Wonder

Research Outline

Prepared for Kathryn H. | Delivered December 10, 2019

US Tennis Enthusiasts

Goals

To obtain the demographic and psychographic profile of a typical tennis enthusiast (defined as someone who plays 15 or more times a year) in the United States. This research would be used to craft messaging and creative executions that will truly resonate with this audience.

Early Findings

According to the recently published 2019 State of Play report, 4.3% of kids aged 6 to 12 years play tennis regularly.
The United States Tennis Association reports that overall youth participation in tennis increased to 4.64 million in 2018, representing 1.6% rise from 2017. 
Also, youth 'core players' (i.e. those who play 10 or more times year) increased by 6.7% to 2.83 million in 2018.
According to Jolyn de Boer, TIA Executive Director, "core players buy nearly 90 percent of all tennis gear."
Statista reports that over 18 million people were playing tennis in the United States as of 2016.
As of 2007, SquareHitTennis reported that out of the 11 million people who played tennis regularly in the United States, the majority (6 million) were male, while 5 million were female.