LA84 Foundation Youth Sports Survey: Los Angeles...

LA84 Foundation Youth Sports Survey: Los Angeles County, 2016

©2016 LA84 Foundation 1



TableofContents

SamplingMethodology–SurveySamplingInternational..........................................................................3

Methodology(cont.)................................................................................................................................4

ExecutiveSummary.....................................................................................................................................5

SportsParticipationTrends.........................................................................................................................7

FutureSportsParticipationInterest.........................................................................................................10

Inactivity*AmongLACountyYouth.........................................................................................................12

SportsParticipationRates&Profiles........................................................................................................14

Media.........................................................................................................................................................53

P.E./PhysicalActivityClasses....................................................................................................................54

SpecialNeedsChildren..............................................................................................................................57

HouseholdAdults:PhysicalFitnessStatus................................................................................................59

YouthProfile..............................................................................................................................................60

Respondent(Adult)Profile........................................................................................................................62



SamplingMethodology–SurveySamplingInternational§ Thisprojectwascarriedoutusingacceptedmarketresearchtechniques.A

representativesampleofLosAngelesCountywascreatedsoresultscouldbeprojected.ThesamplesforthisstudywerecreatedbySurveySamplingInternational.

§ Allsurveysaresubjecttosomemarginoferror—thatis,thedegreetowhichtheresultsmightdifferfromthoseobtainedbyacompletecensusofeverypersonintheLAcountyarea.Forthissurvey,withasampleof957children,thereisanaverageconfidenceintervalofplusorminus2.96percentagepointsatthe95percentconfidencelevel.Forexample,ifthesurveyresultsshow30%oftherespondents,wecanbeconfident95timesoutof100thatthe“real”valueisbetween27.04%and32.96%

AboutSurveySamplingInternational

§ ForthisstudyweusedSurveySamplingInternational(SSI),aworldleaderinsamplecreationandprovision.Theyprovidesamplesforover2,500clientseachyear.

§ ProprietaryPanel:SSIpanelsarecomposedofsourcesthatareover90%proprietary,whichmeansthey’reconstantlyprotecting,growing,andoptimizingthem.Theyactivelymanageandlooktoimprovetherespondentexperiencetohavemoreloyalandengagedpanelmembers.

§ HighQuality:SSIsamplehasbeencitedforthehighestlevelofconsistencyandqualityinmoremarketsaroundtheworldthananyoneelse,asshownintheGrandMean™Project,theworld’slargestindependentassessmentofonlinesampling.

§ SSI’ssamplingprocesseshavebeensuccessfullyauditedeveryyearsince1998byErnst&Young.TheauditsareperformedaspartoftheannualMediaRatingsCouncilauditofsyndicatedratingsproducedbyArbitronInc.andScarboroughResearch.

§ SSIadherestoESOMARstandards

§ Surveyqualitycontrolmethodsincludedigitalfingerprinting,identifying“speedsters,”“straightliners,”andrewardclaimauthentication.



Methodology(cont.)

§ Quotas:200screenedhouseholdspereachofthefiveLosAngelesCountyRegions

§ Interviewswerecompletedonlywithhouseholdswithchildrenage6-17

§ RegionsofLACountyweresetaccordingtotheirServicePlanningArea(SPA):

Region SPA

East 3,7

West 5,8(part)

Metro 4

South 6,8(part)

North 1,2

§ Originaltargetscreenedhouseholdinterviews:1000

– Actualhouseholdsscreened:1466

– Totalhouseholdswithkids6-17:600

– Totalkidsaged6to17:957

– TotalHispanichouseholdswithkids:126

– TotalHispanickidsaged6to17:211

– TotalhouseholdinterviewsinSpanish(withkids):43completes

§ Throughouttheanalysis,aweightingtechniquewasusedinorderforthedatatobetterrepresenttheLosAngelesCountyPopulationof10,069,036people(2014estimate—LosAngelesCountyDepartmentofHealth).

§ ProjectedparticipantsforeachsportwerederivedfromNielsencensusestimatesfor2016;visithttp://www.nielsen.com/content/dam/nielsen/en_us/documents/pdf/Fact%20Sheets%20II/Nielsen%20Demographic%20Data%20Overview.pdfformoreinformation.

§ NationalsportparticipationratecomparisonsaresourcedfromthePhysicalActivityCouncil,thenation’sdefinitivesourceforsportsparticipationdata.Visithttp://www.physicalactivitycouncil.com/formoreinformation.



ExecutiveSummary

PARTICIPATION

§ Outdoorsoccerhasthehighestparticipationrateamongyouthages6-17inLosAngelesCounty,with29%ofchildrenhavingplayedinthepast12months.Swimming(27%),basketball(26%),baseball(23%),andrunning(17%)follow.

§ ActiveLAcountyyouthplayedonaverage2.67sportsinthepastyear.

§ Withanaverageof90timesperyear,skateboardinghasthehighest“playfrequency”ofallsportsamongkidsaged6-17,followedbytacklefootball(60timesperyear),cycling(59),basketball(55),andrunning(54).

§ Inaggregate,LAcountyyouthplayedsportsatanaverageof114timesoverthepastyear.

§ 18.5%ofLAcountyyouthdidnotparticipateinasportinthelastyear.Lackofinterestwasthemost-citedreason.Youngerchildrenages6-8andfemalesweresignificantlymorelikelytobeinactive.Householdswithinactivechildrenweremorelikelytohaveadultswithoccasionalornophysicalactivity.Additionally,householdswithparentsreceivinghigherincomesweremorelikelytohaveplayedasport,aswellaskidswhoareenrolledinP.E.classes.Whitechildrenwerealsomorelikelytohaveplayedasportinthepastyearwhencomparingrace/ethnicitybreakouts.

