Outdoor Enthusiasts

The Outdoor Enthusiast loves the "Great Outdoors." They hold a very attractive demographic make-up, including a household income level of above $110K. These sports enthusiasts have been identified as big spenders, and range from the aficionados and travelers to those who do business from a kayaking trip or on a mountain bike ride and are environmentally conscious.

Sports

Cycling
Fishing
Hiking
Mt. Biking
Multi-Sport
Paddling
Rock Climbing
Running
Sailing
Scuba
Skiing
Snowboarding
Surfing
Swimming
Wakeboarding
Windsurfing

Psychographic Data

Influence:

First to buy new/latest equipment 30%
 Leader/Organizer of teams/events 31%
 People come to me for advice 60%
 Provide advice to 7+ people 59%

Gear Spending:

$500+ 82%
 $1000+ 55%
 $2000+ 32%

Internet Usage:

20+ hrs/wk online 45%
 Online athletic prod purch - last 6 mos 80%
 Booked travel for events online* 94%

Demographic Info

Age:

12% < 25
 31% 25-34
 31% 35-44
 20% 45-54
 6% 55+

Gender:

56% Male
 44% Female

HHI:

62% $75K+
 44% $100K+
 30% $125K+

Education:

93% Any College
 77% Bachelor's+
 36% Grad School work/degree

 Source: Sportgenic, 2007 Audience Profile Survey

Traffic

Unique Visitors:

18%

Impressions:

8%




Key Characteristics

Affluent
Lots of Gear
On-the-go