september 2015 vision council visionwatch sports sunglass report
TRANSCRIPT
SEPTEMBER 2015 VISION COUNCIL VISIONWATCH SPORTS SUNGLASS REPORT
FOR MORE INFORMATION BRIN MILLER
THE VISION COUNCIL 225 REINEKERS LANE, SUITE 700 ALEXANDRIA, VA22314
thevisioncouncil.org 703-740-2251
2015 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 10,241 Respondents ................................................... 14
Detailed Cross Tabulations .................................................................................. 19
Appendix A: Comparison to 2011 and 2015 ........................................................ 49
Appendix B: Survey Questionnaire ...................................................................... 58
2
2015 Sports Sunglass Report
Overview of Methodology and Results
In August 2015, 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 September 2015 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 10,241 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 10,241 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 2015 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.
3
2015 Sports Sunglass Report
Detailed Summary: Question by Question
Custom Q1: Which of these activities have you taken part in during the past year?
Among the 10,241 respondents, around 81 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 85.3 percent of respondents under the age of 45 had participated in a sport in the past year while 78.0 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 (28.3 percent of respondents) than in the Northeast (16.8 percent of respondents). Similarly, 22.3 percent of respondents in the Midwest said they had taken part in fishing in the past year while only 15.8 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. Jet skiing was the most common in the Northeast region at 4.2 percent while all the other regions had 2.5 to 3.9 percent of respondents participate in jet skiing.
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 (27.8 percent of respondents). RayBan was also a common brand with 18.9 percent of respondents saying it was their favorite sports sunglass brand. We also had around 21 percent of respondents who said they didn’t have a preference when it came to sports sunglass brands and about 16 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 66.6 percent of respondents said they were familiar with the brand. Respondents who had played a winter sport, such as skiing, in the past year were especially likely to recognize Oakley (84.4 percent). The same was true for mountain sports, such as mountain biking, in which 80.1 percent said they recognized Oakley. Fifty-four percent of respondents said they recognized Under Armour, with younger respondents being more likely to recognize it (62.5 percent) along with respondents who said they participated in an “X-treme” sport in the past year (66.1 percent). Quiksilver was another highly recognized brand (33.8 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 7.8 percent of all respondents but was recognized by 24.9 percent of respondents who had participated in a winter sport in the past year. Similar occurrences happened with brands such
4
2015 Sports Sunglass Report
as Costa Del Mar (8.8 percent familiarity with all respondents and 16.2 percent familiarity among extreme sport players), Electric (2.1 percent familiarity among all respondents and 11.2 percent among winter sports players) and Von Zipper (2.9 percent familiarity among all respondents and 10.5 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, 34.7 percent of women were familiar with the brand and 32.8 percent of men were familiar. It’s no surprise that the split was even more dramatic in the case of Roxy with 28.4 percent of women saying they were familiar as opposed to just 11.5 percent of men.
Some brands tended to have more familiarity in specific regions of the U.S. Spy, for example, was familiar to 13.9 percent of respondents in the Mountain-Pacific region, while only 5.3 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 4.2 percent of respondents in the Northeast region said they were familiar with the brand. Quiksilver and Oakley were both more familiar among respondents living in the Mountain-Pacific region than they were to respondents living in the Northeast. Stüssy was a familiar brand to 13.2 percent of respondents in the Mountain Pacific region but only 4.5 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. Nearly 20 percent of younger adults and 22.1 percent of men had purchased sports sunglasses while only 10.1 percent of older adults and 8.1 percent of women had. Once again region played a significant role in sports sunglass purchase incidence – with 12.8 percent of respondents from the Midwest saying they had purchased sports sunglasses and 18.7 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 49.4 percent saying they had done so. X-treme sports players also were more likely than other respondents to purchase sports sunglasses, with 32.9 percent saying they had done so.
Custom Q5: Do you primarily use sunglasses or goggles when participating in sports activities?
The large majority of respondents (72.5 percent) stated that they primarily use sunglasses when participating in sports with a large portion of those respondents being in the Midwest 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 (11.0 percent) were by far more likely to partake in winter sports or reside in the Northeast region of the country.
5
2015 Sports Sunglass Report
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 (75.2 percent) of respondents that had purchased sports sunglasses said their sunglasses were polarized. It is no surprise that respondents that had recently played water sports were most likely to have purchased polarized sports sunglasses (81.3 percent).
