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Inside
Outdoor
|
Spring
2015
8
Personalization Perception Gap
Source: Deloitte LLP
Background Color Performance
0
10
20
30
40
50
Consumers believe that
the risks of sharing
personal information is
worth the personalized
promotions, advertising, or
coupons they recieve
Consumers believe that
the risks of sharing
personal information is
worth the product
recommendations they
recieve
Traveling to and from social,
recreation, or leisure activities
Running errands or shopping
Traveling to and from
work or school
Traveling to and from public
transportation
Escorting children to and
from school or daycare
Other type of transportation
bicycling
25%
47%
Gap =
22%
Gap =
29%
70%
63%
46%
32%
19%
24%
47%
18%
Consumers
Executives
Percent Participating in a Typical Week
Source: Breakaway Research Group; PeopleForBikes
0 10 20 30 40 50 60 70 80
Personalization Perception Gap
Source: Deloitte LLP
Background Color Performance
0
10
20
30
40
50
Consumers believe that
the risks of sharing
personal information is
worth the personalized
promotions, advertising, or
coupons they recieve
Consumers believe that
the risks of sharing
personal information is
worth the product
recommendations they
recieve
Traveling to and from social,
recreation, or leisure activities
Running errands or shopping
Traveling to and from
work or school
Traveling to and from public
transportation
Escorting children to and
from school or daycare
Other type of transportation
bicycling
25%
47%
Gap =
22%
Gap =
29%
70%
63%
46%
32%
19%
24%
47%
18%
Consumers
Executives
Percent Participating in a Typical Week
Source: Breakaway Research Group; PeopleForBikes
0 10 20 30 40 50 60 70 80
Numbers Worth Noting
Data
Points
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Data
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www.insideoutdoor.com www.insideoutdoor.comBy
Martin
Vilaboy
Share and Share Alike
Whether it’s called “collabora-
tive consumption,” the “peer-to-peer
economy” or “access over ownership,”
the sharing economy already has
been disruptive to a few industries
and likely will be felt greater in gen-
eral retail in the coming years, as
44% of U.S. consumers arefamiliar
with the concep , while 72%say they
can see themselves being a consumer
in the sharing economy in the next
two years, according to a Pricewater-
houseCoopers survey.
The Price of Personalization
There exists a significant gap between how consumers and retail execu-
tives feel about the perceived risks of sharing personal information for the
sake of more personalized offers, according to surveys by Deloitte LLP.
About twice as many executives as consumers currently believe the risks
are worth the rewards.
Where Bikers Ride
We’ve all seen plenty of gear nd apparel targeting cyclists who com-
mute to the office. But as it turns out, those who say they use their bikes
f r transpor ation are significantly more likely to ride their bikes to so-
cial events or for running personal errands, according to a U.S. bicycling
benchmark survey from PeopleForBikes.
5Percentage of general outdoor
consumers who participate
in geocaching, according to
Outdoor Industry Association.
Geocaching.comindicates that
one million active caches were
logged in the U.S. in 2014.
Perceived Benefits Among U.S.
Adults Familiar with Sharing
Economy
Agree it makes life more affordable 86%
Agree it makes life more convenient
and efficient
83%
Agree it’s better for the environment 76%
Agree it builds a stronger
community
78%
Agree it is more fun than engaging
with traditional companies
63%
Agree it is based on trust between
provider and user
89%
Source: PwC