september 2015 vision council visionwatch sports sunglass report

SEPTEMBER 2015 VISION COUNCIL VISIONWATCH SPORTS SUNGLASS REPORT

FOR MORE INFORMATION BRIN MILLER

THE VISION COUNCIL 225 REINEKERS LANE, SUITE 700 ALEXANDRIA, VA22314

thevisioncouncil.org 703-740-2251

2015 Sports Sunglass Report

Table of Contents

Overview of Methodology and Results .................................................................. 3

Question by Question Report Summary ................................................................ 4

Summary Graphs and Charts ................................................................................ 8

Tabulated Results for All 10,241 Respondents ................................................... 14

Detailed Cross Tabulations .................................................................................. 19

Appendix A: Comparison to 2011 and 2015 ........................................................ 49

Appendix B: Survey Questionnaire ...................................................................... 58

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Overview of Methodology and Results

In August 2015, The Vision Council fielded a short questionnaire (11 questions) originally developed in August 2011 to survey American plano sunglass purchasers and Rx sun users about their sports habits as they relate to sunglasses. The questions were appended to the September 2015 VisionWatch questionnaire that was sent to approximately 10,500 US American adults. The sample was balanced and weighted to be demographically and psycho-graphically representative of the U.S. population over the age of 18.

A total of 10,241 complete responses were received from U.S. adults who have either purchased plano sunglasses at any time in their lives or currently wear Rx sun wear. In addition to providing tabulations on the 11 custom slot questions for all 10,241 respondents, the VisionWatch database was used to generate a series of detailed cross tabulations to better highlight any demographic differences that may exist between the various segments of the U.S. population. These detailed cross tabulations can be found beginning on page 14 of this report. The 2015 cross tabulations contain a section that examines sports usage and habits by sports participation the categories are defined as the following:

Water Sports Participants: Anyone who said they have participated in surfing, jet skiing, water skiing and/or fishing/angling in the past year.

Mountain Sports Participants: Anyone who said they have participated in mountain bike riding, rock climbing and/or hiking in the past year.

Winter Sports Participants: Anyone who said they have participated in snowboarding and/or snow skiing in the past year.

Extreme Sports Participants: Anyone who said they have participated in skateboarding, BMX Riding and/or ATV Riding in the past year.

Road Sports Participants: Anyone who said they have participated in road bicycle riding, Moto Cross and/or Rally cross the past year.

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Detailed Summary: Question by Question

Custom Q1: Which of these activities have you taken part in during the past year?

Among the 10,241 respondents, around 81 percent said they had participated in at least one sports activity in the past year. The most common activity was walking, in which 65 percent respondents said they had participated the past year. Age and region tended to be the two major factors that split respondents’ likelihood to participate in sports in general as well as participate in specific sports. Younger respondents tended to be more likely to participate in sports than older respondents. We found that around 85.3 percent of respondents under the age of 45 had participated in a sport in the past year while 78.0 percent of respondents 45 years of age or older had.

In general we found that respondents from the Mountain-Pacific region and the Midwest region of the U.S. were slightly more likely to participate in sports than respondents from the Northeast and the Southeast regions. Participation in specific sports was contingent on region as well. Camping, for example, was far more popular in the Mountain-Pacific (28.3 percent of respondents) than in the Northeast (16.8 percent of respondents). Similarly, 22.3 percent of respondents in the Midwest said they had taken part in fishing in the past year while only 15.8 percent of respondents in the Northeast had. Respondents from the Mountain-Pacific regions were more likely to take part in snow skiing and hiking than respondents from the Southeast. Jet skiing was the most common in the Northeast region at 4.2 percent while all the other regions had 2.5 to 3.9 percent of respondents participate in jet skiing.

Custom Q2: What is your favorite sport sunglass brand? Asked of all respondents who said they have participated in at least one sport activity in the past year.

Unaided, we asked respondents to tell us what their favorite sports sunglass brand is. The most common brand that was reported was Oakley (27.8 percent of respondents). RayBan was also a common brand with 18.9 percent of respondents saying it was their favorite sports sunglass brand. We also had around 21 percent of respondents who said they didn’t have a preference when it came to sports sunglass brands and about 16 percent of respondents who said they did not know what their favorite brand was.

Custom Q3: Please indicate if you recognize any of the following sport brands?

In order to test brand awareness we asked respondents which brands they recognized from a list of 22 sports sunglass brands. The most commonly recognized brand was Oakley in which 66.6 percent of respondents said they were familiar with the brand. Respondents who had played a winter sport, such as skiing, in the past year were especially likely to recognize Oakley (84.4 percent). The same was true for mountain sports, such as mountain biking, in which 80.1 percent said they recognized Oakley. Fifty-four percent of respondents said they recognized Under Armour, with younger respondents being more likely to recognize it (62.5 percent) along with respondents who said they participated in an “X-treme” sport in the past year (66.1 percent). Quiksilver was another highly recognized brand (33.8 percent of respondents, especially among winter sports players). There were some brands which had a somewhat lower recognition rate among the general respondent, but had a significantly larger recognition among respondents that played particular types of sports. Spy, for example, was recognized by just 7.8 percent of all respondents but was recognized by 24.9 percent of respondents who had participated in a winter sport in the past year. Similar occurrences happened with brands such

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as Costa Del Mar (8.8 percent familiarity with all respondents and 16.2 percent familiarity among extreme sport players), Electric (2.1 percent familiarity among all respondents and 11.2 percent among winter sports players) and Von Zipper (2.9 percent familiarity among all respondents and 10.5 percent familiarity among winter sports players).

In general men were slightly more familiar with sports brands than women. There were a few exceptions for this however. One exception was in the case of Quiksilver and its female-oriented brand, Roxy. In the case of Quiksliver, 34.7 percent of women were familiar with the brand and 32.8 percent of men were familiar. It’s no surprise that the split was even more dramatic in the case of Roxy with 28.4 percent of women saying they were familiar as opposed to just 11.5 percent of men.

Some brands tended to have more familiarity in specific regions of the U.S. Spy, for example, was familiar to 13.9 percent of respondents in the Mountain-Pacific region, while only 5.3 percent of respondents in the Midwest were familiar with the brand. Costa Del Mar was a brand familiar to 15.5 percent of respondents in the Southeast, yet only 4.2 percent of respondents in the Northeast region said they were familiar with the brand. Quiksilver and Oakley were both more familiar among respondents living in the Mountain-Pacific region than they were to respondents living in the Northeast. Stüssy was a familiar brand to 13.2 percent of respondents in the Mountain Pacific region but only 4.5 percent of respondents in the Midwest.

Custom Q4: Have you purchased, or do you own, sunglasses (or goggles) that you use primarily for sport activities?

Less than fifteen percent of respondents said they had purchased sunglasses or goggles specifically to be used for sports activities. Younger respondents and male respondents were more likely than older respondents and females to have ever purchased sports sunglasses. Nearly 20 percent of younger adults and 22.1 percent of men had purchased sports sunglasses while only 10.1 percent of older adults and 8.1 percent of women had. Once again region played a significant role in sports sunglass purchase incidence – with 12.8 percent of respondents from the Midwest saying they had purchased sports sunglasses and 18.7 percent of respondents in the Mountain Pacific region saying they had. It is also no surprise that respondents who played sports in the past year were far more likely to have purchased sports sunglasses than those that had not. Respondents that played any kind of winter sport in the past year were the most likely to have purchased sport sunglasses or goggles, with 49.4 percent saying they had done so. X-treme sports players also were more likely than other respondents to purchase sports sunglasses, with 32.9 percent saying they had done so.

