# Presentation: 736936

## OUTDOOR RECREATION: 

**OUTDOOR RECREATION:**** **
**SEGMENTING AMERICANs AND  MARKETs TO BETTER SEE THE TREES**

**Better Understanding Market Trends, Land Management Priorities, Market Segments and Making Sense of It**** **

**Ken Cordell, FS Research, Athens, GA**      _**www.srs.fs.fed.us/trends**_

## WHAT THIS PRESENTATION COVERS

**WHAT THIS PRESENTATION COVERS**

**A public survey that complements the OIA survey**
**An overview of population growth and demographic diversification**
**An overview of what the American public (the stockholders of our public lands) want us to do with **_**their**_** lands**
**Recreation demand in 21****st**** Century America**
**Segmenting the American public and understanding their differences**

## WHAT THIS PRESENTATION COVERS

**WHAT THIS PRESENTATION COVERS**

**A public survey that complements the OIA survey**
**An overview of population growth and demographic diversification**
**An overview of what the American public (the stockholders of our public lands) want us to do with **_**their**_** lands**
**Recreation demand in 21****st**** Century America**
**Segmenting the American public and understanding their differences**

## NSRE

_***NSRE***_

***NATIONAL SURVEY ON RECREATION AND THE ENVIRONMENT***
***SINCE 1960***
_***THE UNITED STATES’ ON-GOING NATIONAL RECREATION SURVEY***_

## HISTORY AND CURRENT COVERAGE OF THE NATIONAL RECREATION SURVEY

**The first National Recreation Survey (The NRS Series) was in 1960 for the Outdoor Recreation Resources Review Commission**
**Other NRSs in 1965, 1972, 1977, 1982, 1995 and 2000-01**
**NRSs were used widely and were the basis for U. S. Nationwide Outdoor Plans of the 1970s and 1980s.**
**Now they are the basis for National and Regional Demand Assessments**
**Recently renamed the National Survey on Recreation and the Environment (*****NSRE*****)**
***NSRE***** is Nation’s on-going, long-term outdoor**** ****participation and environmental/public lands survey**

## MODULES OF QUESTIONS

**MODULES OF QUESTIONS**

**Participation in Recreational Activities**
**Frequency of Participation in Days**
**Favorite Activities and Constraints**
**Nature-based Trip Taking and Tourism**
**Opinions about Recreation Area Management**
**Environmental Attitudes and Values**
**Values and Objectives for Management of Public Lands**
**Wilderness Values, Knowledge, Visitation, and Management**
**Knowledge, Objectives, Satisfactions with Congressionally Designated Areas**
**Ownership, Uses, Motivations and Plans for Private Land**
**Wildland-Urban Interface Issues and Attitudes**
**Lifestyles, Demographics and Disabilities**

## LIFESTYLES--NEW

**LIFESTYLES--NEW**

**Hobbies or other interests**
**Chores or gardening at home**
**Involvement with family**
**Interest in sports**
**Community or civic activities**
**Vacationing and travel**
**Self study and cultural events**
**Exercise**
**Keeping up with new technologies, internet, etc.**
**Socializing and making friends**
**Eating out or cooking in**

## DETAILED HOUSEHOLD AND INDIVIDUAL DATA*******(Employs Bureau of Census Protocols)Number of household members by age and sexCitizenship, where born and country of originRace and ethnicityOccupation and employment statusCity, rural/urban, ZIP CodeChildhood originIncome and educationDisabilities

## NSRE

**A sample of over 60,000+ households, from the Keys to the Artic Wildlife Refuge**
**Includes non-institutionalized individuals 16 or older**
**Is the Nation’s on-going recreation survey, the 8th**
**Interagency sponsorship—USFS, NOAA, ERS, EPA, NPS, BLM.**
**Others involved, NFs in the South, National Scenic Byways, Heritage, Wilderness, Numerous State ****Agencies, Bicycle Safety, Pew Wilderness Center, NRCS,**** ****Montreal Process, .....**

## WHAT THIS PRESENTATION COVERS

**WHAT THIS PRESENTATION COVERS**

**A public survey that complements the OIA survey**
**An overview of population growth and demographic diversification**
**An overview of what the American public (the stockholders of our public lands) want us to do with **_**their**_** lands**
**Recreation demand in 21****st**** Century America**
**Segmenting the American public and understanding their differences**

