By Livy Beaner // SWNS
NEWS COPY W/ VIDEO + INFOGRAPHIC
Nearly three in five Americans (58%) wish they were more adventurous, new research suggests.
A survey of 2,000 U.S. adults revealed that 41% of Americans have an adventure bucket list, or a series of adventures they’d like to go on or places they’d like to visit.
And if all goes according to plan, Americans are aiming to cross off every item on their adventure bucket list by the time they turn 56.
In fact, an astonishing 25% of Americans surveyed are interested in climbing a mountain range, despite only 11% indicating that they have the skills and the know-how to do so.
And almost a third (32%) are planning to visit a National Park in 2024. Of those, Yellowstone (39%), the Grand Canyon (38%) and the Great Smoky Mountains (28%) ranked as the top three must-see destinations.
Conducted by Talker Research and commissioned by Mountain House, the study found that more than six in ten (62%) reported they want to spend more time outdoors than they currently do.
So what’s holding them back? Top concerns were things like insects and pests (56%), running into wildlife (40%), getting lost (36%), needing a bathroom (35%) and running out of food (19%) and water (34%).
To push through their fears and get outside their comfort zone, respondents would be most willing to try camping (35%), fishing (32%), hiking (26%) and road-tripping (25%).
The survey also divided respondents into categories based on their level of adventurousness and found several key differences between the groups.
According to the results, 11% consider themselves to be “expert adventurers” or those who go on outside adventures multiple times per month.
These expert adventurers spend an average of 18 days per month in the great outdoors and tend to most enjoy camping (55%), hiking (52%) and hunting (24%), compared to other adventurers.
Others fall into the “average adventurer” (16%) category, who find themselves exploring about once a month. Compared to others, these Americans most love looking at the stars (66%) and are most likely to say they feel at peace when they’re outside (70%).
Interestingly, one-third of respondents say they align with the “social adventurer” archetype who will get outdoors occasionally with their friends and family.
Almost one in five (19%) even consider themselves “inside cats” and prefer to avoid the outdoors altogether. One-quarter of baby boomers selected this category, more than any other generation.
“Social adventurers” and “inside cats” of all ages are most likely to worry about finding a bathroom while on an outdoor adventure (27% and 31%), as well as fearing they’ll cross paths with wildlife (20% and 21%).
The survey also looked to define an adventurer and found that being someone who loves the outdoors (63%), is curious (44%) and is high-energy (40%) are all necessary characteristics.
And when it comes time to get some grub, adventurers of all types and experience levels prefer to have a meal where they cook their food over a fire (38%), eat meals that require as little cooking as possible (30%) or even meals that require as little clean-up as possible (29%).
“Planning snacks and meals tops the priority list for 35% of Americans when preparing for outdoor adventures,” notes Jim Cohen, CEO at Mountain House. “Knowing you have a warm, delicious, convenient meal to enjoy at the end of the day gives you time to do the activities you love, spend less time cooking, and feel that sense of comfort – whether you’re a seasoned outdoor veteran or a social adventurer.”
Looking further into outdoor adventures, more than nine in ten respondents (94%) find time to connect with nature and get outside on a regular basis. In fact, 40% of respondents are spending more time outdoors today than they were five years ago.
Investigating how time outdoors plays into travel adventures, a fourth would like to see more of the United States (39%) and 35% are itching to see more of the wider world.
Regardless of where they’re heading, the most important factors for a travel adventure include the weather at the destination (39%), the activities you can do (34%) and the people they’re traveling with (33%).
Cohen continues, “It’s exciting to see how Americans have increased their time spent outside over the past 5 years and are finding opportunities to personalize the experience to fit their needs. Whether you’re a stargazer, a rock climber, a kayaker, or a leisurely hiker, the outdoors offers a chance to unwind and explore.”
Survey methodology:
This random double-opt-in survey of 2,000 general population Americans was commissioned by Mountain House between May 1 and May 6, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
