UNDERSTANDING THE PUBLIC

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OUTDOOR RECREATION SEGMENTING AMERICANs AND MAR
KETs TO BETTER SEE THE TREES
Better Understanding Market Trends, Land
Management Priorities, Market Segments and Making
Sense of It
Ken Cordell, FS Research, Athens, GA
www.srs.fs.fed.us/trends
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NSRE
NATIONAL SURVEY ON RECREATION AND THE
ENVIRONMENT SINCE 1960 THE UNITED STATES ON-GOI
NG NATIONAL RECREATION SURVEY
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HISTORY AND CURRENT COVERAGE OF THE NATIONAL
RECREATION SURVEY

• The first National Recreation Survey (The NRS
  Series) was in 1960 for the Outdoor Recreation
  Resources Review Commission
  
• Other NRSs in 1965, 1972, 1977, 1982, 1995 and
  2000-01
  
• NRSs were used widely and were the basis for U.
  S. Nationwide Outdoor Plans of the 1970s and
  1980s.
  
• Now they are the basis for National and Regional
  Demand Assessments
  
• Recently renamed the National Survey on
  Recreation and the Environment (NSRE)
  
• NSRE is Nations on-going, long-term outdoor
  participation and environmental/public lands
  survey
  

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NSRE

• A sample of over 60,000 households, from the
  Keys to the Artic Wildlife Refuge
  
• Includes non-institutionalized individuals 16 or
  older
  
• Is the Nations on-going recreation survey, the
  8th
  
• Interagency sponsorshipUSFS, NOAA, ERS, EPA,
  NPS, BLM.
  
• Others involved, NFs in the South, National
  Scenic Byways, Heritage, Wilderness, Numerous
  State Agencies, Bicycle Safety, Pew Wilderness
  Center, NRCS, Montreal Process, ..

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DEMOGRAPHICCHANGE Know the Trends and Better An
ticipate Market Shifts
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(No Transcript)
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Our Changing American Society

• About 1 million new legal immigrants per year
• More people 1990 248 mm
• 2000 275 mm
• 2020 325 mm
• 2050 404 mm
• 2075 481 mm
• 2100 571 mm
• Getting older Median age 35?38 (by 2020)
• Changing ethnicities by 2050
• Anglo Americans 76?50
• African Americans 12 ?15
• Hispanic Americans 9 ?21
• Asian Americans 4 ?11

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Demographic Percentages 1960 and 2000
1960 2000
Family Income (1998s) (Note 45.54 million U.S.
families in 1960. Approaching 75 million
families in 2002) Percentiles 20th 1
4,093 21,600 40th 24,298
37,692 60th 32,215 56,020
80th 44,547 83,693
95th 68,521 145,199
Educational Attainment(Age 25 and Over)
_____Percent_______ 8th grade or less 37.5
7.4 9-11th grade 18.5 9.7 High school
graduate 27.1 33.8 Some college 9.1 2
4.7 College degree or higher 7.7 24.4
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Demographic Percentages 1960 and 2000
Family Income (1998) (Note 45.54 million U.S.
families in 1960. Approaching 75 million
families in 2002) Percentiles 20th 1
4,093 21,600 40th 24,298
37,692 60th 32,215 56,020
80th 44,547 83,693
95th 68,521 145,199
1960 2000
Educational Attainment, (Age 25 and Over)
Percent 8th grade or less 37.5 7.4 9-11
th grade 18.5 9.7 High school graduate 27
.1 33.8 Some college 9.1 24.7 College d
egree or higher 7.7 24.4
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Projected Population Age 65 Over, 2000 2020
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Projected Retirement Destination Counties within
Top 20 of Counties Increasing in Population over
Age 65
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WHAT PEOPLE VALUE IN OUR PUBLIC LANDS
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Percentage of Americans Reporting Regulation
of Natural Resources is Just the Right Am
ount
or has Not Gone Far Enough.
Source Dujack, 1997.
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Percentage of Americans by level of support for
designating federal lands for protection,
scenery and recreation
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DEMAND FOR OUTDOOR RECREATION AND PLACES TO REC
REATE
CONTINUE TO GROW and DIVERSIFY
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LONG TERM TRENDS SINCE 1960
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Ten most popular activities in 2000-01 and in
1994-95
Pool swimming was number 6 in 1994-95, but has
since been replaced by viewing wildlife as one of
the top 10 in 2000-01.
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PARTICIPATION TRENDS IN THE UNITED STATES
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PARTICIPATION TRENDS IN THE UNITED STATES
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PARTICIPATION TRENDS IN THE UNITED STATES
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PARTICIPATION TRENDS IN THE UNITED STATES
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FASTEST GROWING
SLOWEST GROWING
Rock climbing Primitive camping Sailing Visit h
istoric sites Motorboating Downhill skiing Snor
keling or scuba diving Visit beach or waterside
Anadromous fishing Caving Small game hunting Mi
gratory bird hunting Picnicking Warmwater fishin
g Saltwater fishing Swimming
Kayaking Snowboarding Jet skiing View or photog
raph fish Snowmobiling Ice Fishing Sledding Vi
ew wildlife Backpacking Day hiking Bicycling H
orseback riding Canoeing
Mountain climbing Coldwater fishing Developed ca
mping Drive off-road Rafting Walk for pleasure
Surfing Visit nature centers Visit arch.
sites View birds Family gathering
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Regional analyses
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Recreation demand growth by region
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Aggregated Occasions of Participation Per Year by
Grouping of Activities (2000-01)
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SEGMENTING OUTDOOR MARKETS
PERCENT OF U.S. POPULATION
Inactives 24.1 Passives 14.5 Nature Lo
ving Drivers 11.5 Nature and Family 14.2
Activity Samplers 13.0 Motor Consumptives 6
.5 Skiers 8.4 Enthusiasts 7.8
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• INACTIVES
• Walking for pleasure and family gatherings out of
  doors, but not much else
  