Purchasing sunglasses that had a hydrophobic lens treatment was also relatively common. Among sports sunglass purchasers, 23.7 percent had purchased sunglasses with a hydrophobic lens treatment. This was especially common among winter sport participants, of whom 35.9 percent had done so. Fifteen percent of sports sunglass purchasers said they purchased sunglasses that were photochromic. Around 15 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 12 percent.
Custom Q7: What color are the lenses in you sports sunglasses (or goggles)?
The color gray was the most popular color, used by almost 20 percent of recent sport sunglass purchasers, especially among mountain sports participants. Gray was followed by the colors blue (17.0 percent) and brown (16.5 percent). Brown was more popular among mountain sports at 17.9 percent and blue was more common for road sports participants (19.5 percent). For winter sports, the color amber was the most common choice.
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 (42.5 percent). “The lens color / tint helps block glare so I can perform better” was chosen by 30.8 percent of respondents. Only about 11 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 17.6 percent of respondents bought their sunglasses based on the color / tint they used before.
Custom Q9: For which of these activities do you have specific sport sunglasses or goggles? Asked of all respondents who have ever purchased sports sunglasses or goggles.
Snowboarding, snow skiing and moto cross riding were the most common sports in which respondents wore sports sunglasses or goggles. While younger adults are more likely to snow ski and snowboard, older adults are more likely to wear sunglasses and/or goggles while BMX riding. Mountain bike riding, BMX riding, and Rally Cross were also common sports in which sports sunglasses were used. In general men were more likely than women to wear sports sunglasses while playing sports and younger respondents were more likely than older respondents to wear sports sunglasses during sports activities.
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
6
2015 Sports Sunglass Report
protection were the next most important features for sports sunglasses (about 65 percent for each feature). Mirrored lenses were voted the least important feature when purchasing sports sunglasses by 16.0 percent. Polarization and UV protection were a strong preference for water sports participants whereas comfort was the strongest preference among mountain sports users.
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 (21.5 percent). Online purchasing was the next most common retail location for sports sunglass purchasers, with 19.8 percent saying they visited an online retailer when purchasing their sports sunglasses. Online retailers were especially common among younger respondents (23.1 percent) and respondents who participated in winter sports (25.6 percent). Sunglass specialty retailers near were another popular choice among sports sunglasses purchasers (18.6 percent), particularly among mountain sports participants at 20.4 percent of respondents.
7
VisionWatch 2015 Sports Sunglasses Report
18.8%0.4%1.0%1.0%1.8%2.1%2.1%2.2%3.1%3.5%3.6%
5.2%5.5%6.5%7.8%7.8%8.2%
12.3%12.5%
16.8%19.9%
22.2%25.2%
27.3% 65.5%
None of the AboveRally Cross
Moto Cross RidingBMX Riding
Skate boardingWaterskiing
SurfingSnow Boarding / Tubing
Rock ClimbingJet Skiing
Snow SkiingMountain Bike Riding
ATV RidingHunting
BaseballShooting (Skeet, Trap or Range)
TennisRoad bicycle riding
GolfingBoating
Fishing / AnglingCampingRunning
HikingWalking
Q1. Which of these activities have you taken part in during the past year?
0.5%
0.5%
0.5%
0.5%
0.8%
1.2%
1.7%
2.3%
4.1%
18.9%
27.8%
Ironman
Bolle
Spy
Under Armour
Adidas
Foster Grant
Costa del Mar
Maui Jim
Nike
RayBan
Oakley
Q2. What is your favorite sports sunglass brand? (top 10)
Brands Mentionedby Respondents
Directly
8
VisionWatch 2015 Sports Sunglasses Report77
.1%
61.6
%
41.6
%
25.3
%
24.9
%
80.1
%
64.5
%
47.6
%
30.0
%
25.5
%
79.3
%
66.1
%
44.7
%
26.7
%
25.1
%
76.7
%
59.9
%
46.4
%
26.0
%
23.0
%
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
16.5%0.7%1.2%2.1%3.1%3.1%3.5%4.0%4.1%4.3%
5.6%7.0%7.8%8.2%8.8%9.5%9.6%
13.8%18.1%
20.3%33.8%
54.0%66.6%
Other/Don't know
Kaenon
Von Zipper
Native Eyewear
Arnette
Vuarent
Spy
Costa Del Mar
Gargoyles
Maui Jim
Quiksilver
Oakley
Q3. Please indicate if you recognize any of the following brands.
