FS 97-16 November, 1997

OUTDOOR RECREATION TRENDS AND MARKET OPPORTUNITIES

IN THE UNITED STATES

H. KEN CORDELL, BARBARA L. MCDONALD, J. ALDEN BRIGGS,

R. JEFF TEASLEY, ROBERT BIESTERFELDT,

JOHN BERGSTROM, AND SHELA H. MOU

Cordell and McDonald are Research Social Scientists and Mou is Computer Assistant at the U.S.D.A. Forest Service, Southern Research Station, Athens, GA; Teasley and Bergstrom are Project Coordinator and Professor, respectively, University of Georgia Department of Agricultural & Applied Economics, Athens, GA; Briggs is with the Sporting Goods Manufacturers Association, and Biesterfeldt is an independent writer/consultant.

This report was produced by the joint University of Georgia and U.S.D.A. Forest Service Environmental Resources Assessment Group (ERAG) under the direction of John Bergstrom and Ken Cordell in partial fulfillment of ERAG Cooperative Agreements.

_____________________________________________________________________________

Dept. of Agricultural & Applied Economics

College of Agricultural & Environmental Sciences

University of Georgia

______________________________________________________________________________

ABSTRACT---

In 1994 and 1995, the National Survey of Recreation and the Environment (NSRE) was accomplished by interviewing approximately 17,000 Americans over age 15 in random-digit-dialing telephone samplings. The primary purpose was to learn about the outdoor recreation activities of people over age 15 in the United States. They were asked about their participation in 62 specific recreation activities.

Faculty Series are circulated without formal review. The views contained in this paper are the sole responsibility of the authors.

FOREWORD

The 1994-95 National Survey on Recreation and the Environment (NSRE) is the latest in a series of national surveys that was started in 1960 by the Outdoor Recreation Resources Review Commission (ORRRC). Since that time, six additional surveys were conducted in 1965, 1970, 1972, 1977, 1982-83, and 1994-95. Through the years, the series has experienced changes in funding, sponsorship, methodology, and composition. In 1960, interviews were done in person over four seasons. In 1965, interviewing was done only in early fall. The 1970 survey instrument was a brief mailed supplement to the national fishing and hunting survey. The 1977 and 1994 surveys have been conducted by telephone, and the 1982 survey was conducted in person in cooperation with the National Crime Survey.

The agencies responsible for the survey have changed considerably over the years. The ORRRC, which did the first survey in 1960, recommended that subsequent surveys be completed at 5-year intervals, but consistent funding and responsibility were not created. From 1965 through 1977, the work was done by the Bureau of Outdoor Recreation and its successor, the Heritage Conservation and Recreation Service. Those Agencies were abolished in 1981, and responsibility for the survey fell to the National Park Service in the U. S. Department of the Interior (USDI). The National Park Service coordinated the development of a consortium that included itself, the Forest Service in the U.S. Department of Agriculture (USDA), the Department of Health and Human Services' Administration on Aging, and the USDI's Bureau of Land Management.

By the late 1980's, it was clear that the National Park Service would no longer assume the financial and organizational demands of a large national survey. Park Service officials asked the Forest Service to assume its coordinating role for the next National Recreation Survey. The Outdoor Recreation and Wilderness Assessment Group, a part of the research branch of the

Forest Service, assumed this role jointly with the National Oceanic and Atmospheric Administration (NOAA). The final list of sponsoring agencies for the 1994-95 effort includes the USDA Forest Service, the USDI Bureau of Land Management, the U.S. Army Corps of Engineers, the U.S. Environmental Protection Agency, and the USDA's Economic Research Service. NOAA discontinued its involvement shortly before data collection began. The Sporting Goods Manufacturers Association also joined as a sponsor. In addition, valuable assistance and resources were provided by the National Park Service, the University of Georgia, and Georgia Southern University. The University of Indiana cosponsored the section on people with disabilities.

The name "National Survey on Recreation and the Environment" was coined to reflect the growing interest by Americans in their natural environment. To address that interest, the scope of the survey was expanded from that of earlier surveys to include more issues related to natural resources and the environment.

EXECUTIVE SUMMARY

In 1994 and 1995, the National Survey of Recreation and the Environment (NSRE) was accomplished by interviewing approximately 17,000 Americans over age 15 in random-digit-dialing telephone samplings. The primary purpose was to learn about the outdoor recreation activities of people over age 15 in the United States. They were asked about their participation in 62 specific recreation activities.

Human Powered Outdoor Recreation: The Enthusiasts

The Outdoor Products Council of the Sporting Goods Manufacturers Association, an NSRE sponsor, is interested in the participation patterns of individuals in human powered outdoor recreation. Activities such as hiking, canoeing and kayaking, mountain climbing, and bicycling, are included in this category. Much of this report focuses specifically on the activity patterns of individuals who reported the highest rates of participation in one or more human powered outdoor recreation activities. Enthusiasts, as defined for this report by the Outdoor Recreation Coalition of America and the study's analysts, comprise the most active one-third of participants in human powered outdoor recreation. Enthusiasts account for a large majority of outdoor recreation participation, even though their numbers are relatively small. Most outdoor recreation enthusiasts, and human powered enthusiasts in particular, are either under 25 years of age or in their 30s. They are well educated. Although most of them are men, many women are outdoor enthusiasts as well.

