2012 Participation Report. The Physical Activity Council s annual study tracking sports, fitness and recreation participation in the USA

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1 2012 Participation Report The Physical Activity Council s annual study tracking sports, fitness and recreation participation in the USA

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3 Table of Contents Table of Contents Your guide through the 2012 Participation Report Methodology Introduction Participation Trends Activity Levels Spending Trends The PE Pathway Participation by Age Non-Participant Interests Election Plans About Us

4 Methodology Table of Contents How the 2012 report research was conducted Method for PAC Report This Overview Report from the Physical Activity Council, (PAC), is produced by a partnership of six of the major trade associations in US sports, fitness and leisure industries. Each partner produces more detailed reports on their specific areas of interest but this Overview Report summarizes topline data about levels of activity in the US. The overall aim of this report is to establish levels of activity and identify key trends in sports, fitness and recreation participation in the US. For more detailed results, please contact the relevant partner, listed below. During January and February of 2012 a total of 38,172 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel of over one million people operated by Synovate. A total of 15,113 individual and 23,059 household surveys were completed. The total panel is maintained to be representative of the US population for people ages 6 and older. Over sampling of ethnic groups took place to boost response from typically under responding groups. The 2011 participation survey sample size of 38,172 completed interviews provides a high degree of statistical accuracy. All surveys are subject to some level of standard error that is, the degree to which the results might differ from those obtained by a complete census of every person in the US. A sport with a participation rate of five percent has a confidence interval of plus or minus 0.21 percentage points at the 95 percent confidence level. This translates to plus or minus four percent of participants. A weighting technique was used to balance the data to reflect the total US population ages six and above. The following variables were used: gender, age, income, household size, region and population density. The total population figure used was 285,753,000 people ages six and older. In this year s report we have adopted a slightly revised projection methodology that provides an even higher degree of accuracy. The technique of using a two-year rolling average measurement is commonly used in research as a way to effectively double the sample size to provide a stable base for all projections that derive from the data. This is particularly beneficial for the sports with participation rates of less than one percent. Consequently, with this change, we have gone back and re-projected all participation totals beginning with the 2008 participation collection to reflect this change. If you have specific questions regarding this change in methodology, pleased get in touch with Sports Marketing Surveys USA at or (561) The Physical Activity Council is made up of the following industry leading organizations: GOLF: The National Golf Foundation (NGF) p: e: SNOWSPORTS: The Snowsports Industries America (SIA) p: e: OUTDOOR : The Outdoor Foundation (OF) p: e: TENNIS: The Tennis Industry Association (TIA) and United States Tennis Association (USTA) p: e: CLUB/INSTITUTIONAL FITNESS: International Health, Racquet and Sportsclub Association (IHRSA) p: e: TEAM SPORTS / INDIVIDUAL SPORTS / GENERAL FITNESS / WATERSPORTS: The Sporting Goods Manufacturers Association (SGMA) p: e: Physical Activity Council Report 1

