InsideOutdoor Summer 2015

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DataPoints
REP MOV ES AN D NEWS
REP MOVES AN D N EWS
a Points
Connect But Not Connected
Experience seekers are more interested in stay-
ing connected while traveling than while participat-
ing in outdoor activities, show surveys by Mercury
CSC. However, they report being very interested in
gadgets designed to charge or power other devices
while in the outdoors. “This points to a mismatch
between intention and re
ation participants,” says t
agency. “They are drawn to the allure of power-
generating gadgets but are not interested in being
connected through the use of those gadgets.”
Worldwide Wearable Device Shipment, (Units in Millions)
Source: International Data Corporation
Age Distribution at The Top Social Networks
Source: comScore
Source: Boston Retail Partners, NR
Source: Invoca
Exploration
Consider
13%
44%
43%
42%
23%
Monitoring Single
Platform Trend
and Gathering
Information for
Education
Actively
Discussing
Viability of
Single Platf
Aproach, b
Formal Pla
Budget in
Key Initiatives Addres
Source: Boston Retail Group, NRF
Percentage of U.S
in Sharing Transac
Source: PricewaterhouseCoop
0%
5%
10%
15%
25%
30%
25%
Quickly
Respond to
Consumer
Demands
Entertainment
and Media
ages 65
and older
Autom
and
Transpor
% of respondents
than a website can answer
To accomplish something
that can’t be done through
the business’s web ite
To get more accurate
information than can be
found from other sources
It’s convenient
Snapchat
Vine
Tumblr
Instagram
Twitter
Google+
Facebook
Linkedin
45% 26% 13% 10% 6% 1%
28% 23% 17% 15% 10% 7%
28% 25% 18% 13% 11% 6%
23% 26% 19% 15% 12% 4%
19% 22% 21% 18% 13% 7%
16% 25% 22% 18% 13% 7%
16% 22% 19% 18% 15% 10%
21% 17% 15% 7%
14% 21% 22% 18% 16% 9%
18-24 25-34 35-44 45-54 55-64 65+
Product
Category
2014
Shipments
2015
Shipments
2019
Shipments
2015
Year-Over-Year
Growth
2014-2019
CAGR
Basic
Wearables 22.1
4.2
26.4
39
33.1
72.1
66.3
89.4
155.7
76%
683%
173.3%
24.5%
84.1%
42.6%
Smart
Wearables
All
Wearables
9%
8
Age Breakdown of Provi
Backpacking’s Back?
Too often considered a relic of times past, overnight backpacking
appears to be making a resurgence, ranking among the top-growing
outdoor activities for 2014, according to Outdoor Industry Associa-
tion figures, with 11% growth. Backpacking overnight also experi-
en lthy three-year growth, at 12.8%. Most impressive of all,
am es listed, backpacking has by far the
largest base of users to build upon.
A Wearable World
Basic wearables that do not run third-party apps have driven the
market so far, which International Data Data Corp. estimates will hit 72.1
million units shipped in 2015, up from the 26.4 million units shipped in
2014. “Vendors like Fitbit and Xiaomi have helped propel the market with
their sub-$100 bands,” said Jitesh Ubrani, IDC senior research analyst.
Ubrani, however, expects devices capable of running third party apps to
take the lead in 2016. “Smart wearables like the Apple Watch and Mico-
soft’s Hololens are indicative of an upcoming change in computing, and
the transition from basic to smart wearables opens up a slew of opportu-
nities for vendors, app developers and accessory makers.”
Top Outdoor Activities for Growth, 2014
[Number of participants (000) at bottom]
Sou
Phases of Journey Toward U
Source: Boston Retail Partners, NRF
Source: Mercury CSC
Why Buyers Choose to Call
Source: Invoca
Exploration
Consideration
13%
59%
57%
54%
44%
43%
42%
23%
Monitoring Single
Platform Trend
and Gathering
Information for
Education
Actively
Discussing
Viability of
Single Platform
Aproach, but no
Form l Plan or
Budget in Place
Stand UpPaddlingDownhill
TelemarketingBoardsailing/WindsurfingSnowshoeingKayak Fishing
Freestyle
Skiing
Cross-country
Skiing
BackpackingTrail RunningWhite Water
Kayaking
38%
26%
18%
16% 15% 14% 13%
11% 11% 10%
2,751 2,188 1,562 3,501 2,074 4,564 3,820 10,101 7,531 2,351
To quickly get an answer/
accomplish my goal
To talk to a real person
I have mor questions or
need more information
than a website can answer
To accomplish something
that can’t be done through
the business’s website
To get more accurate
information than can be
found from other sources
It’s convenient
WHILE OUTDOORS
17%
30%
22%
1 %
14%
22%
17%
16%
15%
Extremely
Interested
A gadget to
help me stay
connected
A gadget to
help my other
gadgets stay
powered
Very
Interested
Interested
Slightly
Interested
Not at all
Interested
r Growth, 2014
at bottom]
Phases of Journey Toward Unified Commerce Platform
Source: Mercury CSC
to Call
Consideration
Strategy
Execution
Reali
59%
57%
54%
44%
23%
36%
13%
9%
Creating a
Implementing
a Strategy -
Business and
Technical - to
Oper
Singl
and
Benef
Gaug
Inves
Kayak Fishing
Freestyle
Skiing
Cross-country
Skiing
BackpackingTrail RunningWhite Water
Kayaking
6% 15% 14% 13%
11% 11% 10%
,501 2,074 4,564 3,820 10,101 7,531 2,351
WHILE OUTDOORS WHILE TRAVELING
30%
26%
21% 23%
32%
17%
30%
22%
12%
35%
14%
25%
22%
17%
16%
15%
13%
6%
16%
8
Extremely
Interested
A gadget to
help me stay
connected
A gadget to
help my other
gadgets stay
powered
A gadget to
help my other
gadgets stay
powered
A gadget to
help me stay
connected
Very
Interested
Moderately
Interested
Slightly
Interested
Not at all
Interested
32 Percentage of women with childre
who ride a bike once a year,
compared to 19% of women without
children, according to surveys by
44
Billions of dollars lost last year
by retailers to theft and fraud,
according to the National Retail
Federation and University of
Florida National Retail Security
Survey. Retailers say inventory
shrink averaged 1.38 percent of
retail sales.
Inside Outdoor | Summer 2015 10