Carried out from March 2013 to end of April 2013
User Survey completed by 6614 readers of UKClimbing.com and UKHillwalking.com equivalent to 10% of our registered reader database
Average Readership in 2013
• UKC/UKHregisteredreadersabout67,141inMay2013
• UKCaveragedailyvisitors15,000to24,000differentpeople*
• UKCmonthlyvisitors250,000*
• UKCmonthlypageviews8,500,000*
• Averagetimeonsite8minutes*
*FiguresfromGoogleAnalytics
UKC/UKH Readership Survey 2013
UKClimbing Limited91 Western Road, Sheffield, S10 1LB
UKC and UKH User Survey 2013 1
UKC Survey Responses - 6240 (almost 10% of Registered User database) UKH Survey Responses - 374Survey carried out in March and April 2013
Total Registered Users in April 2013 (across both sites) - 66,000
Personal Details - Gender, Age, Employment, Salary
UKC/UKH Readers - Spending Power
• 58% earn more than £20,000 a year.
• 95% are either employed or in education.
• 46% own their own homes. (2010 figure 47%)
UKC/UKH has a diverse readership; male and female, from young to old. The majority are in employment or education and many earn more than £20,000 per year.
Male or Female?
What is your employment status?
Do you own your own home?
46 plus
36k to 46k
26k to 36k
20k to 26k
12k to 20k
5k to 12k
less than 5k
What is your income?
47 plus
37 to 46
27 to 36
21 to 26
16 to 20
under 16
How old are you?
Unemployed2.0%
Student17.0%
Female11.2%
Male86.7%
Self-employed11.8%
Retired3.1%
Part-time5.4%
Full-time59.6%
Yes46.0% No
51.8%
2 UKC and UKH User Survey 2013Personal Details - Location
UK Post Code AreasThe most UKC/UKH Readers are in London but after that the next biggest concentrations are in the traditional climbing areas of Sheffield (Peak), the Lakes and North Wales.
Country of Origin89.6% of UKC/UKH readers are based in the UK. The rest come from over 30 different countries around the World with the majority being in Western Europe.
UK
Western Europe
Other
USA/Canada
Australia/New Zealand
Country/region of origin?
London
Sheffield
Lake District
North Wales
Bristol
Birmingham
Stockport/Peak
Leeds
Minor Other Areas
Glasgow
Manchester
Newcastle-U-Tyne
Nottingham
Derby/Derbyshire
South Wales
Surrey
Exeter
Perth
Stoke/Staffordshire
Liverpool
Teeside
Chester
Southampton
Coventry
Leicester
Inverness
York
Shrewsbury
Kent
Gloucester
Preston
Which UK post code area do you live in?
Falkirk
Bradford
Oxford
Cambridge
Warrington
Cornwall
Bournemouth
Milton Keynes
Dorset
Huddersfield
Durham
Fife
Northampton
Torquay
Swindon
East Anglia
Crewe
Bolton
Worcester
Portsmouth
Chelmsford
Lincoln
Harrogate
Edinburgh
Taunton
St Albans
Stevenage
Halifax
Blackpool
Watford
UKC/UKH Readers - Location
• 89.6% are based in the UK (2010 figure 90.3%)
• 7% are based in or around London.
• 16% are based in or around the Peak District.
UKC and UKH User Survey 2013 3
UKC Survey Responses - 6240 (almost 10% of Registered User database) UKH Survey Responses - 374Survey carried out in March and April 2013
Total Registered Users in April 2013 (across both sites) - 66,000
Technology Adoption - Phones, Cameras, e-Readers and Apps
UKC/UKH Readers - Technology adoption
• 93% have a camera that they use regularly.
• 99.4% have a mobile phone.
• 76% have a smartphone.
• 65% use apps on their smartphone.
• 41% own an e-Reader.
UKC/UKH users are good adopters of technology with a large percentage owning and using smartphones. They are also keen photographers as illustrated by the UKC/UKH Photo Galleries
What type of camera do you own and use?
Compact digital
Phone camera
Digital SLR
Film
none
Bridge digital
none
Simple
iPhone
iPad
other
Kindle
Nexus
Galaxy
Surface
Playbook
Do you own a tablet or e-reader?
What mobile phone do you have and how do you use it?
I don’t have a mobile phone
I don’t know what phone I have
I don’t have a smartphone
Other smartphone - don’t use apps
Window - don’t use apps
Android - don’t use apps
iPhone - don’t use apps
Other smartphone - use apps
Windows - use apps
Android - use apps
iPhone - use apps
UKC and UKH User Survey 20134 UKC Activities - Climbing, Other sports, Training and Indoors
UKC readers are active at all types of climbing as well as many other activities. The graph to the right shows their activities. Climbing-related activities are in Red.
