2010 Tennis Participation Survey

1. Conducted for: 2010 Tennis Participation Survey Conducted by: December 2010

2. 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.

3. 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

4. Key Findings

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. Demographics of participation • 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). • Age: Down in all age groups • NOTE: Among young people age 12-24, participation in 2010 remains higher than any past year except 2009.

14. A world in flux DJIA average year-over year change 10% DJIA average year-over-year change 18% +12% -8% +7% +4% +5% -2% -2% Average year-over-year change 9% Average year-over-year change 3% Total Participation: Played tennis at least once in past year

15. 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 +11% +3% +6% Total Participation: Played tennis at least once in past year