years, and been to both of these of these grounds a number of times, watching Saints and often not. I have also been a regular Saints fan for even longer, and my experience does not match with these profiles. I see more women, and more young people of both genders, at an average Saints game both home and away than I do at OT or Anfield. At Old Trafford, which a gang of us used to go to for European nights, half time conversation would often go along the lines of "No, can't make Thursday, I'm in Reykjavik". 30 something aspiring yuppies sat with scowling old Mancs and very few women of any age. Liverpool is still dominated by the "all right, la" scouser - very definitely male, and the majority (again in my experience) 40+
Researchers need to do a bit more qualitative analysis. This is lazy research and suffers from GIGO (garbage in, garbage out).