Custom Q5: Do you primarily use sunglasses or goggles when participating in sports activities?

The large majority of respondents (72.5 percent) stated that they primarily use sunglasses when participating in sports with a large portion of those respondents being in the Midwest region of the U.S. Just under 14 percent of respondents said that they use sunglasses and goggles equally. Those who said they use sunglasses and goggles equally were more likely to be from the Mountain-Pacific region or participate in winter sports. Those who primarily use goggles (11.0 percent) were by far more likely to partake in winter sports or reside in the Northeast region of the country.

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Custom Q6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features? Asked of all respondents who have ever purchased sports sunglasses or goggles.

The majority (75.2 percent) of respondents that had purchased sports sunglasses said their sunglasses were polarized. It is no surprise that respondents that had recently played water sports were most likely to have purchased polarized sports sunglasses (81.3 percent).

Purchasing sunglasses that had a hydrophobic lens treatment was also relatively common. Among sports sunglass purchasers, 23.7 percent had purchased sunglasses with a hydrophobic lens treatment. This was especially common among winter sport participants, of whom 35.9 percent had done so. Fifteen percent of sports sunglass purchasers said they purchased sunglasses that were photochromic. Around 15 percent of sports sunglass purchasers said they had purchased their sports sunglasses with Rx lenses. This is slightly higher than the general population of Rx sun purchasers, which is about 12 percent.

Custom Q7: What color are the lenses in you sports sunglasses (or goggles)?

The color gray was the most popular color, used by almost 20 percent of recent sport sunglass purchasers, especially among mountain sports participants. Gray was followed by the colors blue (17.0 percent) and brown (16.5 percent). Brown was more popular among mountain sports at 17.9 percent and blue was more common for road sports participants (19.5 percent). For winter sports, the color amber was the most common choice.

Custom Q8: Why did you purchase sunglasses with that specific color / tint?

In regard to lens color / tint, respondents mostly chose lens color based on how much they like the look of the color (42.5 percent). “The lens color / tint helps block glare so I can perform better” was chosen by 30.8 percent of respondents. Only about 11 percent of respondents said that they wanted to try a new color / tint when they bought their last pair of sports sunglasses or goggles while 17.6 percent of respondents bought their sunglasses based on the color / tint they used before.

Custom Q9: For which of these activities do you have specific sport sunglasses or goggles? Asked of all respondents who have ever purchased sports sunglasses or goggles.

Snowboarding, snow skiing and moto cross riding were the most common sports in which respondents wore sports sunglasses or goggles. While younger adults are more likely to snow ski and snowboard, older adults are more likely to wear sunglasses and/or goggles while BMX riding. Mountain bike riding, BMX riding, and Rally Cross were also common sports in which sports sunglasses were used. In general men were more likely than women to wear sports sunglasses while playing sports and younger respondents were more likely than older respondents to wear sports sunglasses during sports activities.

Custom Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.

In order to assess purchasing motivation for sports sunglasses or goggles, a question was added to assess what qualities the most important/valuable when making a purchase. On a scale between “Not Important At All” and “Very Important”, respondents rated certain features that were valued at the time of their purchase. Almost 3 in 4 respondents stated that comfort was very important. Durability and UV

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protection were the next most important features for sports sunglasses (about 65 percent for each feature). Mirrored lenses were voted the least important feature when purchasing sports sunglasses by 16.0 percent. Polarization and UV protection were a strong preference for water sports participants whereas comfort was the strongest preference among mountain sports users.

Custom Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses? Asked of all respondents who have ever purchased sports sunglasses or goggles.

Chain sporting goods retailers were the most common locations that sports sunglass purchasers visited when making their sunglass purchase (21.5 percent). Online purchasing was the next most common retail location for sports sunglass purchasers, with 19.8 percent saying they visited an online retailer when purchasing their sports sunglasses. Online retailers were especially common among younger respondents (23.1 percent) and respondents who participated in winter sports (25.6 percent). Sunglass specialty retailers near were another popular choice among sports sunglasses purchasers (18.6 percent), particularly among mountain sports participants at 20.4 percent of respondents.

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VisionWatch 2015 Sports Sunglasses Report

18.8%0.4%1.0%1.0%1.8%2.1%2.1%2.2%3.1%3.5%3.6%

5.2%5.5%6.5%7.8%7.8%8.2%

12.3%12.5%

16.8%19.9%

22.2%25.2%

27.3% 65.5%

None of the AboveRally Cross

Moto Cross RidingBMX Riding

Skate boardingWaterskiing

SurfingSnow Boarding / Tubing

Rock ClimbingJet Skiing

Snow SkiingMountain Bike Riding

ATV RidingHunting

BaseballShooting (Skeet, Trap or Range)

TennisRoad bicycle riding

GolfingBoating

Fishing / AnglingCampingRunning

HikingWalking

Q1. Which of these activities have you taken part in during the past year?

0.5%

0.5%

0.5%

0.5%

0.8%

1.2%

1.7%

2.3%

4.1%

18.9%

27.8%

Ironman

Bolle

Spy

Under Armour

Adidas

Foster Grant

Costa del Mar

Maui Jim

Nike

RayBan

Oakley

Q2. What is your favorite sports sunglass brand? (top 10)

Brands Mentionedby Respondents

Directly

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VisionWatch 2015 Sports Sunglasses Report77

.1%

61.6

%

41.6

%

25.3

%

24.9

%

80.1

%

64.5

%

47.6

%

30.0

%

25.5

%

79.3

%

66.1

%

44.7

%

26.7

%

25.1

%

76.7

%

59.9

%

46.4

%

26.0

%

23.0

%

Oakley Under Armour Quiksilver Roxy Maui Jim

Q3. Please indicate if you recognize any of the following brands.

(by Activity for Top 5)

Water Sports Mountain Sports X-treme sports Road Sports

16.5%0.7%1.2%2.1%3.1%3.1%3.5%4.0%4.1%4.3%

5.6%7.0%7.8%8.2%8.8%9.5%9.6%

13.8%18.1%

20.3%33.8%

54.0%66.6%

Other/Don't know

Kaenon

Von Zipper

Native Eyewear

Arnette

Vuarent

Spy

Costa Del Mar

Gargoyles

Maui Jim

Quiksilver

Oakley

Q3. Please indicate if you recognize any of the following brands.

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14.8%

83.0%

2.3%

Q4. Have you purchased or do you own sunglasses (or goggles) that you use primarily for sports

activies?

No Yes Don’t Know / Not Sure

74.5

%

73.0

%

62.0

% 68.2

%

71.7

%

13.5

%

14.6

% 20.9

%

16.6

%

15.3

%

10.2

%

10.7

%

16.2

%

12.5

%

11.3

%

1.9%

1.7%

0.9% 2.7%

1.8%

Water Sports MountainSports

Winter Sports X-TremeSports

Road Sports

Q5. Do you primarily use sunglasses or goggles when participating in sport activities? (by sport)

Primarly sunglasses

I use both sunglasses and goggles equally

Primarly goggles

Don’t Know / Not Sure

10

VisionWatch 2015 Sports Sunglasses Report81

.3%

24.5

%

14.3

%

12.5

%

79.1

%

27.9

%

14.6

%

11.2

%

76.9

%

35.9

%

16.7

%

9.8%

79.2

%

31.8

%

15.2

%

11.0

%

78.2

%

25.8

%

19.5

%

13.0

%

Polarized lenses Hydrophobic lenstreatment

Photochromiclenses

Rx lenses

Q6. Do the sports sunglasses (or goggles) that you purchased have any of the following?