Human Powered Outdoor Recreation: Market Segments

One of the most important results of the NSRE is the division of the U.S. population into groups with similar recreation interests. Very often people that share an interest in one recreation activity also share interests in others. Therefore, individuals who participate in human powered outdoor recreation also participate in other types of outdoor recreation. Seven interest patterns were identified. The separate patterns suggest that people in different segments are seeking different kinds of experiences from outdoor recreation. The groupings, therefore, should be meaningful for marketing of outdoor recreation services and equipment. The seven identified market segments were Sports Hogs, Fitness Buffs, Nature Lovers, Fishin' and Huntin' Avids, the Bass Club, Passives, and Do Nothings.

Sports Hogs like individual sports, team sports, winter sports, horseback riding, boating of all kinds, swimming, snorkeling, and watching outdoor sports events and concerts. There are 19.6 million Sports Hogs in the country. They like many activities, and they pursue them with gusto. They are among the best customers for sporting goods and outdoor equipment manufacturers

Fitness Buffs enjoy running, walking, biking, hiking, and swimming. There are 21.8 million of them. Findings suggest that they engage in a wide range of activities, and that they have the income to enjoy them. This segment also represents important customers for sporting goods manufacturers and retailers.

Among the favorite activities of Nature Lovers are walking, birdwatching, wildlife and fish viewing, nature study, sightseeing, and going to visitor centers. About 26.6 million Americans over age 15 are Nature Lovers. They like quiet activities in natural settings. About two-thirds of them are women.

Fishin' and Huntin' Avids share interests in fishing, camping, group activities, walking, and hiking. They enjoy nature, but their interest leans toward use of wildlife and fish rather than toward viewing and understanding alone. Fifty-eight percent of this group is male.

Members of the Bass Club also love to fish, but they are not as enthusiastic about other activities as members of the preceding group.

Passives visit the outdoors for sightseeing, enjoyment of beaches, picnicking, getting together with family and friends, and walking. They seldom engage in more vigorous pursuits. There are 43.8 million Passive Americans over age 15. As one might expect, a large number are over 55 years old, but a surprising 17 percent are 16-24. Twenty-four percent of Passives are minority group members.

Do Nothings are the largest group (45.7 million) of Americans over age 15. Their rates of participation in all outdoor recreation activities are extremely low.

The human powered outdoor recreation market is discussed from the perspective of the seven distinct market segments identified in the NSRE. For example, individuals involved in sports and those involved in fitness activities represent two prominent and distinct market segments of human powered outdoor recreation participation. Individuals involved in sports tend to be more social, and they are more interested in mastery--winning appears to be a primary motivator for these individuals. In addition to active participation, this group also likes to attend outdoor sporting events. Fitness participants, on the other hand, are interested in health and personal improvement. They enjoy outdoor learning activities of all types. Human powered outdoor recreation participation is therefore found in most of the seven segments, but in differing forms and frequencies. As such, this market segmentation should provide opportunities for the outdoor industry to tailor its marketing, and to more effectively allocate its marketing investment.

Mass Markets in Outdoor Recreation

Results show that 94.5 percent of Americans participated in at least one of the surveyed forms of outdoor recreation in 1994. That percentage translates into 189 million participants nationwide. Walking is the single most popular activity, with about 134 million participants. Other activities with over 100 million participants include visiting a beach, gathering outdoors with the family, and sightseeing.

Activities with 60 to 99 million participants include picnicking, visiting a nature center, visiting a historic site, playing yard games, attending sporting events, outdoor pool swimming, other outdoor swimming, visiting a visitor center, and wildlife viewing. Those with 40 to 60 million participants are boating, skiing, birdwatching, fishing, hiking, water-based nature study, running or jogging, and motorboating. Activities with 25 to 40 million participants are developed-area camping, visiting a prehistoric site, volleyball, off-road driving, softball, warmwater fishing, golf, primitive-area camping, fish viewing, and basketball.

A wide range of activities ranging from tennis to surfboarding and windsurfing attracted less than 25 million participants. Even windsurfing, the least popular of all the activities listed, attracted more than 2 million participants. Thus, there are mass markets for over 60 individual recreation activities. Many activities with less than 25 million participants-such as caving and mountain climbing-require specialized equipment and training.

Outdoor Recreation Trends Since 1982

Since 1982, the population of the nation has increased and the proportion of people participating in at least one activity has risen from 89 to 94.5 percent. As a result, numbers of participants have increased for almost all activities.

In addition, in the 1994 survey a greater variety of activities were included because of their growing popularity. These activities include orienteering, mountain climbing, rock climbing, caving, and specific kinds of nature viewing. Since 1994, more such specialized activities have become more visible. Future surveys should anticipate this growing trend toward specialized outdoor activities.

Marketing Data on Outdoor Recreation Participants

To assist with the marketing of individual recreation activities, various characteristics of the participants in individual activities and groups of activities were tabulated. These characteristics include distributions by age, income, race, sex, size of household, and number of cars in the household.

As one might expect, participation in activities requiring vigorous exercise is considerably higher for young and middle-aged people than for those over 60. Considerable numbers of people over 60 are participants, however. Many of these older people have greater time to recreate because they are retired, and interest in maintaining physical fitness is growing for people of all ages.

For most activities, participation is low for people with family incomes below $25,000 per year. Interestingly, it often is also low for people with incomes above $100,000. Participation is highest for people with family incomes between $25,000 and $75,000 per year. It appears, therefore, that many outdoor recreation activities are enjoyed primarily by the middle class.

Participation in team sports is greater for African-Americans than for people in other racial groups. For many, camping is a traditional family activity, and participation increases as family size increases.

