OUTDOOR RECREATION IN AMERICAN 1999

by Roper Starch

Prepared for: The Recreation Roundtable, 1225 New York Avenue, NW, Washington, D.C., 20005

The Family and the Environment^©

Introduction

        This is the sixth annual national survey performed for The Recreation Roundtable. The study has two purposes:

• To investigate Americans' participation in and general attitudes toward outdoor recreation in the broadest sense.
• To determine Americans' attitudes toward the relationship between outdoor recreation and the environment.

        The study is based on 2,000 in-person interviews with Americans 18 and older conducted in their homes during the period of June 19 to July 5, 1999. This is a representative sample of the American adult population.

        Outdoor recreation is defined here as leisure activities involving the enjoyment and use of natural resources. Included among the 36 outdoor recreation activities presented to respondents are pursuits ranging from popular forms such as walking, swimming, and running, to other less-prevalent activities such as nature photography, sailing, and snowmobiling.

Summary

        The 1999 Recreation Roundtable study focuses on two primary issues related to outdoor recreation in society. One is the relationship between outdoor recreation and the public generally, and with particular emphasis on family life. The second is the relationship between outdoor recreation and the environment. Namely, to what extent does recreation have a positive or negative impact on environmental protection? Is outdoor recreation a potentially harmful "extractive industry" like mining, logging or ranching? Or, is outdoor recreation an ideal way to encourage and develop stronger environmental attitudes and behaviors?

        The following is a summary of the key findings from this report.

• More Americans are participating in outdoor recreation on a monthly basis. The data show a steady increase since 1994 and recent jump since 1998 in the percentage of Americans who recreate at least once a month. This is good news for companies in the recreation industry as the growing number of recreationists means a growing number of consumers and patrons.
• For Americans today, the most important reasons to recreate are fun, fitness and family time. Recreation drivers have not changed significantly in order of importance. However, there has been a considerably increase in the percentage of Americans saying many aspects of outdoor recreation are "important" reasons to participate suggesting that Americans are more likely today than five years ago to see the benefits of outdoor activities.
• Many families use outdoor recreation as a way to form bonds and transfer important values to children. A sizable number of Americans feel recreation strengthens the family as a unit and the children as individuals.
• While environmental concern across the nation peaked a decade ago, it is still "top of mind" when considering national problems. Perhaps most importantly, many of the specific environmental problems viewed as most serious affect recreation.
• Many Americans see recreation as one of the main reasons to protect the environment. Indeed, a sizable number say the key driver for environment protection is to "preserve recreation areas and national parks."
• While Americans are concerned about the environment, they do not think the answer to environmental protection is forbidding the use of public lands. In fact, nearly two in three Americans say outdoor recreation, overall, has a "good effect" on the environment. More than three quarters of the public say outdoor activities has either a "good effect" or "no effect." Americans who consider outdoor activity a detriment to the environment may avoid it or discourage others from doing it. This suggests a need for the recreation industry to communicate with the public about the actual effects of outdoor recreation on the environment.
• Many Americans think the key to environmentally safe recreation is responsible behavior. In addition, nearly nine in ten say outdoor recreation benefits the environment because it gives people a reason to care about environmental protection. The same number say that if people would follow the rules in parks and recreation areas, there would be no significant effects of their land use on the environment.
• A proprietary Roper environmental segmentation demonstrates clearly that a linkage exists between pro-environmental activism and high levels of outdoor recreation participation. The one in ten most environmentally active Americans also are the most involved personally in and supportive of outdoor recreation.

PART 1: AMERICANS' ATTITUDES TOWARD OUTDOOR RECREATION: A HISTORICAL PERSPECTIVE

        Trends such as the frequency of outdoor recreation and the role of recreation in Americans' daily lives, can affect companies in industries from lodging providers to outdoor clothiers. The following piece of this report will describe how often Americans are recreating, reasons why they participate and the role recreation plays in the family.

SECTION 1: AMERICANS' PARTICIPATION IN OUTDOOR RECREATION

More Americans Participating in Outdoor Recreation At Least Monthly

        Results of the 1999 Recreation Roundtable study show outdoor activities on the rise. The number who engage in outdoor recreation at least once a month has increased 10 points to 67% in the past year. Nearly a quarter of the public (24%) recreate "several times a week," 4 points higher than in 1998 and 9 points higher than the first Recreation Roundtable study fielded in 1994. Likewise, the number who recreate "several times a month" is up moderately compared to last year (up 2 points) and significantly compared to 1994 (up 5 points). Every year since 1994, nearly three in ten Americans said they participated in outdoor recreation "less than once a year" or "never;" however, this year that number drops to two in ten.

        This year's increase in outdoor recreation frequency is a logical continuation of a steady rise that we have seen throughout the 1990s. However, the large jump exhibited since last year may be indicative of the fact that this year's Recreation Roundtable study was conducted during the latter part of the summer - a time of great outdoor activity.

1994 1995 1996 1997 1998 1999

Several times a week Several times a month Once a month Once/twice a year Less often/ never

Who's Recreating Most?

        Young adults and Americans with annual household incomes of $50,000 or more are more inclined than the total public to engage in outdoor activity frequently. Indeed, more than three-quarter of both these groups (77% and 78%, respectively) participate in outdoor recreation at least monthly, versus 67% of all Americans. As well, 77% of personal computer owners come out from behind their monitors for some time outdoors at least once a month.

