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A Statistical Study of Sports Participation Sports Participation: 2016 Edition (Sport) ISSN: 0882-8210 1601 Feehanville Drive, Suite 300 Mount Prospect, IL 60056-6035 Phone: (800) 815-5422 Fax: (847) 391-9827 Email: research@nsga.org All rights in this document are reserved. No part of this document may be used or reproduced in any manner whatsoever without written permission from the National Sporting Goods Association. For permission or information, please contact the NSGA Research Department at 800-815-5422 or research@nsga.org. 2
Table of Contents Explanation of Contents.4 Introduction Methodology Data Indicated in the Report Participation Overview Snapshots..8 Overall Participation Lifecycle Demographics Cross Participation Detailed Tables.20 3
Introduction The Sports Participation in the United States study is a research program designed to measure the number of individuals seven years of age or older who participated in each of a number of different sports / recreational activities within the previous year. This study measures the annual number of participants in each sport/activity, the frequency of participation (number of days of participation in 2015), total days of participation, and the mean (average) and median (mid-point) number of days of participation. This report includes quick-view snapshots and detailed tables related to overall participation, lifecycle demographics, and cross participation. Overall participation is broken out by : Gender, Age, and Presence of Children age 18 or under in the household Male Age, Mean Age, and Education of Male Household Head (if present) Female Age, Mean Age, and Education of Female Household Head (if present) Household Income and Market Size U.S. Census Region and Ethnicity/Race The Single Sports Detailed Tables are generated for selected demographics, including gender, age, mean, and median ages by gender and frequency of participation, education of male and female household heads (if present), household income, market size, U.S. census region, and ethnicity/race. The data reported for ethnicity/race should be used only to rank sport/activity participation within that ethnic group/race. Due to sampling constraints, it is inappropriate to subtract this data from the total in order to arrive at participation numbers for non-african American or non-hispanic participants. 4
Methodology Sampling An online panel maintained by Survey Sampling International (SSI) was used. The panel is balanced on a number of characteristics determined to be key indicators of general purchase behavior, including household size and composition, household income, age of household head, region, and market size. Due to the online methodology African Americans and Hispanics are somewhat underrepresented in the sample. 2010 marks the first year that an online survey methodology was used for collecting data on sports participation. Prior to 2010, this annual study was conducted using a mailback survey methodology. Readers should keep this in mind when making direct comparisons between 2010 and data published prior to 2010. Questionnaire In January 2016, sample members of the SSI panel were invited to complete the sports participation survey online. Respondents were asked to identify other household members ages seven or older, indicate their age and gender, and provide the number of