Constraints

People were asked if they felt constrained in their participation in outdoor recreation activities. Lack of time and money were most frequently mentioned. A lack of people to do activities with suggests that many people might be attracted to recreate by providing compatible groups for them to join. Inadequate information was also cited. Adequate information probably has been compiled, but systems for distributing the information often fail. Concerns about personal safety were often expressed by Nature Lovers, who are predominantly female, and Do Nothings, who are predominantly over 50 years old and many of whom are minority group members.

Detailed Tables

Probably the most important NSRE results are detailed tables that show rates of participation in individual activities and groups of activities. They also show distributions of participants by age, income, sex, race, and size of household. Relevant tables are located following the text in each chapter.

CHAPTER 1: INTRODUCTION

This report is one of a series that describes the results of the 1994-95 National Survey on Recreation and the Environment (NSRE). The emphasis in this report is on the opportunities manufacturers and retailers have to supply products, equipment, and services for outdoor recreation in the United States now and in the years ahead.

A hundred years ago, Americans realized that their Nation's rapidly expanding industrial systems were not providing satisfactory lives for factory workers. People who had grown up on farms in America and Europe found few pleasures on the crowded streets of the growing cities. One solution was for public agencies to provide recreation facilities and parks located where workers could enjoy them. Another was for private investors to provide outdoor opportunities and services at prices workers could afford. Results of government efforts include public parks, beaches, and forests. Results of private efforts include sporting events, private resorts and facilities for outdoor recreators, information and travel services for tourists, and a wide variety of products and services designed specifically for outdoor recreation participants.

All these efforts made impressive improvements in the quality of the lives of American workers. And the resulting profits were equally impressive. A hundred years ago, who would have dared to predict the huge public interest in professional sports by the end of the 20th century? Who would have guessed that professional athletes would be among the Nation's best-paid employees? It would have taken amazing imagination to see how important recreation would become.

Predicting demands for recreation goods and services has not become easier. Some see outdoor recreation as a mature industry with slowing growth potential. The findings from the NSRE point to a more promising, growth oriented future for outdoor recreation in the years ahead.

There are two primary indicators for this optimism. The first is that the NSRE finds that 19 out of 20 Americans over the age of 15 already participate in some form of outdoor recreation. It also shows that participation tends to increase as income increases, up to a point. Although the kind of participation varies widely, the NSRE shows that the U.S. is still a nation of individuals who enjoy the outdoors.

The second reason for optimism is that we see a growing psychological need for recreation in natural settings. Increasingly, the professional and personal lives of Americans are dominated by images on computer monitors and television screens. We expect people increasingly to seek natural, outdoor settings for their leisure activities. Because outdoor activities provide a sense of vitality that is not available indoors, many people attach special importance to outdoor activities. Some Americans already prefer to think of themselves as tennis players, golfers, hikers, and fishers rather than as accountants, lawyers, sales agents, and computer operators.

Since the factory system was introduced into Western culture, outdoor recreation has been helping people to refresh and renew themselves. It has been as vital to managers as to factory workers. There is every reason to believe that recreation will be even more important in a world dominated by the virtual reality of the World Wide Web.

Survey Methods

The 1994-95 NSRE was conducted to discover and describe: (1) participation by Americans in outdoor recreation activities, (2) favorite activities and constraints on participation in them, (3) uses and values of wildlife and wilderness, (4) attitudes about recreation policy issues, (5) outdoor recreation patterns and needs of people with challenging and disabling conditions, and (6) recreational trips people take away from home. NSRE data will be used by a variety of public and private organizations for various purposes. The emphasis in this report, of course, is on emerging markets for private investors and on human powered activities.

The NSRE survey was comprised of two random-digit-dialing (RDD) telephone surveys. In the first survey, with a target sample of 12,000 Americans above the age of 15, people were asked questions in four areas: (1) participation in activities and the numbers of days and trips spent in recreation activities, (2) the characteristics of recreation trips, (3) barriers and constraints to outdoor recreation, and (4) alternative strategies for charging user fees for recreation. The average length of interviews for this survey was 20 minutes.

In the second survey, the target sample was 5,000 Americans above age 15. People were asked about their participation in specific outdoor recreation activities and the benefits of that participation. Each respondent also was asked questions in three of five additional randomly assigned modules: (1) favorite activities and barriers and constraints to participation in them, (2) wilderness issues, (3) wildlife issues, (4) awareness about public land management agencies, and (5) freshwater-based trips. For each of the randomly assigned modules, sample size was approximately 2,500.

In both surveys, respondents were asked if they had a disability or challenging physical condition. If the answer was positive, additional questions about accessibility of recreation areas were asked. If respondents indicated that a disabled person other than themselves lived in the home, the disabled person was contacted and interviewed at a convenient date.

Data were collected from January 1994 through May 1995. A total of 17,216 useable interviews were completed-12,214 for survey one and 5,002 for survey two. One goal of survey one was to have valid samples in each of eight regions in the United States. A minimum sample size of 900 was set for regions 1 through 7 and a minimum of 400 was set for Alaska. The Nation's population is heavily concentrated in the Northeast and the South, so individuals in these regions were proportionately under represented in the first survey. Samples for the second survey were based on population distribution, so almost 47 percent of the samples were in the Northeast and more than 30 percent were in the South.