§ 65%ofLAcountyyouthwouldliketoplayasportinthenextyear;socceristhemostdesiredsporttoplayinthenextyearfollowedbyfootball,basketball,baseball,andtennis.

P.E.ENROLLMENT

§ 85%ofLAcountyyouthareenrolledinaP.E./physicalactivityclass;thoseaged9-14aremorelikelytobeenrolledcomparedtoyounger(6-8years)andolder(15-17years)children.

§ WhencomparingP.E.enrollmentbyrace/ethnicity,blackandAfrican-AmericanchildreninLAcountyaremorelikelytobeinaP.E.class(94%),withwhiteyouth(82%)aretheleastlikelycomparedtootherrace/ethnicgroups.

§ ForthoseenrolledinaP.E.orphysicalactivityclass,69%haveclassmorethanonceaweek;comparisonsbyhouseholdregionshowthoselivingintheNortharemorelikelytohavemorethanoneP.E.classaweek(80%),whilethoseresidingintheMetroregionaremorelikelytohaveonlyoneP.E.classaweek(56%).

SPECIALNEEDSSTATUS

§ 10%ofhouseholdsinLAcountyreporthavingaspecialneedschild.HouseholdsintheSouthandmetroregionshaveslightlyhigherlevelsofhouseholdswithaspecialneedschildcomparedtotheotherregions.



§ Ofhouseholdswithspecialneedschildren,31%statetheirchildsuffersfromaphysicaldisability,42%intellectual/emotionaldisability,and27%reportachildwithbothaphysicalandintellectual/emotionaldisabilities.

HOUSEHOLDADULTPHYSICALFITNESSSTATUS

§ 50%ofhouseholdswithchildrenages6-17inLAcountyhaveadultswhoregularlyparticipateinphysicalactivity/sports;39.6%occasionallyparticipateand10.4%areinactive.

§ Accountingforhouseholdadultphysicalfitnessstatusbyrace/ethnicity,whitehouseholdsaremorelikelytobemoreactivewith57%regularlytakingpartinsportsorphysicalactivity;thisiscomparedtoHispanics(47%),Black/African-American(39%),andAsian(35%).Thosefallingintothe“other”race/ethnicitycategoryhave53%ofhouseholdswithadultsengaginginregularlyphysicalactivity.

§ HouseholdsintheSouthregionaremorelikelytoholdadultswhoregularlyparticipateat60%,anoticeableleadoverMetro(56%),West(53%),East(45%),andNorth(45%).

§ Householdswithadultseitheroccasionallyparticipatingornotparticipatingatallinphysicalactivitiesweremorelikelytohavechildrenthatdidnotplayasportinthepastyear.

MEDIA

§ YouTubeisthesocialmediaplatformmostoftenusedbyLAcountyyouth,withnearlyhalf(48%)usingitregularly—followedbyFacebook(37%),Instagram(32%),Snapchat(25%)andTwitter(24%).

§ Amongwebsites&publications,ESPNhasthehighestpercentageofregularusageat29%,withFoxSportssecond-mostat20%.



SportsParticipationTrendsParticipationRatevs.ParticipationFrequency

Participationrateisameasureofthepercentageofacertaingrouptakingpartinthatactivityoverthelast12months,whileparticipationfrequencyistheaveragenumberofplayoccasions(timestheactivitywasparticipatedin)peryear.Forexample,theparticipationrateofbasketballinLAcountyamongyouths6-17yearsoldis26%whiletheaverageparticipationfrequencyis55;thismeans26%ofallyouthaged6-17playedbasketballatleastonce,andofthese26%ofyouththeaveragetimesbasketballisplayedperyearis55.

• OutdoorsocceristhemostplayedsportamongLAcountyyouth—29%ofallchildrenparticipatedinthepast12months.

• 18.5%ofLAcountyyouthdidnotplayasportinthepastyear.

• Mostcommonsportsspecifiedwhenanswering“Other”include:

• Gymnastics:1.3%

• Dance:1.1%

• Karate:1.1%

• Taekwondo:0.5%

• Golf:0.4%

• Skiing:0.4%

29% 27%

26% 23%

16% 11% 10%

10% 9% 8% 8%

8% 7% 7%

5% 4%

4% 3% 3% 3%

1% 19%

15% 13%

19% 14%

20% 8%

5% 5%

7% 6%

26% 4%

3% 2%

4% 1% 1%

4% 1%

1%

19%

0% 5% 10% 15% 20% 25% 30% 35% Soccer(outdoor)

SwimmingBasketballBaseballRunningTennis

Volleyball(court)Track&Field

SkateboardingFootball(tackle)

CyclingFootball(flag)

Softball(slow-pitch)Softball(fast-pitch)

Soccer(indoor)Volleyball(sand/beach)

SurfingSnowboarding

WrestlingWaterPolo

RugbyDidnotplay

Youth(Ages6-17)SportsParticipationRate- LACounty&National(ofthoseplaying)

LACounty National

*Inactivityadjustedfornationallevels(ages6-17)



• Roughly82%ofLAcountyyouthplayedatleastonesportinthepast12months,with89%ofmalesand73%offemalesconsideredactivesportparticipants.

• OfLAcountyyouthsportparticipants,37%playedtwotothreesportsinthepastyear.

