2024 Outdoor Customer Growth Report.

New Consumer Research to Help Outdoor Brands Maximize Sales and ROI

Watauga Group is excited to introduce Surveying the Outdoors: The 2024 Customer Growth Report. This in-depth consumer research study and analysis explores the unique attitudes and motivations driving today’s outdoor recreation participants.

The report is centered on consumers who currently participate in or desire to start one of 25 outdoor activities, offering insights and marketing strategies that equip outdoor brands with the tools to attract and retain customers in 2024.

Drawing from Watauga’s extensive attitudinal research study involving 1,578 survey respondents, our study explores the thoughts, emotions, and perceptions of both existing and potential outdoor recreation participants. Key highlights from Watauga’s 2024 report include:

Identifying Consumer Mindsets: Our report identifies four distinct mindsets among outdoor participants, offering valuable starting points for brands in the outdoor industry.
Insights into New and Returning Participants: By applying three audience lenses to the data, we uncover essential insights and actionable strategies to drive sales growth among both new and repeat customers.
Strategic Marketing Guidance: Beyond insights, our report provides actionable marketing and advertising strategies tailored for outdoor brands, empowering them to attract new customers and drive repeat purchases in 2024.

“The release of our Surveying the Outdoors Report marks a major milestone in Watauga Group’s efforts to enhance marketing and advertising success for outdoor brands,” said Douglas Breuer, President of Watauga Group. “Through best-in-class research and unique attitudinal lenses, we’re not only shedding light on what drives outdoor activity but also establishing a marketing blueprint to attract new and repeat customers in 2024 and beyond.”

Survey respondents were selected based on their participation or desire to start one or more outdoor activity including: