July 2014 Helping Our Kids Get Off the Sidelines 2 3 Background
CIBC, in partnership with KidSport Canada, commissioned Northstar Research Partners to conduct an extensive research survey to gain a comprehensive understanding of the organized sport participation culture in Canada.
As Lead Partner of the TORONTO 2015 Pan Am/Parapan Am Games, CIBC is committed to enriching Canadian communities through the power of sport. CIBC aims to create a lasting sport legacy in Canada. In addition to helping to build new world-class sporting venues for the TO2015 Pan Am/Parapan Am Games, CIBC officially launched CIBC Team Next, a first-of-its-kind amateur athlete funding and mentorship program last year.
On July 10, 2014, CIBC announced a new $1-million, multi-year commitment to KidSport to help remove the financial barriers that prevent Canadian children from playing sport. CIBC has supported KidSport locally in communities across Canada for many years. Now, as the Official Bank Partner of KidSport, CIBC is uniquely positioned to change the culture of sport participation by helping to fund and raise awareness for KidSport through more than 1,100 retail bank branches across Canada and the renowned volunteer spirit of its 43,000+ employees.
KidSport is a national not-for-profit organization that provides families in need assistance covering registration fees for children aged 18 and under. Through a confidential application process, grants of between $100 and $500 are provided so that kids can play a season of sport. In 2013, KidSport distributed $6 million in grants to 178 community chapters across Canada, enabling more than 57,000 kids get in the game and learn valuable life skills with participation in sport. In the last 10 years, KidSport has dispersed more than $37 million in grants to Canadian children.
3 Background 4 Objectives Understand the importance Canadians place on kids participating in organized sport Identify the key barriers to organized sport participation Identify the values Canadians place on organized sport participation Quantify kids current participation in organized sport, including type of sport Quantify desired participation in organized sport, including type of sport Understand what motivates Canadians to participate in organized sport Understand how important Canadians believe it is to create universal access to organized sport
Methodology The findings are based on a national survey of 2,010 people done online by Northstar from June 5 to 17. The margin of error which measures sampling variability is +/- 2.2 %, 19 times out of 20. The average household annual income of those surveyed is $68,000.
4 Objective - Helping Our Kids Get Off the Sidelines 5 5 For the purposes of this report, organized sport, is defined as team sports or other structured, physical recreational activities which are pre-scheduled and take place at regular intervals, and where participants pay a fee to play.
Organized sports would include activities such as participation in a hockey, soccer or baseball league, swimming or tennis lessons, participation in gymnastics or dance classes.
The definition excludes non-competitive aerobics or fitness classes, bicycling for recreation or transportation, fishing, hiking, walking, running/jogging, etc. Sports participation is defined as sports that one regularly participated in (at least once a week) during the previous 12 months. A child is defined as being between the ages of 3 and 17.
Definition of Sports Participation 6 Canadians overwhelmingly believe in the value and importance of and access to organized sport
Seven in 10 Canadians believe it is very or extremely important for children to participate in organized sport.
71% of Canadians, and 77% of parents with children 3-17, say that sports participation is integral to being Canadian.
87% of Canadians believe sports participation is an essential part of a childs physical development.
In addition to health benefits (physical fitness/exercise), Canadians also acknowledge the importance of organized sport to a childs overall well-being, with 84% and 80% saying sports participation is an essential part of a childs social and emotional development, respectively.
Further, 85% of Canadians agree sports participation builds stronger communities.
91% of Canadians believe sports participation teaches children important life skills.
89% say it is important that children have the opportunity to experience organized sport.
Key Findings 7 7 Cost is a major barrier to organized sport access
Cost was overwhelmingly identified as having the greatest potential impact on childrens participation in organized sport, far above all other factors.
One-third of children do not participate in any form of organized sport largely due to cost. Even among parents with children who do play organized sport, there is a wish for their children to participate in more sports and/or do so with greater frequency.
Fewer girls (63%) participate in organized sport than boys (68%).
25% of families with a disabled child say that child does not participate in sport.
Indeed, nine in 10 (90%) Canadians agree that organized sport participation is becoming too expensive, and 82% know a child who cannot participate in organized sports due to the cost.
Parents spend an average of almost $1,000 ($953) per child per year on organized sport a heavy burden for many Canadian families to bear.
Parents in Alberta spend the most in Canada, an average of $1,428 per child per year.
Parents in Quebec spend the least, an average of $837 per child per year.
The two major barriers to participation are enrollment fees (61%) and equipment costs (52%). Key Findings 8 8 Other Key Findings
73% of Canadians believe childrens sports have become too focused on winning.
Soccer (38%) is the most common sport currently played by children, followed by swimming (22%) and basketball (18%). The most-desired organized sports in which parents would like to their child or children to participate in include: soccer, swimming and baseball/softball/T-ball. When we compare the sports children currently play to the sports their parents want them to play, the biggest gaps were in tennis (6% vs. 17%), martial arts, such as karate or taekwondo (8% vs. 18%) and baseball (16% vs 25%).
Households in British Columbia are the most likely to have a child who participates in organized sport (72%), although the Prairie Provinces are more likely to have two or more children participating (35%).
