Focus on the Future: Tomorrow’s Outdoor Consumer – Who They Are and What They Care About Michael Wood TRU
#RV2011 Focus on the Future: Tomorrow’s Outdoor Consumer OIA Rendezvous 10.05.11 | Michael Wood TRU “To foster the next generation of outdoor enthusiasts and environmental stewards, we must all work together to engage our children in the outdoors. We must be the driving force behind a massive increase in outdoor recreation in America.”
OUTDOOR RECREATION PARTICIPATION REPORT 2011 www.tru-insight.com 4 What percentage of teens say their parents “don’t trust [them] at all?”
A. 5% B. 37% C. 110%
www.tru-insight.com 5 METHODOLOGY QUANTITATIVE The TRU Study QUALITATIVE Custom Research / Trendwatch®
SECONDARY SOURCES
Leighton Meester in “Gos s ip Girl” CONSUMER MEDIA LIFE BONUS MATERIAL
Ch ace Crawford, Blake Lively, and Penn Ba dgle y f o r GAP CONSUMER MEDIA LIFE BONUS MATERIAL
Ch ace Crawford, Blake Lively, and Penn Ba dgle y f o r GAP CONSUMER MEDIA LIFE BONUS MATERIAL
Ch ace Crawford, Blake Lively, and Penn Ba dgle y f o r GAP CONSUMER MEDIA LIFE BONUS MATERIAL
Ch ace Crawford, Blake Lively, and Penn Ba dgle y f o r GAP CONSUMER MEDIA LIFE BONUS MATERIAL
Ch ace Crawford, Blake Lively, and Penn Ba dgle y f o r GAP SPRING 10 FALL 10 SPRING 11 52% 50% 37% 42% EMPLOYMENT32% 29%
16-17 18-19 SPRING 10 FALL 10 SPRING 11 45% 44% 43% EMPLOYMENT 29% 28% 26%
20s 20s FT PT WEEKLY SPENDING
TWENTIES $183 SPRING 10 $186 SPRING 11 $174 FALL10
TEENS $50 SPRING 11 $41 SPRING 10 $41 FALL 10 I WANT CREDIT FOR WE’RE LIVING IN A UNIQUE MY SACRIFICE! TIME. LET’S BOND!
CONSPICUOUS REDUCTION Placeholder: VIDEO of Ochocinco from Hard Knocks, at Claire’s, buying “diamond” studs TRU TIPS FOR THE TOUGH ECONOMY
PREMIUM DISCOUNT
Help consumers justify spending now Emphasize quality over sacrifice
Make offers forward-friendly Make your consumers feel savvy What % of 18- and 19-year-olds have credit card debt?
A. 22% B. 63% (78% of twenties) C. 81%
www.tru-insight.com 18 Of those 18- and 19-year-olds with credit card debt, what’s the avg. total debt? A. $233 B. $511 C. $698 ($3,304 for twenties)
www.tru-insight.com 19 18-19 20-23 24-26 27-29 $24,000 $22,000 STUDENT LOAN STUDENT LOAN $21,000 $3,509 $4,952 STUDENT LOAN CREDIT CARD CREDIT CARD $1,572 $7,700 CREDIT CARD STUDENT LOAN THE REALITY OF $698 CREDIT CARD MILLENNIAL DEBT People my age are more aware of what’s going on in the world today, and we want to help.
