New Zealanders in the outdoors Domestic customer segmentation research Department of Conservation March 2020 Crown copyright March 2020 New Zealand Department of Conservation This work is licensed under the Creative Commons Attribution 4.0 International license. In essence, you are free to copy, distribute and adapt the work, as long as you attribute the work to the Crown and abide by the other licence terms. To view a copy of this licence, www.creativecommons.org/licenses/by/4.0. In the interest of forest conservation, we support paperless electronic publishing. 2 Contents Contents ................................................................................................................................................................................................................. 3 Background .......................................................................................................................................................................................................... 7 Research approach .......................................................................................................................................................................................... 7 Key findings ........................................................................................................................................................................................................ 8 1 Participation in outdoor activities .......................................................................................................................................... 10 1.1 Activities undertaken by New Zealanders ............................................................................................................ 10 1.2 Aucklanders in the outdoors ............................................................................................................................................ 11 Aucklanders’ participation in outdoor activities .......................................................................................... 12 What Aucklanders said ................................................................................................................................................. 13 1.3 Cantabrians and Otago residents in the outdoors ............................................................................................ 14 Cantabrians’ participation in outdoor activities ........................................................................................... 14 Otago residents’ participation in outdoor activities ...................................................................................16 What Christchurch and Queenstown residents said ................................................................................. 17 1.4 Companions in the outdoors ........................................................................................................................................... 18 1.5 Influence of seasons ..............................................................................................................................................................19 1.6 Willingness to travel .............................................................................................................................................................19 2 Needs and motivations .................................................................................................................................................................. 20 2.1 Benefits of outdoor experiences ................................................................................................................................... 20 2.2 Needs and motivations of different customer segments .............................................................................. 21 Customer segments ........................................................................................................................................................ 22 Quantitative confirmation of segments ............................................................................................................ 24 Customer segment sizes and descriptions ...................................................................................................... 24 Common characteristics among segments ..................................................................................................... 26 What people said .............................................................................................................................................................. 28 2.3 Delving deeper into the segments .............................................................................................................................. 29 Mindful Actives ................................................................................................................................................................. 29 Social Actives ....................................................................................................................................................................... 31 Enthusiastic Actives ....................................................................................................................................................... 32 Stimulation Actives ........................................................................................................................................................ 34 3 Home-Close Actives ....................................................................................................................................................... 35 Other Things Actives .................................................................................................................................................... 36 3 Cultural perspectives ....................................................................................................................................................................... 39 3.1 Māori perspective .................................................................................................................................................................. 39 Māori participation in outdoor activities .......................................................................................................... 39 What Māori said ................................................................................................................................................................ 40 3.2 New migrant perspective ................................................................................................................................................... 41 New migrant participation in outdoor activities .......................................................................................... 41 What new migrants said .............................................................................................................................................. 43 4 Considerations and concerns ..................................................................................................................................................... 44 4.1 Decision-making .................................................................................................................................................................... 44 Important considerations when choosing where to visit ....................................................................... 44 Decision-making by life stage.................................................................................................................................. 45 Decision-making by segment ................................................................................................................................... 46 Deeper insights into decision-making ............................................................................................................... 46 4.2 Barriers to engaging in outdoor activities ............................................................................................................. 49 4.3 Improving the outdoors ...................................................................................................................................................... 51 5 Safety in the outdoors ..................................................................................................................................................................... 52 5.1 What safety and risk look like ........................................................................................................................................ 53 6 Life stages and abilities .................................................................................................................................................................. 55 6.1 Younger age groups ............................................................................................................................................................. 55 Key qualitative highlights – younger people ................................................................................................. 55 Key quantitative highlights – under 30s ........................................................................................................... 55 6.2 Younger families ...................................................................................................................................................................