2010 TENNIS PARTICIPATION SURVEY Conducted for Conducted by
2010 TENNIS PARTICIPATION SURVEY Conducted for: Conducted by: December 2010
Method � Nationwide telephone survey of households � Household members age 6+ enumerated � Data on tennis participation collected for each person � Sample results weighted by household income, age, and geographic region � To bring the sample demographic distributions in line with U. S. Census data on the population. � Sample components (since 2007) � ~5, 600 landline telephone interviews � ~400 interviews by cellphone with cellphone-only households ○ Cellphone-only (CPO) households now over 22% of all U. S. households ○ CPO households weighted to reflect their proportion of all U. S. households. � Enumerating all household members age 6+, the survey includes observations on tennis playing (or not) for approximately 14, 000 individuals. 2
Segment Definitions � Player: Played tennis at least once in the past 12 months � Infrequent player: Played tennis 1 -3 times in past 12 months � Regular player: Played tennis 4 -20 times in past 12 months � Frequent player: Played tennis 21 or more times in past 12 months � New player: First year person has ever played tennis � Rejoiner: Started playing tennis again in the past 12 months after having stopped playing for at least one year � Continuing player: Has played tennis for more than one year � Total play occasions: Total number of times all types of players play tennis in a year 3
KEY FINDINGS
Total Participation has dipped 8% from the 2009 all time high but at 27. 8 million, it’s at the second-highest mark ever! • In 2010 the participation rate is 9. 51%, down from 10. 38% in 2009. Total Participation: Played tennis at least once in past year 5
Infrequent players have grown steadily year-over-year since 2006, reaching just over 9. 9 million in 2010. Infrequent Players: Played tennis 1 -3 times in past year 6
Regular players (4 -20 times in past year) have declined 11% in 2010 but remain well above any previous year. Regular Players: Played tennis 4 -20 times in past year 7
Frequent players have declined for the second year in a row, down 12% from 2009, to the lowest mark since 2004. Frequent Players: Played tennis 21+ times in past year 8
Continuing players are down 7% against 2010, back to the same 15 million level as 2008—but still significantly higher than any year prior to 2008. Continuing Players: Played tennis for more than one year 9
New players have dropped 8% from last year’s high water mark—still much higher, though, than previous years. New Players: Played tennis for first time in past year 10
Rejoiners are down 9% against 2009 but are again still considerably higher than previous years. Rejoining Players: Started playing tennis again in past year after having stopped playing for at least one year 11
Total play occasions have slid for a second year in a row (down 11% against 2010), driven by another decline in frequent play. Total Play Occasions: Number of times all players play tennis 12
Demographics of participation � Age: Down in all age groups � NOTE: Among young people age 12 -24, participation in 2010 remains higher than any past year except 2009. Income: Participation dropped in three income segments: <$50 K; $50 K - <$100 K; $100 K-<$150 k But in the most affluent $150, 000+ segment participation is actually up 18% this year. Ethnicity: Participation is up significantly among non-whites (+27%); it’s down overall because it’s down 11% among whites (the bulk of the population). 13
A world in flux DJIA average year-over year change 10% -2% +5% -2% Average year-over-year change 3% Total Participation: Played tennis at least once in past year DJIA average year-over-year change 18% +4% +7% +12% -8% Average year-over-year change 9% 14
Smoothing out the flux (by looking at 2 -year averages in participation) shows steady, clear growth over time. +22% over 03/04 +18% over 05/06 +3% Total Participation: Played tennis at least once in past year +6% +11% 15
- Slides: 15