2017 American Camper Report

PRESENTED BY THE COLEMAN COMPANY, INC. AND THE OUTDOOR FOUNDATION 2 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation TABLE OF CONTENTS

Introduction...... 1

Key Findings...... 2

Camping Participation...... 3

Profile of a Camping Trip...... 13

Buying Behavior...... 25

First-Time Campers...... 33

The Future of Camping...... 43

Crossover Participation...... 49

Method...... 54

2017 American Camper Report | 3 presented by The Coleman Company, Inc. and The Outdoor Foundation introduction

Camping is one of America’s favorite outdoor activities, attracting 40.5 million participants in 2016. Americans participated in the activity in various ways, camping in a conventional tent, enjoying the comforts of an RV, relaxing in a cabin or roughing it in a bivy. The 2017 American Camper Report profiles the more than 40 million people who used camping to connect to the natural world in their own unique ways.

A Look Back at 2016: Overall Trends 40.5 million Americans, or 13.7% of the population over age 6, camped at least once in 2016. The participation rate was up slightly from 13.6% in 2015 due to an addition of 500,000 new or returning camping participants.

Campers logged a collective 587.2 million camping days, or an average of 14.5 days per person. While the number of total days camped remained steady, the an average days dropped marginally from 14.7 in 2015.

Consistent with past reports, the majority of camping participants were Caucasian, and they skewed slightly male. Since camping is easily accessible throughout the United States, participation was spread fairly evenly across the nation. The Mountain Region, which stretches from Montana down to Arizona and New Mexico, had a somewhat higher participation rate than the other regions.

The Year Ahead: Future Opportunities Research in The American Camper Report continued to highlight the importance of introducing Americans to the outdoors at an early age to inspire lifelong camping participation and encourage interest in the outdoors. In fact, the average age for a camper’s 1st camping trip was age 10. And, after age 15, the likelihood of being exposed to camping dramatically dropped.

Similarly, half of current adult campers participated in outdoor activities as adolescents, compared to just 38% of non-campers. The gap among campers who participated during childhood was almost as dramatic.

To help stakeholders reach campers and non-campers alike, the 2017 American Camper Report details camping participation and provides data and analysis on camping trends throughout the United States. The research in this report will help the camping industry—and the entire outdoor industry —be better equipped to engage potential campers and initiate an increase in camping participation.

1 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation key findings

Overview of Camping Participation Buying Behavior • 40.5 million Americans went camping at least • Adult participants spent an average of once in 2016. $546.41 on camping gear in 2016. • Camping gained 500,000 participants from • Almost half of participants bought a 2015 to 2016. The participation rate rose flashlight for camping, making it the most from 13.6% to 13.7%. popular camping purchase. • Participants logged a total of 587.2 • A majority of camping purchase decisions million camping days or 14.5 days per were made before the trips. person. • Most camping purchases were replace- • The Mountain Region had the highest ments for a lost or broken item. camping participation rate at 19%. • 96% of campers said that their gear kept • 88% of campers participated in multiple them comfortable. outdoor activities. 1st Time Campers Profile of a Camping Trip • 11% of campers were new to the activity • Tents were the most popular type of shelter. in 2016. • Of all male campers, 77%, camped in tents. • At 16%, backpacking had the highest rate 77% of female campers also camped in tents. of new participants. • Cabin/yurt campers tended to be the old- • Campers spent an average $181.61 on gear est, with an average age of 50. Tent campers for their 1st trip. were the youngest at an average age of 40. • Flashlights and coolers were the most • Camping trips were planned an average of popular purchases for 1st time campers. 25 days in advance. • 92% of 1st time campers said it was “likely” • 43% of camp site reservation were made the or “very likely” that they would participate day of arrival to the camping destination. in camping next year. • 71% of respondents said that they made the camping arrangements by themselves. Future of Camping • Participants traveled an average of 136.8 • The average age for a 1st camping trip miles from homes to their camping was 10. destinations. • Half of current campers were exposed to • More than half of camping trips lasted 1 to 2 outdoor activities as adolescents. The gap nights. among campers who participated during • 68% of camping companions were spouses childhood was almost as dramatic. or significant others. • Camping participants planned to take an • 74% of adult participants used a Smartphone average of 4.7 trips in the next year. while camping.

2017 American Camper Report | 2 presented by The Coleman Company, Inc. and The Outdoor Foundation CAMPING camping participation trends All Americans, ages 6+

44.8 46.2 44.7 42.3 41.7 40.5 40.1 40.5 40.0 40.5

20%

15%

10% 16.0% 16.4% 15.1% 14.9% 15.7% 14.1% 13.8% 13.9% 13.6% 13.7%

5%

0% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Camping Participation Over Time 13.7% of the US population participated in camping at least once in 2016. This is a slight increase from 13.6% the year before when camping was at the lowest participation level measured in this report.

Number of Participants Number of Outings Average Outings 40.5 million Americans, ages 6 Camping outings remained Camping participants embarked and over, participated in camping steady at a total of 587.2 million on an average of 14.5 outings in 2016, an increase of 500,000 from 2015 to 2016. per person last year. During the participants since the year before. year before, the average was 14.7 outings per person.

