Paddlesports. Kayaking Canoeing Rafting Stand up paddling. A Partnership Project of:

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1 2014 Special Report on Paddlesports Kayaking Canoeing Rafting Stand up paddling A Partnership Project of:

2 PADDLESPORTS Paddlesports A record number of Americans enjoyed paddlesports in Whether kayaking in the surf, rafting through river rapids, canoeing down a stream or stand up paddling along a placid lake, 20.8 million people 7.2 percent 8. Participation in Paddlesports All Participants, % of the U.S. population enjoyed paddlesports in On average, each paddler took almost seven trips a year, contributing to 201 million annual paddling outings. 6.8% 6.7% While paddling participation has increased since 2010, the sport has a significant outreach opportunity with minority groups. Minorities are underrepresented in each of the four paddling categories. 7.2% Participation Rate % % % 4.3% 3.5% 3.6% 3.4% 3.4% 3.5% 1.3% 1.3% 1.3% 0.4% 0.5% % 2013 Participants Paddling (Any Type) 20.8 Rafting 3.8 Canoeing 10.2 Stand Up Paddling 2.0 Kayaking (Any Type) 12.6 Annual Outings In 2013, paddling participants made 201 million annual outings in kayaks, rafts, canoes and stand up paddle boards. Paddlers made an average of 6.8 outings each, with kayakers making the most outings and rafters and stand up paddlers making the least. an average of 6.8 outings per participant 201 million annual outings The Outdoor Foundation

3 Crossover Participation Outside of their paddling pursuits, kayakers, rafters, canoers and stand up paddlers share a passion for many of the same activities. As a result, there is value in looking at their crossover participation. In general, paddlers prefer naturebased activities rather than indoor or other activities. Fitness walking is the most popular activity, followed by running, hiking, biking and camping. In terms of indoor activities, paddlers enjoy using treadmills and hand weights. PADDLESPORTS Activity Type Outdoor Indoor Other Swimming 27% Home Gym Exercise 2 Bowling 37% Weight/Resistance Machine 26% Hiking 4 Walking for Fitness 57% Stretching 24% Billiards/Pool 3 Table Tennis 2 Tennis 2 Elliptical Motion Trainer 21% Running/Jogging 41% Free Weights (Dumbells) 24% Yoga 2 Free Weights (Barbells) 2 Treadmill 31% Freshwater Fishing 36% Wildlife Viewing 24% Free Weights (Hand Weights) 31% Camping (within 1/4 Mile of Home) 37% Road/Paved Surface Bicycling 38% Activities with less than 20 percent participation are not included.

4 KAYAKING Kayaking Kayaking has steadily gained participants over recent years, making it the most popular form of paddling. While participation in the specific category of recreational kayaking increased, participation in whitewater kayaking and sea/ touring kayaking remained stagnant. Among the three categories, recreational kayaking is, by far, the most popular type of kayaking. Participation in kayaking grew the most among young adults, ages 18 to 24. From 2012 to 2013, young adult participation increased from 5.4 percent of the US popuation to 6.9 percent. 5% Participation in Kayaking All Participants % 3.9% Participation Rate 4% 3% 2% 1% 2.3% % 0.6% % 2.9% 2.8% 0.7% 0.5% % % % % 2013 Participants Kayaking (Any Type) 12.6 Sea/Tour Kayaking 2.7 Recreational Kayaking 8.7 Whitewater Kayaking 2.1 The Outdoor Foundation

5 Annual Outings In 2013, kayakers made million annual outings. For some participants, this meant getting out once a season and for others, once a month or more Times 11.8% 24+ Times 5.9% 1 Time 28.9% KAYAKING 7.8 days Kayakers made an average of 7.8 outings each in Times 8.7% 4-5 Times 15.4% 2-3 Times 29.3% Participation in Kayaking by Age Whitewater, Sea/Touring and Recreational Kayaking 8% Participation Rate 6% 4% 2% 4.3% 2.4% % % 3.4% % 5.5% 4.3% 6.2% 5.4% % 5.2% 5.2% 4.1% 4.2% % 2.6% 2.3% % 45+

6 KAYAKING Demographics Division of Kayaking Participants by Demographic Age Ethnicity 10 3% Other 8% Hispanic 28% % % Caucasian 4 Participation in Kayaking by Gender Female 49% Male 51% 6+ 18% % % 4% Asian/Pacific Islander African American % 47% 53% 55% Income Education % 41% 65% 59% 10 3% Not Specified % $100, % 32% Post- College % 56% 35% 44% % 17% 18% 8% $75,000 to $99,999 $50,000 to $74,999 $25,000 to $49,999 Less than $25,000 23% 8% 16% 1 to 3 Years College High School 1 to 3 Years High School or Less % 45% 46% 41% 51% 55% 59% 54% The Outdoor Foundation

