may 2016 vision council visionwatch sports sunglass report · pdf filemay 2016 vision council...

MAY 2016 VISION COUNCIL VISIONWATCH SPORTS SUNGLASS REPORT

FOR MORE INFORMATION STEVE KODEY

THE VISION COUNCIL 225 REINEKERS LANE, SUITE 700 ALEXANDRIA, VA22314

thevisioncouncil.org 703-740-2251

2016 Sports Sunglass Report

Table of Contents

Overview of Methodology and Results .................................................................. 3

Question by Question Report Summary ................................................................ 4

Summary Graphs and Charts ................................................................................ 8

Tabulated Results for All 10,382 Respondents ................................................... 14

Detailed Cross Tabulations .................................................................................. 19

Appendix A: Comparison to 2011 through 2016 .................................................. 45

Appendix B: Survey Questionnaire ...................................................................... 54

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Overview of Methodology and Results

In March of 2016, The Vision Council fielded a short questionnaire (11 questions) originally developed in August 2011 to survey American plano sunglass purchasers and Rx sun users about their sports habits as they relate to sunglasses. The questions were appended to the March 2016 VisionWatch questionnaire that was sent to approximately 10,500 US American adults. The sample was balanced and weighted to be demographically and psycho-graphically representative of the U.S. population over the age of 18.

A total of 10,382 complete responses were received from U.S. adults who have either purchased plano sunglasses at any time in their lives or currently wear Rx sun wear. In addition to providing tabulations on the 11 custom slot questions for all 10,382 respondents, the VisionWatch database was used to generate a series of detailed cross tabulations to better highlight any demographic differences that may exist between the various segments of the U.S. population. These detailed cross tabulations can be found beginning on page 14 of this report. The 2016 cross tabulations contain a section that examines sports usage and habits by sports participation the categories are defined as the following:

Water Sports Participants: Anyone who said they have participated in surfing, jet skiing, water skiing and/or fishing/angling in the past year.

Mountain Sports Participants: Anyone who said they have participated in mountain bike riding, rock climbing and/or hiking in the past year.

Winter Sports Participants: Anyone who said they have participated in snowboarding and/or snow skiing in the past year.

Extreme Sports Participants: Anyone who said they have participated in skateboarding, BMX Riding and/or ATV Riding in the past year.

Road Sports Participants: Anyone who said they have participated in road bicycle riding, Moto Cross and/or Rally cross the past year.

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Detailed Summary: Question by Question

Custom Q1: Which of these activities have you taken part in during the past year?

Among the 10,382 respondents, around 82 percent said they had participated in at least one sports activity in the past year. The most common activity was walking, in which 65 percent respondents said they had participated the past year. Age and region tended to be the two major factors that split respondents’ likelihood to participate in sports in general as well as participate in specific sports. Younger respondents tended to be more likely to participate in sports than older respondents. We found that around 84.8 percent of respondents under the age of 45 had participated in a sport in the past year while 79.8 percent of respondents 45 years of age or older had.

In general we found that respondents from the Mountain-Pacific region and the Midwest region of the U.S. were slightly more likely to participate in sports than respondents from the Northeast and the Southeast regions. Participation in specific sports was contingent on region as well. Camping, for example, was far more popular in the Mountain-Pacific (30.6 percent of respondents) than in the Northeast (18.6 percent of respondents). Similarly, 24.3 percent of respondents in the Southeast said they had taken part in fishing in the past year while only 15.1 percent of respondents in the Northeast had. Respondents from the Mountain-Pacific regions were more likely to take part in snow skiing and hiking than respondents from the Southeast. Walking and tennis were the most common relative activities in the Northeast region with 8.2 percent while all the other regions had 6.6 to 7.7 percent of respondents participate in tennis.

Custom Q2: What is your favorite sport sunglass brand? Asked of all respondents who said they have participated in at least one sport activity in the past year.

Unaided, we asked respondents to tell us what their favorite sports sunglass brand is. The most common brand that was reported was Oakley (22.6 percent of respondents). RayBan was also a common brand with 12.3 percent of respondents saying it was their favorite sports sunglass brand. We also had around 24 percent of respondents who said they didn’t have a preference when it came to sports sunglass brands and about 20 percent of respondents who said they did not know what their favorite brand was.

Custom Q3: Please indicate if you recognize any of the following sport brands?

In order to test brand awareness we asked respondents which brands they recognized from a list of 22 sports sunglass brands. The most commonly recognized brand was Oakley in which 67.7 percent of respondents said they were familiar with the brand. Respondents who had played a mountain sport, such as rock climbing, in the past year were especially likely to recognize Oakley (79.8 percent). The same was true for road sports, such as moto cross riding, in which 78.9 percent said they recognized Oakley. Fifty-seven percent of respondents said they recognized Under Armour, with younger respondents being more likely to recognize it (61.5 percent) along with respondents who said they participated in a “road” sport in the past year (64.3 percent). Quiksilver was another highly recognized brand (34.2 percent of respondents, especially among winter sports players). There were some brands which had a somewhat lower recognition rate among the general respondent, but had a significantly larger recognition among respondents that played particular types of sports. Spy, for example, was recognized by just 7.6 percent of all respondents but was recognized by 22.5 percent of respondents

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who had participated in a winter sport in the past year. Similar occurrences happened with brands such as Costa Del Mar (8.5 percent familiarity with all respondents and 17.6 percent familiarity among people that participate in “road” sports), Electric (2.2 percent familiarity among all respondents and 10.4 percent among winter sports players) and Von Zipper (3.2 percent familiarity among all respondents and 12.2 percent familiarity among winter sports players).

In general men were slightly more familiar with sports brands than women. There were a few exceptions for this however. One exception was in the case of Quiksilver and its female-oriented brand, Roxy. In the case of Quiksliver, 35.3 percent of women were familiar with the brand and 34.0 percent of men were familiar. It’s no surprise that the split was even more dramatic in the case of Roxy with 29.3 percent of women saying they were familiar as opposed to just 10.4 percent of men.

Some brands tended to have more familiarity in specific regions of the U.S. Spy, for example, was familiar to 15.0 percent of respondents in the Mountain-Pacific region, while only 5.1 percent of respondents in the Midwest were familiar with the brand. Costa Del Mar was a brand familiar to 15.5 percent of respondents in the Southeast, yet only 4.5 percent of respondents in the MIdwest region said they were familiar with the brand. Quiksilver, Oakley and Arnette were all more popular among respondents living in the Mountain-Pacific region than they were to respondents living in the Northeast. Stüssy was a familiar brand to 14.7 percent of respondents in the Mountain Pacific region but only 5.1 percent of respondents in the Midwest.

Custom Q4: Have you purchased, or do you own, sunglasses (or goggles) that you use primarily for sport activities?

Less than fifteen percent of respondents said they had purchased sunglasses or goggles specifically to be used for sports activities. Younger respondents and male respondents were more likely than older respondents and females to have ever purchased sports sunglasses. Over 18 percent of younger adults and 21.7 percent of men had purchased sports sunglasses while only 11.6 percent of older adults and 8.3 percent of women had. Once again region played a significant role in sports sunglass purchase incidence – with 12.1 percent of respondents from the Midwest saying they had purchased sports sunglasses and 18.2 percent of respondents in the Mountain Pacific region saying they had. It is also no surprise that respondents who played sports in the past year were far more likely to have purchased sports sunglasses than those that had not. Respondents that played any kind of winter sport in the past year were the most likely to have purchased sport sunglasses or goggles, with 44.6 percent saying they had done so. “Road” sports enthusiasts also were more likely than other respondents to purchase sports sunglasses, with 30.0percent saying they had done so.