82% 89%

73% 72%

85% 87%

85% 89%

87% 90%

65% 86%

79%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

TotalMale

Female6~89~1112~1415~17

Male6~11Male12~14Male15~17Female6~11Female12~14Female15~17

ActiveLACountyYouthParticipationRate(thoseplayingatleastonesport)

19% 11% 27% 28%

15% 13% 15% 11% 13% 10% 35%

14% 21%

19% 19%

19% 19%

16% 21% 21% 17% 17% 24%

18%

25% 17%

37% 40%

33% 29% 43% 39% 38%

42% 38% 38% 28%

40% 39%

15% 17% 13% 15% 16% 14% 16% 18% 17% 15%

12% 11% 18% 10% 12% 7% 9% 10% 12% 9% 11% 15% 13% 7% 10% 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Total Male Female 6~8 9~11 12~14 15~17 Male6~11

Male12~14

Male15~17

Female6~11

Female12~14

Female15~17

NumberofSportsPlayedbyLACountyYouth

Sixormoresports

Fourtofivesports

Twotothreesports

Onesport

None

*Breakoutsbyage/genderrequiredmergingagegroupsintolargerranges



• LAcountyyouthoverthepastyearplayedanaverageof2.67sports.

ParticipationFrequency(DaysPerYear)

• SkateboardingisthesportwiththehighestaverageparticipationfrequencyperyearinLAcountyamongyouthat90timesevery12months,significantlyhigherthananyothersport.

2.673.03

2.262.35

2.812.88

2.693.01

3.172.94

2.042.61

2.35

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

TotalMale

Female6~89~11

12~1415~17

Male6~11Male12~14Male15~17Female6~11Female12~14Female15~17

AverageNumberofSportsPlayedbyLACountyYouth

9060

595554

5249

474444

42363534

3220

1818

1616

9

0 20 40 60 80 100

SkateboardingFootball(tackle)

CyclingBasketballRunning

Soccer(outdoor)Softball(slow-pitch)

Football(flag)Baseball

SwimmingSoftball(fast-pitch)

WrestlingTrack&Field

TennisVolleyball(court)

Volleyball(sand/beach)Soccer(indoor)

SurfingWaterPolo

SnowboardingRugby

YouthSportsParticipationAverageDaysPlayedPerYear(amongthoseparticipating)



• Onaverage,LAcountyyouthparticipatedinsports114timesoverthelastyear.Asageincreases,averageparticipationfrequencyrisesaswell.

FutureSportsParticipationInterest

114

121

105

96

114

118

132

117

124

128

89

112

137

- 20 40 60 80 100 120 140 160

Total

Male

Female

6~8

9~11

12~14

15~17

Male6~11

Male12~14

Male15~17

Female6~11

Female12~14

Female15~17

YouthAverageSportParticipationFrequency(numberoftimessportsplayedperyear)

65% 67% 62% 67% 67% 69% 56%

35% 33% 38% 33% 33% 31% 44%

0%

20%

40%

60%

80%

100%

Allyouth Male Female 6~8 9~11 12~14 15~17

"Arethereanysportsyourchildwouldliketoplayinthenext12months?”Yes No



• 65%ofLAcountyyouthwouldliketoplayasportinthenext12months

• SoccerisoverwhelminglythemostdesiredsporttoplayinthenextyearamongLAcountyyouth,followedbyfootball,basketball,baseball,andtennis.

FutureSportParticipationInterest:LatentDemandTable

Thefollowingtablewasmadebycomparingactivesportparticipantsbytheopen-endedresponsesprovidedwhenasked“Whatsportswouldyouliketoplay?”Responseswerecodedincategoriesofsports.Foranexampleofreadingthistable,considerthefirstcell;thisshouldbeinterpretedas53%ofoutdoorsoccerplayerswhoanswered“yes”(tointerestinsportsparticipationnextyear)specifiedbaseballasadesiredsport.

Resultsshouldnotbeinterpretedasameasureoflatentdemandasthisquestionwasnotrequiredtobeansweredbyparticipants.

SportsInterestedinPlayingintheNextYear Baseball Basketball Football Soccer Softball Swimming Tennis Volleyball Rugby Cycling Running Soccer(outdoor) 53% 34% 54% 45% 32% 31% 54% 44% 69% 50% 30% Basketball 40% 69% 54% 25% 29% 27% 43% 50% 48% 50% 29% Swimming 33% 29% 42% 26% 25% 49% 53% 33% 83% 50% 48% Baseball 61% 43% 52% 28% 6% 29% 23% 12% 59% 50% 11% Running 9% 17% 22% 20% 8% 26% 21% 44% 48% 33% 65% Tennis 12% 9% 8% 9% 28% 15% 42% 9% 48% 18% 7% Volleyball(court) 4% 10% 4% 9% 6% 12% 19% 41% 31% - 35% Skateboarding 18% 20% 20% 9% 6% 10% 3% 7% 24% - -Track&Field 8% 6% 18% 12% 10% 9% 5% 7% 17% - 31% Cycling 11% 7% 8% 8% 12% 36% 7% 17% 42% 68% 6% Football(tackle) 11% 5% 33% 2% - 8% 5% 1% 24% 15% 11% Softball(slowpitch) 10% 7% 9% 8% 16% 16% 6% 12% - - 12% Football(flag) 19% 12% 22% 10% 4% 8% 4% - 52% - 12% Softball(fastpitch) 2% 7% 4% 12% 36% 3% 8% 12% 17% - -Volleyball(sand/beach) 4% 2% 4% 3% 12% 3% 16% - 31% 33% -

Soccer(indoor) 3% 2% 6% 4% 8% 3% 6% 13% 10% - 5%

22% 12%

11% 11%

10% 7%

6% 5%

3%

0% 5% 10% 15% 20% 25%

Soccer

Football

Basketball

Baseball

Tennis

Volleyball

Swimming

Softball

Track&Field

"Whatsportswouldtheyliketoplay?"

