Ice Hockey Participation Report 2009-SAMPLE

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Methodology

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Telephone: 202-775-1762

Fax: 202-296-7462

Website: www.SGMA.comE-mail: [email protected]

Confidentiality

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.

During January 2009/early February 2009 a total of 41,500 online

interviews were carried out with a nationwide sample of individualsand households from the US Online Panel operated by Synovate.A total of 15,013 individual and 26,487 household surveys werecompleted. The total panel has over 1 million members and ismaintained to be representative of the US population. Oversampling of ethnic groups took place to boost response fromtypically under responding groups.

A weighting technique was used to balance the data to reflect thetotal US population aged 6 and above. The following variableswere used: gender, age, income, household size, region, andpopulation density. The total population figure used was279,568,000 people aged 6 and above.



Guide to Reading Tables

able Key

egment % = share of each sub-group

ndex vs. Total Pop. (Profile Detail) = compares the % of spoarticipants in that group to the actual % that group represents

he total U.S. population, i.e. an index of 100 means the % of throups sports’ participants equals the % of the national populat

ho participate.

articipation Rate by Group = % of that group’s total U.S.

opulation who are participants

ndex vs. Total Pop. (Cross Participation) = compares the %

port X participants by group who also participate in anotherven sport to the % of the total U.S. population who participate

hat sport, i.e. an index of 100 means the % of Sport Xarticipants also participating in this sport equals the % of theational population who participate in that sport.



Sport X – Fast Facts

There are 5,938,000 Sport X participants in the U.S.There are 851,000 core (26+/year) Sport X participants in th

.S.

56% of all Sport X participants are female; 61% of core

26+/year) Sport X participants are female.

70% of all Sport X participants are under 35 years old; 48% o

ore (26+/year) Sport X participants are under 35.

29% of all Sport X participants have a household income of a

east $75,000 per year.

42% of all Sport X participants reside in a market size of ,000,000+.

20% of all Sport X participants have a college degree or high

50% of all Sport X participants also participated in bowling,

5% in darts, and 49% in billiards/pool.



port X Total Participation Trend Overview

port X Total Participation Trend

Participation figures are in thousands.

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

2000 2001 2002 2003 2004 2005 2006 2007 2008

Participate at least once per year - Six years of age or older

2000 2001 2002 2003 2004 2005 2006 2007 20081 yr % Change

(2007-2008)

8 yr % Chang

(2000-2008

5,099 5,246 5,152 5,015 4,995 5,687 4,875 5,425 5,938 9.5% 16.5%

1 yr % Change

in Population

(2007-2008)

8 yr % Change

Population

(2000-2008

1.0% 7.8%



port X Total Participation Rate Trend

port X Total Participation Rate Trend Overview

1.97% 2.01%1.95%

1.88% 1.85%

2.10%

1.78%

1.96%

2.12

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

2000 2001 2002 2003 2004 2005 2006 2007 200

Percent of total U.S. population aged 6 or older who

participate once or more per year

2000 2001 2002 2003 2004 2005 2006 2007 2008

1 yr % Point

Change

(2007-2008)

8 yr % Point

Change

(2000-2008

1.97% 2.01% 1.95% 1.88% 1.85% 2.10% 1.78% 1.96% 2.12% 0.16% 0.16%



rofile Detail

otal Sport X Participants (1+ times/year)

Total #

of Part.

(000s) Segment %

Participation

Rate by Group

Index vs.