2017 American Camper Report | 4 presented by The Coleman Company, Inc. and The Outdoor Foundation participation by type of camper All Americans, ages 6+

15%

10%

2.7 35% 2.6 14% 13.9% 5% 9% 19% 5% 3% 0%

Car RV All Backpacker

Participation Rate by Camping Type Of those Americans who camped in 2016, most participated in car camping, which means they camped within 1/4 of a mile of their vehicles. Although car camping was the most popular form of camping, these participants averaged the fewest number of days at 9.6.

Type of Number of Participation Days per Participant Participants Rate Total Days Participant

Car camping 27.7 million 9% 265.3 billion 9.6

RV camping 14.7 million 5% 181.5 billion 12.3

Backpacking 10.1 million 3% 140.4 billion 13.9

All 40.5 million 14% 587.2 billion 14.5

Note: Some people participated in several types of camping.

5 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation participation in-depth All Americans, ages 6+

60

Churn Rate 40 25%

40.0M 40.5M 20 +10.5M

0

-20 -10.0M

Total New/Returning Lost Total Participants Participants Participants Participants 2015 2016 2016 2016

The Leaky Bucket The leaky bucket illustrates how camping participation increased from 2015 to 2016. Camping attracted 10.5 million participants who tried the activity for the first time or returned after a hiatus. Meanwhile, camping lost slightly fewer participants—10.0 million—and netted 500,000 participants. The churn rate, those joining and departing the activity, was fairly high at 25%.

New/Returning Lost Participants Continuing Participants Participants 10.1 million people stopped The majority of participants, New camping participants made participating in camping in 2016. 74.0%, continued participating in up 11.0% of total participants, or The attrition rate decreased camping from 2015 to 2016. That 4.7 million Americans. Returning since 2015 when 10.0 million equates to 30.0 million people. participants, those returning after people stopped participating in a hiatus, accounted for 15.0% camping. of participants, or 5.9 million people.

2017 American Camper Report | 6 presented by The Coleman Company, Inc. and The Outdoor Foundation participant demographics

Mountain: 19% New England: 11% West North Central: 16% East North Central: 14%

Middle Atlantic: 11%

Pacific: 17% East South Central: 10%

West South Central: 11% South Atlantic: 11%

highest percentage of participants among Americans, ages 6+

20% South Atlantic: 11%

Participation in Outdoor Recreation Among Adults with Children among camping participants, ages 18+ 10% 19% Adults with children in their 18% 18% 17% households participated in camping at higher levels than adults without children. 17% of adults with children, ages 1 to 17, 9% in their households participated, while only 9% of adults without children participated.

0% None Ages Ages Ages Ages 1-17 1-5 6-12 13-17

Kids in Household

7 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation participant demographics

Married or living with Employed a domestic partner 57% Widowed 67% 1% Not employed Divorced or 8% separated 7% Retired Single 8% Student or 25% homemaker 27%

Marital Status Work Status among camping participants, ages 18+ among camping participants, ages 18+

Other 1% Other 3% 100% Post-Grad 5% Black 11% Studies 6% Asian 29% 45+ 29% ≤$100,000+ 80% Female 45% College 25% Grad

$75,000- 60% 16% $99,999 25-44 34% 1-3 Yrs 78% White 21% College $50,000- 40% 20% $74,999

High School 18-24 16% 55% Male 11% Grad $25,000- 20% 22% 10% 13-17 $49,999 25% ≥3 Yrs 16% 6-12 ≥$25,000 High School 13% 10% Hispanic 0% Gender Age Income Education Ethnicity

among camping participants, ages 6+

2017 American Camper Report | 8 presented by The Coleman Company, Inc. and The Outdoor Foundation camping participation over time by age All Americans, ages 6+

Ages 6-12 Ages 13-17 Ages 18-24 Ages 25-44 Ages 45+

30%

20%

10%

0%

2009 2010 2011 2012 2013 2014 2015 2016

Participant Age Participation Rate 5-year Average in 2016 Annual Growth

6-12 21% -4.2%

13-17 18% -3.7%

18-24 14% -3.7%

25-44 16% -1.4%

45+ 8% -4.2%

9 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation level of participation Camping Participants, ages 6+

1-3 Times 39% 52+ Times 4% 4-5 Times 24-51 Times 17% 8% 12-23 6-11 Times Times 19% 13%

Annual Outings Camping participants went on a 14.5 average annual outings in 2016. A majority—75%—went on less than one camping trip per month. 12% of participants went camping twice a month or more.

Perceived Level of Camping Participation Camping Participants

I'm a casual participant. Camping is one of several ways I like to 45% spend my recreational time.

I'm hooked. Camping is one of my favorite things to do. 21%

I'm a fanatic. I love being outside, and camping is my 17% favorite activity. Camping is OK, but I most often choose to do something else 12% with my recreational time. I don't really consider myself a camping participant. I usually only 5% participate at the urging of others.

2017 American Camper Report | 10 presented by The Coleman Company, Inc. and The Outdoor Foundation enjoyment of other activities Camping Participants

I only participate in camping

12% Participation in Outdoor Recreation ages 6+ A majority of campers, 88%, participated in camping 88% in addition to another outdoor activity. Only 12% participated in camping alone.