## DEMOGRAPHICCHANGE:

***DEMOGRAPHIC******CHANGE:***
**Know the Trends and Better Anticipate Market Shifts**

## Slide 12

## Our Changing American Society

_**Our Changing American Society**_

-  **About ****1 million**** new legal immigrants per year**
** **_**More people**_**:****	****1990****	****	****248 mm**
**	****	****	****2000****	****	****275 mm**
**	****	****	****2020****	****	****325 mm**
**	****	****	****2050****	****	****404 mm**
**	****	****	****2075****	****	****481 mm**
**	****	****	****2100****	****	****571 mm**
** **_**Getting older**_**:  Median age 35********38 (by 2020)**
** **_**Changing ethnicities**_** by 2050:**
**	****	****Anglo Americans ****	****	****76%********50%**
**	****	****African Americans****	**** ****	****12% ********15%**
**	****	****Hispanic Americans****	****  9% ********21%**
**	****	****Asian Americans****	****	****  4% ********11%**

## Demographic Percentages: 1960 and 2000

- _1960_			_2000_

**Family Income**** (1998$s)  ****(Note: 45.54 million U.S. families in 1960.  Approaching 75 million families in 2002)**
**Percentiles**
**   ****20****th****	****	****	****	****     $14,093****	****	****     $21,600**
**   ****40****th**** ****	****	****	****     $24,298****	****	****     $37,692**
**   ****60****th****	****	****	****	****     $32,215****	****	****     $56,020**
**   ****80****th****	****	****	****	****     $44,547****	****	****     $83,693**
**   ****95****th****	****  ****	****	****     ****	****     $68,521****	****	****    $145,199**

**Educational Attainment****(Age 25 and Over)**** ****_____**_**Percent**__**_______**_
**  ****8****th**** grade or less****	****	****	****37.5****	****	****	**** 7.4**
**  ****9-11****th**** grade****	****	****	****	****18.5****	****	****	**** 9.7**
**  ****High school graduate****	****	****27.1****	****	****	****33.8**
**  ****Some college****	****	****	****	**** 9.1****	****	****	****24.7**
**  ****College degree or higher****	****	**** 7.7****	****	****	****24.4**

## Demographic Percentages:

_** **__**1960 and 2000**_

- _1960_			_2000_

**Family Income**** (1998$)  ****(Note: 45.54 million U.S. families in 1960.  Approaching 75 million families in 2002)**
**Percentiles**
**   ****20****th****	****	****	****	****     $14,093****	****	****     $21,600**
**   ****40****th**** ****	****	****	****     $24,298****	****	****     $37,692**
**   ****60****th****	****	****	****	****     $32,215****	****	****     $56,020**
**   ****80****th****	****	****	****	****     $44,547****	****	****     $83,693**
**   ****95****th****	****  ****	****	****	****     $68,521****	****	****    $145,199**

**Educational Attainment****, (Age 25 and Over)     **_**Percent**_
**  ****8****th**** grade or less****	****	****	****37.5****	****	****	**** 7.4**
**  ****9-11****th**** grade****	****	****	****	****18.5****	****	****	**** 9.7**
**  ****High school graduate****	****	****27.1****	****	****	****33.8**
**  ****Some college****	****	****	**** 9.1****	****	****	****24.7**
**  ****College degree or higher****	****	**** 7.7****	****	****	****24.4**

## Projected Population Age 65 & Over, 2000 & 2020

**Projected Population Age 65 & Over, 2000 & 2020**

## Projected Retirement Destination Counties within Top 20% of Counties Increasing in Population over Age 65

**Projected Retirement Destination Counties within Top 20% of Counties Increasing in Population over Age 65**

## WHAT THIS PRESENTATION COVERS

**WHAT THIS PRESENTATION COVERS**

**A public survey that complements the OIA survey**
**An overview of population growth and demographic diversification**
**An overview of what the American public (the stockholders of our public lands) want us to do with **_**their**_** lands**
**Recreation demand in 21****st**** Century America**
**Segmenting the American public and understanding their differences**

## WHAT PEOPLE VALUE IN OUR PUBLIC LANDS

**WHAT PEOPLE VALUE IN OUR PUBLIC LANDS**

## Percentage 

**Percentage **
**of Americans**
**Reporting **
**Regulation of **
**Natural **
**Resources is **
**“****Just the **
**Right Amount” **
**or has **
**“****Not Gone **
**Far Enough.”**

## VALUES OF NATIONAL FORESTS

**NAF1****	****Protect streams and other sources of ****clean water****	****	**
**NAF2****	****Maintain public lands for ****future generations**** to use and enjoy**
**NAF3****	****Provide access, facilities and services for ****outdoor recreation**
**NAF4****	****Provide habitat and protection for abundant ****wildlife and fish**
**	****NAF5****	**** Provide ****quiet, natural places**** for personal renewal**
**NAF6****	****Use and manage public areas in ways that leave them ****natural in ****	****appearance**
**NAF7****	****Emphasize planting/management of trees for ****abundant timber**** ****	****supply**
**NAF8****	****Provide access to ****raw materials**** and products for local industries ****	****and communities**
**NAF9****	****Protect ****rare, unique or endangered**** plant and animal species**
**	****NAF10****	****Provide roads, accommodations and services to help local ****	****	****tourism**** ****	****businesses****	**
**	****NAF11****	****Provide permits to ranchers for ****grazing of livestock**** such as ****	****	****cattle and sheep**
**	****NAF12****	****Provide information and ****educational services**** about natural ****	****	****areas, their management and the natural life in them****	**

