Table of Contents
Executive Summary
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- The market
- Almost half of Americans enjoy outdoor activities
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- Figure 1: Outdoor activity participation rates, 2006-13
- Travel spending drives outdoor recreation market
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- Figure 2: Outdoor recreation spending, 2012
- Household income positively correlated with participation
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- Figure 3: Outdoor activities participation in the last 12 months, by household income, August 2013-September 2014
- Outdoor gear and apparel brands
- Innovations and innovators
- Marketing strategies
- The consumer
- Young men are the most likely to identify as outdoor enthusiasts
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- Figure 4: Self-identified outdoor enthusiasts, by gender and age, November 2014
- Participation gap between men and women
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- Figure 5: Frequency of participation in outdoor activities (nets), by gender, November 2014
- Fishing and camping are the most popular outdoor activities
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- Figure 6: Outdoor activities participated in most often, November 2014
- Outdoor activities are enjoyed with others
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- Figure 7: Companions for outdoor activities, November 2014
- Simple lack of interest is most likely barrier to participation
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- Figure 8: Top reasons for not participating more often, by gender, November 2014
- Enthusiasts likely to own basic outdoor equipment
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- Figure 9: Equipment ownership, November 2014
- Hispanics are likely outdoor enthusiasts
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- Figure 10: Self-identified outdoor enthusiasts, by Hispanic origin, November 2014
- What we think
Issues and Insights
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- How can outdoor marketers increase frequency of participation?
- The issues
- The implications
- How will participation rates for popular activities shift?
- The issues
- The implications
- How can the participation gap between men and women be bridged?
- The issues
- The implications
Trend Application
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- Trend: Switch Off
- Trend: Locavore
- Trend: Second Skin
The Market
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- Key points
- Almost half of Americans participate in outdoor activities
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- Figure 11: Outdoor activity participation rates, 2006-13
- Spending on outdoor recreation totals $646 billion
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- Figure 12: Annual spending on outdoor recreation by category, in billions of dollars, 2012
- Travel drives outdoor recreation spending
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- Figure 13: Outdoor recreation spending, 2012
- Participation in most outdoor activities is stable
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- Figure 14: Sports participation in the last 12 months, July 2007-September 2014
- Participation in outdoor activities expected to increase through 2030
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- Figure 15: Projected percentage change in per capita participation by activity group 2008-30
- Short-term climate variances drive industry-specific growth
- Outdoor recreation most popular with Whites
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- Figure 16: Distribution, by race/Hispanic origin (non-white) ages 6+, 2014
- High household income groups drive market
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- Figure 17: Sports participation in the last 12 months, by household income, August 2013-September 2014
- National Park visitation up, but overnight stays down
Outdoor Gear and Apparel Brands
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- Key points
- The North Face
- Columbia Sportswear Company
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- Figure 18: Columbia sales by category, figures in millions, 2011-13
- Mountain Hardwear
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- Figure 19: Columbia, net sales by brand, 2012-13
- Patagonia
- Marmot
- Company overview
Leading Retailers
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- REI
- Cabela’s
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- Figure 20: Cabela’s total annual revenue, in millions, 2010-13
- Bass Pro Shops
- DICK’S Sporting Goods
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- Figure 21: Estimated US Sporting Goods Market Share, 2013
Innovations and Innovators
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- Patagonia Provisions
- The SunBell
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- Figure 22: SunBell Solar Lamp and Phone Charger
- InStove
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- Figure 23: InStove 60 and100 Liter Institutional Cookstoves
- GoPro
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- Figure 24: GoPro Camera Video, January 2015
- National Parks 2016 Centennial
- The Kammok Thylacine
- Icebreaker Cool-Lite
Marketing Strategies
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- Overview
- Brand values
- Credibility
- Inspiration
- The company origin story
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- Figure 25: The North Face website, February 2014
- Visual identity
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- Figure 26: Patagonia email, January 2014
- Figure 27: The North Face Instagram profile, February 2014
- Case studies
- The North Face: See For Yourself
- Overview
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- Figure 28: The North Face “See For Yourself” video, December 2014
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- Figure 29: The North Face See For Yourself Cab video, December 2014
- Implications
- Patagonia: Worn Wear
- Overview
- Implications
- Mountain Hardwear: Days You Remember
- Overview
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- Figure 30: Mountain Hardwear, Days You Remember: Horizons video, December 2014
- Implications
- Brand personification
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- Figure 31: Outdoor gear and apparel brand logos
- Attributes discussed
- Gender
- Age
- Race and marital status
- Profession
- Personality
- Prospective friend
Social Media – Outdoor Gear and Apparel Brands
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- Key points
- Market overview
- Key social media metrics
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- Figure 32: Key performance indicators, selected outdoor brands, Jan. 5, 2014-Jan. 4, 2015
- Brand usage and awareness
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- Figure 33: Brand usage and awareness of outdoor brands, November 2014
- Interaction with brands
- Marmot and Mountain Hardware has low awareness but high social media engagement
- Outdoor enthusiasts are looking to share online
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- Figure 34: Interaction with outdoor brands, November 2014
- Leading online campaigns
- Experiential marketing
- Interactive timeline
- Social media for social good
- Loyalty programs
- What we think
- Online conversations
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- Figure 35: Online mentions, selected outdoor retailer brands, Jan. 5, 2014-Jan. 4, 2015
- What are people talking about online?