I participate in camping + another outdoor activity

Top 10 Favorite Sports and Leisure Activities in General % of Respondents, (not only during a camping trip) ages 18+

Card and board games 49%

Fishing 47%

Photography 47%

Outdoor cooking 46%

Hiking 45%

Traditional yard games (e.g. badminton, croquet, horseshoes) 40%

Boating 28%

Canoeing 20%

Road bicycling 17%

Kayaking 17%

11 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation perceptions of camping Camping Participants, ages 18+

Top 20 Words Associated with Camping % of Respondents

Outdoors 89%

Campfire 89%

Fun 84%

Tent 83%

Adventure 80%

S'mores 77%

Wilderness 76%

Relaxing 76%

Family 74%

Friends 69%

Happiness 68%

Peace 67%

Escape 65%

Animals 60%

Stories 53%

Weather 53%

Cabin 45%

Social 43%

Children 42%

Recharging Self 42%

2017 American Camper Report | 12 presented by The Coleman Company, Inc. and The Outdoor Foundation PROFILE OF A CAMPING TRIP type of camping Camping Participants, ages 18+

Bivy Tent 1% 71%

RV 11%

Cabin 17%

Primary Camping Structure Tents were, by far, the most popular type of camping structure. 71% of all camping participants, ages 18 and up, chose to primarily sleep in tents.

Male Female

77% Tent Tent 40 years 77%

33% Cabin / Yurt 83% Cabin / Yurt 50 years 37%

27% RV 85% RV 46 years 24%

15% Bivy 71% 29% Bivy 42 years 4%

Gender Average Age

2017 American Camper Report | 14 presented by The Coleman Company, Inc. and The Outdoor Foundation trip preparation Camping Participants, ages 18+

35%

31%

30%

25% 24%

20% 20% 18%

15%

10% 7%

5%

1-3 Days 4-7 Days 2-4 Weeks 1+ Months Day of Departure

Time Camping Plans Confirmed before the Camping Trip Camping plans were confirmed an average of 25 days in advance. Only 7% of trips were planned on the day of departure, while 31% were planned at least one month in advance.

15 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation trip preparation Camping Participants, ages 18+

Walk-in 43%

1-3 Days 9%

4-7 Days 7%

2-4 Weeks 19%

1+ Months 12%

3+ Months 5%

6+ Months 3%

1+ Years 1%

0% 10% 20% 30% 40% 50%

Reservations Made at a Camp Site before Trip Camp site reservations tended to be more spontaneous than general trip planning. 43% of camp site reservations were made on the day of arrival.

Electrical hook-up provided? Did you use the hook-up?

Yes 46% Yes 77% No No 23% 54%

2017 American Camper Report | 16 presented by The Coleman Company, Inc. and The Outdoor Foundation trip preparation Camping Participants, ages 18+

Who brings up the idea to go camping? % of Respondents

Me 48%

Male spouse or significant other 18%

Children 14%

Friends 11%

Parents 5%

Female spouse or significant other 3%

Who makes the camping arrangements? % of Respondents

Me 71%

Male spouse or significant other 10%

Friends 8%

Female spouse or significant other 4%

Parents 4%

Entire family 1%

Children 1%

17 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation trip preparation Camping Participants, ages 18+

Top 10 Ways Campers Chose Their Destination % of Respondents

Close to home 32%

Affordable 25%

On a driving vacation 9%

Amenities 9%

Scenery 3%

Convenient location 2%

Own property 2%

Previously visited 2%

Regular destination 2%

Event or festival 2%

2017 American Camper Report | 18 presented by The Coleman Company, Inc. and The Outdoor Foundation trip preferences Camping Participants, ages 18+

3

2

2.7 35% 2.7 2.6 2.5 13.9% 1 19%

0

Fall Spring Summer Winter

Average Number of Trips per Season Although the average number of camping trips per season were fairly evenly spread out, summer and winter were slightly more popular seasons to take trips than fall and spring.

˚ 72.5 60.7˚

Average Ideal Daytime Temperature Average Ideal Nighttime Temperature for Camping for Camping

19 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation trip details Camping Participants, ages 18+

40%

30%

20% 37% 35% 13.9% 13.6% 13.7%

10% 19%

5% 4% 0%

500+ Miles 51-150 Miles 151-300 Miles 301-500 Miles Less Than 50 Miles Distance from Home Camping participants traveled an average of 136.8 miles to reach their final camping destinations. 72% of campers preferred to stay close to home, within 150 miles from home.

1-2 Nights Drive-up 52% 72%

Backyard 7+ Nights 6% 5% 5-6 Nights Group 7% 10% 3-4 Nights 35%

Backcountry 13% Type of Trip Length of Trip

2017 American Camper Report | 20 presented by The Coleman Company, Inc. and The Outdoor Foundation activities during the trip Camping Participants, ages 18+

Top 10 Favorite Activities While Camping % of Respondents

Hiking 45%

Outdoor cooking 44%

Fishing 39%

Photography 25%

Card or board games 21%

Traditional yard games (e.g. badminton, croquet, horseshoes) 16%

Canoeing 15%

Boating 14%

Kayaking 13%

Climbing 7%

Top 10 Favorite Nighttime Activities While Camping % of Respondents

Campfires 81%

Stargazing 63%

Grilling 52%

Storytelling 37%

Cooking 32%

Drinking 30%

Card or board games 28%

Reading 18%

Playing guitar or other instruments 15%

Fishing 14%

21 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation companions during the trip Camping Participants, ages 18+

