2012 American Camper Report

Transcription

2012 American Camper Report
A Look Back and
the Year Ahead
A Partnership Project of:
The cover art represents words Americans
associate with camping. The words are
proportional to the percent of associations.
2 Special Report on Camping
TABLE OF
CONTENTS
Introduction...............................................1
Key Findings..............................................3
Camping Participation..............................5
Profile of a Camping Trip.........................19
Buying Behavior.......................................29
Hispanic Campers: A Focused Look........39
The Future of Camping.............................53
Method......................................................59
Special Report on Camping 3
a
look at 2011
INTRODUCTION
Camping is a true American tradition, and it is gaining in popularity. This 59-page American Camper Report
provides detailed data and analysis on camping trends throughout the United States. The report presents
information on overall participation, preferences, buying behavior and the future of camping. For the first time
in the history of this report, people within the camping industry share the trends that they are seeing in the field.
Another new addition, the report takes an in-depth look at Hispanic American campers to examine this growing
minority’s unique motivations, preferences and barriers.
A Look Back: Overall Trends
The American Camper Report shows that camping participation is growing. In 2011, 42.5 million Americans
— or 14.9 percent of the US population over age six — went camping. This participation rate is up from 39.9
million, or 14.1 percent of the population, in 2010. Whether roughing it in a tent or enjoying a luxury cabin,
campers spent an impressive 534.9 million days camping, an average of 12.6 days per person.
Most reports from private and public campsites support that camping is on the rise across the United States.
A representative from America’s State Parks attributes the increased camper numbers at his campsites to a
number of factors, but especially to the weather, gas prices and overall state of the economy. In addition to these
influencers, the very idea of camping is expanding to appeal to various tastes.
While conventional tents and bare-bones bivys are still available to traditional campers, many campsites are
evolving to more modern tastes, providing such amenities as indoor bathrooms, washers and driers and free
Wi-Fi. Others have gone a step further by offering heated pools, waterslides, zip lines, golf carts and a calendar
full of activities. KOA Campgrounds provides deluxe cabin rentals with flat screen TVs and air conditioning for
customers who want to experience the outdoors with all the conveniences of home.
The trend in this glamorous camping has even earned its own name, “glamping,” and the Travel Channel named
glamping one of the “Five Hottest Trends in Girl Getaways.” Not only popular among females, this type of
luxury camping is often more affordable than hotel accommodations and plane flights, which continues to be a
consideration for families across America during still uncertain economic times.
Although Hispanic campers do not always qualify as full-fledged glampers, this growing minority group certainly
enjoys a less rugged camping experience than non-Hispanic campers. Hispanics are more likely to camp in
cabins than non-Hispanics and less likely to spend the night in a tent or camping in the backcountry. Indeed,
when Hispanics are asked what camping means to them, they are more likely to say words like “party,” “cabin,”
“family,” and “kids.” The report confirms that Hispanic campers are social, using camping as an opportunity
to connect with friends, family and extended family. This is supported by Mandala Research’s “US Travelers
Report,” which finds that Hispanics usually travel with more people than non-Hispanics.
Another important note about Hispanic campers — they tend to spend more money on camping equipment than
non-Hispanic campers. This is probably due to the larger proportion of Hispanics new to the world of camping
relative to non-Hispanics. In fact, 23 percent of Hispanic campers ages 18 and over tried camping for the first
time in 2011. That compares to just two percent of non-Hispanic campers. Expected to grow 33 percent from
2011 to 2020, this population is clearly an important one to engage and inspire.
The Year Ahead: Future Opportunities
In addition to engaging the Hispanic population, all of America must be engaged in camping in order to see
a massive increase in camping participation. And, we must reach Americans at an early age. As research
continually proves — and this report confirms — it is much easier to instill a lifelong love of camping in a child
than an adult. In fact, half of all current participants camped before they were just age seven, when they are still
being shaped by their experiences and impressions. A mere 13 percent took up camping after age 16.
Fathers are, by far, the most likely people to introduce the activity of camping. But, not all children have fathers
who are interested in camping or the outdoors. The outdoor industry, government agencies and civic and
nonprofit organizations must supplement camping experiences for this population to make sure all Americans
have the opportunity to experience the great outdoors through camping — whatever the form.
The 2012 American Camper Report will help explain camping participation, including current camping
participants and non-campers. By understanding the research in this report, stakeholders will better understand
the motivations of all campers and be better suited to transform non-participants into passionate campers and
committed environmental stewards.
Key Findings
Overview of Camping Participation
•Almost 43 million Americans went camping in 2011
for a total of 534.9 million days. Participation is up
from 39.9 million campers and 514.8 million days
in 2010.
•Almost all age brackets added participants, except
the adolescent group.
•Camping gained a net of 2.6 million participants
from 2010 to 2011, but it has a fairly high churn
rate at 16 percent.
•Reports from public and private campsites and the
Outdoor Industry Association illustrate a general
uptick in camping participation.
•The Mountain Region has the highest camping
participation rate.
•Seventy-seven percent of all campers are married or
living with a domestic partner.
•Eighty-four percent of campers participate in
multiple outdoor activities.
Profile of a Camping Trip
•Hiking is the most popular activity to participate in
while camping.
Buying Behavior
•More than half of camping participants are
employed. Twenty-nine percent are students.
•Battery lighting was the most popular purchase
during the past year and was especially popular
among older campers.
•Most camping purchases are planned at home
before taking a camping trip.
Hispanic Campers: A Focused Look
•At an average of 5.52 camping trips per year, the
average Hispanic participant goes camping more
than the average Caucasian participant.
•Hispanic campers are very family-oriented, using
the activity to connect with friends and family.
•Hispanics bought more camping equipment in the
last 12 months than non-Hispanics.
•Twenty-three percent of Hispanic campers ages 18
and over tried camping for the first time in 2011.
•Sixty-seven percent of participants camped the most
in public campgrounds.
•The average camper went on 4.97 camping trips.
•Participants traveled a mean of 190.6 miles away
from home to camp.
• Almost half of all American campers plan their trips
at least one month in advance.
•Seventy percent of all trips are taken with friends.
Future of Camping
•Campers are planning an average of 4.33
camping trips next year.
•Fathers are the most likely person to take someone
camping for the first time.
•The most cited reason for reducing the number of
camping trips are a lack of time due to work and
family commitments.
CAMPING
participation
5.5534.9 Million
Camping participants went
Camping gained participants in 2011 — up to 42.5
million campers from 39.9 million in 2010. That equates
to nearly 15 percent of all Americans over age six.
These participants camped for a total of 534.9 million
days, averaging 12.6 days each.
Camping participation regained most of the losses
it experienced in 2010. Among children and young
adults, participation rates returned to their 2009
numbers. The hard-to-reach adolescent group
maintained the modest gain it saw in 2010. Adults age
25 and older gained some participants but did not
recover to the 2009 highs.
Understanding the demographics, motivations,
behaviors and barriers of camping participants is
critical for increasing participation rates and growing
the activity. The following section provides a detailed
look at camping participation in the United States,
including a new section about camping trends in
popular public and private campgrounds and in
camping equipment sales.
camping a total of 534.9
million days in 2011.
12.6 days
In 2011, camping
participants averaged 12.6
camping days each.
42.5 Million
42.5 million Americans, or
14.9 percent of the population,
got outside to go camping
in 2011.
Overall Camping Participation
Participation in Camping by Year
All Americans, Ages 6+
Backyard, Car and RV Camping
20%
15.7%
43.1 Million
15%
Participation Rate
RV Camping
Backyard and Car Camping*
* Defined as participation in “camping within
1/4 mile of vehicle/home”
15.6%
44.0 Million
15.2%
42.4 Million
14.4%
39.8 Million
14.9%
42.5 Million
14.1%
39.9 Million
10%
13.0%
35.6
Million
5%
11.3%
6.2%
16.9
Million
0%
2006
31.4
Million
5.8%
12.0%
12.2%
33.7
Million
34.3
Million
16.2
Million
2007
5.9%
30.9
Million
6.2%
17.4
Million
16.5
Million
2008
11.5%
10.9%
32.9
Million
5.6%
16.7
Million
15.8
Million
2009
5.8%
2010
2011
Year
Participation in Camping by Age
2009
Participation Rate
30%
2011
2010
20%
10%
0%
25% 23% 25%
20% 21% 21%
17%
6-12
13-17
14%
17%
18-24
18%
16% 17%
11%
25-44
9% 10%
45+
Age
The Leaky Bucket
Campers, Ages 18+
The Leaky Bucket Analysis shows that camping gained a net of 2.6 million participants from 2010 to 2011.
Indeed, camping participation increased from 39.9 million in 2010 to 42.5 million in 2011. Although this
is good news, camping participation has a relatively high churn rate at 16 percent. In other words, many
participants start camping, and at the same time, many participants stop.
To see a massive increase in the camping participation rate, stakeholders should continue to engage new
campers, but they should also focus on reaching current campers, who may be reconsidering their participation.
50,000,000
30,000,000
20,000,000
10,000,000
42,548,000
39,909,000
Churn Rate=
16%
{
Participation Rate
40,000,000
9,006,000
0
-10,000,000
-6,367,000
Total
New/Returning
Participants
Participants
2010
2011
Lost
Participants
2011
Total
Participants
2011
a
look at 2011
REPORTS
FROM
THE FIELD
A Look at Camping Participants
Camping Trends in America’s State Parks
Number of Campers
According to America’s State Parks
60,000,000
40,000,000
55.3
Million
20,000,000
0
2009
52.7
Million
54.0
Million
2010
2011
Year
Camping Trends in America’s National Parks
According to the NPS Camping Report
Number of Campers
Tent
RV
Backcountry
4,000,000
3,000,000
2,000,000
1,000,000
0
3.2
Million
2.2
Million
2009
3.3
Million
1.9
Million
2.3
Million
2010
Year
3.2
Million
1.8
Million
2.2
Million
2011
1.7
Million
Campground Camper Nights, 2011 vs. 2012
According to the 2012 KOA Campgrounds System Performance
New England
+7.4%
Mid Atlantic
-2.0%
Northwest
+1.3%
North Central
+4.9%
Southwest
-0.2%
Southeast
+0.4%
South Central
+5.6%
Total Camper Nights = +1.7%
Camping Equipment Sales, 2010 vs. 2011
According to Outdoor Industry Association VantagePoint
Camping Equipment
End of Year
2011 Sales
End of Year
2010 Sales
Percent
Change
Lifestyle/Travel Packs & Bags
$347,683,713
$293,616,272
+18.41
Tents & Shelters
$223,384,259
$196,469,510
+13.70
Sleeping Bags
$210,378,269
$191,759,449
+9.71
Stoves/Campfire
$192,644,480
$184,902,485
+4.19
Hydration
$160,399,196
$147,446,274
+8.78
Lanterns/Lighting Products
$133,941,654
$128,672,425
+4.10
Technical Packs & Bags
$133,533,548
$120,424,596
+10.89
Airbeds & Accessories
$102,249,489
$97,836,222
+4.51
Coolers/Containers
$94,197,979
$82,451,599
+14.25
TOTAL
$1,598,412,587
$1,443,578,832
+10.73%
?
DEMOGRAPHICS
OF
a look at 2011
CAMPING PARTICIPANTS
A Look at Camping Participants
Annual Camping Days
52+ Times
3%
In 2011, participants camped for 534.9 million days, up
24-51
Times
12-23 Times 7%
14%
from 2010’s 514.8 million days. For some participants,
this meant getting out once a season, and for others,
once a month or week.
1-3 Times
30%
6-11 Times
23%
12.6 days
The average camper went camping
4-5 Times
21%
for a total of 12.6 days in 2011.
Campers Ages 6+
Demographics
Division of Camping Participants by Demographic
Gender
Age
Education
Income
Other
Ethnicity
0.5%
100%
80%
47%
Female
60%
5%
65+
7%
55-64
16%
45-54
17%
35-44
16%
25-34
11%
18-24
11%
13-17
16%
6-12
27%
15%
25%
40%
53%
Male
20%
0%
11%
PostGraduate
24%
College Graduate
22%
1-3 Years of
College
14%
High School
Graduate
8%
1-3 Years of
High School
20%
8th Grade
or Less
4%
6%
Other
Hispanic
$100,000+
$75,000 to
$99,999
$50,000 to
$74,999
22%
$25,000 to
$49,999
12%
Less than $25,000
Caucasian/ White
84%
Asian/ Pacific
Islander
African American/
Black
4%
2%
Geography of Camping Participants
Campers Ages 18+
1
9
4
5
2
3
8
7
6
US Census Regions
1. Pacific
4. West North Central
7. South Atlantic
Participation Rate by Region: 17%
Percent of US Participants: 8%
2. Mountain
5. East North Central
8. Middle Atlantic
3. West South Central
6. East South Central
9. New England
Median Age of Campers, 2006-2011
Median Age of Campers
Campers Ages 6+
33
33
32
32
2008
2009
2010
2011
36
34
32
30
30
29
28
2006
2007
Year
Number of Camping Trips, 2009-2011
Campers Ages 6+
2009
2010
2011
39%
Participation Rate
40%
32%
34%
30%
18% 19%
20%
21%
23%
22%
23%
15%
13%
14%
10%
8%
8%
7%
4% 4%
0%
1-3
4-5
6-11
12-23
24-51
Number of Camping Trips per Year
52+
3%
Participation in Camping by Marital Status
Among camping participants,
Widowed
2%
77 percent are married or living
with a domestic partner, suggesting
that camping is a family-friendly
activity. Only 24 percent are not
currently in a relationship.
Domestic
Partner
6%
Separated
1%
Divorced
5%
Single
16%
Married
71%
Campers Ages 18+
Participation in Camping Among Adults with
Youth in Their Households
Campers Ages 18+
Adults ages 18 and older with children in their households participate in camping at higher levels than
adults without children in their households, which underscores the family-friendly nature of enjoying the
outdoors through camping.
Twenty percent of adults with children in their households participate in camping, while only 11 percent of
adults without children in their households participate. Adults with children ages six to 12 participate at the
highest level, 22 percent.
25%
Participation Rate
20%
15%
20%
10%
5%
0%
19%
22%
20%
11%
No Kid(s)
Ages 1 to 17
in Household
Kid(s)
Ages 1 to 17
in Household
Kid(s)
Ages 1 to 5
in Household
Kids in Household
Kid(s)
Ages 6 to 12
in Household
Kid(s)
Ages 13 to 17
in Household
Words Associated with Camping
Campers Ages 18+
Peace 68%
Escape 74%
Family 57% Adventure 76%
Kids 29%
Party 14%
RV 16%
Weather 51%
Stories 37%
Tent 80 %
Words Least
Associated
Friends 58%
Teenagers 8%
Primitive 37%
Outdoors 94 %
Playground 7%
Easy 20%
Intense 7%
Public 10%
Electricity 6%
Fun 78% Campfire 84 %
Wilderness 79% S’mores 52%
Private 33%
Plan 28%
Discomfort 6%
Difficult 5%
Close-to-Home 5%
Swimming Pool 5%
Wireless Internet 2%
Happiness 66%
Expensive 1%
Economical 45%
Cabin 20%
A Gateway to the Outdoors
Campers Ages 6+
Participation in outdoor recreation often begins with specific “gateway” activities that get
people invoved in various outdoor pursuits. Camping is one of the most popular of these
influential activities. Eighty-four percent of camping participants participate in multiple
Activities
outdoor activities, while only 16 percent participates in camping alone.
Camping and
Another Outdoor
Activity
84%
Camping Only
16%
0%
20%
40%
60%
80%
100%
Participation Rate
Primary Type of Camping Participation
All Campers**
Ages 18+
70%
Participation Rate
60%
50%
40%
66%
30%
20%
10%
0%
Tent
12%
10%
RV
Backcountry/
Backpacking
6%
2%
1%
1%
Cabin
Drive-up
Bivy/
No Shelter
Backyard
Camping Type
Campers by Age**
Ages 18+
18-34
45-54
35-44
55+
80%
70% 70%
Participation Rate
62%
60%
59%
40%
19%
20%
13%
7%
0%
Tent
9%
15% 14%
12%
Backcountry/
Backpacking
8%
5%
7%
Cabin
4%
6%
1% 2%
RV
Drive-up
Camping Type
5% 4%
3%
1% 0% 2%
Bivy/
No Shelter
0% 1% 1% 0%
Backyard
Campers by Gender**
Male
Ages 18+
Female
Notes:
*Yurt and cabin camping
participants have been
combined to determine
gender breakdowns due to
the small number of these
types of campers.
46%
54%
45%
Tent
50%
55%
RV
51%
49%
58%
**Many campers
participated in multiple types
of camping.
Cabin/
Yurt*
Backcountry/
Backpacking
71%
Drive-Up
42%
46%
+ Camping types that
received less than one
percent response have been
left out.
48%
Bivy/
No Shelter
52%
29%
Backyard
Campers by Frequency**
Ages 18+
1-2 Outings
6+ Outings
3-5 Outings
80%
Participation Rate
70%
70%
68%
59%
60%
50%
40%
30%
22%
20%
11% 11%
10%
0%
Tent
9%
Backcountry/
Backpacking
12%
8%
6% 5%
Cabin
5%
3% 2% 2%
RV
Drive-up
1% 0%
3%
Bivy/
No Shelter
1% 0% 0%
0% 0% 0%
Backyard
Yurt
Camping Type
profile of
a camping
trip
Campers average 5.5 camping trips per year. Public
campgrounds are the most popular camping venue,
and within that category, state parks rank as the
favorite destination. To get to their chosen destination,
campers travel an average of 190.6 miles and usually
stay for one or two nights.
Although almost half of campers make the decision
to go camping at least a month in advance, many
campers do not make campsite reservations until the
day of the camp. Thirty-five percent say they made a
walk-in reservation on their last trip.
A large majority of camping trips — 70 percent —
are taken with friends. The younger age bracket is
especially social, with 80 percent camping with friends.
Hiking is, by far, the favorite activity to participate in
while camping. Not only is the activity accessible to
all ages, it requires little gear and allows campers to
explore their surroundings.
Hiking
Hiking is, by far, the
favorite activity to
participate in while
camping.
38 State Parks
Almost half of all camping
participants chose to
reserve campsites at state
parks, making them the
most popular place
to stay.
190.6 miles
Campers travel an average
distance of 190.6 miles for
camping trips.
Camping in the last 12 months...
Camping Trip Venue
Backyard
2%
Event
4%
In 2011, 67 percent of camping participants camped
the most in public campgrounds, which include local,
state and national park campgrounds.
Other
13%
4.47 Times
Private Campground
14%
Public Campground
67%
The average camper went on 4.47
camping trips in 2011.
Campers Ages 18+
Frequency of Camping Trips
Campers, Ages 18+
Participation Rate
40%
30%
20%
37%
35%
19%
10%
9%
0%
1-2 Times
3-5 Times
6-10 Times
10+ Times
Number of Camping Trips
Most recent camping trip...
Length of Trip
7+
5-6 Nights
Nights 7%
8%
During their last trip, most campers, 60
percent, took camping trips that lasted one
or two nights. Only 15 percent took trips that
lasted five nights or more.
1-2 Nights
60%
3-4 Nights
26%
Campers, Ages 18+
Distance from Home
Campers, Ages 18+
On their last outing, camping participants traveled a mean of 190.6 miles away from home. The majority of
campers, 86 percent, stayed within 300 miles from home.
Camping Participants
50%
40%
30%
40%
20%
10%
0%
28%
18%
50Miles
51-150
Miles
151-300
Miles
7%
8%
301-500
Miles
500+
Miles
Distance Traveled for Camping Trip
Days Decision Made to Go Camping Before Trip
Campers, Ages 18+
Camping is not a spontaneous activity for most Americans. Almost half of all American
campers plan their trips at least one month in advance.
50%
40%
30%
47%
20%
28%
10%
0%
2%
11%
12%
Day of Departure
1-3 Days
4-7 Days
2-4 Weeks
1+ Months
Time before Camping Trip
Days Campsites Reserved Before Trip
Campers, Ages 18+
Of those campers who choose to stay at campsites, most walk in with no prior reservation.
Thirty-five percent make walk-in reservations.
40%
30%
20%
35%
10%
0%
17%
4%
Walk-in
1-3
Days
19%
10%
7%
4-7
Days
2-4
Weeks
1+
Months
3+
Months
6%
6+
Months
2%
1+
Years
Type of Camping Reservation
Campers, Ages 18+
The most popular place to make a camping reservation is at one of America’s more than 7,000 state parks.
Of those that made camping reservations during their last camping trip, almost half made the reservation at a
state park.
47%
State Park
National Park or Forest
19%
Locally-Owned
Private Campground
19%
6%
Type of Reservation
City/Local
3%
KOA
Scout
1%
Military
1%
Permit to Stay
1%
Other Organization
1%
Other Private
1%
Other
1%
0%
10%
20%
30%
40%
Percentage of Camping Reservations
50%
Camping Companions
Campers by Age
With 70 percent of all camping trips are taken with friends, camping is clearly a social
activity. The youngest age bracket is the most social, taking 80 percent of their camping trips
with friends.
“With whom have you camped in the last
12 months?”
Ages
18-35
Ages
35-44
Ages
45-54
Ages
55+
All
Ages
Friend(s)
80%
67%
61%
61%
70%
Spouse/Significant Other
66%
58%
53%
51%
59%
Immediate Family
38%
58%
56%
39%
47%
Extended Family
18%
17%
18%
14%
17%
Kids/Grandkids, Ages 2-8
15%
30%
16%
12%
18%
Kids/Grandkids, Ages 2 and Under
7%
7%
3%
5%
6%
5%
24%
23%
12%
14%
2%
9%
18%
9%
8%
Other People
2%
2%
1%
1%
1%
Cubs/Scouts
1%
4%
4%
3%
3%
Coworkers
1%
2%
0%
0%
1%
Sports Team
1%
1%
1%
0%
1%
Dog
1%
0%
0%
0%
1%
Cycle Club
0%
0%
1%
1%
0%
Church
0%
0%
1%
0%
0%
Other Groups
0%
2%
2%
0%
1%
Alone
0%
0%
1%
2%
1%
Motivation for Camping
Campers, Ages 18+
“What is the main motivation for camping?”
