Evolving Trends in the Camping & RV Industry and ... · Evolving Trends in the Camping & RV...
Transcript of Evolving Trends in the Camping & RV Industry and ... · Evolving Trends in the Camping & RV...
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Evolving Trends in theCamping & RV Industry and Paddlesports & Boating Industry
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P+P+P =EPeople + Place+Product&promotion = Experience
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Camping: A Gateway to the Outdoors
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Rundown
Physical Activity Council 2014 Participation Report
Largest yearly participation study, (42,000 participants)
117 sports and activities
Demographics
2014 Special Report on Camping from the OF & Coleman
OIA-Vantage Point POS Data Reporting
SOS Research, 2014 Outdoor Brand Strength Report
Data Used In the Presentation
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Why Camping?
The simple act of camping is the biggest motivation for taking a camping trip. 87% of participants camp just because they enjoy it, which indicates that camping is here to stay.
Source: 2014 American Camper Report
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Camping: A Gateway to the Outdoors
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Favorite activities while Camping
Hiking is, by far, the most popular activity to participate in while camping.
Source: 2014 American Camper Report
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Rundown
Decision Making
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Rundown Bullet
Participation in Camping by Age
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Rundown
Camping Shelter by Age
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Camping is a Family-Oriented Activity
Source: 2014 American Camper Report9
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Young People Not Getting the Message
Camping --- 18-34 Camping --- 35-54
Camping ---55+
Median 29.00 44.00 60.00
Source: SOS Research, Brand Strength Report
Median or average age of campers broken by Generation
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Rundown
Words Associated with Camping
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Camping is a Social Event
Friends are the most popular camping companions. 70% of campers ages 18 and older say friends accompany them on trips, and among young adult participants, 75% camp with friends.
Source: 2014 American Camper Report12
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Rundown
Motivation for Camping
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Camping Participation
Source: 2014 American Camper Report14
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Camper Demographics
• Myth: Camping is a completely male-dominated activity
• The median age for campers is 32, down from 33 years of age
Source: 2014 American Camper Report15
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Geography of Camping Participants
Source: 2014 American Camper Report16
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While camping attracted 10.5 million new or returning participants, it lost 11 million participants at the same time. This is a churn rate of 27%.
The Leaky Bucket
Source: 2014 American Camper Report17
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Rundown
Reasons for Taking Fewer Trips
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Youth Participation in Sports and Recreation
• Early exposure to outdoor activities and other recreation has a lasting impact on future choices
• Among adult campers, 57% participated in regular outdoor activities between the ages of 6 and 12, versus only 25% of non-campers
• Outdoor recreation during adolescence had a similar impact on future lifestyle choices –inspiring adults to get outdoors and active
Source: 2014 American Camper Report19
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Rundown
Motivation for Camping in the Future
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Declining Gas Prices Could Make a Huge Difference in 2015
• In 2012, the average family spent about $2,912 on gasoline, a 3.3 percent increase from the year before.
• High gas prices force consumers to delay large purchases like upgrading household appliances and maybe even buying a new car.
• Gasoline price-spikes also drive up the cost of other goods as well — food, clothing, electronics, anything that’s transported by vehicles that run on gas or diesel.
Gasoline typically accounts for just over 6% of the typical American Household Budgets
Source: U.S. Dept of Energy and the Fuel Freedom Found
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Key Takeaways
• Reaching Americans at an early age is one of the best ways to instill a lifelong love of camping and the outdoors – 85% took their first trip between the ages of birth and 15.
• The camping industry must continue to re-engage and re-inspire current camping participants
• The future of camping looks bright among those predisposed. 99% are likely or very likely to camp next year, and are planning an average of 4.9 trips. The challenge remains engaging younger consumers.
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Today’s Presenters
Ivan LevinThe Outdoor FoundationSenior Director of Programs and The Outdoor Nation [email protected]
Research Links: http://www.outdoorfoundation.org/research.participation.html
http://outdoorindustry.org/research/participation.php
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• Grow and Expand the RV Market
• Increase Traffic to GoRVing.com
• Increase Consumer Engagement
• Generate Leads
What is our Goal?
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• People & Families Age 30-49• Baby Boomers• Outdoor/Sports Enthusiasts• Emerging Hispanic Market
Our Target
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The Marketplace
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The Consumer – Population by Generation in 2014
Source: Mintel/US Census Bureau, interim population projections released 2012 and annual population estimates
• Millennials Have anIncreasingly SignificantCultural and EconomicImpact
• Adults Age 50+ WillControl 70% of America’sDisposable Income by2017
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• For boomers, travel = quality timeValue escapism, service, high-quality experiences
• For millennials, travel = personal fulfillmentPrize unconventional value, efficiency, and true authenticity
* Over the past three years, travel references to “authenticity” and “localexperiences” have increased 344% according to
Source: iconoculture.com
VS.