Total

Population

Total 5,938 - 2.1% -

Male 2,631 44.3% 1.9% 90

Female 3,307 55.7% 2.3% 109

6~12 1,238 20.8% 4.5% 215

13~17 1,523 25.6% 6.8% 321

18~24 525 8.8% 1.8% 87

25~34 871 14.7% 2.1% 100

35~44 798 13.4% 1.9% 91

45~54 520 8.8% 1.1% 52

55~64 230 3.9% 0.7% 33

65+ 233 3.9% 0.6% 28

Under $25000 1,140 19.2% 2.5% 116

$25000 to $49999 1,758 29.6% 2.7% 125

$50000 to $74999 1,335 22.5% 2.4% 114

$75000 to $99999 936 15.8% 2.4% 111

$100000+ 768 12.9% 1.1% 50

New England 344 5.8% 2.6% 121

Middle Atlantic 917 15.4% 2.4% 114

East North Central 1,469 24.7% 3.4% 161West North Central 517 8.7% 2.8% 130

South Atlantic 845 14.2% 1.6% 73

East South Central 400 6.7% 2.4% 112

West South Central 356 6.0% 1.1% 53

Mountain 301 5.1% 1.5% 71

Pacific 789 13.3% 1.8% 85

Non-MSA 1,280 21.6% 3.0% 140

MSA <500,000 963 16.2% 1.8% 86

MSA 500,000-2,000,000 1,212 20.4% 1.8% 83

MSA 2,000,000+ 2,483 41.8% 2.2% 102

8th Grade or Less 1,914 32.2% 5.3% 248

1-3 years of High School 945 15.9% 4.7% 224

High School Grad 735 12.4% 1.4% 66

1-3 years of College 604 10.2% 0.8% 40

College Grad 654 11.0% 1.1% 50

Post-Grad Studies 526 8.9% 1.5% 69

Other 531 8.9% 49.0% 2236



rofile Detail

ore Sport X Participants (26+ times/year)Total #

of Part.

(000s) Segment %

Participation

Rate by Group

Index vs.

Total

Population

Total 5,087 - 1.8% -

Male 1,975 38.8% 1.4% 79Female 3,112 61.2% 2.2% 120

6~12 578 11.4% 2.1% 117

13~17 697 13.7% 3.1% 171

18~24 543 10.7% 1.9% 105

25~34 634 12.5% 1.6% 85

35~44 734 14.4% 1.8% 97

45~54 698 13.7% 1.5% 82

55~64 653 12.8% 2.0% 108

65+ 550 10.8% 1.4% 77

Under $25000 1,089 21.4% 2.3% 129

$25000 to $49999 1,090 21.4% 1.6% 90

$50000 to $74999 1,020 20.1% 1.9% 102

$75000 to $99999 1,058 20.8% 2.7% 146

$100000+ 830 16.3% 1.2% 63

New England 560 11.0% 4.2% 229


East North Central 625 12.3% 1.5% 80West North Central 522 10.3% 2.8% 153




Mountain 657 12.9% 3.3% 182

Pacific 435 8.6% 1.0% 54

Non-MSA 1,155 22.7% 2.7% 147

MSA <500,000 1,476 29.0% 2.8% 154

MSA 500,000-2,000,000 1,178 23.2% 1.7% 94

MSA 2,000,000+ 1,278 25.1% 1.1% 61

8th Grade or Less 955 18.8% 2.6% 144



1-3 years of College 1,018 20.0% 1.4% 78

College Grad 677 13.3% 1.1% 60


Other 81 1.6% 7.5% 398



rofile Detail

asual Sport X Participants (1-25 times/year)

Total #

of Part.

(000s) Segment %

Participation

Rate by Group

Index vs.

Total

Population

Total 851 - 0.3% -

Male 392 46.1% 0.3% 94Female 459 53.9% 0.3% 106

6~12 81 9.5% 0.3% 98

13~17 264 31.0% 1.2% 387

18~24 53 6.2% 0.2% 61

25~34 101 11.9% 0.2% 81

35~44 156 18.3% 0.4% 123

45~54 107 12.6% 0.2% 76

55~64 21 2.5% 0.1% 21

65+ 67 7.9% 0.2% 56

Under $25000 191 22.4% 0.4% 135

$25000 to $49999 343 40.3% 0.5% 170

$50000 to $74999 173 20.3% 0.3% 103

$75000 to $99999 112 13.2% 0.3% 93

$100000+ 32 3.8% 0.0% 15

New England 35 4.1% 0.3% 86






Mountain 34 4.0% 0.2% 56

Pacific 159 18.7% 0.4% 119

Non-MSA 270 31.7% 0.6% 206

MSA <500,000 137 16.1% 0.3% 85

MSA 500,000-2,000,000 209 24.6% 0.3% 99

MSA 2,000,000+ 235 27.6% 0.2% 67

8th Grade or Less 197 23.1% 0.5% 178



1-3 years of College 28 3.3% 0.0% 13

College Grad 52 6.1% 0.1% 28


Other 45 5.3% 4.2% 1322



rofile Detail

egular Sport X Participants (26-51 times/year)

Total #

of Part.

(000s) Segment %

Participation

Rate by Group

Index vs.

Total

Population

Total 2,678 - 1.0% -

Male 1,073 40.1% 0.8% 82

Female 1,605 59.9% 1.1% 118

6~12 257 9.6% 0.9% 99

13~17 385 14.4% 1.7% 179

18~24 254 9.5% 0.9% 93

25~34 389 14.5% 1.0% 99

35~44 335 12.5% 0.8% 84

45~54 387 14.5% 0.8% 87

55~64 367 13.7% 1.1% 115

65+ 304 11.4% 0.8% 81

Under $25000 521 19.5% 1.1% 117

$25000 to $49999 549 20.5% 0.8% 86

$50000 to $74999 538 20.1% 1.0% 102

$75000 to $99999 599 22.4% 1.5% 158

$100000+ 471 17.6% 0.7% 68

New England 285 10.6% 2.1% 222






Mountain 451 16.8% 2.3% 237

Pacific 137 5.1% 0.3% 33

Non-MSA 550 20.5% 1.3% 133

MSA <500,000 789 29.5% 1.5% 156

MSA 500,000-2,000,000 637 23.8% 0.9% 96MSA 2,000,000+ 702 26.2% 0.6% 64

8th Grade or Less 454 17.0% 1.3% 130



1-3 years of College 556 20.8% 0.8% 81

College Grad 375 14.0% 0.6% 63


Other 35 1.3% 3.2% 327



rofile Detail

requent Sport X Participants (52+ times/year)

Total #

of Part.

(000s) Segment %

Participation

Rate by Group

Index vs. Total

Population

Total 2,409 - 0.9% -

Male 902 37.4% 0.7% 76

Female 1,507 62.6% 1.1% 123

6~12 321 13.3% 1.2% 137

13~17 312 13.0% 1.4% 161

18~24 289 12.0% 1.0% 118

25~34 245 10.2% 0.6% 70

35~44 399 16.6% 1.0% 112

45~54 311 12.9% 0.7% 78

55~64 286 11.9% 0.9% 100

65+ 246 10.2% 0.6% 73

Under $25000 568 23.6% 1.2% 142

$25000 to $49999 541 22.5% 0.8% 95

$50000 to $74999 482 20.0% 0.9% 102

$75000 to $99999 459 19.1% 1.2% 134

$100000+ 359 14.9% 0.5% 58

New England 275 11.4% 2.0% 238






Mountain 206 8.6% 1.0% 120

Pacific 298 12.4% 0.7% 79

Non-MSA 605 25.1% 1.4% 163

MSA <500,000 687 28.5% 1.3% 151

MSA 500,000-2,000,000 541 22.5% 0.8% 91MSA 2,000,000+ 576 23.9% 0.5% 58

8th Grade or Less 501 20.8% 1.4% 160



1-3 years of College 462 19.2% 0.6% 75

College Grad 302 12.5% 0.5% 57


Other 46 1.9% 4.2% 477



rofile Detail

ale Sport X Participants

Total #

of Part.

(000s) Segment %

Male

Participation

Rate by Group

Index vs.

Total Male

Population

Total 2,631 - 1.9% -

6~12 482 18.3% 3.3% 170

13~17 630 23.9% 5.3% 275

18~24 319 12.1% 2.4% 127

25~34 420 16.0% 2.1% 110

35~44 304 11.6% 1.5% 76

45~54 305 11.6% 1.3% 67

55~64 73 2.8% 0.5% 23

65+ 96 3.6% 0.6% 30

Under $25000 674 25.6% 3.6% 188

$25000 to $49999 753 28.6% 2.4% 123

$50000 to $74999 535 20.3% 1.9% 100

$75000 to $99999 281 10.7% 1.4% 71

$100000+ 388 14.7% 1.0% 53

New England 147 5.6% 2.2% 114


East North Central 594 22.6% 2.8% 145

West North Central 169 6.4% 1.9% 97South Atlantic 408 15.5% 1.6% 81



Mountain 98 3.7% 1.0% 51

Pacific 451 17.1% 2.1% 107

Non-MSA 646 24.6% 3.2% 164

MSA <500,000 361 13.7% 1.4% 73

MSA 500,000-2,000,000 420 16.0% 1.2% 63

MSA 2,000,000+ 1,204 45.8% 2.1% 111

8th Grade or Less 716 27.2% 3.7% 195



1-3 years of College 296 11.3% 0.9% 46

College Grad 422 16.0% 1.4% 71


Other 280 10.6% 44.9% 2340



rofile Detail

emale Sport X Participants

Total #

of Part.

(000s) Segment %

Female

Participation

Rate by Group

Index vs. Total

Female

Population

Total 3,307 - 2.3% -

6~12 755 22.8% 6.0% 261

13~17 893 27.0% 8.5% 367

18~24 206 6.2% 1.3% 58

25~34 451 13.6% 2.2% 93

35~44 494 14.9% 2.4% 103

45~54 215 6.5% 0.9% 41

55~64 157 4.7% 0.9% 39

65+ 137 4.1% 0.6% 26

Under $25000 466 14.1% 1.7% 72$25000 to $49999 1,004 30.4% 2.9% 126

$50000 to $74999 800 24.2% 2.9% 127

$75000 to $99999 656 19.8% 3.4% 148

$100000+ 380 11.5% 1.1% 48

New England 197 6.0% 2.9% 126


East North Central 875 26.5% 4.0% 174

West North Central 348 10.5% 3.6% 155




Mountain 202 6.1% 2.0% 88

Pacific 338 10.2% 1.5% 66

Non-MSA 634 19.2% 2.8% 121

MSA <500,000 601 18.2% 2.2% 96

MSA 500,000-2,000,000 793 24.0% 2.3% 99

MSA 2,000,000+ 1,279 38.7% 2.2% 95

8th Grade or Less 1,198 36.2% 7.0% 302



1-3 years of College 308 9.3% 0.8% 34

College Grad 232 7.0% 0.8% 32


Other 251 7.6% 54.6% 2353



port X Participation by Region



port X Cross Participation in Other Activities

Participants (000s) Part. Rate

obic Activities Cross-Country Ski Machine 680 11.5%

Stationary Cycling (Spinning) 1,082 18.2%

Stair-Climbing Machine 2,216 37.3%

Stationary Cycling (Recumbent) 1,518 25.6%

Elliptical Motion Trainer 3,160 53.2%

Cardio Kickboxing 601 10.1%

Stationary Cycling (Upright) 2,976 50.1%

Aerobics (High-Impact) 1,248 21.0%

Aerobics (Step) 904 15.2%

Treadmill 4,734 79.7%

Aerobics (Low-Impact) 1,740 29.3%

Running/Jogging 3,115 52.5%

Aquatic Exercise 740 12.5%

Other Exercise to Music 1,664 28.0%

Swimming (Fitness/Competition) 1,139 19.2%

Walking (Fitness) 4,752 80.0%

ditioning Activities Rowing Machine 2,022 34.0%

Pilates Training 812 13.7%

Calisthenics 739 12.4%

Stretching 2,938 49.5%

Yoga 1,037 17.5%

Tai Chi 1,027 17.1%

ength Activities Weight/Resistance Machines 5,364 90.3%

Free Weights (Barbells) 3,457 58.2%

Free Weights (Dumbells) 3,934 66.2%

Home Gym Exercise 2,568 43.2%

Free Weights (Hand Weights) 4,320 72.7%



Cross Participation in Other Activities (cont.)