Ages
18+
Camping itself
33%
To escape the grind
23%
An equal mix of camping and sports activities
13%
To teach my kids/the next generation about the outdoors
10%
To meet family and friends
7%
To enable participation or competition in other sports or
active pursuits
6%
To save money compared to other vacation options
3%
To stay close to an event without a hotel
2%
To see
theReport
outdoors
25 Special
on Camping
2%
The simple act of camping is the
biggest motivation for taking a
camping trip. Thirty-three percent
of camping participants camp just
because they enjoy it, which is a
strong indicator that camping is here
to stay.
Decision Making
Campers, Ages 18+
“In general, who decides to
go camping?”
Ages
18-34
Ages
35-44
Ages
45-54
Ages
55+
All Ages
Me
55%
53%
59%
63%
57%
Male Spouse/Significant
Other
18%
17%
13%
7%
15%
Friends
16%
9%
8%
10%
11%
Female Spouse/Significant
Other
5%
7%
9%
8%
7%
Parents
3%
1%
1%
0%
1%
Children
0%
9%
9%
8%
5%
Grandparents
0%
0%
0%
0%
0%
Other
3%
4%
2%
4%
3%
The majority of all camping
participants say they make
the decision to go camping
most often, but there are some
differences among age groups.
While those ages 55 and older
are the most likely to say they
make the decision themselves,
younger campers are more
dependent on a male spouse or
on friends.
Camping Arrangements
Campers, Ages 18+
“In general, who makes the
arrangements to go camping?”
Ages
18-34
Ages
35-44
Ages
45-54
Ages
55+
All
Ages
Me
62%
65%
70%
75%
67%
Male Spouse/Significant
Other
15%
13%
11%
5%
12%
Friends
12%
7%
6%
9%
9%
Female Spouse/Significant
Other
4%
8%
6%
5%
6%
Parents
4%
1%
0%
0%
2%
Siblings
2%
2%
1%
0%
1%
Family Decision
1%
1%
1%
0%
0%
Children
0%
0%
1%
1%
0%
Grandparents
0%
0%
1%
0%
0%
Joint Decision (Self+Spouse)
0%
1%
1%
2%
1%
Scouts
0%
1%
1%
0%
0%
Group/Organization
0%
0%
2%
1%
1%
Other
1%
0%
0%
1%
0%
Like making the decision to
go camping, most people say
they also make the camping
arrangements themselves. Also
like decision making, younger
campers are more reliant on
a male spouse and on friends.
Those ages 55 and older are
the most likely to say they make
the camping arrangements by
themselves.
Favorite Activities while Camping
Campers, Ages 18+
Hiking is, by far, the most popular sports and leisure activity to participate in while camping. Seventy-six percent of
camping participants say they enjoy hiking while camping. Outdoor cooking is a distant second at 32 percent.
76%
Hiking
32%
Outdoor Cooking
23%
Fishing
20%
Trail Running
18%
Kayaking
18%
Photography
14%
Bicycling (Mountain)
14%
Canoeing
13%
Card/Board Games (Uno, Pitch, Life etc)
12%
Running/Jogging
12%
Bicycling (Road)
10%
Outdoor Activities
Climbing
6%
Boating
6%
Traditional Yard Games
Triathlon
4%
Rafting
4%
3%
Hunting
2%
Snowshoeing
Snorkelling
1%
Stand-Up Paddling
1%
Sailing
1%
Scuba Diving
1%
1%
Surfing
Skiing (Cross-Country)
1%
Wakeboarding
1%
1%
Snowboarding
1%
Skiing (Alpine)
14%
Other
0%
10%
20%
30%
40%
50%
60%
70%
Percentage of Camping Participants
Note: Activities that received less than one percent response have been left out.
80%
General Sports and Leisure Participation
Campers, Ages 18+
Even when camping participants are not out camping, they still enjoy hiking. Seventy-six percent of participants say
hiking is their favorite sports and leisure activity. Running or jogging comes in a close second at 71 percent and
road biking third at 58 percent. Running or jogging and road biking are not nearly as popular while camping —
only 12 percent of campers report participating in these activities while on a camping trip.
76%
Hiking
71%
Running/Jogging
58%
Bicycling (Road)
51%
Trail running
47%
Outdoor cooking
40%
Photography
38%
Card/Board Games
33%
Kayaking
31%
30%
30%
Fishing
24%
Outdoor Activities
Triathlon
22%
Canoeing
21%
Skiing (Alpine)
20%
Boating
20%
Snowshoeing
17%
Climbing
13%
Snorkelling
13%
Skiing (Cross-Country)
13%
Rafting
10%
Hunting
8%
Stand-Up Paddling
7%
7%
Scuba Diving
Snowboarding
5%
Sailing
5%
Surfing
4%
3%
Swimming
Wakeboarding
1%
Yoga
1%
ATV/Off-Road
1%
Tennis
0%
10%
20%
30%
40%
50%
60%
70%
80%
BUYING
BEHAVIOR
Airbed/Mattress
Eighty-one percent of campers are employed or are fulltime students, implying that these individuals feel they
can afford to leave home, buy gear, reserve campsites
and make other camping expenses.
Campers consider tents the most essential piece of
camping gear to take on an outing. Airbeds or air
mattresses are considered the biggest luxury. Battery
lighting was the most recently purchased piece of
camping equipment and was especially popular among
campers over age 45.
Most camping purchases are not impulsive. In fact,
both new and replacement camping items are typically
planned at home before the camping trip.
Airbeds or air mattresses
are considered the
greatest luxury product to
have on a camping trip.
53%
More than half, 53 percent, of
campers are employed.
Battery Lighting
Battery lighting was the most
popular purchase during the
past year and was especially
popular among older
campers.
Camping Participation by Employment Status
Campers Ages 6+
Employment affects whether Americans participate in camping. More than half of camping participants
are employed, and only four percent are temporarily unemployed. Twenty-nine percent of camping
participants are students, who are not employed.
Disabled,
Not employed
2%
Other
1%
Temporarily
Unemployed
4%
Retired,
Not Employed
6%
Self-Employed
6%
Homemaker,
Not Employed
8%
Work for Someone
Else Part-time
9%
Work for Someone
Else Full-time
38%
Student,
Not Employed
29%
Campers, Ages 6+
Most Essential Camping Products
Campers Ages 18+
Thirty-nine percent of campers say that a tent is the most essential camping product. Sleeping bags come in
second at 25 percent.
39%
Tent
25%
Sleeping Bag
4%
Products
Stove
Airbed/Matress
3%
Fire/Wood/Firestarters
3%
Backpack
2%
Bug Spray
2%
Clothes
2%
Cooler/Fridge
2%
Food/Drink
2%
Shelter/Tarpaulin
2%
Flashlights/Lanterns
2%
Clean Water
2%
Camper/RV
1%
Chairs
1%
Shoes
1%
Toilet Facilities
1%
Trailer
1%
Tools
1%
Others
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Most Luxury Camping Products
Campers Ages 18+
When it comes to non-essential camping products, airbeds and mattresses are considered the most
luxurious camping product to have on a trip. Camping stoves came in second at 14 percent.
28%
Airbed/Matress
14%
Stove
8%
Products
Camper/RV
Tent
5%
Sleeping Bag
5%
Shower/Washing facilities
5%
TV/Electronics
4%
Chairs
4%
Air conditioning/Heating
4%
Wi-Fi/GPS
3%
Pillow
3%
Electricity/Power
3%
Coffee
3%
2%
Toilet Facilities
2%
Food./Drink
2%
Cooler/Fridge
Trailer
1%
Clean Water
1%
Flashlights/Lanterns
1%
Cooking Untensils
1%
Clothes
1%
Others
1%
0%
5%
10%
15%
20%
25%
30%
Spending on Sports and Recreation in 2011,
Compared to 2010
Campers, Ages 6+
“How much did you spend in 2011, compared
to 2010?”
