Special Message From SFIA Research For the past 107 years, the Sporting Goods Manufacturers Association (SGMA) has been the leading source of research- based knowledge for the sports and fitness industry. As you will note by the new logo above, the Sporting Goods Manufacturers Association has recently transitioned to a new name for our organization: Sports & Fitness Industry Association, with the acronym SFIA. The foundation of our trade association and the core constituents who benefit from an affiliation with our organization remains the same. However, we believe the new name represents a much clearer reflection of our current and future membership. This is not a shift in philosophy for our organization. It is simply a more accurate and transparent indication of the broader industry segments that we serve. This cover page serves to make you aware of our new name and simultaneously explains why you will see references to SGMA throughout research reports that pre-date our transition from SGMA to SFIA. For more information related to the rebranding process, please visit the SFIA website at www.sfia.org/about/sfiafaqs to review our FAQ’s. You may also contact SFIA Headquarters at 301.495.6321.
Transcript
Special Message From SFIA Research For the past 107 years, the Sporting Goods Manufacturers Association (SGMA) has been the leading source of research-based knowledge for the sports and fitness industry. As you will note by the new logo above, the Sporting Goods Manufacturers Association has recently transitioned to a new name for our organization: Sports & Fitness Industry Association, with the acronym SFIA. The foundation of our trade association and the core constituents who benefit from an affiliation with our organization remains the same. However, we believe the new name represents a much clearer reflection of our current and future membership. This is not a shift in philosophy for our organization. It is simply a more accurate and transparent indication of the broader industry segments that we serve. This cover page serves to make you aware of our new name and simultaneously explains why you will see references to SGMA throughout research reports that pre-date our transition from SGMA to SFIA. For more information related to the rebranding process, please visit the SFIA website at www.sfia.org/about/sfiafaqs to review our FAQ’s. You may also contact SFIA Headquarters at 301.495.6321.
Summary / Introduction A total of 38,172 online interviews were completed by a nationwide sample of both individuals (N=15,113) and households (N=23,059) at the beginning of 2012. The survey was access by the US Online Panel and operated by Synovate. The US Online Panel has over 1 million members and maintained to be representative of the US population. Each individual completing the survey was assigned a random number ensure confidentiality. Each survey consisted of several questions regarding the participant’s involvement in a variety of physical activities during 2011. These activities ranged from team sports to individual fitness with questions including frequency of activity, preferred venue of activity, and participation in organized events. Participants were only asked questions retaining to their reported activity involvement in addition to demographics and other sport interests. Demographics Out of the total 38,172 surveys completed, 49% were male and 51% female participants. Over half of participants were between the ages of 25 and 64, with 17.8% under the age of 18 and 14.1% over the age of 65. An over sampling of ethnic groups took place to boost response from typically under responding groups. While the majority remained Caucasian (76.2%), 9% were African American, 5.6% Asian/Pacific Islander, 6.4% Hispanic and 2.9% reported “Other.” The average participant was married, had a least 1 year of college education (61.5%), and worked full-time (46.5%) with a total household income of over $50K (59.7%). Methodology Throughout the analysis, a weighting technique was used in order for the data to better represent the US population of 285,753,000, ages 6 and over. Variables used for the analysis included age, gender, income, household size, region, and population density. In addition to the weighting technique, a “two-year rolling average” was used that provided an even higher degree of accuracy. This technique of 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. All participation totals, beginning with the 2008 participation collection, were re-projected to reflect this change. The 2011 participation survey sample size of 38,172 provides a high degree of statistical accuracy. However, all surveys are subject to some level of standard error. A standard error means 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.
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Baseball Overview There are 13,561,000 Baseball participants in the U.S.
There are 9,350,000 core (13+/year) Baseball participants in the U.S.
82% of all Baseball participants and 87% of core (13+/year) Baseball participants
are male. 66% of all Baseball participants and 74% of core (13+/year) Baseball participants
are under 25.
54% of all Baseball participants have a household income of under $75,000 per year.
46% of all Baseball participants reside in a market size of 2,000,000+. 23% of all Baseball participants have a college degree or higher.
49% of all Baseball participants also play basketball, 24% play outdoor soccer, and
21% play touch football.
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Total Baseball Participation Trends Table A
Total Participation Trend Across 4 Year Span
2007 2008 2009 2010 2011 1 yr % Change (2010-2011)
2 yr % Change (2009-2011)
16,058 15,539 14,429 14,198 13,561 -4.5% -6.0% Table B
*Participation figures are in thousands Total Population Participation Rate Table C
Total Participation Rate Across 4 Year Span
2007 2008 2009 2010 2011 1 yr % Change (2010-2011)
2 yr % Change (2009-2011)
5.8% 5.6% 5.1% 5.0% 4.7% -0.3% -0.4% Table D
0 2,000 4,000 6,000 8,000
10,000 12,000 14,000 16,000 18,000
2007 2008 2009 2010 2011
Participate at least once per year - Six years of age or older
5.8% 5.6% 5.1% 5.0% 4.7%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
2007 2008 2009 2010 2011
Percent of total U.S. population aged 6 or older who participate once or more per year
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Table Key Segment % = Share of each sub-group.
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.
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Total Baseball Participants (1+ times/year) Table E
Under $25000 1,761 13.0% 3.6% 76 $25000 to $49999 2,736 20.2% 4.1% 87 $50000 to $74999 2,805 20.7% 5.0% 105 $75000 to $99999 2,298 16.9% 5.6% 119 $100000+ 3,960 29.2% 5.4% 113
New England 631 4.7% 4.6% 97 Middle Atlantic 2,223 16.4% 5.8% 121 East North Central 2,659 19.6% 6.0% 127 West North Central 1,014 7.5% 5.3% 112 South Atlantic 2,165 16.0% 3.9% 82 East South Central 694 5.1% 4.0% 85 West South Central 1,154 8.5% 3.6% 75 Mountain 868 6.4% 4.3% 90 Pacific 2,153 15.9% 4.8% 101
Non-MSA 1,911 14.1% 4.3% 91 MSA <500,000 2,270 16.7% 4.2% 89 MSA 500,000-2,000,000 3,153 23.3% 4.5% 94 MSA 2,000,000+ 6,227 45.9% 5.3% 112 8th Grade or Less 5,703 42.1% 15.8% 332 1-3 years of High School 1,746 12.9% 8.8% 185 High School Grad 1,098 8.1% 2.1% 44 1-3 years of College 1,768 13.0% 2.5% 53 College Grad 2,035 15.0% 3.0% 63 Post-Grad Studies 996 7.3% 2.7% 57 Other 214 1.6% 16.7% 351
*Participation figures are in thousands
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Casual Baseball Participants (1-12 times/year) Table F
Under $25000 689 16.4% 1.4% 96 $25000 to $49999 782 18.6% 1.2% 80 $50000 to $74999 1,090 25.9% 1.9% 131 $75000 to $99999 622 14.8% 1.5% 104 $100000+ 1,030 24.4% 1.4% 95
New England 185 4.4% 1.4% 92 Middle Atlantic 786 18.7% 2.0% 138 East North Central 845 20.1% 1.9% 130 West North Central 199 4.7% 1.0% 71 South Atlantic 768 18.2% 1.4% 94 East South Central 171 4.1% 1.0% 68 West South Central 377 8.9% 1.2% 79 Mountain 196 4.7% 1.0% 66 Pacific 685 16.3% 1.5% 104
8th Grade or Less 900 21.4% 2.5% 169 1-3 years of High School 475 11.3% 2.4% 162 High School Grad 527 12.5% 1.0% 68 1-3 years of College 666 15.8% 0.9% 64 College Grad 1,084 25.7% 1.6% 107 Post-Grad Studies 546 13.0% 1.5% 101 Other 13 0.3% 1.0% 66
*Participation figures are in thousands
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Regular Baseball Participants (13-24 times/year) Table G
Under $25000 378 17.1% 0.8% 100 $25000 to $49999 414 18.7% 0.6% 81 $50000 to $74999 378 17.1% 0.7% 87 $75000 to $99999 354 16.0% 0.9% 112 $100000+ 687 31.1% 0.9% 121
New England 134 6.1% 1.0% 126 Middle Atlantic 330 14.9% 0.9% 111 East North Central 485 22.0% 1.1% 143 West North Central 183 8.3% 1.0% 124 South Atlantic 213 9.7% 0.4% 49 East South Central 120 5.4% 0.7% 90 West South Central 184 8.3% 0.6% 74 Mountain 194 8.8% 1.0% 124 Pacific 366 16.6% 0.8% 106
8th Grade or Less 922 41.7% 2.5% 330 1-3 years of High School 241 10.9% 1.2% 157 High School Grad 169 7.6% 0.3% 41 1-3 years of College 363 16.4% 0.5% 67 College Grad 336 15.2% 0.5% 63 Post-Grad Studies 179 8.1% 0.5% 63 Other 0 0.0% 0.0% 0
*Participation figures are in thousands
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Frequent Baseball Participants (25+ times/year) Table H
Under $25000 714 10.0% 1.5% 59 $25000 to $49999 1,532 21.5% 2.3% 92 $50000 to $74999 1,364 19.1% 2.4% 97 $75000 to $99999 1,310 18.3% 3.2% 129 $100000+ 2,220 31.1% 3.0% 121