The culture of sport is strongest in Quebec, with 73% agreeing that sport participation is very or extremely important, and 88% agreeing that it builds stronger communities.
The availability of organized sports programs and coaches/local volunteers appears to be more of an issue in Manitoba and Saskatchewan, where these are more likely to be seen as key barriers to participation.
The top benefits of sports participation vary by region: Albertans more likely to believe in the benefits related to physical exercise, team sportsmanship. Keeping kids busy and out of trouble and learning about success/failure as well as other important life lessons were among the primary benefits cited in Manitoba and Saskatchewan. Obesity prevention is slightly more important in Ontario.
Key Findings 9 CIBC KidSport Helping Our Kids Get Off the Sidelines Detailed Findings 9 10 Canadians Recognize Value of Organized Sport Importance of Canadian Children Participating in Organized Sport Base: Total sample (n=2010) Canadians recognize the importance of organized sport for children, with 69% believing it is very or extremely important for Canadian children to participate in organized sport.
The importance of organized sport participation is acknowledged by all Canadians, but particularly those with children (74%) and more specifically, those with a child who has a mental or physical disability (84%). 2% 4% 25% 39% 30% Not at all important Not very important Somewhat important Very important Extremely important Extremely/Very Important 69% 11 Playing Sports Defines Us as Canadians Sports participation is part of being Canadian In fact, sports participation is considered part of being Canadian.
71% of Canadians, and 77% of parents with children enrolled in organized sports, say that sports participation is integral to being Canadian.
4% 19% 55% 22% Strongly disagree Somewhat disagree Somewhat agree Strongly agree 77% Base: Those who have at least one child aged 3-17 enrolled in organized sports (n=1,082) Base: Total sample (n=2010) 7% 22% 52% 19% Strongly disagree Somewhat disagree Somewhat agree Strongly agree 71% 12 Sports Vital to Kids Overall Well-Being While the health and physical fitness benefits of organized sports participation are undeniable, Canadians also recognize the social and emotional benefits, with almost universal agreement that participating in sports is an essential part of a childs overall well-being and development. Sports participation is an essential part of a childs PHYSICAL development Base: Total sample (n=2010) 3% 4% 5% 10% 12% 15% 48% 51% 53% 39% 33% 27% Strongly disagree Somewhat disagree Somewhat agree Strongly agree 87% Sports participation is an essential part of a childs SOCIAL development Base: Total sample (n=2010) Sports participation is an essential part of a childs EMOTIONAL development Base: Total sample (n=2010) 84% 80% 13 Sports Builds Stronger Communities Organized sports participation is recognized for having broader community benefits, with 85% of Canadians agreeing that participating in sports helps build stronger communities. 3% 12% 59% 26% Strongly disagree Somewhat disagree Somewhat agree Strongly agree 85% Sports participation builds stronger communities Base: Total sample (n=2010) 14 Sport Teaches Kids Life Skills Organized sports participation is overwhelmingly credited with teaching children important life skills. Participation in sports teaches children important life skills Base: Total sample (n=2010) 2% 7% 53% 38% Strongly disagree Somewhat disagree Somewhat agree Strongly agree 91% 15 Playing Organized Sport is Beneficial 60% 38% 37% 35% 22% 20% 19% 10% 10% 10% 7% 6% 6% 2% Physical fitness/exercise/other health benefits Team play and sportsmanship Building confidence/self-esteem Social interactions and friendship Keeping children/youth busy and out of trouble Learning how to succeed & fail and other life sessions Obesity reduction/prevention Setting/achieving goals Teaching/developing sports skills Leadership skills Overcoming adversity Having access to mentorship/positive role models Improving academic performance Do not see any benefits for children Benefits of Organized Sport Participation for Children* Base: Total sample (n=2010) Canadians identify many benefits of organized sports participation, with physical fitness/exercise being the most widely accepted benefit. (e.g., learning coping skills, overcoming a debilitating injury, dealing with the loss of a loved one) * Those surveyed could choose up to three responses. 16 All Kids Deserve To Play 1% 3% 21% 44% 31% Not at all important Not very important Somewhat important Very important Extremely important Given the many identified benefits to organized sport participation, it is perhaps not surprising that three-quarters of Canadians believe it is very or extremely important for all children to have access to organized sport. 75% Importance of All Canadian Children Having Access to Organized Sport Base: Total sample (n=2010) 17 But Participating in Organized Sports Is Challenging Perceived Ease of Canadian Children Participating in Organized Sport Base: Total sample (n=2010)
39% say it is very or somewhat difficult for Canadian children to participate in organized sport.
5% 34% 47% 14% Very difficult Somewhat difficult Somewhat easy Very easy 39% Costs Keep Kids Out of Organized Sport 18 58% 10% 10% 6% 6% 6% 4% Cost Time commitment for parents Availability of programs Proximity and convenience of sports facility Time commitment for kids Availability of sports facilities Availability of coaches or local volunteers Factors Affecting Participation - % Ranking #1 Base: Total sample (n=2010) % Ranking 1 or 2 Base: Total sample (n=2010) 70% 33% 25% 23% 16% 17% 16% Cost is overwhelmingly selected as the factor with the greatest potential impact on childrens participation in organized sport, with 58% ranking it the No. 1. 19 Sport is Becoming Too Expensive Nine in 10 Canadians believe sports participation is becoming too expensive.