days of participation for each sport/activity in 2015. Returns The study results are based on approximately 35,000 individuals who are ages 7 and older. In order to ensure returns were representative of the U.S., the data was weighted to represent the demographic composition of the U.S. based on the following characteristics: state of residence, household income, and population density. The returns were then projected to 290,841,000 - the U.S. population age 7 and older in 2015. A 918-cell age/gender/state weight matrix was used to project the weighted sample to represent the actual age and gender distribution by state of the U.S. population. 5
Data Indicated in the Report Participants A participant is defined as an individual seven years of age or older who participates in a sport/activity at least two days in a given year for all sports/activities except aerobic exercising, bicycle riding, exercise walking, exercise with equipment, running/jogging, swimming, weight lifting, and work out at club/gym/fitness studio. For these fitness activities, participation is defined as six days or more during the year. The definition of "Frequent", "Occasional" and "Infrequent" participants varies for each sport/activity and is indicated in the report. For sports/activities where the incidence of participation is low, participants may be divided into "Frequent" and "Occasional" only. Geographic Tables The tables in this report show the demographic distribution of participants for each sport by geographic region. The states in the geographic regions are: East West East West New Middle North North South South South England Atlantic Central Central Atlantic Central Central Mountain Pacific CT NJ IL IA DE AL AR AZ CA ME NY IN KS FL KY LA CO OR MA PA MI MN GA MS OK ID WA NH OH MO MD TN TX MT AK RI WI NE NC NV HI VT ND SC NM SD VA UT WV WY DC 6
Data Indicated in the Report (cont d) Lifecycle Segments The LifeCycle segments used in this report are: Affluent Singles: single head of household, under 65, top third in per capita income Low/Middle Income Singles: single head of household, under 65, bottom two-thirds in per capita income Double Income with No Kids (DINKS): two heads of household, under 45, both employed, without children Working Parents: two heads of household, under 65, both employed, with children Single Parents: single head of household (usually female), under 65, with children Affluent Traditional Families: two heads of household, under 65, one spouse employed, with children under 18, top third in per capita income Low/Middle Income Traditional Families: two heads of household, under 65, one spouse employed, with children under 18, bottom two-thirds in per capita income Affluent Empty Nesters: middle-aged, no children under 18 in household, top third in per capita income Low/Middle Income Empty Nesters: middle-aged, no children under 18 in household, bottom two-thirds in per capita income Seniors (Age 65+): Female Head (Male Head if Female Head is not present) is 65 or over 7
Participation Overview Snapshots 8
