The Outdoor Industry Association has taken a very important first step toward growing human powered outdoor participation by completing the most exhaustive research study of consumer trends conducted to-date. This research does not specifically solve any problems; rather, it is a tool to be used by manufacturers, vendors, and retailers alike to help the industry expand.
The research, conducted by Harris Interactive, was designed to meet four specific goals. It identifies and profiles the current U.S. participation in human powered outdoor recreation; it explores the dynamics behind the adoption, participation, and abandonment of outdoor activities; it identifies the areas that represent the most opportunity for growth in human powered outdoor participation, and finally it will help develop strategies so the OIF can target and motivate key target groups that represent the highest opportunity.
Three major implications were drawn from this research. First, the industry should invest in recruiting participants at a young age because most people who start an outdoor activity at a young age stay with this activity for life.
Second, there are a few major gateway activities that attract participants to human powered outdoor activity, and these are hiking biking and camping. These three activities are simple to learn, and recruit participants into more complex activities. Making these three activities easily accessible, affordable and fun will spur growth in the other sectors of the outdoor market.
Finally, the industry needs to communicate through retailers, organizations and at events to let people know that human powered outdoor recreation is accessible. The Foundation also points out the fact that by sponsoring, or co-sponsoring events, specialty retailers and vendors are put into the position of being the experts on that particular activity, which can foster more confidence in your customer.
Going above and beyond studying those who do participate, Harris Interactive gathered demographic data on those who do not participate.
Currently about 57% of the total U.S. population is involved in some sort of human powered outdoor recreation. Of the 43% who do not participate, over half are interested in trying outdoor recreation. The grand total for the potential market comes to 81% of the U.S. population or 237 million people.
The highlight provided here is only a glimpse of the many tools that the OIA has provided the industry with this study. The report was unveiled at the inaugural industry breakfast at the OR Winter Market, where the members of the OIA challenged the attendees to take this information, read it, digest it, and come up with three ways to change your business based on it.
We couldnt agree more.
