Sporting Goods Manufacturers Association, National Golf Foundation, Snowsports Industries America and Outdoor Industry Foundation have come together to create a more comprehensive and reliable portrait of sports participation in the U.S., called the USA Sports Participation Study.
For years, these four organizations have been conducting independent, smaller studies that often conflicted with each other. This new study will provide the largest sample size any of the organizations has offered previously and will cover participation in 114 sports and leisure activities, measuring number of days, first-time participation, venue, dropout rates and travel-to-play factors.
The 2007 research has been conducted via the Internet, after many years of fielding via mail surveys. The study has a sample size of 60,000 individuals, fielded by Synovate, making this study by far the largest ever conducted by any of the partners. The online methodology allows for re-contacting specific groups of sports participants such as frequent runners or home gym users for follow-up consumer targeted research.
Individuals who have recently stopped playing or participating can also be targeted for follow-up interviews. This provides the opportunity for companies to develop deeper consumer research in areas including brand tracking, point-of-purchase influences, purchase frequencies and usage/attitude studies.
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