Participation Overview Snapshots: How to Read Participation Definitions Participant: for this sport/activity an individual 7 years of age or older who participated at least 2 days during 2015. Frequent, Occasional, and Infrequent participation are defined within the frequency pie chart on the following pages. As an example, Frequent (20+) means a person must have participated at least 20 days during the year to be considered a frequent participant. Explanation / Example of an Index An index removes bias towards participation in larger segments of the population by focusing on concentration of participation within a given segment. It determines if participation within that segment is under or over-developed as compared to the other segments being examined. Age Group Index Participation (MM) 7-11 356 3.2 There were 3.2 million participants, representing 26.1% of total participation 12-17 18-24 25-34 35-44 45-54 55-64 20 46 81 124 105 246 2.6 1.7 1.9 1.4 0.9 0.3 The index of 356 means that 7 11 year olds were about 3 ½ times more likely to participate in the sport/recreational activity than the national population. An index of 100 represents the average. 7 11 year olds represented 7.3% of the total U.S. population (for all ages 7 years & older) Index Calculation = 26.1% 7.3% x 100 65-74 75+ 14 6 0.1 0.1 9
Sport Participation Overview Snapshot #1 Participation (in millions) Frequency of Participation 13.3 13.0 13.0 12.3 11.1 11.6 11.7 12.2 12.0 12.3 Frequent (20+) 12.2% 7.7 7.6 7.4 7.0 7.2 6.9 6.8 6.7 6.8 5.6 5.4 5.6 5.2 5.5 4.6 4.9 5.2 3.9 7.6 4.7 Infrequent (2-4) 43.3% Occasional (5-19) 44.5% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Total Participation Male Participation Female Participation Total Participation In 2015 there were 12.3 million sport participants in the U.S. 7.6 million (62%) were male 4.7 million (38%) were female Frequency of Participation 12.2% were frequent participants (participated 20 or more days during 2015) 44.5% were occasional participants (participated 5 19 days during 2015) 43.3% were infrequent participants (participated 2 4 days during 2015) 10
Sport Participation Overview Snapshot #2 By Age Group Index Participation (MM) By Household Income Index Participation (MM) By U.S. Region Participation (MM) Index 7-11 141 1.2 < $15,000 53 0.8 New England 95 0.5 12-17 18-24 25-34 35-44 45-54 55-64 65-74 123 132 144 124 105 59 18 1.3 1.8 2.7 2.1 1.9 1.0 0.3 $15K - $24K $25K - $34K $35K - $49K $50K - $74K $75K - $99K $100K - $149K 65 77 91 117 128 130 0.9 1.0 1.5 2.4 1.8 2.1 Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain 94 80 83 82 107 101 172 1.5 1.4 0.9 2.0 0.7 1.2 1.5 75+ 12 0.1 $150K+ 128 1.8 Pacific 122 2.5 Demographics/Geographics Age: Participation was most developed within the 25 34 age group i.e. There were 2.7 million participants between 25 34 years old, this segment was almost 1½ times more likely to participate in this sport/activity than the average population Household Income: Participation was most developed among households with higher incomes U.S. Region: Participation was most developed within the Mountain region 11
Lifecycle Demographic Snapshots 12
Lifecycle Demographics: Segments Segment Definitions Affluent Singles: single head of household, under 65, top third in per capita income Low/Middle Income Singles: single head of household, under 65, bottom two-thirds in per capita income Double Income with No Kids (DINKS): two heads of household, under 45, both employed, without children Working Parents: two heads of household, under 65, both employed, with children Single Parents: single head of household (usually female), under 65, with children Affluent Traditional Families: two heads of household, under 65, one spouse employed, with children under 18, top third in per capita income Low/Middle Income Traditional Families: two heads of household, under 65, one spouse employed, with children under 18, bottom two-thirds in per capita income Affluent Empty Nesters: middle-aged, no children under 18 in household, top third in per capita income Low/Middle Income Empty Nesters: middle-aged, no children under 18 in household, bottom two-thirds in per capita income Seniors (Age 65+): Female Head (Male Head if Female Head is not present) is 65 or over 13