Who do you go camping with? % of Respondents

Spouse or significant other 68%

Friends 65%

Immediate family 58%

Pets 37%

Kids, ages 9-14 29%

Kids, ages 2-8 26%

Extended family 22%

Kids, ages 15-17 18%

Kids, under age 2 10%

Grandkids, ages 2-8 9%

Grandkids, ages 9-14 6%

By myself 4%

Grandkids, under age 2 2%

Grandkids, ages 15-17 2%

Others 2%

2017 American Camper Report | 22 presented by The Coleman Company, Inc. and The Outdoor Foundation technology use during the trip Camping Participants, ages 18+

Technology Used While Camping % of Respondents

Smartphone 74%

Portable USB charger 30%

iPod or other music player 22%

Tablet 19%

Fitness monitor 12%

Laptop computer 9%

Handheld GPS 9%

Watch-based GPS 2%

Speaker 1%

None 19%

23 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation technology use during the trip Camping Participants, ages 18+

Top 15 Reasons for Using Technology % of Respondents

Texting 53%

GPS location services 47%

Personal email 39%

Outdoor activity-related apps 33%

News 29%

Gaming 28%

Work email 26%

Get to know the area 6%

Music 4%

Camera 4%

Keep in touch with family 2%

In case of emergency 2%

Checking weather 2%

Watching TV or movies 1%

Talk on the phone 1%

2017 American Camper Report | 24 presented by The Coleman Company, Inc. and The Outdoor Foundation BUYING BEHAVIOR camping gear purchases Camping Participants, ages 18+

30%

20% Money Spent on Camping Gear Nearly half of adult camping participants, 47% to be exact, spent between $51 and $200 on

10% camping gear in 2016. $51-$100 0% $0 $11-$20 $21-$50 $51-$100 $10,001+ $201-$400 $101-$200 $401-$500 $10 or less $501-$1,000 $1,001-$5,000 $5,001~$10,000

Top 10 Camping Purchases in the Last Year % of Respondents

Flashlight 48%

Cooler 42%

Backpack 30%

Airbed 29%

Tent 26%

Sleeping bag 25%

Propane or liquid fuel lighting 24%

Headlamp 23%

Lantern 22%

Camp furniture 15%

2017 American Camper Report | 26 presented by The Coleman Company, Inc. and The Outdoor Foundation spending more on the outdoors among participants and non-participants Americans, ages 18+

Outdoor Goods or Camping Participants Non-participants Servicesor Services Camping Participants Non-participants

Outdoor recreation activities 14% 3%

Sport or recreational footwear 14% 5%

Sport or recreational equipment 11% 3%

Gym membershipmemberships 11% 4%

Sport or recreational clothing 10% 4%

Travel to participate in sports or 10% 3% recreationor recreation

Individual sporting events 9% 2%

Golf membershipmemberships or or fees fees 8% 2%

Winter sports 7% 2%

Team sports outside of school 6% 2%

Team sports at school 6% 1%

Tennis memberships or fees 5% 1%

Lessons or camps 5% 2%

27 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation spending less on the outdoors among participants and non-participants Americans, ages 18+

Outdoor Goods Camping Participants Non-participants or Services

Travel to participate in sports 16% 5% or recreation

Sport or recreational footwear 16% 7%

Sport or recreational clothing 15% 7%

Sport or recreational equipment 14% 5%

Outdoor recreation activities 13% 7%

Winter sports 12% 2%

Gym memberships 8% 5%

Lessons or camps 8% 2%

Individual sporting events 8% 3%

Golf memberships or fees 7% 3%

Team sports outside of school 7% 2%

Team sports at school 7% 3%

Tennis memberships or fees 4% 2%

2017 American Camper Report | 28 presented by The Coleman Company, Inc. and The Outdoor Foundation making the purchase Camping Participants, ages 18+

When did you decide to purchase the item? % of Respondents

Before camping 67%

At a general store 8%

On a camping trip 8%

After a camping trip 6%

While reviewing gear online 5%

While at an outdoor store 3%

While at a yard sale 1%

Received it as a gift 1%

What kind of item? Did your item keep you comfortable?

New 38% Yes No 96% 4% Replacement 62%

29 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation deciding on the purchase Camping Participants, ages 18+

How was your purchase decision made? % of Respondents

I went to a store to make my purchase without doing any online research 35% ahead of time. I did some research about the product online. Then, I went to a store to check 29% out the item in person and made my purchase in the store. I went to the store without an intent to purchase the item. 9%

It was an impulse purchase because of a discounted price. 8%

I did some research about the product online. Then, I went to the store to 6% check out the item but made my purchase online. I did some research about the product online and purchased the product 6% online without checking them out at a store. I did no research, but I saw the item at a store and then made my 5% purchase online. The item was given to me as a gift. 1%

Other 1%

2017 American Camper Report | 30 presented by The Coleman Company, Inc. and The Outdoor Foundation camping gear preferences Camping Participants, ages 18+