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- Figure 36: Mentions by topic of conversation, selected outdoor brands, Jan. 5, 2014-Jan. 4, 2015
The Outdoor Enthusiast
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- Key points
- Self-identified outdoor enthusiasts likely to be young men
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- Figure 37: Self-identified outdoor enthusiasts, by gender and age, November 2014
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- Figure 38: Frequency of exercise, by age, August 2013-September 2014
- Outdoor enthusiasts more likely to have high household income
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- Figure 39: Self-identified outdoor enthusiasts, by household income, November 2014
- More than half participate at least occasionally
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- Figure 40: Frequency of participation in outdoor activities, November 2014
- Some don’t identify as enthusiasts, but participate in outdoor activities
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- Figure 41: Any participation in outdoor activities in the last 12 months, by outdoor enthusiasts and non-enthusiasts, November 2014
- Women participate less frequently
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- Figure 42: Frequency of participation in outdoor activities (nets), by gender, November 2014
Popular Outdoor Activities
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- Key points
- Fishing and camping rank as popular outdoor activities
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- Figure 43: Outdoor activities participated in most often, November 2014
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- Figure 44: Outdoor activities participated in most often, by self-identified outdoor enthusiast, November 2014
- Women more likely to participate in water activities
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- Figure 45: Outdoor activities participated in most often, by gender, November 2014
- Lower-income households more likely to camp
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- Figure 46: Participation in camping – most often, by household income, November 2014
Outdoor Activity Companions, Opinions, and Attitudes
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- Key points
- Outdoor activities are most often enjoyed with others
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- Figure 47: Companions for outdoor activities, November 2014
- Men more likely to participate in outdoor activities alone
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- Figure 48: Companions for outdoor activities, by gender, November 2014
- Outdoor activities help provide an escape from technology
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- Figure 49: Opinions about outdoor activities, by gender, November 2014
- Figure 50: Attitudes about outdoor activities – Technology, November 2014
- Many experience nature through outdoor activities
- Fitness is an important motivator
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- Figure 51: Attitudes about outdoor activities, by gender, November 2014
- Vacation outdoor activities
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- Figure 52: Vacation activities, by gender, August 2013-September 2014
Barriers to Participation
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- Key points
- Men and women report similar barriers to participation
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- Figure 53: top reasons for not participating more often, by gender, November 2014
- Respondents aged 18-44 lack the time to participate
- Proximity to nature not a primary limiter
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- Figure 54: Percentage of Americans living in urban areas, 1970-2010
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- Figure 55: Reasons for not participating more often, by age, November 2014
Outdoor Gear and Apparel Ownership
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- Key points
- Women invest in safety equipment
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- Figure 56: Equipment ownership, November 2014
- 18-34s looking to purchase equipment
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- Figure 57: Plans to purchase equipment, by gender and age, November 2014
- Active outdoorsmen drive specialty equipment sales
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- Figure 58: Equipment ownership, by repertoire of participation in outdoor activities, November 2014
- Parents planning to purchase equipment
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- Figure 59: Plans to purchase equipment, by presence of children in household, November 2014
Awareness of Outdoor Gear and Apparel Brands
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- Key points
- The North Face leads other brands in awareness
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- Figure 60: Outdoor Brand engagement/purchasing in the last 12 months, by gender, November 2014
- “Athleisure” wear could be cross-over opportunity for brands
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- Figure 61: Nike website, Sportswear shoes category, January 2015
- Purchasing positively correlated with household income
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- Figure 62: Outdoor Brand engagement/purchasing in the last 12 months, by household income, November 2014
- Higher brand awareness for households with children
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- Figure 63: Brand awareness, by presence of children in household, November 2014
The Impact of Race and Hispanic Origin
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- Key points
- The majority of Hispanics identify as outdoor enthusiasts
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- Figure 64: Self-identified outdoor enthusiasts, by Hispanic origin, November 2014
- Black respondents pursue fishing and trail running
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- Figure 65: Outdoor activities participated in most often, by race, November 2014
- Blacks more likely to participate in outdoor activities alone
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- Figure 66: Companions for outdoor activities, by race, November 2014
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- Figure 67: Opinions about outdoor activities, by race/Hispanic origin, November 2014
- Hispanics more likely to own camping equipment
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- Figure 68: Equipment ownership, by race/Hispanic origin, November 2014
- Hispanics and Blacks more aware of The North Face Brand
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- Figure 69: Brand awareness, by race/Hispanic origin, November 2014
Cluster Analysis
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- Factor descriptions
- Outdoor Enthusiast clusters
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- Figure 70: Outdoor Enthusiast clusters, November 2014
- Tech Savvy Enthusiast
- Demographics
