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*/^ denotes values higher/lower than all outdoor consumers at a 95% level of confidence.
WHO IS THE CAMPING CONSUMER?29% OF THE U.S. OUTDOOR CONSUMER POPULATION
Source: 2014 outdoor consumer segmentation study conducted by Outdoor Industry Association
Campers want to get outside and are willing to travel to �nd adventure. For them, it’s a place to be active, connect with nature and create memorable experiences with friends and family. They use technology to �nd their next adventure, but turn it o� once they arrive at their campsite.
Campers are looking to spend more time outside and learn new outdoor activities, particularly with their families. On average, they participate in 8 traditional and 13 non-traditional activities per year.
They are likely to combine traditional and non-traditional activities with their camping trip. Other activities they participate in:
OUTDOOR PARTICIPATION
DEMOGRAPHICS
MEDIAN AGE HAVE KIDSAT HOME
CAMPERS FEMALE 43%^ MALE 57%*
43%* EARN $75K OR MORE36
ALL OUTDOORCONSUMERS
GEOGRAPHYHOUSEHOLDINCOME
Compared to all outdoor consumers, they tend to be…
YOUNGER LIVE IN WESTERNCITY CENTERS
SLIGHTLY MOREAFFLUENT
HAVE KIDS AT HOME
MALE
GENDER
WEST 29%*
CITY CENTERS/OUTSKIRTS 38%*54%*
FEMALE 51% MALE 49%
38% EARN $75K OR MORE41 WEST 24%
CITY CENTERS/OUTSKIRTS 34%
43%
42%*
Are more likely to be…
OUTDOOR CONSUMER SEGMENTS
WHY ARE THEY VALUABLE TO OUTDOOR?
25* HOURS19 HOURS
35%
SPEND MORE TIME OUTSIDE (MEAN # PER WEEK)
46%*
SEE THEMSELVES BEING A VERY ACTIVE PERSON INTO THEIR OLD AGE (TOP TWO BOX)
55%61%*
BELIEVE ITS IMPORTANT THAT THIS COUNTRY CONSERVES ITS NATURAL RESOURCES
36%47%*
FEEL WE SHOULD BE CREATING MORE SPACES FOR OUTDOOR RECREATION
THE ACHIEVER
THE ASPIRATIONAL
CORE
THE OUTDOOR
NATIVE
Campers are highly engaged with the outdoors and nearly half of them will continue to be in their old age. They are leading the future of the industry by being a strong advocate for conserving the nation’s natural resources and creating more spaces for outdoor recreation.
OUTDOOR MOTIVATIONS AND HINDRANCES
TO H
AVE FUN
TO CONNECT WITH NATURE
TO ESCAPE FROM EVERYDAY LIFE TO HAVE AN A
DVENTURE
TOP MOTIVATIONS
THE
AMOUNT O
F FREE TIME I HAVE
THE COST
PERSONAL ENERGY LEVEL ACCESSIB
ILIT
Y OF
KID-FRIENDLY ACTIV
ITIE
S
TOP BARRIERS
Campers focus on the enjoyment and experience of getting outside. Outdoor recreation is also viewed as a way to give their life balance – a time to re�ect and relieve stress.
Click on the segment to learn more.
TRADITIONAL
NON-TRADITIONAL
SWIMMING (IN A POOL, LAKE, OCEAN, ETC.)
GOING TO A PARKOR PLAYGROUND
TRAVEL DOMESTICALLY(VS. 36% OUTDOOR CONSUMERS)
21%*
RUNNING / JOGGING (OUTDOORS)
GARDENING
BICYCLING (ON A ROAD / PAVED SURFACE)
ATTENDINGCOMMUNITY ACTIVITIES
SIGHTSEEING
FISHING / FLY FISHING BOATING/SAILINGDAY HIKING
GOING TO THE BEACHATTENDING OUTDOOR CONCERTS / FESTIVALS
Seeking new experiences and a greater connection to nature, a signi�cant number of campers (42%) believe traveling farther into the outdoors (mountains, ocean, etc.) is more rewarding than being close-to-home
TRAVEL
DONE ON A REGULAR BASIS:
Campers do extensive research online before they buy, however, they will look to retailers’ sales sta� for ideas and recommendations. They want the best on the market in respect to function and spend an average of $719* per year on apparel and gear. They are willing to spend more for products that enhance their outdoor experience and have shown a preference for traditional athletic and outdoor brands.
SHOPPING STYLE
SHOP BOTH ONLINE AND IN-STORE AT THE FOLLOWING: SOME OF THE RETAIL FEATURES THAT ARE IMPORTANT TO THEM:
MASS MERCHANDISERS (E.G. TARGET, WALMART)
OUTDOOR RETAILERS (E.G. THE NORTH FACE, REI)
SPORTING GOODS CHAIN STORES (E.G. DICK’S SPORTING GOODS, SPORTS AUTHORITY)
HAS SPECIALS OR SALES (64%*)
CARRIES PRODUCTS FOR THE ENTIRE FAMILY (63%*)
OFFERS FREE SHIPPING OR RETURNS ON THEIR WEBSITE (56%*)
ALLOWS YOU TO COMPARE PRICES (54%*)
KNOWLEDGEABLE SALES STAFF (53%*)
BRANDS USED
TRAVEL ABROAD (VS. 16% OUTDOOR CONSUMERS)