7 Participation in Kayaking by Census Region All Americans, KAYAKING ➊ Pacific Participation Rate: 4.8% Percent of US Participants: 18.6% ➋ Mountain Participation Rate: 2.6% Percent of US Participants: 4.6% ➍ West North Central Participation Rate: 2.4% Percent of US Participants: 3.9% ➎ East North Central Participation Rate: 3.9% Percent of US Participants: 14. ➐ South Atlantic Participation Rate: 4.4% Percent of US Participants: 20.9% ➑ Middle Atlantic Participation Rate: 5.4% Percent of US Participants: 17.4% ➌ West South Central Participation Rate: 2.6% Percent of US Participants: 7.3% ➏ East South Central Participation Rate: 2.3% Percent of US Participants: 3.3% ➒ New England Participation Rate: 8.7% Percent of US Participants: 10. Participation Rate by Region looks at participation within a geographic area. It refers to the what percentage of each region s population participates. Percent of US Participants compares each region s participation to one another. It illustrates which regions have the highest participation rates within the US.

8 CANOEING Canoeing Canoeing is the second most popular type of paddling behind kayaking. Like kayaking, canoeing participation grew the most among young adults, ages 18 to 24. Interestingly, the young adult age group also has the highest female participation at 58 percent. Canoeing has the least ethnically diverse participants. More than 80 percent are Caucasian. The highest concentration of canoeing participants comes from the East North Central region, which includes the states bordering the Great Lakes. Participation in Canoeing All Participants, 6+ 12% Participation Rate 1 8% 6% 4% 2% 3.7% % % % Year The Outdoor Foundation

9 Annual Outings In 2013, canoers made 65.5 million annual outings. For some participants, this meant getting out once a season and for others, once a month or more. 6.5 days Canoers made an average of 6.5 outings each in Times 15.2% Times 10.1% 4-5 Times 13.1% 24+ Times 2.9% 2-3 Times 30.5% 1 Time 28.3% CANOEING 7% Participation in Canoeing by Age Years % Participation Rate 5% 4% 3% 2% 1% 6.3% 6.3% 6.1% % 5.4% 4.8% 5.1% 4.5% 4.7% 4.2% 4.2% 4.2% 4.2% 4.1% 3.6% % 2.4% 2.1% 2.1% 1.9% 45+

10 CANOEING Demographics Division of Canoeing Participants by Demographic Age 25% 33% 16% Ethnicity 4% 5% 82% Other Hispanic Caucasian Participation in Canoeing by Gender Female 43% Male 57% % 12% % 4% Asian/Pacific Islander African American % 47% 53% 61% Income Education % 41% 63% 59% 10 3% Not Specified 8 35% $100, % 28% Post- College % 56% 42% 44% % 19% 19% 11% $75,000 to $99,999 $50,000 to $74,999 $25,000 to $49,999 Less than $25,000 23% 11% 23% 1 to 3 Years College High School 1 to 3 Years High School or Less % 45% 36% 41% 57% 55% 59% 64% The Outdoor Foundation

11 Participation in Canoeing by Census Region All Americans, CANOEING ➊ Pacific Participation Rate: 1.9% Percent of US Participants: 8.4% ➋ Mountain Participation Rate: 1.9% Percent of US Participants: 3.9% ➍ West North Central Participation Rate: 5.4% Percent of US Participants: 10.1% ➎ East North Central Participation Rate: 5.6% Percent of US Participants: 23.9% ➐ South Atlantic Participation Rate: 3.4% Percent of US Participants: 19.1% ➑ Middle Atlantic Participation Rate: 3.2% Percent of US Participants: 11.9% ➌ West South Central Participation Rate: 2.6% Percent of US Participants: 8.8% ➏ East South Central Participation Rate: 3.4% Percent of US Participants: 5.7% ➒ New England Participation Rate: 6. Percent of US Participants: 8.1% Participation Rate by Region looks at participation within a geographic area. It refers to the what percentage of each region s population participates. Percent of US Participants compares each region s participation to one another. It illustrates which regions have the highest participation rates within the US.

