The data presented at the link is incomplete enough to be misleading. Their data for skydiving is easy enough to understand, as it makes sense that it is per jump. But it gets somewhat ambiguous for activities like football, canoeing, or hiking.
Let's take canoeing for instance. The data says 1:10,000, but it doesn't say in 10,000 what. Is this per year? Per trip? Per hour?
Skydiving is per jump, so figure that's the risk for about 5 minutes skydiving.
Data from American Whitewater puts the risk of mortality from whitewater boating's most deadly year (1998) at 1.15 for every 100,000 user days. Which means 1 person dies for every 87,000 days spent boating.
So let's translate that to skydiving.
1 jump is statistically safer than a whole day spent on whitewater (not by much, 1:87,000 vs. 1:100,000(according to the infographic at the link)).
But if you, like most skydivers, usually go for 5 or more in a day's jumping, than a days jumping becomes a little more dangerous than spending the day on the river. Not by a whole lot for this example, but the same issue exists with the data for most the activities on that awful little infographic, so it ends up being pretty misleading when it comes to some fairly benign activities like hiking or driving.
Source for my whitewater data:
http://www.americanwhitewater.org/content/Wiki/stewardship:risk