Top 10 Most Essential Camping Items % of Respondents

Tent 61%

Sleeping bag 38%

Bug spray 24%

Cooler or fridge 23%

Firewood 22%

Toilet facilities 22%

Flashlights 22%

Fire starters or matches 20%

Airbed or mattress 13%

Camper or RV 12%

Top 10 Most Luxury Camping Items % of Respondents

Air conditioning or heating 47%

TV or electronics 44%

Electricity 41%

Wifi or GPS 37%

Camper or RV 34%

Shower and washing facilities 24%

Airbed or mattress 17%

Toilet facilities 11%

Cooler or fridge 10%

Stove 6%

31 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation frequency of replacing gear Camping Participants, ages 18+

Most Replaced Camping Items Average # of Years

Coolers 3.1

Tents 3.0

Sleeping bags 2.9

Camping chairs 2.7

Camp stoves 2.5

Canopy or shelters 2.4

Portable outdoor grills 2.4

Flashlights and headlamps 2.4

Airbeds 2.3

Battery lanterns 2.2

Fueled lanterns 1.9

2017 American Camper Report | 32 presented by The Coleman Company, Inc. and The Outdoor Foundation 1ST TIME CAMPERS camping for the 1st time in 2016 Camping Participants, ages 6+

11% of camping participants 4.7 million people

1st Time Participants 11% of all camping participants in 2016 were new to camping. That equates to 4.7 million people.

Type of Camping % of 1st Time # of 1st Time Participants Participants

Backpacking 16% 1.6 million

RV 8% 1.2 million

Car camping 8% 2.3 million

All 12% 5.0 million

Note: Some people participated in several types of camping.

2017 American Camper Report | 34 presented by The Coleman Company, Inc. and The Outdoor Foundation age of 1st camping experience among novice and veteran campers

Age at Time of 1st 1st Time Campers Continuing/Returning Camping Experience in 2016 Campers in 2016

6-12 27% 12%

13-17 9% 8%

18-24 16% 10%

25-34 26% 15%

35-44 12% 15%

45-54 5% 15%

55-64 3% 12%

65+ 2% 13%

Camping Experience in 2016 Of all 1st time camping participants, 27% were in children between the ages of 6 and 12. Interestingly, 26% were young adults between the ages of 25 and 34. Age cohorts were more evenly spread among veteran campers ages 25 and up.

35 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation deciding to take the 1st trip 1st Time Camping Participants, ages 18+

Which influenced you to take your 1st camping trip? % of Respondents

Love for the outdoors 34%

Thought it would be fun 32%

Spouse or significant other 30%

Spend time with family 27%

Escape the grind 26%

A relative 23%

Spend time with friends 22%

Affordable 20%

New experience 17%

Always wanted to go 17%

Enable participation in other activities 16%

Give family a new experience 10%

Friend 9%

Children asked to go 5%

2017 American Camper Report | 36 presented by The Coleman Company, Inc. and The Outdoor Foundation gear preparation for the 1st trip 1st Time Camping Participants, ages 18+

Top 10 Items Purchased for the 1st Trip % of Respondents

Flashlight 55%

Cooler 53%

Tent 48%

Sleeping bag 46%

Cooking utensils 38%

Portable grill 37%

Backpack 35%

Airbed 34%

Propane or liquid fuel lighting 34%

Camp stove 33%

Top 10 Items Borrowed for the 1st Trip % of Respondents

None 67%

Tent 14%

Cooler 8%

Sleeping bag 8%

Airbed 6%

Portable grill 5%

Battery lantern 5%

Camp stove 5%

Camping accessories (e.g. picnic cloth, pocket knife) 4%

Flashlight 4%

37 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation gear review after the 1st trip 1st Time Camping Participants, ages 18+

Money Spent on Camping Gear for a 1st Trip % of Respondents

$0 22%

$10 or less 0%

$11-$20 2%

$21-$50 6%

$51-$100 14%

$101-$200 21%

$201-$400 27%

$401-$500 5%

$501-$1,000 2%

Over $1,000 1%

Top 10 Items That Would Have Made the 1st Trip Better % of Respondents

Nothing 34%

Airbed 29%

Rain gear 15%

Bicycle 14%

Cot 11%

Camp stove 9%

Portable grill 9%

Headlamp 9%

RV 9%

Camp furniture 9%

2017 American Camper Report | 38 presented by The Coleman Company, Inc. and The Outdoor Foundation companions during the 1st trip 1st Time Camping Participants, ages 18+

Who do you go camping with on your first trip? % of Respondents

Spouse or significant other 54%

Friends 47%

Immediate family 37%

Kids, ages 2-8 20%

Pets 16%

Kids, ages 9-14 14%

Extended family 9%

Kids, under age 2 7%

Kids, ages 15-17 6%

By myself 3%

Grandkids, ages 2-8 1%

Scouts 1%

Other groups 1%

Grandkids, under age 2 1%

Grandkids, ages 9-14 1%

Grandkids, ages 15-17 1%

39 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation perceptions among 1st time campers 1st Time Camping Participants, ages 18+

Top 20 Words Associated with the 1st Trip % of Respondents

Campfire 70%

Adventure 61%

Fun 61%

Happiness 60%

Outdoors 58%

Relaxing 52%

S'mores 50%

Peace 49%

Family 46%

Escape 45%

Stories 45%

Wilderness 42%

Tent 39%

Friends 36%

Social 34%

Drinking 33%

Recharging self 32%

Animals 32%

Easy 25%

Economical 23%

2017 American Camper Report | 40 presented by The Coleman Company, Inc. and The Outdoor Foundation future participation among 1st time campers 1st Time Camping Participants, ages 18+

79% 80%

60%

40%

20% 13%

7%

0% 1% 0% Very likely Likely Undecided Unlikely Very unlikely

Likelihood of Camping Next Year A vast majority of 1st time campers, 92%, reported that they were “very likely” or “likely” to go camping again next year. Only 1% said that they probably would not go again, and 7% had not yet decided.

