Single Sport Report 2011 Rugby

Transcription

1 Single Sport Report 2011 Rugby Sporting Goods Manufacturers Association 8505 Fenton Street, Suite 211 Silver Spring, MD P: F: SGMA Research / Sports Marketing Surveys 6650 West Indiantown Road, Suite 220 Jupiter, FL P: F: sgmaresearch@sgma.com 1

2 METHODOLOGY During January 2011/early February 2011 a total of 38,742 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel operated by Synovate. A total of 15,086 individual and 23,656 household surveys were completed. The total panel has over 1 million members and is maintained to be representative of the US population. Over sampling of ethnic groups took place to boost response from typically under responding groups. A weighting technique was used to balance the data to reflect the total US population aged 6 and above. The following variables were used: gender, age, income, household size, region, and population density. The total population figure used was 283,743,000 people aged 6 and above. The 2011 participation survey sample size of 38,742 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 U.S. A sport with a participation rate of 5% has a confidence interval of plus or minus 0.21 percentage points at the 95% confidence level. This translates to plus or minus 4% of participants. CONFIDENTIAL This report is supplied to client on a confidential basis and is intended for client s exclusive use. Reproduction, transmission or publication, in whole or in part, without written permission of SGMA is prohibited. Statistical analysis and charts were produced by Sports Marketing Surveys. 2

3 GUIDE TO READING TABLES Table Key Segment % = share of each sub-group Single Sport Report 2011 Index vs. Total Pop. (Profile Detail) = compares the % of sports participants in that group to the actual % that group represents of the total U.S. population, i.e. an index of 100 means the % of this groups sports participants equals the % of the national population who participate. Participation Rate by Group = % of that group s total U.S. population who are participants Index vs. Total Pop. (Cross Participation) = compares the % of Archery participants by group who also participate in another given sport to the % of the total U.S. population who participate in that sport, i.e. an index of 100 means the % of Archery participants also participating in this sport equals the % of the national population who participate in that sport. 3

4 RUGBY FAST FACTS There are 1,130,000 Rugby participants in the U.S. There are 373,000 core (8+ /year) Rugby participants in the U.S. 68% of all Rugby participants are male; 80% of core (8+/year) Rugby participants are male. 66% of all Rugby participants are between 25 to 54 years old; 73% of core (8+/year) Rugby participants are between 18to 44 years old. 43% of all Rugby participants have a household income of at least $75,000 per year. 65% of all Rugby participants reside in a market size of 2,000, % of all Rugby participants have a college degree or higher. 38% of all Rugby participants also play tackle football, 40% play outdoor soccer, and 38% play indoor soccer. 4

5 Rugby Total Participation Trend Single Sport Report 2011 Rugby Total Participation Trend Overview 1 yr % Change 3 yr % Change ( ) ( ) , % 83.1% 1 yr % Change in Population ( ) 3 yr % Change in Population ( ) 0.7% 2.5% 5

6 Rugby Total Participation Rate Trend Single Sport Report 2011 Rugby Total Participation Rate Trend Overview yr % Point Change ( ) 3 yr % Point Change ( ) 0.22% 0.25% 0.27% 0.40% 0.13% 0.18% 6

7 PROFILE DETAIL Total Rugby Participants (1+times/year) Total # of Part. (000s) Segment % Participation Rate by Group Index vs. Total Population Total 1, % - Male % 0.6% 139 Female % 0.2% 62 6~ % 0.2% 50 13~ % 0.6% ~ % 0.6% ~ % 0.8% ~ % 0.5% ~ % 0.4% ~ % 0.1% % 0.0% 2 Under $ % 0.5% 129 $25000 to $ % 0.2% 59 $50000 to $ % 0.4% 110 $75000 to $ % 0.5% 125 $ % 0.4% 97 New England % 0.2% 48 Middle Atlantic % 0.8% 209 East North Central % 0.2% 52 West North Central % 0.1% 25 South Atlantic % 0.5% 114 East South Central % 0.1% 21 West South Central % 0.2% 38 Mountain % 0.6% 141 Pacific % 0.6% 140 Non-MSA % 0.1% 21 MSA <500, % 0.3% 71 MSA 500,000-2,000, % 0.3% 75 MSA 2,000, % 0.6% 158 8th Grade or Less % 0.3% years of High School % 0.7% 173 High School Grad % 0.1% years of College % 0.3% 83 College Grad % 0.7% 169 Post-Grad Studies % 0.4% 109 Other

