Inside Outdoor Winter 2015

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DataPoints
REP MOV ES AN D NEWS
REP MOVES AN D N EWS
Data Points
Bigger Tent
Either industry diversity efforts are beginning
to show results, or outdoor participation is simply
catching up with greater U.S. demographic trends.
Regardless, minority groups account for larger per-
centages of outdoor participants than they did five
or so years ago, show OIA figures.
Retail Not Rentals
Consumers apparently are getting more comfortable with the dis-
honest practice of “wardrobing,” or the return of used or non-defective
merchandise. While most areas of return fraud are slowing or are flat
du past few years (presumably due mostly to new supply chain
te drobing have increased somewhat sig-
nificantly, retailers tell the National Retail Federation.
WearableTipping Point?
Ipsos MediaCT pollsters believe wearable
technology is approaching a “tipping point,” as
the vast majority of North Americans are at least
somewhat familiar with the category of mobile
devices. Julia Roland, Ipsos vice president, sees
two key characteristics influencing buyers in the
wearable space: consumers are looking for a prod-
uct that seamlessly integrates with smartphones,
laptops and tablets, etc., while seven in 10 pur-
chase intenders indicate that they will only choose
a brand they trust.
Wearable Tech’s Growing Awareness
Own/Very
Familiar
Somewhat
Familiar/Heard
of
Wearable computer 46% 32%
Wearable fitness monitor 41% 39%
Source: Ipsos Poll, December 2014
Email’s Last Stand?
It is likely email eventually goes the way of landline phones, but
for now email remains the favored way for retailers to reach out to
customers. Among the 50% of consumers who are open to receiv-
ing coupons and offers, email is far and away the preferred channel,
shows a survey from MessageSystems and Google Surveys.
Form of Communication Preferred to Share Special
Offers/Deals/Coupons from Brands
Communication % of Respondents
I don’t want to receive any notifications. 50.08%
Email 25.08%
Text 9.03%
Snail Mail 7.14%
Social Media 5.29%
Push Notification 3.38%
Source: MessageSystems/GoogleSurveys, November 2014
Which examples of return fraud has your company
experienced in the past year?
2012 2014
Returns using counterfeit receipts 45.6% 25.5%
Wardrobing (return of used, non-defective merchandise) 64.9% 72.7%
Return of stolen merchandise 96.5% 92.7%
Return of merchandise purchased on fraudulent or stolen tender 84.2% 81.8%
Employee return fraud or collusion with external sources 80.7% 81.8%
Return using e-receipts 19.3% 18.2%
Returns made by organized retail crime groups N/A 78.2%
Source: NRF
Source: Adroit Digital
Digital Pedometer/Fit ess Track r Users in U.S.
Broadband Households
Source: Parks Associates
Outdoor Participation by Ethnicity
Source: OIA
93%
2008 2013
90%
Fitbit
Samsung
Nike+Sensor
Nike Fuelband
Garmin
Polar
Jawbone Up
BodyMedia Fit
Adidas MiCoach
Striiv
Basis
Philips DirectLife
Others
0% 20%
Engli
18-24
25-34
Spani
Other 3%
Hispanic
Caucasian
Asian/Pacific
Islander
African
American
Other
Hispanic
Asian/Pacific
Islander
African
American 7%
5%
80%
5%
4%
8%
7%
11%
Inside Outdoor | Winter 2015 10