Why They Travel & What they Want
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$$$
The Discretionary Dollar
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US Vacation & Tourism Outlook
Source: Mintel: “American Lifestyles – Looking Forward, U.S. April 2014
Vacations and Tourism Saw 4.6% Growth from 2012 to 2013
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So, How Are We Doing???
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A
Source: RVIA Recreation Vehicle Market Reports: February 2015
US RV Shipments
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2010 2011 2012 2013 2014 *2015
RV Shipments
RV Shipments
*2015Projected
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KLAJFJAL US RV Shipment -- Trends
• In 2009, 67% of ConventionalTravel Trailers Were 27.5 Feetor Longer; in 2014 ThatNumber was 50%
• In 2009 Class C Motorhomeswere 50/50 Over/Under 30Feet; In 2014 58% were Under30 Feet
• In 2009, Type A MotorhomesWere 50/50 Over/Under 36.5Feet; In 2014 67% were Under36.5 Feet
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KLAJFJAL US RV Shipment -- Trends
• In 2009, Type A MotorhomesOver 43 Feet Were 6.4%; In2014 it was 9.7%
• In 2009, 33% of Fifth WheelsWere Over 35 Feet; In 2014 itwas 50.7%
However – American RVers Still Love Luxury
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Marketing the Industry
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Advertising Highlights
$0$2$4$6$8
$10$12$14$16
2010 Total AdSpend $8.25
Million
2014 TotalSpend $13.2
Million
2015 ProjectedSpend $15
Million
Dollars in Millions
Dollars in Millions
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Events & Onsite Activations
Our Garden & Gun and Country Living Exhibits Attracted Over 10,000
Visitors in 2014
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Events & Onsite Activations
GoPro Mountain Games
Over 5,000 Consumers Visited our Lightweight Travel Trailer Display
Partnered with Yeti Coolers for Prize Giveaways
Expanding Partnership in 2015
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Website & Mobile Functionality
• User Sessions Up 18%
• Page Views Up 20%
• Average Time on Site Up 13%
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• In 2013, 76% of Traffic toGoRVing.com Came ViaTraditional Computer or Laptop
• In 2014, it was 56%
• Nearly 50% of Traffic toGoRVing.com Now Arrives ViaMobile Devices
Website & Mobile Functionality
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USIFacebook & Social Media
• 610K Facebook Fans
• The Most Active OnlineCommunity in the RVIndustry 20
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USIFacebook & Social Media
Go RVing’s Facebook Page Saw 147% Increase in Community Size in 2014
56% Increase in User Engagement
Go RVing’s You Tube Channel Experience a 118% Increase in Views in 2014
21
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What’s New?
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• Testimonial Marketing• Video & Pictures• http://away.gorving.com
Launch of New Microsite
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Emerging Hispanic Market
• U.S. Hispanic PopulationProjected to Increase 167%Between 2010 and 2050
• In 2050, Hispanics WillRepresent 30% of the U.S.Population
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Source: Mintel Hispanics & American Culture and Identity 2014
• 78.5% of allHispanic BuyingPower isConcentrated in 10States
• By 2018, Hispanicswill Comprise10.6% of Total U.S.Buying Power =$1.6 Trillion
Hispanic Buying Power
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For More Information Visit:
www.gorving.com
www.rvia.orgMarket Trend Data: http://www.rvia.org/?ESID=mdandt
James Ashurst : [email protected]
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Rundown
Physical Activity Council 2014 Participation Report
Largest yearly participation study, (42,000 participants)
117 sports and activities
Demographics
2014 Special Report on Paddlesports from the OF & Coleman
OIA-Vantage Point POS Data Reporting
Data Used In the Presentation
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Introduction to Paddling
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Participation in PaddlesportsAll Participants – At least 1x in the previous 12 months
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Core Participation in Paddlesports
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Paddle Participants by Gender
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Core Participation by Gender
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Paddle Participants by Region
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Positive Words Associated with Paddlesports
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There are a Bunch Negative Word Associations
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Core Level Paddle Participants by AgeCore Defined as participating 5 or more times per year
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Average Annual Outings
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Plan to Participate More or Less
Have you participated more frequently, less frequently or about the same in paddlesports in the past year?
Data from 2014 SOS Survey of Paddlesports Consumers
• 70.4% willparticipate moreor the same as lastyear
• 75.5% willparticipate thesame or less
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What Sorts of Other Activities are Paddle Participants Taking Part
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What Gets Paddlers Outdoors?
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Challenges to Participate More
Data from 2014 SOS Survey of Paddlesports Consumers
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The Leaky Bucket - Kayaking
Is the activity gaining participants faster than it is loosing them, (Y/Y)
43%
30%
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Paddle sports continue to show strength in terms ofparticipation.