8 PROFILE DETAIL Core Rugby Participants (8+ times/year) Total # of Part. (000s) Segment % Participation Rate by Group Index vs. Total Population Total % - Male % 0.2% 161 Female % 0.1% 41 6~ % 0.1% 58 13~ % 0.2% ~ % 0.3% ~ % 0.3% ~ % 0.2% ~ % 0.1% 47 55~ % 0.0% Under $ % 0.1% 113 $25000 to $ % 0.1% 46 $50000 to $ % 0.2% 189 $75000 to $ % 0.1% 77 $ % 0.1% 83 New England 4 1.1% 0.0% 22 Middle Atlantic % 0.3% 211 East North Central % 0.2% 118 West North Central South Atlantic % 0.1% 80 East South Central West South Central Mountain % 0.1% 83 Pacific % 0.3% 198 Non-MSA % 0.0% 21 MSA <500, % 0.1% 43 MSA 500,000-2,000, % 0.1% 79 MSA 2,000, % 0.2% 168 8th Grade or Less % 0.1% years of High School % 0.2% 137 High School Grad % 0.0% years of College % 0.2% 136 College Grad % 0.2% 121 Post-Grad Studies % 0.2% 117 Other

9 PROFILE DETAIL Casual Rugby Participants (1-7 times/year) Total # of Part. (000s) Segment % Participation Rate by Group Index vs. Total Population Total % - Male % 0.3% 129 Female % 0.2% 73 6~ % 0.1% 46 13~ % 0.4% ~ % 0.3% 96 25~ % 0.6% ~ % 0.3% ~ % 0.4% ~ % 0.0% % 0.0% 3 Under $ % 0.4% 136 $25000 to $ % 0.2% 65 $50000 to $ % 0.2% 70 $75000 to $ % 0.4% 148 $ % 0.3% 104 New England % 0.2% 61 Middle Atlantic % 0.6% 208 East North Central % 0.1% 20 West North Central % 0.1% 37 South Atlantic % 0.4% 131 East South Central % 0.1% 31 West South Central % 0.2% 57 Mountain % 0.4% 167 Pacific % 0.3% 112 Non-MSA % 0.1% 21 MSA <500, % 0.2% 85 MSA 500,000-2,000, % 0.2% 72 MSA 2,000, % 0.4% 154 8th Grade or Less % 0.2% years of High School % 0.5% 188 High School Grad % 0.1% years of College % 0.2% 57 College Grad % 0.5% 193 Post-Grad Studies % 0.3% 105 Other

10 PROFILE DETAIL Regular Rugby Participants (8-14 times/year) Total # of Part. (000s) Segment % Index vs. Total Population Participation Rate by Group Total % - Male % 0.1% 181 Female % 0.0% 22 6~ ~ % 0.0% 92 18~ % 0.1% ~ % 0.1% ~ % 0.1% ~ % 0.0% 22 55~ Under $ % 0.0% 87 $25000 to $ $50000 to $ % 0.1% 245 $75000 to $ % 0.1% 208 $ % 0.0% 29 New England Middle Atlantic % 0.1% 192 East North Central 5 6.2% 0.0% 40 West North Central South Atlantic % 0.0% 114 East South Central West South Central Mountain 5 6.2% 0.0% 87 Pacific % 0.1% 244 Non-MSA 3 3.7% 0.0% 24 MSA <500, % 0.0% 33 MSA 500,000-2,000, % 0.0% 25 MSA 2,000, % 0.1% 202 8th Grade or Less years of High School % 0.0% 172 High School Grad years of College % 0.1% 228 College Grad % 0.0% 130 Post-Grad Studies Other