Water Sports Mountain Sports

Winter Sports X-Treme Sports

Road Sports

4.7%

6.9%

3.0%

3.1%

1.3%

3.5%

4.2%

5.8%

10.0%

18.8%

14.2%

24.4%

7.5%

5.4%

1.3%

2.1%

5.7%

3.9%

5.2%

3.9%

11.1%

12.4%

22.3%

19.2%

Not Sure

Other

Red

Copper

Pink / Rose

Orange

Green

Yellow

Amber

Blue

Brown

Gray

Q7. What color are the lenses in your sports sunglasses (or goggles)?

Women

Men

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42.5%

30.8%

17.6%

17.5%

11.2%

5.0%

7.0%

Like the look of the lens color

The lens color helps block glare

Worn sunglasses with that lens color before

The lens improve my overall vision

Wanted to try a new lens color when boughtmy sunglasses

Other

Not Sure

Q8: Why did you purchase sunglasses with that specific color / tint?

7.7%6.5%6.9%

9.3%11.7%12.0%12.3%13.1%13.2%14.0%14.1%14.5%14.6%14.9%14.9%

17.8%18.2%18.4%

20.6%24.3%24.4%25.3%

34.8%35.6%

40.5%

None of the aboveCampingWalking

HikingSurfing

WaterskiingBoating

Rock ClimbingATV Riding

TennisJet Skiing

Fishing / AnglingRunning

Skate boardingHunting

Shooting (Skeet, Trap or Range)Road bicycle riding

GolfingBaseball

Rally CrossMountain Bike Riding

BMX RidingMoto Cross Riding

Snow SkiingSnow Boarding / Tubing

Q9. For which of these activities do you have specific sports sunglasses or goggles that you use?

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0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%

Q10. Please indicate the importance of the following attributes when purchasing a pair of high-quality premium sports

sunglasses.

Not Important At All Not Important Somewhat Important Important Very Important

17.6%3.2%3.3%

1.7%2.8%3.0%

4.2%4.9%5.4%5.6%5.8%6.2%

8.5%11.6%11.7%

18.6%19.8%

21.5%

OtherLocal skate shop

Local surf shopParagonZumiez

Tilly’sREI /EMS

VolcomThe O Store

PacsunLocal bike shop

Local ski shopLocal independent sporting goods…Local sporting goods retailer near…

Independent optical retailer or chain…Sunglass specialty retailer (e.g.…

Online RetailerA Chain Sporting Goods Retailer (i.e. …

Q11. Which retailer(s) did you visit to purchase your current pair of sports sunglasses?

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Count PercentageSurfing 196 2.1%Snow Skiing 329 3.6%Snow Boarding / Tubing 200 2.2%Skate boarding 161 1.8%Moto Cross Riding 92 1.0%BMX Riding 87 1.0%Mountain Bike Riding 472 5.2%Rock Climbing 283 3.1%Rally Cross 37 0.4%Waterskiing 191 2.1%Jet Skiing 319 3.5%ATV Riding 500 5.5%Road bicycle riding 1,124 12.3%Running 2,307 25.2%Camping 2,030 22.2%Hunting 591 6.5%Hiking 2,496 27.3%Fishing / Angling 1,819 19.9%Boating 1,537 16.8%Baseball 710 7.8%Golfing 1,145 12.5%Tennis 755 8.2%Walking 5,998 65.5%Shooting (Skeet, Trap or Range) 713 7.8%None of the Above 1,722 18.8%

Count Percentage Count PercentageArnette 11 0.2% Panama Jack 15 0.3%Adidas 37 0.8% Polaroid 15 0.3%Berkley 7 0.1% Prada 9 0.2%Bolle 26 0.5% Puma 5 0.1%Coach 13 0.3% Ray Ban 923 18.9%Costa del Mar 82 1.7% Reebok 2 0.0%Electric 4 0.1% Revo 18 0.4%Fossil 11 0.2% Smith 19 0.4%Foster Grant 59 1.2% Speedo 0 0.0%Ironman 24 0.5% Spy 26 0.5%Gargoyles 13 0.3% Under Armour 22 0.5%Gucci 20 0.4% Wiley X 11 0.2%Maui Jim 111 2.3% VonZipper 2 0.0%

Native 13 0.3% Other 787 16.1%Nike 201 4.1% No Preference 1,041 21.3%Oakley 1,361 27.8%

VisionWatch 2015 Sports Sunglass Report


Q2: What is your favorite sport sunglass brand?

All Resps. Who Have Ever Bought Plano or Rx

Sunglasses

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Q3: Please indicate if you recognize any of the following sport brands.

Count PercentageSpy 717 7.8%Costa Del Mar 810 8.8%Bolle 873 9.5%Kaenon 109 1.2%Native Eyewear 320 3.5%Maui Jim 1,656 18.1%Smith Eyewear 391 4.3%Quiksilver 3,096 33.8%Gargoyles 877 9.6%Electric 190 2.1%Von Zipper 288 3.1%Dragon Eyewear 365 4.0%Oakley 6,102 66.6%Arnette 378 4.1%Roxy 1,863 20.3%Stussy 643 7.0%Ironman 1,266 13.8%Shwood 65 0.7%Wiley X 286 3.1%Under Armour 4,947 54.0%Hobie 752 8.2%Vuarent 511 5.6%Other/Don't know 1,513 16.5%

Count PercentageYes 1,353 14.8%No 7,596 83.0%Don’t Know / Not Sure 208 2.3%

Count PercentagePrimarily sunglasses 981 72.5%Primarily goggles 149 11.0%I use both sunglasses and goggles equal 187 13.8%Don’t Know / Not Sure 36 2.7%


Q5. Do you primarily use sunglasses or goggles when participating in sport activities?

All Resps. Who Have Purchased or Own Sport

Sunglasses


Sunglasses


Sunglasses

Q4: Have you purchased or do you own sunglasses (or goggles) that you use primarily for sport activities?

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Count PercentageRx (Prescription) lenses 167 12.3%Polarized lenses 1,018 75.2%Photochromic lenses (get darker in the light) 203 15.0%Hydrophobic lens treatment (water repellent/anti-fog) 321 23.7%

Count PercentageAmber 140 10.3%Blue 230 17.0%Brown 223 16.5%Copper 38 2.8%Gray 310 22.9%Green 61 4.5%Orange 49 3.6%Pink / Rose 35 2.6%Red 34 2.5%Yellow 71 5.2%Other 88 6.5%Not Sure 74 5.5%

Count PercentageI like the look of the lens color/tint 544 42.5%The lens improve my overall vision 224 17.5%The lens color/tint helps block glare so I can perform better 394 30.8%

I've worn sunglasses with that lens color/tint before and I wanted the same type 225 17.6%

I wanted to try a new lens color/tint whenI bought these sports sunglasses 143 11.2%Other 64 5.0%Not Sure 90 7.0%



Sunglasses

All Resps. Who Know the Tint of Their

Sunglasses/Goggles

Q6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features?

Q7: What color are the lenses in your sports sunglasses (or goggles)?



