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SPORTS PARTICIPATION IN 2008: SERIES I  

“Sports Participation in 2007: Series I” repeats the highly successful participation study done by NSGA the past 25 years.  It provides data on total 2008 participation, frequency of participation, and average number of participation days by gender and age.  Single-time participation, which is not counted in the total, is counted separately.  Correlation tables relate each sports activity to every other activity in the survey. 

Demographic data on participants includes gender, age,  gender by age, household income and education of male and female head of household.  Geographic analysis includes nine census regions and participation data by metro area size.  Presence of children is also noted. 

The 23 activities covered in “Series I” are: aerobic exercising, backpacking/wilderness camping, baseball, basketball, bicycle riding, billiards/pool, bowling, camping (vacation/overnight), exercise walking, exercising with equipment, fishing (fresh and salt water).  Also included are football (tackle), golf, hiking, running/jogging, soccer, softball, swimming, tennis, volleyball, weightlifting and yoga. 

“Sports Participation in 2008: Series I” is based on a sampling of 10,000 U.S. households.  The study, conducted for NSGA by Ipsos Observer, Westbury, New York, had a response rate of 60% in 2007.  122 Pages.   

SPORTS PARTICIPATION IN 2008: SERIES II

Identical in sample size and methodology, “Sports Participation in 2008: Series II” surveys 21 additional sports and recreational activities. 

The 21 activities in Series II are: boating (motor/power),  canoeing, cheerleading, hockey (ice),  hunting with firearms, hunting w/bow & arrow, in-line roller skating, mountain biking (off road), muzzleloading, paintball games, racquetball, scooter riding, skateboarding, skiing (alpine), skiing (cross country), snowboarding, target shooting (net), target shooting (net), target shooting (airgun), water skiing, and work-out at club.  The Series II study had a response rate of 61% in 2006. 98 pages. 

SPORTS PARTICIPATION IN 2008:  STATE-BY-STATE

“Sports Participation in 2008: State-by-State” projects sports participation on a state-by-state basis. It provides data on total U.S. participation, participation by individual state, frequency of participation (frequent, occasional and infrequent) by total U.S. and by state, total participation days by total U.S. and by state, and mean number of days by total U.S. and by state. 

The 36 activities surveyed are: aerobic exercising, backpacking/wilderness camping, baseball, basketball, bicycle riding, billiards/pool, boating (motor), bowling, camping (vacation/overnight), canoeing, exercise walking, exercising with equipment, fishing (fresh and salt water), football (tackle).  Also included are golf, hiking, hunting with firearms, in-line skating, mountain biking (off road), paintball games, running/jogging, scooter riding, skateboarding, skiing (alpine), snowboarding, soccer, softball, swimming, target shooting, tennis, volleyball, water skiing, weightlifting, work-out at club and yoga. 

“Sports Participation in 2008: State-by-State” is based on a sampling of 20,000 U.S. households.  Only those sports which project at least six million participants nationally are included in this study. 124 pages. 

SPORTS PARTICIPATION IN 2008:  LIFECYCLE DEMOGRAPHICS

Advancing beyond traditional demographics, this report uses the LifeCycle segmentation system developed by Ipsos-Insight to analyze sports participation in the continuum from affluent singles to seniors.  Households are classified into various life stages using demographic criteria.  Sports analyzed are those in “Series I.” 

Households are classified into one of five mutually exclusive segments, with each segment divided into two or more subgroups.  The 12 classifications are:  Affluent Singles; Low/Middle Income Singles; Double Income/No Kids (DINKS); Working Parents; Single Parents; Affluent Traditional Families; Low/Middle Income Traditional Families; Affluent Empty Nesters; Low/Middle Income Empty Nesters; Single Active Seniors; Married Active Seniors; 75+ Seniors. 

For each group/subgroup, a frequency distribution, an index of participation vs. lifecycle segment and selected demographics are provided.  Demographics include age, gender, region and market size.  This analysis is particularly useful in examining income-household structure relationships.  88 pages. 

SPORTING GOODS MARKET IN 2009

Based on a consumer study of 80,000 U.S. households, “The Sporting Goods Market” is the most comprehensive original research available on consumer purchases of sports equipment and footwear. The footwear section includes 25 styles of athletic and sport footwear.  For equipment, the report provides retail sales for 2008 in all channels of distribution and estimates for 2009 for specific products in more than 20 sport categories, including cycling, camping, fitness, fishing, hunting, golf, wheeled sports and team. Brand share data on most products may be purchased separately. 

Purchaser demographics include household income, age and gender of major user, education of household head, and region of the country.  A 10-year history of sales allows analysis of long term trends.  Place-of-purchase (including Internet) data allows analysis of industry channels of distribution.  Average price point for eight types of retailing is provided.  The 88-page report is prepared by NSGA by Irwin Broh Research, a research company nationally recognized for its work in the leisure field.  Also available as a Word or PDF file. 