• Most inactive segment of American society
• A bit of hunting and fishing
• A bit of picnicking and visiting nature centers
  and birding, but just a bit
  
• Virtually no water sports, such as canoeing,
  rafting or kayaking

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• PASSIVES
• Most sightsee, drive for pleasure, walk for
  pleasure, and attend family gatherings out of
  doors, and picnic, but they dont do much else
  
• They are not participants in muscle powered
  activities such as surfing, kayaking, diving and
  canoeing, nor in viewing/photographing birds and
  wildlife
• Moderate percentages visit beaches, swim,
  view/photograph scenery and hike/camp
  
• Unlike most other segments, viewing and
  photographing activities are not prominent

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• NATURE LOVING DRIVERS
• Moderately active in viewing/photographing/
  learning activities relative to the U. S.
  population with driving/ sightseeing prominent
  (92-94 )
• Participation in visiting historic sites,
  visiting nature centers, picnicking, family
  gatherings and gathering forest products somewhat
  more prominent than U.S. overall
• Hunting, fishing, active sports and muscle
  powered activities by small percentages

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• NATURE AND FAMILY
• High on viewing/ photographing/learning
  activities relative to the U. S. population, high
  on family gatherings, but driving/sightseeing
  absent (only 3 4 ).
• Walking and day hiking just over U.S. population
  participation rates
  
• Hunting, fishing and motorized activities (land,
  water and snow) very low on their activity list

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• ACTIVITY SAMPLERS
• Higher participation percentages across 80
  percent of the activities we track
  
• Much more into swimming, beaches and other
  watersides and more into viewing/photographing
  birds, flowers and wildlife than most Americans
  
• Most participate in walking, outdoor family
  gatherings, picnicking, nature centers,
  sightseeing, viewing/photographing natural
  scenery, driving for pleasure
• Very few hunt, fish, drive OHVs, snowmobile

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• MOTORIZED CONSUMPTIVES
• Hunting, fishing, camping, driving off road,
  snowmobiling, motor boating, and gathering
  
• Somewhat larger percentages than national
  population participate in water activities and
  camping
  
• Somewhat lower percentages participate in viewing
  and photographing nature

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• THE SKIERS
• Much higher than national percentages into jet
  skiing, water skiing, surfing, motor boating,
  snow boarding, downhill skiing, windsurfing,
  diving and kayaking
• Water and snow oriented
• Not much into viewing/photographing wildlife,
  scenery, fish, flowers or birds

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• ENTHUSIASTS
• Canoeing, scuba diving, windsurfing, X-country
  skiing, rowing, rafting, kayaking, backpacking,
  snowmobiling, surfing and snorkeling make them
  stand out--RELATIVE TO ALL OTHERS
• More active in all activities relative to U.S.
  population
  
