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DATA POINT
Girls Rock the Gym
Looking at a few key demographics, outdoor and indoor climbers are fairly
similar. Median age is around 30 for both, and each cohort is just as likely to
have kids at home. One distinction: indoor climbing has certainly attracted
more women to the sport, as 42% of gym climbers are female versus 33% of
outdoor climbers, show OIA figures.
94%
Percentage of store associates
who believe they need more ad-
vanced technology, tools and training
that they currently don’t have access
to, according to Grail Research.
% of respondents
Extent toWhich a Brand’s Social Media
Presence Influences US Social Media
Users’Holiday Purchase Decision, Ages
18 and Up
Source: G/O Digital
A factor,
among other
things
18.9%
Has some influence,
but not overly
important
29.1%
Irrelevant
44.7%
An Important
factor
7.4%
Source: Sprout Social
58.8%
51.3%
42.2% 41.5%
25.1%
21.0%
Interest d in Their
Product/Service
Offered an I centive
Friends Follow/Like
Their Content
Interested in Promotions
Interested in Their Industry
They’re Entertaining
To Communicate with Brand
Percentage of Responses
Likelihood of Buying from a Brand
People Follow on Social Media
Source: Sprout Social
37.8%
NO CHANGE
3.8%
LESS LIKELY
57.5%
MORE LIKELY
2007, 47%
2008, 48%
2009, 49%
2010, 49%
2011, 50%
2012, 50%
2013, 50%
2014, 51%
2015, 52%
shers
Hour Finish
37.9%
31.6%
18.8%
Oka
Altra
Brooks
Hoka
Altra
24.3%
26%
17%
9.4%
20.4%
Source: Anatomy Media
% of respondents
Product Categories that US Teen Internet Users
Prefer to Purchase Digitally vs. In-Store, May 2016
Source: Interactions, eMarketer
U.S. Team Sports Participation
Source: SFIA
Desktop
32%
Mobile
17%
Both
14%
Don’t use
36%
Food
Health & beauty
Shoes
Mobile phones
Jewelry
Clothing
Computers
Games
In-store
Digitally
79%
21%
32%
34%
40%
41%
42%
49%
57%
68%
66%
60%
59%
58%
51%
43%
2007, 53%
2008, 52%
2009, 51%
2010, 51%
2011, 50%
2012, 50%
2013, 50%
2014, 49%
2015, 48%
Core “Participation”
Casual “Participation”
Outdoor vs Indoor Climber Demographics
% Female % Male Median
Age
Have Kid
at Home
Live in City Ctr.
or Outskirts
Indoor
42%
58%
30
68%
55%
Outdoor
33%
76%
31
66%
48%
Source: Outdoor Industry Association
Running for Life
One might think that an important motivation for millennial runners to participate in race and run events is the social
element it provides. A survey by Running USA, however, suggests Echo-Boomer runners enter events largely for the same
reason they run in the first place: fitness. That even goes for obstacle event participants.
Millennials’ Motivations to Participate in Run Events by Runner Type
Motivation 1
S rious Competitive
Runners
Frequent/
Fitness Runners
Recreational
Walkers/Joggers
Obstacle Event
Participants
To improve my physical health
31%
51%
51%
50%
To maintain my physical health
24%
33%
17%
17%
The social aspect of running events
3%
3%
13%
7%
The competitive aspects of events
32%
4%
1%
10%
To run in new/unique environment or venue 3%
4%
5%
7%
To improve my spiritual health
3%
2%
3%
1%
To maintain my spiritual health
2%
2%
1%
2%
To support a charity
0%
1%
6%
3%
Other
1%
1%
2%
3%
Source: Running USA
Team Sports Core Drain
While overall team sports participa-
tion is up slightly, since 2007 team
sports has become more casual and less
“Core” (proportion of athletes playing
very frequently), per the Sports & Fit-
ness Industry Association’s annual re-
port. While the increase in participation
rate is a positive, “losing Core athletes
can create a financial drain on the indus-
try,” says SFIA, as core athletes produce
the most repeated spending.
Fall
2016
|
Inside
Outdoor
9