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Outdoor Enthusiasts - US - February 2015

“The outdoor recreation market has remained stable over the past several years with about half of Americans aged six and older participating in outdoor activities. However, participants are engaging in these activities infrequently, spending most of their leisure time watching TV or on the computer. Marketers must find compelling ways to encourage more frequent participation in order to encourage market growth.”
– Dana Spencer, Research Analyst – Lifestyles & Leisure

This report answers the following questions:

  • How can outdoor marketers increase frequency of participation?
  • How will participation rates for popular activities shift?
  • How can the participation gap between men and women be bridged?

Although there are outdoor enthusiasts of all ages, young men and consumers with high household incomes make up the core demographic. The majority of outdoor recreation spending comes from travel-related expenses, as opposed to gear and equipment purchases. Most outdoor enthusiasts currently own the basic equipment they need to participate in their chosen activities, making it necessary for outdoor gear and apparel brands to rely on innovation and technology to drive new purchases.

Outdoor activities are popular with Americans across age groups, races, and income levels. However, participation can be infrequent with only 33% of respondents reporting a participation rate of four times a year or more. Increasing the frequency of participation by highlighting local recreation areas and low-involvement activities can help to drive the growth of the market.


Enthusiasts like to experience the outdoors as a way to connect with family and friends, enjoy nature, and escape everyday obligations, but many are still interested in staying connected with the world at the same time. Developing wearable technology that will enhance the outdoor experience for enthusiasts, without distracting them from their activities or companions, may help to increase adoption.

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Table of contents

  1. 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

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                        Outdoor Enthusiasts - US - February 2015

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