11 PROFILE DETAIL Frequent Rugby Participants (15+ times/year) Total # of Part. (000s) Segment % Participation Rate by Group Total % - Index vs. Total Population Male % 0.2% 156 Female % 0.0% 46 6~ % 0.1% 74 13~ % 0.2% ~ % 0.2% ~ % 0.2% ~ % 0.1% ~ % 0.1% 51 55~ % 0.0% Under $ % 0.1% 120 $25000 to $ % 0.1% 59 $50000 to $ % 0.2% 174 $75000 to $ % 0.0% 43 $ % 0.1% 98 New England Middle Atlantic % 0.2% 216 East North Central % 0.1% 138 West North Central South Atlantic % 0.1% 70 East South Central West South Central Mountain % 0.1% 82 Pacific % 0.2% 183 Non-MSA % 0.0% 22 MSA <500, % 0.0% 45 MSA 500,000-2,000, % 0.1% 94 MSA 2,000, % 0.2% 159 8th Grade or Less % 0.1% years of High School % 0.1% 127 High School Grad % 0.0% years of College % 0.1% 111 College Grad % 0.1% 118 Post-Grad Studies % 0.2% 150 Other

12 PROFILE DETAIL Male Rugby Participants Total # of Part. (000s) Segment % Male Participation Rate by Group Index vs. Total Male Population Total % - 6~ % 0.3% 49 13~ % 0.6% ~ % 0.9% ~ % 1.1% ~ % 0.8% ~ % 0.6% ~ % 0.1% Under $ % 1.0% 176 $25000 to $ % 0.2% 37 $50000 to $ % 0.8% 138 $75000 to $ % 0.7% 121 $ % 0.4% 70 New England % 0.3% 52 Middle Atlantic % 1.2% 220 East North Central % 0.2% 44 West North Central % 0.1% 22 South Atlantic % 0.7% 125 East South Central West South Central % 0.1% 14 Mountain % 0.8% 139 Pacific % 0.8% 148 Non-MSA % 0.1% 14 MSA <500, % 0.4% 71 MSA 500,000-2,000, % 0.4% 74 MSA 2,000, % 0.9% 160 8th Grade or Less % 0.3% years of High School % 0.8% 146 High School Grad % 0.1% years of College % 0.6% 108 College Grad % 1.0% 174 Post-Grad Studies % 0.5% 89 Other

13 PROFILE DETAIL Female Rugby Participants Total # of Part. (000s) Segment % Female Participation Rate by Group Index vs. Total Female Population Total % - 6~ % 0.1% 54 13~ % 0.6% ~ % 0.3% ~ % 0.6% ~ % 0.2% 61 45~ % 0.2% 90 55~ % 0.0% % 0.0% 6 Under $ % 0.2% 61 $25000 to $ % 0.3% 104 $50000 to $ % 0.1% 48 $75000 to $ % 0.3% 122 $ % 0.4% 156 New England 5 1.4% 0.1% 30 Middle Atlantic % 0.4% 179 East North Central % 0.2% 69 West North Central 8 2.2% 0.1% 33 South Atlantic % 0.2% 97 East South Central % 0.2% 63 West South Central % 0.2% 91 Mountain % 0.3% 139 Pacific % 0.3% 121 Non-MSA % 0.1% 35 MSA <500, % 0.2% 72 MSA 500,000-2,000, % 0.2% 75 MSA 2,000, % 0.4% 153 8th Grade or Less % 0.2% years of High School % 0.5% 221 High School Grad % 0.1% years of College % 0.1% 35 College Grad % 0.4% 163 Post-Grad Studies % 0.4% 146 Other

14 Rugby Participants by Region Single Sport Report

15 Rugby Cross Participation in Other Activities Participants (000s) Part. Rate Index Aerobic Activities Cross-Country Ski Machine % 1418 Stationary Cycling (Group) % 708 Cardio Kickboxing % 666 Aerobics (High-Impact) % 497 Stair-Climbing Machine % 465 Swimming (Fitness/Competition) % 458 Stationary Cycling (Recumbent) % 434 Aquatic Exercise % 389 Stationary Cycling (Upright) % 350 Other Exercise to Music % 332 Aerobics (Low-Impact) % 299 Aerobics (Step) % 256 Running/Jogging % 213 Treadmill % 170 Elliptical Motion Trainer % 143 Walking for Fitness % 116 Conditioning Activities Tai Chi % 721 Pilates Training % 620 Calisthenics % 606 Ab Machine/Device % 513 Rowing Machine % 367 Yoga % 326 Stretching % 182 Strength Activities Weight/Resistance Machines % 324 Home Gym Exercise % 304 Free Weights (Barbells) % 301 Free Weights (Dumbells) % 250 Free Weights (Hand Weights) %