Sources of Error

State-by-state random digit dialing was employed to sample households across the country. This approach, however, reaches a random sample of telephone numbers, rather than of people. Affluent families are virtually certain to have a telephone number and many have more than one. At the other end of the affluency scale, many low-income households may not have a telephone. As a result, affluent people may have been over-represented somewhat in the survey sample. Demographic characteristics of the NSRE sample are compared with 1990 Census estimates for individuals 16 and above in table 1.1. Differences in age, race, and gender were adjusted for over or under representation during data analysis.

In viewing the results presented in this report, it is important to remember that individuals were asked about their personal participation in specific recreation activities. But they were also asked about the characteristics of their households. Thus, when we report the relationship of family size to rate of participation, the percentages given represent the proportions of respondents in various sizes of households who participated in specific activities.

Activities, Singly and In Groups

Questions were asked about participation in 62 specific outdoor recreation activities. For analysis and description of results, it was useful to place these activities into 13 groups. For simplicity, each activity was placed in only one category. In many cases, however, activities could have been placed in more than one category. Bicycling, for example, was classed as a fitness activity, which it is for many people. For others, however, bicycling might best be classed as an outdoor adventure activity.

Table 1.1-Comparison of the NSRE survey sample with 1990 Census of Population Estimates.

The activity groups and the individual activities surveyed were:

Fitness

Running, jogging

Bicycling

Walking

Individual sports

Golf

Tennis

Outdoor team sports

Baseball

Softball

Football

Basketball

Soccer

Volleyball

Handball

Outdoor spectator activities

Concerts

Sports events

Viewing or studying

Nature centers

Visitor centers

Prehistoric sites

Historic sites

Bird watching

Wildlife viewing

Fish viewing

Nature study near water

Sightseeing

Visiting a beach or waterside

Snow and ice activities

Ice skating

Snowboarding

Sledding

Downhill skiing

Cross-country skiing

Snowmobiling

Camping

Developed area

Primitive area

Hunting

Big game

Small game

Migratory bird

Fishing

Freshwater

Warmwater

Coldwater

Saltwater

Anadromous

Catch and release

Boating

Sailing

Canoeing

Kayaking

Rowing

Floating, rafting

Motorboating

Water skiing

Jet skiing

Sailboarding, windsurfing

Swimming

Surfing

Swimming in pool

Swimming/lake, river, ocean

Snorkeling

Outdoor adventure

Hiking

Orienteering

Backpacking

Mountain climbing

Rock climbing

Caving

Off-road vehicle driving

Horseback riding

Traditional social activities

Family gathering

Picnicking

Yard games

CHAPTER 2: OUTDOOR RECREATION-THE BIG PICTURE

Everybody's Doing It

Survey results show that 94.5 percent of Americans 16 years of age or older participated in at least one of the surveyed forms of outdoor recreation between 1994 and 1995. That is almost 19 out of 20 people and approximately 189 million participants nationwide. Walking is the most popular activity, with about 134 million participants (fig. 2.1). Visiting a beach or other waterside and gathering outdoors with family and friends each have about 124 million participants 16 and older. And sightseeing has 113 million such participants.

Sightseeing covers a wide range of sites and attractions. The majestic natural attractions that justify an extended vacation are largely concentrated on public land. Transportation, tour services, photography equipment, and lodging and food, however, are provided by private means. Tourism and travel services and facilities that make sightseeing more enjoyable are on the rise. Similarly, souvenirs that help people to fondly remember their experiences come primarily from the private sector. The increase in numbers of retirees indicate a growing demand for sightseeing opportunities. Equipment that supports sightseeing, such as binoculars, cameras and camcorders, may also be in greater demand in the future.

Less Popular But More Expensive

The forms of outdoor recreation just mentioned probably owe some of their popularity to their relatively low cost. A person need not spend a great deal to take a walk or go sightseeing. Other activities are a little less popular, but are of special interest to manufacturers because participants must purchase equipment and clothing to participate.

A second tier of activities is defined as those that attract 25 to 99 million participants per year (fig. 2.2). This list runs from picnicking, which attracted 98 million participants, to playing basketball, which was enjoyed by 25.6 million.

Picnicking is probably more closely associated with the first tier of activities. It is common and can be done cheaply. Traditionally, sites for picnicking have been provided largely by public agencies. With public budgets constrained, however, private organizations seem likely to play increasing roles in providing high-quality picnic sites.

Attending outdoor sporting events, with 95 million participants, also is near the top of this second list. Interest in outdoor spectator sports is very high. Increasingly, sites for professional sporting events are constructed with a combination of public and private funds. Amateur and professional sports, including outdoor adventure activities, are becoming more popular as spectator events.

Human Powered Outdoor Recreation

Human powered outdoor recreation appeals to many Americans, not only as spectators but as participants as well. There were 57 million bicyclists over age 15 in 1994, representing over 26 percent of the population. As we will see, bicycling is popular with a variety of Americans. In recent years, bicycling has become more diversified, with bicycles being used not only for road touring, but for dirt road and trail riding as well. Bicycling equipment has become more specialized, providing a safer and more technologically-based experience. Bicyclists at all interest levels can be accommodated, from the casual rider to the specialized enthusiast.

One of the most popular human powered outdoor recreation activities is walking. Walking remains popular across all age groups, but is an especially popular activity for older Americans. Over two out of three Americans walked for outdoor recreation in 1994, a total of almost 134 million Americans. Walking accommodates a wide range of income levels, and provides outdoor recreation for pleasure as well as sport and fitness. One of the greatest opportunities for the outdoor industry is in footwear, and walking shoes have become a highly specialized product. Walking apparel also is being manufactured to accommodate a wide range of walking interests.