9
VisionWatch 2015 Sports Sunglasses Report
14.8%
83.0%
2.3%
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
74.5
%
73.0
%
62.0
% 68.2
%
71.7
%
13.5
%
14.6
% 20.9
%
16.6
%
15.3
%
10.2
%
10.7
%
16.2
%
12.5
%
11.3
%
1.9%
1.7%
0.9% 2.7%
1.8%
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 2015 Sports Sunglasses Report81
.3%
24.5
%
14.3
%
12.5
%
79.1
%
27.9
%
14.6
%
11.2
%
76.9
%
35.9
%
16.7
%
9.8%
79.2
%
31.8
%
15.2
%
11.0
%
78.2
%
25.8
%
19.5
%
13.0
%
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
4.7%
6.9%
3.0%
3.1%
1.3%
3.5%
4.2%
5.8%
10.0%
18.8%
14.2%
24.4%
7.5%
5.4%
1.3%
2.1%
5.7%
3.9%
5.2%
3.9%
11.1%
12.4%
22.3%
19.2%
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
VisionWatch 2015 Sports Sunglasses Report
42.5%
30.8%
17.6%
17.5%
11.2%
5.0%
7.0%
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?
7.7%6.5%6.9%
9.3%11.7%12.0%12.3%13.1%13.2%14.0%14.1%14.5%14.6%14.9%14.9%
17.8%18.2%18.4%
20.6%24.3%24.4%25.3%
34.8%35.6%
40.5%
None of the aboveCampingWalking
HikingSurfing
WaterskiingBoating
Rock ClimbingATV Riding
TennisJet Skiing
Fishing / AnglingRunning
Skate boardingHunting
Shooting (Skeet, Trap or Range)Road bicycle riding
GolfingBaseball
Rally CrossMountain Bike Riding
BMX RidingMoto Cross Riding
Snow SkiingSnow Boarding / Tubing
Q9. For which of these activities do you have specific sports sunglasses or goggles that you use?
12
VisionWatch 2015 Sports Sunglasses Report
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
17.6%3.2%3.3%
1.7%2.8%3.0%
4.2%4.9%5.4%5.6%5.8%6.2%
8.5%11.6%11.7%
18.6%19.8%
21.5%
OtherLocal skate shop
Local surf shopParagonZumiez
Tilly’sREI /EMS
VolcomThe O Store
PacsunLocal bike shop
Local ski shopLocal 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?
13
Count PercentageSurfing 196 2.1%Snow Skiing 329 3.6%Snow Boarding / Tubing 200 2.2%Skate boarding 161 1.8%Moto Cross Riding 92 1.0%BMX Riding 87 1.0%Mountain Bike Riding 472 5.2%Rock Climbing 283 3.1%Rally Cross 37 0.4%Waterskiing 191 2.1%Jet Skiing 319 3.5%ATV Riding 500 5.5%Road bicycle riding 1,124 12.3%Running 2,307 25.2%Camping 2,030 22.2%Hunting 591 6.5%Hiking 2,496 27.3%Fishing / Angling 1,819 19.9%Boating 1,537 16.8%Baseball 710 7.8%Golfing 1,145 12.5%Tennis 755 8.2%Walking 5,998 65.5%Shooting (Skeet, Trap or Range) 713 7.8%None of the Above 1,722 18.8%
Count Percentage Count PercentageArnette 11 0.2% Panama Jack 15 0.3%Adidas 37 0.8% Polaroid 15 0.3%Berkley 7 0.1% Prada 9 0.2%Bolle 26 0.5% Puma 5 0.1%Coach 13 0.3% Ray Ban 923 18.9%Costa del Mar 82 1.7% Reebok 2 0.0%Electric 4 0.1% Revo 18 0.4%Fossil 11 0.2% Smith 19 0.4%Foster Grant 59 1.2% Speedo 0 0.0%Ironman 24 0.5% Spy 26 0.5%Gargoyles 13 0.3% Under Armour 22 0.5%Gucci 20 0.4% Wiley X 11 0.2%Maui Jim 111 2.3% VonZipper 2 0.0%
Native 13 0.3% Other 787 16.1%Nike 201 4.1% No Preference 1,041 21.3%Oakley 1,361 27.8%
VisionWatch 2015 Sports Sunglass Report
Q1. Which of these activities have you taken part in during the past year?