MARWINA 1 8 | DALLAS
MILLENNIALS WANT YOU TO…
CHOOSE SOMETHING THAT FITS FOCUS ON YOUTH KEEP THE OFFER OR BENEFIT SIMPLE MAKE IT ABOUT NOW GIVE PROGRESS REPORTS TRUMPET YOUR INVOLVEMENT
141 Eyewear gives a pair of glasses to a child in need with every pair purchased CONSUMER MEDIA LIFE BONUS MATERIAL
The cast of “The Big Bang Theory” SMARTPHONE OWNERSHIP T 20s Games 75 76 TEENS 20s Social networking 57 61 30% 50% Music 50 55 Video 49 45
Weather 36 50
Entertainment 41 44 WHAT KIND OF APPS Search tools 40 39 Utilities 34 40
DO THEY DOWNLOAD? Movies 37 37
News 27 36
Educational 30 33
Going out 25 37
Reference 31 32
Sports 28 32
Managing money 22 30
Working out/fitness 22 26
“Angry Birds” for iPhone, iPa d INTRODUCING THE NEW MAC APP STORE I’M WITH THE BRAND
I have downloaded a company or brand app to my phone TEENS 5 | TWENTIES 8
I follow companies on Twitter TEENS 8 | TWENTIES 10
I’m a friend/fan of companies or brands on Facebook TEENS 3 2 | TWENTIES 37 FAVORITE WEBSITES FACEBOOK TEENS 54 46 TWENTIES YouTube 32 23 Google Google 16 18 Yahoo! Yahoo! 14 13 YouTube MySpace / Amazon 7 9 Amazon / ESPN Hulu / ESPN 6 7 Gmail eBay 5 5 eBay / Hulu Where is everybody and what are they doing?
How can I connect with people like me?
Do you have any idea how AWESOME I am? TEENS’ FAVORITE TV COMMERCIALS
GUYS GIRLS
#1 GEICO GEICO #1
#2 BUDWEISER DORITOS #2
#3 OLD SPICE SNICKERS #3
#4 NIKE ORBIT #4
#5 DORITOS HUGGIES #5
The GEICO Ge cko
TWENTIES’ FAVORITE TV COMMERCIALS
MALES FEMALES 1 OLD SPICE 1 GEICO 2 BUDWEISER 2 OLD SPICE 3 GEICO 3 SNICKERS 4 DOS EQUIS 4 E*TRADE 5 NIKE 5 HUGGIES
Old Spice spokesman Isaiah Mustafa
CONSUMER MEDIA LIFE BONUS MATERIAL
Ch ace Crawford, Blake Lively, and Penn Ba dgle y f o r GAP TRU’s Trendwatch™ Panel A qualitative group of 100 teen + twenty-something trendsetters
Questions posted in September 2011… What is an outdoorsy person? How does one express that? Why do you think young people are less involved in outdoor activities? What can the industry do to encourage young people to participate? WHAT IS AN OUTDOORSY PERSON?
“An outdoorsy person is someone who loves to get dirty, doesn’t like to be inside for too long, a huge nature lover, and is always ready for an adventure.” “An outdoorsy person is someone who goes on BMX rides in the mountains and paraglides off things. When I think of that person, I think of tight jumpsuits that have Red Bull ads all over them.” HOW IS THAT EXPRESSED?
WEARING BRANDS LIKE… THE NORTH FACE, PATAGONIA, ARIAT, CHACO, FIVEFINGERS, MOUNTAIN HARDWEAR, ENO THE CARS YOU DRIVE… TRUCKS, JEEPS, PRIUS STICKERS ON EVERYTHING… CARS, NOTEBOOKS, WATER BOTTLES THE FOODS YOU EAT WHAT YOU BROADCAST ON FACEBOOK AN OVERALL WILLINGNESS TO TRY NEW THINGS WHY YOUNG PEOPLE ARE LESS INVOLVED …
TECHNOLOGY “WHY GO ON HIKES OR SKYDIVE WHEN YOU CAN DO THE SAME THING IF NOT BETTER ON A VIDEO GAME.”
JIMMY FISHER 21 PARK SLOPE NY “PEOPLE MY AGE USED TO GO OUTSIDE AND DO ALL KINDS OF ACTIVITIES, NOW OUR IDEA OF FUN IS SITTING ON THE COMPUTER, LOOKING UP STUFF ON FACEBOOK.”
