Fall 2019 - Inside Outdoor Magazine

Retention Key to Paddlesports The paddling industry may want to place some seri- ous emphasis on minimizing churn among participants. If for no other reason, that’s because a large chunk of participation is coming by way of new participants. Near- ly a third a participants counted by the Outdoor Founda- tion have been paddling for two years or less. Inside Outdoor | FALL 2019 8 NUMBERS WORTH NOTING DATA POINTS What Hinders Hiking Just more than half of adults surveyed by Merrell said they don’t hike for a range of perceived barriers. Topping the list is their lack of fitness, followed closely by the lack of someone to participate with. The True Influencers It turns out, your store employees have more influence on your customers’ purchasing decisions than social influ- encers do, shows a survey by Oracle. That’s true even for younger consumers and definitely for older ones. Maybe retailers are wise to this; while 25% of retailers used celebrity influencers and 20% used micro influencers in 2018, those numbers dipped to 14% and 15% respectively in 2019, according to Retail Touchpoints. RecordNumber of Hispanic Anglers Even though the overall participation rate was flat at about 12 percent, the number of Hispanic fishing participants jumped to 4.4 million people in the U.S., the highest number of His- panic participants ever tracked by the Outdoor Foundation. Figures also suggest Hispanics might be the most enthusiastic participants by ethnicity. 77% Percent of parents surveyed by retail brand Decathlon who said they exercise more than their children do. Only 11% of respondents say their family exercises together, which could reflect a wider concern about children’s exercise habits. “Making exercise a more social occasion by getting friends or the whole family involved is a great way to introduce an active lifestyle to kids,” said Chris Allen, marketing manager for Decathlon. Top Perceived Barriers to Getting on Trails 22% Say they are not fit enough to hike 18% Say they don’t have anyone to go with 13% Say they don’t have time 10% Say they’ve never hiked and don’t know how to get started 10% Say that not seeing people like them on the trail is a reason they don’t hike 9% Say they don’t hike due to allergies Source: Merrell Hiking Omnibus Survey (Percent of respondents) What percentage of your sourcing volume will come from nearshoring in 2018 and 2025? Source: McKinsey & Co; Sourcing Journal 0-5% 33 3 18 15 15 22 5 18 4 14 3 4 21 24 >5-10% >10-20% >20-30% >30-40% >40-50% >50% 2018 2025 Fishing Participants ages 6+ Average Annual Outings by Ethnicity Source: Outdoor Foundation; Recreational Boating & Fishing Foundation Hispanic Caucasian African American Other Asian 0% 5% 10% 15% 20% 25% Source: NRF location in person or virtually) Make my shopping experience more fun or meaningful Help me discover new products or brands Connect me to a product or brand expert Recommend items for me to buy 36% 33% 33% 29% 27% 26% 25% 25% Very interested in these technology or solutions Very important that brands or retailers have these technologies and innovations 21.9 17.9 17.3 14.1 9.9 wing are primary us ases for ted ledger technology at your organization? Unit Prices Drive Climbing Sales Growth Source: American Alpine Club; NPD Group tage of your sourcing volume will earshoring in 2018 and 2025? 33 18 15 15 22 5 2018 2025 41.4% trace’ data ation laims t and iance ther 51% 48% 48% 48% 44% 5% sumers look to technology to solve is Help me compare prices or reviews Make it easier for me to find a product or location Let me try an item before buying it (either in person or virtually) or Help me discover new products or brands Connect me to a product or brand expert Recommend items for me to buy 33% 29% 27% 26% 25% 25% 49% 43% 47% 41% 38% 33% Very interested in these technology or solutions ortant that brands or retailers have these technologies and innovations Camping Accessories Categories on the Rise (Percentage Change Over 12 Months: Apr’18 - Mar’19) June 2016 Units Sold Unit Price Sales ($) June 2017 June 2018 25% 20% 15% 10% 5% 0% -5% -10% Years of Participation Among Paddlers Source: Outdoor Foundation 1 YEAR 2 YEAR 3 TO 4 YEAR 5 TO 7 YEAR 8 TO 10 YEAR 11 to 15 YEAR 16 to 20 YEAR 21+ YEAR 0.0% 5.0% 10.0% 15.0% 20.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Camp Toiletries Camp Tables Thermal Portable Audio/ Portable Power Who U.S. Internet Users Trust for Recommendations when Shopping Gen Z (18-24) Millennials (25-39) Gen X (40-54) Boomers (55-75) Friends, family, colleagues 93% 86 87% 87% Employee in-store 28% 27% 24% 25% Other consumers online 31% 28% 22% 14% Social influencer 23% 21% 10% 4% Source: Oracle, July 2019