Inside Outdoor Winter 2015

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Inside Outdoor | Winter 2015 8
Are you more likely to respond to an online
ad that’s in English or in Spanish?
(Among Hispanic online shoppers)
Which of the following make it difficult for you to routinely exercise?
10% 90%
93%
90%
English
18-24
25-34
Spanish
0% 20% 40% 60%
50%
41%
38%
27%
25%
21%
20%
19%
16%
15%
9%
5%
11%
I lack the motivation to exercise
Diffcult to stay on a regular exercise schedule
I do not like to exercise
Rather do other things with my free time
Have very little free time
Job or schedule makes it difficult to exercise
Too tired because I’m unable to get sufficient sleep
Exercising is too difficult for me
No convenient place to exercise
Exercise equipment/gym fees/personal
trainer are too expensive
Too tired because I habitually stay
up late doing lesiure activities
Friends/family not interested in exercising with me
Unsure how to exercise property
No opportunities to play team sports I enjoy
% Selecting Obstacle to Exercise
Other
Source: Parks Associates
Numbers Worth Noting
DataPoints
REP MOV ES AN D NEWS
REP MOVES AN D N EWS
Data Points
By Martin Vilaboy
Expressions
keting to
Hispanics is that messaging needs to
be in Spanish. It turns out that 83%
of Hispanic online shoppers surveyed
by retail data consultants Adroit Digi-
tal claim to speak mainly English at
home, and 90% say they are more
likely to respond to English language
ads online. That includes 93% of Mil-
lennials surveyed.
Obstacles to Active
While it’s nice to think that folks would be more active if they could only
find the time, a survey from Parks Associates suggests that a lack of motiva-
tion is the bigger issue. The top obstacles to exercising, according to respon-
dents who said they find it difficult to exercise routinely, had more to do with
a shortage of desire than a shortage of schedule space.
Specialty’s Stand
Snowsports specialty retailers have been able to hold their ground against
the onslaught of online and alternate channels. During the past several years,
ski and snowboard specialty stores consistently account for about a third of
all snowsports apparel and equipment sales, and more than a third of acces-
sories sales. The most recent season was no different, show SIA figures.
23
Percent of all returns that
take place during the holiday
season, according to supply
chain company Optoro. While
many retailers see a 5 to 10
percent return rate on in-store
purchases, the return rate for
online purchases is typically
10 to 15 percent, says Tobin
Moore, company CEO. For
apparel brands, experts say
the online return rate can be
20 to 30 percent.
Percent of Products Purchased at Snowsports Specialty Stores
Season Apparel Equipment Accessories
2013/14 31% 32% 37%
2012/13 34% 32% 34%
2011/12 34% 33% 33%
2010/11 31.3% 32.4% 36.3%
2008/09 35.1% 30.7% 34.2%
2006/07 35.1% 31.8% 33%
2004/05 32% 36% 32%
Source: SIA
Are you more likely to respond to an online
ad that’s in English or in Spanish?
(Among Hispanic online shoppers)
Source: Adroit Digital
Outdoor Participation by Ethnicity
10% 90%
93%
2008 2013
90%
English
18-24
25-34
Spanish
0% 20% 40% 60%
25%
21%
20%
19%
16%
15%
9%
5%
11%
Software that
so empl
M
In-store pers
Clienteling/C
Softw
st
Digit
to e
K
tired because I’m unable to get sufficient sleep
Exercising is too difficult for me
No convenient place to exercise
Exercise equipment/gym fees/personal
trainer are too expensive
Too tired because I habitually stay
up late doing lesiure activities
ds/family not interested in exercising with me
Unsure how to exercise property
No opportunities to play team sports I enjoy
% Selecting Obstacle to Exercise
Other
Other 3%
Hispanic
Caucasian
Other
Hispanic
Caucasian 80%
5%
4%
8%
70%