In the United States, the group of outdoor consumers is significantly broader than traditional target demographics. As of June 12, 2015, there were approximately 198 million adults aged 18 to 65, with 60% meeting the criteria for being an outdoor consumer. These individuals engage in at least one hour of outdoor activity per week, have participated in either traditional or non-traditional outdoor activities within the past year, and purchase gear such as clothing, footwear, equipment, or technology for outdoor use.
This demographic is far more diverse and active compared to conventional outdoor enthusiasts. Nearly half of them are women, while those aged 25 to 44 make up almost half of the population. More than a third are from ethnic minority groups, and about a third live in the Southern U.S. The main characteristics of American outdoor consumers include a significant portion living in urban areas, coming from various backgrounds, and being young, energetic, and willing to spend on outdoor gear.
Additionally, 17% of U.S. outdoor consumers are Hispanic, a group that's growing rapidly. Outdoor activities, products, and services play a key role in helping older individuals stay active and enabling parents to introduce their children to nature, even with limited time and budgets. This trend is driving growth in the outdoor market.
Many outdoor consumers seek ways to stay active in their daily lives. One-third of them said they used to be more into sports but believe they will have more time to exercise as they age. Over 30% are interested in trying new outdoor activities and aim to spend more time outdoors. About 43% have children at home and see themselves as shaping the next generation of outdoor enthusiasts. Most believe it’s natural for kids to play outside and encourage them for both physical and mental health benefits.
Interestingly, even those participating in traditional activities like swimming, running, cycling, or hiking don’t necessarily consider themselves dedicated outdoor enthusiasts. This suggests that the concept of outdoor activity is much broader. In fact, most outdoor consumers engage in non-traditional activities such as picnics, casual walks, or relaxed hikes.
For many, going outdoors is a way to relax and stay active. They value the opportunity to enjoy sunlight, breathe fresh air, and spend quality time with family. The barrier to entry is low, with only 11-12% finding the requirements too high. Time and cost are the main factors influencing participation.
Outdoor recreation has become a fundamental social activity for many. Friends, family, and children often influence people’s decisions to go outside, and most do so in groups. Only 20% go out alone. Additionally, 70% use outdoor technology, with smartphones allowing them to share experiences on platforms like Facebook and Twitter. YouTube is the most popular tool for learning about new outdoor activities, while Google is frequently used to discover new locations.
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