Traditional climbing
Indoor lead climbing
Hillwalking in the UK
Sport climbing
Indoor bouldering
Outdoor bouldering
Winter walking
Mountain biking
Ice/winter climbing
Hillwalking abroad
Skiing
Road biking
Alpine climbing
Road running
Fell running
Canoe/Kayaking
Mountaineering
Mixed winter climbing
Ski mountaineering
Competition climbing
Caving
Orienteering
Big wall climbing
Other activity
Urban climbing
Adventure racing
Canyoning
Triathlon
No activity
Surfing
Windsurfing
Sailing
Slacklining
Scuba Diving
Kite Surfing
Fishing
Swimming
Paragliding
Horse Riding
Via Ferrata
Coasteering
Golf
UKC readers - Activities• 99% go climbing outdoors.
• 97% go climbing indoors.
• 85% climb outdoors more than once a
month.
• 96% have been climbing for more than one
year.
• 82% train for climbing, with 27% claiming
to do so ‘frequently’.
• 74.5% go hillwalking. (2010 figure 73%)
never
less than once a month
once or twice a month
weekends
more than twice a week
How often approximately do you go climbing outside during the season?
How often do you go climbing indoors?
never
occasionally - winter
monthly - winter
once a week - winter
twice a week or more - winter
occasionally - year round
monthly - year round
once a week - year round
twice a week or more - year round
20 plus years19.0%
Not a climber0.2%
Less than a year3.4%
1 to 5 years36.6%
6 to 10 years21.8%
11 to 20 years18.5%
UKC and UKH User Survey 2013 5
UKC Survey Responses - 6240 (almost 10% of Registered User database) UKH Survey Responses - 374Survey carried out in March and April 2013
Total Registered Users in April 2013 (across both sites) - 66,000
UKH Activities - Climbing, Other sports, Training and Indoors
UKH readers are active at all types of walking as well as many other activities. The graph to the right shows their activities. Walking-related activities are in Red.
UKH readers - Activities• 96% are active walkers.
• 77% go walking more than once a month.
• 99% have been climbing for more than
one year.
• 53% also go rock climbing.
Scrambling
Winter walking
Summit ticking
Country rambling
Overnight backpacking
Rock climbing
Mountain biking
Road biking
Alpine walking
Expedition trekking
Bouldering
Road running
Alpine/mountaineering
Skiing
Fell running
Canoe/kayak
Other activity
Orienteering
Ski Mountaineering
Adventure racing
Caving
No activity
Canyoning
Triathlon
Sailing
Surfing
Horse riding
Windsurfing
Scuba diving
less than once a month
once or twice a month
weekends
more than twice a week
How often approximately do you go hillwalking?
Which areas of the UK have you been walking in over the last 2 years?
West Highlands
Southwest England
South Mid Wales
Scottish Island
Peak Pennines
North Wales
Lakes
Galoway Arran
East Highlands
Cheviots Borders
Hillwalker
Mountaineer
Trekker
Rambler
What type of hillwalker would you call yourself?
20 plus years55.1%
Less then a year1.1% 1 to 5 years
12.0%
6 to 10 years10.7%
11 to 20 years20.6%
UKC and UKH User Survey 20136 Climbing Clubs, Instructors/Guides/Tours and Festivals
UKC/UKH readers - Clubs, Guides/Instructors/Tours and Festivals
• 60% are members of the BMC. (2010 figure 58%)
• 48% have hired an instructor, guide or climbing coach.
• 43% are members of a climbing club.
• 58% have either been on, or considered, an organised tour or expedition.
• 42% visit an outdoor festival or event.
UKC and UKH readers are involved with Clubs both regional and national. Many are also members of the BMC and/or the MCofS.
Instructors/Guides/Tours and Outdoor FestivalsUKC/UKH readers regularly hire guides, instructors and/or climbing coaches. They also go on organised tours and expeditions and attend festivals and events across the country.
Are you a member of the BMC or MCofS? - UKC Readers
Have you ever hired a guide, a climbing instructor or a professional climbing coach?- UKC Readers
Have you ever been on an organised tour or expedition?
Are you a member of the BMC, Ramblers or MCofS?