Demographics show a favorable situation withrespect to demographic targeting.
Paddlesports does a good job of appealing towomen in terms of getting them to try, it has a hardtime getting them to stay with it.
Bring the fun and bring the people
Conclusions
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Today’s Presenters
Ivan LevinThe Outdoor FoundationSenior Director of Programs and The Outdoor Nation [email protected]
Research http://www.outdoorfoundation.org/research.participation.html
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TRENDS IN RECREATIONAL BOATINGRobert Newsome, NMMA
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CONSUMER TRENDS
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3Source: OIA
Almost one out of five dollars consumers spent on outdoor recreation went to boating and fishing
BOATING GETS ITS SHARE OF OUTDOOR RECREATION
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$27.0 $29.7
$31.7 $30.3
$33.0
$37.3 $39.5
$37.5
$33.8 $30.8 $30.4
$32.3 $35.6
$36.8
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Bill
ions
$37B
TOTAL RETAIL SPENDING
Source: NMMA
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2013 BOATING EXPENDITURESIN BILLIONS OF DOLLARS
New Boat Sales, $7.52
Pre-owned Boat Sales, $10.10
New Outboard Engine Sales,
$2.33
Pre-owned Outboard Engine
Sales, $2.02
New Boat Trailer Sales, $0.15
Aftermarket Accessory Sales,
$4.92
Other, $9.79
Source: NMMA
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BOATING PARTICIPATION36.5% 35.8%
26.0%
35.7%
0
10
20
30
40
50
60
70
80
90
100
0%
5%
10%
15%
20%
25%
30%
35%
40%
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Mill
ions
of B
oate
rs*
Part
icip
atio
n R
ate*
Millions of Boaters Participation Rate
Source: Foresight Research, U.S. Census Bureau*Adults 18 years of age and older
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• 3 billion boating exposure hours• More than 300 million boating trips
Source: USCG
BOATING IS PERVASIVE
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WHO ARE BOAT OWNERS TODAY?
• 77% are married or living with a partner
• 50% have children living at home
• 68% have household incomes under $100,000
• 63% are younger than 50
• 5% are Hispanic and 5% are African Americans
Source: Foresight Research
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HEADWINDSWe must start to better understand how to motivate younger consumers to buy boats
0%
2%
4%
6%
8%
10%
12%
14%
16%
<25 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+
Perc
enta
ge o
f All
Buy
ers
Age Range
Boat Owner Age Distribution - 1997 vs 2013
1997 Owners
2013 Owners
2013 Adult Pop
Source: Info-Link
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PRODUCT TRENDS
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11
0
3
6
9
12
15
1819
9019
9119
9219
9319
9419
9519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
1020
1120
1220
13 e
st
Milli
ons
Source: NMMA
RECREATIONAL BOATS OWNED
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2013 REGISTRATIONS BY BOAT TYPE(MILLIONS)
Outboard Boats, 7.4
Inboard Boats, 1.0
Sterndrive Boats, 1.5
PWCs, 1.2
Sailboats, 0.2
Other, 0.8
Source: USCG
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13Source: USCG
Under 26'95%
26' and larger5%
2013 POWERBOAT REGISTRATIONS BY SIZE
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POWERBOAT, PWC, AND SAILBOAT RETAIL SALES
407 393 366
280 207 188 190 202 206 227 238
$11.0 $11.2 $11.2
$8.8
$6.5 $5.6 $5.8
$6.5 $7.3
$8.2 $8.6
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015*
Dol
lars
(Bill
ions
)
Uni
ts (T
hous
ands
)
* Projected Estimates
source: NMMA, SSI, SailAmerica, MIC
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VERSATILITY
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CHANGES IN PROMOTION
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• Text here
WHY DOES DISCOVER BOATING EXIST?
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3
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STORIES OF DISCOVERY ARE DRIVING PEOPLE TO DISCOVERBOATING.COM
26
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NATIVE ADVERTISING ALIGNS OUR MESSAGE WITH PREMIUM CONTENT
Ad experience follows the natural form and function of the editorial content
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OUR CONTENT WILL APPEAR ON A VARIETY OF PREMIUM SITES
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KEY TAKEAWAYS• Powerboat registrations are up, led by PWC, jet
drive boats and ski boats• Outboard boats (including pontoons, aluminum
fishing and small family cruisers) are the mostpopular
• Boating participation is way up• Boat owners are aging• Industry promotion is changing to gain new
entrants
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QUESTIONS?
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ABOUT NMMA
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OUR MISSION
NMMA works to and recreational boating.
Everything that we do supports these two objectives.
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NMMA PROGRAMS:PROTECT & PROMOTE BOATING
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NMMA
Robert E. NewsomeDirector, Engineering StandardsNational Marine Manufacturers [email protected]
Market Researchhttp://www.nmma.org/statistics/default.aspx