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 717 7.8%Costa Del Mar 810 8.8%Bolle 873 9.5%Kaenon 109 1.2%Native Eyewear 320 3.5%Maui Jim 1,656 18.1%Smith Eyewear 391 4.3%Quiksilver 3,096 33.8%Gargoyles 877 9.6%Electric 190 2.1%Von Zipper 288 3.1%Dragon Eyewear 365 4.0%Oakley 6,102 66.6%Arnette 378 4.1%Roxy 1,863 20.3%Stussy 643 7.0%Ironman 1,266 13.8%Shwood 65 0.7%Wiley X 286 3.1%Under Armour 4,947 54.0%Hobie 752 8.2%Vuarent 511 5.6%Other/Don't know 1,513 16.5%
Count PercentageYes 1,353 14.8%No 7,596 83.0%Don’t Know / Not Sure 208 2.3%
Count PercentagePrimarily sunglasses 981 72.5%Primarily goggles 149 11.0%I use both sunglasses and goggles equal 187 13.8%Don’t Know / Not Sure 36 2.7%
VisionWatch 2015 Sports Sunglass Report
Q5. Do you primarily use sunglasses or goggles when participating in sport activities?
All Resps. Who Have Purchased or Own Sport
Sunglasses
All Resps. Who Have Ever Bought Plano or Rx
Sunglasses
All Resps. Who Have Ever Bought Plano or Rx
Sunglasses
Q4: Have you purchased or do you own sunglasses (or goggles) that you use primarily for sport activities?
15
Count PercentageRx (Prescription) lenses 167 12.3%Polarized lenses 1,018 75.2%Photochromic lenses (get darker in the light) 203 15.0%Hydrophobic lens treatment (water repellent/anti-fog) 321 23.7%
Count PercentageAmber 140 10.3%Blue 230 17.0%Brown 223 16.5%Copper 38 2.8%Gray 310 22.9%Green 61 4.5%Orange 49 3.6%Pink / Rose 35 2.6%Red 34 2.5%Yellow 71 5.2%Other 88 6.5%Not Sure 74 5.5%
Count PercentageI like the look of the lens color/tint 544 42.5%The lens improve my overall vision 224 17.5%The lens color/tint helps block glare so I can perform better 394 30.8%
I've worn sunglasses with that lens color/tint before and I wanted the same type 225 17.6%
I wanted to try a new lens color/tint whenI bought these sports sunglasses 143 11.2%Other 64 5.0%Not Sure 90 7.0%
VisionWatch 2015 Sports Sunglass Report
All Resps. Who Have Purchased or Own Sport
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?
Q7: What color are the lenses in your sports sunglasses (or goggles)?
Q8: Why did you purchase sunglasses with that specific color / tint?
All Resps. Who Have Purchased or Own Sport
Sunglasses
16
Count
% of those that played the sport
Surfing 23 11.7%Snow Skiing 117 35.6%Snow Boarding / Tubing 81 40.5%Skate boarding 24 14.9%Moto Cross Riding 32 34.8%BMX Riding 22 25.3%Mountain Bike Riding 115 24.4%Rock Climbing 37 13.1%Rally Cross 9 24.3%Waterskiing 23 12.0%Jet Skiing 45 14.1%ATV Riding 66 13.2%Road bicycle riding 205 18.2%Running 336 14.6%Camping 131 6.5%Hunting 88 14.9%Hiking 231 9.3%Fishing / Angling 263 14.5%Boating 189 12.3%Baseball 146 20.6%Golfing 211 18.4%Tennis 106 14.0%Walking 411 6.9%Shooting (Skeet, Trap or Range) 127 17.8%None of the above 132 7.7%
Not Important At All Not Important Somewhat Important Important
Very Important
Weighted Average*
Rubber temple 87 190 399 381 296 2.45Lens polarization 31 35 162 424 701 3.28Mirrored lenses 213 309 324 290 217 1.99Safety rating 60 94 286 430 483 2.87UV Protection 13 14 100 340 886 3.53Eye doctor recommendation 145 211 338 340 319 2.35Friends and family recommendation 154 248 460 307 184 2.09User / buyer review (i.e. Yelp) 111 176 400 379 287 2.41Comfort 6 3 61 282 1,001 3.68Durability 13 11 92 356 881 3.54Warranty / insurance / protection plan 125 163 348 367 350 2.48
*1= Not Important At All; 5= Very Important
VisionWatch 2015 Sports Sunglass Report
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.
