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Inside
Outdoor
|
Summer
2015
8
Numbers Worth Noting
Data
Points
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www.insideoutdoor.comR
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www.insideoutdoor.com www.insideoutdoor.comBy
Martin
Vilaboy
Just PickUp the Phone
Eve as consumers become more
mobile and more digital, with an in-
creasing number of ways to contact
businesses, research suggests the old-
fashioned phone call is more impor-
tant than ever to sales and customer
service. Spurred by smartphones, mo-
bile marketing and click-to-call capa-
bilities, the number of inbound phone
calls to businesses is up dramatically,
according to call intelligence company
Invoca, and folks that call are more
likely to buy.
Armed Associates
Shoppers show healthy interest in interacting with device-enabled
store associates, ranking several types of in-store engagements as
“very important,” show CFI Group surveys. Tops on the list, not sur-
prisingly, is checking with employees for discounts.
Turn the Page
It’s overall numbers are dwarfed by Facebook (1.44 billion actve
members), but Snapchat’s membership (100 million) by far skews the
youngest among major social networks, with 45% of active user falling
in the 18-24 year old demo. The youthful make-up of both Snapchat
and Vine (40 million) seems to suggest the coveted high school/college
crowd now prefers quick messaging and short video platforms over
more traditional page-based social networks.
Worldwide Wearable Device Shipment, (Units in Millions)
Source: International Data Corporation
Age Distribution at The Top Social Networks
Source: comScore
Source: Invoca
5
4%44%
43%
42%
I have more 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
Snapchat
Vine
Tumblr
Google+
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%
15% 26%
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
Top Outdoor Activities for Growth, 2014
[Number of participants (000) at bottom]
Source: OIA
Age Distribution at The Top Social Networks
Phases of Journey Toward Unified Co
Source: Boston Retail Partners, NRF
Source: Mercury CSC
Why Buyers Choose to Call
Source: Invoca
Exploration
Consideration
Strategy
13%
59%
57%
54%
44%
43%
42%
23%
36%
Monitoring Single
Platform Trend
and Gathering
Information for
Education
Actively
Discussing
Viability of a
Single Platform
Aproach, but no
Formal Plan or
Budget in Place
Creating a
Formal Plan,
Developing
Business Cas
and Seeking
Budget
Key Initiatives Addressed by a Unified
0%
5%
10%
15%
20%
25%
30%
25%
24%
% of respondents
Stand Up
Paddling
Downhill
Telemarketing
Boardsailing
/Windsurfing
Snowshoeing
Kayak Fishing
Freestyle
Skiing
Cross-country
Skiing
Backpacking
Trail Running
White 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
T
o talk toa real person
I have more 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
Snapchat
Vine
Tumblr
Google+
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%
WHILE OUTDOORS
WHIL
26%
23%
32%
17%
30%
22%
12%
35%
14%
22%
17%
16%
15%
13%
6%
Extremely
Interested
A gadget to
help me stay
connected
A gadget to
help my other
gadgets stay
powered
A gadget t
help me sta
connected
Very
Interested
Moderately
Interested
Slightly
Interested
Not at all
Interested
Shoppers’ Desired Experience with Device-Enabled Associates
Reason for Engagement
% Saying “Very Important”
Check special offers/promos
64%
Provide loyalty program lookup
58%
Check inventory at other stores
56%
Identify compatible products
42%
Check product preferences
40%
Provide product information assistance
38%
Provide purchase history
38%
Source: CFI Group