people that grow up outside the western US will have deep rooting interest in local schools. Some may also root for BYU, especially if they grew up in a BYU family. However, inner city person from some large city back east, even if they are life long members, will know little about BYU and definitely unlikely to be a fan of BYU sports, unless someone pushed them towards or otherwise influenced them to root for BYU. Having lived in Dallas, NYC area and Japan multiple times, people there may or may not know BYU exists, but are unlikely to affiliate with/ root for BYU, unless they have personal BYU affiliation through family, friends, etc. Many are somewhere between don't know BYU exists and have heard of BYU and know little about BYU.