• Visiting wilderness, swimming, viewing/photographi
  ng wildlife and birds, visiting beaches, nature
  centers, swimming, and walking top their list
  
• More than 60 percent primitive camp, fish,
  mountain bike, view/photograph fish, gather
  natural products, and motor boat
  
• More active than Americans in general in ALL
  activities from backpacking to walking for
  pleasure

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ENVIRONMENTAL ATTITUDES
Inactives Humans over nature
Passives About like most Americans
Nature Loving Drivers Low on modifying env. For
us Nature and Family Humans meant to rule Activ
ity Samplers Environmental balance fragile
Motor Consumptives Environment crisis
exaggerated Skiers Humans not meant to rule En
thusiasts Humans not meant to rule or
modify
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Seeing the Forest and the Trees
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PARTICIPATION TRENDS IN THE UNITED STATES
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What Americans Value About Wilderness
Percentage Saying It Is
Protecting air quality 58.4 1.5
Protecting water quality 55.9 1.5
Protecting wildlife habitat 52.7 3.1
Protecting endangered species 49.8 5.0
Legacy for future generations 49.1 3.1
Preserving unique ecosystems and
genetics 44.3 5.1 Future option to visit 37.5
7.1 Just knowing it is preserved 36.9 6.4 P
roviding scenic beauty 35.4 5.5
Providing recreation opportunities 27.8 7.2
Providing spiritual inspiration 25.9
16.7 Undisturbed area for scientific study 23.
9 11.6 Providing income for tourism
industry 9.7 33.5
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Our Diversifying American Society

• About 1 million new legal immigrants per year
• More people 1990 248 mm
• 2000 275 mm
• 2020 325 mm
• 2050 404 mm
• 2075 481 mm
• 2100 571 mm
• Getting older Median age 35?38 (by 2020)
• Changing ethnicities by 2050
• Anglo Americans 76?50
• African Americans 12 ?15
• Hispanic Americans 9 ?21
• Asian Americans 4 ?11

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SEGMENTING OUTDOOR MARKETS
PERCENT OF U.S. POPULATION
Inactives 24.1 Passives 14.5 Nature Lo
ving Drivers 11.5 Nature and Family 14.2
Activity Samplers 13.0 Motor Consumptives 6
.5 Skiers 8.4 Enthusiasts 7.8
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• THE SKIERS (8.4 )
• Much higher than national percentages jet skiing,
  water skiing, surfing, motor boating, snow
  boarding, downhill skiing, windsurfing, diving
  and kayaking
• High RP males, high RP white, very high RP under
  35, extremely low over 65, very low RP foreign
  born, Somewhat more urban, North Central
  
• High on country clubs, movies, volunteering, the
  internet, taking classes, vacationing and eating
  out and low on grandchildren, nature magazines,
  and gardening
• About the same as most Americans on how to manage
  NFs, a little low on quiet natural places for
  spiritual inspiration

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• ENTHUSIASTS (7.8 )
• Canoeing, scuba diving, windsurfing, X-country
  skiing, rowing, rafting, kayaking, backpacking,
  snowmobiling, and surfing and snorkeling make
  them stand out--RELATIVE TO ALL OTHERS
• High RP male (63), mostly white (88), mostly
  under 45, few foreign born, high RP rural, New
  England, Rockies
  
• Very high on environmental activities,
  volunteering, nature magazines, classes, country
  clubs, cultural events, gardening, .. And low
  on grandchildren and church
• Somewhat high on habitat for wildlife and fish,
  protecting rare species, and educational
  opportunities
  
• low on managing National Forests for roads, raw
  materials, grazing and recreation facilities

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NSRE
NATIONAL SURVEY ON RECREATION AND THE
ENVIRONMENT SINCE 1960 THE UNITED STATES ON-GOI
NG NATIONAL RECREATION SURVEY
44
OUTDOOR RECREATION SEGMENTING AMERICANs AND MA
RKETs TO BETTER SEE THE TREES
Better Understanding Market Trends, Land
Management Priorities, Market Segments and Making
Sense of It
Ken Cordell, FS Research, Athens, GA
www.srs.fs.fed.us/trends