Custom Q5: Do you primarily use sunglasses or goggles when participating in sports activities?

The large majority of respondents (73.5 percent) stated that they primarily use sunglasses when participating in sports with a large portion of those respondents being in the Southeast region of the U.S. Just under 14 percent of respondents said that they use sunglasses and goggles equally. Those who said they use sunglasses and goggles equally were more likely to be from the Mountain-Pacific region or participate in winter sports. Those who primarily use goggles (9.9 percent) were by far more likely to partake in winter sports or reside in the Northeast region of the country.

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Custom Q6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features? Asked of all respondents who have ever purchased sports sunglasses or goggles.

The majority (72.6 percent) of respondents that had purchased sports sunglasses said their sunglasses were polarized. It is no surprise that respondents that had recently played road sports were most likely to have purchased polarized sports sunglasses (80.2 percent).

Purchasing sunglasses that had a hydrophobic lens treatment was also relatively common. Among sports sunglass purchasers, 23.9 percent had purchased sunglasses with a hydrophobic lens treatment. This was especially common among winter sport participants, of whom 34.9 percent had done so. 13.7 percent of sports sunglass purchasers said they purchased sunglasses that had photochromic lenses. Around 15.3 percent of sports sunglass purchasers said they had purchased their sports sunglasses with Rx lenses. This is slightly higher than the general population of Rx sun purchasers, which is about 11 percent.

Custom Q7: What color are the lenses in you sports sunglasses (or goggles)?

The color gray was the most popular color, used by about 23.8 percent of recent sport sunglass purchasers, especially among mountain sports participants. Gray was followed by the colors brown (14.9 percent) and blue (14.7 percent). Brown was more popular among water sports participants at 15.3 percent and blue was more common for extreme sports participants (15.9 percent). For winter sports, the color amber was the most common lens choice color after gray.

Custom Q8: Why did you purchase sunglasses with that specific color / tint?

In regard to lens color / tint, respondents mostly chose lens color based on how much they like the look of the color (38.3 percent). The look of the color was a strong determining factor among men, adults under the age of 45 years old and sunglass buyers from relatively lower-income households. “The lens color / tint helps block glare so I can perform better” was chosen by 33.2 percent of respondents. Blocking glare and improving performance were relatively stronger influential factors among adults over the age of 45, adults from relatively higher-income households and adults that participate in winter sports activities. Only about 11.5 percent of respondents said that they wanted to try a new color / tint when they bought their last pair of sports sunglasses or goggles while 20.2 percent of respondents bought their sunglasses based on the color / tint they used before. Among plano Sunglass buyers that recently spent more than $50 for their plano SG, wanting to try a new lens color/tint when they bought sports SG and wanting the lenses to improve their overall vision were the dominant reasons why the selected / purchased the specific lens color / tint that they did when recently buying sports sunglasses.

Custom Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.

In order to assess purchasing motivation for sports sunglasses or goggles, a question was added to assess what qualities the most important/valuable when making a purchase. On a scale between “Not Important At All” and “Very Important”, respondents rated certain features that were valued at the time of their purchase. Almost 3 in 4 respondents stated that comfort was very important. Durability and UV protection were the next most important features for sports sunglasses (about 65-66 percent for each feature). Mirrored lenses were voted the least important feature when purchasing sports sunglasses by 17.6 percent. Polarization and UV protection were a strong preference for water sports participants whereas comfort was the strongest preference among mountain sports users.

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Custom Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses? Asked of all respondents who have ever purchased sports sunglasses or goggles.

Chain sporting goods retailers were the most common locations that sports sunglass purchasers visited when making their sunglass purchase (22.2percent). A chain sporting goods retailer (i.e. Sports Authority, Modell’s, Dick’s, Footlocker , etc...) was a relatively more popular purchase location for men, adults under the age of 45 years old, adults from relatively lower-income households and recent plano SG buyers that spent less than $50 for their plano sunglasses. Online purchasing was the next most common retail location for sports sunglass purchasers, with 21.3 percent saying they visited an online retailer when purchasing their sports sunglasses. Online retailers were especially common among younger respondents (23.8 percent), residents of the Northeast region if the US, and respondents who participated in winter sports (31.0 percent). Sunglass specialty retailers near were another popular choice among sports sunglasses purchasers (19.6 percent), particularly among “road” sports participants at 23.8 percent of respondents. Finally, about 26.5 percent of sports sunglass buyers visit a named, “boutique”-style custom sporting goods store (i.e. Paragon, REI, Volcom, The O Store, etc…) for their sports sunglass purchases. Visiting and purchasing sports sunglasses from these smaller, niche sporting good retailers was relatively more common and frequent among men, adults under the age of 45 years old, adults from the Mountain-Pacific region of the US and people that recently spent more than $50 on the plano sunglasses that they recently purchased.

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VisionWatch 2016 Sports Sunglasses Report

17.5%0.5%1.3%1.5%1.8%2.3%2.4%2.5%3.1%3.8%3.9%

6.6%6.9%7.4%7.5%8.7%8.8%

11.9%13.0%

16.5%21.0%

23.4%23.7%

28.2% 63.8%

None of the AboveRally CrossBMX Riding

Moto Cross RidingSurfing

Snow Boarding / TubingWaterskiing

Skate boardingRock Climbing

Jet SkiingSnow SkiingATV Riding

Mountain Bike RidingTennis

HuntingShooting (Skeet, Trap or Range)

BaseballGolfing

Road bicycle ridingBoating

Fishing / AnglingCampingRunning

HikingWalking

Q1. Which of these activities have you taken part in during the past year?

0.2%0.2%0.2%0.2%0.2%0.2%0.2%0.3%0.3%0.4%0.4%

1.5%1.5%

3.0%12.3%

22.6%

ArnetteIronman

PradaRevo

SmithBolle

PolaroidGucci

Under ArmourSpy

Foster GrantCosta del Mar

Maui JimNike

Ray BanOakley

Q2. What is your favorite sports sunglass brand? (top 10)

Brands Mentionedby Respondents

Directly

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VisionWatch 2016 Sports Sunglasses Report76

.2%

60.5

%

39.3

%

23.5

%

25.7

%

79.8

%

64.1

%

45.3

%

27.4

%

25.4

%

77.6

%

61.1

%

43.3

%

25.7

%

24.8

%

78.9

%

64.3

%

45.1

%

30.2

%

22.0

%

Oakley Under Armour Quiksilver Roxy Maui Jim

Q3. Please indicate if you recognize any of the following brands.

(by Activity for Top 5)

Water Sports Mountain Sports X-treme sports Road Sports

13.3%0.8%1.2%2.2%3.2%3.3%3.6%3.9%3.9%4.3%

6.9%7.6%8.0%8.5%

10.1%10.5%10.6%

14.7%19.4%19.7%

34.2%56.7%

67.7%

Other/Don't know

Kaenon

Von Zipper

Wiley X

Arnette

Vuarent

Stussy

Hobie

Gargoyles

Maui Jim

Quiksilver

Oakley

Q3. Please indicate if you recognize any of the following brands.

