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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