Market Intelligence: Economic downturns boost participation in outdoor recreation
| Thursday, Mar 11 2010 11:03 AM
Last Updated Thursday, Mar 11 2010 11:07 AM
Historically, economic downturns have resulted in increased participation in outdoor recreation. Nature-based activities provide fun, affordable recreation and vacation opportunities for both individuals and families. So it's no surprise that in today's economy, a resurgence in outdoor recreation is occurring alongside the return of many Americans to a simpler, "less is more" lifestyle.
According to The Outdoor Foundation's 2009 Outdoor Recreation Participation Report, outdoor activities like backpacking, mountain biking and trail running showed double-digit growth in 2008, while participation in team sports, indoor fitness and urban-based outdoor activities (bicycling and running on roads or pavement) fell or remained unchanged.
Most popular outdoor activities
Activity ... % of Americans age 6 or older
Fishing ... 17 percent
Camping ... 15 percent
Running (road or trail) ... 15 percent
Biking (road or trail) ... 15 percent
Hiking ... 12 percent
Growth in outdoor activities 2007 vs. 2008
(Americans age 6 or older)
Activity ... % change participation
Backpacking (overnight) ... 19 percent
Mountain biking ... 10 percent
Trail running ... 15 percent
Hiking (day) ... 9 percent
Camping ... 7 percent
Road running/jogging ... 0 percent
Road biking ... -2 percent
Bakersfield perspective:
Source: Scarborough Research 2007, 2008 - Bakersfield Market
Participation in outdoor recreation also increased among Bakersfield adults in 2008. Running, camping and biking were the most popular activities, while hiking, hunting and biking experienced the greatest year-over-year growth in participants.
Most popular outdoor activities
(Bakersfield adults age 18 or older)
Activity ... % of adults
Running / jogging ... 27 percent
Camping ... 23 percent
Biking ... 22 percent
Fishing ... 21 percent
Hiking ... 12 percent
Hunting ... 5 percent
Growth in outdoor activities 2007 vs. 2008
(Bakersfield adults age 18 or older)
Activity ... % change participation
Hiking ... 38 percent
Hunting ... 20 percent
Biking ... 15 percent
Running / jogging ... 5 percent
Camping ... 4 percent
Fishing ... 2 percent
Marketers of outdoor recreation products and services can use these trends to focus their product offerings and promotion on growth activities such as hiking, hunting and biking. Businesses in other industries can align their event marketing and contests/prizes with popular and emerging outdoor pursuits. A media mix that incorporates the Internet, social networking and text messaging will be most effective, as these outdoor enthusiasts are above average users of web and mobile technology.