- Characteristics
- Opportunity
- Nature Lover
- Demographics
- Characteristics
- Opportunity
- Fitness Fanatic
- Demographics
- Characteristics
- Opportunity
- Reluctant Outdoorsman
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 71: Companions for outdoor activities, by Outdoor Enthusiast clusters, November 2014
- Figure 72: Opinions about outdoor activities, by Outdoor Enthusiast clusters, November 2014
- Figure 73: Self-identified outdoor enthusiasts, by Outdoor Enthusiast clusters, November 2014
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- Figure 74: Frequency of participation in outdoor activities (nets), by Outdoor Enthusiast clusters, November 2014
- Figure 75: Outdoor activities participated in most often, by Outdoor Enthusiast clusters, November 2014
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- Figure 76: Attitudes about outdoor activities, by Outdoor Enthusiast clusters, November 2014
- Figure 77: Equipment ownership, by Outdoor Enthusiast clusters, November 2014
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- Figure 78: Plans to purchase equipment, by Outdoor Enthusiast clusters, November 2014
- Figure 79: Brand awareness, by Outdoor Enthusiast clusters, November 2014
- Cluster demographic tables
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- Figure 80: Outdoor Enthusiast clusters, by demographics, November 2014
- Cluster methodology
Appendix – Other Useful Consumer Tables
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- Outdoor enthusiast identification
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- Figure 81: Self-identified outdoor enthusiasts, by demographics, November 2014
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- Figure 82: Self-identified outdoor enthusiasts, by race/Hispanic origin, November 2014
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- Figure 83: Self-identified outdoor enthusiasts, by household income, November 2014
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- Figure 84: Self-identified outdoor enthusiasts, by demographics, November 2014
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- Figure 85: Self-identified outdoor enthusiasts, by millennial moms and dads, November 2014
- Outdoor activities participation
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- Figure 86: Frequency of participation in outdoor activities, November 2014
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- Figure 87: Frequency of participation in outdoor activities (nets), by gender, November 2014
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- Figure 88: Frequency of participation in outdoor activities (nets), by age, November 2014
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- Figure 89: Frequency of participation in outdoor activities (nets), by race/Hispanic origin, November 2014
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- Figure 90: Frequency of participation in outdoor activities (nets), by household income, November 2014
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- Figure 91: Frequency of participation in outdoor activities (nets), by presence of children and age in household, November 2014
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- Figure 92: Frequency of participation in outdoor activities (nets), by household size, November 2014
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- Figure 93: Frequency of participation in outdoor activities (nets), by millennial moms and dads, November 2014
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- Figure 94: Frequency of participation in outdoor activities (nets), by self-identified outdoor enthusiast, November 2014
- Outdoor Enthusiast Identification and Behavior
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- Figure 95: Self-identified outdoor enthusiasts by participation frequency, November 2014
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- Figure 96: Self-identified outdoor enthusiasts by participation frequency, by demographics, November 2014
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- Figure 97: Self-identified outdoor enthusiasts by participation frequency, by race/Hispanic origin, November 2014
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- Figure 98: Self-identified outdoor enthusiasts by participation frequency, by millennial moms and dads, November 2014
- Activities participated in most often
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- Figure 99: Outdoor activities participated in most often, November 2014
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- Figure 100: Outdoor activities participated in most often, by age, November 2014
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- Figure 101: Outdoor activities participated in most often, by gender and age, November 2014
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- Figure 102: Outdoor activities participated in most often, by race/Hispanic origin, November 2014
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- Figure 103: Outdoor activities participated in most often, by household income, November 2014
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- Figure 104: Outdoor activities participated in most often, by presence of children and age in household, November 2014
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- Figure 105: Outdoor activities participated in most often, by companionship, November 2014
- Companions for outdoor activities
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- Figure 106: Companions for outdoor activities, November 2014
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- Figure 107: Companions for outdoor activities, by age, November 2014
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- Figure 108: Companions for outdoor activities, by race/Hispanic origin, November 2014
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- Figure 109: Companions for outdoor activities, by household income, November 2014
- Opinions about outdoor activities
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- Figure 110: Opinions about outdoor activities, November 2014
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- Figure 111: Opinions about outdoor activities, by age, November 2014
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- Figure 112: Opinions about outdoor activities, by household income, November 2014
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- Figure 113: Opinions about outdoor activities, by self-identified outdoor enthusiast, November 2014
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- Figure 114: Opinions about outdoor activities, by companionship, November 2014
- Barriers to participation
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- Figure 115: Reasons for not participating more often, November 2014
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- Figure 116: Reasons for not participating more often, by gender, November 2014
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- Figure 117: Reasons for not participating more often, by gender and age, November 2014