SPORTING GOODS MARKET...on CD-ROM

NSGA provides an expanded version of The Sporting Goods Market in 2009 on CD-ROM (Excel format).  The CD-ROM contains the current report plus historical data (beginning with 1986) for all demographics and channels of distribution; this is not available in the printed version.  It also provides information on products not in the current report, but surveyed for earlier reports. The CD-ROM is available only to those who purchase The Sporting Goods Market in 2009 or receive it as part of their NSGA membership. Cost: Add $140 ($190 for non-members) to price of Sporting Goods Market in 2009.

USED SPORTS EQUIPMENT PURCHASES – 2008With the growing use of auctions on the Internet and the rise in the number of sporting good stores that emphasize used equipment sales, this NSGA research provides insight on the used sports equipment market. The report, using the same panel as the NSGA annual Sporting Goods Market survey, is based on a mailed survey of 60,000 households in which 39 products were surveyed regarding purchases made during 2008. 

For each product, “Used Sports Equipment Purchases – 2008” provides information on the number of units sold, average price, total dollars, and place-of-purchase. Included in the place-of-purchase information are traditional channels of distribution as well as online/Internet purchases and purchases from private individuals. Demographics provided for purchasers include age, gender, annual household income, education of household head and geographic region. 32 Pages. 

SPORTS PARTICIPATION IN 2004: SERIES III

In conjunction with Irwin Broh & Associates, NSGA published a participation survey of sports with lower incidences of participation. Using a 30,000 household (HH) sampling, this survey provides a more reliable picture of participants in these sports. The survey had a 66% response rate. 

The 20 sports in the survey are:  badminton, boxing, croquet, dart throwing (soft- & metal-tip), horseshoe pitching, mountain/rock climbing, pilates, racquetball, roller skating (rink), scuba diving (open water), snorkeling, snowmobiling, snowshoeing, squash, surfboarding, table tennis, wakeboarding, wind surfing, and wrestling. 

Demographic data includes gender, age, gender by age, HH income, HH size and nine life stage categories. Geographic analysis includes nine census regions and participation data by metro area size. For each demographic, participants are classified as “frequent,” “occasional,” and “infrequent (generally, the top 25%; the middle 50%; and the lowest 25%). Single-time participation is included. Both mean (average) and median number of days of participation are reported. 120 pages. 

SPORT ATTENDANCE & TV VIEWERSHIP IN 2007

It’s all about the eyes, not ticket sales – at least when you spend marketing dollars on professional and collegiate sports. 

You want to know who attended and saw the stadium or arena media in which you invested marketing dollars.  You want to know how often they attend.  You want to know other sporting events they attend.  You want to know their gender, age, income level.  You want to know differences by region of the country.  And you need the same information about TV viewership patterns for those watching sporting events.  It’s about those eyeballs, again. 

And then you want to know how attendance at and viewership of professional and collegiate sporting events correlate.  Where do you best use your marketing dollars to capture the greatest number of eyeballs that fit the profile of your potential customers? 

For adults 18 years of age and older, that information is in the NSGA report “Sports Attendance and TV Viewership in 2007.”  The mail survey, conducted in April 2007, covers 29 professional and collegiate sporting events. 

Events covered: Auto Racing (Champ Car, Indy Car, NASCAR {Cup, Busch, Truck}, NHRA), Baseball (MLB, Minor League), Basketball (NBA, WNBA, Minor League, College), Bowling – PBA, Boxing, Football (NFL, Arena, College), Golf – PGA, Hockey (NHL, Minor League), Horse Racing, Lacrosse – MLL/NLL, Soccer (MLS, MISL), Tennis, Fishing (Pro Bass, etc.) and Pro Rodeo.  Events are reported individually and netted, when appropriate. 

Demographic data on attendees and viewers include gender, age,  gender by age and household income.   Geographic analysis includes nine census regions, but excludes Alaska and Hawaii. 

Attendees and viewers are categorized as “Frequent” (6 or more times), “Occasional” (2 to 5 times) and “Once Only.” Survey participants were also asked the professional sport they attended or watched “most often.”  This data is reported. 

“Sports Attendance and TV Viewership,” conducted for NSGA by Irwin Broh & Associates using a representative panel of 10,000 U.S. households maintained by NFO, had a response rate of 60%.  The report is available in both printed and electronic formats. 227 pages. 

SPORTS CLOTHING PURCHASES IN 2007

For 2007, households in the “Series I” sports were asked how much they spent on clothing related to participation, allowing a look at the correlation between participation frequency and clothing purchases. 

For those sports, the following data is provided: total clothing dollar purchases; total buying households (HH); average dollar purchase per buying HH; and dollar expenditures by annual purchase (less than $50; $50-$99; $100-$199; $200-$299; $300-$499; and $500 or more). Besides purchases by frequency of participation, the following demographics are provided for each — HH income, market size (size of city) and census regions. 

Note that the survey reflects purchases of clothing for a sport, not sport clothing. For example, it reflects purchases of clothing for golf, not golf clothing; clothing for running, not running clothing. 52 pages. 

