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Inside Outdoor | SUMMER 2021 28 When asked by KOA to consider the perceived benefits of camping, the top responses among first-time campers centered on health and well- ness, such as “camping allows me to clear my mind” and “camping is a great way to escape the stress of ev- eryday life.” Coming in third was how “camping helps with my emotional well-being.” Again, it should be noted that the health and wellness benefits of camping were more important in 2020 across all cohorts segmented in the KOA study. “More than half (55%) of first- time campers’ reasons for planning a trip in 2020 can be directly tied to concerns surrounding the pandem- ic,” said the study. In turn, KOA findings suggest that for first-time campers – especially those most persuaded to try camp- ing by COVID – the “benefits” and beauties of camping still are to be realized. Across just about every po- tential or perceived benefit listed in the survey, first time campers were considerably less likely compared to the experienced campers to “strongly agree” any particular benefit existed. One perceived benefit that market- ers might find resonates with first-time campers is the opportunity campsites afford to “digitally disconnect.” When first-time campers were asked to con- sider what made a “great” introductory camping trip, three-quarters (76%) of those who saw camping as a way to “digitally detox” reported a great ini- tial experience. Only those who tried camping as part of a group outing reported a higher rate of “great experi- ence,” at 78 percent. A chance to dis- connect was even more important than a campground offering lots of ameni- ties, which was cited by 61 percent as contributing to a great experience. Along with possibly being more digitally dependent than previous years, first-time campers in 2020 were more ethnically diverse than previ- ously seen in KOA’s annual study, and considerably so. In fact, new campers are more diverse than just about any customer base seen across essen- tially all outdoor activities, ever. KOA estimates that in 2020, par- Reasons for First Camping Trip, Experienced vs. First Timer in 2020 Reason Experienced First-Time Love of the outdoors 62% 32% Wanting to get away from noise/crowds 43% 34% The freedom to travel around the country 31% 32% Safer way to travel due to COVID 25% 33% Staying at and visiting a particular location 26% 21% Source: KOA, 2020 Preferred Accommodations Tent Cabin RV 67% 16% 16% Worldwide, 2010-2020 mper Households 16 2017 2018 2019 2020 % 25.0% 28.7% 30.0% 33.1% GenZ Millenials Nights Spent Camping By Age Household Income 3 or fewer 4 to 7 8 to 14 15 to 30 More than 30 GenX Baby Boomers Silent/Mature 17% 17% 25% 5% 12% 41% 17% 18% 14% 10% <$25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000+ 25% 36% 26% 10% 3% 1% 3% 22% 14% 14% 49% 50% 16% 17% 14% 39% 24% 15% 14% 8% 74% 68% 63% 11% 12% 12% 13% 5% 7% 4% 5% 6% 3% 8% 9% irst-time Campers n 2018 First-time Campers in 2019 First-time Campers in 2020 All Cam ers in 2016 All Campers in 2019 All Campers in 2020 atino Asian/Pacific Islander All other Comparing Mont 2019 - Mar 2021 Source: Pattern Data Sc SMB vs Enterprise Foot Traffic Percent Change 2019 202 18,000,000 on Amazon U.S. marketplace 16,000,000 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 Jan Feb M 60% Worldwide, 2010-2020 mper Households 2017 2018 2019 2020 25.0% 28.7% 30.0% 33.1% GenZ Millenials Nights Spent Camping By Age Household Income 3 or fewer 4 to 7 8 to 14 15 to 30 More than 30 GenX Baby Boomers Silent/Mature 17% 17% 25% 5% 12% 41% 17% 18% 14% 10% <$25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000+ 25 36% 26% 10% 3% 1% 3% 22% 14% 14% 49% 50% 16% 17% 14% 39% 24% 15% 14% 8% 74% 68% 63% 11% 12% 12% 13% 5% 7% 4% 5% 6% 3% 8% 9% t-time mpers 2018 First-time Campers in 2019 First-time Campers in 2020 All Campers in 2016 All Campers in 2019 All Campers in 2020 no Asian/Pacific Islander All other Comparing Month 2019 - Mar 2021 Source: Pattern Data Scie amping Experience SMB vs Enterprise Foot Traffic Percent Change, 2019 2020 18,000,000 on Amazon U.S. marketplace 16,000,000 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 Jan Feb Mar 60% 50% 40% 30% Profile of 2020 First-Time Campers 51% Always or sometimes work while camping 30% View camping as an “affordable option” 59% Interested in trying a backpacking experience 30% Interested in trying an “overland” experience Source: KOA In-Season