Sunglasses

16

Count

% of those that played the sport

Surfing 23 11.7%Snow Skiing 117 35.6%Snow Boarding / Tubing 81 40.5%Skate boarding 24 14.9%Moto Cross Riding 32 34.8%BMX Riding 22 25.3%Mountain Bike Riding 115 24.4%Rock Climbing 37 13.1%Rally Cross 9 24.3%Waterskiing 23 12.0%Jet Skiing 45 14.1%ATV Riding 66 13.2%Road bicycle riding 205 18.2%Running 336 14.6%Camping 131 6.5%Hunting 88 14.9%Hiking 231 9.3%Fishing / Angling 263 14.5%Boating 189 12.3%Baseball 146 20.6%Golfing 211 18.4%Tennis 106 14.0%Walking 411 6.9%Shooting (Skeet, Trap or Range) 127 17.8%None of the above 132 7.7%

Not Important At All Not Important Somewhat Important Important

Very Important

Weighted Average*

Rubber temple 87 190 399 381 296 2.45Lens polarization 31 35 162 424 701 3.28Mirrored lenses 213 309 324 290 217 1.99Safety rating 60 94 286 430 483 2.87UV Protection 13 14 100 340 886 3.53Eye doctor recommendation 145 211 338 340 319 2.35Friends and family recommendation 154 248 460 307 184 2.09User / buyer review (i.e. Yelp) 111 176 400 379 287 2.41Comfort 6 3 61 282 1,001 3.68Durability 13 11 92 356 881 3.54Warranty / insurance / protection plan 125 163 348 367 350 2.48

*1= Not Important At All; 5= Very Important



Sunglasses

Number of All Resps. Who Have Purchased or Own Sport Sunglasses

Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.

Q9: For which of these activities do you have specific sport sunglasses or goggles that you use?

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Not Important At All Not Important Somewhat Important Important

Very Important

Rubber temple 6.4% 14.0% 29.5% 28.2% 21.9%Lens polarization 2.3% 2.6% 12.0% 31.3% 51.8%Mirrored lenses 15.7% 22.8% 23.9% 21.4% 16.0%Safety rating 4.4% 6.9% 21.1% 31.8% 35.7%UV Protection 1.0% 1.0% 7.4% 25.1% 65.5%Eye doctor recommendation 10.7% 15.6% 25.0% 25.1% 23.6%Friends and family recommendation 11.4% 18.3% 34.0% 22.7% 13.6%User / buyer review (i.e. Yelp) 8.2% 13.0% 29.6% 28.0% 21.2%Comfort 0.4% 0.2% 4.5% 20.8% 74.0%Durability 1.0% 0.8% 6.8% 26.3% 65.1%Warranty / insurance / protection plan 9.2% 12.0% 25.7% 27.1% 25.9%

Count PercentagePercentage of All

RespondentsA Chain Sporting Goods Retailer (i.e. Sports Authority, Modell’s, Dick’s, Footlocker , etc...) 291 21.5% 2.8%Local independent sporting goods retailer 115 8.5% 1.1%Local skate shop 43 3.2% 0.4%Local ski shop 84 6.2% 0.8%Local bike shop 79 5.8% 0.8%Local surf shop 45 3.3% 0.4%Paragon 23 1.7% 0.2%REI /EMS 57 4.2% 0.6%Zumiez 38 2.8% 0.4%Tilly’s 40 3.0% 0.4%Volcom 66 4.9% 0.6%Pacsun 76 5.6% 0.7%The O Store 73 5.4% 0.7%Local sporting goods retailer near sports activity 157 11.6% 1.5%Independent optical retailer or chain optical retailer 158 11.7% 1.5%Online Retailer 268 19.8% 2.6%Sunglass specialty retailer (e.g. Sunglass Hut) 252 18.6% 2.5%Other 238 17.6% 2.3%


All Resps. Who Have Purchased or Own Sport Sunglasses

Percentage of All Resps. Who Have Purchased or Own Sport Sunglasses

Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses?


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Surfing Snow Skiing Snow Boarding Skate boarding Moto Cross Riding BMX RidingMountain Bike

RidingAll Respondents 2.1% 3.6% 2.2% 1.8% 1.0% 1.0% 5.2%Weighted Average 2.2% 3.6% 2.2% 1.8% 1.0% 1.0% 5.2%

By GenderMen 3.3% 4.9% 3.3% 2.9% 1.6% 1.7% 8.2%Women 1.1% 2.4% 1.1% 0.7% 0.5% 0.2% 2.4%

By AgeUnder 45 Years Old 3.5% 4.4% 3.9% 3.2% 1.4% 1.7% 6.8%Over 45 Years Old 0.9% 2.8% 0.5% 0.3% 0.6% 0.3% 3.6%

By Annual Household IncomeUnder $60K 1.5% 2.2% 2.0% 2.4% 0.8% 1.0% 4.7%$60K and Over 2.8% 4.9% 2.4% 1.2% 1.2% 0.9% 5.6%

By RegionNortheast 2.7% 3.9% 2.2% 1.8% 1.3% 1.3% 4.1%Southeast 1.9% 2.1% 1.2% 1.6% 0.6% 0.7% 4.5%Midwest 1.1% 3.5% 2.2% 1.4% 0.8% 1.0% 5.6%Mountain-Pacific 3.0% 5.8% 3.8% 2.4% 1.6% 1.1% 6.6%

By Education LevelUp to HS Graduate 0.6% 1.3% 1.0% 1.8% 0.8% 1.0% 3.0%Up to College Grad. 2.2% 5.0% 2.5% 1.5% 1.1% 1.2% 6.0%Postgraduate 3.6% 7.0% 2.7% 1.6% 1.2% 0.9% 5.7%

By SportWater Sports 7.0% 7.3% 5.1% 3.4% 2.3% 1.6% 10.2%Mountain Sports 4.5% 8.3% 4.9% 3.7% 1.8% 2.0% 17.3%

Winter Sports 14.6% 69.4% 42.2% 12.2% 5.9% 5.1% 19.6%X-Treme Sports 7.1% 8.8% 8.0% 12.9% 7.4% 7.0% 15.5%

Road Sports 6.8% 10.0% 6.4% 7.0% 7.4% 7.0% 18.8%

By PriceUnder $50 2.4% 3.4% 2.0% 2.3% 1.0% 0.7% 4.4%Over $50 5.4% 8.5% 5.3% 4.6% 3.0% 2.8% 10.4%



Sunglass Purchasers

19

Rock Climbing Rally Cross Waterskiing Jet Skiing ATV Riding Road bicycle riding RunningAll Respondents 3.1% 0.4% 2.1% 3.5% 5.5% 12.3% 25.2%Weighted Average 3.1% 0.4% 2.1% 3.5% 5.4% 12.3% 25.2%






By SportWater Sports 6.3% 0.9% 6.8% 11.4% 12.9% 19.8% 35.0%Mountain Sports 10.4% 0.7% 3.9% 6.4% 10.0% 23.9% 43.6%Winter Sports 17.5% 2.7% 12.7% 15.4% 14.3% 30.8% 56.3%X-Treme Sports 8.8% 2.2% 7.2% 11.6% 40.2% 23.6% 39.5%Road Sports 8.9% 3.0% 6.6% 9.2% 11.3% 90.9% 48.5%



Sunglass Purchasers


20

Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAll Respondents 22.2% 6.5% 27.3% 19.9% 16.8% 7.8% 12.5%Weighted Average 22.2% 6.4% 27.3% 19.8% 16.7% 7.8% 12.5%









Sunglass Purchasers


21

Tennis WalkingShooting (Skeet, Trap or Range) None of the Above

All Respondents 8.2% 65.5% 7.8% 18.8%Weighted Average 8.3% 65.5% 7.8% 18.8%

By GenderMen 11.1% 62.4% 11.6% 15.3%Women 5.6% 68.3% 4.3% 22.0%

By AgeUnder 45 Years Old 11.7% 65.8% 9.7% 14.7%Over 45 Years Old 4.9% 65.2% 5.9% 22.8%

By Annual Household IncomeUnder $60K 6.2% 62.5% 7.1% 23.5%$60K and Over 10.1% 68.3% 8.4% 14.5%

