Watauga Group Releases 2024 Outdoor Customer Growth Report

July 15, 2024

Research Study Reveals Motivations Among Casual, Avid, and Aspiring Outdoor Participants

Orlando, FL /OUTDOOR SPORTSWIRE/ – Watauga Group, a leading advertising media agency specializing in the outdoor industry, announced the release of “Surveying the Outdoors: The 2024 Customer Growth Report.” This unique consumer research study delivers an in-depth analysis of the unique attitudes and motivations driving today’s casual and passionate outdoor participants, as well as those aspiring to start new outdoor activities.

The report provides valuable insights for brand marketers looking to understand the evolving outdoor consumer. By examining the behaviors and preferences of a diverse range of outdoor participants, Watauga Group aims to equip outdoor brands with the knowledge needed to effectively reach customer audiences and grow sales in 2024 and beyond.

Drawing from Watauga’s attitudinal research study involving 1,578 survey respondents who currently participate in or desire to start one of 25 outdoor activities, the report explores the behaviors, preferences, and emotions of both existing and potential new outdoor participants. Key highlights from Watauga’s 2024 report include:

• Identifying Consumer Mindsets: The report identifies four distinct mindsets (Adventurous, Practical, Aspiring, & Conventional) among outdoor participants, offering valuable starting points for outdoor brands to better understand current consumer attitudes and motivations surrounding outdoor activities.
• Insights into New and Existing Participants: By applying three audience lenses (Seekers, Doers, & Lovers) to the research data, the report uncovers essential insights and strategies to drive sales with both casual and avid participants, as well as consumers seeking to start new outdoor activities.
• Actionable Marketing Guidance: Using the research insights, the report provides practical marketing and advertising recommendations tailored for outdoor brands, empowering them attract new customers and maximize sales.

“The release of our outdoor participant research and the 2024 Customer Growth 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 casual and avid outdoor participants but also establishing a marketing blueprint to attract new customer audiences in 2024 and beyond.”

Watauga Group invites you to download a complimentary copy of the report and access an interactive visualization of the research data at: https://wataugagroup.com/outdoor-customer-growth-report

About Watauga Group:

Watauga Group leverages two decades of advertising media expertise and our love for all things outdoors to help outdoor brands maximize sales and advertising ROI. Our combination of marketplace intelligence, in-house media capabilities, and deep insights into outdoor participants empowers us to deliver advertising media solutions that drive both first-time and repeat customers.

Headquartered in Orlando Florida, Watauga’s brand and performance marketing experts navigate today’s complex media landscape, creating integrated strategies that leverage digital and traditional channels like Broadcast TV and Radio, OTT and Streaming Audio, Out-of-Home, Digital Display, Paid Search, Paid Social, and more.

A certified WBENC agency, Watauga holds the distinction of being one of the largest women-owned media agencies in North America. Our client experience includes Camper’s Inn RV, Smith & Wesson, Visit Panama City Beach, and Visit Lake Tahoe among many others.

For more information, please contact:

Austin Buck

Director of Client Development

Watauga Group

(689) 698-7618

austin.buck@wataugagroup.com

Website: wataugagroup.com

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