Participants (000s) Part. Ratevidual Sports Triathlon (Traditional/Road) 99 1.7%

Adventure Racing 84 1.4%

Triathlon (Non-Traditional/Off Road) 56 0.9%

Boxing 270 4.5%

Trail Running 450 7.6%

Darts 1,477 24.9%

Golf (Driving Range) 1,498 25.2%

Billiards/Pool 2,918 49.1%

Golf (9/18 Hole Course) 1,567 26.4%Ice Skating 604 10.2%

Martial Arts 363 6.1%

Horseback Riding 618 10.4%

Bowling 2,968 50.0%

Roller Skating (In-line) 511 8.6%

Archery 264 4.4%

Roller Skating (2x2 Wheel) 362 6.1%

Skateboarding 309 5.2%

Scooter Riding (Non-Motorized) 169 2.8%

quet Sports Squash 93 1.6%

Racquetball 475 8.0%

Cardio Tennis 141 8.5%

Table Tennis 1,255 21.1%

Tennis 1,074 18.1%

Badminton 450 7.6%





m Sports Volleyball (Beach) 459 7.7%

Rugby 71 1.2%

Ultimate Frisbee 347 5.8%

Paintball 445 7.5%

Wrestling 279 4.7%

Ice Hockey 138 2.3%

Volleyball (Grass) 426 7.2%

Football (Tackle) 581 9.8%Lacrosse 83 1.4%

Roller Hockey 118 2.0%

Football (Touch) 855 14.4%

Track and Field 309 5.2%

Volleyball (Court) 448 7.5%

Softball (Fast-Pitch) 175 2.9%

Football (Flag) 178 2.9%

Soccer (Indoor) 260 4.4%

Softball (Slow-Pitch) 581 9.8%Field Hockey 70 1.2%

Basketball 1,359 22.9%

Baseball 792 13.3%

Soccer (Outdoor) 547 9.2%

Gymnastics 153 2.6%

Cheerleading 79 1.3%





door Sports Climbing (Sport/Indoor/Boulder) 413 6.9%

Climbing (Traditional/Ice/Mountaineering) 175 3.0%

Bicycling (Mountain/Non-Paved Surface) 512 8.6%

Backpacking Overnight 478 8.0%

Shooting (Sport Clay) 285 4.8%

Shooting (Trap/Skeet) 231 3.9%

Bicycling (BMX) 116 2.0%

Hunting (Handgun) 149 2.5%

Target Shooting (Handgun) 649 10.9%Snowmobiling 187 3.1%

Target Shooting (Rifle) 655 11.0%

Hiking (Day) 1,545 26.0%

Fishing (Fly) 285 4.8%

Hunting (Bow) 173 2.9%

Bicycling (Road/Paved Surface) 1,705 28.7%

Wildlife Viewing 954 16.1%

Camping (Within 1/4 Mile of Vehicle/Home) 1,279 21.5%

Fishing (Saltwater) 589 9.9%

Hunting (Shotgun) 344 5.8%

Birdwatching 532 9.0%

Hunting (Rifle) 405 6.8%

Camping (RV) 595 10.0%

Fishing (Freshwater/Other) 1,466 24.7%





ter Sports Skiing (Freestyle) 124 2.1%

Telemarking (Downhill) 27 0.5%

Snowboarding 359 6.1%

Snowshoeing 92 1.5%

Skiing (Alpine/Downhill) 495 8.3%

Skiing (Cross-Country) 143 2.4%

er Sports Boardsailing/Windsurfing 93 1.6%

Surfing 182 3.1%

Scuba Diving 225 3.8%

Kayaking (White Water) 91 1.5%

Rafting 340 5.7%

Wakeboarding 293 4.9%

Sailing 288 4.8%

Snorkeling 703 11.8%

Kayaking (Sea/Touring) 99 1.7%

Jet Skiing 610 10.3%

Kayaking (Recreational) 331 5.6%

Water Skiing 396 6.7%

Canoeing 535 9.0%

Ice Hockey Participation Report 2009-SAMPLE

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