By RegionNortheast 9.2% 62.9% 6.0% 21.2%Southeast 7.1% 64.8% 8.6% 19.6%Midwest 7.4% 65.4% 7.6% 18.8%Mountain-Pacific 10.3% 68.5% 8.1% 15.9%

By Education LevelUp to HS Graduate 3.0% 58.3% 6.5% 27.4%Up to College Grad. 11.6% 68.9% 7.2% 14.0%Postgraduate 12.4% 67.7% 7.1% 15.4%

By SportWater Sports 12.1% 77.4% 17.0% 0.0%Mountain Sports 14.4% 85.0% 14.8% 0.0%Winter Sports 28.7% 72.8% 20.3% 0.0%X-Treme Sports 13.6% 76.0% 57.3% 0.0%Road Sports 19.2% 82.6% 15.4% 0.0%

By PriceUnder $50 7.5% 68.3% 7.0% 16.2%Over $50 18.0% 63.1% 11.8% 10.7%



Sunglass Purchasers

22

Spy Costa Del Mar Bolle Kaenon Native Eyewear Maui Jim Smith EyewearAll Respondents 7.8% 8.8% 9.5% 1.2% 3.5% 18.1% 4.3%Weighted Average 7.9% 8.8% 9.5% 1.2% 3.5% 18.1% 4.3%








Q3: Please indicate if you recognize any of the following sport brands?


Sunglass Purchasers

23

Quiksilver Gargoyles Electric Von Zipper Dragon Eyewear Oakley Arnette RoxyAll Respondents 33.8% 9.6% 2.1% 3.1% 4.0% 66.6% 4.1% 20.3%Weighted Average 33.8% 9.6% 2.1% 3.2% 4.0% 66.6% 4.1% 20.4%

By GenderMen 32.8% 13.3% 3.0% 4.0% 5.6% 68.3% 5.3% 11.5%Women 34.7% 6.2% 1.2% 2.4% 2.5% 65.2% 3.1% 28.4%

By AgeUnder 45 Years Old 48.2% 8.7% 3.5% 5.1% 5.9% 75.1% 6.2% 32.1%Over 45 Years Old 19.9% 10.5% 0.7% 1.2% 2.2% 58.4% 2.1% 9.0%

By Annual Household IncomeUnder $60K 29.1% 7.7% 1.7% 2.9% 3.6% 59.3% 2.8% 18.7%$60K and Over 38.1% 11.3% 2.4% 3.4% 4.4% 73.4% 5.3% 21.8%

By RegionNortheast 29.2% 7.5% 2.2% 2.6% 3.2% 59.0% 3.9% 16.0%Southeast 31.3% 8.7% 1.3% 2.0% 3.4% 67.8% 3.1% 18.9%Midwest 26.4% 9.6% 1.2% 2.2% 3.5% 65.4% 2.3% 15.8%Mountain-Pacific 48.1% 12.5% 4.0% 6.3% 6.0% 71.4% 7.7% 30.1%

By Education LevelUp to HS Graduate 22.8% 7.9% 1.5% 1.9% 3.3% 55.6% 2.5% 13.5%Up to College Grad. 41.5% 9.3% 2.9% 4.4% 4.7% 71.7% 5.5% 24.7%Postgraduate 36.1% 9.9% 2.5% 2.6% 3.7% 68.7% 4.5% 19.0%

By SportWater Sports 41.6% 14.9% 3.4% 5.2% 6.6% 77.1% 6.0% 25.3%Mountain Sports 47.6% 14.0% 3.4% 5.8% 6.9% 80.1% 6.3% 30.0%Winter Sports 58.2% 19.6% 11.2% 11.8% 14.3% 84.4% 13.9% 35.4%X-Treme Sports 44.7% 17.6% 5.7% 7.6% 8.8% 79.3% 8.1% 26.7%Road Sports 46.4% 15.6% 5.6% 6.5% 8.4% 76.7% 8.3% 26.0%

By PriceUnder $50 37.3% 9.1% 1.8% 3.1% 3.7% 69.5% 3.0% 24.7%Over $50 46.1% 13.0% 4.4% 6.7% 8.1% 77.9% 9.6% 28.1%


Sunglass Purchasers


24

Stussy Ironman Shwood Wiley X Under Armour Hobie VuarnetOther/Don't

knowAll Respondents 7.0% 13.8% 0.7% 3.1% 54.0% 8.2% 5.6% 16.5%Weighted Average 7.0% 13.8% 0.7% 3.1% 54.0% 8.2% 5.6% 16.5%

By GenderMen 7.9% 17.5% 1.0% 4.6% 53.4% 9.8% 7.5% 15.8%Women 6.2% 10.5% 0.4% 1.8% 54.6% 6.8% 3.9% 17.2%

By AgeUnder 45 Years Old 11.4% 17.2% 1.2% 4.0% 62.5% 5.6% 3.4% 9.6%Over 45 Years Old 2.8% 10.6% 0.2% 2.3% 45.8% 10.8% 7.7% 23.2%

By Annual Household IncomeUnder $60K 5.6% 12.3% 0.6% 2.3% 49.5% 5.3% 3.2% 21.9%$60K and Over 8.3% 15.2% 0.8% 3.9% 58.2% 10.9% 7.8% 11.5%

By RegionNortheast 5.5% 12.1% 0.8% 3.0% 54.4% 6.9% 6.2% 19.3%Southeast 5.3% 13.9% 0.5% 3.2% 54.7% 8.6% 3.6% 16.3%Midwest 4.5% 13.4% 0.8% 2.3% 56.5% 5.5% 3.4% 18.5%Mountain-Pacific 13.2% 15.3% 0.9% 3.9% 50.3% 11.1% 10.4% 12.9%

By Education LevelUp to HS Graduate 3.6% 10.0% 0.3% 2.1% 44.9% 4.4% 2.2% 24.4%Up to College Grad. 8.4% 15.3% 0.8% 3.1% 59.1% 9.1% 6.6% 11.6%Postgraduate 7.9% 16.0% 1.2% 3.5% 53.6% 10.5% 8.7% 15.3%

By SportWater Sports 9.5% 18.5% 1.3% 5.0% 61.6% 11.4% 7.5% 10.4%Mountain Sports 12.0% 19.8% 1.2% 4.9% 64.5% 10.6% 8.6% 8.2%Winter Sports 19.6% 23.0% 3.6% 7.6% 65.6% 16.0% 15.8% 4.9%X-Treme Sports 11.8% 19.3% 1.9% 8.9% 66.1% 10.9% 7.2% 8.4%Road Sports 10.4% 21.6% 2.0% 5.7% 59.9% 11.8% 10.2% 9.5%

By PriceUnder $50 7.0% 14.7% 0.4% 2.0% 56.5% 7.1% 4.1% 13.7%Over $50 10.6% 17.2% 2.1% 6.3% 55.8% 9.2% 8.1% 7.7%



Sunglass Purchasers

25

Yes NoDon’t Know / Not

SureAll Respondents 14.8% 83.0% 2.3%Weighted Average 14.8% 82.9% 2.3%

By GenderMen 22.1% 74.8% 3.0%Women 8.1% 90.4% 1.6%

By AgeUnder 45 Years Old 19.6% 77.4% 3.0%Over 45 Years Old 10.1% 88.3% 1.5%

By Annual Household IncomeUnder $60K 11.0% 86.7% 2.4%$60K and Over 18.3% 79.5% 2.2%

By RegionNortheast 14.3% 83.2% 2.5%Southeast 13.7% 84.0% 2.3%Midwest 12.8% 85.3% 1.9%Mountain-Pacific 18.7% 78.9% 2.4%

By Education LevelUp to HS Graduate 9.0% 88.3% 2.7%Up to College Grad. 19.0% 79.2% 1.8%Postgraduate 20.3% 77.3% 2.5%

By SportWater Sports 24.9% 72.8% 2.3%Mountain Sports 23.9% 74.3% 1.9%Winter Sports 49.4% 48.9% 1.7%X-Treme Sports 32.9% 65.1% 2.0%Road Sports 32.3% 65.5% 2.3%

By PriceUnder $50 12.5% 85.7% 1.8%Over $50 37.0% 59.2% 3.8%



Sunglass Purchasers

26

Primarily sunglasses Primarily goggles











Q5. Do you primarily use sunglasses or goggles when participating in sport activities?