Lifecycle Demographics Snapshots: How to Read Lifecycle Demographics Snapshot #1: Participation Index Provides a view of participation through use of an index. An index removes bias towards participation in larger segments of the population by focusing on concentration of participation within a given segment. It determines if participation within that segment is under or over-developed as compared to the other segments being examined. 73 63 102 206 194 162 155 61 18 6 The index of 194 indicates that this segment was almost 2 times more likely to participate in the sport/activity than the national population. An index of 100 represents the average. The index is calculated by using the example data in the charts below: 18.8% 9.7% *100 = 194 Sport Lifecycle Demographics Snapshot #2: % of Participation Provides a view of participation as a % of total U.S. population. 6.8% 13.6% 15.1% 10.4% 9.7% 10.1% 10.2% 8.5% 8.8% 8.6% 8.6% 6.8% 4.9% 18.2% 18.8% 16.8% 15.7% 6.2% This segment represented 9.7% of the total U.S. population (ages 7+) This segment represented 18.8% of this sport s participation 1.2% 0.9% Total U.S. Population (Ages 7+) Sport 14
Sport Lifecycle Demographics Snapshot #1 Index to Total U.S. Population (Ages 7+) Sport Participants = XX,XXX,XXX 225 209 171 165 174 148 144 150 149 111 125 130 125 123 118 136 117 126 83 95 87 95 64 98 97 93 84 94 92 71 90 77 41 42 47 16 14 16 18 15 Total Sport Frequent Occasional Infrequent Affluent Singles Low / Mid Income Singles DINKS Working Parents Single Parents Affluent Families Low / Mid Income Families Affluent Empty Nesters Low / Mid Empty Nesters Age 65+ 15
Sport Lifecycle Demographics Snapshot #2 Distribution of Participation Sport Participants = XX,XXX,XXX 22.5% 20.8% 19.0% 14.0% 11.0% 10.3% 10.3% 10.0% 9.9% 15.9% 17.0% 16.2% 14.3% 12.8% 11.7% 9.8% 8.8% 13.2% 15.4% 12.4% 10.7% 16.4% 15.3% 14.9% 13.0% 11.8% 8.7% 8.3% 9.9% 12.0% 12.6% 9.3% 6.7% 7.4% 7.5% 6.4% 6.6% 7.2% 6.9% 6.2% 5.7% 4.5% 1.8% 2.6% 2.5% 0.6% 1.9% 2.9% 2.4% 2.1% Total U.S. Population (Ages 7+) Total Sport Frequent Occasional Infrequent Affluent Singles Low / Mid Income Singles DINKS Working Parents Single Parents Affluent Families Low / Mid Income Families Affluent Empty Nesters Low / Mid Empty Nesters Age 65+ 16
Cross Participation Snapshot 17
Cross Participation Snapshot: How to Read How to Read Cross Participation Data: Sport Z 46.4% of participants in Sport Z also participated in Sport A 16.4% of the U.S. population (7 years of age or older) participated in Sport A The index of 283 indicates participants in Sport Z were almost 3 times more likely to also participate in Sport A. The index is calculated in the following manner: 46.4% 16.4% *100 = 283 An index of 100 represents the average. 18