41 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation future participation among 1st time campers 1st Time Camping Participants, ages 18+

Reason for Not Camping in the Future % of Respondents

Not enough vacation 54%

Prefer a hotel 41%

Work or school commitments 36%

No one to go with 19%

Didn’t like it 12%

Want to spend vacation differently 12%

Motivation for Camping in the Future % of Respondents

More free time or vacation time 55%

Spouse or significant other wants to go again 47%

Good weather 43%

My family wants to go again 42%

Campgrounds with “luxuries” (e.g. wifi, showers) 33%

My friends want to go again 27%

Campgrounds with activities for children 22%

Better equipment 15%

Online resource for meeting other campers 15%

Marketing of camping equipment, techniques, lifestyles and destinations 12%

Resources to help figure out how to prepare for a trip 7%

2017 American Camper Report | 42 presented by The Coleman Company, Inc. and The Outdoor Foundation FUTURE OF CAMPING introduction to camping Camping Participants, ages 18+

30%

20%

10%

0% 0-2 3-5 6-8 65+ 9-11 12-15 16-18 19-21 22-24 25-34 35-44 45-54 55-64

Age at 1st Camping Experience The majority of camping participants experienced their first outing during childhood, with an average age of 10 for a 1st camping trip. After age 15, the likelihood of being exposed to camping dramatically dropped, and by age 45, it was very unlikely that an individual would go on a 1st trip.

2017 American Camper Report | 44 presented by The Coleman Company, Inc. and The Outdoor Foundation youth participation in sports and recreation among current campers

Camping Participants, ages 18+

Adults at age 6-12 Adults at age 13-17 Outdoor Non-outdoor Outdoor Non-outdoor Activity Participant Participant Participant Participant

PE at school 69% 65% 67% 63%

Outdoor activities 44% 31% 50% 38%

Team sports 36% 31% 41% 35%

Cycling 33% 27% 34% 29%

Running or jogging 22% 18% 33% 29%

Swimming for fitness 20% 16% 22% 18%

Water sports 19% 13% 21% 16%

Winter sports 15% 11% 18% 15%

Racquet sports 7% 5% 13% 12%

Golf 6% 4% 10% 10% Fitness or health club- 5% 3% 11% 9% based activities None 15% 21% 15% 18%

45 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation camping barriers Camping Participants, ages 18+

Reasons for Taking Fewer Trips % of Respondents

Work or school commitments 58% Family commitments 35% Not enough vacation time 28% Too expensive 16% No one to go with 14% Need equipment 11% Bad weather 8% Prefer a hotel 8% Price of fuel 5% No reservations 2% Health 2% Have young children 2% Family issues 2% Park closed 2% No transport 1% Distance 1%

Most Time-Consuming Aspect of Camping % of Respondents

Packing and unpacking 23% Finding time 21% Planning 20% Setting up camping equipment 16% Traveling 13% Maintenance of gear 8%

2017 American Camper Report | 46 presented by The Coleman Company, Inc. and The Outdoor Foundation past camping activity Camping Participants, ages 18+

Camping Activity Over the Last 3 Years % of Respondents

No significant change 31%

Fewer trips, and they are shorter 18%

More trips, and they are longer 15%

Same number of trips, but they are shorter 12%

More trips, but they are shorter 11%

Fewer trips, but they are longer 8%

Same number of trips, and they are longer 4%

47 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation future camping activity Camping Participants, ages 18+

1-2 Times 42%

10+ Times 11% 3-5 Times 6-10 34% Times 14%

Camping Trips Planned for Next Year Camping participants reported having an average of 4.7 camping trips planned for next year. 11% of adult campers had an ambitious 10 or more trips lined up.

Motivation for Taking More Trips % of Respondents

More vacation time 42%

An inexpensive option 37%

Prefer camping over staying at a hotel 35%

Weather has been good 33%

Want to stay close to hiking or biking trails 14%

Upgraded or purchased equipment 11%

Enjoy the family bonding 5%

Like getting back to nature 1%

Like the people I meet camping 1%

It’s fun 1%

2017 American Camper Report | 48 presented by The Coleman Company, Inc. and The Outdoor Foundation CROSSOVER PARTICIPATION camping crossover participation Camping Participants, ages 6+

Participants = number of campers who participated in that activity Participation Rate = percentage of campers who are participates in that activity Index vs Total Participation = compares the percentage of camping participants who participated in that activity to the percentage of the total US population who participated in that activity. For example, an index of 100 means that the percentage of camping participants participating in an activity equals the percentage of the national population who participated in that activity.