Human powered outdoor adventure activities also grew in popularity. Overall, 37 percent of Americans participated in some form of adventure outdoor recreation. In 1994, almost one in four Americans went hiking, a total of almost 48 million people. More rigorous outdoor adventure activities were also popular, although to a lesser degree. Backpacking was done by 15 million Americans, almost 8 percent of the population. Rock climbing and mountain climbing, both highly technical and specialized activities, were done by 7.5 million and 9 million Americans respectively. These adventure activities require a certain amount of skill and knowledge, and typically require specialized equipment as well. Their popularity indicates continued opportunities for the outdoor recreation industry. Human powered boating activities were also popular in 1994. Over 7 percent, or about 15 million Americans, went rafting in that year. Another 14 million went canoeing, almost 10 million went sailing, over 8 million went rowing, and almost 3 million went kayaking. Although only 1 percent of Americans went sailboarding or windsurfing in 1994, that percentage represents over 2 million people. These activities are surprisingly popular, considering their novelty. Human powered boating activities are highly specialized outdoor recreation activities. Participation in these activities usually depends on either specially-produced equipment and services from the outdoor recreation industry. Motor-boating and related activities, such as waterskiing and jet skiing, were also extremely popular. Almost one in four Americans went motor-boating, representing 47 million people.

As always, swimming was a popular activity of Americans. Over one in two Americans went swimming in 1994, a total of almost 109 million people. Specialized swimming activities were also popular. Snorkeling and scuba diving were represented by 14.5 million Americans, and 2.6 million Americans went surfing.

Mass Markets

All of the outdoor recreation activities included in the survey represent enough people and interest to be considered mass markets. Percentages of interviewees who reported participation, and estimates of numbers of American participants over age 15 are shown in the table at the end of this Chapter. Even windsurfing, the least popular of the listed activities, attracted more than 2 million participants.

Among the 13 groups of outdoor recreation activities listed earlier, all types of outdoor viewing had the most participants-an estimated 153 million Americans over 15 years old. More than three-fourths of respondents said they participated in at least one outdoor viewing activity. A little over two-thirds participated in one or more fitness activities, and a slightly smaller proportion participated in outdoor social activities (yard games, picnicking, and family gatherings). Fitness activities attract about 137 million participants, and outdoor social activities attract 136 million.

Trends Since 1982

In the search for emerging investment opportunities, understanding recent trends in participation in individual activities is important. Table 2.1 compares percentages of participation and millions of participants in 1982 and 1994-95 for individual activities and groups of activities that were included in both surveys.

Table 2.1-Percentages and millions of Americans who participated in outdoor recreation activities in 1982 and 1994. (Only activities common to both surveys are shown.)

Activity 1982-83 1994-95 Change

(millions) (millions)

Horseback Riding 15.9 14.3 -10.1

Golf 23.0 29.7 +29.1

Tennis 30.0 21.2 -29.3

Outdoor Team

Sports 42.4 53.0 +25.0

Boating 49.5 58.1 +17.4

Sailing 10.6 9.6 -9.4

Motorboating 33.6 47.0 +39.9

Water Skiing 15.9 17.9 +12.6

Swimming/pool 76.0 88.5 +16.4

Swimming/river,

lake, or ocean 56.5 78.1 +38.2

Fishing 60.1 57.8 -3.8

Hunting 21.2 18.6 -12.3

Hiking 24.7 47.8 +93.5

Walking 93.6 133.7 +42.8

Running/ Jogging 45.9 52.5 +14.4

Bird Watching 21.2 54.1 +155.2

Picnicking 84.8 98.3 +15.9

Sightseeing 81.3 113.4 +39.5

Off-Road Driving 19.4 27.9 +43.8

Ice Skating 10.6 10.5 -0.9

Downhill Skiing 10.6 16.8 +58.5

Cross-Country

Skiing 5.3 6.5 +22.6

Snow-mobiling 5.3 7.1 +34.0

Sledding 17.7 20.5 +15.8

Camping (overall) 42.4 52.8 +24.5

Developed Area 30.0 41.5 +38.3

Primitive Area 17.7 28.0 +58.2

Backpacking 8.8 15.2 +72.7

Attending a

Sports Event 70.7 95.2 +34.7

Attending an Outdoor

Concert or Play 44.2 68.4 +54.7

The number of downhill skiers rose from under 11 million to almost 17 million, an increase of 58.5 percent. Over the same period-from 1983 to 1994-there was an increase of 24 percent in cross-country skiing.

There also were large increases in camping, particularly in primitive areas. The number of people who camp in primitive areas rose from a little under 17 million in 1983 to 28 million in 1994. Over the same period, the number who camp in developed areas rose from 30 million to 41.5 million. And the number of backpackers increased by 73 percent-from 9 to 15 million.

Some people participate in an activity once or twice a year. Others, the enthusiasts, may do so more frequently. To suppliers of outdoor recreation equipment and services, therefore, the frequency of participation is important. Table 2.2 compares rates of participation in 1994 with those in 1983. This table can only display rates of participation for activities listed in the 1982 and 1994 surveys.

Study of table 2.2 suggests that for people who engage in the listed activities, there has been relatively little change in the number of days of participation in the last 12 years. An exception is birdwatching, where the percentage of infrequent birdwatchers has increased dramatically. This increase in the number of days of participation probably indicates that more individuals are novice birdwatchers, and that the popularity of this activity is growing rapidly. Table 2.1 confirms increased participation of 155% in birdwatching since 1982.