Sunglass Purchasers


27

Rx lenses Polarized lensesPhotochromic

lensesHydrophobic lens

treatmentAll Respondents 12.3% 75.2% 15.0% 23.7%Weighted Average 12.6% 75.3% 14.7% 23.8%









Sunglass Purchasers


28

Amber Blue Brown Copper Gray Green OrangeAll Respondents 10.3% 17.0% 16.5% 2.8% 22.9% 4.5% 3.6%Weighted Average 10.3% 17.0% 16.5% 2.8% 22.8% 4.5% 3.6%








Sunglass Purchasers



29

Pink / Rose Red Yellow Other Not SureAll Respondents 2.6% 2.5% 5.2% 6.5% 5.5%Weighted Average 2.5% 2.6% 5.2% 6.6% 5.5%

By GenderMen 1.3% 3.0% 5.8% 6.9% 4.7%Women 5.7% 1.3% 3.9% 5.4% 7.5%

By AgeUnder 45 Years Old 3.1% 3.3% 5.0% 7.8% 4.4%Over 45 Years Old 1.7% 1.1% 5.7% 4.0% 7.4%

By Annual Household IncomeUnder $60K 3.3% 3.7% 5.6% 8.3% 7.1%$60K and Over 2.2% 1.8% 5.1% 5.5% 4.6%

By RegionNortheast 2.2% 2.2% 4.5% 4.5% 4.9%Southeast 1.1% 2.7% 4.2% 6.6% 6.8%Midwest 3.5% 3.5% 7.1% 9.0% 5.1%Mountain-Pacific 4.0% 1.7% 5.7% 6.0% 4.5%

By Education LevelUp to HS Graduate 2.2% 5.8% 5.0% 10.8% 10.1%Up to College Grad. 1.3% 2.4% 4.9% 4.7% 2.6%Postgraduate 3.2% 1.7% 4.9% 4.9% 4.6%

By SportWater Sports 3.3% 2.3% 4.9% 6.7% 3.9%Mountain Sports 3.2% 2.6% 5.2% 6.3% 3.8%Winter Sports 4.7% 3.0% 4.7% 5.6% 5.6%X-Treme Sports 2.9% 2.4% 5.9% 7.1% 3.7%Road Sports 2.3% 2.8% 3.8% 6.5% 4.5%

By PriceUnder $50 4.1% 3.4% 4.8% 5.8% 6.8%Over $50 2.1% 3.2% 5.6% 2.4% 2.4%


Sunglass Purchasers


30

I like the look of the lens color/tint

The lens improve my overall vision

The lens color/tint helps block glare so I can perform

better

I've worn sunglasses with

that tint before and I wanted the same

I wanted to try a new lens color/tint

when I bought these sports SG Other Not Sure

All Respondents 42.5% 17.5% 30.8% 17.6% 11.2% 5.0% 7.0%Weighted Average 42.5% 17.5% 30.5% 17.8% 11.0% 5.1% 7.1%








Sunglass Purchasers



31

Surfing Snow Skiing Snow Boarding Skate boarding Moto Cross Riding BMX RidingMountain Bike

RidingAll Respondents 11.7% 35.6% 40.5% 14.9% 34.8% 25.3% 24.4%Weighted Average 10.0% 33.5% 38.9% 14.6% 37.9% 24.4% 24.3%









Sports Sunglass Purchasers


32

Rock Climbing Rally Cross Waterskiing Jet Skiing ATV Riding Road bicycle riding RunningAll Respondents 13.1% 24.3% 12.0% 14.1% 13.2% 18.2% 14.6%Weighted Average 12.2% 24.3% 12.2% 14.1% 13.5% 18.0% 14.6%











33

Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAll Respondents 6.5% 14.9% 9.3% 14.5% 12.3% 20.6% 18.4%Weighted Average 6.4% 15.6% 8.8% 14.6% 12.4% 20.2% 18.6%









Sunglass Purchasers


34

Tennis WalkingShooting (Skeet, Trap or Range)

None of the Above







By SportWater Sports 16.5% 9.0% 20.2% #N/AMountain Sports 12.5% 8.4% 20.3% #N/AWinter Sports 16.2% 15.4% 35.4% #N/AX-Treme Sports 19.5% 11.2% 17.8% #N/ARoad Sports 14.3% 12.1% 20.5% #N/A



Sunglass Purchasers


35

Rubber temple Lens polarization Mirrored lenses Safety rating UV ProtectionEye doctor

recommendation

Friends and family

recommendationAll Respondents 21.9% 51.8% 16.0% 35.7% 65.5% 23.6% 13.6%Weighted Average 21.9% 52.0% 16.1% 35.8% 65.4% 23.6% 13.5%








Sunglass Purchasers


Most Important

Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.

36

User / buyer review (i.e. Yelp) Comfort Durability

Warranty / insurance /

protection planAll Respondents 21.2% 74.0% 65.1% 25.9%Weighted Average 21.4% 73.9% 65.0% 25.9%








Most ImportantSunglass Purchasers

VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.

37


recommendation

Friends and family









Important

VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.

Sunglass Purchasers

38











Sunglass PurchasersImportant



39


recommendation

Friends and family









Somewhat ImportantSunglass Purchasers



40











VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.

Somewhat ImportantSunglass Purchasers

41


recommendation

Friends and family










Not ImportantSunglass Purchasers

42












Sunglass PurchasersNot Important

43


recommendation

Friends and family










Not Important At AllSunglass Purchasers


44











Sunglass Purchasers


Not Important At All


45

A Chain Sporting Goods Retailer

Local independent sporting goods

retailer Local skate shop Local ski shop Local bike shop Local surf shop ParagonAll Respondents 21.5% 8.5% 3.2% 6.2% 5.8% 3.3% 1.7%Weighted Average 21.7% 8.3% 3.1% 6.1% 5.9% 3.2% 1.6%











46

REI /EMS Zumiez Tilly’s Volcom Pacsun The O StoreAll Respondents 4.2% 2.8% 3.0% 4.9% 5.6% 5.4% 11.6%Weighted Average 3.9% 2.6% 2.8% 4.7% 5.4% 5.3% 11.6%










Local sporting goods retailer near sports activity


47

Independent optical retailer or chain optical retailer Online Retailer

Sunglass specialty retailer Other












48

Surfing Snow SkiingSnowboarding /

Tubing SkateboardingMoto Cross

Riding BMX RidingMountain Bike

RidingAugust 2011 1.9% 4.2% 4.3% 2.1% 1.2% 1.3% 6.5%August 2012 2.4% 3.7% 2.9% 2.7% 1.2% 1.3% 5.7%August 2014 1.9% 3.3% 2.3% 2.5% 1.0% 0.9% 5.6%