## NAF1--Protect streams and other sources of clean water

**NAF1--Protect streams and other sources of clean water**
**	**
**Not at all****	****	****	****	****   Extremely**
**important****	****	****	****	****   important**
**1****	****	****2****	****	****3****	****	****4****	****	****5**
**	****	****	****	****8   Don't know**
**	****	****	****	****9   Refused**
**	**

## VALUE DIMENSION 1: MANAGE FOR PROTECTION

**Protect streams and other sources of clean water**
**Provide habitat and protection for abundant wildlife and fish**
**Protect rare, unique or endangered plant and animal species**
**(Average Score 74.0)**

## VALUE DIMENSION 2:MANAGE FOR AMENITIES

**Maintain national forests for future generations to use and enjoy**
**Provide quiet, natural places for personal renewal**
**Use and manage forest areas in ways that leave them natural in appearance**
**Provide information and educational services about forests, their management and the natural life in them**
**(Average Score = 61.6)****	**

## VALUE DIMENSION 3:

**Emphasize planting and management of trees for an abundant timber supply**
**Provide access to raw materials and products for local industries and communities**
**Provide roads, accommodations and services to help local tourism businesses**
**Provide permits to ranchers for grazing of livestock such as cattle and sheep**
**(Average Score = 38.1)**

**VALUE DIMENSION 3:**
**MANAGE FOR OUTPUTS**

## Slide 26

## Objectives for Managing Public Lands

**Objectives for Managing Public Lands**
**(Percent in Nation saying important or very important)**

## Percentage of Americans by level of support for designating federal lands for protection,  scenery and recreation

**Percentage of Americans by level of support **_**for designating federal lands for protection,  scenery and recreation**_

## WHAT THIS PRESENTATION COVERS

**WHAT THIS PRESENTATION COVERS**

**A public survey that complements the OIA survey**
**An overview of population growth and demographic diversification**
**An overview of what the American public (the stockholders of our public lands) want us to do with **_**their**_** lands**
**Recreation demand in 21****st**** Century America**
**Segmenting the American public and understanding their differences**

## DEMAND FOR

** ****OUTDOOR RECREATION**
**AND PLACES TO RECREATE**
** ****CONTINUE TO GROW**
** ****and DIVERSIFY**

## LONG TERM TRENDS SINCE 1960

_**LONG TERM TRENDS SINCE 1960**_

## Ten most popular activities in 2000-01 and in 1994-95

| 

Activities | Percent of Population 16+ Participating in 2000-01 | Rank Order of Popularity 1994-95 | Percent of Population in 1994-95 |
| --- | --- | --- | --- |
| Walking for pleasure | 83.1 | 1 | 66.7 |
| Family gatherings | 73.6 | 3 | 61.8 |
| Visiting a beach | 60.7 | 2 | 62.1 |
| Visiting nature centers | 57.4 | 8 | 46.5 |
| Picnicking | 54.7 | 5 | 49.1 |
| Sightseeing | 52.1 | 4 | 56.6 |
| Attending outdoor sports events | 49.9 | 7 | 47.5 |
| Visiting historic sites | 46.3 | 9 | 44.1 |
| Viewing wildlife | 44.7 | ** | 31.2 |
| Swimming in lakes, streams, etc. | 42.1 | 10 | 39.0 |

**** Pool swimming was number 6 in 1994-95, but has since been replaced by viewing wildlife as one of the top 10 in 2000-01.**

**Ten most popular activities in 2000-01 and in 1994-95**

## PARTICIPATION TRENDS IN THE UNITED STATES

| 
Activity | Millions of participants
1994-95 | Millions of participants
2000-01 | Percent change 1994-2001 |
| --- | --- | --- | --- |
| Kayaking | 2.58 | 7.29 | 182.56 |
| Snowboarding | 4.43 | 10.53 | 137.70 |
| Jet skiing | 9.26 | 20.31 | 119.33 |
| View or photograph fish | 26.82 | 53.06 | 97.84 |
| Soccer outdoors | 9.26 | 17.33 | 87.15 |
| Snowmobiling | 6.95 | 11.81 | 69.93 |
| Sledding | 19.99 | 31.22 | 56.18 |
| View wildlife | 61.11 | 95.26 | 55.88 |
| Backpacking | 14.80 | 22.76 | 53.78 |
| Day hiking | 46.68 | 70.62 | 51.29 |
| Bicycling | 56.10 | 84.60 | 50.80 |
| Horseback riding | 13.94 | 20.95 | 50.29 |
| Canoeing | 13.76 | 20.63 | 49.93 |
| Mountain climbing | 8.77 | 12.85 | 46.52 |