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14.9%

82.4%

2.7%

Q4. Have you purchased or do you own sunglasses (or goggles) that you use primarily for sports

activies?

No Yes Don’t Know / Not Sure

76.5

%

74.5

%

60.3

% 71.5

%

66.3

%

12.7

%

14.5

% 21.8

%

15.9

%

21.4

%

8.8%

8.6%

16.2

%

11.3

%

11.1

%

2.0%

2.4%

1.7%

1.3%

1.2%

Water Sports MountainSports

Winter Sports X-TremeSports

Road Sports

Q5. Do you primarily use sunglasses or goggles when participating in sport activities? (by sport)

Primarly sunglasses

I use both sunglasses and goggles equally

Primarly goggles

Don’t Know / Not Sure

10

VisionWatch 2016 Sports Sunglasses Report77

.2%

25.5

%

13.3

%

14.0

%

76.3

%

25.2

%

13.7

%

16.7

%

75.1

%

34.9

%

13.1

%

15.7

%

75.8

%

24.7

%

15.9

%

15.4

%

80.2

%

28.6

%

10.7

%

14.3

%

Polarized lenses Hydrophobic lenstreatment

Photochromiclenses

Rx lenses

Q6. Do the sports sunglasses (or goggles) that you purchased have any of the following?

Water Sports Mountain Sports

Winter Sports X-Treme Sports

Road Sports

3.0%

7.0%

4.9%

4.3%

1.9%

4.3%

4.2%

5.0%

10.1%

15.9%

13.7%

25.8%

9.4%

7.4%

2.3%

2.8%

7.4%

3.1%

4.6%

2.8%

12.0%

11.7%

17.8%

18.8%

Not Sure

Other

Red

Copper

Pink / Rose

Orange

Green

Yellow

Amber

Blue

Brown

Gray

Q7. What color are the lenses in your sports sunglasses (or goggles)?

Women

Men

11


38.3%

33.2%

20.2%

18.7%

11.5%

7.0%

5.7%

Like the look of the lens color

The lens color helps block glare

Worn sunglasses with that lens color before

The lens improve my overall vision

Wanted to try a new lens color when boughtmy sunglasses

Other

Not Sure

Q8: Why did you purchase sunglasses with that specific color / tint?

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%

Q10. Please indicate the importance of the following attributes when purchasing a pair of high-quality premium sports

sunglasses.

Not Important At All Not Important Somewhat Important Important Very Important

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16.4%1.8%

2.9%3.1%3.3%3.5%3.6%3.7%

4.4%4.7%4.9%

5.7%8.4%

11.2%13.9%

19.6%21.3%

22.2%

OtherParagon

Local surf shopLocal skate shop

Tilly’sZumiez

REI /EMSVolcom

Local bike shopLocal ski shop

PacsunThe O Store

Local independent sporting goods…Local sporting goods retailer near…

Independent optical retailer or chain…Sunglass specialty retailer (e.g.…

Online RetailerA Chain Sporting Goods Retailer (i.e. …

Q11. Which retailer(s) did you visit to purchase your current pair of sports sunglasses?

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Count PercentageSurfing 170 1.8%Snow Skiing 360 3.9%Snow Boarding / Tubing 209 2.3%Skate boarding 227 2.5%Moto Cross Riding 140 1.5%BMX Riding 119 1.3%Mountain Bike Riding 642 6.9%Rock Climbing 288 3.1%Rally Cross 43 0.5%Waterskiing 224 2.4%Jet Skiing 349 3.8%ATV Riding 607 6.6%Road bicycle riding 1,199 13.0%Running 2,187 23.7%Camping 2,160 23.4%Hunting 693 7.5%Hiking 2,602 28.2%Fishing / Angling 1,943 21.0%Boating 1,522 16.5%Baseball 811 8.8%Golfing 1,102 11.9%Tennis 682 7.4%Walking 5,894 63.8%Shooting (Skeet, Trap or Range) 801 8.7%None of the Above 1,615 17.5%

Count Percentage Count PercentageArnette 9 0.2% Panama Jack 5 0.1%Adidas 0 0.0% Polaroid 14 0.2%Berkley 7 0.1% Prada 10 0.2%Bolle 13 0.2% Puma 7 0.1%Coach 8 0.1% Ray Ban 695 12.3%Costa del Mar 82 1.5% Reebok 1 0.0%Electric 1 0.0% Revo 12 0.2%Fossil 6 0.1% Smith 12 0.2%Foster Grant 22 0.4% Speedo 2 0.0%Ironman 10 0.2% Spy 25 0.4%Gargoyles 7 0.1% Under Armour 19 0.3%Gucci 16 0.3% Wiley X 3 0.1%Maui Jim 82 1.5% VonZipper 2 0.0%

Native 5 0.1% Other 633 11.2%Nike 171 3.0% No Preference 2,479 44.0%Oakley 1,270 22.6%

VisionWatch 2016 Sports Sunglass Report


Q2: What is your favorite sport sunglass brand?

All Resps. Who Have Ever Bought Plano or Rx

Sunglasses

14

Q3: Please indicate if you recognize any of the following sport brands.

Count PercentageSpy 704 7.6%Costa Del Mar 790 8.5%Bolle 975 10.5%Kaenon 108 1.2%Native Eyewear 306 3.3%Maui Jim 1,791 19.4%Smith Eyewear 400 4.3%Quiksilver 3,158 34.2%Gargoyles 976 10.6%Electric 199 2.2%Von Zipper 298 3.2%Dragon Eyewear 362 3.9%Oakley 6,261 67.7%Arnette 359 3.9%Roxy 1,825 19.7%Stussy 738 8.0%Ironman 1,363 14.7%Shwood 73 0.8%Wiley X 334 3.6%Under Armour 5,244 56.7%Hobie 933 10.1%Vuarent 638 6.9%Other/Don't know 1,233 13.3%

Count PercentageYes 1,375 14.9%No 7,618 82.4%Don’t Know / Not Sure 247 2.7%

Count PercentagePrimarily sunglasses 1,011 73.5%Primarily goggles 136 9.9%I use both sunglasses and goggles equal 190 13.8%Don’t Know / Not Sure 38 2.8%


Q5. Do you primarily use sunglasses or goggles when participating in sport activities?

All Resps. Who Have Purchased or Own Sport

Sunglasses


Sunglasses


Sunglasses

Q4: Have you purchased or do you own sunglasses (or goggles) that you use primarily for sport activities?

15

Count PercentageRx (Prescription) lenses 210 15.3%Polarized lenses 998 72.6%Photochromic lenses (get darker in the light) 189 13.7%Hydrophobic lens treatment (water repellent/anti-fog) 328 23.9%

Count PercentageAmber 146 10.6%Blue 202 14.7%Brown 205 14.9%Copper 53 3.9%Gray 327 23.8%Green 59 4.3%Orange 54 3.9%Pink / Rose 48 3.5%Red 57 4.1%Yellow 60 4.4%Other 98 7.1%Not Sure 66 4.8%

Count PercentageI like the look of the lens color/tint 502 38.3%The lens improve my overall vision 245 18.7%The lens color/tint helps block glare so I can perform better 435 33.2%

I've worn sunglasses with that lens color/tint before and I wanted the same type 265 20.2%

I wanted to try a new lens color/tint whenI bought these sports sunglasses 150 11.5%Other 92 7.0%Not Sure 75 5.7%

Q7: What color are the lenses in your sports sunglasses (or goggles)?