- UKH Readers
Are you a member of a climbing club?
none
Regional
University
Climbers C
Alpine C
Army MA
SMC
FRCC
Neither34.1%
None61.6%
Not a member 48.9%
Ramblers4.0%
BMC42.0%
MCofS8.3%
Considered30.6%
Regularly3.6%
Once23.4%
Never41.6%
Coach8.0%
Guide14.8%
Instructor22.2%
MCofS6.8%
BMC60.0% Kendal
The Outdoor Show
ShAFF
Cliffhanger
Other
Keswick
Edinburgh
BANFF
Fortwilliam
Reel Rock Tour
CWIF
Alpkit Big Shakeout
Do you visit any annual climbing/outdoor related gatherings?
UKC and UKH User Survey 2013 7
UKC Survey Responses - 6240 (almost 10% of Registered User database) UKH Survey Responses - 374Survey carried out in March and April 2013
Total Registered Users in April 2013 (across both sites) - 66,000
Climbing Gear - Habits
UKC/UKH readers - Gear Habits
• 72% have spent more than £300 on outdoor gear in the last 12 months.
• 66% have bought new rock shoes in the last 12 months, possibly 43,000 pairs.
• 40% have bought new ropes in the last 12 months, as many as to 26,000 ropes (that is over 1.3 million metres of rope!)
UKC/UKH readers buy gear frequently and spend plenty of money on it. They buy a full range of products from specialist climbing equipment to mountain and casual clothing.
We also asked where UKC/UKH readers bought there gear and what brands they had bought in the last 12 months. These results (and top charts) are covered in the next two pages.
More than £1200
£300 to £1200
£100 to £300
Less then £100
No purchase in the last 12 months
Approximately how much have you spent on outdoor gear in the last 12 months?
Climbing Hardwear
Mountain Clothing
Climbing Accessories
Rockshoes
Casual Clothing
Boots
Camping
Rope
Rucksacks
Harness
Winter Hardwear
Helmet
Training Aids
none
In the last year what gear have you bought? - UKC Readers
In the last year what gear have you bought? - UKH Readers
Mountain Clothing
Boots
Navigtion
Camping
Casual Clothing
Rucksacks
Ropes
Rockshoes
Walking Poles
Winter Hardwear
none
UKC and UKH User Survey 20138 Climbing Gear - Retail Advertisers
Cotswold Outdoor
GO Outdoors
Needlesports
Joe Brown
V12
Outside
BananaFingers
Snow and Rock
Blacks Outdoor
Rock and Run
Ellis Brigham
other small outdoor shop
Field and Trek
Tiso
The Outdoor Shop
other small wall shop
other online retailer
Nevisport
The Climbers’ Shop
Alpkit
other large outdoor chain shop
The Epicentre
TauntonLeisure
Urban Rock
Ultimate Outdoors
EliteMountainSports
WebTogs
Mountain Factor
AdventurePeaks
RoughGear
We asked readers which shops they had bought gear from during the last 12 months and gave them a long list to select options from. The results are shown to the right. The figures for businesses that also run web sites include both shop and online sales.
Shops in Red have all advertised on UKC/UKH during the last 12 months.
UKC/UKH Retail Advertisers
• UKC/UKH has 66,000 registered users so a figure of 20% in the last 12 months may equal to more than 13,000 individuals.
• 60% of the top 10 retailers advertise on UKC/UKH.
• 76% buy their gear online.
Where have you bought gear from in the last 12 months?
