Inside Outdoor Winter 2018

DATA POINTS Snowsports Channel Choices According to figures from SIA, snowboarders are about twice as likely to make gear purchases from online or chain stores compared to Alpine skiers, who still tend to prefer specialty channels. Snowsports Equipment Sales by Channel Channel Alpine Equipment Snowboard Equipment Specialty store 81% 61% Online sales 14% 30% Chain stores 5% 9% Source: Snowsports Industry Association Influenced or Indifferent? It may be different for “celebrity athletes,” who share an enthusiasm with fans, but the practice of celebrity endorse- ments appears to be in trouble with at least one key demo- graphic – millennials. A wide-ranging survey of U.S. millennial internet users from Roth Capital Partners found that the vast majority of respondents, 78%, either had a negative view of celebrity endorsements or were indifferent to the practice with regard to making a purchase. Mobile Ads Ignored Things are a bit better among the younger demographics, but at least one survey suggests the vast major- ity of advertising on mobile devices is largely ignored, if not annoying. Only a sliver of 1,106 U.S. smartphone users surveyed by Button, a mobile partnership platform, and App An- nie, a mobile app data and insights provider, intentionally click mobile ads with any frequency. A majority of those say they rarely or never click mobile ads intentionally. plement within 3 years 5% 5% 3% Ways in Which Internet Users in Germany, the UK and the US Use Mobile Devices to Facilitate In-Store Shopping, Nov 2017 Source: Scandit Days 6 D ‘16 M ‘17 J ‘17 S ‘17 29% 26% 25% 26% allets allet on your % of respondents Locate a store Check product pric s Check opening and closing times Read ustom r reviews 40% 40% 38% 33% Frequency with Which US Smartphone Users Intentionally Click on Mobile Ads, by Generation Source: Button; App Annie % of respondents US Millennial Internet Users Who Would Be More Willing to Purchase a Product/Service if a Celebrity Endorsed IT, Nov 2017 Source: Roth Capital Partners % of respondents Disagree 27% Somewhat disagreee 19.5% Indifferent 31.8% Some what agree 14.2% Agree 7.5% Millennials (18-34) Gen X (35-54) Baby boomers (55-73) 2% 2% 1% Very often Often Sometimes Rarely Never 8% 6% 3% 23% 49% 24% 28% 46% 18% 31% 42% 1 rs % Shopping, Nov 2017 Source: Scandit % 7 J ‘17 S ‘17 26% 25% 26% % of respondents Locate a store Check product prices Check opening and closing times R ad customer reviews 40% 40% 38% 33% Frequency with Which US Smartphone Users Intentionally Click on Mobile Ads, by Generation Source: Button; App Annie % of respondents US Millennial Internet Users Who Would Be More Willing to Purchase a Product/Service if a Celebrity Endorsed IT, Nov 2017 Source: Roth Capital Partners % of respondents Disagree 27% Somewhat disagreee 19.5% Indifferent 31.8% Some what agree 14.2% Agree 7.5% Millennials (18-34) Gen X (35-54) Baby boomers (55-73) 2% 2% 1% Very often Often Sometimes Rarely Never 8% 6% 3% 23% 49% 24% 28% 46% 18% 31% 42% 17% 63 Percentage of shoppers who agree (with 35% strongly agreeing) that a negative return policy will keep them from returning to a retailer, says research by Promocodes. Half of shoppers say they altogether avoid retailers with poor return policies. Inside Outdoor | Winter 2018 10