Outdoor Enthusiasts - US - February 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Almost half of Americans enjoy outdoor activities
Figure 1: Outdoor activity participation rates, 2006-13
Travel spending drives outdoor recreation market
Figure 2: Outdoor recreation spending, 2012
Household income positively correlated with participation
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
Figure 4: Self-identified outdoor enthusiasts, by gender and age, November 2014
Participation gap between men and women
Figure 5: Frequency of participation in outdoor activities (nets), by gender, November 2014
Fishing and camping are the most popular outdoor activities
Figure 6: Outdoor activities participated in most often, November 2014
Outdoor activities are enjoyed with others
Figure 7: Companions for outdoor activities, November 2014
Simple lack of interest is most likely barrier to participation
Figure 8: Top reasons for not participating more often, by gender, November 2014
Enthusiasts likely to own basic outdoor equipment
Figure 9: Equipment ownership, November 2014
Hispanics are likely outdoor enthusiasts
Figure 10: Self-identified outdoor enthusiasts, by Hispanic origin, November 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Switch Off
Trend: Locavore
Trend: Second Skin
THE MARKET
Key points
Almost half of Americans participate in outdoor activities
Figure 11: Outdoor activity participation rates, 2006-13
Spending on outdoor recreation totals $646 billion
Figure 12: Annual spending on outdoor recreation by category, in billions of dollars, 2012
Travel drives outdoor recreation spending
Figure 13: Outdoor recreation spending, 2012
Participation in most outdoor activities is stable
Figure 14: Sports participation in the last 12 months, July 2007-September 2014
Participation in outdoor activities expected to increase through 2030
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
Figure 16: Distribution, by race/Hispanic origin (non-white) ages 6+, 2014
High household income groups drive market
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
Key points
The North Face
Columbia Sportswear Company
Figure 18: Columbia sales by category, figures in millions, 2011-13
Mountain Hardwear
Figure 19: Columbia, net sales by brand, 2012-13
Patagonia
Marmot
Company overview
LEADING RETAILERS
REI
Cabela’s
Figure 20: Cabela’s total annual revenue, in millions, 2010-13
Bass Pro Shops
DICK’S Sporting Goods
Figure 21: Estimated US Sporting Goods Market Share, 2013
INNOVATIONS AND INNOVATORS
Patagonia Provisions
The SunBell
Figure 22: SunBell Solar Lamp and Phone Charger
InStove
Figure 23: InStove 60 and100 Liter Institutional Cookstoves
GoPro
Figure 24: GoPro Camera Video, January 2015
National Parks 2016 Centennial
The Kammok Thylacine
Icebreaker Cool-Lite
MARKETING STRATEGIES
Overview
Brand values
Credibility
Inspiration
The company origin story
Figure 25: The North Face website, February 2014
Visual identity
Figure 26: Patagonia email, January 2014
Figure 27: The North Face Instagram profile, February 2014
 CASE STUDIES
The North Face: See For Yourself
Overview
Figure 28: The North Face “See For Yourself” video, December 2014
Figure 29: The North Face See For Yourself Cab video, December 2014
Implications
Patagonia: Worn Wear
Overview
Implications
Mountain Hardwear: Days You Remember
Overview
Figure 30: Mountain Hardwear, Days You Remember: Horizons video, December 2014
Implications
 BRAND PERSONIFICATION
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
Key points
Market overview
Key social media metrics
Figure 32: Key performance indicators, selected outdoor brands, Jan. 5, 2014-Jan. 4, 2015
Brand usage and awareness
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
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
Figure 35: Online mentions, selected outdoor retailer brands, Jan. 5, 2014-Jan. 4, 2015
What are people talking about online?
