ukc/ukh readership survey 2013 - ukclimbing.com · 2016. 12. 21. · ukc and ukh user survey 2013 1...

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.




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%




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?




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




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




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%




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





What do you think about the level of advertising on UKC?

OK

Too Much

Not Enough

No Adverrtising

ukc/ukh readership survey 2013 - ukclimbing.com · 2016. 12. 21. · ukc and ukh user survey 2013 1...

Documents