Sunglasses



Sunglasses

All Resps. Who Know the Tint of Their

Sunglasses/Goggles

Q6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features?

16

Not Important At All Not Important Somewhat Important Important

Very Important

Weighted Average*

Rubber temple 66 154 405 437 313 2.57Lens polarization 13 52 185 399 726 3.29Mirrored lenses 183 353 324 273 242 2.03Safety rating 34 107 300 427 507 2.92UV Protection 9 22 101 337 906 3.53Eye doctor recommendation 88 202 336 372 377 2.54Friends and family recommendation 136 263 423 321 232 2.18User / buyer review (i.e. Yelp) 85 176 382 410 322 2.51Comfort 4 13 70 273 1,015 3.66Durability 6 18 74 374 903 3.56Warranty / insurance / protection plan 76 162 326 406 405 2.66

*1= Not Important At All; 5= Very Important

Not Important At All Not Important Somewhat Important Important

Very Important

Rubber temple 4.8% 11.2% 29.5% 31.8% 22.8%Lens polarization 0.9% 3.8% 13.5% 29.0% 52.8%Mirrored lenses 13.3% 25.7% 23.6% 19.9% 17.6%Safety rating 2.5% 7.8% 21.8% 31.1% 36.9%UV Protection 0.7% 1.6% 7.3% 24.5% 65.9%Eye doctor recommendation 6.4% 14.7% 24.4% 27.1% 27.4%Friends and family recommendation 9.9% 19.1% 30.8% 23.3% 16.9%User / buyer review (i.e. Yelp) 6.2% 12.8% 27.8% 29.8% 23.4%Comfort 0.3% 0.9% 5.1% 19.9% 73.8%Durability 0.4% 1.3% 5.4% 27.2% 65.7%Warranty / insurance / protection plan 5.5% 11.8% 23.7% 29.5% 29.5%

Percentage of All Resps. Who Have Purchased or Own Sport Sunglasses

Number of All Resps. Who Have Purchased or Own Sport Sunglasses

Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.



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Count PercentagePercentage of All

RespondentsA Chain Sporting Goods Retailer (i.e. Sports Authority, Modell’s, Dick’s, Footlocker , etc...) 305 22.2% 2.9%Local independent sporting goods retailer 116 8.4% 1.1%Local skate shop 42 3.1% 0.4%Local ski shop 65 4.7% 0.6%Local bike shop 60 4.4% 0.6%Local surf shop 40 2.9% 0.4%Paragon 25 1.8% 0.2%REI /EMS 50 3.6% 0.5%Zumiez 48 3.5% 0.5%Tilly’s 45 3.3% 0.4%Volcom 51 3.7% 0.5%Pacsun 67 4.9% 0.6%The O Store 79 5.7% 0.8%Local sporting goods retailer near sports activity 154 11.2% 1.5%Independent optical retailer or chain optical retailer 191 13.9% 1.8%Online Retailer 293 21.3% 2.8%Sunglass specialty retailer (e.g. Sunglass Hut) 270 19.6% 2.6%Other 225 16.4% 2.2%

Percentage of All Resps. Who Have Purchased or Own Sport Sunglasses

Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses?


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Surfing Snow Skiing Snow Boarding Skate boarding Moto Cross Riding BMX RidingMountain Bike

RidingAll Respondents 1.8% 3.9% 2.3% 2.5% 1.5% 1.3% 6.9%Weighted Average 1.9% 3.9% 2.3% 2.5% 1.5% 1.3% 7.0%

By GenderMen 2.6% 5.0% 3.3% 3.5% 2.4% 2.2% 10.3%Women 1.1% 2.9% 1.3% 1.5% 0.7% 0.5% 3.9%

By AgeUnder 45 Years Old 3.1% 4.6% 4.1% 4.8% 2.3% 2.4% 9.4%Over 45 Years Old 0.7% 3.3% 0.5% 0.2% 0.7% 0.3% 4.7%

By Annual Household IncomeUnder $60K 1.3% 2.5% 1.9% 3.1% 1.8% 1.9% 6.3%$60K and Over 2.4% 5.3% 2.7% 1.9% 1.3% 0.8% 7.7%

By RegionNortheast 1.4% 4.7% 2.0% 1.7% 1.3% 1.2% 6.5%Southeast 2.3% 2.8% 1.4% 2.2% 1.4% 1.0% 6.0%Midwest 0.9% 3.5% 2.4% 2.0% 1.2% 1.1% 7.2%Mountain-Pacific 2.5% 5.6% 3.8% 4.0% 2.3% 2.1% 8.9%

By Education LevelUp to HS Graduate 1.4% 1.4% 2.0% 3.8% 2.2% 1.9% 6.2%Up to College Grad. 2.6% 6.2% 3.1% 2.2% 1.5% 1.2% 8.1%Postgraduate 2.3% 6.4% 2.3% 2.0% 1.3% 1.0% 6.6%

By SportWater Sports 6.0% 7.7% 4.8% 4.5% 3.2% 2.5% 13.2%Mountain Sports 3.4% 8.7% 5.0% 4.9% 2.7% 2.6% 22.4%

Winter Sports 11.0% 70.6% 41.0% 14.1% 6.5% 6.7% 26.1%X-Treme Sports 4.5% 9.1% 6.8% 7.0% 10.8% 4.5% 24.2%

Road Sports 7.8% 10.5% 11.7% 27.4% 10.1% 14.4% 19.8%

By PriceUnder $50 1.8% 3.2% 2.0% 2.8% 1.7% 1.3% 7.3%Over $50 5.4% 7.2% 4.5% 5.1% 3.8% 4.0% 12.2%


Sunglass Purchasers


19

Rock Climbing Rally Cross Waterskiing Jet Skiing ATV Riding Road bicycle riding RunningAll Respondents 3.1% 0.5% 2.4% 3.8% 6.6% 13.0% 23.7%Weighted Average 3.2% 0.5% 2.5% 3.8% 6.7% 13.2% 24.0%






By SportWater Sports 6.4% 1.0% 7.8% 12.2% 15.7% 20.2% 31.9%Mountain Sports 10.1% 0.9% 5.3% 7.1% 11.6% 24.5% 39.4%Winter Sports 17.1% 2.9% 16.1% 18.6% 20.2% 29.2% 51.2%X-Treme Sports 8.9% 3.3% 6.2% 8.7% 13.5% 92.1% 43.8%Road Sports 12.3% 2.4% 10.1% 15.6% 73.2% 23.6% 41.4%



Sunglass Purchasers


20

Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAll Respondents 23.4% 7.5% 28.2% 21.0% 16.5% 8.8% 11.9%Weighted Average 23.7% 7.6% 28.5% 21.3% 16.7% 8.9% 12.1%









Sunglass Purchasers


21

Tennis WalkingShooting (Skeet, Trap or Range) None of the Above

All Respondents 7.4% 63.8% 8.7% 17.5%Weighted Average 7.5% 64.6% 8.8% 17.7%

By GenderMen 9.1% 59.8% 12.3% 14.2%Women 5.9% 69.4% 5.4% 21.1%

By AgeUnder 45 Years Old 10.4% 62.2% 11.3% 15.2%Over 45 Years Old 4.6% 67.0% 6.3% 20.2%