SPORTS EQUIPMENT PURCHASES IN 2004

Traditionally, NSGA has gathered data on sporting goods equipment purchases in its “Sporting Goods Market” report. However, in certain product categories NSGA has not been able to gather information, either because the category is small or because it has an extensive number of small items in it. To gather information in some of these categories, NSGA introduced an equipment purchase question in its “Sports Participation: Series II” study. The most recent year for which this question was asked was 2004. 

The report provides estimates of total dollar equipment expenditures per household for selected sports in Series II, and establishes correlations between participation levels and purchases. In addition to total household expenditures, percentage of total household expenditures are reported for the following dollar ranges: less than $50, $50-99, $100-149, $150-199, $200-249, $250-499, $500-749 and $750 or more. Total buying households (HH) and average dollar expenditures per buying HH are included. 

Besides HH purchases by frequency of participation, the following demographics are provided for each household — HH income, market size (size of city) and census regions. 52 pages. 

INTERNET USAGE AMONG SPORTS PARTICIPANTS

For sports marketers and the sporting goods industry, the Internet presents major challenges.  How much do the Americans who participate in the activities in which a company is interested use the Internet?  How does usage differ by activity or sport?  Does it differ regionally or by market size?   

Is there a negative correlation between online usage and sports participation --- the more one views, the less one plays? Or do “heavy” viewers participate more frequently than “light” viewers? 

How does intensity of sports participation affect Internet usage on a sport-by-sport basis?  How big a market can we reach via the Internet, knowing that “Frequent” participants (the top 25% of participants) account for 50% or more of purchases in most sports and recreation activities? 

Answers to these questions can be the basis for developing promising, effective online marketing strategies. 

For adults 7 years of age and older, that information is in the landmark NSGA 106-page report “Internet Usage Among Sports Participants in 2006.”  The mail survey, conducted in February 2007, covers 24 sports, fitness and recreational activities. 

Sports, Fitness and Recreational Activities covered: aerobic exercising, backpacking/wilderness camping, baseball, basketball, bicycle riding, billiards/pool, bowling, camping (vacation/overnight), exercise walking, exercising with equipment, fishing (fresh and salt water).  Also included are football (tackle), golf, hiking, hunting with firearms, running/jogging, soccer, softball, swimming, tennis, volleyball, weightlifting and wrestling. 

Demographic data on Internet users include gender by age and household income.   Geographic analysis includes nine census regions, but excludes Alaska and Hawaii.  Market size analysis includes non-MSAs, MSAs of 50,000-499,000; 500,000-999,000; 1.0-2.5 million; 2.5 million-plus. 

Internet users are categorized as “Heavy” (20 or more hours per week), “Moderate” (3-19 hours per week) and “Light (1-2 hours per week).”  Non-use and non-response is also reported. 

The definition of "Frequent", "Occasional" and "Infrequent" participants varies for each sport and is indicated in the report.  Generally, these categories are defined as the top 25%, middle 50% and lower 25% of participants.   

“Internet Usage Among Sports Participants in 2006,”  conducted for NSGA by Ipsos-Observer using a representative panel of 10,000 U.S. households, had a response rate of 60%.   

COST OF DOING BUSINESS FOR SPORTING GOODS STORES

Compiled every two years, the Cost of Doing Business Survey provides sporting goods stores with the most up-to-date comparative financial performance information available anywhere. Besides Balance Sheet and Income Statement data, the Survey includes five measures of profitability, three of financial management and 14 of productivity. It provides detailed margins and turnover data separately for equipment, footwear and clothing.  

The study is provided at no cost to NSGA retailer/dealer members. The Cost of Doing Business Survey was compiled, tabulated and prepared by Industry Insights, Inc., a professional research and consulting firm which specializes in industry operating surveys. The company provides a comprehensive introduction, explaining the measures and ratios used in the survey. 

Nearly 200 companies participated in the current study. This has allowed extensive segmentation in the survey. In addition to segmentation of sporting goods stores and specialty shops by sales volume, comparison categories include single versus multi-store operations, size of store and marketing mix. Specialty stores reported separately include team dealers, bike and ski. The study also provides comparisons to high-profit performing retailers. 

SPORTING GOODS STORES – SALES, NUMBER & DISTRIBUTION

Published by the U.S. Dept. of Commerce in 2005, the Census of Retail Trade provides the most comprehensive view of American retailing in more than 50 volumes. From these and earlier reports, NSGA has extracted data on full-line sporting goods stores, specialty sport shops and athletic footwear stores. The next Census will be published in 2009. 

For these three categories of stores, the report provides sales, number of stores, number of employees, sales per store, sales per employee and number of employees per store. This data is provided for the U.S., for the nine census regions and for all 50 states. Data from the current Census (2002) is compared with the 1997 and the 1992 Censuses. The Census of Retail Trade is done every five years by the U.S. Bureau of Census for the Dept. of Commerce. 60 Pages.