Outdoor Shop
Website
Other Second Hand
UK C For Sale Forum
No gear in the last 12 months
UKC and UKH User Survey 2013 9
UKC Survey Responses - 6240 (almost 10% of Registered User database) UKH Survey Responses - 374Survey carried out in March and April 2013
Total Registered Users in April 2013 (across both sites) - 66,000
Climbing Gear - Brand Advertisers
1) DMM2) Black Diamond
3) Petzl4) RAB
5) Mountain Equipment6) FiveTen
7) Wild Country8) La Sportiva
9) Scarpa10) Mammut
11) Berghaus12) The North Face
13) Alpkit14) Arc’teryx
15) Marmot16) Mountain Hardwear
17) Edelrid18) Evolv
19) Patagonia20) Icebreaker
21) Nikwax22) Metolius23) Montane
24) Grivel25) Beal
26) Smartwool27) ClimbOn
28) Moon29) prana
30) Salomon31) Haglofs
32) RedChili33) Lowe Alpine
34) CAMP35) Karrimor
36) Merrell37) Osprey38) Boreal
39) Inov840) Outdoor Research
41) Quechua42) Helly Hansen
43) Bridgedale44) JetBoil
45) Nalgene46) Therm-a-rest
47) Charlet48) MSR
49) E950) Sealskinz
AdidasVango
CamelbakExped
ParamoDeuterOakley
SilvaOrtlieb
ExtremitiesClog
TrekMatesTerraNova
SeaToSummitPODsacsSuperfeet
RonhillSimondPrimus
AsoloClimbX
OutdoorDesignsMeindl
TendonOMMJulbo
PlatypusSiggLeki
ClimbingTechnologyEdelweiss
MilletSterlingSalewaSherpa
PHDBlueIce
GrangersMacpac
ExpeditionfoodsBuffalo
ColemanBetaCDBrasher
MadRockAquapac
RohanCrux
Jack WolfskinBloc
AdventureMedicalKitsTrangia
SingingRockVaude
bolleBlurrKeen
BackcountrySnap
HillebergTrango
BleaustoneTroll
TekoRockEmpire
Kahtoola
OmegaPThorloLOWA
LorpenBeaconHoldsTrangoWorld
CassinBergansMultimatXSocks
akuFjallraven
AiguilleRaichle
GoalZeroOptimus
OcunKongBonaiti
KaylandClimbBloxAjungilak
ZamberlanTenya
MonturaAustriaAlpin
FadersMontrailX-bionicTreknEat
TravellunchSteripen
KlymitKatadynHanwag
YetiWestern
RockPillarsGregory
GrowersCupLightwave
ChocolateFishMerinoWestcomb
RocaFizanNemo
EBVasqueKoflach
DolomiteTierraSotoOrtik
MagellanPacerPoles
NordiskBibler
We asked readers which brands they had purchased during the last 12 months and gave them a long list to select options from. The results are shown to the right.
Brands in Red have all advertised on UKC/UKH during the last 12 months.
In 2010 we asked a slightly different question - What gear brands do you own? The top results of that survey are shown below.
UKC/UKH Brand Advertisers
• UKC/UKH has 66,000 registered users so a figure of 20% in the last 12 months could be equivalent to more than 13,000 individuals.
• 72% of the top 50 retailers advertise on UKC/UKH.
• 100% the top 20 retailers advertise on UKC/UKH.
UKC and UKH User Survey 201310 The Climbing Media - Other websites and Outdoor magazines
UKC/UKH readers and the Media
• 58% of UKC Readers also visit the BMC web site.
• 50% of UKC Readers also visit Rockfax.com
• 28% of UKC Readers also visit UKH with many visiting every day.
UKC/UKH readers use many other media sources for their climbing, mountaineering and walking related news and articles.
Which other web sites do you visit? - UKC Readers
Climber
BMC Summit
Climb
Trail
TGO
Alpinist
Scottish Mountaineer
Rock and Ice
Vertical
Climbing
Desnivel
Klettern
theBMC.co.uk
Rockfax.com
UKHillwalking.com
UKBouldering.com
Climber.co.uk
SummitPost.org
ClimbMagazine.com
8a.nu
OutdoorsMagic.com
Climbing.com
RockandIce.com
PlanetMountain.com
Live4theOutdoors.com
RockClimbingUK.co.uk
DPMclimbing.com
TGOmagazine.co.uk
Klettern.de
Kairn.com
Which other websites do you visit? - UKC Readers
Which magazines do you read? - UKC Readers
Which magazines do you read? - UKH Readers
Trail
TGO
BMC Summit
Scottish Mountaineer
Trek & Mountain
The Angry Corrie
Scotland Outdoors
Adventure Travel
Outdoor Enthusiast
Which other websites do you visit? - UKH Readers
theBMC.co.uk
OutdoorsMagic.com
MWIS.org.uk
Live4theOutdoors.com
Walkhighlands.co.uk
TGOmagazine.co.uk
Grough.co.uk
UKC and UKH User Survey 2013 11
UKC Survey Responses - 6240 (almost 10% of Registered User database) UKH Survey Responses - 374Survey carried out in March and April 2013
Total Registered Users in April 2013 (across both sites) - 66,000
The Climbing Media - Videos, Blogs , Books and DVDs
UKC readers and the Media
• 98% watch climbing-related videos on the Internet. (2010 figure 95%)
• 84% watch their climbing-related videos on UKClimbing.com. (2010 figure 78%)
• 85% bought 1 or more guidebooks in the last 12 months.
• 47% bought 1 or more DVDs or downloads during the last 12 months.
UKC readers watch lots of climbing-related videos on the Internet. They also read blogs and buy many books and DVDs.