Large numbers in the left column of table 2.2, which represents 1 or 2 days of activity, suggest that many people are trying the activity. Large percentages in the right column represent high percentages of participants with sufficient interest to pursue an activity for more than 25 days in a given year. Most of the people who engaged in these activities did not do so very often. Many participated only once or twice. We do not know whether they will continue to pursue these activities occasionally or become avid enthusiasts, but their initial interest represents a potential market for outdoor recreation manufacturers and retailers.

Some changes in the frequency of activity seem particularly important. In sailing, the number of people who do so once or twice a year is down, but the numbers who do so more frequently are up. These numbers probably mean that "enthusiastic" sailing is increasing in popularity. The increase in popularity of experienced backpacking is indicated by the increased percentages of people who are doing that activity more than 10 days a year. The same is true for primitive camping. Not only have the numbers of primitive campers increased as indicated in table 2.1, but the proportion of those people who camp more than 10 days a year also has increased.

Table 2.1 shows a major increase in the number of people who enjoy downhill skiing. Table 2.2, however, suggests that the proportion of all skiers who enjoy all types of skiing more than 10 times a year has dropped. In cross-country skiing, the pattern is different. Not only have the number of cross-country skiers risen by 24.5 percent; the proportions of people who enjoy that activity frequently also have grown.

Table 2.2-Comparison of 1982 to 1994 number of days spent in each activity.

and year days days days 25 days

Bicycling

1982 12 32 19 38

1994 14 32 19 36

Horseback riding

1982 47 27 8 17

1994 48 26 8 18

Sailing

1982 56 30 6 8

1994 48 33 11 7

Motorboating

1982 33 39 17 12

1994 29 39 18 14

Pool swimming

1982 14 38 19 29

1994 13 38 18 32

Nonpool swimming

1982 19 42 20 19

1994 18 45 20 16

Fishing

1982 21 43 21 15

Freshwater fishing only

1994 21 40 20 19

Camping and related

Backpacking

1982 39 47 9 6

1994 41 41 11 7

and year days days days 25 days

Developed camping

1982 26 51 16 7

1994 24 52 16 8

Primitive camping

1982 36 47 12 6

1994 30 48 15 7

Hiking

1982 28 47 14 12

1994 29 40 16 15

Birdwatching and other nature study

1982 15 29 14 42

1994 48 30 10 13

Off-road vehicle driving

1982 23 39 21 17

1994 23 40 16 21

Downhill skiing

1982 34 44 16 7

1994 33 49 13 5

Cross-country skiing

1982 51 35 10 4

1994 36 47 11 5

Snowmobiling

1982 40 36 14 10

1994 46 32 11 11

1994 adventure activities:

Mtn. climbing 56 36 6 2

Rock climbing 60 30 8 2

Caving 79 18 2 0.1

Orienteering 51 37 7 5

CHAPTER 3: THE ENTHUSIASTS

Patterns of participation in outdoor recreation are similar to those for many human activities. When people find something they really like, they do it often. As a result, the most active participants account for a majority of the participation in outdoor recreation activities. These participants are the enthusiasts. Enthusiasts are defined for this report as the most active one-third of participants in each activity. In this chapter, the focus is on enthusiasts of human powered outdoor recreation.

For suppliers of outdoor recreation equipment and services, the importance of enthusiasts is obvious. Enthusiasts account for a large share of sales, and in particular may represent a greater percentage of repeat or upgrade sales. Knowing the characteristics of enthusiasts will help marketers direct advertising to them, and to others with similar characteristics who might be budding enthusiasts.

Enthusiasts dominate the outdoor recreation market. The most enthusiastic one-third account for much higher proportions of total activity-- a range from 58 percent for caving to 92 percent for wildlife viewing (table 3.1). What this means is that the most active one-third of the people who report that they viewed wildlife in the past year account for 92% of the total days spent wildlife viewing. From table 3.1, it is clear that enthusiasts account for most of America's outdoor recreation participation. On the average, between 70 percent and 80 percent of all outdoor recreation activity can be attributed to the top one-third of participants. Although table 3.1 shows the percentage of participation and number of days for enthusiasts of all activities, the majority of the discussion in this chapter will focus on human powered enthusiasts.

For each activity, however, there is a good deal of variation in how many participants are enthusiasts. Only 0.9 percent of the U.S. population are enthusiast cross-country skiers. Compare this with enthusiast walkers, which make up 21 percent of the population (table 3.1). It seems that the more specialized activities have fewer enthusiasts, but those enthusiasts still account for the vast majority of participation within each activity. For example, less than 2 percent of the U.S. population are mountain climbing, rock climbing, or caving enthusiasts, but those small percentages still account for the majority of participation within each activity.

For human powered activities, walking is the only activity for which enthusiasts account for over 10 percent of the U.S. population. Seven percent of the U.S. population are hiking enthusiasts, about equal with the number of biking enthusiasts nationwide. Marketing to enthusiasts of human powered activities is, on the whole, a specialized area that can be focused on the relatively few enthusiasts who represent the majority of participation.