_**PARTICIPATION TRENDS IN THE UNITED STATES**_

## PARTICIPATION TRENDS IN THE UNITED STATES

| 
Activity | Millions of participants 1994-95 | Millions of participants 2000-01 | Percent change 1994-2001 |
| --- | --- | --- | --- |
| Running or jogging | 51.26 | 73.58 | 43.54 |
| Ice skating outdoors | 10.26 | 14.64 | 42.69 |
| Coldwater fishing | 20.27 | 28.81 | 42.13 |
| Developed camping | 40.53 | 55.73 | 37.50 |
| Handball or racquetball | 11.02 | 15.07 | 36.75 |
| Drive off-road | 27.26 | 37.21 | 36.50 |
| Rafting | 14.88 | 20.22 | 35.89 |
| Walk for pleasure | 130.66 | 177.00 | 35.47 |
| Surfing | 2.55 | 3.45 | 35.29 |
| Visit nature centers | 90.93 | 122.28 | 34.48 |
| Visit arch. sites | 34.09 | 44.84 | 31.53 |
| View birds | 52.83 | 69.26 | 31.10 |
| Football | 13.26 | 17.22 | 29.86 |
| Family gathering | 120.97 | 156.78 | 29.60 |

_**PARTICIPATION TRENDS IN THE UNITED STATES**_

## PARTICIPATION TRENDS IN THE UNITED STATES

| 
Activity | Millions of participants 1994-95 | Millions of participants 2000-01 | Percent change
1994-2001 |
| --- | --- | --- | --- |
| Big game hunting | 13.90 | 17.79 | 27.99 |
| Cross country skiing | 6.38 | 8.10 | 26.96 |
| Rock climbing | 7.26 | 9.21 | 26.86 |
| Attend outdoor concerts, etc. | 66.89 | 84.75 | 26.70 |
| Basketball outdoor | 24.96 | 31.28 | 25.32 |
| Primitive camping | 27.35 | 33.88 | 23.88 |
| Golfing | 29.04 | 35.93 | 23.73 |
| Small game hunting | 12.69 | 15.51 | 22.22 |
| Migratory bird hunting | 4.19 | 5.11 | 21.96 |
| Picnicking | 96.04 | 116.54 | 21.35 |
| Warmwater fishing | 39.86 | 48.10 | 20.67 |
| Saltwater fishing | 18.54 | 22.08 | 19.09 |
| Tennis outdoors | 20.70 | 24.59 | 18.79 |
| Swimming in natural waters | 76.30 | 89.59 | 17.42 |

_**PARTICIPATION TRENDS IN THE UNITED STATES**_

## PARTICIPATION TRENDS IN THE UNITED STATES

| 
Activity | Millions of participants 1994-95 | Millions of participants 2000-01 | Percent change 1994-2001 |
| --- | --- | --- | --- |
| Sailing | 9.34 | 10.80 | 15.63 |
| Rowing | 8.24 | 9.42 | 14.32 |
| Attend outdoor sports events | 93.02 | 106.25 | 14.22 |
| Visit historic sites | 86.43 | 98.62 | 14.10 |
| Motorboating | 45.93 | 52.27 | 13.80 |
| Downhill skiing | 16.45 | 18.20 | 10.64 |
| Baseball | 13.18 | 14.47 | 9.79 |
| Snorkeling or scuba diving | 14.16 | 15.47 | 9.25 |
| Visit beach or waterside | 121.53 | 129.39 | 6.47 |
| Anadromous fishing | 8.85 | 9.36 | 5.76 |
| Pool swimming | 86.52 | 87.09 | 0.66 |
| Caving | 9.22 | 9.25 | 0.33 |

_**PARTICIPATION TRENDS IN THE UNITED STATES**_

## FASTEST GROWING

**Snowboarding**
**Jet skiing**
**View or photograph fish**
**Snowmobiling**
**Ice Fishing**
**Sledding**
**View wildlife**
**Backpacking**
**Day hiking**
**Bicycling**
**Horseback riding**
**Canoeing**