By Annual Household IncomeUnder $60K 5.5% 61.9% 7.5% 22.3%$60K and Over 9.3% 67.2% 9.9% 13.5%

By RegionNortheast 8.2% 63.1% 4.9% 18.6%Southeast 7.5% 63.7% 9.8% 18.9%Midwest 6.6% 67.9% 9.0% 15.7%Mountain-Pacific 7.7% 64.3% 9.9% 17.1%

By Education LevelUp to HS Graduate 4.1% 58.3% 6.5% 22.5%Up to College Grad. 10.1% 67.0% 8.7% 13.3%Postgraduate 11.7% 66.7% 8.0% 15.1%

By SportWater Sports 11.6% 74.5% 18.3% 0.0%Mountain Sports 12.2% 84.2% 16.6% 0.0%Winter Sports 24.3% 74.5% 19.0% 0.0%X-Treme Sports 15.4% 81.2% 17.2% 0.0%Road Sports 15.7% 74.8% 29.8% 0.0%

By PriceUnder $50 6.7% 64.0% 8.9% 16.3%Over $50 16.1% 58.2% 12.5% 12.5%



Sunglass Purchasers

22

Spy Costa Del Mar Bolle Kaenon Native Eyewear Maui Jim Smith EyewearAll Respondents 7.6% 8.5% 10.5% 1.2% 3.3% 19.4% 4.3%Weighted Average 7.7% 8.7% 10.7% 1.2% 3.4% 19.6% 4.4%









Sunglass Purchasers

Q3: Please indicate if you recognize any of the following sport brands?

23

Quiksilver Gargoyles Electric Von Zipper Dragon Eyewear Oakley Arnette RoxyAll Respondents 34.2% 10.6% 2.2% 3.2% 3.9% 67.7% 3.9% 19.7%Weighted Average 34.6% 10.7% 2.2% 3.3% 4.0% 68.7% 3.9% 20.0%

By GenderMen 34.0% 15.4% 2.9% 4.0% 5.3% 69.9% 5.0% 10.4%Women 35.3% 6.2% 1.4% 2.5% 2.7% 67.5% 2.9% 29.3%

By AgeUnder 45 Years Old 46.3% 9.1% 3.9% 4.9% 5.6% 72.7% 5.8% 30.6%Over 45 Years Old 23.1% 12.3% 0.5% 1.7% 2.3% 64.7% 2.1% 9.6%

By Annual Household IncomeUnder $60K 30.6% 9.1% 2.6% 2.9% 4.2% 62.7% 2.8% 19.2%$60K and Over 38.3% 12.2% 1.8% 3.6% 3.7% 74.1% 4.9% 20.7%

By RegionNortheast 31.3% 9.2% 1.4% 1.7% 3.3% 61.8% 2.4% 17.5%Southeast 31.5% 10.3% 1.9% 2.5% 3.6% 69.8% 3.7% 17.5%Midwest 27.7% 10.1% 1.1% 2.0% 2.6% 70.1% 1.7% 16.4%Mountain-Pacific 48.3% 13.1% 4.2% 6.9% 6.4% 70.8% 7.5% 29.2%

By Education LevelUp to HS Graduate 27.0% 8.0% 2.2% 2.3% 3.1% 59.6% 2.4% 16.2%Up to College Grad. 38.7% 11.3% 2.4% 3.9% 4.2% 72.4% 4.4% 21.5%Postgraduate 35.6% 9.9% 2.1% 2.9% 3.9% 68.4% 4.2% 17.5%

By SportWater Sports 39.3% 14.8% 3.5% 5.1% 5.9% 76.2% 5.5% 23.5%Mountain Sports 45.3% 14.8% 3.0% 5.1% 6.3% 79.8% 5.5% 27.4%Winter Sports 50.6% 15.3% 10.4% 12.2% 12.2% 78.6% 11.0% 30.0%X-Treme Sports 43.3% 15.9% 4.2% 6.3% 8.2% 77.6% 7.4% 25.7%Road Sports 45.1% 16.4% 7.8% 10.5% 10.4% 78.9% 9.3% 30.2%

By PriceUnder $50 37.2% 9.3% 2.4% 2.8% 3.9% 68.5% 2.9% 24.3%Over $50 44.0% 13.1% 5.2% 7.1% 7.4% 74.6% 9.3% 26.2%

Sunglass Purchasers



24

Stussy Ironman Shwood Wiley X Under Armour Hobie VuarnetOther/Don't

knowAll Respondents 8.0% 14.7% 0.8% 3.6% 56.7% 10.1% 6.9% 13.3%Weighted Average 8.1% 14.9% 0.8% 3.7% 57.5% 10.2% 7.0% 13.5%

By GenderMen 9.1% 18.0% 1.1% 5.4% 55.9% 11.4% 8.8% 12.7%Women 7.2% 12.0% 0.5% 2.0% 59.1% 9.1% 5.3% 14.3%

By AgeUnder 45 Years Old 12.5% 17.1% 1.3% 4.4% 61.5% 6.0% 4.3% 10.3%Over 45 Years Old 3.7% 12.8% 0.3% 2.9% 53.6% 14.4% 9.7% 16.7%

By Annual Household IncomeUnder $60K 6.4% 14.1% 1.0% 3.0% 53.6% 7.7% 4.6% 17.7%$60K and Over 9.7% 15.7% 0.7% 4.2% 61.1% 12.6% 9.2% 9.7%

By RegionNortheast 7.8% 13.9% 0.4% 3.2% 56.9% 8.7% 6.0% 15.7%Southeast 5.7% 15.7% 0.8% 4.4% 58.8% 11.0% 5.3% 13.3%Midwest 5.1% 15.0% 0.8% 2.8% 61.7% 7.0% 4.4% 13.5%Mountain-Pacific 14.7% 14.5% 1.1% 3.7% 52.1% 13.2% 12.8% 12.2%

By Education LevelUp to HS Graduate 4.9% 11.2% 0.9% 3.1% 50.2% 6.0% 3.1% 17.8%Up to College Grad. 10.0% 16.2% 0.8% 3.5% 60.5% 11.4% 9.6% 10.1%Postgraduate 8.8% 15.1% 1.0% 3.8% 58.8% 13.0% 9.6% 12.4%

By SportWater Sports 9.2% 17.7% 1.2% 6.3% 60.5% 12.2% 8.9% 9.9%Mountain Sports 12.3% 20.1% 0.9% 5.4% 64.1% 13.1% 9.5% 8.0%Winter Sports 14.1% 22.4% 3.3% 8.2% 60.4% 13.3% 16.7% 5.7%X-Treme Sports 12.5% 22.1% 1.9% 6.8% 61.1% 14.4% 11.7% 7.9%Road Sports 15.2% 20.5% 3.1% 9.0% 64.3% 12.8% 10.4% 8.1%

By PriceUnder $50 7.6% 17.1% 1.1% 3.4% 59.0% 8.1% 5.0% 12.7%Over $50 11.6% 15.3% 1.9% 7.3% 53.1% 11.5% 8.8% 6.9%



Sunglass Purchasers

25

Yes NoDon’t Know / Not

SureAll Respondents 14.9% 82.4% 2.7%Weighted Average 14.9% 82.5% 2.7%

By GenderMen 21.7% 75.2% 3.1%Women 8.3% 89.4% 2.3%

By AgeUnder 45 Years Old 18.2% 78.0% 3.8%Over 45 Years Old 11.6% 86.9% 1.5%

By Annual Household IncomeUnder $60K 12.2% 84.4% 3.4%$60K and Over 17.4% 80.6% 2.0%

By RegionNortheast 14.0% 83.4% 2.6%Southeast 14.8% 82.6% 2.6%Midwest 12.1% 85.6% 2.4%Mountain-Pacific 18.2% 78.7% 3.1%

By Education LevelUp to HS Graduate 11.3% 84.3% 4.4%Up to College Grad. 17.4% 80.1% 2.5%Postgraduate 18.2% 80.1% 1.7%

By SportWater Sports 24.0% 73.8% 2.2%Mountain Sports 23.1% 74.9% 2.0%Winter Sports 44.6% 53.7% 1.8%X-Treme Sports 29.5% 68.4% 2.0%Road Sports 30.0% 66.7% 3.2%

By PriceUnder $50 13.5% 83.8% 2.7%Over $50 31.1% 66.6% 2.3%



Sunglass Purchasers

26

Primarily sunglasses Primarily goggles












Q5. Do you primarily use sunglasses or goggles when participating in sport activities?

