Consumer Insights - Outdoor Industry Association

OIA ConsumerVue

Built from our industry-level consumer segmentation, OIA ConsumerVue is a series of reports and infographics that bring to life the unique segments of the outdoor consumer. ConsumerVue helps you identify which segments are most relevant to you and provides practical applications to inform and enhance your business strategies.

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Learn who is shopping in your store, buying your products and how to better target them as a current or opportunistic customer.

  • The Achiever

    The outdoors is an integral part of The Achiever’s life. Making up 10% of the U.S. outdoor consumer population, their outdoor pursuits tend to be more extreme and are driven by performance and competition. They spend $799 annually on highly technical and performance-improving gear.

    Segment Report Activation Guide
  • The Outdoor Native

    The Outdoor Native is passionate about the outdoors. Making up 12% of the U.S. outdoor consumer population, they’re motivated by both the mental and physical benefits, seeking experiences they can share with their family. They spend $637 annually on versatile, affordable and functional gear from brands that are environmentally conscious.

    Segment Report Activation Guide
  • The Urban Athlete

    The Urban Athlete gets outside in order to do activities they enjoy. Making up 20% of the U.S. outdoor consumer population, they prefer close-to-home and socially focused activities both traditional and non-traditional. They spend $781 annually on stylish, technical and performance gear that will enhance their competitive edge.

    Segment Report Activation Guide
  • The
    Aspirational Core

    The Aspirational Core gets outdoors for the thrill of adventure. Making up 14% of the U.S. outdoor consumer population, they are driven by adrenaline and improving their personal performance in a select few activities. They spend $476 annually on brands they associate with the outdoors and values style over functional.

    Segment Report Activation Guide
  • The Athleisurist

    The Athleisurist enjoys the softer side of the outdoors and makes up 20% of the U.S. outdoor consumer population. For them, being outside is about enjoyment and a way to escape the daily stresses of life. They spend $284 annually on sensible basics that are versatile, comfortable and durable.

    Segment Report Activation Guide
  • The Sideliner

    The Sideliner gets outside to enjoy the sunshine and fresh air of the outdoors and makes up 12% of the U.S. outdoor consumer population. There was a time when they were more active outside but limitations in life have inhibited their ability to get out more. They spend $162 annually on functional and multi-purpose products at an affordable price point.

    Segment Summary
  • The Complacent

    The Complacent makes up 14% of the U.S. outdoor consumer population and has significant barriers to getting outside. They favor low-key activities that are close-to-home and with their family. Driven by comfort, they spend $143 annually on affordable products that are good enough to meet their limited outdoor needs.

    Segment Summary

Additional Resources

These resources will provide simplified insights around relevant aspects of the outdoor consumer landscape, as well as consumer segmentation research, data and findings. They will help you to better understand the outdoor consumers and their distinct outdoor attitudes and behaviors.

  • Reports & Infographics

    Dive deep into the consumer segmentation research, data and findings to better understand the outdoor consumers and their distinct outdoor attitudes and behaviors.

    View Reports & Infographics
  • Identify Your Ideal Consumer

    Learn who your opportunistic outdoor consumer segment is, based on your current (or future) business model and offering.

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