**Rock climbing**
**Primitive camping**
**Sailing**
**Visit historic sites**
**Motorboating**
**Downhill skiing**
**Snorkeling or scuba diving**
**Visit beach or waterside**
**Anadromous fishing**
**Caving**
**Small game hunting**
**Migratory bird hunting**
**Picnicking**
**Warmwater fishing**
**Saltwater fishing**
**Swimming**

_**FASTEST GROWING**_

_**SLOWEST GROWING**_

**Mountain climbing**
**Coldwater fishing**
**Developed camping**
**Drive off-road**
**Rafting**
**Walk for pleasure**
**Surfing**
**Visit nature centers**
**Visit arch. sites**
**View birds**
**Family gathering**

## Regional analyses

**Regional analyses**

## Recreation demand growth by region

_**Recreation demand growth by region**_

## Aggregated Occasions of Participation Per Year by Grouping of Activities (2000-01)

| Activity Group | Percent of Respondents | Mean Number of Occasions |
| --- | --- | --- |
| All activities | 98.5 | 273.8 |
| Viewing/learning/gathering activities | 88.4 | 136.1 |
| Developed site activities | 94.9 | 93.3 |
| Trail activities | 40.4 | 40.3 |
| Swimming/surfing/beach activities | 62.8 | 36.6 |
| Motorized activities | 62.0 | 31.3 |
| Hunting and fishing | 38.1 | 26.9 |
| Snow activities | 19.3 | 13.3 |
| Risk activities | 35.2 | 12.0 |
| Other non-motorized activities | 22.8 | 7.9 |

## WHAT THIS PRESENTATION COVERS

**WHAT THIS PRESENTATION COVERS**

**A public survey that complements the OIA survey**
**An overview of population growth and demographic diversification**
**An overview of what the American public (the stockholders of our public lands) want us to do with **_**their**_** lands**
**Recreation demand in 21****st**** Century America**
**Segmenting the American public and understanding their differences**

## SEGMENTING OUTDOOR MARKETS

**SEGMENTING OUTDOOR MARKETS**

**Inactives****	****	****	****	****24.1 %**
**Passives****	****	****	****	****14.5 %**
**Nature Loving Drivers****	****	****11.5 %**
**Nature and Family****	****	****	****14.2 %**
**Activity Samplers****	****	****	****13.0 %**
**Motor Consumptives****	****	**** 6.5 %**
**Skiers****	****	****	****	****  8.4 %**
**Enthusiasts****	****	****	****	****  7.8 %**

_**PERCENT OF U.S. POPULATION**_

## INACTIVES

_**INACTIVES**_
**Walking for pleasure and family gatherings out of doors, but not much else**
**Most inactive segment of American society**
**A bit of hunting and fishing**
**A bit of picnicking and visiting nature centers and birding, but just a bit**
**Virtually no water sports, such as canoeing, rafting or kayaking**

## PASSIVES

_**PASSIVES**_
**Most sightsee, drive for pleasure, walk for pleasure, and attend family gatherings out of doors, and picnic, but they don’t do much else**
**They are not participants in muscle powered activities such as surfing, kayaking, diving and canoeing, nor in viewing/photographing birds and wildlife**
**Moderate percentages visit beaches, swim, view/photograph scenery and hike/camp**
**Unlike most other segments, viewing and photographing activities are not prominent**

## NATURE LOVING DRIVERS

_**NATURE LOVING DRIVERS**_
**Moderately active in viewing/photographing/ learning activities relative to the U. S. population **_**with**__** **_**driving/ sightseeing prominent (92-94 %)**
**Participation in visiting historic sites, visiting nature centers, picnicking, family gatherings and gathering forest products somewhat more prominent than U.S. overall**
**Hunting, fishing, active sports and muscle powered activities by small percentages**

## NATURE AND FAMILY

_**NATURE AND FAMILY**_
**High  on viewing/ photographing/learning activities relative to the U. S. population, high on family gatherings, but driving/sightseeing absent (only 3 – 4 %). **
**Walking and day hiking just over U.S. population participation rates**
**Hunting, fishing and motorized activities (land, water and snow) very low on their activity list**

## ACTIVITY SAMPLERS

_**ACTIVITY SAMPLERS**_
**Higher participation percentages across 80 percent of the activities we track**
**Much more into swimming, beaches and other watersides and more into viewing/photographing birds, flowers and wildlife than most Americans**
**Most participate in walking, outdoor family gatherings, picnicking, nature centers, sightseeing, viewing/photographing natural scenery, driving for pleasure**
**Very few hunt, fish, drive OHVs,  snowmobile**

## MOTORIZED CONSUMPTIVES

_**MOTORIZED CONSUMPTIVES**_
**Hunting, fishing, camping, driving off road, snowmobiling, motor boating, and gathering**
**Somewhat larger percentages than national population participate in water activities and camping**
**Somewhat lower percentages participate in viewing and photographing nature**

