outdoors-participation-report-v2

Enjoys taking part in extreme sports and other activities
involving physical risk. The experience is all about the
adrenaline rush. They enjoy being out of control but are
willing for someone/thing else to manage the risk.
3%
of Active
Outdoors
Market
33%
of Active
Outdoors
Market
Who:
• Highest Higher than proportion average of female participation participants (80%) in this segment compared to the other segments
•
Predominantly
Predominantly
aged
24-34
35-54
years
years
Along with Fitness in Nature, segment with the smallest proportion of individuals under
• Less likely to have children under 18.
24 years
• Relatively even split of those with and without children under 18.
Why:
• Segment most likely to have started with friends during teenage years
• Experiencing an adrenaline kick is of high importance to them, more so than any other
segment. They are looking for a buzz - either physical or emotional
• As with Challenger and Adventurer, having an adventure and challenging self/achieving
something and having fun are important to them but in the context of experiencing an
‘adrenaline kick’
• Achieving the personal ‘buzz’ is more important than spending time with friends
• Participating for health and exercise; to entertain the children; to compete are not
important to Thrill Seekers
• They thrive off the perceived risk of the activity, but, unlike the Challenger, they want
someone/thing else to control the risk.
Where:
• Equally likely to participate in rural and urban environments.
When:
• When participating more likely to participate
regularly and throughout the year. However
more likely than other segments to stop and
start participation throughout life stages.
25% Weekly
23% Monthly
53% 42% Every Weekly few months
23% 10% Once Monthly per year/few years
21% Every few months
3% Once per year/few years
What:
• Participate in an average of six activities – segment to participate in widest range of activities
• Most likely activities include mountaineering; mountain biking; snowsports;
canoeing/kayaking
• Other activities include rafting; cycle cross; sailing; surfing; base jumping.
Social Explorer 27%
Lone Explorer 12%
Family Explorer 61%
Barriers and Transitions:
• More likely than other segments to cite not being able to afford to participate and unable to
commit as barriers to participation
• Along with Tribe Member, friends encouraging to return and having more money to invest
cited as the most likely reason for returning than other segments.
54
55