Sunglass Purchasers

27

Rx lenses Polarized lensesPhotochromic

lensesHydrophobic lens

treatmentAll Respondents 15.3% 72.6% 13.7% 23.9%Weighted Average 15.5% 72.5% 13.8% 23.7%








Sunglass Purchasers



28

Amber Blue Brown Copper Gray Green OrangeAll Respondents 10.6% 14.7% 14.9% 3.9% 23.8% 4.3% 3.9%Weighted Average 10.4% 14.6% 14.9% 3.8% 23.9% 4.3% 4.0%









Sunglass Purchasers


29

Pink / Rose Red Yellow Other Not SureAll Respondents 3.5% 4.1% 4.4% 7.1% 4.8%Weighted Average 3.4% 4.2% 4.4% 7.1% 4.9%

By GenderMen 1.9% 4.9% 5.0% 7.0% 3.0%Women 7.4% 2.3% 2.8% 7.4% 9.4%

By AgeUnder 45 Years Old 3.9% 6.3% 3.2% 8.6% 3.5%Over 45 Years Old 2.8% 0.7% 6.2% 4.9% 6.9%

By Annual Household IncomeUnder $60K 2.4% 5.4% 3.9% 10.5% 5.4%$60K and Over 4.2% 3.4% 4.7% 4.9% 4.4%

By RegionNortheast 2.6% 5.2% 6.6% 4.8% 4.8%Southeast 2.4% 3.9% 4.7% 7.1% 4.3%Midwest 3.8% 3.8% 3.3% 8.8% 7.1%Mountain-Pacific 5.3% 4.0% 3.3% 7.5% 4.0%

By Education LevelUp to HS Graduate 6.5% 5.4% 3.2% 8.6% 9.7%Up to College Grad. 3.8% 3.3% 4.0% 6.5% 4.3%Postgraduate 3.2% 3.8% 6.3% 4.7% 3.5%

By SportWater Sports 3.8% 3.2% 5.2% 7.2% 4.2%Mountain Sports 3.9% 3.9% 4.9% 7.0% 4.2%Winter Sports 5.7% 4.8% 5.7% 4.8% 4.4%X-Treme Sports 4.4% 3.6% 3.6% 6.7% 3.9%Road Sports 4.4% 6.0% 3.2% 10.3% 3.2%

By PriceUnder $50 3.7% 4.7% 4.7% 6.4% 4.0%Over $50 3.7% 5.0% 4.7% 4.7% 1.0%


Sunglass Purchasers


30

I like the look of the lens color/tint

The lens improve my overall vision

The lens color/tint helps block glare so I can perform

better

I've worn sunglasses with

that tint before and I wanted the same

I wanted to try a new lens color/tint

when I bought these sports SG Other Not Sure

All Respondents 38.3% 18.7% 33.2% 20.2% 11.5% 7.0% 5.7%Weighted Average 38.3% 18.8% 33.5% 20.1% 11.5% 7.0% 5.7%








Sunglass Purchasers



31

Rubber temple Lens polarization Mirrored lenses Safety rating UV ProtectionEye doctor

recommendation

Friends and family

recommendationAll Respondents 22.8% 52.8% 17.6% 36.9% 65.9% 27.4% 16.9%Weighted Average 22.8% 52.3% 17.6% 36.8% 65.8% 27.7% 16.7%









Most Important

Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.

Sunglass Purchasers

32

User / buyer review (i.e. Yelp) Comfort Durability

Warranty / insurance /

protection planAll Respondents 23.4% 73.8% 65.7% 29.5%Weighted Average 23.5% 73.4% 65.5% 29.6%








Sunglass PurchasersMost Important



33


recommendation

Friends and family









Important

VisionWatch 2016 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.

Sunglass Purchasers

34











Sunglass Purchasers



Important

35


recommendation

Friends and family









Somewhat ImportantSunglass Purchasers



36











Somewhat ImportantSunglass Purchasers

VisionWatch 2016 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.

37


recommendation

Friends and family









Not ImportantSunglass Purchasers



38











Not Important


Sunglass Purchasers


39


recommendation

Friends and family










Not Important At AllSunglass Purchasers


40












Not Important At All


Sunglass Purchasers

41

A Chain Sporting Goods Retailer

Local independent sporting goods

retailer Local skate shop Local ski shop Local bike shop Local surf shop ParagonAll Respondents 22.2% 8.4% 3.1% 4.7% 4.4% 2.9% 1.8%Weighted Average 21.9% 8.3% 2.9% 4.5% 4.3% 2.8% 1.8%









Sports Sunglass Purchasers


42

REI /EMS Zumiez Tilly’s Volcom Pacsun The O StoreAll Respondents 3.6% 3.5% 3.3% 3.7% 4.9% 5.7% 11.2%Weighted Average 3.4% 3.3% 3.1% 3.6% 4.8% 5.7% 11.1%











Local sporting goods retailer near sports activity

43

Independent optical retailer or chain optical retailer Online Retailer

Sunglass specialty retailer Other












44

Surfing Snow SkiingSnowboarding /

Tubing SkateboardingMoto Cross

Riding BMX RidingMountain Bike

RidingAugust 2011 1.9% 4.2% 4.3% 2.1% 1.2% 1.3% 6.5%August 2012 2.4% 3.7% 2.9% 2.7% 1.2% 1.3% 5.7%August 2014 1.9% 3.3% 2.3% 2.5% 1.0% 0.9% 5.6%

September 2015 2.1% 3.6% 2.2% 1.8% 1.0% 1.0% 5.2%May 2016 1.9% 3.9% 2.3% 2.5% 1.5% 1.3% 7.0%

Rock Climbing RallyCross Waterskiing Jet Skiing ATV RidingRoad bicycle

ridingRunning

August 2011 2.9% 0.3% 3.8% 4.5% 7.0% NA NAAugust 2012 3.6% 0.4% 3.0% 4.9% 6.7% NA NAAugust 2014 2.9% 0.3% 2.5% 3.7% 5.8% 10.6% 23.9%

September 2015 3.1% 0.4% 2.1% 3.5% 5.5% 12.3% 25.2%May 2016 3.2% 0.5% 2.5% 3.8% 6.7% 13.1% 24.0%

Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAugust 2011 NA NA NA NA NA NA NAAugust 2012 NA NA NA NA NA NA NAAugust 2014 21.8% 6.5% 24.4% 20.4% NA 7.4%

September 2015 22.2% 6.5% 27.3% 19.9% 16.8% 7.8% 12.5%May 2016 23.7% 7.6% 28.5% 21.3% 16.7% 8.9% 12.1%

Tennis Walking Shooting (Skeet, Trap or Range)

None of the Above

August 2011 NA NA NA 54.2%August 2012 NA NA NA 43.1%August 2014 NA NA 8.3% 38.6%

September 2015 8.2% 65.5% 7.8% 18.8%May 2016 7.5% 64.6% 8.8% 17.7%

Appendix A: VisionWatch 2016 Sports Sunglass Report


Sunglass Purchasers

Sunglass Purchasers

Sunglass Purchasers

Sunglass Purchasers

45

Spy Costa Del Mar Bolle Kaenon Native Eyewear Maui Jim Smith EyewearAugust 2011 8.2% 11.3% 15.1% 1.5% 5.2% 15.3% 6.4%August 2012 6.8% 8.0% 12.0% 1.2% 3.7% 13.3% 4.4%August 2014 6.3% 8.1% 9.6% 1.0% 3.7% 14.8% 3.8%

September 2015 7.8% 8.8% 9.5% 1.2% 3.5% 18.1% 4.3%May 2016 7.7% 8.7% 10.7% 1.2% 3.4% 19.6% 4.4%

Quiksilver Gargoyles Electric Von Zipper Dragon Eyewear Oakley ArnetteAugust 2011 40.5% NA 3.6% 4.6% 6.2% 68.3% 4.9%August 2012 36.3% NA 2.7% 4.2% 4.8% 62.8% 3.6%August 2014 33.3% NA 2.3% 2.9% 3.9% 61.8% 3.2%

September 2015 33.8% 9.6% 2.1% 3.1% 4.0% 66.6% 4.1%May 2016 34.6% 10.7% 2.2% 3.3% 4.0% 68.7% 3.9%

Roxy Stussy Ironman Shwood Wiley X Under Armour HobieAugust 2011 26.0% 8.3% NA NA NA NA NAAugust 2012 22.9% 7.7% NA NA NA NA NAAugust 2014 22.8% 6.8% NA 0.7% 3.0% 48.2% 9.5%

September 2015 20.3% 7.0% 13.8% 0.7% 3.1% 54.0% 8.2%May 2016 20.0% 8.1% 14.9% 0.8% 3.7% 57.5% 10.2%

Vuarnet OtherAugust 2011 NA NAAugust 2012 NA NAAugust 2014 NA 18.9%

September 2015 5.6% 16.5%May 2016 7.0% 13.5%


Sunglass Purchasers

Sunglass Purchasers


Sunglass Purchasers

Sunglass Purchasers

46

Yes NoDon’t Know / Not

SureAugust 2011 12.3% 85.2% 2.5%August 2012 13.1% 84.5% 2.4%August 2014 12.8% 84.3% 2.9%

September 2015 14.8% 83.0% 2.3%May 2016 15.1% 83.5% 2.7%

Primarily Sunglasses Primarily Goggles



August 2011 NA NA NA NAAugust 2012 NA NA NA NAAugust 2014 65.3% 14.7% 16.1% 3.9%

September 2015 72.5% 11.0% 13.8% 2.7%May 2016 73.5% 9.9% 13.8% 2.8%

Rx (Prescription) lenses Polarized lenses

Photochromic lenses (get darker

in the light)

Hydrophobic lens treatment (water repellent/anti-fog)

August 2011 NA NA NA NAAugust 2012 NA NA NA NAAugust 2014 15.4% 70.4% 16.6% 29.4%

September 2015 12.3% 75.2% 15.0% 23.7%May 2016 15.3% 72.6% 13.7% 23.9%

Sunglass Purchasers


Q5: Do you primarily use sunglasses or goggles when participating in sport activities?





47

Amber Blue Brown Copper Gray Green OrangeAugust 2011 NA NA NA NA NA NA NAAugust 2012 NA NA NA NA NA NA NAAugust 2014 11.0% 13.4% 14.1% 3.2% 19.8% 5.2% 4.5%

September 2015 10.3% 17.0% 16.5% 2.8% 22.9% 4.5% 3.6%May 2016 10.6% 14.7% 14.9% 3.9% 23.8% 4.3% 3.9%

Pink / Rose Red Yellow Other Not SureAugust 2011 NA NA NA NA NAAugust 2012 NA NA NA NA NAAugust 2014 3.8% 2.8% 7.2% 8.4% 6.6%

September 2015 2.6% 2.5% 5.2% 6.5% 5.5%May 2016 3.5% 4.1% 4.4% 7.1% 4.8%

I like the look of the lens color/tint.

The lenses improve my

overall vision.

The lens color /tint helps block

glare so that I can perform better.

I’ve worn sunglasses with

that lens color / tint before and I wanted

the same type.

I wanted to try a new lens color / tint

when I bought these sport sunglasses.

Other Not SureAugust 2011 NA NA NA NA NA NA NAAugust 2012 NA NA NA NA NA NA NAAugust 2014 37.5% 20.2% 35.8% 21.3% 10.4% 5.9% 5.8%

September 2015 42.5% 17.5% 30.8% 17.6% 11.2% 5.0% 7.0%May 2016 38.3% 18.7% 33.2% 20.2% 11.5% 7.0% 5.7%







48

Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score

August 2011 NA NA NA NA NA NAAugust 2012 NA NA NA NA NA NAAugust 2014 6.2% 13.0% 32.6% 27.0% 21.1% 2.44

September 2015 6.4% 14.0% 29.5% 28.2% 21.9% 2.45May 2016 4.8% 11.2% 29.5% 31.8% 22.8% 2.57



September 2015 2.3% 2.6% 12.0% 31.3% 51.8% 3.28May 2016 0.9% 3.8% 13.5% 29.0% 52.8% 3.29



September 2015 15.7% 22.8% 23.9% 21.4% 16.0% 1.99May 2016 13.3% 25.7% 23.6% 19.9% 17.6% 2.03

Sports Sunglass PurchasersRubber Temples

Lens polarizationSports Sunglass Purchasers




Mirrored lenses

49



September 2015 4.4% 6.9% 21.1% 31.8% 35.7% 2.87May 2016 2.5% 7.8% 21.8% 31.1% 36.9% 2.92



September 2015 1.0% 1.0% 7.4% 25.1% 65.5% 3.53May 2016 0.7% 1.6% 7.3% 24.5% 65.9% 3.53



September 2015 10.7% 15.6% 25.0% 25.1% 23.6% 2.35May 2016 6.4% 14.7% 24.4% 27.1% 27.4% 2.54

Safety rating


Eye doctor recommendation

Sports Sunglass PurchasersUV protection




50



September 2015 11.4% 18.3% 34.0% 22.7% 13.6% 2.09May 2016 9.9% 19.1% 30.8% 23.3% 16.9% 2.18



September 2015 8.2% 13.0% 29.6% 28.0% 21.2% 2.41May 2016 6.2% 12.8% 27.8% 29.8% 23.4% 2.51



September 2015 0.4% 0.2% 4.5% 20.8% 74.0% 3.68May 2016 0.3% 0.9% 5.1% 19.9% 73.8% 3.66

User / buyer reviews (i.e. Yelp)