5 Introduction Table of Contents An overview of the research and insights into the numbers Physical Activity: Slight Progress for Some but More Work to be Done Welcome to the 2012 edition of the Sports, Fitness and Recreational Activities Participation Topline Report from the Physical Activity Council (PAC). The six members of the PAC are dedicated to providing the most comprehensive look at physical activity in the USA. This report includes information on 119 sports and activities that are measured each year. You may be unfamiliar with some of the terms used throughout the report. Inactives refers to those people who do not participate in any of the 119 sports and activities tracked. The term core participant refers to those people who participate on a regular basis Million Americans are Totally Inactive In 2011, the number of inactive Americans ages six and older increased to more than 68 million, and the inactivity rate rose to almost 24 percent. Inactivity rates among children ages six to 12 fell slightly from 4.6 million people in 2010 to 4.5 million people in Activity rates among adolescents ages 13 to 17 remained fairly flat. Unfortunately, inactivity among adults continued to rise. Among adults ages 18 and older, inactivity increased from 58.7 million in 2010 to 60 million in Over the past three years, the rate of inactivity has increased by just over eight percent, outpacing growth of the US population ages six and older. Although the growth in inactivity from 2010 to 2011 is modest when compared to past years, it is clear that we must keep working to inspire Americans to become more physically active. 217 Million Active Americans While we spend a great deal of time talking about inactives in this report, there are currently 217 million active Americans ages six and older who take part in at least one sport or activity measured. To learn more about active Americans, contact the individual members of the PAC for data about their respective sports and activities. Active Americans More Likely to Vote For the first time in this survey, Americans were asked about their intentions to vote in the upcoming presidential election. There is a direct correlation between peoples plans to vote and their activity level. Those who are physically active are clearly more inclined to vote. See page 22 for more information. The following are highlights from the Physical Activity Council s 2012 Participation Report: Participation in outdoor sports, like camping and hiking, saw the only increase in overall participation, regaining the two percentage points it lost in Fitness sports remained the most popular physical activity. The participation rate held steady at 60 percent for the fourth year in a row. Fitness activities, like yoga, boot camp-style training and other classes, continue to drive this set of activities. Core participation in racquet sports gained one percentage point. Human-powered snowsports are up in the low single digits despite a decline in motorized snow and winter activities. Most states have an inactivity rate of over 18.8 percent. Inactivity tends to be higher in the southern U.S., while more active populations are usually located in northern and western states. The economy is still having a slight impact on sports and recreation spending. While many active Americans are still not spending money on sports and recreation, more people spent the same amount or increased spending, rather than spending less. It is encouraging that people plan to increase spending in 2012, rather than decrease spending. There are significant opportunities to engage inactive populations in swimming, working out with weights and working out using machines. Swimming ranks as a popular aspirational sport for inactives ages six to 12 and ages 45 and up. Working out with weights and working out using machines are the top aspirational sports for inactives ages 13 to 44. Physical Activity Council Report 2

6 Participation Trends Table of Contents A look at physical activity participation by year Total Participation Rate by Sport US Population, Ages 6+ Overall participation in sports, fitness and related physical activities leveled or slightly dropped from 2010 to Outdoor sports saw the only increase, regaining the two percentage points it lost in Individual, team and winter sports lost one percent of participants, and racquet sports lost two percent. The participation rate in water sports remained at 12 percent and fitness sports held steady at 60 percent for the fourth year in a row. 70% 60% Participation Rate 50% 40% 30% 20% 10% 0% Individual Racquet Team Outdoor Winter Water Fitness Sports Note: This measure of winter sports does not include motorized winter sports. Physical Activity Council Report 3

7 Core Participation Rate by Sport US Population, Ages 6+ Core participation, measuring those who participate on a regular or frequent basis, changed moderately from 2010 to The rate of core participation in individual, team, winter and water sports fell by one percentage point. Unlike overall participation, core participation in racquet sports gained a percentage point. Outdoor participation remained at 22 percent and fitness sports continued to be the most popular sport at 44 percent. 50% Participation Rate 40% 30% 20% 10% 0% Individual Racquet Team Outdoor Winter Water Fitness Sports Note: This measure of winter sports does not include motorized winter sports. Physical Activity Council Report 4

8 Activity Levels Table of Contents Overall activity and inactivity levels in the US Inactivity Rate vs. Total Inactives US Population, Ages 6+ Inactivity, people who do not participate in any of the 119 fitness or recreation activities measured in this survey, continued to grow in Although the number of inactives increased by 1.1 million people from 2010 to 2011, the growth in inactivity is modest compared to past years. In the chart below, the blue line represents the number of people that are totally inactive while the red line represents the rate of inactivity against the total population ages six and older. Number of Inactives Inactivity Rate Number of Inactives 80 M 70 M 60 M 50 M 40 M 30 M 20 M 10 M % 59.4 M % 23.9% 22.6% 22.9% 63.1 M 64.6 M 67.1 M 68.2 M % 23% 21% 19% 17% 15% 13% 11% 9% 7% 5% Inactivity Rate Year