12 RAFTING RAFTing Rafting, the third most popular type of paddlesport, has the most casual participants. More than 43 percent of participants only go rafting once per year. Rafting participation has remained flat over the last three years, holding steady at 1.3 percent. The sport tends to be most popular among teenagers, ages 13 to 17, and young adults ages 18 to 24. Rafting is more popular among males than females in every age group, except young adults. Participation in Rafting All Participants, 6+ 2% Participation Rate 1% 1.6% % Year 1.3% % The Outdoor Foundation

13 Annual Outings In 2013, rafting participants made 19.6 million annual outings. A large percentage of participants made only one to three outings Times Times 2.8% RAFTING 5.1 days Rafters made an average of 5.1 outings each in Times Times 12.4% 1 Time 43.4% 2-3 Times 25.4% 3% Participation in Rafting by Age Years Participation Rate 2% 1% 1.1% 1.4% 1.2% 1.3% % 1.6% 2.6% 2.5% % 2.2% 2.1% 1.9% % 1.9% 1.7% 1.5% % % 2.1% 45+

14 RAFTING Demographics Division of Rafting Participants by Demographic Age Ethnicity 10 5% Other 7% Hispanic 8 36% Participation in Rafting by Gender Female 43% Male 57% 4 33% % Caucasian % 1 9% % 7% Asian/Pacific Islander African American % 47% 53% 51% Income Education % 41% 66% 59% 10 5% Not Specified % 13% $100,000+ $75,000 to $99,999 14% 28% Post- College % 56% 48% 44% 4 19% $50,000 to $74,999 22% 1 to 3 Years College % 6 55% 2 18% 14% $25,000 to $49,999 Less than $25,000 13% 18% High School 1 to 3 Years High School or Less % 41% 59% 55% The Outdoor Foundation

15 Participation in Rafting by Census Region All Americans, RAFTING ➊ Pacific Participation Rate: 1.7% Percent of US Participants: 19.1% ➋ Mountain Participation Rate: 2.2% Percent of US Participants: 11.3% ➍ West North Central Participation Rate: 1.2% Percent of US Participants: 5.5% ➎ East North Central Participation Rate: 1.2% Percent of US Participants: 12.7% ➐ South Atlantic Participation Rate: 1.4% Percent of US Participants: 18.7% ➑ Middle Atlantic Participation Rate: 1.6% Percent of US Participants: 15.3% ➌ West South Central Participation Rate: 1. Percent of US Participants: 8.1% ➏ East South Central Participation Rate: 1.5% Percent of US Participants: 6.1% ➒ New England Participation Rate: 0.9% Percent of US Participants: 3.1% Participation Rate by Region looks at participation within a geographic area. It refers to the what percentage of each region s population participates. Percent of US Participants compares each region s participation to one another. It illustrates which regions have the highest participation rates within the US.

16 CANOEING STAND UP PADDLING Stand up paddling After three years of modest growth, the relatively new sport of stand up paddling is growing by more significant margins. In 2013, 2 million stand up paddlers made 10.1 million outings. The participation rate among adolescents, ages 13 to 17, more Participation Rate % % % than doubled, while participation increased in every other age group, other than those ages 45 and up. Like most other paddlesports, the highest percentage of stand up paddling participants live in the Pacific and South Atlantic regions. Participation in Stand Up Paddling All Participants, 6+ Year 0.5% % The Outdoor Foundation

17 Annual Outings In 2013, stand up paddlers made 10.1 million annual outings. For some participants, this meant getting out once a season and for others, once a month or more. 5.1 days Stand up paddlers made an average of 5.1 outings each in Times 1.8% 6-11 Times 10.4% 4-5 Times Times 4.3% 2-3 Times 36.4% 1 Time 35.2% CANOEING STAND UP PADDLING Participation in Stand Up Paddling by Age Years % Participation Rate % % 0.3% 0.9% 0.8% 0.5% 0.4% 0.5% 1.4% 0.6% % 0.5% 0.6% 1.1% 1.2% 2.1% 0.2% 0.2% 0.2% 0.2%

18 CANOEING STAND UP PADDLING Demographics Division of Stand Up Paddling Participants by Demographic Age 11% 46% 16% 13% 13% Ethnicity 6% 14% 67% 9% 6% Other Hispanic Caucasian Asian/Pacific Islander African American Participation in Stand Up Paddling by Gender 6 12 Female 47% Male 53% 6+ 63% 47% 37% 53% Income Education % 41% 59% 74% 10 6% Not Specified 8 48% $100, % Post % 56% 44% 48% 6 34% College % 14% 12% 1 $75,000 to $99,999 $50,000 to $74,999 $25,000 to $49,999 Less than $25,000 12% 9% 22% 1 to 3 Years College High School 1 to 3 Years High School or Less % 45% 36% 41% 51% 55% 59% 64% The Outdoor Foundation

