Industry Press Release

Digital Trends for the Active Lifestyle Consumer: New Research From The Good


Portland, OR (November 26, 2013) — Active consumers are gravitating toward activity participation, shopping and purchase experiences offering maximum flexibility and minimum hassle, according to new research conducted by digital agency The Good.

The report is called The Digital Trends for the Active Lifestyle Consumer Report and it reflects research and insights on active lifestyle consumers’ athletic apparel, footwear, and equipment in store and online shopping and purchasing habits. The Good helps outdoor, athletic and active lifestyle brands grow lasting relationships with active consumers through rewarding experiences on the web, on mobile and in stores.

According to Shaun Tinney, The Good’s director of research and strategy, the research confirmed for them that today’s busy active consumers are gravitating toward brands and retailers who provide the best shopping and purchasing experiences on and offline. Tinney says, “Brands that want to grow relationships with these buyers will need to start demonstrating a clear benefit to getting products and information straight from the source.”

The Active Lifestyle Consumer and Digital Report is based on the results of an online survey of 527 qualified active lifestyle consumers about their current shopping and purchasing habits for athletic apparel, footwear, and equipment.

The research revealed strong preferences in activity participation and insights into research, shopping, and purchase behaviors. For example:

Most active consumers identified as “solo athletes” enabling them to be active in spite of busy lifestyles.

Personal training activities such as running, yoga and Pilates, provide active consumers with maximum time flexibility, and flexible group activities such as Crossfit and obstacle runs are springing up to bring them together.

Most search online first but many active consumers visit a site just one time before purchase.

Purchasing behaviors mirrored this group’s need to optimize their time and so when contemplating a purchase the starting point for all but five percent was online research. But half of participants said they typically visit a site only once before purchasing, indicating the importance of a frictionless online experience – as there may be no second chance to capture that sale.

To overcome the Amazon effect, brands must give consumers a compelling reason to go “to the source.”

This need for flexibility and efficiency is causing consumers to start and often end their product search with a purchase on Amazon – because it is often the result they see first when searching online. When consumers did visit a brand site, they expected to find detailed information “from the source” as well as credible customer reviews. This desire for flexibility and efficiency extended to checking out, with half preferring to check out as a Guest.

The 2013 Active Lifestyle Consumer and Digital Report also offers detailed information on active consumer buying patterns as well as brand and product preferences. View the