New England 311 4.4% 2.3% 91 Middle Atlantic 1,118 15.7% 2.9% 116 East North Central 1,331 18.6% 3.0% 121 West North Central 618 8.7% 3.2% 129 South Atlantic 1,193 16.7% 2.1% 86 East South Central 398 5.6% 2.3% 93 West South Central 595 8.3% 1.8% 74 Mountain 470 6.6% 2.3% 93 Pacific 1,105 15.5% 2.5% 99
8th Grade or Less 3,774 52.9% 10.4% 417 1-3 years of High School 1,021 14.3% 5.1% 206 High School Grad 425 6.0% 0.8% 32 1-3 years of College 755 10.6% 1.1% 43 College Grad 671 9.4% 1.0% 39 Post-Grad Studies 300 4.2% 0.8% 33 Other 194 2.7% 15.1% 605
*Participation figures are in thousands
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Core Baseball Participants (13+ times/year) Table I
Under $25000 1,090 11.7% 2.2% 68 $25000 to $49999 1,947 20.8% 2.9% 90 $50000 to $74999 1,742 18.6% 3.1% 95 $75000 to $99999 1,664 17.8% 4.1% 125 $100000+ 2,907 31.1% 3.9% 121
New England 444 4.7% 3.2% 99 Middle Atlantic 1,448 15.5% 3.8% 115 East North Central 1,816 19.4% 4.1% 126 West North Central 801 8.6% 4.2% 128 South Atlantic 1,409 15.1% 2.5% 77 East South Central 518 5.5% 3.0% 92 West South Central 780 8.3% 2.4% 74 Mountain 663 7.1% 3.3% 100 Pacific 1,471 15.7% 3.3% 100
8th Grade or Less 4,699 50.3% 13.0% 397 1-3 years of High School 1,263 13.5% 6.4% 194 High School Grad 593 6.3% 1.1% 34 1-3 years of College 1,116 11.9% 1.6% 48 College Grad 1,005 10.8% 1.5% 45 Post-Grad Studies 478 5.1% 1.3% 40 Other 195 2.1% 15.2% 464
Under $25000 1,279 11.5% 5.8% 73 $25000 to $49999 2,161 19.4% 6.6% 83 $50000 to $74999 2,311 20.7% 8.3% 104 $75000 to $99999 1,881 16.9% 9.3% 117 $100000+ 3,506 31.5% 9.4% 119
New England 577 5.2% 8.3% 104 Middle Atlantic 1,839 16.5% 9.8% 123 East North Central 2,215 19.9% 10.1% 127 West North Central 825 7.4% 8.7% 110 South Atlantic 1,721 15.4% 6.4% 81 East South Central 592 5.3% 7.4% 93 West South Central 955 8.6% 6.2% 77 Mountain 748 6.7% 7.3% 92 Pacific 1,666 15.0% 7.5% 94
8th Grade or Less 4,956 44.5% 26.8% 337 1-3 years of High School 1,501 13.5% 14.5% 183 High School Grad 838 7.5% 3.3% 41 1-3 years of College 1,288 11.6% 3.9% 48 College Grad 1,591 14.3% 4.9% 62 Post-Grad Studies 797 7.2% 4.2% 52 Other 167 1.5% 21.0% 265
Under $25000 483 19.9% 1.8% 108 $25000 to $49999 575 23.7% 1.7% 103 $50000 to $74999 494 20.4% 1.7% 104 $75000 to $99999 417 17.2% 2.0% 122 $100000+ 454 18.7% 1.2% 75
New England 53 2.2% 0.8% 47 Middle Atlantic 383 15.8% 1.9% 117 East North Central 443 18.3% 2.0% 121 West North Central 189 7.8% 2.0% 117 South Atlantic 444 18.3% 1.5% 92 East South Central 102 4.2% 1.1% 67 West South Central 199 8.2% 1.2% 71 Mountain 121 5.0% 1.2% 72 Pacific 487 20.1% 2.2% 130
8th Grade or Less 747 30.8% 4.2% 254 1-3 years of High School 245 10.1% 2.6% 154 High School Grad 260 10.7% 1.0% 58 1-3 years of College 481 19.8% 1.3% 78 College Grad 444 18.3% 1.2% 74 Post-Grad Studies 199 8.2% 1.1% 67 Other 48 2.0% 9.6% 578
*Participation figures are in thousands
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Baseball Participants by Region
% of People Participating
5.0% to 6.1%
4.2% to 4.9%
3.5% to 4.1%
1,000 to 2,159
630 to 99
2,160 to 2,660
# of Participants 000s
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Baseball Cross Participation in Other Activities Aerobic Activities
