Slide 1

Report
Conducted for:
Conducted by:
December 2010
Method

Nationwide telephone survey of households
 Household members age 6+ enumerated
 Data on tennis participation collected for each person

Sample results weighted by household income, age, and geographic region
 To bring the sample demographic distributions in line with U.S. Census data on
the population.

Sample components (since 2007)
 ~5,600 landline telephone interviews
 ~400 interviews by cellphone with cellphone-only households
○ Cellphone-only (CPO) households now over 22% of all U.S. households
○ CPO households weighted to reflect their proportion of all U.S. households.

Enumerating all household members age 6+, the survey includes observations
on tennis playing (or not) for approximately 14,000 individuals.
2
Segment Definitions

Player: Played tennis at least once in the past 12 months

Infrequent player: Played tennis 1-3 times in past 12 months

Regular player: Played tennis 4-20 times in past 12 months

Frequent player: Played tennis 21 or more times in past 12 months

New player: First year person has ever played tennis

Rejoiner: Started playing tennis again in the past 12 months after
having stopped playing for at least one year

Continuing player: Has played tennis for more than one year

Total play occasions: Total number of times all types of players play
tennis in a year
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Total Participation has dipped 8% from the 2009 all time high but at
27.8 million, it’s at the second-highest mark ever!
•
In 2010 the participation rate is 9.51%, down from 10.38% in 2009.
Total Participation: Played tennis at least once in past year
5
Infrequent players have grown steadily year-over-year
since 2006, reaching just over 9.9 million in 2010.
Infrequent Players: Played tennis 1-3 times in past year
6
Regular players (4-20 times in past year) have declined
11% in 2010 but remain well above any previous year.
Regular Players: Played tennis 4-20 times in past year
7
Frequent players have declined for the second year in a
row, down 12% from 2009, to the lowest mark since
2004.
Frequent Players: Played tennis 21+ times in past year
8
Continuing players are down 7% against 2010, back to
the same 15 million level as 2008—but still significantly
higher than any year prior to 2008.
Continuing Players: Played tennis for more than one year
9
New players have dropped 8% from last year’s high
water mark—still much higher, though, than previous
years.
New Players: Played tennis for first time in past year
10
Rejoiners are down 9% against 2009 but are again still
considerably higher than previous years.
Rejoining Players: Started playing tennis again in past year after having stopped playing for at least one year
11
Total play occasions have slid for a second year in a row
(down 11% against 2010), driven by another decline in
frequent play.
Total Play Occasions: Number of times all players play tennis
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Demographics of participation

Age: Down in all age groups
 NOTE: Among young people age 12-24, participation in 2010 remains
higher than any past year except 2009.

Income: Participation dropped in three income segments:
<$50K; $50K - <$100K; $100K-<$150k
 But in the most affluent $150,000+ segment participation is actually
up 18% this year.

Ethnicity: Participation is up significantly among non-whites
(+27%); it’s down overall because it’s down 11% among whites
(the bulk of the population).
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A world in flux
DJIA average year-over year change
10%
-2%
+5%
-2%
Average year-over-year change
3%
Total Participation: Played tennis at least once in past year
DJIA average year-over-year change
18%
+4%
+7%
+12%
-8%
Average year-over-year change
9%
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Smoothing out the flux (by looking at 2-year averages in
participation) shows steady, clear growth over time.
+22% over 03/04
+18% over 05/06
+3%
Total Participation: Played tennis at least once in past year
+6%
+11%
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