SportsPlayedinth

ePa

stYea

r



Inactivity*AmongLACountyYouth(*Inactive=notparticipatinginanyofthelistedsportsorspecifiedan“other”sport.)

ReasonsforInactivity

Forthosenotplayingasport,anopen-endedquestionwasasked:“Whydidn’tyouparticipateinanysportsinthepast12months?”Theresponseswerecodedintoseveralcategories,shownbelowbythepercentageofthosenotplaying.

• Forthosenotplayingsportsintheprevious12months,agenerallackofinterestwasmost-oftencited(39%).Adislikeofsportswasthenext-highestreasonstatedfornon-participation(16%).

Inactives:Profile

39% 16%

12% 6% 5% 5% 5% 5% 4% 3% 3% 3%

0% 10% 20% 30% 40% 50%

Notinterested

Doesn'tlikesports

Tooyoung

Toobusystudying

Other

Badexperience/Didn'twanttoplay…

Othernon-sportinterests

Didn'tsignupintime

Cost/Finances

Work

Healthproblems

Sportsnotavailable/offeredatschool

ReasonsforNotParticipatinginSportsinPastYearAmongLACountyYouth

19% 11%

27% 28%

15% 14%

15%

0% 5% 10% 15% 20% 25% 30%

Total

Male

Female

6~8

9~11

12~14

15~17

LACountyYouthNon-ParticipationRatesbyGender,Age



• Aclearcorrelationexistsbetweenhouseholdswithachildnotparticipatinginsportsinthelastyearandparentincome.

• LAcountyyouthwithactiveparentsarelesslikelytohavenotplayedsports,similarlyasthosetakingP.E.classes.

11%

22%

29%

20% 16%

0%

10%

20%

30%

40%

White Hispanic Black Asian Other

LACountyYouthNon-ParticipationRatesbyRace/Ethnicity

25%

18%

19%

17%

16%

0% 5% 10% 15% 20% 25% 30%

North

South

East

West

Metro

LACountyYouthNon-ParticipationRatesbyRegion

22%

8%

4%

0% 5% 10% 15% 20% 25%

<$50k

$50~99k

$100k+

LACountyYouthNon-ParticipationRatesbyHouseholdIncome

33%

16%

17%

21%

0% 10% 20% 30% 40%

NoPE

PE

ActiveParents

Occ/NonParents

LACountyYouthNon-ParticipationRatesbyP.E.ClassEnrollmentStatus,PhysicalActivityofHouseholdAdults



SportsParticipationRates&ProfilesReadingtheSportProfiles

Eachsportishighlightedintotwosections:participationrates/projections&profiles.Theprofilesectionprovidesabreakoutasapercentageoftotalparticipationwithinthesport.Forinstance,thebaseballincomeprofileshowshouseholdsover$100Kat40%;thisindicatesthat40%ofhouseholdswithabaseballplayerbetween6-17yearsoldmakeover$100k.Theindicesineachprofilecompareparticipationrate(%ofatotalgroup)withtheLAcountyyouthpopulationtomeasuretherelativelikelihoodofasportparticipantbeingamemberofthatdemographic.

BASEBALL

Total Male Female Ages

6~8 Ages 9~11

Ages 12~14

Ages 15~17

LAParticipationRate(%) 23.2% 37.5% 9.8% 18.5% 29.9% 23.8% 23.7% NationalParticipationRate(%) 13.7% 21.9% 4.3% 17.3% 16.4% 13.4% 10.9% AveragePlayFrequency(peryear) 44.5 48.8 28.2 27.1 57.1 45.9 44.6

ProjectedNumberofPlayers(byRegion) North South East West Metro Total ParticipationRate(%) 15.4% 26.6% 24.3% 19.7% 39.5% 23.2% xAge6-17Population 398,601 308,547 492,268 175,242 141,409 1,516,067 =ProjectedPlayers* 61,463 82,130 119,392 34,507 55,876 352,144

Casual/Pick-up,34%

Organized(school),31%

Organized(outsideofschool),34%

Other,1% TypeofBaseballPlayedAmongLA

CountyYouth

Publicfacility(park,

pool,field,court),52%

School,33%

College/University,3%

Private/Commercialfacility,7%

Privatenon-profit,4% Other,1%

WhereBaseballisPlayedAmongLACountyYouth

*Roundingmaycausedifferencesinprojectedplayerswhencomparingaggregatedregiontotalstototalparticipationrateand6-17population



SportProfile:BASEBALL

Profile Index Male 146 Female 46 Ages6~8 87 Ages9~11 123 Ages12~14 95 Ages15~17 95 White 105 Hispanic/Latino 116 Black/African-American 42 Asian/PacificIslander 62 <$50K 60 $50k~99k 115 $100k+ 126

Male,79%

Female,21%

Gender

6~8, 25%

9~11,32%12~14,21%

15~17,23%

Age

White,34%

Hispanic/Latino,56%

Black/African-American,5%

Asian/PacificIslander,4%Other,2%

Ethnicity

<$50k,20%

$50k~99k,40%

$100k+,40%

Income

Playersofthissportarerelativelymorelikelytobe:

• Male• Ages9to11• Hispanic/Latino• Moreaffluent

Howtoreadthistable: • Anindexof110meansplayersofthissportare

10%MORElikelytofallintothatgroup• Anindexof90meansplayersofthissportare

10%LESSlikelytofallintothatgroup



BASKETBALL


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Publicfacility(park,pool,field,court),

