Inside Outdoor Magazine

Numbers Worth Noting DATA POINTS By Martin Vilaboy $1.05 Billion Sales of outdoor and camping product through Amazon in 2017, according to One Click Retail’s count, a whopping 15% YoY increase. Ways to Get ‘Aspirationals’ Involved Not enough time and too many life commitments are certainly big inhibitors to folks participating in outdoor and sports recreation, but among those aspiring to be active, the main thing standing in the way is finding a friend or partner to go along with or show them the way, findings from the Physical Activity Council consistently show. Could outdoor retailers also serve as matchmakers? Outdoor Elites vs Dabblers It’s often assumed hard core and casual enthusiasts are entirely different beasts, but Hanson Dodge data shows that in numerous areas, outdoor consumers think and behave in relatively similar ways, regardless of their level of commitment to an outdoor lifestyle. The data “is great news for brands looking to reach new consumers without sacrificing the devout outdoorists who have always been the core of the business,” said the research group. Elites/ Die-hards Weekend Warriors Dabblers I often choose which outdoor equipment to buy based on what the top athletes and practitioners use. 34% 22% 26% When I find a brand I like, I stick with it. 89% 83% 78% When it comes to clothing from outdoor brands, I often pay more for name brands. 61% 54% 53% I buy brands that reflect my style. 64% 65% 69% Preserving the environment is very important to me. 82% 75% 73% Have purchased from an outdoor brand’s website in the past 12 months 82% 64% 61% Source: Hanson Dodge 8 Source: McKinsey & Company Ways to Get a Non-Participant Involved New Campers by Ethnicity Source: KOA; Cairn Consulting Group Dollar Shave Club Ipsy Birchbox Sephora Play! JustFab Blue Apron BarkBox StitchFix AdoreMe/ShoeDazzle Dollar Shave Club Ipsy Blue Apron Birchbox Sephora Play Harry’s BarkBox JustFab HelloFresh Amazon Subscr Harry’s Blue Apron BarkBox Loot Crate Birchbox HelloFresh Home Chef Instacart Having someone to take part with Having a friend take me along Being in better health Fewer family commitments More vacation time Fewer work commitments Having an introductory lesson/outing Having friend instruct me New equipment Availability of better multi-use trails/sidewalks Tax break on equipment, fees & instructions Employer sponsored activity Something else 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 43.0% 31.7% 24.9% 19.1% 18.5% 18.1% 16.6% 15.0% 12.5% 12.1% 9.6% 6.9% 15.9% Source: Physical Activity Council 2015 2016 2017 Census New campers in 2017 New campers in 2016 New campers in 2015 White/Caucasian African American/Black Asian/Pacific Islander All other Hispanic/Latino 64% 51% 14% 17% 17% 61% 12% 13% 14% 60% 18 11% 10% 12% 16% 5% 3% 1% 1% Campers who Camp with Multiple Generations “Aspirational” Sports Participation, Ages 6+ Inside Outdoor | SPRING 2018