Figure 36: Mentions by topic of conversation, selected outdoor brands, Jan. 5, 2014-Jan. 4, 2015
THE OUTDOOR ENTHUSIAST
Key points
Self-identified outdoor enthusiasts likely to be young men
Figure 37: Self-identified outdoor enthusiasts, by gender and age, November 2014
Figure 38: Frequency of exercise, by age, August 2013-September 2014
Outdoor enthusiasts more likely to have high household income
Figure 39: Self-identified outdoor enthusiasts, by household income, November 2014
More than half participate at least occasionally
Figure 40: Frequency of participation in outdoor activities, November 2014
Some don’t identify as enthusiasts, but participate in outdoor activities
Figure 41: Any participation in outdoor activities in the last 12 months, by outdoor enthusiasts and non-enthusiasts, November 2014
Women participate less frequently
Figure 42: Frequency of participation in outdoor activities (nets), by gender, November 2014
POPULAR OUTDOOR ACTIVITIES
Key points
Fishing and camping rank as popular outdoor activities
Figure 43: Outdoor activities participated in most often, November 2014
Figure 44: Outdoor activities participated in most often, by self-identified outdoor enthusiast, November 2014
Women more likely to participate in water activities
Figure 45: Outdoor activities participated in most often, by gender, November 2014
Lower-income households more likely to camp
Figure 46: Participation in camping – most often, by household income, November 2014
OUTDOOR ACTIVITY COMPANIONS, OPINIONS, AND ATTITUDES
Key points
Outdoor activities are most often enjoyed with others
Figure 47: Companions for outdoor activities, November 2014
Men more likely to participate in outdoor activities alone
Figure 48: Companions for outdoor activities, by gender, November 2014
Outdoor activities help provide an escape from technology
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
Figure 51: Attitudes about outdoor activities, by gender, November 2014
Vacation outdoor activities
Figure 52: Vacation activities, by gender, August 2013-September 2014
BARRIERS TO PARTICIPATION
Key points
Men and women report similar barriers to participation
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
Figure 54: Percentage of Americans living in urban areas, 1970-2010
Figure 55: Reasons for not participating more often, by age, November 2014
OUTDOOR GEAR AND APPAREL OWNERSHIP
Key points
Women invest in safety equipment
Figure 56: Equipment ownership, November 2014
18-34s looking to purchase equipment
Figure 57: Plans to purchase equipment, by gender and age, November 2014
Active outdoorsmen drive specialty equipment sales
Figure 58: Equipment ownership, by repertoire of participation in outdoor activities, November 2014
Parents planning to purchase equipment
Figure 59: Plans to purchase equipment, by presence of children in household, November 2014
AWARENESS OF OUTDOOR GEAR AND APPAREL BRANDS
Key points
The North Face leads other brands in awareness
Figure 60: Outdoor Brand engagement/purchasing in the last 12 months, by gender, November 2014
“Athleisure” wear could be cross-over opportunity for brands
Figure 61: Nike website, Sportswear shoes category, January 2015
Purchasing positively correlated with household income
Figure 62: Outdoor Brand engagement/purchasing in the last 12 months, by household income, November 2014
Higher brand awareness for households with children
Figure 63: Brand awareness, by presence of children in household, November 2014
THE IMPACT OF RACE AND HISPANIC ORIGIN
Key points
The majority of Hispanics identify as outdoor enthusiasts
Figure 64: Self-identified outdoor enthusiasts, by Hispanic origin, November 2014
Black respondents pursue fishing and trail running
Figure 65: Outdoor activities participated in most often, by race, November 2014
Blacks more likely to participate in outdoor activities alone
Figure 66: Companions for outdoor activities, by race, November 2014
Figure 67: Opinions about outdoor activities, by race/Hispanic origin, November 2014
Hispanics more likely to own camping equipment
Figure 68: Equipment ownership, by race/Hispanic origin, November 2014
Hispanics and Blacks more aware of The North Face Brand
Figure 69: Brand awareness, by race/Hispanic origin, November 2014
CLUSTER ANALYSIS
Factor descriptions
Outdoor Enthusiast clusters
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
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
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
Figure 76: Attitudes about outdoor activities, by Outdoor Enthusiast clusters, November 2014
Figure 77: Equipment ownership, by Outdoor Enthusiast clusters, November 2014
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
Figure 80: Outdoor Enthusiast clusters, by demographics, November 2014
Cluster methodology
APPENDIX – OTHER USEFUL CONSUMER TABLES
Outdoor enthusiast identification
Figure 81: Self-identified outdoor enthusiasts, by demographics, November 2014
Figure 82: Self-identified outdoor enthusiasts, by race/Hispanic origin, November 2014
Figure 83: Self-identified outdoor enthusiasts, by household income, November 2014
Figure 84: Self-identified outdoor enthusiasts, by demographics, November 2014
Figure 85: Self-identified outdoor enthusiasts, by millennial moms and dads, November 2014
Outdoor activities participation
Figure 86: Frequency of participation in outdoor activities, November 2014
Figure 87: Frequency of participation in outdoor activities (nets), by gender, November 2014
Figure 88: Frequency of participation in outdoor activities (nets), by age, November 2014
Figure 89: Frequency of participation in outdoor activities (nets), by race/Hispanic origin, November 2014