31%

School,52%




WhereBasketballisPlayedAmongLACountyYouth

Casual/Pick-up,33%



Other,1%

TypeofBasketballPlayedAmongLACountyYouth




SportProfile:BASKETBALL


Male, 71%

Female,30%

Gender

6~8, 19%

9~11,28%

12~14, 25%

15~17,27%

Age

White,33%

Hispanic/Latino,43%



Ethnicity

<$50k,28%

$50k~99k,38%

$100k+,33%

Income


• Male• Ages15to17• Black/African-American• Parentincomebetween$50to$99k






SOFTBALL(SLOW-PITCH)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,28%



Other,2%

TypeofSoftball(Slow-Pitch)PlayedAmongLACountyYouth


43%School,40%




WhereSoftball(slow-pitch)isPlayedAmongLACountyYouth




SportProfile:SOFTBALL(SOFT-PITCH)


Male, 39%

Female,61%

Gender

6~8, 29%

9~11,32%

12~14,24%

15~17, 15%

Age

White,34%

Hispanic/Latino,52%



Ethnicity

<$50k,22%

$50k~99k,44%

$100k+,34%

Income


• Female• Ages9to11• Hispanic/Latino• Parentincomebetween$50to$99k






SOFTBALL(FAST-PITCH)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,29%



Other,1%

TypeofSoftball(Fast-Pitch)PlayedAmongLACountyYouth


58%

School,28%




WhereSoftball(fast-pitch)isPlayedAmongLACountyYouth




SportProfile:SOFTBALL(FAST-PITCH)


Male, 40%

Female,60%

Gender

6~8, 22%

9~11,18%

12~14, 36%

15~17,24%

Age

White,39%

Hispanic/Latino,47%


Asian/PacificIslander,1% Other,2%

Ethnicity

<$50k,21%

$50k~99k,36%

$100k+,43%

Income


• Female• Ages12to14• White• Moreaffluent






SOCCER(OUTDOOR)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,16%



Other,1%

TypeofSoccer(outdoor)PlayedAmongLACountyYouth


42%

School,36%




WhereSoccer(outdoor)isPlayedAmongLACountyYouth




SportProfile:SOCCER(OUTDOOR)


6~8, 27%

9~11,29%12~14, 23%

15~17,21%

Age

Male,62%

Female,38%

Gender

White,32%

Hispanic/Latino,57%



Ethnicity

<$50k,28%

$50k~99k,33%

$100k+,39%

Income


• Male• Ages9to11• Hispanic/Latino• Moreaffluent






SOCCER(INDOOR)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,10%



Other,2%

TypeofSoccer(indoor)PlayedAmongLACountyYouth


21%

School,43%College/University,4%


Privatenon-profit,16%

Other,3%

WhereSoccer(indoor)isPlayedAmongLACountyYouth




SportProfile:SOCCER(INDOOR)


Male, 75%

Female,25%

Gender

6~8, 33%

9~11,27%

12~14,24%

15~17, 16%

Age

White,51%Hispanic/Latino,44%



Ethnicity

<$50k,19%

$50k~99k,39%

$100k+,41%

Income


• Male• Ages6to8• White• Moreaffluent






FOOTBALL(TACKLE)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,24%



Other,1%

TypeofFootball(tackle)PlayedAmongLACountyYouth


20%

School,56%


Private/Com…

Privatenon-… Other,2%

WhereFootball(tackle)isPlayedAmongLACountyYouth




SportProfile:FOOTBALL(TACKLE)


Male, 96%

Female,4%

Gender

6~8, 17%

9~11,14%

12~14, 31%

15~17, 38%

Age

White,40%

Hispanic/Latino,38%



Ethnicity

<$50k,33%

$50k~99k,28%

$100k+,39%

Income


• Male• Ages15to17• Black/African-American• Moreaffluent






FOOTBALL(FLAG)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,16%



Other,5%

TypeofFootball(flag)PlayedAmongLACountyYouth

Publicfacility(park,pool,field,

court),28%

School,47%




WhereFootball(flag)isPlayedAmongLACountyYouth




SportProfile:FOOTBALL(FLAG)


6~8, 31%

9~11,20%12~14, 29%

15~17,20%

Age

Male, 82%

Female,18%

Gender

White,38%

Hispanic/Latino,46%



Ethnicity

<$50k,31%

$50k~99k,33%

$100k+,37%

Income








VOLLEYBALL(COURT)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,21%



Other,1%

TypeofVolleyball(court)PlayedAmongLACountyYouth


19%

School,54%




Other,1%

WhereVolleyball(court)isPlayedAmongLACountyYouth




SportProfile:VOLLEYBALL(COURT)


Male, 32%

Female,68%

Gender

6~8, 17%

9~11,28%

12~14, 31%

15~17,24%

Age

White,45%

Hispanic/Latino,35%



Ethnicity

<$50k,18%

$50k~99k,36%

$100k+,46%

Income








VOLLEYBALL(SAND/BEACH)


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,50%



Other,1%

TypeofVolleyball(sand/beach)PlayedAmongLACountyYouth

Publicfacility

(park,pool,field,court),

60%School,12%




WhereVolleyball(sand/beach)isPlayedAmongLACountyYouth




SportProfile:VOLLEYBALL(SAND/BEACH)


Male, 50% Female,50%

Gender

6~8, 24%

9~11,22%

12~14,26%

15~17, 28%

Age

White,51%

Hispanic/Latino,33%



Ethnicity

<$50k,11%

$50k~99k,46%

$100k+,44%

Income








SWIMMING


6~8 Ages 9~11

Ages 12~14

Ages 15~17

LAParticipationRate(%) 27.1% 27.4% 25.9% 30.4% 32.1% 25.4% 17.1% NationalParticipationRate(%)* 12.9% 12.5% 13.4% 11.3% 14.1% 12.4% 13.7%

AveragePlayFrequency(peryear) 43.7 35.2 52.2 44.5 35.8 44.2 56.9


Casual/Pick-up,39%



Other,3%

TypeofSwimmingAmongLACountyYouth

Publicfacility

(park,pool,field,court),

33%

School,19%




Other,7%

WhereSwimmingisAmongLACountyYouth


*Thesenationalnumbersrepresent“swimmingonateam”and“swimmingforfitness”ascategorizedonPhysicalActivityCouncilparticipationdata.Forthisstudy,wejustasked“swimming”,sothisalsoincluderecreationalswimmers.Therefore,directcomparisonsareslightlymisleading.