## THE SKIERS

_**THE SKIERS**_
**Much higher than national percentages into jet skiing, water skiing, surfing, motor boating, snow boarding, downhill skiing, windsurfing, diving and kayaking**
**Water and snow oriented**
**Not much into viewing/photographing wildlife, scenery, fish, flowers or birds**

## ENTHUSIASTS

_**ENTHUSIASTS**_
**Canoeing, scuba diving, windsurfing, X-country skiing, rowing, rafting, kayaking, backpacking, snowmobiling, surfing and snorkeling make them stand out--RELATIVE TO ALL OTHERS**
**More active in all activities relative to U.S. population**
**Visiting wilderness, swimming, viewing/photographing wildlife and birds, visiting beaches, nature centers, swimming, and walking top their list**
**More than 60 percent primitive camp, fish, mountain bike, view/photograph fish, gather natural products, and motor boat**
**More active than Americans in general in ALL activities from backpacking to walking for pleasure**

## Regional analyses

**Regional analyses**

## INACTIVES (24.1 %)

_**INACTIVES **__**(24.1 %)**_
**Most inactive segment of American society**
**About equal male/female, high relative percentage (RP) Blacks and Hispanics, high RP over 55, especially over 65, very high RP foreign born, South Central**
**High on spending time with grandchildren and low on cultural events, participating with an environmental group, and the internet**
**High on managing NFs for raw materials, grazing cattle, supporting local businesses and low on leaving NFs natural in appearance**

## PASSIVES (14.5%)

_**PASSIVES **__**(14.5%)**_
**Most participate in relaxing activities; they don’t do much else; “no” muscle powered activities**
**High RP female, high RP blacks and Asian/Pacific Islanders, proportionate across ages, slightly more urban, about even across regions**
**High on spending time with grandchildren, attending church, commuting to work and low on environmental activities and volunteering**
**High on managing NFs for grazing, raw materials for industry, more roads, and more recreation facilities and services**

## NATURE LOVING DRIVERS

_**NATURE LOVING DRIVERS**_
**Moderately more into viewing/ photographing/learning activities relative to the U. S. population **_**with **_**driving/sightseeing very prominent (92-94 %)**
**Very high on spending time with grandchildren, following the stock market, collecting things as hobbies, gardening and somewhat low on attending classes or movies**
**Two thirds female, three fourths white, low RP Hispanic, high RP over 45 (62%), low RP foreign born, high RP rural, Rocky Mountain Region**
**High on Forest Service providing more educational opportunities and low on grazing**

**(11.5 %)**

## NATURE and FAMILY  

_**NATURE and FAMILY  **_
**(14.2 %)**
**Just a bit less active in viewing/ photographing/learning activities relative to the U. S. population, but unlike “Nature Loving Drivers”, driving/sightseeing absent (only 3 – 4 %) **
**High RP female, high RP Asian and Hispanic, about even across ages, high RP foreign born, somewhat low rural RP, about even across regions**
**High on creative arts and attending church and low on environmental groups, country clubs and movies**
**About the same as everyone else in the U.S. on what to emphasize in managing NFs**

## ACTIVITY SAMPLERS (13 %)

_**ACTIVITY SAMPLERS**_** ****(13 %)**
**Higher participation percentages across most activities, especially swimming and visiting beaches and other watersides and more into viewing/photographing birds, flowers and wildlife than most Americans**
**Moderately high RP females, high RP whites and low Hispanic, moderately high RPs in middle age groups, very low RP of foreign born, moderately high urban residence, New England and Pacific**
**High on cultural events, conservation activities, creative arts, the stock market, vacationing, and the internet and low on grandchildren**
**Somewhat high on managing NFs to provide quiet natural places and leaving them natural looking and low on raw materials, grazing and roads**

## MOTOR CONSUMPTIVES

_**MOTOR CONSUMPTIVES**_
**Hunting, fishing, camping, driving off road, snowmobiling, motor boating, and gathering**
**Three quarters male, 83 percent white, high RP under 35, especially under 25, mostly U.S. born, very high rural, North Central, South Central and Rockies**
**High on environmental activities, reading nature magazines, commuting, pets, and gardening and low on grandchildren, church, creative arts, and recycling**
**Somewhat high on planting trees for timber, providing for future generations, and keeping forests natural looking and lowon roads, grazing and raw materials production**

