2025 Edition Has the trigger for camping changed? “SNS/Entertainment works” influence new demographics (Ex cre survey results)

[2025 Edition] Did the camping experience change? “SNS/Entertainment works” influence new demographics (Excre survey results) by ​
Cross Marketing Group Co., Ltd. Press release: March 24, 2025 [2025 Edition] Has the trigger for camping changed? “SNS/Entertainment works” influence new demographics Exclier announces the results of a survey on “camping” (13 items in total) XCREA Co., Ltd. (Head office: Shinjuku-ku, Tokyo, Representative director and CEO: Miki Igarashi, TSE Prime 3675), which provides social and sales promotion services, is a group company of Cross Marketing Group Co., Ltd. (Head office: Shinjuku-ku, Tokyo, President and CEO: Miki Igarashi, TSE Prime 3675) Yusuke (Yusuke) conducted a web survey regarding “camping” targeting men and women aged 15 to 69 nationwide through internet research (a survey using the self-survey tool “QiQUMO”). The survey period is from Thursday, February 20, 2025 to Monday, February 24, 2025. Valid responses were received from 1,150 people. Survey summary • In addition to “inviting family and friends,” “SNS” and “entertainment works” were the reasons why I started camping • “Camping” is popular for veteran campers, and “day camping” and “auto camping” are popular for new campers due to the coronavirus pandemic. • Veteran campers and coronavirus pandemic campers who emphasize “food,” new campers who emphasize “refreshment” and “extraordinary experiences” In this survey, we conducted a screening survey in advance (4,980 respondents), and conducted the main survey targeting 1,150 people who answered that they had ever gone camping. We divided the data into the following three categories based on when the camp started. ・People who started before 2019 (notation in graph: veteran camper) ・People who started from 2020 to 2022 (notation in the graph: Corona pandemic camper) ・People who started in 2023 or later (notation in the graph: new campers) In addition to the above results, we also collected responses to questions such as “What kind of people do you often go camping with?” “What dishes do you often make when camping?” and “Intentions toward camping in the future.”
Download the full survey results here ​ In addition to “inviting family and friends,” “SNS” and “entertainment works” were the reasons why I started camping The most common reason for starting camping was “I was invited by a family member, friend, or acquaintance.” However, among new campers during the coronavirus pandemic, in addition to “the impact of the camping boom during the coronavirus pandemic,” there were relatively many responses such as “I got interested after watching YouTube and SNS” and “Influenced by anime, dramas, and movies.” Videos, SNS, and entertainment works are providing opportunities to create new campers.
https://prcdn.freetls.fastly.net/release_image/71371/146/71371-146-1d987e15f8ff00266eb3ee7e9fd765dd-1424×652.png [Chart 1] Main reason for starting camping (single answer) “Camping” is popular for veteran campers, “day camp” and “auto camping” are popular for new campers due to the coronavirus pandemic Regarding the style of camping that they often go to, “camping (using tents, etc., and camping at a campsite or in nature)” was the most popular. On the other hand, a high percentage of new campers during the coronavirus pandemic chose “day camp” or “auto camp,” which revealed that there are differences in camping styles depending on camping experience.
https://prcdn.freetls.fastly.net/release_image/71371/146/71371-146-86568475a9a16f71d737df926d1a69b5-1487×726.png [Chart 2] Frequently used camping style (multiple answers) Veteran campers and coronavirus pandemic campers who place emphasis on food, new campers who place emphasis on refreshment and extraordinary experiences Regarding the main purpose of camping, the most common response among veteran campers during the coronavirus pandemic was “I want to enjoy BBQ and camp meals” (27.6%), indicating that the food experience unique to camping is appealing. On the other hand, among new campers, the most common response was “I want to refresh myself (20.0%),” followed by “I want to enjoy nature (18.2%)” and “I want to experience something out of the ordinary (18.2%).” Many people seem to use camping as a way to relieve themselves from the stress of everyday life.
https://prcdn.freetls.fastly.net/release_image/71371/146/71371-146-ba020977dfdc87c67d32195d906a218a-1507×705.png [Chart 3] Main purposes for camping (TOP5) (single answer) In addition to the above results, we also collected responses to questions such as “What kind of people do you often go camping with?” “What dishes do you often make when camping?” and “Intentions toward camping in the future.” Download the full survey results here ​ Investigation items • Frequency of camping in the past year (from January 2024 to present) (SA) • Year of last camping trip (SA) • Main reason why I started camping (SA) • Frequently visited camping style (MA) • What kind of people do you often go camping with? (MA) • Main purpose of camping (SA) • What you think is important when thinking about going camping (MA) • Camp information source (MA) • Dishes I often make when I go camping (MA) • Foods often brought when camping (MA) • Changes in camping frequency in the most recent year (January 2024 to present) compared to the coronavirus pandemic (2020-2022) (SA) • Camping equipment (MA) purchased in the past year (January 2024 to present) • Intentions for future camps (SA) Research overview Survey title: Web survey on “camping” Survey period: Thursday, February 20, 2025 – Monday, February 24, 2025 Research method: Cross marketing Survey using QiQUMO Survey target: 1,150 men and women aged 15 to 69 living nationwide Company profile Company name: Excrea Co., Ltd. Representative: Yusuke Takasu, President and CEO Address: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo Established: March 1972 Main business: Formulation and implementation support of social and sales promotion that integrates online and offline URL:
https://www.excrie.co.jp/ Company name: Cross Marketing Group Co., Ltd. Representative: President and CEO Igarashi Stem Address: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo Establishment: June 2013 Main businesses: Digital marketing business, data marketing business, business management of subsidiaries engaged in insight business, etc., and businesses incidental or related thereto URL:
https://www.cm-group.co.jp/