Participants Participation Index vs. Activity (in millions) Rate Total Population

Adventure Racing 3,257 8.0% 794 Aquatic Exercise 4,551 11.2% 315 Archery 4,996 12.3% 462 Badminton 3,791 9.4% 377 Barre 2,132 5.3% 468 Baseball 6,906 17.0% 342 Basketball 7,563 18.7% 247 Bicycling (BMX) 2,720 6.7% 641 Bicycling (Mountain/Non-Paved Surface) 3,827 9.4% 325 Bicycling (Road/Paved Surface) 11,301 27.9% 215 Birdwatching 4,407 10.9% 278 Boardsailing/Windsurfing 2,001 4.9% 842 Bodyweight Exercise and Bodyweight Accessory-Assisted Training 6,920 17.1% 201 Boot Camp-Style Training 2,518 6.2% 280 Bowling 13,902 34.3% 221 Boxing for Competition 1,483 3.7% 896 Boxing for Fitness 3,077 7.6% 435 Canoeing 6,036 14.9% 439 Cardio Kickboxing 3,591 8.9% 381 Cardio Tennis 1,832 4.5% 630 Cheerleading 2,105 5.2% 382 Climbing (Sport/Indoor/Boulder) 3,068 7.6% 457 Climbing (Traditional/Ice/Mountain) 2,668 6.6% 699 Cross-Training-Style Workouts 4,380 10.8% 248

2017 American Camper Report | 50 presented by The Coleman Company, Inc. and The Outdoor Foundation Participants Participation Index vs. Activity (in millions) Rate Total Population

Dance, Step and Other Choreographed Exercise to Music 6,154 15.2% 206 Elliptical Motion Trainer/Cross-Trainer 8,105 20.0% 184 Field Hockey 1,121 2.8% 542 Fishing (Fly) 3,658 9.0% 414 Fishing (Freshwater/Other) 14,544 35.9% 279 Fishing (Saltwater) 4,924 12.2% 293 Football (Flag) 3,212 7.9% 380 Football (Tackle) 2,558 6.3% 341 Football (Touch) 2,439 6.0% 314 Free Weights (Barbells) 7,108 17.5% 196 Free Weights (Dumbbells/Hand Weights) 11,770 29.0% 167 Golf (On Golf Course) 6,458 15.9% 198 Gymnastics 2,040 5.0% 277 High Impact/Intensity Training 7,658 18.9% 262 Hiking (Day) 19,528 48.2% 339 Hunting (Bow) 2,868 7.1% 474 Hunting (Handgun) 2,141 5.3% 446 Hunting (Rifle) 5,678 14.0% 385 Hunting (Shotgun) 4,058 10.0% 359 Ice Hockey 1,580 3.9% 428 Ice Skating 5,405 13.3% 383 Jet Skiing 2,579 6.4% 326 Kayaking (Recreational) 5,473 13.5% 399 Kayaking (Sea/Touring) 2,320 5.7% 543 Kayaking (White Water) 2,194 5.4% 628 Kettlebells 4,138 10.2% 282 Lacrosse 1,114 2.7% 390 Martial Arts 3,023 7.5% 385 MMA for Competition 1,011 2.5% 652 MMA for Fitness 1,602 4.0% 479 Other Combat Training 1,493 3.7% 578 Paintball 2,204 5.4% 435 Pickleball 1,494 3.7% 388 Pilates Training 3,391 8.4% 279 Racquetball 1,989 4.9% 406 Rafting 2,134 5.3% 455

51 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation Participants Participation Index vs. Activity (in millions) Rate Total Population

Roller Hockey 1,977 4.9% 749 Roller Skating (2x2 Wheels) 3,495 8.6% 393 Roller Skating (Inline Wheels) 2,900 7.2% 394 Rowing Machine 4,171 10.3% 282 Rugby 1,035 2.6% 488 Running/Jogging 11,981 29.6% 185 Sailing 2,578 6.4% 460 Scuba Diving 1,948 4.8% 458 Shooting (Sport Clays) 3,678 9.1% 492 Shooting (Trap/Skeet) 3,306 8.2% 526 Skateboarding 3,371 8.3% 383 Skiing (Alpine/Downhill) 3,348 8.3% 264 Skiing (Cross-Country) 2,679 6.6% 422 Skiing (Freeski/Freestyle) 2,036 5.0% 321 Snorkeling 3,434 8.5% 288 Snowboarding 3,577 8.8% 344 Snowmobiling 1,988 4.9% 435 Snowshoeing 1,541 3.8% 319 Soccer (Indoor) 2,346 5.8% 335 Soccer (Outdoor) 4,343 10.7% 266 Softball (Fast-Pitch) 1,317 3.3% 390 Softball (Slow-Pitch) 3,548 8.8% 337 Squash 1,204 3.0% 569 Stair-Climbing Machine 5,369 13.3% 260 Stand-Up Paddling 2,305 5.7% 523 Stationary Cycling (Group) 3,702 9.1% 303 Stationary Cycling (Recumbent/Upright) 8,442 20.8% 171 Stretching, Flexibility, Warm-Up, Cool-Down, and Mobility Training 8,458 20.9% 183 Surfing 2,061 5.1% 540 Swimming for Fitness 8,003 19.8% 220 Swimming on a Team 1,894 4.7% 411 Table Tennis 6,238 15.4% 275 Tai Chi 2,023 5.0% 399 Target Shooting (Handgun) 6,653 16.4% 300 Target Shooting (Rifle) 6,753 16.7% 352 Telemarking (Downhill) 1,260 3.1% 323