16 Cross Participation in Other Activities (cont.) Participants (000s) Part. Rate Index Individual Sports Mixed Martial Arts (Competition) % 6112 Boxing for Competition % 5623 Triathlon (Non-Traditional) % 4795 Adventure Racing % 4398 Triathlon (Traditional) % 4315 Mixed Martial Arts (Fitness) % 2323 Boxing for Fitness % 1247 Martial Arts % 1204 Roller Skating (Inline) % 1191 Scooter Riding (Non-Motorized) % 1107 Archery % 1077 Skateboarding % 991 Horseback Riding % 795 Trail Running % 776 Roller Skating (2x2) % 626 Darts % 494 Golf % 382 Ice Skating % 358 Billiards/Pool % 301 Bowling % 251 Racquet Sports Squash % 7981 Cardio Tennis % 4574 Racquetball % 2091 Badminton % 1345 Table Tennis % 390 Tennis %

17 Cross Participation in Other Activities (cont.) Participants (000s) Part. Rate Index Team Sports Lacrosse % 5277 Field Hockey % 5189 Roller Hockey % 4465 Ice Hockey % 2937 Softball (Fast-Pitch) % 2530 Paintball % 2521 Cheerleading % 2519 Soccer (Indoor) % 2180 Ultimate Frisbee % 1677 Football (Tackle) % 1555 Volleyball (Grass) % 1357 Volleyball (Beach) % 1247 Volleyball (Court) % 1234 Track & Field % 1132 Football (Flag) % 1101 Gymnastics % 1014 Football (Touch) % 965 Wrestling % 954 Softball (Slow-Pitch) % 819 Soccer (Outdoor) % 796 Baseball % 700 Basketball %

18 Cross Participation in Other Activities (cont.) Participants (000s) Part. Rate Index Outdoor Sports Climbing (Traditional/Ice/Mtn) % 2636 Hunting (Handgun) % 2489 Climbing (Sport/Indoor/Boulder) % 2131 Bicycling (BMX) % 1638 Backpacking Overnight % 1498 Fishing (Fly) % 1496 Hunting (Bow) % 1286 Shooting (Trap/Skeet) % 1225 Shooting (Sport Clays) % 854 Hunting (Shotgun) % 820 Hunting (Rifle) % 595 Camping (RV) % 585 Birdwatching % 572 Bicycling (Mountain) % 502 Fishing (Saltwater) % 476 Target Shooting (Handgun) % 409 Camping % 382 Wildlife Viewing % 330 Fishing (Freshwater) % 329 Hiking (Day) % 315 Target Shooting (Rifle) % 281 Bicycling (Road) %

19 Cross Participation in Other Activities (cont.) Participants (000s) Part. Rate Index Winter Sports Telemarking (Downhill) % 3719 Snowshoeing % 1928 Snowboarding % 1562 Skiing (Freestyle) % 1537 Skiing (Alpine/Downhill) % 1319 Snowmobiling % 1134 Skiing (Cross-Country) % 787 Water Sports Stand-Up Paddling % 6098 Kayaking (White Water) % 3928 Kayaking (Sea/Touring) % 3635 Boardsailing/Windsurfing % 2979 Scuba Diving % 2054 Sailing % 1622 Surfing % 1604 Wakeboarding % 1514 Rafting % 1427 Kayaking (Recreational) % 1127 Snorkeling % 795 Jet Skiing % 773 Water Skiing % 769 Canoeing %

20 SGMA Research, powered by Sports Marketing Surveys is the sole provider of marketing research and analysis for the Sporting Goods Manufacturers Association, (SGMA). This partnership places SMS at the forefront when it comes to marketing research for all things sport, sports participation and current trends in sports. Sports Marketing Surveys has been in business since 1985, providing quantitate and qualitative marketing research and information for many of the leading manufacturers and organizations throughout the industry. Quantitative and Qualitative Consumer Research Dealer Studies Market Trend Analysis Sponsorship Evaluation Sporting Goods Manufacturers Association 8505 Fenton Street, Suite 211 Silver Spring, MD P: F: SGMA Research / Sports Marketing Surveys 6650 West Indiantown Road, Suite 220 Jupiter, FL P: F: sgmaresearch@sgma.com 20