InsideOutdoor Magazine

Inside Outdoor | SUMMER 2018 10 DATA POINTS Social Usage is Shifting Have you been seeing fewer lattes and selfies in your News Feed recently? Accord- ing to GlobalWebIndex, the number of people sharing details about their life on social is on the decline while the number of people using it for practical reasons such as shopping and networking is on the incline. Source: Girl Scout Research Institute The price premium of good customer experience Q: How much more would you pay for the following product or service if the company provides a great customer experience? Source: PwC How Engagement With Social Media is Changing Source: GlobalWebindex Walking Outdoors Environmental Volunteering Canoeing/Kayaking 64 38 42 54 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Enjoy a lot Enjoy Other responses 16% 14% 14% 13% 12% 10% 9% 8% 7% 7% Coffee Hotel Stay Annual Physical Sports Ticket Dinner Airline Ticket Cable Subscription Cell Phone Plan Car Insurance Winter Coat 35% 34% 31% 23% 22% 21% 33% 36% 29% 24% 30% 20% 2015 2017 Increasing Decreasing % of internet users who use social media for the following reasons To find funny or entertaining content To share photos or videos with others To share my opinion To research/find products to buy To network for work To share details of my daily life ▼ ▼ ● ■ ❑ ■ ❑ ◆ ● ◆ ❚ ❚ Source: PwC How Engagement With Social Media is Changing Source: GlobalWebindex 16% 14% 14% 13% 12% 10% 9% 8% 7% 7% Airline Ticket Cable Subscription Cell Phone Plan Car Insurance Wi ter Coat 35% 34% 31% 23% 22% 21% 33% 36% 29% 24% 30% 20% 2015 2017 Increasing Decreasing % of internet users who use social media for the following reasons To find funny or entertaining content To share photos or videos with others To share my opinion To research/find products to buy To network for work To share details of my daily life ▼ ▼ ● ■ ❑ ■ ❑ ◆ ● ◆ ❚ ❚ The Value of the Customer Experience In “Ship Shape” (please see page 16), Smartwool director of ecom- merce Sarah Seifert mentions two magic words that should be top of mind for every retailer today: “Customer experience.” According to PwC, cus- tomers are now willing to pay up to a 16% price premium on products and services from companies offering great experiences. Remember that brand loyalty is built one interaction at a time. Why They Rent Ski resort owners and gear manufacturers should take note of a recent Nastar study which found that consumers are twice as likely to rent for their kids or dependents then for themselves. The study indicates that 66.7% choose to rent at the resort at least sometimes. Value Builds Consumer Trust Consumers are more protective than ever of their personal data, especially now that the EU’s Gen- eral Data Protection Regulation (GDPR) is being enforced. According to PwC, though, customers are more willing to share their personal information with companies that they truly value. 43% The percentage of consumers who said they would not give companies permission to collect their personal data to allow for more personalized csutomer experiences. 63% The percentage of consumers who said they would be more willing to share their data for a product or service they truly value. Source: PwC Source: Nastar