In the mid-1990s, the New Age was found primarily in the United States and Canada, Western Europe, and Australia and New Zealand. The fact that most individuals engaging in New Age activity do not describe themselves as "New Agers" renders it difficult to determine the total number of practitioners. Heelas highlighted the range of attempts to establish the number of New Age participants in the U.S. during this period, noting that estimates ranged from 20,000 to 6 million; he believed that the higher ranges of these estimates were greatly inflated by, for instance, an erroneous assumption that all Americans who believed in reincarnation were part of the New Age. He nevertheless suggested that over 10 million people in the U.S. had had some contact with New Age practices or ideas. Between 2000 and 2002, Heelas and Woodhead conducted research into the New Age in the English town of Kendal, Cumbria; they found 600 people actively attended New Age activities on a weekly basis, representing 1.6% of the town's population. From this, they extrapolated that around 900,000 Britons regularly took part in New Age activities. In 2006, Heelas stated that New Age practices had grown to such an extent that they were "increasingly rivaling the sway of Christianity in western settings".