TORONTO, June 10, 2014 /CNW/ - 84% of Canadian youth in the 3-17 age
range participate in sports of some kind and 60% do it on an organized
basis according to the Canadian Youth Sports Report being released today.
The levels of competition on the fields, the dojos, the gyms and in the
arenas have never been more intense - and so is the competition among
sports and activities themselves for the ever-limited time - and money
- of Canadian families.
Canadian Youth Sports Report is the most comprehensive study ever undertaken on the challenges and
opportunities facing Canadian kids and their families when it comes to
the sports they play. This landmark study by Toronto's Solutions Research Group is a deep dive into 44 sports and physical activities that Canadian kids
love, based on interviews with 2,371 families. Youth sports represent a
$5.7 billion market with families spending nearly $1,000 annually per
child on sports.
OF 44 SPORTS IN THE STUDY, HOCKEY WAS THE 2nd MOST EXPENSIVE
The study found big differences in participation cost - ranging from
about $200 to over $2,000 per year, per child. Popular sports such as
basketball, volleyball and soccer cost 25% to 50% less than the
average, while hockey came in as the second most expensive of all 44
sports studied. The top three most expensive sports to participate for
youth were Water Skiing, Hockey and Equestrian.
TOP ORGANIZED SPORTS FOR YOUTH WERE SWIMMING AND SOCCER
Over 1.1 million Canadian kids and youth (19% of all 3-17 year olds) are
currently in swimming lessons, instruction or competition.
Soccer was next, with over three-quarters of a million current organized
participants in the 3-17 age group, making it the top team sport in Canada.
ONE-IN-FOUR GIRLS IN ORGANIZED DANCE, GYMNASTICS OR BALLET
Girls are more likely to be in individual sports, according to the
research. And, a popular physical activity like Dance is a big factor,
drawing large numbers. In fact, there are more girls in the 3-17 age
range registered in organized dance, ballet and gymnastics (24% of all
girls) in Canada than girls participating in all team sports combined (22%).
BASKETBALL IS THE 2nd MOST POPULAR TEAM SPORT AMONG NEW CANADIAN YOUTH,
NEXT TO SOCCER
New Canadian families, where the parents were born outside of Canada,
value sports too, but they also put priority on participation in music,
art, book clubs, language learning.
Fifty-five percent of new Canadian youth aged 3-17 participate in
organized sports but they are slightly less likely to be in organized
team sports (24% vs. 30% average). Top team sports for New Canadian
youth were soccer, basketball, hockey and volleyball, in that order.
With over one million immigrants settling in Canada every four years,
establishing a strong base among New Canadians is essential to the
future growth of any sport in the country.
IMAGE IS EVERYTHING
The image of each sport in the minds of parents play an important role
when deciding which activity is right for their children, especially if
parents have not been involved with the sport before.
For example, parents say sports such as soccer, basketball, volleyball
and dance have "fun" as a key attribute. Martial arts are perceived to
"build character." Hockey receives a mixed report card - on one hand
it's perceived as "highly competitive" on the other hand parents say
it's "easy to be injured participating," and that hockey "has some
pushy parents in kids leagues."
1.2 MILLION YOUTH EXPERIENCE A SPORTS-RELATED INJURY ANNUALLY
Parents worry about the level of exercise their kids are getting and
also fret about injuries. One-in-five youth (about 1.2 million) has
experienced an injury in the last year and two-in-three parents are
concerned about possibility of serious injuries in the future.
Half of boys' injuries came from soccer, hockey or football while the
top three for girls was soccer, gymnastics and dance. Top soccer
injuries tended to be ankle injuries and sprains, hockey injuries
tended to be broken bones/fractures and concussions - and there is also
a growing fear of the longer term effects of sports concussions among
About the Study: Canadian Youth Sports Report provides a comprehensive overview of 44 sports and emerging popular
physical activities for the 3-17 age group representing a population of
5.9 million, for the first time in Canada. The data comes from 2,371
thirty-minute online diary interviews with parents who had at least one
child in the 3-17 age group in the home. This landmark study was
conducted over a period of 5 weeks in November/December 2013. The
sample is nationally representative and in addition to English and
French Canada, it captures views of 440 new Canadian families,
including the fast-growing Chinese and South Asian groups.
Canadian Youth Sports Report is an independent syndicated study published by Solutions Research Group (SRG), a Toronto-based consumer research and insight consultancy with a
17-year track record.
For more information and images, go to www.srgnet.com or follow @youthsportsrept on Twitter
Image with caption: "Top 5 Image Attributes of Soccer Among Canadian Parents (CNW Group/Solutions Research Group (SRG))". Image available at: http://photos.newswire.ca/images/download/20140610_C9256_PHOTO_EN_41229.jpg
SOURCE: Solutions Research Group (SRG)
For further information:
For interview requests, contact Robin Dryburgh, email@example.com, or 416.323.1337 x 21