2017 American Camper Report | 52 presented by The Coleman Company, Inc. and The Outdoor Foundation Participants Participation Index vs. Activity (in millions) Rate Total Population

Tennis 6,336 15.6% 256 Track and Field 2,222 5.5% 395 Trail Running 6,480 16.0% 552 Treadmill 11,517 28.4% 162 Triathlon (Non-Traditional/Off Road) 2,024 5.0% 868 Triathlon (Traditional/Road) 1,865 4.6% 574 Ultimate Frisbee 1,319 3.3% 263 Volleyball (Court) 2,312 5.7% 272 Volleyball (Grass) 2,112 5.2% 360 Volleyball (Sand/Beach) 2,799 6.9% 373 Wakeboarding 1,858 4.6% 467 Walking for Fitness 17,496 43.2% 119 Water Skiing 1,869 4.6% 369 Weight/Resistance Machines 7,477 18.5% 153 Wildlife Viewing 8,861 21.9% 312 Wrestling 1,388 3.4% 528 Yoga 7,507 18.5% 209

53 | 2017 American Camper Report presented by The Coleman Company, Inc. and The Outdoor Foundation Method During the 2016 calendar year, a total of About the Physical Activity Council (PAC) The Coleman Company, Inc. 24,134 online interviews were carried out The survey that forms the basis of the 2016 180 N LaSalle Street; Suite 800 with a nationwide sample of individuals and Special Report on Fishing is produced by Chicago, IL 60601 households from the US Online Panel of over the Physical Activity Council (PAC), which is a www.coleman.com one million people operated by Synovate/ partnership of leading organizations in the US IPSOS. A total of 11,453 individual and 12,681 sports, fitness and leisure industries. While the household surveys were completed. The total overall aim of the survey is to establish levels panel is maintained to be representative of the of activity and identify key trends in sports, is a registered trademark of US population for people ages six and older. fitness and recreation participation, each The Coleman Company, Inc. Over sampling of ethnic groups took place to partner produces detailed reports on specific boost response from typically under responding areas of interest. Partners include: the Outdoor The Outdoor Foundation groups. Data is based on Nielsen’s measure of Foundation (OF); National Golf Foundation 419 7th Street NW, Suite 401 the Hispanic population in the United States, (NGF); Snowsports Industries America (SIA); Washington, DC 20004 ages 6 and up, which is 35,550,161 individuals. Tennis Industry Association (TIA); USA Football; www.outdoorfoundation.org United States Tennis Association (USTA), International Health, Racquet and Sportsclub The 2017 participation survey sample size of Association (IHRSA); and Sporting Goods 24,134 completed interviews provides a high Manufacturers Association (SGMA). degree of statistical accuracy. All surveys are is a registered trademark of subject to some level of standard error — that is, The Outdoor Foundation. Notes the degree to which the results might differ from Unless otherwise noted, the data in this those obtained by a complete census of every report was collected during the latest 2017 person in the US. A sport with a participation participation survey, which focused on American rate of five percent has a confidence interval of © 2017, All Rights Reserved participation in the 2016 calendar year. Please plus or minus 0.31 percentage points at the 95 note that some information includes data that percent confidence level. was collected during previous surveys, as some questions are not asked every year. A weighting technique was used to balance the data to reflect the total US population ages six Disclaimer and above. The following variables were used: The data contained in this report is for gender, age, income, household size, region, information purposes only. While The Outdoor population density and panel join date. The Foundation and The Coleman Company, Inc. total population figure used was 296,251,344 have made every effort to collect and report people ages six and older. accurate information, neither The Outdoor Foundation nor The Coleman Company, Inc. makes any representation or warranty Youth Interviews of any kind, express or implied, about the All interviews of children under 13 were carried completeness, accuracy, reliability, suitability out following the guidelines set out in the or availability with respect to this report or Children’s Online Privacy Protection Act of 1998 the information or related graphics contained (COPPA). No children were contacted directly. herein. Any reliance you place on such The panel is a balanced sample of households information is therefore strictly at your own risk. with children in each age group, but contact In no event will The Outdoor Foundation or is always made through designated adult The Coleman Company, Inc. be liable for any panelists. The adult panelist receives the survey loss or damage, including without limitation, invitation on behalf of a specified child, age indirect or consequential loss or damage, or any six to 12, and they are asked to complete the loss or damage whatsoever arising from loss of survey together. Respondents ages 13 to 17 are profits arising out of, or in connection with, the contacted in a manner similar to respondents use of this report. Reproduction, distribution, age six to 12, but they are asked to complete republication, and/or retransmission of material the survey themselves. contained within this report is prohibited without the prior written permission of The Outdoor Foundation or The Coleman Company, Inc.

2017 American Camper Report | 54 presented by The Coleman Company, Inc. and The Outdoor Foundation A Partnership Project of:

© 2017, All Rights Reserved