9 Inactivity Rate by Age US Population by Age Inactivity rates among children ages six to 12 fell slightly from 16.6 percent in 2010 to 16 percent in This may be an early indication that efforts to get children off the couch and outside started to have an effect on their level of activity. Among adolescents age 13 to 17, inactivity fell from 16.7 percent to 16.4 percent. While these advances are modest, they are moving in the right direction. Conversely, inactivity increased among young adults aged 18 to 24 and adults aged 35 to Age % 5% 10% 15% 20% 25% 30% 35% 40% Inactivity Rate Physical Activity Council Report 6

10 Geography of Physical Inactivity US State by Physical Inactivity Most US states have an inactivity rate of over 18.8 percent. Inactive populations, those people participating in no high calorie-burning activities, tend to be higher in the south and lower in the north. Mississippi has the highest rate of inactivity at almost 32 percent. In this case, high calorie-burning is defined as any activity where the participant can work up a sweat. 27.6% to 32.0% 23.2% to 27.5% 18.8% to 23.1% 14.4% to 18.7% 10.0% to 14.3% Not Measured Top 10 Most Inactive States Number US State Inactive Population 1 Mississippi 31.7% 2 West Virginia 30.5% 3 Louisiana 29.8% 4 New Mexico 29.8% 5 Tennessee 29.6% Number US State Inactive Population 6 New York 27.9% 7 Florida 27.5% 8 North Carolina 26.9% 9 Pennsylvania 26.2% 10 New Jersey 25.6% Physical Activity Council Report 7

11 Geography of Physical Activity US State by Physical Activity Utah has the highest rate of physical activity with almost 62 percent of the population participating in one or more high calorie-burning activities. Utah s northern neighbor, Idaho, follows close behind. Other states with higher activity rates are scattered throughout the country but tend to be to located in the western and northern parts of the country. 57.2% to 62.0% 52.4% to 57.1% 47.6% to 52.3% 42.8% to 47.5% 38.0% to 42.7% Not Measured Top 10 Most Active States Number US State Active Population 1 Utah 61.7% 2 Idaho 61.3% 3 New Hampshire 60.9% 4 Colorado 60.1% 5 Minnesota 57.4% Number US State Active Population 6 Virginia 56.6% 7 Wisconsin 55.2% 8 Nevada 55.2% 9 Oregon 54.0% 10 Illinois 53.6% Physical Activity Council Report 8

12 Spending Trends The Spending in 2011 and spending plans for 2012 Spending in 2011 Compared to 2010 US Participants, Ages 6+ While many active Americans are still not spending money on sports and recreation, the results to these questions confirm a general flatness to the sports economy in 2011 with generally equal numbers of consumers spending more and spending less. Spent More Spent Same Spent Less No Spending Team Sports at School 5.2% 14.1% 4.1% 76.6% Team Sports Outside of School 5.9% 17.6% 5.0% 71.4% Travel for Sports and Rec 6.3% 20.6% 6.5% 66.6% Lessons, Instruction and Camps 5.0% 11.6% 3.8% 79.6% Gym Membership/Fees 6.1% 17.8% 5.3% 70.7% Individual Sports Events 3.3% 11.0% 3.6% 82.1% Golf Membership/Fees 1.8% 9.2% 2.7% 86.3% Tennis Membership/Fees 0.8% 5.4% 1.4% 92.4% Winter Sports 2.0% 9.9% 4.4% 83.7% Outdoor Recreation 6.7% 32.3% 7.3% 53.8% Sports/Rec Clothing 9.0% 34.2% 8.5% 48.4% Sports/Rec Footwear 9.5% 36.8% 8.2% 45.6% Sports/Rec Equipment 7.7% 27.9% 8.4% 55.9% Physical Activity Council Report 9