**(6.5 %)**

## THE SKIERS (8.4 %)

_**THE SKIERS**__** (8.4 %)**_
**Much higher than national percentages jet skiing, water skiing, surfing, motor boating, snow boarding, downhill skiing, windsurfing, diving and kayaking**
**High RP males, high RP white, very high RP under 35, extremely low over 65, very low RP foreign born, Somewhat more urban, North Central**
**High on country clubs, movies, volunteering, the internet, taking classes, vacationing and eating out and low on grandchildren, nature magazines, and gardening**
**About the same as most Americans on how to manage NFs, a little low on quiet natural places**

## ENTHUSIASTS (7.8 %)

_**ENTHUSIASTS**__** (7.8 %)**_
**Canoeing, scuba diving, windsurfing, X-country skiing, rowing, rafting, kayaking, backpacking, snowmobiling, and surfing and snorkeling make them stand out--RELATIVE TO ALL OTHERS**
**High RP male (63),  mostly white (88), Mostly under 45, few foreign born, high RP rural, New England, Rockies**
**Very high on environmental activities, volunteering, nature magazines, classes, country clubs, cultural events, gardening, ........ And low on grandchildren and church**
**Somewhat high on habitat for wildlife and fish, protecting rare species, and educational opportunities and low on managing National Forests for roads, raw materials, grazing and recreation facilities**

## ENVIRONMENTAL ATTITUDES

**ENVIRONMENTAL ATTITUDES**

**Inactives****	****	****	****Humans over nature**
**Passives****	****	****	****About like most Americans**
**Nature Loving Drivers****	****Low on modifying env. For us**
**Nature and Family****	****	****Humans meant to rule**
**Activity Samplers****	****	****Environmental balance fragile**
**Motor Consumptives****	****Environment crisis exaggerated**
**Skiers****	****	****	****Humans not meant to rule**
**Enthusiasts****	****	****	****Humans not meant to rule or ****	****	****	****	****	****modify**

## Seeing the Forest and the Trees

_**Seeing the Forest and the Trees**_

## PARTICIPATION TRENDS IN THE UNITED STATES

| 
Activity | Millions of participants
1994-95 | Millions of participants
2000-01 | 
Percent change 1994-2001 |
| --- | --- | --- | --- |
| Kayaking | 2.58 | 7.29 | 182.56 |
| Snowboarding | 4.43 | 10.53 | 137.70 |
| Jet skiing | 9.26 | 20.31 | 119.33 |
| View or photograph fish | 26.82 | 53.06 | 97.84 |
| Soccer outdoors | 9.26 | 17.33 | 87.15 |
| Snowmobiling | 6.95 | 11.81 | 69.93 |
| Sledding | 19.99 | 31.22 | 56.18 |
| View wildlife | 61.11 | 95.26 | 55.88 |
| Backpacking | 14.80 | 22.76 | 53.78 |
| Day hiking | 46.68 | 70.62 | 51.29 |
| Bicycling | 56.10 | 84.60 | 50.80 |
| Horseback riding | 13.94 | 20.95 | 50.29 |
| Canoeing | 13.76 | 20.63 | 49.93 |
| Mountain climbing | 8.77 | 12.85 | 46.52 |

_**PARTICIPATION TRENDS IN THE UNITED STATES**_

## Humans Were Meant to Rule Over Nature

**Humans Were Meant to Rule Over Nature**

- 14%
- Strongly Agree

- 15%
- Somewhat Agree

- 19%
- Somewhat Disagree

- 42%
- Strongly Disagree

**29%**

**61%**
- (6% Neutral)

## Public Values of National Forests

| Value | Extremely Important |   Important |
| --- | --- | --- |
| Protect streams and other sources of clean water | 83.5 | 94.9 |
| Maintain NFs for future generations | 81.3 | 93.5 |
| Provide habitat for wildlife and fish | 70.4 | 89.2 |
| Protect rare plant or animal species | 68.1 | 86.0 |
| Manage NF areas to leave them natural looking | 65.2 | 86.8 |
| Emphasize planting and management for timber | 58.5 | 79.1 |
| Provide information and educational services | 53.2 | 80.1 |
| Provide quiet, natural places for personal renewal | 50.3 | 75.8 |
| Provide access, facilities, and services for recreation | 45.4 | 74.5 |
| Provide roads, services, accommodations to support local tourism businesses | 31.6 | 57.0 |
| Provide permits to ranchers for grazing livestock | 29.2 | 52.1 |
| Provide raw materials to support local industries | 25.9 | 47.1 |

