Evolving Trends in the Camping & RV Industry and Paddlesports & Boating Industry

Transcription

1 Evolving Trends in the Camping & RV Industry and Paddlesports & Boating Industry

2 P+P+P =E People + Place+Product&promotion = Experience

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4 Camping: A Gateway to the Outdoors 1

5 Data Used In the Presentation 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 Rundown

6 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. 3 Source: 2014 American Camper Report

7 Camping: A Gateway to the Outdoors 4

8 Favorite activities while Camping Hiking is, by far, the most popular activity to participate in while camping. 5 Source: 2014 American Camper Report

9 Rundown Decision Making

10 Bullet Rundown Participation in Camping by Age

11 Rundown Camping Shelter by Age

12 Camping is a Family-Oriented Activity Source: 2014 American Camper Report 9

13 Young People Not Getting the Message Median or average age of campers broken by Generation Camping Camping --- Camping Median Source: SOS Research, Brand Strength Report

14 Words Associated with Camping Rundown

15 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 Report 12

16 Rundown Motivation for Camping

17 Camping Participation Source: 2014 American Camper Report 14

18 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 Report 15

19 Geography of Camping Participants Source: 2014 American Camper Report 16

20 The Leaky Bucket 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%. Source: 2014 American Camper Report 17

21 Rundown Reasons for Taking Fewer Trips

22 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 19 Source: 2014 American Camper Report

23 Motivation for Camping in the Future Rundown

24 Declining Gas Prices Could Make a Huge Difference in 2015 Gasoline typically accounts for just over 6% of the typical American Household Budgets 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. Source: U.S. Dept of Energy and the Fuel Freedom Found

25 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. Key Takeaways

26 Ivan Levin The Outdoor Foundation Senior Director of Programs and The Outdoor Nation Program. Today s Presenters Research Links: ion.html

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28 What is our Goal? Grow and Expand the RV Market Increase Traffic to GoRVing.com Increase Consumer Engagement Generate Leads

29 Our Target People & Families Age Baby Boomers Outdoor/Sports Enthusiasts Emerging Hispanic Market

30 The Marketplace

31 The Consumer Population by Generation in 2014 Millennials Have an Increasingly Significant Cultural and Economic Impact Adults Age 50+ Will Control 70% of America s Disposable Income by 2017 Source: Mintel/US Census Bureau, interim population projections released 2012 and annual population estimates

32 Why They Travel & What they Want VS. For boomers, travel = quality time Value escapism, service, high-quality experiences For millennials, travel = personal fulfillment Prize unconventional value, efficiency, and true authenticity * Over the past three years, travel references to authenticity and local experiences have increased 344% according to Source: iconoculture.com

33 The Discretionary Dollar $$$

34 US Vacation & Tourism Outlook Vacations and Tourism Saw 4.6% Growth from 2012 to 2013 Source: Mintel: American Lifestyles Looking Forward, U.S. April 2014

35 So, How Are We Doing???

36 A US RV Shipments 400,000 RV Shipments 350, , , , , ,000 50, *2015 RV Shipments *2015 Projected Source: RVIA Recreation Vehicle Market Reports: February 2015

37 KLAJFJAL US RV Shipment -- Trends In 2009, 67% of Conventional Travel Trailers Were 27.5 Feet or Longer; in 2014 That Number was 50% In 2009 Class C Motorhomes were 50/50 Over/Under 30 Feet; In % were Under 30 Feet In 2009, Type A Motorhomes Were 50/50 Over/Under 36.5 Feet; In % were Under 36.5 Feet

38 KLAJFJAL US RV Shipment -- Trends However American RVers Still Love Luxury In 2009, Type A Motorhomes Over 43 Feet Were 6.4%; In 2014 it was 9.7% In 2009, 33% of Fifth Wheels Were Over 35 Feet; In 2014 it was 50.7%

39 Marketing the Industry

40 Advertising Highlights Dollars in Millions $16 $14 $12 $10 $8 $6 $4 $2 $ Total Ad Spend $8.25 Million 2014 Total Spend $13.2 Million 2015 Projected Spend $15 Million Dollars in Millions

41 Events & Onsite Activations Our Garden & Gun and Country Living Exhibits Attracted Over 10,000 Visitors in 2014

42 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

43 Website & Mobile Functionality User Sessions Up 18% Page Views Up 20% Average Time on Site Up 13%

44 Website & Mobile Functionality In 2013, 76% of Traffic to GoRVing.com Came Via Traditional Computer or Laptop In 2014, it was 56% Nearly 50% of Traffic to GoRVing.com Now Arrives Via Mobile Devices

45 USI Facebook & Social Media 610K Facebook Fans The Most Active Online Community in the RV Industry 20

46 USI Facebook & Social Media Go RVing s Facebook Page Saw 147% Increase in Community Size in % Increase in User Engagement Go RVing s You Tube Channel Experience a 118% Increase in Views in

47 What s New?

48 Launch of New Microsite Testimonial Marketing Video & Pictures

49 Emerging Hispanic Market U.S. Hispanic Population Projected to Increase 167% Between 2010 and 2050 In 2050, Hispanics Will Represent 30% of the U.S. Population