Sports Sunglass PurchasersComfort


Friends and family recommendation



51



September 2015 1.0% 0.8% 6.8% 26.3% 65.1% 3.54May 2016 0.4% 1.3% 5.4% 27.2% 65.7% 3.56



September 2015 9.2% 12.0% 25.7% 27.1% 25.9% 2.48May 2016 5.5% 11.8% 23.7% 29.5% 29.5% 2.66

A Chain Sporting Goods Retailer

Local independent

sporting goods retailer Local skate shop Local ski shop Local bike shop Local surf shop Paragon

August 2011 18.4% 7.8% 2.6% 10.1% 4.6% 3.1% 0.5%August 2012 11.9% 20.8% 7.4% 2.3% 7.9% 4.7% 2.0%August 2014 24.2% 9.9% 3.3% 6.2% 5.4% 4.5% 1.6%

September 2015 21.5% 8.5% 3.2% 6.2% 5.8% 3.3% 1.7%May 2016 22.2% 8.4% 3.1% 4.7% 4.4% 2.9% 1.8%

Durability

Sports Sunglass PurchasersWarranty / insurance / protection plan






52

REI /EMS Zumiez Tilly’s Volcom Pacsun The O Store

Local sporting goods retailer near sports

activityAugust 2011 2.9% 2.5% 1.5% 1.8% 3.3% 4.1% 14.1%August 2012 0.7% 3.5% 2.7% 1.7% 4.7% 4.8% 13.7%August 2014 3.7% 3.5% 3.5% 2.9% 5.2% 5.4% 13.4%

September 2015 4.2% 2.8% 3.0% 4.9% 5.6% 5.4% 11.6%May 2016 3.6% 3.5% 3.3% 3.7% 4.9% 5.7% 11.2%

Independent optical retailer or

chain optical retailer Online Retailer

Sunglass specialty retailer (e.g. Sunglass

Hut) OtherAugust 2011 10.0% 14.5% 3.6% 21.5%August 2012 13.6% 16.8% 3.0% 19.2%August 2014 13.6% 20.8% 4.9% 18.1%

September 2015 11.7% 19.8% 18.6% 17.6%May 2016 13.9% 21.3% 19.6% 16.4%





53

Appendix B: May 2016 Vision Council Sports Sunglasses Survey

Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): We would now like to ask you a few brief questions about sport sunglasses. These are sunglasses developed for outdoors sporting activities with physical activity.

Ask if Consumer Wears Plano or Rx Sunglasses Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): E1. Which of these activities have you taken part in during the past year? Select All That Apply; Randomize Responses; Two Columns; Anchor A25 “None of the Above” at the end.

A1: Surfing A2: Snow Skiing A3: Snowboarding A4: Skateboarding A5: Moto Cross Riding A6: BMX Riding A7: Mountain Bike Riding A8: Rock Climbing A9: Rallycross A10: Waterskiing A11: Jet Skiing A12: ATV Riding A13: Road bicycle riding A14: Running A15: Camping A16: Hunting A17: Hiking A18: Fishing / Angling A19: Boating A20: Baseball A21: Golfing A22: Tennis A23: Walking A24: Shooting (Skeet, Trap or Range) A25: None of the Above

Ask if E1 = A1‐A18 E2: What is your favorite sport sunglass brand?

Open Ended Text Box

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Ask if Consumer Wears Plano or Rx Sunglasses Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): E3: Please indicate if you recognize any of the following sport brands? Select All That Apply; Two Columns; Randomize Responses (Anchor A22 “Other”)

A1: Spy

A2: Costa Del Mar

A3: Bolle

A4: Kaenon

A5: Native Eyewear

A6: Maui Jim

A7: Smith Eyewear

A8: Quiksilver

A9: Gargoyles

A10: Electric

A11: Von Zipper

A12: Dragon Eyewear

A13: Oakley

A14: Arnette

A15: Roxy

A16: Stussy

A17: Ironman

A18: Shwood

A19: Wiley X

A20: Under Armour

A21: Hobie

A22 Other

A23 Vuarnet

Ask if Consumer Wears Plano or Rx Sunglasses Ask if Q17 = A1‐A11 AND/OR ASK if Q8=A2 (Rx Sunglasses): E4: Have you purchased, or do you own, sunglasses (or goggles) that you use primarily for sport activities? Select one

A1: Yes A2: No A3: Don’t Know / Not Sure

Ask if E4 = A1 E5: Do you primarily use sunglasses or goggles when participating in sport activities? Select one (Rotate responses A1 – A3 and anchor A4 “Don’t Know / Not Sure”)

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A1: Primarily sunglasses A2: Primarily goggles A3: I use both sunglasses and goggles equally A4: Don’t Know / Not Sure

Ask if E4 = A1 E6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features? Select all that apply (Randomize)

A1: Rx (Prescription) lenses A2: Polarized lenses A3: Photochromic lenses (get darker in the light) A4: Hydrophobic lens treatment (water repellent/anti‐fog)

Ask if E4 = A1 E7: What color are the lenses in your sports sunglasses (or goggles)? Select one (Rotate responses A1 – A10 and anchor A11 and A12‐‐“Other” and “Not Sure”)

A1: Amber A2: Blue A3: Brown A4: Copper A5: Gray A6: Green A7: Orange A8: Pink / Rose A9: Red A10: Yellow A11: Other A12: Not Sure

Ask if E7 = A1‐A11 E8: Why did you purchase sunglasses with that specific color / tint? Select all that apply (Rotate responses A1 – A5 and anchor A6 and A7‐‐“Other” and “Don’t Know”)

A1: I like the look of the lens color/tint. A2: The lenses improve my overall vision. A3: The lens color /tint helps block glare so that I can perform better.

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A4: I’ve worn sunglasses with that lens color / tint before and I wanted the same type. A5: I wanted to try a new lens color / tint when I bought these sport sunglasses. A6: Other A7: Not Sure

Ask if E4 = A1 E10: Please indicate the value / importance of the following attributes when purchasing a pair of high‐quality premium sport sunglasses. Matrix‐style question (FIVE POINT BANNER SCALE: 1=Very Important; 2=Important; 3=Somewhat Important; 4=Not Important; 5=Not Important At All) (Randomize answer stubs A1‐ A11)

A1: Rubber temples A2: Lens polarization A3: Mirrored lenses A4: Safety rating A5: UV protection A6: Eye doctor recommendation A7: Friends and family recommendation A8: User / buyer reviews (i.e. Yelp) A9: Comfort A10: Durability A11: Warranty / insurance / protection plan

Ask if E4 = A1 E11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses? Select All That Apply; Two Columns; Rotate Responses A1‐A17; Anchor A18 “Other” at the end

A1: A Chain Sporting Goods Retailer (i.e. Sports Authority, Modell’s, Dick’s, Footlocker , etc.)

A2: Local independent sporting goods retailer A3: Local skate shop A4: Local ski shop A5: Local bike shop A6: Local surf shop A7: Paragon A8: REI /EMS A9: Zumiez A10: Tilly’s A11: Volcom A12: Pacsun

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A13: The O Store A14: Local sporting goods retailer near sports activity A15: Independent optical retailer or chain optical retailer A16: Online Retailer A17: Sunglass specialty retailer (e.g. Sunglass Hut) A18: Other

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may 2016 vision council visionwatch sports sunglass report · pdf filemay 2016 vision council...

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