More
Same
Outdoor Recreation Activities
13%
52%
9%
27%
Sports/Recreation Footwear
12%
45%
9%
34%
Sports/Recreation Clothing
12%
43%
9%
36%
Sports/Recreation Equipment
11%
39%
10%
41%
Travel to Take Part in Sports/Recreation
10%
33%
8%
49%
Team Sports Outside of School
9%
24%
7%
61%
Team Sports at School
7%
19%
5%
70%
Lessons/Instructions/Sports Camps
7%
17%
5%
71%
Gym Memberships
7%
19%
5%
69%
Individual Sporting Events
5%
15%
4%
77%
Winter Sports
4%
15%
7%
73%
Golf Membership/Fees
2%
10%
3%
84%
Tennis Membership/Fees
1%
6%
2%
91%
Less No spending
Plans for Spending on Sports and Recreation in
2012, Compared to 2011
Campers, Ages 6+
“How much will you spend in 2012, compared
to 2011?”
More
Same
Outdoor Recreation Activities
15%
50%
6%
29%
Sports/Recreation Footwear
12%
47%
11%
31%
Travel to Take Part in Sports/Recreation
11%
32%
7%
50%
Sports/Recreation Clothing
11%
45%
11%
33%
Sports/Recreation Equipment
10%
41%
11%
37%
Team Sports Outside of School
9%
25%
5%
61%
Team Sports at School
8%
20%
4%
69%
Lessons/Instructions/Sports Camps
8%
20%
4%
68%
Gym Memberships
7%
22%
4%
67%
Individual Sporting Events
7%
18%
3%
72%
Winter Sports
7%
19%
4%
70%
Golf Membership/Fees
3%
13%
3%
82%
Tennis Membership/Fees
1%
9%
2%
88%
Less No spending
Camping Purchases in the Last Year
Campers, Ages 18+
Over the past year, most campers bought battery lighting, propane or liquid fuel lighting,
backpacks, airbeds, sleeping bags, coolers and tents. Campers under age 35 were relatively
more likely to buy backpacks, while those over age 45 were more likely to buy battery lighting.
Age
18-34
Age
35-44
Age
45-54
Age
55+
All
Campers
Backpack
29%
24%
20%
11%
23%
Battery Lighting
26%
36%
42%
40%
34%
Propane or Liquid Fuel Lighting
25%
25%
27%
25%
25%
Cooler
24%
27%
20%
15%
22%
Sleeping Bag
23%
27%
22%
15%
22%
Tent
23%
23%
18%
17%
21%
Airbed
19%
28%
22%
26%
23%
Camp Furniture
16%
20%
20%
14%
18%
Camp Stove
14%
12%
15%
10%
13%
Portable Grill
12%
9%
11%
8%
10%
Bicycle to Take Camping
3%
4%
4%
2%
3%
Cooking/Food
3%
2%
1%
1%
2%
Recreational Vehicle (RV)
2%
3%
1%
3%
2%
Beds/Bedding/Cots
1%
2%
2%
7%
3%
Shelter
1%
2%
1%
2%
1%
Clothing
1%
1%
0%
2%
1%
Tools
1%
1%
1%
0%
1%
Heating
1%
0%
0%
0%
0%
Equipment
0%
1%
2%
2%
1%
Storage
0%
1%
1%
2%
1%
Lighting
0%
2%
1%
0%
1%
Water
0%
1%
1%
1%
1%
Others
0%
0%
0%
1%
0%
None
1%
3%
3%
6%
3%
“What did you purchase in the last 12 months?”
Most recent purchase...
Kind of Purchase
Surveying the kind of item camping
participants bought during their last
camping equipment purchase reveals
what kind of purchases they
usually make.
49%
Replacement
In 2011, there were slightly more new
items (51 percent) purchased than
replacement items (49 percent).
51%
New
Campers, Ages 18+
Importance of Product Reviews
Campers, Ages 18+
Campers are split on the importance of product reviews. While 25 percent say that reviews
are “not important at all,” an equal percentage rates reviews as “important.”
30%
20%
25%
22%
10%
25%
17%
11%
0%
Not Important
at All
Not Important
Neutral
Importance
Important
Very Important
Most recent purchase...
Purchasing Decision
Campers, Ages 18+
Almost 60 percent of new camping purchases and 66 percent of replacement camping
purchases are planned while the camper is at home before setting off on the camping trip. Very
few camping purchases are made spontaneously.
New Item
“If your most recent purchase was a new item,
when was the purchase decision made?”
Age
18-34
Age
35-44
Age
45-54
Age
55+
All
Campers
At home, prior to the camping trip
63%
62%
57%
47%
59%
While camping
12%
12%
16%
13%
13%
Reviewing camping equipment online
10%
6%
6%
16%
9%
While in a camping equipment store
6%
9%
11%
9%
8%
When seen in shop
2%
3%
1%
4%
2%
Bought for another trip
4%
1%
1%
0%
2%
Looking through a printed catalog
0%
1%
1%
4%
1%
On sale
0%
1%
3%
0%
1%
Gift
2%
1%
0%
2%
1%
Saw at trade show
0%
1%
0%
2%
1%
Need for other family member
0%
0%
1%
2%
1%
When needed
1%
2%
0%
0%
1%
Following previous trip
0%
0%
1%
0%
0%
Other
0%
1%
1%
0%
0%
Age
18-34
Age
35-44
Age
45-54
Age
55+
All
Campers
At home, prior to the camping trip
69%
67%
65%
63%
66%
While camping
17%
16%
21%
23%
19%
While in a camping equipment store
6%
9%
5%
5%
6%
Reviewing camping equipment online
2%
1%
4%
4%
3%
Looking through a printed catalog
2%
4%
1%
1%
2%
When old item broke/wore out
1%
2%
4%
0%
2%
When seen on sale/price right
1%
1%
0%
2%
1%
Other
1%
0%
0%
2%
1%
Replacement Item
“If your most recent purchase was a replacement
item, when was the purchase decision made?”
Retailers by Type of Camping
Campers, Ages 18+
REI is the most popular place to shop for all campers, but especially for tent campers (at 41 percent) and
backcountry campers (at 45 percent). Walmart is the second most popular place to shop for camping
equipment for all campers except backcountry campers. Only four percent of backcountry campers report
shopping for camping products at Walmart.
“Which of the following retailers would you
most often buy products for different types of
camping?”
Tent
RV
Backcountry
Cabin
Drive-up
REI
41%
16%
45%
20%
25%
Walmart
11%
11%
4%
15%
14%
SierraTradingPost.com
6%
2%
5%
2%
3%
Dicks Sporting Goods
5%
2%
2%
2%
4%
Cabela's
4%
3%
4%
3%
3%
Target
4%
6%
1%
14%
9%
EMS
3%
1%
3%
1%
2%
Amazon.com
3%
3%
2%
3%
2%
Backcountry.com
3%
0%
5%
1%
0%
Gander Mountain
3%
2%
3%
2%
2%
Bass Pro Shops
2%
1%
1%
1%
1%
Academy
2%
2%
1%
1%
2%
Big 5
1%
1%
1%
1%
1%
The Sports Authority
1%
0%
1%
0%
1%
Camping World
1%
5%
0%
1%
1%
KMart
0%
0%
0%
0%
1%
Moosejaw.com
0%
0%
1%
0%
0%
Fred Meyer
0%
1%
0%
1%
1%
Other
6%
4%
6%
4%
4%
Note: Retailers that received less than one percent response have been left out.