50 Hispanic Buying Power 78.5% of all Hispanic Buying Power is Concentrated in 10 States By 2018, Hispanics will Comprise 10.6% of Total U.S. Buying Power = $1.6 Trillion Source: Mintel Hispanics & American Culture and Identity 2014

51 For More Information Visit: Market Trend Data: James Ashurst : jashurst@rvia.org

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53 Data Used In the Presentation 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 Rundown

54 Introduction to Paddling

55 Participation in Paddlesports All Participants At least 1x in the previous 12 months

56 Core Participation in Paddlesports

57 Paddle Participants by Gender

58 Core Participation by Gender

59 Paddle Participants by Region

60 Positive Words Associated with Paddlesports

61 There are a Bunch Negative Word Associations

62 Core Level Paddle Participants by Age Core Defined as participating 5 or more times per year

63 Average Annual Outings

64 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% will participate more or the same as last year 75.5% will participate the same or less

65 What Sorts of Other Activities are Paddle Participants Taking Part

66 What Gets Paddlers Outdoors?

67 Challenges to Participate More Data from 2014 SOS Survey of Paddlesports Consumers

68 The Leaky Bucket - Kayaking Is the activity gaining participants faster than it is loosing them, (Y/Y) 43% 30%

69 Conclusions Paddle sports continue to show strength in terms of participation. Demographics show a favorable situation with respect to demographic targeting. Paddlesports does a good job of appealing to women in terms of getting them to try, it has a hard time getting them to stay with it. Bring the fun and bring the people

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71 Ivan Levin The Outdoor Foundation Senior Director of Programs and The Outdoor Nation Program. Today s Presenters Research icipation.html

72 TRENDS IN RECREATIONAL BOATING Robert Newsome, NMMA

73 CONSUMER TRENDS

74 BOATING GETS ITS SHARE OF OUTDOOR RECREATION Almost one out of five dollars consumers spent on outdoor recreation went to boating and fishing Source: OIA 3

75 TOTAL RETAIL SPENDING $37B $27.0 $33.0 $31.7 $29.7 $30.3 $39.5 $37.3 $37.5 $33.8 $30.8 $30.4 $32.3 $36.8 $35.6 Billions Source: NMMA 4

76 2013 BOATING EXPENDITURES IN BILLIONS OF DOLLARS Other, $9.79 New Boat Sales, $7.52 Aftermarket Accessory Sales, $4.92 Pre-owned Boat Sales, $10.10 New Outboard Engine Sales, $2.33 New Boat Trailer Sales, $0.15 Pre-owned Outboard Engine Sales, $2.02 Source: NMMA 5

77 BOATING PARTICIPATION Participation Rate* 40% 36.5% 35.8% 35% 30% 25% 20% 15% 10% 5% 26.0% % Millions of Boaters* 0% *Adults 18 years of age and older Millions of Boaters Participation Rate Source: Foresight Research, U.S. Census Bureau 6

78 BOATING IS PERVASIVE 3 billion boating exposure hours More than 300 million boating trips Source: USCG 7

79 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 8

80 HEADWINDS We must start to better understand how to motivate younger consumers to buy boats Boat Owner Age Distribution vs 2013 Percentage of All Buyers 16% 14% 12% 10% 8% 6% 4% 1997 Owners 2013 Owners 2013 Adult Pop 2% 0% < Age Range Source: Info-Link 9

81 PRODUCT TRENDS

82 RECREATIONAL BOATS OWNED Millions est Source: NMMA 11

83 2013 REGISTRATIONS BY BOAT TYPE (MILLIONS) Sterndrive Boats, 1.5 Inboard Boats, 1.0 PWCs, 1.2 Outboard Boats, 7.4 Other, 0.8 Sailboats, 0.2 Source: USCG 12

84 2013 POWERBOAT REGISTRATIONS BY SIZE Under 26' 95% 26' and larger 5% Source: USCG 13

85 POWERBOAT, PWC, AND SAILBOAT RETAIL SALES $11.0 $11.2 $11.2 Units (Thousands) $ $ $7.3 $6.5 $5.6 $ $8.2 $ Dollars (Billions) * * Projected Estimates source: NMMA, SSI, SailAmerica, MIC 14

86 VERSATILITY 15

87 CHANGES IN PROMOTION

88 WHY DOES DISCOVER BOATING EXIST? Text here 17

89 3 18

90 STORIES OF DISCOVERY ARE DRIVING PEOPLE TO DISCOVERBOATING.COM 19 26

91 NATIVE ADVERTISING ALIGNS OUR MESSAGE WITH PREMIUM CONTENT Ad experience follows the natural form and function of the editorial content

92 OUR CONTENT WILL APPEAR ON A VARIETY OF PREMIUM SITES 22

93 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 most popular Boating participation is way up Boat owners are aging Industry promotion is changing to gain new entrants 23

94 QUESTIONS?

95 ABOUT NMMA

96 OUR MISSION NMMA works to and recreational boating. Everything that we do supports these two objectives. 26

97 NMMA PROGRAMS: PROTECT & PROMOTE BOATING 27

98 NMMA Robert E. Newsome Director, Engineering Standards National Marine Manufacturers Association Market Research 28