VICTORIA FAYE NOAH 17 PLANO TEXAS WHY YOUNG PEOPLE ARE LESS INVOLVED …
TECHNOLOGY LIMITED TIME WHY YOUNG PEOPLE ARE LESS INVOLVED …
UNKNOWN TECHNOLOGY LIMITED TIME TERRITORY WHY YOUNG PEOPLE ARE LESS INVOLVED …
UNKNOWN NEVER HAD THE TECHNOLOGY LIMITED TIME TERRITORY EXPERIENCE “MANY ARE TOO AFRAID TO GO OUTSIDE BECAUSE THEIR PARENTS HAVE ALWAYS MADE IT SEEM LIKE THE OUTSIDE WORLD IS A SCARY PLACE TO BE.”
STEFFIE DRUCKER 16 CHICAGO IL WHY YOUNG PEOPLE ARE LESS INVOLVED …
UNKNOWN NEVER HAD THE GEOGRAPHICAL TECHNOLOGY LIMITED TIME TOO EXPENSIVE TERRITORY EXPERIENCE LIMITATIONS WHY YOUNG PEOPLE ARE LESS INVOLVED …
UNKNOWN NEVER HAD THE GEOGRAPHICAL TECHNOLOGY LIMITED TIME TOO EXPENSIVE TERRITORY EXPERIENCE LIMITATIONS
… THESE PEOPLE ARE LAZY! “IT’S HARD TO MOTIVATE YOURSELF TO GET OUT AND DO SOMETHING WHEN YOU CAN JUST SIT ON THE COUCH AND BE ENTERTAINED.”
BRYAN GUNNOE 18 CLOVER, SC WHY YOUNG PEOPLE ARE LESS INVOLVED …
UNKNOWN NEVER HAD THE GEOGRAPHICAL TECHNOLOGY LIMITED TIME TOO EXPENSIVE TERRITORY EXPERIENCE LIMITATIONS
… THESE PEOPLE ARE LAZY! … A GENERATION OF WIMPS! “I WOULDN’T LIKE HIKING OR CAMPING. I’M NOT COMFORTABLE BEING SURROUNDED BY WILD ANIMALS AND INSECTS.”
JACKIE GARCIA 19 SIMI VALLEY CA “I LOVE THE OUTDOORS IN THEORY, BUT MY ALLERGIES RUIN IT FOR ME. I WOULD BE MORE OUTDOORSY IF I WASN’T SNEEZING AND RUBBING MY EYES ALL THE TIME.”
JOE NITTOLO 18 BATON ROUGE LA “I DON’T LIKE GOING OUTSIDE BECAUSE IT’S TOO HOT, I FEEL GROSS IF I’M BEING REALLY ACTIVE OUTSIDE, AND I SUNBURN EASILY.”
STEFFIE DRUCKER 16 MINNEAPOLIS MN TURNING IT AROUND…
BUILD AWARENESS
POST VIDEOS ON YOUTUBE
SPONSOR HIKING/ CAMPING TRIPS
GIVE AWAY CAMERAS AND ENCOURAGE PEOPLE TO POST PHOTOS OF THEIR EXPERIENCE “THE EXPERIENCES SHARED IN-PERSON OR VIA PHOTOS AND VIDEOS CAN BE JUST AS MUCH FUN AS WORLD OF WARCRAFT.”
JAIME CARRERA 21 BOSTON TX TURNING IT AROUND…
BUILD AWARENESS MAKE IT AFFORDABLE LOCAL OUTREACH
POST VIDEOS ON YOUTUBE PROMOTIONS/ GET INVOLVED WITH SCHOOLS, PACKAGE TRIPS COLLEGES AND UNIVERSITIES SPONSOR HIKING/ CAMPING TRIPS ACCESS TO GEAR PARTNER WITH STUDENT ORGANIZATIONS AND CLUBS GIVE AWAY CAMERAS AND WORK WITH LODGES AND ENCOURAGE PEOPLE TO POST RETREATS PHOTOS OF THEIR EXPERIENCE OWN SPRING BREAK/ OFFER INSTRUCTIONAL CLASSES WINTER BREAK “TEAM UP WITH CLUBS ON CAMPUS. AT USC THERE IS A HIKING CLUB, BUT THEY DON’T HAVE FUNDING. IT WOULD BE AWESOME IF A COMPANY COULD SEND A SPOKES- PERSON TO COME TALK TO US… MAYBE EVEN HOST A GENERAL OUTING, AND HOLD A RAFFLE FOR GEAR.
