Survey Insights Canadian Champions In Training July 23, 2012

Introduction  In June 2012, Investors Group commissioned Harris Decima to undertake two online polls.  Results of a poll of 183 elite Canadian athletes, “The Stuff of Champions”, was released on July 17,  A poll of Canadian parents with children involved in sports “Champions in Training” was released on July 23,  The results of the “Champions in Training” survey follow. Survey methodology: The poll was conducted by Harris/Decima between June 25 and July 1 for a total of 1,003 completed surveys. Data were weighted by age, regional and gender to reflect census profile.

Key Findings  A majority (75%) of Canadian parents with children in sports are investing time and money to foster leadership qualities, discipline and team building skills.  56% of parents with children involved in athletic activities have two or more kids in sports.  Time and money are the greatest contributors to stress for parents with children involved in athletic activities.  Canadian parents invest an average of $1,658 per year in their children’s athletic pursuits.  On average, parents who have children participating in athletic activities spend 15 hours per month helping.

Number of Children Participating In Recreational/Competitive Sports  56% of parents with children in sports have two or more involved in athletic activities Note: Of 1003 surveys completed, 558 participants indicated they had children currently engaged in organized athletics.

Most Stressful Aspect of Your Children's Athletic Activities  Having kids in sports demands time and money

Why Do You Invest Time/$ in Your Children's Athletics?  A majority of Canadian parents cite character development as the main incentive of athletics – though many believe they are fostering a recognized talent.

Hours/Month Spent Helping Children  Parents nation-wide spend on average 15hrs/month on non-monetary support helping out.

$/Year Spent on Children's Athletics  Canadian parents invest an average of $1,658 per year in their children’s athletic pursuits.

% of Income Lost From Time Off Work For Children's Athletics  More than a quarter of households surveyed are losing some portion of potential earnings as a result of time spent on their children’s athletic endeavors.

$ Used For Children's Athletics Is:  Despite the earnings spent and foregone, a significant majority of athletes’ parents see athletics spending as a parental responsibility.

Regional Highlights

Why Do You Invest Time/$ in Your Children's Athletics?  Ontario parents are more likely to say their children involved in athletics have special talents or skills  BC parents anticipate financial advantages from their children’s involvement in sports - more so than other regions.  Atlantic Canadians indicate less interest in elite athletics, viewing athletics as a social experience rather than a developmental tool. Question asked - responses expressed express as % National Atlantic Quebec Ontario Prairies BC Sports Help Develop Character75%70%74%75%77%74% Child Has a Talent That Should be Developed 31%20%33%35%27%32% Children's’ Friends are Involved in Activities 21%26%23%19%17%23% Anticipate Financial Advantages 6% 4%6%4%8% Need For Supervised After-School Activities 3%4%5%4%2%1% Legend: grey express lowest, blue express highest

Hours/Month Spent Helping Child By Region  BC and Prairie parents spend the most time on average volunteering to help.

Average Amount ($/Year) Spent on Children’s Athletics  Parents in BC spend 124% of the national average in terms of children’s athletics.  The Atlantic provinces spend 65% of the national average.

What Sacrifices Have You Made to Fund Your Children’s Athletics?  Families in the Prairie provinces are most likely to say they have sacrificed personal expenditures on shopping, entertainment or family vacations.