Characteristics of Enthusiasts

Within human powered outdoor recreation activities, enthusiasts are young-- most are under 40 years old (table 3.2). An exception to this is walking, for which one in four enthusiasts are over 60 years old. For outdoor adventure human powered activities, such as hiking, backpacking, and rock and mountain climbing, a large percentage of participants are between 16 and 24 years old. We will see later that many of these young enthusiasts may also still live with their parents-- an important characteristic to consider when marketing to this group. Human powered boating enthusiasts also tend to be young. It should be noted, however, that somewhere around one-fourth of human powered outdoor recreation enthusiasts are between 30 and 39 years old. This market segment is important because between the ages of 30 and 39, participants may be better established financially and therefore better able to afford specialized outdoor recreation equipment and services.

The overwhelming majority of outdoor recreation enthusiasts are Caucasian (table 3.3). Because the majority of the U.S. population is Caucasian, it is easy to forget that minority cultures also participate in outdoor recreation in the millions. They also represent a small but important percentage of the enthusiasts. For example, almost 14 percent of biking enthusiasts are minorities, and 15 percent of all walking enthusiasts are minorities. These enthusiasts represent emerging markets for the human powered outdoor recreation industry, as the percentage of minorities in the U.S. population grows and is expected to continue growing into the 21^st century.

Enthusiasts are slightly more likely to be men than women, although a significant number of women are enthusiasts (table 3.4). For example, men and women are rafting enthusiasts in almost equal numbers, and women biking, rowing, and sailing enthusiasts comprise over 40 percent of those participants. In sharp contrast, about seven out of ten outdoor adventure enthusiasts are men. More women than men are walking enthusiasts, however, representing over 60 percent of those participants.

On the average, enthusiasts have household incomes of between $25,000 and $75,000 (table 3.5). There are a few exceptions to this, but the overwhelming majority of enthusiasts, including human powered enthusiasts, can be considered upper-middle to middle class. This is an important consideration for the marketing of outdoor recreation equipment and services. Considering the young age of many human powered outdoor recreation enthusiasts, this income range is of interest. For some of these activities, about one in four enthusiasts have lower incomes. For example, between 22 and 27 percent of biking, walking, rowing, hiking, and backpacking enthusiasts have incomes below $25,000.

Over one quarter of outdoor recreation enthusiasts live in two-person households (table 3.6). Over two-thirds of biking enthusiasts live in households of between two and four people, suggesting biking's popularity as a household activity. Other activities for which enthusiasts tend to come from households of between two and four people include downhill skiing, camping, fishing, many forms of boating, and swimming. For outdoor adventure activities, enthusiasts seem to be more likely to come from households of between two and three members.

For many human powered outdoor recreation activities, enthusiasts live in households with four or more family members (table 3.7). One explanation for this may be the recent trend of more young people under age 25 to live at home with parents past high school. For some activities, enthusiasts seem to be somewhat likely to live alone, such as for kayaking (50 percent), and for outdoor adventure activities (about one-third).

Outdoor recreation enthusiasts are well educated (table 3.8). Between one-third and 60 percent of human powered enthusiasts are college educated. Another 20 to 30 percent have post-secondary education experience. This is an important factor to consider when marketing to enthusiast markets. They are obviously a highly literate group, and marketing targeted to this group should reflect their higher-than-average education level.

Marketing for Human Powered Outdoor Recreation Enthusiasts

Enthusiasts represent a special market segment for the outdoor recreation industry. Enthusiasts participate more frequently than most in particular activities, and therefore have differing needs for outdoor recreation equipment and services. They are more likely to buy replacement equipment, especially for equipment with a limited life span. For example, enthusiast walkers and hikers will need to replace their footwear more often than non-enthusiasts. Enthusiasts are also more likely to upgrade their equipment as new technology is introduced. Lighter, stronger, or better performing materials, such as improved metal alloys in off-road bicycles, are likely to attract the attention of enthusiasts. Since enthusiasts are well educated, they are likely to investigate the claims of equipment manufacturers, and to appreciate technological improvements. They may subscribe to specialist publications, and such publications offer an opportunity to promote new and improved equipment and services to outdoor recreation enthusiasts.

Outdoor recreation enthusiasts represent a small proportion of the total number of participants in each activity-- but they also represent a majority of the total number of days of participation in each activity. The current participation profile of the human powered outdoor recreation enthusiast indicates a particular marketing strategy for the industry. It also suggests a number of areas in which marketing may expand. The outdoor industry, therefore, may want to look closely at:

1. The increasing number of women participating in all forms of outdoor recreation. As equipment becomes lighter in weight and improves in performance, more women are likely to participate in technology-driven activities. For example, as boats become lighter and stronger, more women are likely to join the ranks of canoers and kayakers. The continuing increase in women's participation in team sports will also likely influence their participation in all activities, including all human powered outdoor recreation activities.

2. Minority participation in outdoor recreation. As the proportion of minorities grows in the 21^st century, their participation in outdoor recreation will also increase. It is interesting to note that although outdoor recreation marketing has not particularly focused on minority participation, a substantial number of minorities participate in a variety of outdoor recreation activities. Marketing efforts aimed at minority participation may further boost the number of non-Caucasian enthusiasts.

3. The aging of the current enthusiast population. As the current generation of enthusiasts enters their 40s and 50s, they will probably want to continue to remain active in outdoor recreation. With the aid of technology and the trend toward better health and fitness for older adults, current enthusiasts should remain active as they grow older. Outdoor recreation equipment development and marketing should continue to cater to these enthusiasts. As they grow older, they will likely have greater incomes and willingness to allocate their resources toward continued participation.