KAT LA CHAPELLE 22 LOS ANGELES CA TURNING IT AROUND…
BUILD AWARENESS MAKE IT AFFORDABLE LOCAL OUTREACH
POST VIDEOS ON YOUTUBE PROMOTIONS/ GET INVOLVED WITH SCHOOLS, PACKAGE TRIPS COLLEGES AND UNIVERSITIES SPONSOR HIKING/ CAMPING TRIPS ACCESS TO GEAR PARTNER WITH STUDENT ORGANIZATIONS AND CLUBS GIVE AWAY CAMERAS AND WORK WITH LODGES AND ENCOURAGE PEOPLE TO POST RETREATS SHOW THE PERKS PHOTOS OF THEIR EXPERIENCE OWN SPRING BREAK/ OFFER INSTRUCTIONAL CLASSES WINTER BREAK “LET PEOPLE KNOW WHY THEY SHOULD WANT TO BE OUTDOORS RATHER THAN IN A GYM OR LAZING AROUND THE HOUSE.”
ANTHONY WILLIAMS 22 SACRAMENTO CA FRIENDS
The Cast of “Scott Pilgrim Vs. The Universe” If you’ve written on my wall, you’re my friend.
Amadu 18 | Boston MA FRIENDS BY THE NUMBERS…
BEST FRIENDS FRIENDS FACEBOOK FRIENDS
TEENS 4 3 TEENS 55 38 TEENS 155 182
TWENTIES 3 3 TWENTIES 50 30 TWENTIES 210 237
M F “The Social Network”
I have an online friend I’ve never met…
Teens Males: 54% Females: 52%
Twenties Males: 60% Females: 51% Chad Ochocinco Anybody in the Cincy area that wants an make an extra thousand dollars? I need a home cooked meal tonight. Chicken, yams, mac n cheese …
Chad Ochocinco I can’t wait to see my mom tonight, we going to the movies tonight, anybody want to come with me, buying out AMC theater in NEWPORT
Chad Ochocinco I know most of y’all don’t care but when your job doesn’t go well do you start to question yourself as if you’re the problem? Why we losing?
Chad Ochocinco Awww man, someone stole my fruit roll ups out my damn locker again !!!
www.tru-insight.com 64 FAMILYThe Cast of “Parenthood”” CAN YOU TALK TO YOUR PARENT(S) OPENLY ABOUT SERIOUS ISSUES LIKE DRUGS, DRINKING, AND SEX?
TEENS TEENS 20s 1996 2010 2010
YES 70 65 84 81 63 69 NO 30 35 16 19 37 31
M F Micha el Lo h a n HOW OFTEN DO YOUR PARENTS EMBARRASS YOU?
TEENS TEENS 20s 1996 2010 2010
OFTEN/SOMETIMES 54 55 56 58 39 42
HARDLY EVER/NEVER 42 44 45 53 61 40
M F Courtney Love and daughter Frances Bean Cobain FIVE THINGS MOST LIKELY TO INJURE YOUTH CAR ACCIDENT
HOMICIDE (BY SOMEONE THEY KNOW)
CHILD ABUSE
SUICIDE
DROWNING
Centers for Disease Control & Prevention FIVE THINGS PARENTS MOST WORRIED ABOUT KIDNAPPINGCAR ACCIDENT HOMICIDESCHOOL (BY SOMEONE SNIPERS THEY KNOW) TERRORISTSCHILD ABUS E DANGEROUSSUICIDE STRANGERS DRUGSDROWNING Mayo Clinic
CONSUMER MEDIA LIFE BONUS MATERIAL
Lady Gaga performs GLOBAL SNACK EXCHANGE
www.tru-insight.com 75 THANK YOU OIA
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