TEENAGERS IN TENNIS A Report into Youth Trends in and out of sport
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1 TENNIS PLAY AND STAY SEMIINAR TEENAGERS IN TENNIS A Report into Youth Trends in and out of sport JAMES NEWMAN
2 TENNIS PLAY AND STAY SEMIINAR CONTENTS Teens in Tennis Teens in Other Sports Use of Time Teenage Trends Summary So what next? 2
3 TEENS IN TENNIS 3
4 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 1: Big drop in the number of teens after age 14 Belgium: Almost 50% fewer year olds club members than year olds (1, 2011) France: 101,000 player members age 13-14, 79,000 age ,000 age (2, 2011) 4
5 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 1: Big drop in the number of teens after age 14 GB: 13,268 player members at age 13, 12,586 age at age 18 (3, 2011) GB: Total number of players age 14 is 136,400, this falls to 109,200 at age 15 (4, 2010) 5
6 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 1: Big drop in the number of teens after age 14 US: Participation peaks in the 12 to 17 age group (5, 2011) US: Within the bracket, participation peaks at age 14 and falls at age 15 (6, 2011) 6
7 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 2: Some indication that teenage participation is falling in comparison with previous years France: Age participation for player members in 2010 was 241,282 in 2011 it was 229,084 (2, 2011) Germany: Club membership of players aged 0-18 years has declined almost every year since 1994 (570,915 players) to 2011 (399,229 players) (7, 2011) 7
8 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 2: Some indication that teenage participation is falling in comparison with previous years GB: Players (once or more) aged 16-19: 2007/08 = 85, /2010 = 68,100 (4, 2010) Netherlands: Age participation fell by 29,404 players between 2004 and 2007 (8, 2009) 8
9 TEENS IN TENNIS Vital Statistic In the US in 2010/2011, 73% of all tennis players aged only played in highschool events 9
10 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 3: Low female participation France: Number of player members (2, 2011) Age Group Male Female Difference 11 to ,796 (70%) 65,883 (30%) 88, to 18 88,403 (69%) 39,298 (31%) 49,105 Total 243, , ,018 10
11 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 3: Low female participation Germany: Number of club members (7, 2012) Age Group (0-18) Male Female Difference 232,012 (57%) 229,028 (57%) 171,835 (43%) 170,201 (43%) 60,177 58,827 Total 461, , ,004 11
12 TEENS IN TENNIS TENNIS PLAY AND STAY SEMIINAR FINDING 3: Low female participation GB: Number of player members (3, 2011) Age Group Male Female Difference ,506 (68%) 16,964 (32%) 18, ,083 (70%) 12,151 (30%) 15,932 Total 63,589 29,115 34,474 12
13 TEENS IN TENNIS Vital Statistics Between 2001 and 2010, tennis in the US enjoyed a 102.5% raise in the number of 7 to 11 year olds trying the sport more than once (6, 2011) In the same period, there was a fall of 5.3% in the number of 12 to 17 year olds (6, 2011) 13
14 TEENS IN SPORT 14
15 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR FINDING 1: All sports lose teenagers between years Netherlands: 73% of 13 year olds are members of a sport club, by age 16 only 63% are (9, 2006) Switzerland: 60% of 13 year olds are members of a sport club, by age 16, only 50% are (10, 2008) 15
16 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR FINDING 2: In comparison with other sports, tennis is not very popular with teenagers UK and Switzerland: Tennis not in the top 10 sports for participation by year olds (UK: 11, 2011, Switzerland: 10, 2008) 16
17 More than once participation of sports in the US, by age, 2001 & 2010 Taken from (12, 2010) SPORT Tennis Baseball Basketball Cycling Football (US) YEAR TOTAL PLAYERS (Age 7-11) % CHANGE (2001 to 2010) TOTAL PLAYERS (Age 12-17) % CHANGE (2001 to 2010) , % 1,963, ,474,000 1,859, % ,654,000 4,095, % ,383,000 2,882, % ,356,000 7,818, % ,533,000 6,424, % ,753,000 7,255, % ,041,000 6,546, % ,460,000 4,480, % -21.7% ,888,000 3,506,000
18 Table 7. More than once participation of sports in the US, by age, 2001 & 2010 TENNIS PLAY AND STAY SEMIINAR SPORT YEAR TOTAL PLAYERS (000 s) (Age 7-11) % CHANGE (2001 to 2010) TOTAL PLAYERS (000 s) (Age 12-17) % CHANGE (2001 to 2010) Golf Ice Hockey Mountain Biking In-line Skating Skateboard ing ,011,000 3,593, % ,297,000 2,904, ,000 1,195, , % 944, , , , % 607, ,108,000 5,059, ,868, % 1,590, ,512,000 3,961, ,302, % 2,687, % -16.8% 37.6% -68.6% %
19 More than once participation of sports in the US, by age, 2001 & 2010 TENNIS PLAY AND STAY SEMIINAR Skiing Snowboard ing Soccer ,000 1,227, % 1,453,000 1,085, N/A N/A ,000 N/A 1,210, ,867,000 3,831, ,429, % 3,362, % N/A -12.2% Softball ,486,000 1,963, ,577, % 1,859, % 19
