Inside Outdoor Winter 2018

Numbers Worth Noting DATA POINTS By Martin Vilaboy 86 Minutes spent each day with non- digital radio by U.S. adults in 2017, according to eMarketer’s latest forecast. Surprisingly enough, average daily time spent with non-digital radio was much higher than adults’ time spent with social media, which is 40 minutes via mobile devices and 11 minutes via desktop/ laptop per day. The Half Outdoors Outdoor participation rates seem stuck at about half of Americans, as once again in 2016 it is estimated that about 48% of the U.S. popu- lation participated in an outdoor activity at least once, show Outdoor Industry Association figures. While 10.6 million Americans returned to or started participating in one or more of the outdoor activities mea- sured, 8.6 million stopped. That equates to a net gain of 2 million total participants and a churn rate of 6%. 0% 20% 40% 60% 80% Source: 451 Research What’s the most important reason why you’re unlikely to use digital wallets on your smartphone or tablet? Outdoor Parcipation Trend Source: 451 Research All Americans, Ages 6+ No Need/Not Interested Security Concerns Prefer Traditional Methods of Payment I Don’t Know How Technology is Too New Limited Acceptance Among Merchants Too Complicated Not Available for My Device 34% 29% 22% 5% 3% 2% 2% 1% 60% 50% 40% 30% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 48.8% Poorly designed mobile features Slow responding online chat for sales or customer service issues Poor features/responsiveness on social media Customer service only available via phone or in-person Which of the following would most likely make you stop using a product, service, or brand? (Please select up to three) Source: KOA 23% 16% 20% 17% 21% 9% 12% 10% Gen Y (23-37) Gen Z (16-22) 3 years 5% Ways in Which Internet Users in Germany, the UK and the US Use Mobile Devices to Facilitate In-Store Shopping, Nov 2017 Source: Scandit % of respondents Locate a store Check product prices Check opening and closing times Read customer reviews 40% 40% 38% 33% What’s In-Store If you are designing or redesigning a mobile-enabled site for your physical store, barcode scanner software company Scandit has some advice on what should be included, if not prominent. According to the company’s survey, four functions, including store locators, are the most- often used by shoppers to facilitate in-store shopping. Likewise, the most popular native app features among in-store customers were cou- pons, reading reviews, searching for sales and facilitating self-checkout. Athleisure ‘Still Has Legs’ There’s been some debate about whether the athleisure trend is losing its sizzle. But then Vancouver-based retailer lululemon reported a better-than-expected increase of 8% in Q3 comparable sales. These results and forecasts “help to disprove athleisure concerns,” said Morgan Stanley analyst Kimberly Greenberger. Retail Metrics president Ken Perkins, mean- while, pointed to the success of active and athleisure lines at retailers such as Kohl’s and American Eagle Outfitters’ Aerie brand. Athlei- sure “still appears to have some legs,” he said. Top 10 Apparel Brands Worldwide, By Value, June 2017 Brand Value %Change YTD Nike $34.19 -9% Zara $25.14 0% H&M $10.48 -17% adidas $8.30 58% Uniglo $7.57 -12% Under Armour $5.88 -12% Victoria’s Secret $5.03 -19% lululemon athletica $3.57 17% Polo RL $2.99 -14% Massimo Dutti $2.83 - Source: Kantar Millward Brown; WPP; June 2017 8 Inside Outdoor | Winter 2018