_**Public Values of National Forests**_

## What Americans Value About Wilderness

**What Americans Value About Wilderness**

_**Percentage Saying It Is**_

**Protecting air quality****	****	****	****	****58.4****	****	****1.5**
**Protecting water quality****	****	****	****	****55.9****	****	****1.5**
**Protecting wildlife habitat****	****	****	****52.7****	****	****3.1**
**Protecting endangered species****	****	****	****49.8****	****	****5.0**
**Legacy for future generations****	****	****	****49.1****	****	****3.1**
**Preserving unique ecosystems and genetics****	****44.3****	****	****5.1**
**Future option to visit****	****	****	****	****37.5****	****	****7.1**
**Just knowing it is preserved****	****	****	****36.9****	****	****6.4**
**Providing scenic beauty****	****	****	****	****35.4****	****	****5.5**
**Providing recreation opportunities****	****	****27.8****	****	****7.2**
**Providing spiritual inspiration****	****	****	****25.9****	****             16.7**
**Undisturbed area for scientific study****	****	****23.9****	****             11.6**
**Providing income for tourism industry****	****	**** 9.7****	****             33.5**

## Our Diversifying American Society

_**Our Diversifying American Society**_

-  **About 1 million new legal immigrants per year**
** **_**More people**_**:****	****1990****	****	****248 mm**
**	****	****	****2000****	****	****275 mm**
**	****	****	****2020****	****	****325 mm**
**	****	****	****2050****	****	****404 mm**
**	****	****	****2075****	****	****481 mm**
**	****	****	****2100****	****	****571 mm**
** **_**Getting older**_**:  Median age 35********38 (by 2020)**
** **_**Changing ethnicities**_** by 2050:**
**	****	****Anglo Americans ****	****	****76%********50%**
**	****	****African Americans****	**** ****	****12% ********15%**
**	****	****Hispanic Americans****	****  9% ********21%**
**	****	****Asian Americans****	****	****  4% ********11%**

## SEGMENTING OUTDOOR MARKETS

**SEGMENTING OUTDOOR MARKETS**

**Inactives****	****	****	****	****24.1 %**
**Passives****	****	****	****	****14.5 %**
**Nature Loving Drivers****	****	****11.5 %**
**Nature and Family****	****	****	****14.2 %**
**Activity Samplers****	****	****	****13.0 %**
**Motor Consumptives****	****	**** 6.5 %**
**Skiers****	****	****	****	****  8.4 %**
**Enthusiasts****	****	****	****	****  7.8 %**

_**PERCENT OF U.S. POPULATION**_

## THE SKIERS (8.4 %)

_**THE SKIERS**__** (8.4 %)**_
**Much higher than national percentages jet skiing, water skiing, surfing, motor boating, snow boarding, downhill skiing, windsurfing, diving and kayaking**
**High RP males, high RP white, very high RP under 35, extremely low over 65, very low RP foreign born, Somewhat more urban, North Central**
**High on country clubs, movies, volunteering, the internet, taking classes, vacationing and eating out and low on grandchildren, nature magazines, and gardening**
**About the same as most Americans on how to manage NFs, a little low on quiet natural places for spiritual inspiration**

## ENTHUSIASTS (7.8 %)

_**ENTHUSIASTS**__** (7.8 %)**_
**Canoeing, scuba diving, windsurfing, X-country skiing, rowing, rafting, kayaking, backpacking, snowmobiling, and surfing and snorkeling make them stand out--RELATIVE TO ALL OTHERS**
**High RP male (63),  mostly white (88), mostly under 45, few foreign born, high RP rural, New England, Rockies**
**Very high on environmental activities, volunteering, nature magazines, classes, country clubs, cultural events, gardening, ........ And low on grandchildren and church**
**Somewhat high on habitat for wildlife and fish, protecting rare species, and educational opportunities**
** ****low on managing National Forests for roads, raw materials, grazing and recreation facilities**

## Outdoor Recreation in American Life

_***Outdoor Recreation in American Life***_

- The United States‘ only ongoing, comprehensive assessment of the trends, current situation, and likely future of outdoor recreation demand and supply.

## This book is an examination of the population, demographic, urban, rural, economic, leisure and recreation trends of the United States.

## Forthcoming Book:Outdoor Recreation for 21st Century AmericaCurrent trends, Participation, Demographic and regional differences, Linkages with lifestyles, State/ regional/national estimates, Participant profiles Spring/Summer, 2002, Venture Publishing, PA

## NSRE

_***NSRE***_

***NATIONAL SURVEY ON RECREATION AND THE ENVIRONMENT***
***SINCE 1960***
_***THE UNITED STATES’ ON-GOING NATIONAL RECREATION SURVEY***_

## OUTDOOR RECREATION: 

**OUTDOOR RECREATION:**** **
**SEGMENTING AMERICANs AND  MARKETs TO BETTER SEE THE TREES**

**Better Understanding Market Trends, Land Management Priorities, Market Segments and Making Sense of It**** **

**Ken Cordell, FS Research, Athens, GA**      _**www.srs.fs.fed.us/trends**_