13 Amount Spent in 2011 US Participants who Spent Money on Sports and Recreation, Ages 6+ Of those physically active Americans who spent money on sports and recreation in 2011, most of them reported spending about the same amount as they did the year before. The largest increases in spending were seen in lessons, instructions and camps; team sports at school; and gym memberships and fees. Spent More Spent Same Spent Less Team Sports at School 22.2% 60.3% 17.5% Team Sports Outside of School 20.6% 61.5% 17.5% Travel for Sports and Rec 18.9% 61.7% 19.5% Lessons, Instruction and Camps 24.5% 56.9% 18.6% Gym Membership/Fees 20.8% 60.8% 18.1% Individual Sports Events 18.4% 61.5% 20.1% Golf Membership/Fees 13.1% 67.2% 19.7% Tennis Membership/Fees 10.5% 71.1% 18.4% Winter Sports 12.3% 60.7% 27.0% Outdoor Recreation 14.5% 69.9% 15.8% Sports/Rec Clothing 17.4% 66.3% 16.5% Sports/Rec Footwear 17.5% 67.6% 15.1% Sports/Rec Equipment 17.5% 63.3% 19.0%

14 Spending Plans for 2012 Compared to 2011 US Participants, Ages 6+ Although most active Americans do not plan to spend money on sports and recreation in 2012, more people plan to increase spending, rather than decrease spending. Spend More Spend Same Spend Less No Spending Team Sports at School 5.6% 15.9% 3.1% 75.4% Team Sports Outside of School 6.3% 19.3% 3.6% 70.9% Travel for Sports and Rec 7.6% 21.7% 4.5% 66.2% Lessons, Instruction and Camps 5.6% 14.4% 2.8% 77.1% Gym Membership/Fees 6.4% 20.9% 3.6% 69.1% Individual Sports Events 4.9% 13.8% 2.4% 78.8% Golf Membership/Fees 2.5% 11.5% 2.2% 83.9% Tennis Membership/Fees 1.0% 7.7% 1.3% 89.9% Winter Sports 3.4% 12.9% 3.0% 80.7% Outdoor Recreation 9.5% 32.1% 4.2% 54.2% Sports/Rec Clothing 9.0% 37.7% 7.7% 45.5% Sports/Rec Footwear 9.3% 39.9% 7.5% 43.3% Sports/Rec Equipment 7.6% 31.6% 8.2% 52.6% Physical Activity Council Report 11

15 Amount Planning to Spend in 2012 US Participants who Plan to Spend Money on Sports and Recreation, Ages 6+ Of those active Americans who plan to spend money on sports and recreation in 2012, more people overall will increase spending compared to 2011 rather than decrease spending. The majority will spend the same amount. Increased spending will likely be seen in lessons, instruction and camps (24.5 percent); individual sports events (23.1 percent); and team sports at school (22.8 percent). Spend More Spend Same Spend Less Team Sports at School 22.8% 64.6% 12.6% Team Sports Outside of School 21.6% 66.3% 12.4% Travel for Sports and Rec 22.5% 64.2% 13.3% Lessons, Instruction and Camps 24.5% 62.9% 12.2% Gym Membership/Fees 20.7% 67.6% 11.7% Individual Sports Events 23.1% 65.1% 11.3% Golf Membership/Fees 15.5% 71.4% 13.7% Tennis Membership/Fees 9.9% 76.2% 12.9% Winter Sports 17.6% 66.8% 15.5% Outdoor Recreation 20.7% 70.1% 9.2% Sports/Rec Clothing 16.5% 69.2% 14.1% Sports/Rec Footwear 16.4% 70.4% 13.2% Sports/Rec Equipment 16.0% 66.7% 17.3%

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17 Table of Contents The PE Pathway How youth are engaged in physical activities The Effect of PE During School Years US Participants, Ages 18+ asked about PE during School It appears that participating in Physical Education (PE) during childhood is the pathway to becoming a physically active adult. An adult who participated in PE at school is four times more likely to participate in a racquet sport and about three times more likely to participate in team, outdoor, winter and golf. All other sports measured show similar increases in activity among those who had PE. PE at School No PE at School Team Outdoor Cycling Regular Activities Running/Jogging Watersports Swimming Winter Racquet Golf Fitness/Health Club None of above 0% 10% 20% 30% 40% 50% 60% 70% 80% Participation Rate Physical Activity Council Report 14