20 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR Top 10 sports done by British year olds in the last 4 weeks Taken from Department for Culture, Media and Sport (11, 2011) % OF RESPONDENTS RANK SPORT WHO HAD PARTICIPATED 1 Soccer (including 5 v 5) Basketball Swimming, diving or 26.6 lifesaving 4 Gym or Gymnastics Walking or Hiking Rounders Cycling or riding a bike Netball Badminton Rugby
21 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR Top 10 Sports Male in Switzerland (10, 2008) RANK SPORT 1 Soccer Cycling Skiing Snowboarding Swimming Running Hockey (land not ice) Basketball Fitness Class, Aerobics Volleyball 8.8 % OF YEAR OLDS WHO HAD PARTICIPATED 21
22 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR Top 10 Sports Female in Switzerland (10, 2008) RANK SPORT 1 Swimming Cycling Snowboard Running Dance Skiing Volleyball (including 14.0 Beach) 8 Gymnastics Soccer Fitness Class/Aerobics 11.1 % OF YEAR OLDS WHO HAD PARTICIPATED 22
23 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR FINDING 2: In comparison with other sports, tennis is not very popular with teenagers England: Tennis ranked as the 6 th most attractive sport to less active males and the 10 th most to less active females (14, 2011) 23
24 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR Top 10 most attractive sports to inactive year olds in the US (13, 2011) RANK SPORT 1 Working out with weights 2 Swimming for fitness 3 Workout out using machines 4 Running/Jogging 5 Camping 6 Cycling 7 Basketball 8 Fitness Classes 9 Hiking 10 Martial Arts 24
25 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR FINDING 3: Lifestyle changes means adolescents have less free time as they get older (15, 2010) 25
26 TEENS IN SPORT TENNIS PLAY AND STAY SEMIINAR FINDING 3: Lifestyle changes means adolescents have less free time as they get older (15, 2010) School Friends 13 year old Hobbies Sport Family 26
27 TEENS IN SPORT FINDING 3: Lifestyle changes means adolescents have less free time as they get older (15, 2010) Sport TENNIS PLAY AND STAY SEMIINAR Boyfriend Girlfriend Hobbies Friends 16 year old Shopping / Fashion School Family Job / Work 27
28 REASONS FOR ADOLESCENT DROP OUT FROM SPORT... Game too serious at a higher level (Tennis specific: 4, 2010) Continued poor competitive results leads to loss of motivation to continue Perception of low competence in sport, lack of self-confidence 28
29 FEMALE SPECIFIC REASONS FOR DROP-OUT Increased body consciousness means that... Girls often do not like exercising with boys Girls should be given the option to wear baggy or loose fitting clothing (16, 2011; 17, 2006) 29
30 TEENS USE OF TIME Out of school, teens spend 3.2 hours a day using TV and computers but only 0.8 hours on sport and recreation (18, 2010) US youths aged have on average 5 hours free time per day (18, 2010) 30
31 TEENS USE OF TIME Employed adolescents in the US report only 0.6 hours of daily sport and recreation, whilst unemployed report 0.8 hours (18, 2010) Dance reported a significant proportion of free time use with UK females aged (11, 2011) 31
32 TEENS USE OF TIME Average time per day spent playing video games by US youths increased from 26 minutes in 1999 to 73 minutes in 2009 (22, 2010) Over 30% of UK year olds watch 5 hours TV per day (11, 2011) 32
33 TEENAGE TRENDS 33
34 TEEN TRENDS TENNIS PLAY AND STAY SEMIINAR FINDING 1: The Social Economy is important to teenagers (19, 2011) It isn t enough to just do something, you have to show it Photos Groups Likes Interaction 34
35 TEEN TRENDS TENNIS PLAY AND STAY SEMIINAR FINDING 1: The Social Economy is important to teenagers (19, 2011) Big Brands are taking advantage Coke Music KFC First Taste Face Photos Trust is also important so big brands have consumers do their marketing for them Mark Tennant just liked the Big Mac 35
36 TEEN TRENDS TENNIS PLAY AND STAY SEMIINAR FINDING 2: Big Brands still rule, but teens have a high desire for justice and truth Big Brands are having to ensure they promote their ethical side in order to keep teens on side The major brands still have a massive share of the teen economy and interest 36
37 From 23, 2009; 24,
38 Some Social Stats Facebook and YouTube both have over 800 million unique users Facebook is the 2 nd most and YouTube the 3 rd most visited website in the world 48 hours of video is uploaded to YouTube every minute 98% of year olds in the US use Facebook The average Facebook user is connected to 80 group or fan pages 38
39 TEEN TRENDS TENNIS PLAY AND STAY SEMIINAR FINDING 3: Mobile is the now and the future By 2015, there will be more mobile internet users than desktop users (20, 2011) year olds are the most receptive age group to mobile advertising (21, 2011) Future marketing and promotional strategies must primarily focus on delivery to and through mobile technology 39
