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New OIA research highlights growing appetite for ‘bite-sized' adventures
A major research project has been published that highlights the changing habits of the UK's outdoor consumers. The report, Shaping the Future, was commissioned by the Outdoor Industries Association (OIA), and tested the views of over 10,000 individuals across the UK. The results demonstrate more people than ever are going outdoors, but that they are increasingly choosing to participate in multiple activities during one day.
The Shaping the Future research asked questions on a range of topics relating to the outdoor sector. The results highlight some important trends in the UK. Although walking remains by far the most popular outdoor activity (91% participate regularly), large numbers of consumers are also regularly road cycling (29%), mountain biking (22%), mountaineering (15%), off road running (13%), skiing/snowboarding (14%) and climbing (13%). Meanwhile, family camping trips are becoming more popular, a trend partly driven by the economic downturn.
The research behind Shaping the Future asked several questions about the environment and environmentally friendly outdoor products. 67% of those surveyed stated that they always try to buy environmentally friendly products, although 78% believe them to usually be more expensive. Three quarters of respondents would like to see outdoor companies offer a greater number of environmentally friendly products and 51% claim that they are willing to pay more for these.
Shaping the Future identifies regional variations in participation levels and attitudes. The full report and data will be provided free of charge to OIA members and key facts and figures will be posted on http://www.outdoorindustriesassociation.co.uk/.