September 2015 2.1% 3.6% 2.2% 1.8% 1.0% 1.0% 5.2%

Rock Climbing RallyCross Waterskiing Jet Skiing ATV RidingRoad bicycle

ridingRunning

August 2011 2.9% 0.3% 3.8% 4.5% 7.0% NA NAAugust 2012 3.6% 0.4% 3.0% 4.9% 6.7% NA NAAugust 2014 2.9% 0.3% 2.5% 3.7% 5.8% 10.6% 23.9%

September 2015 3.1% 0.4% 2.1% 3.5% 5.5% 12.3% 25.2%

Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAugust 2011 NA NA NA NA NA NA NAAugust 2012 NA NA NA NA NA NA NAAugust 2014 21.8% 6.5% 24.4% 20.4% NA 7.4%

September 2015 22.2% 6.5% 27.3% 19.9% 16.8% 7.8% 12.5%

Tennis Walking Shooting (Skeet, Trap or Range)

None of the Above

August 2011 NA NA NA 54.2%August 2012 NA NA NA 43.1%August 2014 NA NA 8.3% 38.6%

September 2015 8.2% 65.5% 7.8% 18.8%

Sunglass Purchasers

Sunglass Purchasers



Sunglass Purchasers

Sunglass Purchasers

49

Spy Costa Del Mar Bolle Kaenon Native Eyewear Maui Jim Smith EyewearAugust 2011 8.2% 11.3% 15.1% 1.5% 5.2% 15.3% 6.4%August 2012 6.8% 8.0% 12.0% 1.2% 3.7% 13.3% 4.4%August 2014 6.3% 8.1% 9.6% 1.0% 3.7% 14.8% 3.8%

September 2015 7.8% 8.8% 9.5% 1.2% 3.5% 18.1% 4.3%

Quiksilver Gargoyles Electric Von Zipper Dragon Eyewear Oakley ArnetteAugust 2011 40.5% NA 3.6% 4.6% 6.2% 68.3% 4.9%August 2012 36.3% NA 2.7% 4.2% 4.8% 62.8% 3.6%August 2014 33.3% NA 2.3% 2.9% 3.9% 61.8% 3.2%

September 2015 33.8% 9.6% 2.1% 3.1% 4.0% 66.6% 4.1%

Roxy Stussy Ironman Shwood Wiley X Under Armour HobieAugust 2011 26.0% 8.3% NA NA NA NA NAAugust 2012 22.9% 7.7% NA NA NA NA NAAugust 2014 22.8% 6.8% NA 0.7% 3.0% 48.2% 9.5%

September 2015 20.3% 7.0% 13.8% 0.7% 3.1% 54.0% 8.2%

Vuarnet Other

August 2011 NA NA

August 2012 NA NA

August 2014 NA 18.9%

September 2015 5.6% 16.5%

Sunglass Purchasers

Sunglass Purchasers

Sunglass Purchasers


Sunglass Purchasers


50

Yes No


August 2011 12.3% 85.2% 2.5%August 2012 13.1% 84.5% 2.4%August 2014 12.8% 84.3% 2.9%

September 2015 14.8% 83.0% 2.3%

Primarily Sunglasses Primarily Goggles



August 2011 NA NA NA NAAugust 2012 NA NA NA NAAugust 2014 65.3% 14.7% 16.1% 3.9%

September 2015 72.5% 11.0% 13.8% 2.7%

Rx (Prescription) lenses Polarized lenses

Photochromic lenses (get darker

in the light)

Hydrophobic lens treatment (water repellent/anti-fog)

August 2011 NA NA NA NA

August 2012 NA NA NA NA

August 2014 15.4% 70.4% 16.6% 29.4%

September 2015 12.3% 75.2% 15.0% 23.7%

Sunglass Purchasers


Q5: Do you primarily use sunglasses or goggles when participating in sport activities?





51

Amber Blue Brown Copper Gray Green Orange

August 2011 NA NA NA NA NA NA NA


August 2014 11.0% 13.4% 14.1% 3.2% 19.8% 5.2% 4.5%

September 2015 10.3% 17.0% 16.5% 2.8% 22.9% 4.5% 3.6%

Pink / Rose Red Yellow Other Not Sure

August 2011 NA NA NA NA NAAugust 2012 NA NA NA NA NAAugust 2014 3.8% 2.8% 7.2% 8.4% 6.6%

September 2015 2.6% 2.5% 5.2% 6.5% 5.5%

I like the look of the lens color/tint.

The lenses improve my overall vision.

The lens color /tint helps block glare so that I can perform

better.

I’ve worn sunglasses with

that lens color / tint before and I

wanted the same type.

I wanted to try a new lens color /

tint when I bought these sport sunglasses. Other Not Sure



August 2014 37.5% 20.2% 35.8% 21.3% 10.4% 5.9% 5.8%

September 2015 42.5% 17.5% 30.8% 17.6% 11.2% 5.0% 7.0%







52

Surfing Snow SkiingSnowboarding /

Tubing SkateboardingMoto Cross

Riding BMX RidingMountain Bike

RidingAugust 2011 14.1% 36.9% 29.9% 13.8% 37.3% 23.0% 18.6%August 2012 14.9% 37.2% 36.4% 12.2% 32.0% 24.3% 21.9%August 2014 9.0% 29.3% 26.0% 4.5% 21.8% 15.6% 14.7%

September 2015 11.7% 35.6% 40.5% 14.9% 34.8% 25.3% 24.4%

Rock Climbing RallyCross Waterskiing Jet Skiing ATV RidingRoad bicycle

ridingRunning

August 2011 11.7% 22.0% 11.1% 16.1% 17.4% NA NAAugust 2012 15.6% 19.2% 12.6% 15.7% 20.8% NA NAAugust 2014 8.7% 10.3% 10.6% 12.4% 14.7% 10.3% 8.5%

September 2015 13.1% 24.3% 12.0% 14.1% 13.2% 18.2% 14.6%

Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAugust 2011 NA NA NA NA NA NA NAAugust 2012 NA NA NA NA NA NA NAAugust 2014 4.8% 15.4% 6.4% 11.1% NA 10.4% NA

September 2015 6.5% 14.9% 9.3% 14.5% 12.3% 20.6% 18.4%

Tennis Walking Shooting (Skeet, Trap or Range)

None of the Above

August 2011 NA NA NA NAAugust 2012 NA NA NA NAAugust 2014 NA NA 16.0% 4.4%

September 2015 14.0% 6.9% 17.8% 7.7%



Sunglass Purchasers

Sunglass Purchasers

Sunglass Purchasers

Sunglass Purchasers

53

Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score

August 2011 NA NA NA NA NA NA


August 2014 6.2% 13.0% 32.6% 27.0% 21.1% 2.44

September 2015 6.4% 14.0% 29.5% 28.2% 21.9% 2.45




August 2014 2.2% 4.2% 15.9% 28.6% 49.1% 3.18

September 2015 2.3% 2.6% 12.0% 31.3% 51.8% 3.28




August 2014 17.3% 25.4% 23.6% 19.4% 14.3% 1.88

September 2015 15.7% 22.8% 23.9% 21.4% 16.0% 1.99




August 2014 3.1% 7.1% 21.2% 31.9% 36.6% 2.92

September 2015 4.4% 6.9% 21.1% 31.8% 35.7% 2.87



Mirrored lenses


Safety rating


Rubber Temples

Lens polarization



54




August 2014 1.3% 2.9% 8.6% 23.6% 63.6% 3.45

September 2015 1.0% 1.0% 7.4% 25.1% 65.5% 3.53




August 2014 9.3% 19.8% 24.5% 24.3% 22.1% 2.30

September 2015 10.7% 15.6% 25.0% 25.1% 23.6% 2.35




August 2014 11.7% 22.2% 29.3% 22.3% 14.5% 2.06

September 2015 11.4% 18.3% 34.0% 22.7% 13.6% 2.09




August 2014 10.4% 15.3% 28.5% 26.0% 19.6% 2.29

September 2015 8.2% 13.0% 29.6% 28.0% 21.2% 2.41


UV protection


Friends and family recommendation


Eye doctor recommendation




User / buyer reviews (i.e. Yelp)