Sport Cross Participation Sport Cross Participation Including Index vs. Total U.S. Participation Sport Participants = XX,XXX,XXX Hiking Camping (Vacation/Overnight) Exercise Walking Exercising with Equipment Swimming Bicycle Riding Fishing (Fresh Water) Bowling Running/Jogging Aerobic Exercising Billiards/Pool Weightlifting Basketball Hunting w/firearms Target Shooting (Live Ammo) Yoga Work Out At Club/Gym/Fitness Baseball Boating (Motor/Power) Golf Tennis Kayaking Table Tennis Dart Throwing Fishing (Salt Water) % Participating In Total U.S. Participation Index % Participating In Total U.S. Participation Index 75.0% 14.4% 519 Soccer 18.2% 4.9% 374 71.8% 13.8% 520 Canoeing 18.0% 2.5% 713 66.7% 36.6% 182 Softball 17.9% 3.4% 533 50.8% 19.3% 263 Football (Touch) 17.5% 3.2% 556 50.8% 15.9% 319 Football (Tackle) 16.7% 2.7% 620 48.9% 12.4% 395 Mountain Biking (Off Road) 16.4% 1.9% 849 46.7% 10.1% 461 Volleyball 15.5% 3.7% 420 45.5% 12.1% 376 Archery (Target) 13.8% 2.9% 481 43.9% 15.3% 287 Football (Flag) 13.7% 2.3% 604 37.7% 15.5% 243 Hunting w/bow & Arrow 12.3% 2.0% 626 37.6% 7.4% 510 Ice/Figure Skating 11.1% 2.6% 427 34.6% 12.0% 289 Skiing (Alpine) 10.7% 2.1% 515 34.3% 8.5% 403 Paintball Games 10.6% 1.8% 605 32.1% 6.1% 528 Martial Arts/MMA/Tae Kwon Do 10.6% 2.3% 467 27.6% 7.0% 392 Snowboarding 10.3% 1.5% 700 26.1% 10.6% 247 Skateboarding 10.2% 1.9% 523 25.9% 12.6% 206 In-line Roller Skating 9.3% 1.7% 555 24.9% 4.1% 614 Water Skiing 8.7% 1.2% 722 24.3% 4.9% 500 Target Shooting (Airgun) 8.0% 1.8% 447 21.2% 6.4% 332 Gymnastics 8.0% 2.0% 403 19.6% 4.4% 447 Hockey (Ice) 6.7% 1.1% 585 18.9% 3.2% 597 Lacrosse 6.3% 1.0% 626 18.7% 3.6% 517 Boxing 5.7% 1.2% 464 18.5% 3.5% 528 Wrestling 4.9% 1.0% 471 18.2% 3.3% 545 Pilates 4.7% 1.9% 247 19
Detailed Tables 20
How to Read Example Only Example Read Vertically Read Horizontally = + + + + + + + + How to Read: Most data sets have three rows: - Row 1: total participation for that segment (i.e. 2.4 million participants are males between 12-17 yrs. old) - Row 2: read vertically (i.e. 26.5% of male participants are frequent participants, 53.9% are occasionals, and 19.6% are infrequents) - Row 3: read horizontally (i.e. 30.4% of the 2.9 million frequent male participants are between 7-11 yrs. old; 30.4% / 88.5% = 34.4% of frequent male participants are between 7-11 yrs. old) 21
Males: Age/Education Including Frequency of Participation SPORT NSGA Sports Participation January-December 2015 (presented in '000) Male Age Male Head Education Total Total Male 7-11 12-17 18-24 25-34 35-44 45-54 55-64 65-74 75+ Mean Age Median Age Not HS Grad HS Grad Coll Grad Total Participants 12309 7560 599 897 1086 1411 1295 1362 683 168 59 34.08 33.00 150 3645 6461 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 61.4 4.9 7.3 8.8 11.5 10.5 11.1 5.5 1.4 0.5 1.2 29.6 52.5 Frequent (20+) 1506 943 52 76 125 263 120 197 90 14 5 34.65 30.00 38 524 769 12.2 12.5 8.7 8.5 11.5 18.6 9.3 14.5 13.2 8.3 8.8 25.4 14.4 11.9 100.0 62.6 3.5 5.1 8.3 17.5 8.0 13.1 6.0 0.9 0.3 2.5 34.8 51.1 Occasional (5 to 19) 5477 3339 232 408 385 691 581 641 277 70 54 34.95 34.00 56 1573 2939 44.5 44.2 38.8 45.5 35.4 49.0 44.9 47.0 40.5 41.9 91.2 37.2 43.1 45.5 100.0 61.0 4.2 7.5 7.0 12.6 10.6 11.7 5.1 1.3 1.0 1.0 28.7 53.7 Infrequent (2 to 4) 5326 3278 315 412 576 457 594 524 316 84 -- 33.03 31.00 56 1548 2752 43.3 43.4 52.6 46.0 53.0 32.4 45.9 38.5 46.3 49.8 -- 37.4 42.5 42.6 100.0 61.5 5.9 7.7 10.8 8.6 11.2 9.8 5.9 1.6 -- 1.1 29.1 51.7 Mean number of days 8.14 8.05 6.27 7.60 7.51 9.65 7.48 8.44 7.92 8.03 9.52 -- -- 12.98 8.48 8.16 Median number of days 5.00 5.00 4.00 5.00 4.00 6.00 5.00 5.00 5.00 5.00 10.00 -- -- 14.00 5.00 5.00 PARTICIPATION Days of participation 100230 60847 3756 6817 8152 13619 9684 11497 5412 1351 559 -- -- 1950 30896 52727 1 day only 2287 1320 82 115 199 359 244 173 88 61 -- -- -- 31 781 1010 22