HISPANIC
CAMPERS: A
FOCUSED LOOK
5.64 outings
The average Hispanic camper went
on 5.64 camping trips, compared
to just 4.87 camping trips that
Caucasian/Non-Hispanics
went on.
Hispanic Americans are growing in population and
influence. In fact, while the overall US population is
expected to grow by less than ten percent from 2011 to
2020, the Hispanic population in the US is expected to
grow by nearly 33 percent.
Currently, this large minority group is underrepresented
in camping, making up only six percent of America’s
camping participants. In an effort to engage this
important and influential group, the following section
takes a focused look at Hispanic camping participants.
Although the American Camper Report surveyed a
fraction of the Hispanic camping populuation, this
directional data provides insights into this group’s
unique behaviors, perceptions and preferences.
74%
Seventy-four percent of
Hispanic campers go on
outings with friends.
Public
Campgrounds
Seventy-one percent of Hispanic
campers used a public
campground in 2011.
Demographic Projections for the US Population
All Americans, Ages 6+, based on the US Census Bureau and Nielsen Projections
Hispanic
Caucasian/
Non-Hispanic
350,000,000
Population
300,000,000
58.2
Million
(18.6%)
43.8
Million
(15.3%)
50.3
Million
(17.0%)
242.0
Million
245.8
Million
254.9
Million
2011
2016
2020
250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
0
Year
Demographic Projections of Camping Participants
Campers, Ages 6+
Hispanic
Caucasian/
Non-Hispanic
50,000,000
3.5
Million
(8.2%)
4.6
Million
(10.3%)
6.0
Million
(12.7%)
40,000,000
30,000,000
20,000,000
39.1
Million
40.1
Million
41.5
Million
2011
2016
2020
10,000,000
0
Year
camping participation
Annual Outings
In 2011, Hispanic camping participants made
10+ Times
13%
33.1 million outings. For some participants, this
meant getting out once a season, and for others,
6-10 Times
15%
once a month or week.
1-2 Times
42%
5.64 outings
3-5 Times
30%
In 2011, the average Hispanic
camper went on 5.64 camping
trips, compared to the 4.87
camping trips that Caucasian/
Non-Hispanics went on.
Hispanic Campers, Ages 18+
Demographics
Division of Hispanic Camping Participants
Gender
Age
100%
80%
45%
6%
55+
17%
45-54
19%
35-44
16%
28%
$100,000+
20%
$75,000 to
$99,999
17%
$50,000 to
$74,999
24%
$25,000 to
$49,999
Other
1%
40%
48%
20%
10%
18-24
11%
Less than $25,000
34%
South
13%
Northeast
11%
Midwest
41%
West
College Graduate
1-3 Years of
College
25-34
Female
0%
36%
Region
PostGraduate
Male
60%
55%
Education
Income
42%
High School
Graduate
4%
3 Years of
High School
or Less
1%
Primary Type of Camping Participation
Hispanics and Caucasian/Non-Hispanic Campers, Ages 18+
Hispanics are realtively more likely to go backyard and cabin camping than Caucasians. They are
less likely to do more rugged camping, like backcountry and tent camping.
Hispanic
Caucasian/
Non-Hispanic
66%
70%
Participation Rate
60% 57%
50%
40%
30%
20%
11% 13%
10%
0%
Tent
RV
17%
6%
11%
Backcountry/
Backpacking
6%
Cabin
3% 3%
0% 1%
Drive-Up
Bivy/
No Shelter
5%
0%
1% 0%
Backyard
Yurt
Camping Type
Differences in Words Associated with Camping
Word associations confirm that Hispanics prefer a more “soft rugged” camping experience than Caucasians.
Hispanics are more likely to associate camping with “party,” “cabin,” “family,” and “kids” and less likley to say
“outdoors,” “campfire,” “wilderness” and “primitive.”
Hispanic
Caucasian/
Non-Hispanic
95%
100%
80%
85%
80%
71%
60%
79%
65%
57%
62%
40%
33%
28%
19%
20%
0%
Outdoors
Campfire
Family
Wilderness
Kids
38%
32%
32%
Cabin
28%
13%
Party
Primitive
Word Associations
profile of a camping trip
Other
2%
Event
4%
Backyard
8%
Camping Trip Venue
Among Hispanic campers, public
Private Campground
15%
campgrounds are popular, with
Public Campground
71%
participants taking 71 percent of
their outings to public campgrounds
in the last year.
Hispanic Campers, Ages 18+
Frequency of Camping Trips
Hispanics and Caucasians are evenly split on the frequency of camping trips. Seventy-two percent of
Hispanics take five or fewer camping trips per year, as do Caucasians. Twenty-eight percent of each
group take six or more trips. Hispanics average slightly more trips, 5.64 trips, compared to 4.87.
Hispanic
Caucasian/
Non-Hispanic
Participation Rate
50%
40%
30%
20%
42%
36%
30%
36%
10%
0%
15%
1-2 Times
3-5 Times
20%
6-10 Times
Number of Camping Trips
13% 8%
10+ Times
Camping Companions
As seen in other sports and activities, Hispanic campers are very familyoriented. This group uses camping as an opportunity to connect with friends,
family and extended family.
“With whom have you camped
in the last 12 months?”
Hispanic
Campers
Caucasian/Non-Hispanic
Campers
Friend(s)
74%
69%
Spouse/Significant Other
57%
60%
Immediate Family
53%
47%
Kids/Grandkids, ages 2-8
22%
18%
Extended Family
23%
17%
17%
14%
8%
8%
Kids/Grandkids, ages 2 and
younger
5%
6%
Cubs/Scouts
1%
3%
Other Groups
0%
1%
Coworkers
0%
1%
Alone
0%
1%
Dog
0%
1%
Sports Team
0%
1%
Others
2%
1%
Note: Answers with less than one percent response were not included.
Top Favorite Activities while Camping
Campers, Ages 18+
When compared to their Caucasian counterparts, Hispanics are less likely to hike, trail run and mountain bike
while camping. Instead, these campers are more likely to enjoy outdoor cooking, fishing and photography.
Hispanic
Caucasian/
Non-Hispanic
53%
Hiking
78%
Outdoor cooking
34%
Fishing
22%
30%
Photography
17%
19%
18%
Kayaking
Outdoor Activities
43%
30%
17%
Bicycling (Road)
12%
Card/Board Games
12%
16%
14%
Climbing
9%
Boating
6%
13%
13%
5%
12%
Trail running
21%
12%
14%
12%
13%
Running/Jogging
11%
Canoeing
15%
0%
10%
20%
30%
40%
50%
60%
70%
Note: Answers with less than 11 percent response were not included.
80%
Top 10 Sports and Leisure Participation
Campers, Ages 18+
Hispanic campers are generally less active than Caucasian campers. Although running or jogging is the most
popular sports and leisure activity among Hispanic campers, only 44 percent say they participate, while 73
percent of Caucasian campers participate.
Hispanic
Caucasian/
Non-Hispanic
44%
Running/Jogging
73%
42%
Hiking
79%
36%
Outdoor Activities
Photography
41%
35%
38%
Card/Board Games
31%
Bicycling (Road)
60%
30%
Outdoor cooking
49%
26%
Kayaking
34%
25%
31%
23%
31%
23%
Fishing
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Note: Answers with less than 23 percent response were not included.
Days Decision Made to Go Camping Before Trip
Hispanic campers tend to make decisions closer to the travel date. Hispanics make the decision to go camping an
average of 27.0 days before the outing, compared to 36.1 days among Caucasians.