40 Some Mobile Stats The top downloaded iphone app in 2011 was Angry Birds, all time is Facebook 50% of Twitter users access the site with a mobile device Every day over 200 million videos are viewed on Facebook via a mobile device The average US teen aged sends over 3300 mobile texts per month! 60% of UK teen smartphone users are highly addicted to them 40
41 TENNIS PLAY AND STAY SEMIINAR SUMMARY 41
42 1 ST STOP: ALL ON BOARD Participation grows year on year AGE ST STOP: DEPENDENCY Try lots of sports, parents heavily involved in free-time activity selections 2 ND STOP: TRAIN FILLING UP Participation peaks AGE 14 2 ND STOP: READY TO GROW Bodies and independence are growing, but still with few responsibilities 3 RD STOP: WATCH YOUR STEP Participation starts to decline AGE 15 3 RD STOP: RESPONSIBILTY First jobs, exams and first relationships all create a big demand on time 4 TH STOP: TRAIN TERMINATES HERE Participation declines quickly AGE TH STOP: BYE, BYE FREETIME Teens continue to full time education or employment, often moving cities 42
43 Summary of Teens in Tennis Participation peaks at age 14 and falls quickly Teen participation over time is falling in some nations Significantly fewer teenage girls than boys playing tennis 43
44 Summary of Teens in Tennis Despite a large drop in participation, there are virtually no national programmes to retain teenagers Belgium has introduced the Tiener Tour for players aged 12-16, using a green ball 44
45 Summary of Teens in Sport All sports lose teenagers between years In comparison with other sports, tennis is not very popular with teenagers 45
46 Summary of Teens in Sport Inactive girls found dance the most attractive option Inactive boys favour soccer, gym and cardio based activities Lifestyle changes means adolescents have less free time as they get older 46
47 Summary of Teens in Sport Increased body consciousness means that... Girls often do not like exercising with boys Girls should be given the option to wear baggy or loose fitting clothing 47
48 Summary of Teens Use of Time Out of school, teens spend 3.2 hours a day using TV and computers but only 0.8 hours on sport and recreation (18, 2010) US youths aged have on average 5 hours free time per day (18, 2010) 48
49 Summary of Teen Trends Show me the social money YouTube and Facebook are hugely important Marketing strategies must be interactive, creative and generate trust Mobile is the future 49
50 TENNIS PLAY AND STAY SEMIINAR So what next? 50
51 The Future for Teens in Tennis The Social Tour A Teen Format Different to tennis Touchtennis / Street Tennis A strategic plan for more females Inventive and interactive marketing 51
52
53 TENNIS PLAY AND STAY SEMIINAR Later I would like you to discuss these questions... Is your federation doing anything to encourage teenagers to join or stay in tennis? What ideas do you think would work? 53
54 TENNIS PLAY AND STAY SEMIINAR References (1) VTV, Unpublished data (2) FFT, Unpublished data (3) Lawn Tennis Association (2011) Number of British Tennis Members, by age, by gender 2011 (4) Sport England (2010) Investigating reasons for dropout amongst girls playing tennis, unpublished (5) Tennis Industry Association (2011) Tennis Participation Study Findings, unpublished powerpoint, (6) Physical Activity Council (2011) PAC Participation Study, (7) DTB (2012) Participation statistics, unpublished (8) Van den Hout, B. (2009) Jongeren: behouden of laten (ver)lopen?, unpublished (9) Breedveld, K. (2006). Rapportage Sport 2006, Den Haag: Sociaal en Cultureel Planbureau (10) BASPO (2008) (see Swiss Tennis for report name) (11) Department for Culture, Media and Sport UK (2011) This Cultural and Sporting Life: The Taking Part 2010/2011 Adult and Child Report (12) NSGA (2010) 2010 Youth Participation in Selected Sports with Comparisons to 2001, (13) Physical Activity Council (2011b) PAC Participation Study, (14) Sport England (2011) Sport Unlimited: Final Report, unpublished (15) Women s Sport and Fitness Foundation (2010) Investigating reasons for drop-out amongst girls playing tennis, unpublished (16) Slater, A., & M. Tiggemann (2011) Gender differences in asolescent sport participation, teasing, self-objectification and body image concerns, Journal of Adolescence, 34, (17) Vu, M. B., Murrie, D., Gonzalez, V., & Jobe, J. B. (2006). Listening to girls and boys talk about girls physical activity behaviors. Health Education and Behavior,33, (18) United States Census Bureau (2010) 2010 Census 2010.census.gov (19) McCann Worldgroup (2011) The Truth About Youth, (20) Digitalbuzz (2011) Infographics, mobile statistics, stats and facts 2011, (21) Neilson (2011b) Kids Today: How the class of 2011 engages with media, (22) Kaiser Family Foundation (2010) Generation M2: Media in the Lives of 8-18 year olds, (23) Sulake (2009) Global Habbo Youth Survey: Brand Update 2009, unpublished (24) Harris Interactive (2011) Harris Interactive Youth Equitrend Poll, 54
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