Females: Age/Education Including Frequency of Participation SPORT NSGA Sports Participation January-December 2015 (presented in '000) Female Age Female Head Education Total Total Female 7-11 12-17 18-24 25-34 35-44 45-54 55-64 65-74 75+ Mean Age Median Age Not HS Grad HS Grad Coll Grad Total Participants 12309 4749 626 406 668 1248 830 569 310 93 -- 30.84 29.00 31 3520 5547 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 -- 100.0 100.0 100.0 100.0 38.6 5.1 3.3 5.4 10.1 6.7 4.6 2.5 0.8 -- 0.3 28.6 45.1 Frequent (20+) 1506 563 92 54 31 215 71 56 23 19 -- 29.79 29.00 23 410 655 12.2 11.8 14.7 13.4 4.6 17.2 8.6 9.9 7.5 20.6 -- 74.4 11.6 11.8 100.0 37.4 6.1 3.6 2.1 14.3 4.7 3.7 1.5 1.3 -- 1.5 27.2 43.5 Occasional (5 to 19) 5477 2138 243 178 358 581 303 313 129 32 -- 30.86 28.00 -- 1477 2405 44.5 45.0 38.9 43.9 53.7 46.5 36.6 55.0 41.6 34.7 -- -- 42.0 43.4 100.0 39.0 4.4 3.3 6.5 10.6 5.5 5.7 2.4 0.6 -- -- 27.0 43.9 Infrequent (2 to 4) 5326 2048 290 173 278 452 455 200 158 42 -- 31.12 29.00 8 1633 2487 43.3 43.1 46.4 42.7 41.7 36.2 54.9 35.1 50.9 44.7 -- 25.6 46.4 44.8 100.0 38.5 5.5 3.3 5.2 8.5 8.5 3.7 3.0 0.8 -- 0.1 30.7 46.7 Mean number of days 8.14 8.29 9.87 8.85 6.17 9.59 6.88 7.63 8.11 10.35 -- -- -- 23.08 7.62 8.00 Median number of days 5.00 5.00 5.00 5.00 5.00 5.00 4.00 5.00 4.00 5.00 -- -- -- 30.00 5.00 5.00 PARTICIPATION Days of participation 100230 39383 6177 3592 4121 11967 5710 4338 2511 968 -- -- -- 712 26828 44402 1 day only 2287 967 92 74 156 211 217 136 28 24 28 -- -- -- 641 923 23
Household Income Including Frequency of Participation SPORT NSGA Sports Participation January-December 2015 (presented in '000) Household Income Market Size Total Under $15,000- $25,000- $35,000- $50,000- $75,000- $100,000- Non-Cbsa/ $15,000 $24,999 $34,999 $49,999 $74,999 $99,999 $149,999 $150,000+ CSA < 100K 100K- 499K 500K- 1.9M 2M & Over Total Participants 12309 817 882 958 1467 2449 1811 2148 1776 1898 2486 2620 5306 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 6.6 7.2 7.8 11.9 19.9 14.7 17.5 14.4 15.4 20.2 21.3 43.1 Frequent (20+) 1506 49 149 154 157 284 194 245 273 243 320 386 557 12.2 6.0 16.9 16.0 10.7 11.6 10.7 11.4 15.4 12.8 12.9 14.7 10.5 100.0 3.2 9.9 10.2 10.4 18.9 12.9 16.3 18.1 16.1 21.3 25.6 37.0 Occasional (5 to 19) 5477 308 377 482 669 1080 693 1022 845 861 1140 1293 2183 44.5 37.7 42.8 50.3 45.6 44.1 38.3 47.6 47.6 45.4 45.9 49.3 41.1 100.0 5.6 6.9 8.8 12.2 19.7 12.7 18.7 15.4 15.7 20.8 23.6 39.9 Infrequent (2 to 4) 5326 460 355 323 641 1085 924 881 658 793 1025 941 2566 43.3 56.3 40.3 33.7 43.7 44.3 51.0 41.0 37.0 41.8 41.2 35.9 48.4 100.0 8.6 6.7 6.1 12.0 20.4 17.3 16.5 12.4 14.9 19.2 17.7 48.2 Mean number of days 8.14 6.13 9.28 8.68 8.25 7.98 7.05 7.84 9.84 8.41 8.81 9.00 7.31 Median number of days 5.00 3.00 5.00 5.00 5.00 5.00 4.00 5.00 5.00 5.00 5.00 5.00 5.00 PARTICIPATION Days of participation 100230 5004 8182 8316 12104 19531 12780 16835 17478 15951 21896 23579 38804 1 day only 2287 318 164 184 263 422 358 340 237 335 358 408 1185 24