Hispanic
Caucasian/
Non-Hispanic
50%
40%
30%
49%
20%
10%
8%
0%
17%
1%
Day of Departure
10%
1-3 Days
19%
20%
28%
11%
4-7 Days
2-4 Weeks
36%
1+ Months
Days Campsites Reserved Before Trip
Like the decision to go camping, Hispanics also usually make camping reservations closer to the travel date.
Hispanic campers make campsite reservations an average of 44.39 days before the trip, while Caucasian campers
make reservations an average of 54.84 days before the trip.
Hispanic
Caucasian/
Non-Hispanic
50%
40%
40%
35%
30%
20%
17%
11%
10%
0%
6%
Walk-in
4%
1-3
Days
17% 18%
11%
10% 11%
7%
6%
2%
4-7
Days
2-4
Weeks
1+
Months
3+
Months
6+
Months
3% 2%
1+
Years
buying behaviorn
Camping Purchase in the Last Year
The buying patterns for Hispanic campers are in line with the fact there are more first time
campers in this group. Hispanics bought more camping equipment in the last 12 months.
The Hispanic purchase patterns also mirror what they like to do on camping trips, like cook
outdoors. Twenty-nine percent purchased a portable grill and 35 percent purchased a cooler.
Hispanic
Campers
Campers
Battery lighting
39%
34%
Airbed
36%
22%
Cooler
35%
21%
Backpack
33%
21%
Sleeping bag
31%
21%
Portable grill
29%
9%
Tent
28%
21%
Propane or liquid fuel lighting
26%
25%
Camp furniture
20%
18%
Camp stove
19%
12%
Bicycle to take camping
12%
3%
Recreational Vehicle (RV)
1%
3%
Beds/Bedding/Cots
0%
3%
Cooking/Food
0%
2%
Shelter
0%
2%
Equipment
0%
1%
Clothing
0%
1%
Storage
0%
1%
Tools
0%
1%
Water
0%
1%
None
2%
3%
“What did you purchase in the last 12 months?”
the future of camping
First Time Hispanic Camping Participants
Age 11
Hispanics tend to have their first
experience of camping at an older
age than Caucasians. Thirty-six
percent of Hispanics had their first
experience after the age of 10,
compared to only 21 percent
of Caucasians.
23% of Hispanic campers
ages 18 and over tried camping for the
first time in 2011. That compares to just 2%
of Caucasian/Non-Hispanic campers.
Who Introduces Hispanics to Camping
“Who/what group took you
camping for the first time?”
Hispanic
Campers
Campers
Father
35%
45%
Friend
13%
12%
Church
10%
4%
Boy scouts
9%
12%
Mother
8%
9%
Community Center/Youth
Program
7%
2%
Girl scouts
3%
7%
YMCA/YWCA
2%
1%
Brother
2%
1%
Family
2%
1%
Sister
2%
0%
Grandparents
2%
0%
Spouse
1%
2%
School
1%
1%
Aunt/Uncle
1%
0%
Both Parents
0%
1%
Summer Camp
0%
1%
Other
2%
1%
Although Hispanics, like
Caucasians, are most likely to
be introduced to camping by
their fathers, they are relatively
more likely to be introduced by
church or youth groups.
Camping in the last 3 years...
Number of Trips Taken
“In the last three years (including this
year), how would you characterize
your camping activity?”
Hispanic
Campers
Campers
Fewer trips now, and they are shorter
21%
27%
Thirty-five percent of Hispanic
More trips now, but they are shorter
18%
13%
campers say they are taking
More trips now, and they are longer
17%
13%
About the same number of trips, but
they are shorter
more camping trips (either
14%
8%
No significant change in our activity
13%
28%
Fewer trips now, but they are longer
9%
8%
About the same number of trips, but
they are longer
7%
4%
shorter or longer) than they used
to, compared to only 26 percent
of Caucasian campers.
Reasons for Taking Fewer Trips
“What keeps you from participating in
outdoor activities more often?”
Hispanic
Campers
Campers
Lack of time due to work/school
commitments
40%
41%
For Hispanic campers, expense
Lack of time due to family commitments
29%
26%
and family commitments are
Not enough vacation time
10%
8%
It's too expensive
9%
2%
Price of fuel
8%
4%
No one to go with
5%
6%
Distance/Too far to travel
0%
3%
Too old
0%
3%
Have other interests
0%
2%
Couldn't get a reservation
0%
2%
Wife doesn't like
0%
1%
I need better or different equipment
0%
1%
The weather has been poor
0%
1%
Fire regulations
0%
1%
bigger reasons for taking fewer
camping trips than they are for
Caucasian campers.
Most Time-Consuming Aspect of Camping
“What is the most time-consuming aspect that you lack the
time to complete?”
Hispanic Caucasian/Non-Hispanic
Campers
Campers
Finding Time to Get Away
60%
55%
Planning
15%
11%
Clean-up/Maintenance of
Gear upon Return
10%
11%
Traveling
9%
10%
Packing/Unpacking
6%
12%
Campers, regardless of ethnic
affiliation, agree that finding the
time to get away is the most timeconsuming aspect of going on a
camping trip.
THE FUTURE
OF CAMPING
3+ Trips
Sixty-eight percent of campers
plan to take three or more
camping trips next year.
Engaging and inspiring young Americans to get outside
and enjoy camping is critical to their enjoyment of the
activity throughout life. Half of all current campers
went camping before they were age seven. On the
other hand, it is difficult to encourage adults to try
camping for the first time.
The first camping experience is typically provided by
fathers. Forty-four percent all campers say their fathers
took them on a first camping excursion.
In the next year, campers are planning an average
of 4.33 camping trips, down from 5.52 camping trips
made during the previous year. Campers’ plans for
trips next year are a mixed bag — while 39 percent
are planning the same number of trips, 35 percent are
planning fewer and 26 percent are planning more.
Sixty-seven percent of those who are planning fewer
trips blame family, school and work commitments.
67%
Sixty-seven percent of
campers say they are taking
fewer trips because of family,
work or school commitments.
Fathers
Fathers are cited by 44 percent
of campers as the person that
introduced them to camping.
First Time Camping Participants
Age 7
Fifty percent of all
campers took their first
camping trip before
age seven.
13%
age 18+ who tried the
Only 13 3% of campers
1%
of
campers ages
activity for the first time in 2011.
percent of
18 and over tried camping
camping
for the first time in 2011.
participants
camped for the
first time when
they were age
16 or older.
Who Introduces People to Camping
“Who/which group took you
camping for the first time?”
Ages
18-34
Ages
35-44
Ages
45-54
Ages
55+
All
Ages
Father
49%
43%
48%
29%
44%
Mother
13%
10%
5%
0%
8%
Friend
11%
15%
15%
12%
13%
Boy Scouts
7%
10%
10%
23%
11%
Girl Scouts
7%
4%
8%
8%
7%
Church
4%
4%
3%
9%
5%
Community Center/Youth
Program
3%
1%
3%
3%
3%
YMCA/YWCA
1%
2%
0%
1%
1%
Both Parents
1%
2%
1%
1%
1%
Spouse
1%
2%
3%
3%
2%
Brother
1%
1%
0%
2%
1%
Family
1%
1%
0%
1%
1%
Summer Camp
1%
0%
1%
3%
1%
Grandparents
0%
1%
0%
0%
0%
Aunt/Uncle
0%
0%
1%
0%
0%
Sister
0%
1%
0%
1%
0%
School
0%
2%
1%
0%
1%
Self
0%
0%
1%
0%
0%
Other
1%
2%
1%
3%
1%
Forty-four percent of campers
were introduced to camping
by their fathers. Mothers
had greater influence over
younger generations than older
generations, suggesting that more
women are becoming active
campers.