SportProfile:SWIMMING



Gender

6~8, 35%

9~11,30%

12~14,20%

15~17, 15%

Age

White,39%

Hispanic/Latino,40%



Ethnicity

<$50k,24%

$50k~99k,36%

$100k+,41%

Income








WATERPOLO


6~8 Ages 9~11

Ages 12~14

Ages 15~17

LAParticipationRate(%) 2.9% 4.0% 1.8% 2.1% 2.9% 2.3% 4.7% AveragePlayFrequency(peryear) 15.8 18.6 10.1 7.3 11.6 10.2 26.8


Casual/Pick-up,20%



Other,7%

TypeofWaterPoloPlayedAmongLACountyYouth


34%

School,49%


Private/Commercial…Privatenon-profit,

4%

Other,2%

WhereWaterPoloisPlayedAmongLACountyYouth


*WaterPoloisnotincludedinthePhysicalActivityCouncil’snationalstudy.



SportProfile:WATERPOLO

Profile Index Male 124 Female 72 Ages6~8 78 Ages9~11 94 Ages12~14 81 Ages15~17 150 White 157 Hispanic/Latino 81 Black/African-American 72 Asian/PacificIslander 0 <$50K 61 $50k~99k 85$100k+ 158

Male, 67%

Female,33%

Gender

6~8, 22%

9~11,24%

12~14,18%

15~17, 36%

Age

White,50%

Hispanic/Latino,39%



Ethnicity

<$50k,20%

$50k~99k,30%

$100k+,50%

Income








WRESTLING


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,36%



Other,8%

TypeofWrestlingPlayedAmongLACountyYouth



School,47%College/University,

2%



Other,16%

WhereWrestlingisPlayedAmongLACountyYouth




SportProfile:WRESTLING


Male, …

Female,27%

Gender

6~8, 14%

9~11,22%

12~14, 17%

15~17, 48%

Age

White,41%

Hispanic/Latino,51%



Ethnicity

<$50k,10%

$50k~99k,34%

$100k+,55%

Income








SURFING


6~8 Ages 9~11

Ages 12~14

Ages 15~17


PROFILE




Male,62%

Female,38%

Gender

6~8, 18%

9~11,25%

12~14,26%

15~17, 30%

Age

White,66%

Hispanic/Latino,22%



Ethnicity<$50k,3%

$50k~99k,40%

$100k+,57%

Income






**Type&LocationofParticipationwasnotaskedduetonatureofsport



SKATEBOARDING


6~8 Ages 9~11

Ages 12~14

Ages 15~17


PROFILE





Male, 78%

Female,22%

Gender

6~8, 25%

9~11,24%12~14,21%

15~17, 31%

Age

White,28%

Hispanic/Latino,52%


Asian/PacificIslander,3%

Other,3%

Ethnicity

<$50k,26%

$50k~99k,32%

$100k+,42%

Income








SNOWBOARDING


6~8 Ages 9~11

Ages 12~14

Ages 15~17


PROFILE






Gender

6~8, 14%

9~11,16%

12~14, 42%

15~17, 28%

Age

White,48%

Hispanic/Latino,30%



Other,10%

Ethnicity<$50k,1%

$50k~99k,30%

$100k+,69%

Income








TENNIS


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,42%



TypeofTennisPlayedAmongLACountyYouth


32%

School,31%




WhereTennisisPlayedAmongLACountyYouth




SportProfile:TENNIS


Male, 43%

Female,57%

Gender

6~8, 31%

9~11,26%

12~14, 25%

15~17, 19%

Age

White,43%

Hispanic/Latino,41%


Asian/PacificIslander,9% Other,3%Ethnicity

<$50k,12%

$50k~99k,33%$100k+,56%

Income


• Female• Ages12to14• Asian/PacificIslander• Moreaffluent






TRACK&FIELD


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,17%



Other,1%

TypeofTrack&FieldPlayedAmongLACountyYouth


13%

School,69%


Private/Commercial…


WhereTrack&FieldisPlayedAmongLACountyYouth




SportProfile:TRACK&FIELD



Gender

6~8, 15%

9~11,25%

12~14, 32%

15~17, 28%

Age

White,28%

Hispanic/Latino,47%



Ethnicity

<$50k,31%

$50k~99k,33%

$100k+,37%

Income








RUNNING


6~8 Ages 9~11

Ages 12~14

Ages 15~17



Casual/Pick-up,42%



Other,2%

TypeofRunningPlayedAmongLACountyYouth


34%

School,46%




WhereRunningisPlayedAmongLACountyYouth




SportProfile:RUNNING



Gender

6~8, 27%

9~11,27%12~14,20%

15~17,26%

Age

White,36%

Hispanic/Latino,40%



Ethnicity

<$50k,37%

$50k~99k,29%

$100k+,34%

Income


• Female• Ages15to17• Asian/PacificIslander• Parentincomebelow$50k






CYCLING


6~8 Ages 9~11

Ages 12~14

Ages 15~17

LAParticipationRate(%) 8.2% 10.2% 6.0% 6.8% 9.6% 10.1% 6.4% NationalParticipationRate(%)* 25.5% 29.0% 21.7% 25.0% 30.3% 26.1% 18.8% AveragePlayFrequency(peryear) 58.6 51.6 69.1 77.0 64.6 50.7 31.2


Casual/Pick-up,60%Organized

(school),12%


Other,7%

TypeofCyclingPlayedAmongLACountyYouth



School,5%




Other,18%

WhereCyclingisPlayedAmongLACountyYouth


*Nationalparticipationmeasuresroad,mountain,andBMXbiking.