19 Participation in Stand Up Paddling by Census Region All Americans, CANOEING STAND UP PADDLING ➊ Pacific Participation Rate: 1.1% Percent of US Participants: 23.2% ➋ Mountain Participation Rate: 0.9% Percent of US Participants: 9.4% ➍ West North Central Participation Rate: 0.5% Percent of US Participants: 5.3% ➎ East North Central Participation Rate: 0.6% Percent of US Participants: 12.1% ➐ South Atlantic Participation Rate: 0.8% Percent of US Participants: 19.9% ➑ Middle Atlantic Participation Rate: 0.7% Percent of US Participants: 12.6% ➌ West South Central Participation Rate: 0.5% Percent of US Participants: 8.6% ➏ East South Central Participation Rate: 0.4% Percent of US Participants: 3.2% ➒ New England Participation Rate: 0.9% Percent of US Participants: 5.6% Participation Rate by Region looks at participation within a geographic area. It refers to the what percentage of each region s population participates. Percent of US Participants compares each region s participation to one another. It illustrates which regions have the highest participation rates within the US.

20 MOTIVATIONS Motivations Understanding the motivation of participation in paddling is important when looking to recruit new participants and to turn casual participants into enthusiasts. Key to this understanding is identifying what gets paddlers outdoors. A majority of paddlers, regarless What Gets Paddlers Outdoors? Kayakers (All) Rafters Canoers of category, participate to get exercise. Paddlers also enjoy staying fit, being with friends and family and observing the scenery. Stand Up Paddlers Get exercise 75.3% 66.2% 70.7% 63.3% Keep physically fit 60.2% 54.3% 55.1% 54.8% Be with family/friends 59.5% 55.6% 67.3% 54. Observe scenic beauty 56.8% 50.2% 55.6% 43.8% Experience excitement/adventure 56.3% 58.5% 63.5% 47. Be close to nature 55.9% 48.6% 61.3% 41.5% Enjoy the sounds/smells of nature 52.3% 49.3% 54.5% 42.7% Get away from the usual demands 51.8% 49.6% 56.8% 47.4% Develop skills/abilities % 53.1% 40.3% Be with people who enjoy the same things I do 40.7% 40.8% 46.3% 35.6% Gain a sense of accomplishment 38.5% 36.6% % Gain a sense of self-confidence 34.2% 32.7% % Experience solitude 31.2% 29.9% 31.8% 26.7% Be with people who share my values 28.1% 28.9% % Because it is cool 22.7% 27.2% 23.9% 20.4% Talk to new/varied people 17.5% 21.3% 21.7% 15.1% Other 6.8% 7.4% % The Outdoor Foundation

21 Method Each year the Physical Activity Council (PAC) carries out the largest sports participation study in the USA. During January and February of 2013 a total of 19,240 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel of over one million people operated by Synovate/IPSOS. A total of 7,528 individual and 11,712 household surveys were completed. The total panel is maintained to be representative of the US population for people ages six and older. Over sampling of ethnic groups took place to boost response from typically under responding groups. The 2014 participation survey sample size of 19,240 completed interviews provides a high degree of statistical accuracy. All surveys are subject to some level of standard error that is, the degree to which the results might differ from those obtained by a complete census of every person in the US. A sport with a participation rate of five percent has a confidence interval of plus or minus 0.21 percentage points at the 95 percent confidence level. This translates to plus or minus four percent of participants. A weighting technique was used to balance the data to reflect the total US population ages six and above. The following variables were used: gender, age, income, household size, region, population density and panel join date. The total population figure used was 290,001,000 people ages six and older. Youth Interviews All interviews of children under 13 were carried out following the guidelines set out in the Children s Online Privacy Protection Act of 1998 (COPPA). No children were contacted directly. The panel is a balanced sample of households with children in each age group, but contact is always made through designated adult panelists. The adult panelist receives the survey invitation on behalf of a specified child, age six to 12, and they are asked to complete the survey together. Respondents ages 13 to 17 are contacted in a manner similar to respondent s age six to 12, but they are asked to complete the survey themselves. Disclaimer The data contained in this report is for information purposes only. While The Outdoor Foundation and have made every effort to collect and report accurate information, neither The Outdoor Foundation nor makes any representation or warranty of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to this report or the information or related graphics contained herein. Any reliance you place on such information is therefore strictly at your own risk. In no event will The Outdoor Foundation or The Coleman Company, Inc. be liable for any loss or damage, including without limitation, indirect or consequential loss or damage, or any loss or damage whatsoever arising from loss of profits arising out of, or in connection with, the use of this report. Reproduction, distribution, republication, and/ or retransmission of material contained within this report is prohibited without the prior written permission of The Outdoor Foundation or The Coleman Company, Inc Denver West Blvd, Golden, CO is a registered trademark of is a registered trademark of is a registered trademark of The Outdoor Foundation 419 7th Street NW Suite 401 Washington, DC is a registered trademark of The Outdoor Foundation. 2014, All Rights Reserved

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