2% 8% 45% 45% Strongly disagree Somewhat disagree Somewhat agree Strongly agree 90% Unable to afford it right now.
They are too expensive and he prefers other activities.
We are a one income family, we have no money for organized sports.
Sports participation is becoming too expensive Base: Total sample (n=2010) 20 Most Canadians Know Someone Who Cant Play A vast majority of Canadians (82%) say they know a child who cannot participate in organized sport due to the financial cost. 5% 13% 40% 42% Strongly disagree Somewhat disagree Somewhat agree Strongly agree 82% I know people who cannot participate in organized sport due to the financial cost Base: Total sample (n=2010) 7% 40% 24% 14% 15% $100 or less $101-$500 $502-$1000 $1001-$2000 $2001 or more Annual Cost of Sports Now $1,000/Kid 21
Average Spend Per Child:
$953 HH Income Childs participation in sport Region <$75K $75K+ Casual Moderate Serious British Columbia Alberta Manitoba/ Saskatchewan Ontario Quebec Altantic Canada ($) Average annual spend 626 1,283 516 725 1,657 998 1,428 952 886 837 859 Annual Household Spending On Organized Sport* Base: Those who have at least one child aged 3-17 enrolled in organized sports (n=733) *Includes enrollment fees and equipment.
Parents with at least one child enrolled in organized sport estimate they spend an average of almost $1,000 per child every year. Cost is the primary barrier preventing children from participating in organized sport, specifically enrollment fees and the cost of equipment. Cost of enrollment fees Cost of equipment Child lacks interest in sports Location of programs/clubs/facilities is inconvenient Work commitments of parents/guardians The time of day/day of week of programs is inconvenient Organized sports are too competitive/too much focus on winning Lack of awareness of the programs available in the community Other family commitments of parents/guardians Limited access to good quality sports facilities Organized sports are becoming too violent Parent/guardian lacks interest in sports Parental under-involvement Poor coaching/leadership Parental over-involvement Facilities/programs are not accessible for children with disabilities 22 Barriers Keeping Kids Sidelined * Those surveyed could choose up to three responses. Barriers Preventing Child From Participating in Organized Sport* Base: Those with a child aged 3 to 17 who does not currently participate in organized sports (n=367) Where the Money Goes 23 Most of the money (70%) Canadian households spend on their childs participation in organized sport goes to enrollment/registration fees and equipment. Enrollment / Registration fees 48% Equipment / Uniforms 22% Travel 14% Private coaching 7% Team snacks 7% Other 2% Distribution of Spending Base: Those who have at least one child aged 3-17 enrolled in organized sports (n=733) Sports Kids Currently Play 24 Soccer is the most common sport played among Canadian children. That said, the sports being played differ considerably by age, gender and level of participation. Boys are more likely to play soccer, basketball, hockey and baseball while girls are more likely to participate in soccer, dance, swimming and gymnastics. 38% 22% 18% 17% 16% 15% 11% 9% 8% 7% 6% 6% 5% Soccer Swimming Basketball Hockey Baseball/Softball/T-Ball Dance Badminton Gymnastics Karate/Taekwondo/Boxing Volleyball Skating Lessons/Figure or Speed Skating Tennis Football Sports Child Currently Participates In Base: Those who have at least one child aged 3-17 enrolled in organized sports (n=733)
Male Female 43% 31% 22% 22% 22% 13% 25% 7% 19% 13% 6% 26% 12% 10% 4% 16% 9% 7% 5% 9% 4% 7% 6% 5% 8% 1% Sports Kids Play vs. What Parents Want Them to Play 25 When we compare the sports children are currently participating in to the sports parents would like to see their children participate in, we see the biggest gaps in swimming, martial arts and tennis. Sport Parents Would Like Child To Participate In Base: Those who have at least one child aged 3-17 enrolled in organized sport (n=733) 38% 22% 18% 17% 16% 15% 11% 9% 8% 7% 6% 6% 5% Sports Child Currently Participates In +/- pts. -3 +12 +2 +6 +9 +5 +5 +6 +10 +7 +6 +11 +4 Soccer Swimming Basketball Hockey Baseball/Softball/T-ball Dance Badminton Gymnastics Martial Arts (e.g., Karate/Taekwondo) Volleyball Skating (lessons, figure, speed) Tennis Football 26 Sport Too Focused on Winning Children's sports have become too focused on winning Almost three-quarters (73%) of Canadians say childrens sports have become too focused on winning.
The Connor-Davidson Resilience Scale (CD-RISC) - Testing The Invariance of A Uni-Dimensional Resilience Measure That Is Independent of Positive and Negative Affect
The Connor-Davidson Resilience Scale (CD-RISC) - Testing The Invariance of A Uni-Dimensional Resilience Measure That Is Independent of Positive and Negative Affect