U.S. Region Including Frequency of Participation SPORT NSGA Sports Participation January-December 2015 (presented in '000) U.S. Region Ethnicity/Race Total New England Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Pacific African- American Hispanic Total Participants 12309 540 1511 1435 869 2013 733 1215 1540 2453 937 1786 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 4.4 12.3 11.7 7.1 16.4 6.0 9.9 12.5 19.9 7.6 14.5 Frequent (20+) 1506 38 246 244 86 365 76 50 208 191 140 252 12.2 7.1 16.3 17.0 9.9 18.1 10.4 4.2 13.5 7.8 14.9 14.1 100.0 2.6 16.3 16.2 5.7 24.2 5.1 3.4 13.8 12.7 9.3 16.7 Occasional (5 to 19) 5477 242 602 570 363 753 456 493 853 1145 221 801 44.5 44.9 39.8 39.7 41.8 37.4 62.3 40.6 55.4 46.7 23.6 44.8 100.0 4.4 11.0 10.4 6.6 13.7 8.3 9.0 15.6 20.9 4.0 14.6 Infrequent (2 to 4) 5326 259 664 621 419 896 201 672 479 1116 576 733 43.3 48.0 43.9 43.3 48.3 44.5 27.4 55.3 31.1 45.5 61.5 41.1 100.0 4.9 12.5 11.7 7.9 16.8 3.8 12.6 9.0 21.0 10.8 13.8 Mean number of days 8.14 6.56 8.29 8.63 7.68 9.00 8.62 5.95 8.96 8.01 8.28 7.92 Median number of days 5.00 5.00 5.00 5.00 5.00 5.00 5.00 4.00 5.00 5.00 3.00 5.00 PARTICIPATION Days of participation 100230 3539 12529 12384 6671 18113 6316 7232 13799 19646 7759 14149 1 day only 2287 63 172 215 251 462 106 144 341 533 210 424 25
Lifecycle Demographics Including Frequency of Participation SPORT NSGA Sports Participation January-December 2015 (presented in '000) Total Affluent Singles Low/Mid Income Singles Dinks Working Parents Lifecycle Single Parents Affluent Families Low/Mid Income Families Affluent Empty Nesters Low/Mid Empty Nesters Age 65+ Total Population 290841 19570 40683 29922 28969 31855 28908 29917 21576 13198 46243 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 6.7 14.0 10.3 10.0 11.0 9.9 10.3 7.4 4.5 15.9 SPORT Total Participants 12309 918 1435 1578 2091 1989 1757 1202 793 227 320 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 7.5 11.7 12.8 17.0 16.2 14.3 9.8 6.4 1.8 2.6 Frequent (20+) 1506 132 199 100 338 161 187 232 108 9 38 12.2 14.4 13.9 6.3 16.2 8.1 10.6 19.3 13.7 4.2 12.0 100.0 8.8 13.2 6.6 22.5 10.7 12.4 15.4 7.2 0.6 2.5 Occasional (5 to 19) 5477 455 710 837 644 814 901 475 380 104 156 44.5 49.6 49.5 53.1 30.8 40.9 51.3 39.5 48.0 45.8 48.8 100.0 8.3 13.0 15.3 11.8 14.9 16.4 8.7 6.9 1.9 2.9 Infrequent (2 to 4) 5326 331 525 641 1108 1014 670 494 304 113 126 43.3 36.0 36.6 40.6 53.0 51.0 38.1 41.1 38.4 50.1 39.2 100.0 6.2 9.9 12.0 20.8 19.0 12.6 9.3 5.7 2.1 2.4 26
Lifecycle Demographics Including Gender and Age SEGMENT BY SPORT BY DEMOGRAPHICS - SPORT NSGA Sports Participation January-December 2015 (presented in '000) Total Affluent Singles Low/Mid Income Singles Dinks Working Parents Lifecycle Single Parents Affluent Families Low/Mid Income Families Affluent Empty Nesters Low/Mid Empty Nesters Age 65+ Total Participants 12309 918 1435 1578 2091 1989 1757 1202 793 227 320 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 7.5 11.7 12.8 17.0 16.2 14.3 9.8 6.4 1.8 2.6 Gender Male 7560 588 869 948 1220 1081 1192 716 509 209 227 61.4 64.0 60.6 60.1 58.3 54.4 67.8 59.6 64.2 92.4 70.8 100.0 7.8 11.5 12.5 16.1 14.3 15.8 9.5 6.7 2.8 3.0 Female 4749 330 566 630 871 907 566 486 284 17 93 38.6 36.0 39.4 39.9 41.7 45.6 32.2 40.4 35.8 7.6 29.2 100.0 6.9 11.9 13.3 18.3 19.1 11.9 10.2 6.0 0.4 2.0 Age 7-11 1225 -- -- -- 228 436 314 247 -- -- -- 10.0 -- -- -- 10.9 21.9 17.9 20.5 -- -- -- 100.0 -- -- -- 18.6 35.6 25.6 20.1 -- -- -- 12-17 1303 -- -- -- 446 451 275 131 -- -- -- 10.6 -- -- -- 21.3 22.7 15.7 10.9 -- -- -- 100.0 -- -- -- 34.2 34.6 21.1 10.0 -- -- -- 18-24 1753 202 402 674 137 140 48 150 -- -- -- 14.2 22.0 28.0 42.7 6.6 7.1 2.7 12.4 -- -- -- 100.0 11.5 23.0 38.4 7.8 8.0 2.7 8.5 -- -- -- 25-34 2659 274 360 714 324 355 376 255 -- -- -- 21.6 29.9 25.1 45.2 15.5 17.9 21.4 21.2 -- -- -- 100.0 10.3 13.6 26.9 12.2 13.4 14.2 9.6 -- -- -- 35-44 2125 137 269 191 600 312 380 237 -- -- -- 17.3 15.0 18.7 12.1 28.7 15.7 21.6 19.7 -- -- -- 100.0 6.5 12.7 9.0 28.2 14.7 17.9 11.1 -- -- -- 45-54 1931 184 281 -- 322 205 313 153 374 100 -- 15.7 20.0 19.6 -- 15.4 10.3 17.8 12.7 47.1 44.3 -- 100.0 9.5 14.6 -- 16.7 10.6 16.2 7.9 19.3 5.2 -- 55-64 993 120 122 -- 34 89 52 31 419 126 -- 8.1 13.1 8.5 -- 1.6 4.5 2.9 2.6 52.9 55.7 -- 100.0 12.1 12.3 -- 3.4 8.9 5.2 3.1 42.2 12.7 -- 65-74 262 -- -- -- -- -- -- -- -- -- 262 2.1 -- -- -- -- -- -- -- -- -- 81.7 100.0 -- -- -- -- -- -- -- -- -- 100.0 75+ 59 -- -- -- -- -- -- -- -- -- 59 0.5 -- -- -- -- -- -- -- -- -- 18.3 100.0 -- -- -- -- -- -- -- -- -- 100.0 27
Lifecycle Demographics Including Region and Metro Market Size SEGMENT BY SPORT BY DEMOGRAPHICS - SPORT NSGA Sports Participation January-December 2015 (presented in '000) Total Affluent Singles Low/Mid Income Singles Dinks Working Parents Lifecycle Single Parents Region New England 540 58 45 105 101 23 75 38 94 -- 2 4.4 6.3 3.1 6.6 4.8 1.2 4.2 3.2 11.8 -- 0.6 100.0 10.7 8.3 19.4 18.7 4.3 13.8 7.0 17.3 -- 0.4 Middle Atlantic 1511 148 139 201 364 213 243 21 100 50 34 12.3 16.1 9.7 12.7 17.4 10.7 13.8 1.8 12.6 21.9 10.5 100.0 9.8 9.2 13.3 24.1 14.1 16.1 1.4 6.6 3.3 2.2 East North Central 1435 85 152 175 206 351 165 193 76 -- 31 11.7 9.3 10.6 11.1 9.8 17.6 9.4 16.0 9.6 -- 9.8 100.0 5.9 10.6 12.2 14.3 24.5 11.5 13.4 5.3 -- 2.2 West North Central 869 92 76 155 187 89 65 90 70 34 11 7.1 10.1 5.3 9.8 9.0 4.5 3.7 7.5 8.8 15.0 3.3 100.0 10.6 8.7 17.9 21.6 10.3 7.4 10.3 8.1 3.9 1.2 South Atlantic 2013 157 281 186 319 324 161 339 161 41 45 16.4 17.1 19.6 11.8 15.2 16.3 9.2 28.2 20.3 18.1 14.1 100.0 7.8 13.9 9.2 15.8 16.1 8.0 16.8 8.0 2.0 2.2 East South Central 733 22 112 33 160 88 115 191 6 7 -- 6.0 2.3 7.8 2.1 7.6 4.4 6.5 15.9 0.8 3.0 -- 100.0 2.9 15.3 4.5 21.8 12.0 15.6 26.1 0.9 0.9 -- West South Central 1215 38 175 104 213 240 225 50 82 51 36 9.9 4.2 12.2 6.6 10.2 12.1 12.8 4.2 10.3 22.4 11.2 100.0 3.2 14.4 8.6 17.6 19.8 18.5 4.2 6.7 4.2 2.9 Mountain 1540 94 104 317 118 276 330 125 75 45 58 12.5 10.2 7.3 20.1 5.6 13.9 18.8 10.4 9.5 19.7 18.0 100.0 6.1 6.8 20.6 7.6 17.9 21.4 8.1 4.9 2.9 3.7 Pacific 2453 224 351 302 423 385 379 155 129 -- 104 19.9 24.4 24.5 19.2 20.2 19.4 21.6 12.9 16.2 -- 32.6 100.0 9.1 14.3 12.3 17.2 15.7 15.4 6.3 5.2 -- 4.3 Metro Market Size Non-Cbsa/CSA < 100K 1898 97 400 236 270 295 190 214 56 72 67 15.4 10.6 27.9 15.0 12.9 14.8 10.8 17.8 7.1 31.8 20.9 100.0 5.1 21.1 12.4 14.2 15.5 10.0 11.3 3.0 3.8 3.5 100K-499K 2486 197 237 305 517 275 287 448 96 27 97 20.2 21.5 16.5 19.3 24.7 13.8 16.3 37.2 12.1 12.0 30.3 100.0 7.9 9.5 12.3 20.8 11.1 11.5 18.0 3.9 1.1 3.9 500K-1.9M 2620 171 317 365 258 492 495 232 198 65 28 21.3 18.6 22.1 23.1 12.3 24.7 28.2 19.3 25.0 28.5 8.7 100.0 6.5 12.1 13.9 9.8 18.8 18.9 8.9 7.6 2.5 1.1 2M and Over 5306 452 481 672 1047 927 786 308 442 63 128 43.1 49.3 33.5 42.6 50.1 46.6 44.7 25.6 55.8 27.7 40.0 100.0 8.5 9.1 12.7 19.7 17.5 14.8 5.8 8.3 1.2 2.4 Affluent Families Low/Mid Income Families Affluent Empty Nesters Low/Mid Empty Nesters Age 65+ 28