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SOURCE Frank N. Magid Associates
America's Pastime, heading into All-Star Break, falls behind soccer in both participation and fandom with teens
LOS ANGELES, June 30, 2014 /PRNewswire/ -- On the eve of the USA's World Cup knockout-round match against Belgium, newly released research shows that participation and fandom in soccer has passed baseball among America's teens ages 14-17. The study conducted by nationally respected research consultancy Frank N. Magid Associates, Inc. reveals that 40% of teens surveyed consider themselves fans of soccer while only 30% of those teens say the same about baseball.
"This is a landmark moment in the evolution of sports in America," said Rich McGuire, Vice President of Magid Generational Strategies, who designed and analyzed the study. "Plurals are the first generation to choose soccer over baseball. Demographic changes and important societal factors, neither of which appears to be waning, are behind this slow but sure move away from America's traditional pastime and toward soccer."
The Magid Sports Ecosystem study reveals that the rise in soccer's appeal to America's youth is supported two increasingly important demographics in the sports landscape. 54% of 14-17 year old Hispanic sports fans are fans of soccer and 49% of female teens call themselves fans of the sport. In the case of girls, the difference between soccer and baseball is dramatic – 49% to 22%.
The research, conducted online during the last week of April with 3,000 U.S. sports fans ages 14-64, also reveals an important demarcation in the participation levels in each sport. Americans under the age of 25 are more likely to have played or coached soccer. 26% of 14-24 years olds have participated in soccer while only 22% have participated in baseball.
"This is important because participation is one of the most important influences on levels and degrees of fandom. With more young people playing or coaching soccer it appears that sport has long-lasting momentum," McGuire said.
"When you combine societal changes with increased awareness and interest for international sports and entertainment, you have an environment ripe for the continued growth of soccer," says McGuire. "We essentially have two generations under the influence of soccer: Millennials and Plurals - the youth of today. With participation patterns and increasing availability of the sport, it is very likely soccer will rival baseball in the U.S for a long time."
About Frank N. Magid Associates, Inc.
Frank N. Magid Associates is a leading research-based strategic consulting firm. Magid helps its clients become more profitable by solving problems and helping them take advantage of opportunities. Magid is unique because, for 57 years, the company has studied human behavior and how marketing and communication will cause consumers to behave in certain ways. With offices in Minneapolis, New York, Los Angeles, Chicago and Dallas, Magid works closely with dozens Fortune 500 companies. For more information, please visit Magid's website at www.magid.com.
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