“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.

“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.

“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.

“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.

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.