Figure 90: Frequency of participation in outdoor activities (nets), by household income, November 2014
Figure 91: Frequency of participation in outdoor activities (nets), by presence of children and age in household, November 2014
Figure 92: Frequency of participation in outdoor activities (nets), by household size, November 2014
Figure 93: Frequency of participation in outdoor activities (nets), by millennial moms and dads, November 2014
Figure 94: Frequency of participation in outdoor activities (nets), by self-identified outdoor enthusiast, November 2014
Outdoor Enthusiast Identification and Behavior
Figure 95: Self-identified outdoor enthusiasts by participation frequency, November 2014
Figure 96: Self-identified outdoor enthusiasts by participation frequency, by demographics, November 2014
Figure 97: Self-identified outdoor enthusiasts by participation frequency, by race/Hispanic origin, November 2014
Figure 98: Self-identified outdoor enthusiasts by participation frequency, by millennial moms and dads, November 2014
Activities participated in most often
Figure 99: Outdoor activities participated in most often, November 2014
Figure 100: Outdoor activities participated in most often, by age, November 2014
Figure 101: Outdoor activities participated in most often, by gender and age, November 2014
Figure 102: Outdoor activities participated in most often, by race/Hispanic origin, November 2014
Figure 103: Outdoor activities participated in most often, by household income, November 2014
Figure 104: Outdoor activities participated in most often, by presence of children and age in household, November 2014
Figure 105: Outdoor activities participated in most often, by companionship, November 2014
Companions for outdoor activities
Figure 106: Companions for outdoor activities, November 2014
Figure 107: Companions for outdoor activities, by age, November 2014
Figure 108: Companions for outdoor activities, by race/Hispanic origin, November 2014
Figure 109: Companions for outdoor activities, by household income, November 2014
Opinions about outdoor activities
Figure 110: Opinions about outdoor activities, November 2014
Figure 111: Opinions about outdoor activities, by age, November 2014
Figure 112: Opinions about outdoor activities, by household income, November 2014
Figure 113: Opinions about outdoor activities, by self-identified outdoor enthusiast, November 2014
Figure 114: Opinions about outdoor activities, by companionship, November 2014
Barriers to participation
Figure 115: Reasons for not participating more often, November 2014
Figure 116: Reasons for not participating more often, by gender, November 2014
Figure 117: Reasons for not participating more often, by gender and age, November 2014
Figure 118: Reasons for not participating more often, by race/Hispanic origin, November 2014
Figure 119: Reasons for not participating more often, by household income, November 2014
Attitudes about outdoor activities
Figure 120: Attitudes about outdoor activities, November 2014
Figure 121: Attitudes about outdoor activities, by age, November 2014
Figure 122: Attitudes about outdoor activities, by race/Hispanic origin, November 2014
Figure 123: Attitudes about outdoor activities, by household income, November 2014
Figure 124: Attitudes about outdoor activities, by presence of children and age in household, November 2014
Figure 125: Attitudes about outdoor activities, by companionship, November 2014
Figure 126: Attitudes about outdoor activities, by repertoire of participation in outdoor activities, November 2014
Equipment ownership
Figure 127: Equipment ownership, November 2014
Figure 128: Equipment ownership, by gender, November 2014
Figure 129: Equipment ownership, by age, November 2014
Figure 130: Equipment ownership, by gender and age, November 2014
Figure 131: Equipment ownership, by household income, November 2014
Figure 132: Equipment ownership, by millennial moms and dads, November 2014
Figure 133: Equipment ownership, by companionship, November 2014
Figure 134: Plans to purchase equipment, by race/Hispanic origin, November 2014
Figure 135: Plans to purchase equipment, by household income, November 2014
Figure 136: Plans to purchase equipment, by presence of children in household, November 2014
Figure 137: Plans to purchase equipment, by presence of children and age in household, November 2014
Figure 138: Plans to purchase equipment, by millennial moms and dads, November 2014
Figure 139: Plans to purchase equipment, by repertoire of participation in outdoor activities, November 2014
APPENDIX – SOCIAL MEDIA
Key brand metrics
Figure 140: Key social media indicators of selected outdoor brands, January 2015
Online conversations
Figure 141: Online mentions, selected outdoor brands, Jan. 5, 2014-Jan. 4, 2015
Brand usage or awareness
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
Figure 145: Mountain Hardwear usage or awareness, by demographics, November 2014
Figure 146: Patagonia usage or awareness, by demographics, November 2014
Figure 147: REI usage or awareness, by demographics, November 2014
Figure 148: The North Face usage or awareness, by demographics, November 2014
Activities done
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
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
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
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
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
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
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
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
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
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
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