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DATA POINT
Forest Forecast
2016 was another growth year for camping participation, suggest findings
from Kampgrounds of America and the National Park Service, and 2017 could
prove even bigger. A majority of all age cohorts surveyed by KOA plan to
spend the same or more nights camping this year, with Millennials showing by
far the most enthusiasm over camping nights in 2017.
Road Race Rage?
The number of U.S. running
event finishers dipped slightly in
2016, marking the third year in
a row of decline. It’s likely more
of a correction than a long-term
concern, however, as the 17 mil-
lion in 2016 is down from the
recent high of about 19 million in
2013, but that figure is way up
from the 13 million in 2010 and
the 9.5 million in 2005.
71
Percentage of teen campers surveyed by KOA
who said they would still want to camp even
without access to technology or the ability
to stay connected. “In fact, half of the teens
surveyed say that camping offers them an
opportunity to ‘unplug’ from technology,” said
the KOA study.
KnowYour Stuff
It’s likely not as much the case with spe-
cialty store employees, but 83% of shoppers
surveyed by Tulip Retail, a retail application
provider, believe they’re more knowledge-
able than retail store associates. At the same
time, 79% of survey respondents say knowl-
edgeable store associates are “important”
or “very important.”
Shoppers’ In-Store Attitudes on Service
Respondents who believe physical retail
locations will be part of the shopping
journey in the future
64%
Respondents that dealt with a store
associate who used a mobile device to
provide things such as product info, credit
card checkout and inventory look-up,
and said it resulted in a better shopping
experience
72%
Respondents who would be interested
in having a store associate text or email
them about the status of their order
73%
Respondents who believe that store
associates are either “very valuable, very
helpful” or “valuable, helpful”
53%
Respondents who said a knowledgeable
store associate who is able to suggest
products based on their purchase history
would encourage them to shop in-store
50%
Respondents who believe the biggest
advantage of shopping in-store is the
ability to touch, try on and see products
77%
Respondents who know the store associates
by name at the retailers they visit
~30%
Source: Tulip Retail
Camping Nights Planned by Age for 2017
Source: KOA
U.S. Running Event Finishers 1990-2016
Source: Running USA’s U.S. Road Race Trends report
Source: ReportLinker
32%
29%
2%
42%
34%
7%
Furniture
Handbags and
accessories
None of the
above
15%
28%
57%
13%
38%
49%
21%
51%
28%
49%
33%
18%
I plan to spend
fewer nights
camping
I plan to spend
the same number
of nights camping
Male
Female
I plan to spend
more nights
camping
Millennials
Gen X
Baby Boomers
Mature
20,000,000
18,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
1990
1,199,200
3,597,800
Female
Male
4,708,000
2,215,500
4,998,400
3,696,000
4,947,600
4,494,400
6,071,000
6,929,000
6,288,300
7,685,700
6,835,000
8,699,000
8,180,800
10,844,200
8,062,500
10,687,500
7,359,300
9,755,500
7,310,000
9,690,000
1995 2000 2005 2010 2011 2012 2013 2014 2015 2016
75%
25%
32%
68% 58%
42%
52%
48%
47%
53%
45%
55%
44%
56%
43%
57%
43%
57%
43%
57%
43%
57%
Source:
TheTrek.coFrustration with Physical
Source: CapGemini
I would like a store/bran
a store because of locati
(e.g., iBeacons, RFID, ge
Source: Salesforce Research
Designs, 5.0%
Difficult to compare products
Long lines at checkout counter
Discount/promotions are not p
Not able to locate products
Lack of in-store associate guid
Strongly/som what agree
Strongly/somewhat disagree
Millennials
(18-34)
Generat
(35-54)
Camping Nights Planned by Age for 2017
Source: KOA
U.S. Running Event Finishers 1990-2016
Source: Running USA’s U.S. Road Race Trends report
Source: ReportLinker
48%
48%
44%
38%
32%
29%
2%
51%
51%
42%
52%
42%
34%
7%
Beauty and
personal care
Clothes
Electronics
Tools
Furniture
Handbags and
accessories
None of the
above
62% of female respondents
65% of female respondents
58% of older generations
15%
28%
57%
13%
38%
49%
21%
51%
28%
49%
33%
18%
I plan to spend
fewer nights
camping
I plan to spend
the same number
of nights camping
Male
Female
I plan to spend
more nights
camping
Millennials
Gen X
Baby Boomers
Mature
20,000,000
18,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
1990
1,199,200
3,597,800
Female
Male
4,708,000
2,215,500
4,998,400
3,696,000
4,947,600
4,494,400
6,071,000
6,929,000
6,288,300
7,685,700
6,835,000
8,699,000
8,180,800
10,844,200
8,062,500
10,687,500
7,359,300
9,755,500
7,310,000
9,690,000
1995 2000 2005 2010 2011 2012 2013 2014 2015 2016
75%
25%
32%
68% 58%
42%
52%
48%
47%
53%
45%
55%
44%
56%
43%
57%
43%
57%
43%
57%
43%
57%
Inside
Outdoor
|
Spring
2017
10