Books, Guidebooks and DVDsOur users buy a lot of climbing-related books, DVDs and guidebooks.UKC
YoutubeVimeoother never
UKBoulderingdpmclimbing.com
Facebookcrimpvids.com
climbingnarc.com8a.nu
TVMountain.comifsc.tv
reddit.comvideoclimb.com
Infinity Liststeepedge.comBlack Diamond
rockandice.comDMM website
Where do you watch climbing videos on the internet?
How many books, DVDs and downloads have you bought in the last year?
Climbing DVDs or Downloads
Climbing Guidebooks
Other Climbing Books
Dave MacleodAndy Kirkpatrick
Shauna CoxseyColdthistle
Nick BullockMina Leslie-Wujastyk
Stevie HastonGreg BoswellHazel Findlay
Alan HalewoodAbacus
Will GaddBeastmaker
Steve McClureSonnie Trotter
Alpine ExposuresMark Baggy Richards
Alan KimberColin Haley
Tom RandallAndy Turner
James PearsonNalle Hukkataival
Glencoe MountaineerRicky Bell
Dave GrahamSteph Davis
Sasha DigiulianMike Pescod
Ian ParnellJoe Kinder
Mountain CirclesMark Reeves
Leo HouldingSimon Richardson
Robbie PhillipsLucy Creamer
James McHaffieUeli Steck
Jack GeldardAndy Mountains
Paul RobinsonMoon
Footless Crowclimbingnarc.com
Alpha MountaineeringAlex MasonTim Emmet
James ThackerAlex BarrowsSteve HouseTom Bolger
Pete Whittaker
Weekly23.7%
Daily15.4%
Monthly31.3%
Never2.2%
Occasionally26.7%
UKC and UKH User Survey 201312 The Climbing Media - Videos, Blogs , Books and DVDs
UKC/UKH readers - Travel Habits
• 68% take out travel insurance.
• 50% use the BMC Travel Insurance.
• 74% travel abroad to climb/walk. (2010 figure 62%)
• 77% who do travel stay in rented accommodation on some trips.
• 91% who travel also camp on some trips.
UKC/UKH readers travel to do their climbing and walking. They mostly use air travel and stay in hotel/hostels, rented accommodation or camp.
Travel InsuranceUKC/UKH readers take out travel insurance when they go abroad.
How often do you go abroad to climb/walk?
When you go abroad do you stay in a hostel/hotel/BandB?
When you go abroad do you stay in rented accommodation?
When you go abroad do you camp?
BMC
no
other
Austrain Alpine Club
Snowcard
Dogtag
Do you take out climbing insurance for your trips?
2 to 4 times a year23.2%
Usually13.1%
Usually36.9%
Usually12.7%
Always3.4%
Always9.5%Always
2.6%
More than 4 times a year5.1%
Never26.1%
Never23.0%
Never10.5%
Never21.8%
Occasionally35.7%
Occasionally42.1%
Occasionally38.3%
Once a year44.9%
UKC and UKH User Survey 2013 13
UKC Survey Responses - 6240 (almost 10% of Registered User database) UKH Survey Responses - 374Survey carried out in March and April 2013
Total Registered Users in April 2013 (across both sites) - 66,000
Thoughts on UKC
UKC readers on UKC
• 91% thought our news coverage was good or excellent.
• 92% thought our articles were good or excellent.
• 93% think that the advertising level on UKC is about right.
• 76% thought that site navigation was good or excellent. (2010 figure 80%)
• 76% approved of the moderation on the forums.
• 45% use the UKC Classifieds pages
UKC readers gave us a resounding vote of confidence for our news, articles and site navigation.
The popular UKC Forums also got a thumbs up from our users.
Advertising on UKC/UKHWe asked what users felt about the level of advertising on UKC/UKH.
Mobile-friendly
Thread tracking
Reply alert by email
No change
Thread voting
Facebook like option
Embed media in threads
Avatars with posts
Emoticons in posts
Would you like us to add extra features to the UKC Forums?
How do you rate UKC’s Articles?
How do you rate UKC’s design and ease of navigation?
How do you rate the moderation on the UKC forums?
How do you rate the functionality and useability of the UKC Forums?
How do you rate UKC’s climbing news coverage?
Excellent Good Average Poor Rubbish
Excellent Good Average Poor Rubbish
Excellent Good Average Poor Rubbish
Excellent Good Average Poor Rubbish
Excellent Good Average Poor Rubbish
What do you think about the level of advertising on UKC?
OK
Too Much
Not Enough
No Adverrtising