SportProfile:CYCLING


Male, 61%

Female,39%

Gender

6~8, 27%

9~11,30%

12~14,26%

15~17,18%

Age

White,57%Hispanic/Latino,25%



Ethnicity

<$50k,21%

$50k~99k,37%

$100k+,42%

Income








RUGBY


6~8 Ages 9~11

Ages 12~14

Ages 15~17


ProjectedNumberofPlayers(byRegion) North South East West Metro Total ParticipationRate(%) 0.0% 0.8% 0.6% 1.9% 3.7% 0.9% xAge6-17Population 398,601 308,547 492,268 175,242 141,409 1,516,067 =ProjectedPlayers* 0 2,535 2,786 3,377 5,289 13,592

Casual/Pick-up,21%



Other,6%

TypeofRugbyPlayedAmongLACountyYouth

Publicfacility(park,pool,field,

court),43%

School,15%



Privatenon-profit

,0%

WhereRugbyisPlayedAmongLACountyYouth




SportProfile:RUGBY


Male, 59%

Female,41%

Gender

6~8, 17%

9~11,4%

12~14, 37%

15~17, 42%

Age

White,64%

Hispanic/Latino,28%


Asian/PacificIslander,0% Other,5%Ethnicity

<$50k,4%

$50k~99k,59%

$100k+,37%

Income


• Male• Ages15to17• White• Parentwithincomebetween$50k

and$99k






Media

48% 37% 32% 25% 24%

4%

26%

20% 21% 22% 18%

4%

22% 40% 41% 46% 52%

59%

4% 4% 5% 7% 7%

33%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Youtube Facebook Instagram Snapchat Twitter Other

FrequencyofSocialMediaUsageAmongLACountyYouth

Don'tknow/Notsure

Never

Occasionally

Regularly

29% 20% 18% 17% 17% 15% 14% 14%

2%

21% 25%

24% 23% 22% 24% 22% 25%

2%

45% 49%

49% 53% 52% 51% 54% 53%

60%

6% 5% 9% 7%

10% 11% 10% 9%

36%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ESPN(website/magazine)FoxSports.com

ProleaguewebsiteSportsIllustrated(website/magazine)

GeneralnewspublicationsIndividualathletewebsite

Associationwebsite/magazineNBCSports.com

Other

FrequencyofWebsite/PublicationUsageAmongLACountyYouth

Regularly Occasionally Never Don'tknow/Notsure



P.E./PhysicalActivityClasses

85% 86% 84% 78% 89% 93%

83%

11% 11% 11% 15% 8% 7%

15% 3% 2% 5% 7% 3% 1% 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%


LACountyYouthP.E.EnrollmentStatus(Age&Gender)

NotsureNoYes

82%

89%

94%

76%

79%

15%

7%

6%

18%

21%

2%

4%

6%

0% 20% 40% 60% 80% 100%

White

Hispanic/Latino

Black/African-American

Asian/PacificIslander

Other

LACountyYouthP.E.EnrollmentStatus(Race/Ethnicity)Yes No Notsure

85% 87% 85%

8% 11% 14% 8% 2% 1%

0%

50%

100%

<$50k $50~99k $100k+

LACountyYouthP.E.EnrollementStatus(HouseholdIncome)

Notsure

No

Yes



83% 91% 82% 85% 90%

15% 8% 11% 13% 8% 2% 1% 7% 2%

0%

50%

100%

North South East West Metro

LACountyYouthP.E.EnrollmentStatus(Region)

31% 34% 27% 46%

32% 20% 23%

69% 66% 73% 54%

68% 80% 77%

0%

20%

40%

60%

80%

100%


FrequencyofP.E.ClassAmongLACountyYouth(thoseenrolled)Onceaweek Morethanonceaweek

39%

26%

29%

26%

5%

61%

74%

71%

74%

95%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

White

Hispanic/Latino



Other

LACountyFrequencyofP.E.ClassbyRace/Ethnicity(thoseenrolled)

Onceaweek Morethanonceaweek



27% 32% 33%

73% 68% 67%

0%

20%

40%

60%

80%

100%

<$50k $50~99k $100k+

FrequencyofP.E.ClassbyHouseholdIncomeOnceaweek Morethanonceaweek

20% 30% 27% 38% 56%

80% 70% 73% 62% 44%

0%

20%

40%

60%

80%

100%


FrequencyofP.E.ClassbyRegion(thoseenrolled)Onceaweek Morethanonceaweek



SpecialNeedsChildren

10% 12% 7% 6% 12% 9% 11%

90% 88% 93% 94% 88% 91% 89%

0%

20%

40%

60%

80%

100%


"Isyourchildconsideredaspecialneedsstudent?"Yes No

16%

6%

2%

4%

0%

85%

94%

98%

97%

100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

White

Hispanic/Latino



Other

"Isyourchildconsideredaspecialneedsstudent?"(byRace/Ethnicity)

Yes No

10% 6% 14%

91% 94% 86%

0%

100%

<$50k $50~99k $100k+

"Isyourchildconsideredaspecialneedsstudent?"(byHouseholdIncome)

