A survey of 2,000 adults revealed that nearly half consider themselves a 'superfan' of something, with 31 per cent being devoted to a sports team. A quarter have been swept up in movie franchise mania, while a fifth are dedicated to a particular video game.
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. 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.
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