4. Interest in viewing and learning activities. Outdoor recreation enthusiasts are well educated. As they age, they will likely want to continue learning about their favorite activities and the natural environment in which they recreate. Education-oriented outdoor recreation equipment, such as binoculars, field guides, and cameras, will likely supplement and add value to the enthusiasts' experiences as they seek to learn more about and document their outdoor recreation experiences.

5. Singles, couples, and family participants. The tables suggest that many human powered outdoor recreation participants are either single and living alone or living with parents. The tables also suggest that many human powered participants are currently in their 30s. Perhaps in the near future, outdoor recreation marketing for human powered activities should focus on both the single lifestyle and the young professional lifestyle.

Using the Tables

The following tables provide specific information about outdoor recreation enthusiasts. They can provide a specific enthusiast profile for an activity or a group of related activities. When using the tables, it is always important to look at related activities for comparative information. It is also prudent to remember that the enthusiasts represent a small but vitally important market segment, and that their needs, interests, and consumer patterns will likely be different than for the less specialized outdoor recreation participant.

Table 4.1.- Participation in each activity by market segment in 1994-95.

Table 4.2. - Percentage of population 16 and older by age, race and gender, groups for seven outdoor recreation market segments, 1994-95.

Table 4.3.- Percentage of population, 16 or older, by educational attainment and income level for seven outdoor recreation market segments⁽¹⁾

Table 4.4. - Percentage of population by number in household, family members in the household, and number in household over 16 and under 6 for seven outdoor recreation market segments⁽²⁾, 1994-95.

Table 4.5. - Percentage of population by number of cars in the household for seven outdoor recreation market segments⁽³⁾, 1994-95.

Table 4.6. - Percentage of population by perceived constraint to participation in activities for seven outdoor recreation in market segments⁽⁴⁾, 1994-95.

Table 4.7. - Percentage of population by proportion of recreational trips that are day trips and by hours spent traveling for seven outdoor recreation market segments⁽⁵⁾, 1994-95.

Table 4.8. - Percentage of population by number of others accompanying the respondent on the last trip taken for seven outdoor recreation market segments⁽⁶⁾, 1994-95.

Table 4.9. - Percentage of population by private or government ownership of area last visited and by state in which visited area is located for seven outdoor recreation market segments⁽⁷⁾, 1994-95.

Table 4.10. - Percent of population by whether or not the last trip taken involved wildlife in any way for seven outdoor recreation market segments⁽⁸⁾, 1994-95.

Table 4.11. - Percentage of population by type of transportation used to travel to the area last visited for seven outdoor recreation market segments⁽⁹⁾, 1994-95.

Table 4.12.- Percentage of population by primary setting where the main activity for the last trip taken occurred for seven outdoor recreation market segments⁽¹⁰⁾, 1994-95.

CHAPTER 5: OVERALL PARTICIPATION IN OUTDOOR RECREATION

Details are provided in the text of this chapter on the characteristics of participants in individual activities. For the most part, however, the discussion focuses on groups of related activities. Detailed information about participants in individual activities can be found in the tables following the text in this chapter.

Fitness Activities

This group of activities includes running or jogging, bicycling, and walking. Some 137 million Americans engage in at least one of these activities. Participation is highest for people 16-24 years old but remains high for people up to 59. Participation decreases considerably for those over age 60 (fig. 5.1). As one might expect, the decrease in participation with age is most pronounced for running and jogging and least pronounced for walking. Just under 50 percent of the surveyed people over age 60 continue to walk outdoors.

Race has relatively little relationship to participation in fitness activities. Walking and bicycling are somewhat more popular among Caucasians than among African-Americans and others (including Hispanics). Running and jogging, however, are proportionately more popular among minority group members than among Caucasians.

Males and females are nearly equal in participation in fitness activities. As with many activities, women's participation in fitness activities has risen in recent years. At present, the proportion of females walking is slightly higher than the proportion of males.

In all fitness activities, participation increases as family income increases (fig.5.2). Since these activities are not particularly expensive, one can speculate that the increases in participation with income may be associated with greater amounts of leisure time, peer pressure, or an interest in health and fitness.

The likelihood of an individual participating in a fitness activity increases as the number of people in the household increases from one to four. There is no additional participation increase for households with more than 4 members.

For those who completed high school, participation in fitness activities increases with increased education. Interestingly, however, participation in running and jogging is highest for those who have not completed high school.

As number of cars owned or leased by the household increases, so does participation in fitness activities. Number of cars is a strong indicator of income as well as mobility. Even so, the effects on participation in fitness activities, which do not require high income, are somewhat stronger than we expected.

Individual Sports

Golf and tennis are the individual sports included in the survey. About 44 million Americans over age 15 participate in golf or tennis or both. Participation in both decreases with age (fig. 5.3), but, not surprisingly, the dropoff is greatest for tennis. About 10 percent of people over age 60 continue to play golf.

Caucasians are more likely to play tennis and considerably more are likely to play golf than are African-Americans. Minority group members other than African-Americans, are more likely to play tennis than are Caucasians (12.8 to 10.8 percent).

Males are almost three times as likely to play golf as females. Numbers of male and female tennis players are more nearly equal.

Participation in both sports rises rapidly as family income increases (fig. 5.4). As household size increases, so does the rate of participation in tennis. No clear relationship between family size and participation exists for golf. There is a strong positive relationship between years of education and playing golf. No clear trend is apparent for tennis. For both sports, likelihood of participation increases as number of cars in the household increase. That relationship is stronger for golf than for tennis.

Outdoor