Yes No



31% 32% 27%

61%

28% 17% 25%

42% 44% 39%

36%

45%

33%

50%

27% 24% 34%

3%

27%

50%

25%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%


TypeofDisability/DisabilitiesAmongLACountyYouth(thosewithdisabilities)

Physical Intellectual/emotional Both

18% 33%

10%

56% 46%

66% 57%

20%

11% 14%

16% 10%

70%

33% 40%

0%

20%

40%

60%

80%

100%


TypeofDisability/DisabilitiesAmongLACountyYouth(thosewithdisabilities)byRegion

Physical Intellectual/emotional Both



HouseholdAdults:PhysicalFitnessStatus

• Householdswithadultseitheroccasionallyparticipatingornotparticipatingatallinphysicalactivitiesweremorelikelytohavechildrenthatdidnotplayasportinthepastyear.

50% 53% 46% 57%

47% 39% 34%

53% 45%

60% 45%

53% 56%

40% 40% 39%

36% 41%

50% 40%

47% 45%

30%

40% 39%

43%

10% 7% 14% 7% 11% 11% 25%

0% 10% 10% 15% 8% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female White Hispanic Black Asian Other North South East West Metro

Howoftendotheadultsinthehouseparticipateinphysicalactivity/sports?

Regularly Occasionally Never



YouthProfile


Gender

6~8, 29%

9~11,26%12~14,22%

15~17,24%

Age

White,32%

Hispanic,49%



Other,1%

Race/Ethnicity

North,26%

South,20%

East, 31%

West, 13%

Metro,11%

Region

<$50k,33%

$50-99k,35%

$100k+,32%

HouseholdIncome

AverageAge:11years’old



52% 57% 48% 58%

48% 43% 52% 42%

0%

50%

100%

6~8 9~11 12~14 15~17

Age(byGender)Male Female

54% 57% 53%

46% 43% 47%

0%

20%

40%

60%

80%

100%

<$50k $50~99k $100k+

HouseholdIncome(byGender)Male Female



Respondent(Adult)Profile


Gender

24orunder,7%

25~34, 35%

35~44, 37%

45~54, 18%

55~64, 3% 65+, 0%

Parent(Respondent)Age

White,32%

Hispanic,49%



Race/Ethnicity

30%

24%

17%

14%

8%

4%

3%

0%

0% 5% 10% 15% 20% 25% 30% 35%

Bachelor'sdegree

Somecollege,nodegree

Post-Graduatedegree(MA,MS,MBA,MD,JD,PhD)

Highschoolgraduate

Associatedegree-occupational/vocational…

Associatedegree- academicprogram

Somehighschool

Gradeschoolorless

EducationLevelofParent

9%

10%

14%

18%

18%

21%

6%

4%

0% 5% 10% 15% 20% 25%

Lessthan$25,000

$25,000~$34,999

$35,000~$49,999

$50,000~$74,999

$75,000~$99,999

$100,000~$149,999

$150,000~$199,999

$200,000ormore

Income

59%ofhouseholdsrepresentedcontainedatleastoneparentattainingaminimumofanassociate’sdegree.

Averagehouseholdincome:$83,702



AverageIncomePerRegion:

• North:$77,887.76

• South:$81,564.17

• East:$72,144.07

• West:$102,789.26

• Metro:$111,620.37

32% 42% 44% 21% 7%

42% 26% 33%

41% 37%

27% 32% 24% 38%

56%

0%

20%

40%

60%

80%

100%


Parent(Respondent)IncomebyRegion

$100k+

$50-99k

<$50k



Using Sports Marketing Surveys Data:

Disclaimer: While proper due care and diligence has been taken in the preparation of this document, Sports Marketing Surveys cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.

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AboutSportsMarketingSurveys:Since1985,SportsMarketingSurveyshadledthewayinbeingtheinformed,experiencedanduniquelypositionedsourcetoassistwithanycustomresearchprojects.Weunderstandthepressuresandconstraintsbeingputonyourbudgetsandwecandesignamethodologythatgetsyoutheanswersyouneed,atacostthatyourbudgetscanlivewith.Whetherit’sadealerstudytogetsomefeedbackfromyourretailpartnersoraninternetbasedconsumerstudytomeasurethestrengthofyourbrandamongthechangingAmericanconsumer,SportsMarketingSurveysconductsquantitativeandqualitativemarketingresearchandinformationformanyoftheleadingmanufacturersandorganizationsthroughouttheindustry.

AboutLA84Foundation:Asalegacyofthe1984OlympicGames,theLA84Foundationcontinuestobeanationallyrecognizedleaderinsupportofyouthsportprogramsandelevatingtheimportanceofsportsinpositiveyouthdevelopment.LA84seekstoprovideanopportunityforeverychildtoparticipateinsportsandexperiencethewiderangeofpositiveoutcomesassociatedwithyouthsportparticipation.Sinceitslaunchin1985,LA84hasinvestedmillionsinthecommunitiesthatsupportedtheGames,reachingmorethan3millionyouththroughoutSouthernCalifornia,fromSantaBarbaratoSanDiegoCounty.TheLA84Foundationcontinuestopromotethespiritofthe1984OlympicGamesbyconveningandengaginglocal,nationalandinternationalaudiencesabouttheroleofsportinsociety,andtheimpactoftheOlympicGamesonhostcities,especiallyaswelookaheadtothe2024Games.LA84’sheadquartersislocatedinthehistoricBrittHouseneardowntownLosAngeles,whereithousesmeetingfacilitiesandtheworld’spremiersportslibrary.Formoreinformation,pleasevisitwww.la84.org.

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