55




August 2014 0.6% 0.6% 4.7% 21.5% 72.5% 3.65

September 2015 0.4% 0.2% 4.5% 20.8% 74.0% 3.68




August 2014 0.8% 1.6% 6.8% 26.7% 64.1% 3.52

September 2015 1.0% 0.8% 6.8% 26.3% 65.1% 3.54




August 2014 8.0% 13.8% 24.5% 25.3% 28.3% 2.52

September 2015 9.2% 12.0% 25.7% 27.1% 25.9% 2.48




Comfort


Durability


Warranty / insurance / protection plan

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A Chain Sporting Goods Retailer

Local independent sporting goods

retailer Local skate shop Local ski shop Local bike shop Local surf shop ParagonAugust 2011 18.4% 7.8% 2.6% 10.1% 4.6% 3.1% 0.5%August 2012 11.9% 20.8% 7.4% 2.3% 7.9% 4.7% 2.0%August 2014 24.2% 9.9% 3.3% 6.2% 5.4% 4.5% 1.6%

September 2015 21.5% 8.5% 3.2% 6.2% 5.8% 3.3% 1.7%

REI /EMS Zumiez Tilly’s Volcom Pacsun The O Store

Local sporting goods retailer near

sports activityAugust 2011 2.9% 2.5% 1.5% 1.8% 3.3% 4.1% 14.1%August 2012 0.7% 3.5% 2.7% 1.7% 4.7% 4.8% 13.7%August 2014 3.7% 3.5% 3.5% 2.9% 5.2% 5.4% 13.4%

September 2015 4.2% 2.8% 3.0% 4.9% 5.6% 5.4% 11.6%

Independent optical retailer or chain optical

retailer Online Retailer

Sunglass specialty retailer (e.g. Sunglass Hut) Other

August 2011 10.0% 14.5% NA 21.5%August 2012 13.6% 16.8% NA 19.2%August 2014 13.6% 20.8% NA 18.1%

September 2015 11.7% 19.8% 18.6% 17.6%






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Appendix B: 2015 Vision Council Sports Sunglasses Survey

Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): We would now like to ask you a few brief questions about sport sunglasses. These are sunglasses developed for outdoors sporting activities with physical activity.

Ask if Consumer Wears Plano or Rx Sunglasses Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): E1. Which of these activities have you taken part in during the past year? Select All That Apply; Randomize Responses; Two Columns; Anchor A25 “None of the Above” at the end.

A1: Surfing A2: Snow Skiing A3: Snowboarding A4: Skateboarding A5: Moto Cross Riding A6: BMX Riding A7: Mountain Bike Riding A8: Rock Climbing A9: Rallycross A10: Waterskiing A11: Jet Skiing A12: ATV Riding A13: Road bicycle riding A14: Running A15: Camping A16: Hunting A17: Hiking A18: Fishing / Angling Boating Baseball Golfing Tennis Walking Shooting (Skeet, Trap or Range) None of the Above

Ask if E1 = A1‐A18 E2: What is your favorite sport sunglass brand?

Open Ended Text Box

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Ask if Consumer Wears Plano or Rx Sunglasses Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): E3: Please indicate if you recognize any of the following sport brands? Select All That Apply; Two Columns; Randomize Responses (Anchor A22 “Other”)

A1: Spy A2: Costa Del Mar A3: Bolle A4: Kaenon A5: Native Eyewear A6: Maui Jim A7: Smith Eyewear A8: Quiksilver A9: Gargoyles A10: Electric A11: Von Zipper A12: Dragon Eyewear A13: Oakley A14: Arnette A15: Roxy A16: Stussy A17: Ironman A18: Shwood A19: Wiley X A20: Under Armour A21: Hobie A22 Other A23 Vuarnet

Ask if Consumer Wears Plano or Rx Sunglasses Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): E4: Have you purchased, or do you own, sunglasses (or goggles) that you use primarily for sport activities? Select one

A1: Yes A2: No A3: Don’t Know / Not Sure

Ask if E4 = A1 E5: Do you primarily use sunglasses or goggles when participating in sport activities? Select one (Rotate responses A1 – A3 and anchor A4 “Don’t Know / Not Sure”)

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A1: Primarily sunglasses A2: Primarily goggles A3: I use both sunglasses and goggles equally A4: Don’t Know / Not Sure

Ask if E4 = A1 E6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features? Select all that apply (Randomize)

A1: Rx (Prescription) lenses A2: Polarized lenses A3: Photochromic lenses (get darker in the light) A4: Hydrophobic lens treatment (water repellent/anti‐fog)

Ask if E4 = A1 E7: What color are the lenses in your sports sunglasses (or goggles)? Select one (Rotate responses A1 – A10 and anchor A11 and A12‐‐“Other” and “Not Sure”)

A1: Amber A2: Blue A3: Brown A4: Copper A5: Gray A6: Green A7: Orange A8: Pink / Rose A9: Red A10: Yellow A11: Other A12: Not Sure

Ask if E7 = A1‐A11 E8: Why did you purchase sunglasses with that specific color / tint? Select all that apply (Rotate responses A1 – A5 and anchor A6 and A7‐‐“Other” and “Don’t Know”)

A1: I like the look of the lens color/tint. A2: The lenses improve my overall vision. A3: The lens color /tint helps block glare so that I can perform better.

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A4: I’ve worn sunglasses with that lens color / tint before and I wanted the same type. A5: I wanted to try a new lens color / tint when I bought these sport sunglasses. A6: Other A7: Not Sure

Ask if E4 = A1 E9: For which of these activities do you have specific sport sunglasses or goggles that you use? Select All That Apply

Pipe in the activities from E6 in which the respondent takes part. Also, please add a “None of the Above” answer option at the end of the response list

Ask if E4 = A1 E10: Please indicate the value / importance of the following attributes when purchasing a pair of high‐quality premium sport sunglasses. Matrix‐style question (FIVE POINT BANNER SCALE: 1=Very Important; 2=Important; 3=Somewhat Important; 4=Not Important; 5=Not Important At All) (Randomize answer stubs A1‐ A11)

A1: Rubber temples A2: Lens polarization A3: Mirrored lenses A4: Safety rating A5: UV protection A6: Eye doctor recommendation A7: Friends and family recommendation A8: User / buyer reviews (i.e. Yelp) A9: Comfort A10: Durability A11: Warranty / insurance / protection plan

Ask if E4 = A1 E11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses? Select All That Apply; Two Columns; Rotate Responses A1‐A17; Anchor A18 “Other” at the end

A1: A Chain Sporting Goods Retailer (i.e. Sports Authority, Modell’s, Dick’s, Footlocker , etc.)

A2: Local independent sporting goods retailer A3: Local skate shop

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A4: Local ski shop A5: Local bike shop A6: Local surf shop A7: Paragon A8: REI /EMS A9: Zumiez A10: Tilly’s A11: Volcom A12: Pacsun A13: The O Store A14: Local sporting goods retailer near sports activity A15: Independent optical retailer or chain optical retailer A16: Online Retailer A17: Sunglass specialty retailer (e.g. Sunglass Hut) A18: Other

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Documents

september 2015 vision council visionwatch sports sunglass report