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- Figure 118: Reasons for not participating more often, by race/Hispanic origin, November 2014
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- Figure 119: Reasons for not participating more often, by household income, November 2014
- Attitudes about outdoor activities
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- Figure 120: Attitudes about outdoor activities, November 2014
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- Figure 121: Attitudes about outdoor activities, by age, November 2014
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- Figure 122: Attitudes about outdoor activities, by race/Hispanic origin, November 2014
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- Figure 123: Attitudes about outdoor activities, by household income, November 2014
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- Figure 124: Attitudes about outdoor activities, by presence of children and age in household, November 2014
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- Figure 125: Attitudes about outdoor activities, by companionship, November 2014
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- Figure 126: Attitudes about outdoor activities, by repertoire of participation in outdoor activities, November 2014
- Equipment ownership
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- Figure 127: Equipment ownership, November 2014
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- Figure 128: Equipment ownership, by gender, November 2014
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- Figure 129: Equipment ownership, by age, November 2014
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- Figure 130: Equipment ownership, by gender and age, November 2014
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- Figure 131: Equipment ownership, by household income, November 2014
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- Figure 132: Equipment ownership, by millennial moms and dads, November 2014
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- Figure 133: Equipment ownership, by companionship, November 2014
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- Figure 134: Plans to purchase equipment, by race/Hispanic origin, November 2014
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- Figure 135: Plans to purchase equipment, by household income, November 2014
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- Figure 136: Plans to purchase equipment, by presence of children in household, November 2014
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- Figure 137: Plans to purchase equipment, by presence of children and age in household, November 2014
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- Figure 138: Plans to purchase equipment, by millennial moms and dads, November 2014
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- Figure 139: Plans to purchase equipment, by repertoire of participation in outdoor activities, November 2014
Appendix – Social Media
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- Key brand metrics
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- Figure 140: Key social media indicators of selected outdoor brands, January 2015
- Online conversations
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- Figure 141: Online mentions, selected outdoor brands, Jan. 5, 2014-Jan. 4, 2015
- Brand usage or awareness
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- Figure 142: Outdoor brand usage or awareness, November 2014
- Figure 143: Columbia usage or awareness, by demographics, November 2014
- Figure 144: Marmot usage or awareness, by demographics, November 2014
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- Figure 145: Mountain Hardwear usage or awareness, by demographics, November 2014
- Figure 146: Patagonia usage or awareness, by demographics, November 2014
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- Figure 147: REI usage or awareness, by demographics, November 2014
- Figure 148: The North Face usage or awareness, by demographics, November 2014
- Activities done
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- Figure 149: Activities done, November 2014
- Figure 150: Columbia – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
- Figure 151: Columbia – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
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- Figure 152: Columbia – Activities done – I follow/like the brand on social media because, by demographics, November 2014
- Figure 153: Columbia – Activities done – I have researched the brand on social media to, by demographics, November 2014
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- Figure 154: Marmot – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
- Figure 155: Marmot – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
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- Figure 156: Marmot – Activities done – I follow/like the brand on social media because, by demographics, November 2014
- Figure 157: Mountain Hardwear – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
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- Figure 158: Mountain Hardwear – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
- Figure 159: Mountain Hardwear – Activities done – I follow/like the brand on social media because, by demographics, November 2014
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- Figure 160: Patagonia – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
- Figure 161: Patagonia – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
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- Figure 162: Patagonia – Activities done – I follow/like the brand on social media because, by demographics, November 2014
- Figure 163: Patagonia – Activities done – I have researched the brand on social media to, by demographics, November 2014
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- Figure 164: REI – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
- Figure 165: REI – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
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- Figure 166: REI – Activities done – I follow/like the brand on social media because, by demographics, November 2014
- Figure 167: REI – Activities done – I have researched the brand on social media to, by demographics, November 2014
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- Figure 168: The North Face – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
- Figure 169: The North Face – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
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- Figure 170: The North Face – Activities done – I follow/like the brand on social media because, by demographics, November 2014
- Figure 171: The North Face – Activities done – I have researched the brand on social media to, by demographics, November 2014
Appendix – Trade Associations
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