Number of Trips Taken
Campers, Ages 18+
Twenty-seven percent of camping participants have not changed the amount or length of camping trips
they have taken in the past three years, and an equal number are taking fewer trips that are shorter.
“In the last three years (including this year), how
would you characterize your camping activity?”
Age
18-34
Age
35-44
Age
45-54
Age 55+
All Ages
No significant change in our activity
28%
24%
33%
24%
27%
Fewer trips now, and they are shorter
24%
27%
29%
28%
27%
More trips now, and they are longer
15%
13%
12%
10%
13%
More trips now, but they are shorter
15%
17%
9%
7%
13%
Fewer trips now, but they are longer
6%
11%
6%
14%
8%
About the same number of trips, but they are
shorter
8%
7%
6%
9%
8%
About the same number of trips, but they are
longer
3%
3%
4%
8%
4%
Most Time-Consuming Aspect of Camping
Campers, Ages 18+
Just finding the time to get away can be the biggest barrier to getting out the door and into the outdoors.
The majority, 55 percent, of campers agrees that finding the time to get away is the most time-consuming
aspect of camping. Most campers are not daunted by the logistics of camping, like traveling, planning
and packing.
“What is the most time-consuming aspect that you
lack the time to complete?”
Age
18-34
Age
35-44
Age
45-54
Age 55+
All Ages
Finding Time to Get Away
56%
56%
55%
53%
55%
Traveling
13%
7%
9%
12%
11%
Planning
11%
15%
10%
10%
12%
Clean-up/Maintenance of Gear upon Return
11%
11%
8%
14%
11%
Packing/Unpacking
8%
12%
17%
10%
11%
All of the Above
1%
0%
0%
1%
0%
Reasons for Taking Fewer Trips
Campers, Ages 18+
Camping participants who are taking fewer camping trips blame work or school commitments (41
percent) and family commitments (26 percent). Campers over age 55 say they don’t have enough
vacation time (16 percent compared to eight percent of all respondents).
“What keeps you from participating in outdoor
activities more often?”
Age
18-34
Age
35-44
Age
45-54
Age 55+
All Ages
Lack of time due to work/school
commitments
54%
36%
34%
34%
41%
Lack of time due to family
commitments
25%
40%
20%
18%
26%
Not enough vacation time
6%
3%
8%
16%
8%
No one to go with
5%
4%
9%
7%
6%
Distance/Too far to travel
4%
1%
1%
2%
2%
Couldn't get a reservation
2%
1%
1%
2%
2%
Health reasons
2%
1%
0%
0%
1%
Price of fuel
1%
2%
7%
7%
4%
It's too expensive
1%
3%
6%
1%
3%
Too old
0%
0%
1%
9%
2%
Have other interests
0%
2%
1%
4%
2%
I need better or different equipment
0%
1%
3%
0%
1%
The weather has been poor
0%
2%
1%
0%
1%
Wife doesn't like camping
0%
1%
4%
0%
1%
Fire regulations
0%
1%
1%
0%
1%
Dog not allowed
0%
1%
0%
0%
0%
Camping in the next 12 months...
4.33 trips
Camping Plans
Sixty-eight percent of current
camping participants plan to go on
three or more camping trips in the
next year.
68%
Planning
3+ Trips
Camping participants are
planning on taking an
average of 4.33 camping
trips next year. Forecasting
should be treated with
caution as the number of
trips forecast and the actual
trips taken do not always
match up.
Campers Ages 18+
Number of Trips Planned
Campers, Ages 18+
Participation Rate
50%
40%
30%
20%
32%
42%
18%
10%
0%
1-2 Times
3-5 Times
6-10 Times
Number of Planned Camping Trips
8%
11+ Times
METHOD
Method
During January and early February 2012,
a total of 38,172 online interviews were
carried out with a nationwide sample of
individuals and households from the U.S.
Online Panel operated by Synovate. A
total of 15,113 individual and 23,059
household surveys were completed. The
total panel has more than one million
members and is maintained to be
representative of the U.S. population.
Oversampling of ethnic groups took
place to boost response from typically
underresponding groups.
A weighting technique was used to balance
the data to reflect the total U.S. population
aged six and above. The following
variables were used: gender, age, income,
household size, region and population
density. The total population figure used
was 285,753,000 people aged six and
above. The report details participation
among all Americans: youth, young adults
and adults.
The 2012 participation survey sample size
of 38,172 completed interviews provides
a high degree of statistical accuracy.
All surveys are subject to some level of
standard error—that is, the degree to which
the results might differ from those obtained
by a complete census of every person in
the U.S. A sport with a participation rate
of five percent of the total population has
a confidence interval of plus or minus
0.21 percentage points at the 95 percent
confidence level. This translates to plus or
minus four percent of participants. Small
groups’ participation, especially those with
less than one million participants, can be
expected to fluctuate from year to year.
The survey methodology changed slightly
in 2007 to include household interviews
in addition to individual interviews. The
two methodologies are comparable and
all results are indicative of the state of
sports and leisure participation. Caution is
recommended in placing undo emphasis on
trends extending back to 2006.
In July 2012, an additional 883 adult
campers (age 18+) were recruited to
complete a more in-depth interview
about camping habits. This survey
was also used to create the Hispanic
Campers segmentation in the report.
The segmentation was based on the
respondents indicating their ethnicity as
Hispanic. Hispanics were over-sampled in
this add-on survey to 100 respondents but
weighted back down to match the level of
Hispanics in the overall camping market.
There were enough Hispanic responses to
enable us to make some broad assumptions
about the Hispanic camping market.
However, the Hispanic results should be
treated as directional.
The main survey (38,172 respondents) is
used for all of the profiling and projection
to national participation numbers. The
“add-on” survey (883 campers) was
used for analysis of camping habits and
attitudinal data.
Youth Interviews
All interviews of children under 13 were
carried out following the guidelines set out
in the Children’s Online Privacy Protection
Act of 1998 (COPPA). No children were
contacted directly. The panel is a balanced
sample of households with children in each
age group, but contact is always made
through designated adult panelists. The
adult panelist receives the survey invitation
on behalf of a specified child, age 6 to
12, and they are asked to complete the
survey together. Respondents ages 13 to
17 are contacted in a manner similar to
respondents ages 6 to 12, but they are
asked to complete the survey themselves.
Notes
Unless otherwise noted, the data in this
report was collected during the latest
2012 participation survey, which focused
on American participation in the 2011
calendar year. 2006, 2007, 2008
and 2009 data noted in the report was
collected in previous surveys. Charts in
this report may not always add up to 100
percent exactly. This is a result of rounding
errors and the errors do not persist in the
unrounded data.
The Coleman Company
3600 North Hydraulic
Wichita, KS 67219
www.coleman.com
® The Coleman Company and The
Coleman Company logo are registered
trademarks of The Coleman Company.
Kampgrounds of America, Inc.
PO Box 30558
Billings, MT 59114
www.koa.com
® Kampgrounds of America, Inc. and
the Kampgrounds of America, Inc.
logo are registered trademarks of
Kampgrounds of America, Inc..
The Outdoor Foundation
4909 Pearl East Circle, Suite 200
Boulder, CO 80301
303.444.3353
www.outdoorfoundation.org
® The Outdoor Foundation and
The Outdoor Foundation logo are
registered trademarks of The Outdoor
Foundation.
© 2012, All Rights Reserved
A Partnership Project of:
© 2012, All Rights Reserved

2012 American Camper Report

Transcription

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