        Frequency of outdoor activity appears to increase as household income increases. Eighty-five percent of Americans with annual incomes of $75,000 or more recreate at least monthly, 7 points higher than $50,000-plus households. Influential Americans, the most socially and politically active group in the nation, are the most recreationally active. Nearly nine in ten of this group recreate at least monthly (89%).

67%	77%	77%	78%	81%	85%	89%
Total Public	18-29	PC HHs	$50K+ /yr	Mid- west	$70K+ /yr	Influ- entials®

Outdoor Recreation Moves Into "Middle America"

        A look at Recreation Roundtable results since 1994 shows Americans in households of $50,000 or more have always been more frequent recreationists than their counterparts. This year, more than three in four of this group (78%) spend time in an outdoor activity at least monthly, compared to 69% of those with incomes between $30,000 and $49,999, 66% of those with incomes between $15,000 and $29,999 and 53% of those making less than $15,000 a year.

        While affluent Americans are doing their part to contribute to the overall increase in outdoor recreation frequency (up 4 points since 1998), it's middle income families who are driving this trend. Americans in households with incomes between $15,000 and $29,999 have shown an increase of 18 points since last year in the number recreating at least monthly. Two-thirds of this group participate in outdoor activity on a monthly basis, up from 48% in 1998.

        In keeping with the theme of outdoor recreation in "Middle America," Americans in the Midwest have also shown a significant increase since last year in outdoor recreation participation. More than eight in ten (81%) say they participate in outdoor recreation at least monthly, up from 66% last year.

Affluent Americans Are Most Active But, Outdoor Recreation Moving Into "Middle America"

% saying they engage in outdoor activity at least monthly 1994 1995 1996 1997 1998 1999

National Under $15K $15K-$30K $30K-$50K $50K+

Participation in Specific Recreational Activities

        Despite the increase in the number of Americans participating in outdoor activities frequently, there have been few changes in the specific activities Americans are doing. The five most popular activities this year: walking (42%), swimming (40%), driving for pleasure (35%) picnicking (32%) and fishing (28%) have been the top activities for the past five years. The only change in order among these activities is swimming's move from third to second place, driven by a 7-point increase since last year. The following are other key findings from this year's study.

• Walking (42%, down 5 since 1998) and driving for pleasure (35%, down 4) have declined somewhat.
• More Americans are embracing the "great outdoors" by fishing (28%, up 6 since 1998) and campground camping (21%, up 6).
• The popularity of swimming is at an all-time high.
• Many activities show slight - but not statistically significant - increases in participation during the past year. Some examples are:
• Boating/rowing activities - Motor boating (11%, up 2), canoeing/kayaking (7%, up 2),and water-skiing (6%, up 2)
• "Extreme" sports - Mountain biking (6%, up 2) and snowboarding (3%, up 2)
• Activities using recreation vehicles - RV camping (9%, up 2) and motorcycling (6%, up 2)

Outdoor Recreation Participation During Past Year

% who have participated in during past year

Influential Americans Do Greatest Variety of Activities

        Roper data show many Americans are multi-talented - or at least have varied recreational interests. Three in ten of the total public (30%) have done at least six different activities in the past twelve months. This percentage increases by roughly half for Midwesterners (42%), 18-29 year olds (44%), $50,000-plus households (44%), college graduates (46%) and Executive/professionals (46%). Influential Americans (71%) are more than twice as likely as all Americans to have done six or more activities in the past year.

Influentials^® Most Apt To Do A Variety Of Recreational Activities

30%	42%	44%	44%	46%	46%	71%
Total Public	Mid- west- erners	18-29	$50K+ /yr	College grad	Exec/ prof	Influ- entials®

Most Important Reasons to Participate in Outdoor Recreation

        Fun, fitness and family are top on the list of reasons Americans participate in outdoor activities. When asked to rate the importance of certain recreational aspects, 83% of Americans rate "fun" as an important factor. But health and fitness aspects like "relaxation" (80%) and "health and exercise" (79%) are not far behind. Family togetherness receives a high rating. Nearly three in four Americans name this as an important reason to get active (74%). Clearly, many American families participate in outdoor recreation as a way to bond.

        As further evidence of Americans' tendency to link outdoor recreation with family bonding, "being with family" is seen as a slightly more important reason to do outdoor activities than "being with friends" (63%). "Being with friends" is a bigger driver of outdoor recreation than is "being alone" (39%) or "for competition" (26%).

        Perhaps most noteworthy is the fact that Americans are seeing many aspects of outdoor recreation as more important reasons to participate. Over twelve trended reasons to get active, an average of 64% of Americans say they are important, up 10 points since 1995. "Fun" (up 13), "family" (up 13) and "nature" (up 14), in particular, have risen in importance since that time.

Most Important In Recreation: Fun, Fitness And Family

		Pt. Diff From 1995
To have fun	83%	+13
For relaxation	80%	+12
For health and exercise	79%	+9
For the family to be together	74%	+13
To experience nature	73%	+14
To reduce stress	73%	+9
To teach good values to children	64%	+12
To be with friends	63%	+11
For excitement	59%	+11
To learn new skills	53%	+11
To be alone	39%	-1
For competition	26%	+2

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