Internet Usage Among Sports Participants in 2006

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?

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

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?

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%, the middle 50% and the 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%.

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