18 Effect of PE Frequency on Youth US Participants, Ages 18+ asked about PE during Childhood (Ages 6-12) The more frequently children aged six to 12 have PE at school, the more likely they are to be active during their adult years. Children who are not exposed to physical activity during early school years have a hard time becoming physically active as adults. None (0 Times per Week) Infrequent (1-2 Times per Week) Frequent (3+ Times per Week) Team Outdoor Cycling Regular Activities Running/Jogging Watersports Swimming Winter Racquet Golf Fitness/Health Club 0% 10% 20% 30% 40% 50% Participation Rate Physical Activity Council Report 15

19 Effect of PE Frequency on Adolescents US Participants, Ages 18+ asked about PE during Adolescence (Ages 13-17) The effect of PE on adolescents again underscores the importance of engaging Americans in physical activity early and often. Almost half of adults who participate in team sports had PE three or more times per week when they were between the ages 13 and 17. Among outdoor participants, 44 percent also had PE on a frequent basis. None (0 Times per Week) Infrequent (1-2 Times per Week) Frequent (3+ Times per Week) Team Outdoor Cycling Regular Activities Running/Jogging Watersports Swimming Winter Racquet Golf Fitness/Health Club 0% 10% 20% 30% 40% 50% Participation Rate Physical Activity Council Report 16

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21 Participation by Age Table of Contents A breakdown of participation rates by generation Participation by Age US Participants by Generation The Millenial and Gen Y generations dominate all sports, but their participation is especially pronounced in team sports. More than 30 million Millenials and Gen Yers participate in team sports, while only 10.6 million Gen Xers and 5.4 million Boomers participate. Gen X comes in second in all sports, except outdoor sports, where Boomers outnumber them by almost three million, and fitness sports, where Boomers outnumber them by almost five million. 60 Boomers ( ) Gen X ( ) Gen Y / Millenials ( ) Participants (in Millions) Individual Racquet Team Outdoor Winter Water Fitness Sports Physical Activity Council Report 18

22 Participation over a Lifetime US Participants by Ages 6-68 Looking at participation over a lifetime, from ages six to 68, it is clear age demographics play a significant role in which sports and activities people choose to participate in. Team sports peak during childhood and quickly drop after age 12. During this same period, fitness participation grows and does not peak until age 34. These fitness activities remain more constant throughout life compared to other physical activities. Participation in outdoor activities in general peak at age 38, while participation in snow sports peak much earlier at age 16 and then makes another upward run at age % Individual Racquet Team Outdoor Winter Water Fitness None 70% 60% Participation Rate 50% 40% 30% 20% 10% 0% Age Physical Activity Council Report 19

23 Non-Participant Interests Table of Contents Which sports interest non-participants Inactive Aspirational Interests Aspirational Sports Participation of Non Participants by Age Among inactive children ages six to 12, swimming is the most popular aspirational sport. Swimming loses popularity among older inactive children and young adults and then regains interest among those ages 45 and up. Working out with weights and working out using machines are the top aspirational sports for inactives ages 13 to 44. These sports represent a significant opportunity to engage inactive populations. Interest Level Ages 6-12 Ages Ages Ages Swimming Working Out with Weights Working Out with Weights Working Out with Weights Bicycling Working Out using Machines Working Out using Machines Working Out using Machines Camping Running/Jogging Swimming Running/Jogging Basketball Swimming Running/Jogging Swimming Soccer Camping Bicycling Bicycling Fishing Bicycling Hiking Camping Martial Arts Hiking Camping Hiking Running/Jogging Shooting Fitness Classes Fitness Classes Football Fitness Classes Trail Running Trail Running Hiking Fishing Canoeing Fishing Interest Level Ages Ages Ages Ages 65+ Working out With Weights Swimming Bicycling Working Out using Machines Working Out using Machines Bicycling Swimming Swimming Bicycling Working Out with Weights Working Out using Machines Fitness Classes Swimming Working Out using Machines Fitness Classes Bicycling Hiking Hiking Working Out with Weights Birdwatching/Wildlife Viewing Running/Jogging Camping Hiking Fishing Camping Fitness Classes Camping Hiking Fitness Classes Running/Jogging Birdwatching/Wildlife Viewing Working Out with Weights Trail Running Birdwatching/Wildlife Viewing Fishing Camping Canoeing Fishing Running/Jogging Golf Physical Activity Council Report 20

