What Sports Would You Most Like to Learn?
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The document presents findings from Label Networks' North American youth culture study, highlighting the preferred sports that 13-25-year-olds wish to learn, with notable interest in action sports among females. Analytics show that a higher percentage of females express a desire to learn sports like surfing and skateboarding compared to males, despite action sports brands mostly targeting a male audience. The data also indicates varying trends in interest based on age and the emergence of new sports preferences, particularly among younger demographics.
What Sports Would You Most Like to Learn?
- 1. “What Sports Would You Most Like to Learn?” Data by Label Networks, Inc. from North American Youth Culture Study ‘09 for Action Sports Conference July 30, 2009 www.labelnetworks.com www.labelnetworks.com ©2009 Label Networks Inc.
- 2. “What Sports Would You Most Like to Learn?” Results to these charts and graphs are based on a representative sample of 6,278 13-25-year-olds take from our North American Youth Culture Study 2009, completed in May, 2009. The overall percentages are higher than 100% because respondents could name more than one sport. This question provides insight into the aspirational aspects of youth culture—whether they actually participate in these sports or not, and just want to be associated with the sports via their lifestyle influences such as fashion, watching their favorite professional athletes or events; footwear choices, and sense of identity. For the past 5 years, based on our research results, female percentages of those who want to learn action sports, namely snowboarding, skateboarding, surfing, and wakeboarding have been higher than males, indicating a strong potential marketplace. Interestingly however, most action sports brands tend to cater to the male marketplace moreso than females. Females: Surf—49.2% Skateboard—44.1% Snowboard—42.1% Wake—22.5% (Yoga, Moto, Dance—sports on the rise in terms of popularity) Males: Surf—41.9% Snowboard—32.2% Moto—26.5% Martial Arts—25.9% (Skate, Wake, BMX—sports that are popular among males after the these top 4 in terms of sports to learn. Skate has dropped whereas Wake, BMX, Moto, Martial Arts have increased among males.) www.labelnetworks.com ©2009 Label Networks Inc.
- 3. “What Sports Would You Most Like to Learn?” 50.0% Surf Lacrosse Volley ball Snowboard Yoga/Pilates Field Hockey 40.0% Skateboard Rugby Soccer Wakeboard Dance Football Motocross Skiing Run Martial Arts Tennis Basketball 30.0% BMX Golf Baseball Ice Hockey Swim Sof tball 20.0% Females: Surf—49.2% 10.0% Skateboard—44.1% Snowboard—42.1% Wake—22.5% Males: Femal e Male (Yoga, Moto, Dance) Surf—41.9% Snowboard—32.2% © Label Networks, Inc. from North American Youth Culture Study 2009 Moto—26.5% Martial Arts—25.9% (Skate, Wake, BMX) www.labelnetworks.com ©2009 Label Networks Inc.
- 4. “What Sports Would You Most Like to Learn?” Surf Lacrosse Volley ball Snowboard Yoga/Pilates Field Hockey 40.0% Skateboard Rugby Soccer Wakeboard Dance Football Motocross Skiing Run 30.0% Martial Arts Tennis Basketball BMX Golf Baseball Ice Hockey Swim Sof tball 20.0% By Age: •Surf, Snow, Skate, BMX—high across 10.0% all age groups but slightly higher among younger demos •Then Moto--higher among 13- 14 15- 17 18- 20 21- 25 younger demos indicating a new marketplace coming into this sport © Label Networks, Inc. from North American Youth Culture Study 2009 • Martial Arts older demos www.labelnetworks.com ©2009 Label Networks Inc.
- 5. Label Networks’ Reports + Global Studies Contact us for more information about our custom research services or Premium Global Youth Culture Studies, Profile Reports, visual forecasts, streetstyle trend forecasting, and presentations. Label Networks Profile Reports Include: • Digital Lifestyle • Humanitarian (Green Marketing) • Action Sports • Hispanic/Latino Profile Report • Sponsorship + Advertising Available at: Label Networks Global Youth Culture Studies Include: www.labelnetworks.com • North America • Europe (UK, France, Italy, Spain, Germany) • Japan • China www.labelnetworks.com ©2009 Label Networks Inc.