24 Election Plans Table of Contents Expected participation in the presidential election Plans for Voting in Presidential Election US Population, Ages 18+ As we are in the midst of a presidential election cycle, we felt that it might be interesting to see if those that are more active are also more likely to vote in the upcoming election. There is a direct correlation between peoples intentions to vote and their activity level, suggesting that those who are physically active are also more interested in politics and the direction of the country. Of those who are active, participants in fitness sports are the most likely to vote in the upcoming presidential election. Inactives Not at All Likely Actives Not at All Likely 1 15% 11% 9% 62% 5 4% 1 7% 8% 8% 73% 5 3% Very Likely Very Likely Actives by Sport Sport Not at All Likely Somewhat Unlikely Unsure Somewhat Likely Very Likely Individual Sports 6.3% 2.6% 8.3% 9.3% 73.5% Racquet Sports 5.4% 1.8% 9.6% 8.4% 74.8% Team Sports 7.3% 3.2% 11.5% 10.5% 67.5% Outdoor Sports 6.3% 2.3% 7.7% 8.3% 75.4% Winter Sports 2.0% 4.3% 9.7% 8.7% 75.4% Water Sports 5.3% 1.1% 8.3% 11.0% 74.3% Fitness Sports 5.6% 2.3% 6.9% 7.6% 77.6% Physical Activity Council Report 21

25 About Us Table of Contents Sports Marketing USA and the Physical Activity Council Sports Marketing Surveys USA Sports Marketing Surveys (SMS) USA is a full service marketing research company with its roots firmly planted in sports participation, consumer quantitative and qualitative research, dealer studies and much more all related to sports. Since 1985, SMS has been providing, data, insight and analysis to help drive strategic decision making. p: e: Physical Activity Council Each year, the Physical Activity Council (PAC) conducts the largest single-source research study of sports, recreation and leisure activity participation in the nation. The PAC is made up of six of the leading sports and manufacturer associations that are dedicated to growing participation in their respective sports and activities. The PAC is made up of the following trade and industry associations: GOLF: The National Golf Foundation (NGF) p: e: SNOWSPORTS: The Snowsports Industries America (SIA) p: e: OUTDOOR : The Outdoor Foundation (OF) p: e: TENNIS: The Tennis Industry Association (TIA) and United States Tennis Association (USTA) p: e: CLUB/INSTITUTIONAL FITNESS: International Health, Racquet and Sportsclub Association (IHRSA) p: e: TEAM SPORTS / INDIVIDUAL SPORTS / GENERAL FITNESS / WATERSPORTS: The Sporting Goods Manufacturers Association (SGMA) p: e: These six leading trade and industry organizations are dedicated to providing the most comprehensive, accurate and actionable database of sports participation data. The respondents come from a panel of over one million Americans and are managed by Synovate. The study looks at 119 different sports and activities in a variety of sub categories including but not limited to: team and individual sports; outdoor sports and activities like camping, hunting and fishing; fitness and exercise, action sports, golf, tennis and more. The data, dating as far back as 2000, is representative of the US population ages six and older. We use universally accepted research practices to ensure that we are able to get data from traditionally under responding segments of the population. Please get in touch with any of the individual members of the PAC or Sports Marketing Surveys to learn more about the study and other available data. Physical Activity Council Report 22

26 Disclaimer While proper due care and diligence has been taken in the preparation of this document, The Physical Activity Council cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document Physical Activity Council No part of the report may be reproduced or transmitted in any form or by any means, including photocopying, without the written permission of The Physical Activity Council, any application for which should be addressed to The Physical Activity Council. Written permission must also be obtained before any part of the report is stored in a retrieval system of any nature. Contact: Sports Marketing Survey USA at (561) or Physical Activity Council Report 23

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