Q9: For which of these activities do you have specific sport sunglasses or goggles that you use?
17
Not Important At All Not Important Somewhat Important Important
Very Important
Rubber temple 6.4% 14.0% 29.5% 28.2% 21.9%Lens polarization 2.3% 2.6% 12.0% 31.3% 51.8%Mirrored lenses 15.7% 22.8% 23.9% 21.4% 16.0%Safety rating 4.4% 6.9% 21.1% 31.8% 35.7%UV Protection 1.0% 1.0% 7.4% 25.1% 65.5%Eye doctor recommendation 10.7% 15.6% 25.0% 25.1% 23.6%Friends and family recommendation 11.4% 18.3% 34.0% 22.7% 13.6%User / buyer review (i.e. Yelp) 8.2% 13.0% 29.6% 28.0% 21.2%Comfort 0.4% 0.2% 4.5% 20.8% 74.0%Durability 1.0% 0.8% 6.8% 26.3% 65.1%Warranty / insurance / protection plan 9.2% 12.0% 25.7% 27.1% 25.9%
Count PercentagePercentage of All
RespondentsA Chain Sporting Goods Retailer (i.e. Sports Authority, Modell’s, Dick’s, Footlocker , etc...) 291 21.5% 2.8%Local independent sporting goods retailer 115 8.5% 1.1%Local skate shop 43 3.2% 0.4%Local ski shop 84 6.2% 0.8%Local bike shop 79 5.8% 0.8%Local surf shop 45 3.3% 0.4%Paragon 23 1.7% 0.2%REI /EMS 57 4.2% 0.6%Zumiez 38 2.8% 0.4%Tilly’s 40 3.0% 0.4%Volcom 66 4.9% 0.6%Pacsun 76 5.6% 0.7%The O Store 73 5.4% 0.7%Local sporting goods retailer near sports activity 157 11.6% 1.5%Independent optical retailer or chain optical retailer 158 11.7% 1.5%Online Retailer 268 19.8% 2.6%Sunglass specialty retailer (e.g. Sunglass Hut) 252 18.6% 2.5%Other 238 17.6% 2.3%
VisionWatch 2015 Sports Sunglass Report
All Resps. Who Have Purchased or Own Sport Sunglasses
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?
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
18
Surfing Snow Skiing Snow Boarding Skate boarding Moto Cross Riding BMX RidingMountain Bike
RidingAll Respondents 2.1% 3.6% 2.2% 1.8% 1.0% 1.0% 5.2%Weighted Average 2.2% 3.6% 2.2% 1.8% 1.0% 1.0% 5.2%
By GenderMen 3.3% 4.9% 3.3% 2.9% 1.6% 1.7% 8.2%Women 1.1% 2.4% 1.1% 0.7% 0.5% 0.2% 2.4%
By AgeUnder 45 Years Old 3.5% 4.4% 3.9% 3.2% 1.4% 1.7% 6.8%Over 45 Years Old 0.9% 2.8% 0.5% 0.3% 0.6% 0.3% 3.6%
By Annual Household IncomeUnder $60K 1.5% 2.2% 2.0% 2.4% 0.8% 1.0% 4.7%$60K and Over 2.8% 4.9% 2.4% 1.2% 1.2% 0.9% 5.6%
By RegionNortheast 2.7% 3.9% 2.2% 1.8% 1.3% 1.3% 4.1%Southeast 1.9% 2.1% 1.2% 1.6% 0.6% 0.7% 4.5%Midwest 1.1% 3.5% 2.2% 1.4% 0.8% 1.0% 5.6%Mountain-Pacific 3.0% 5.8% 3.8% 2.4% 1.6% 1.1% 6.6%
By Education LevelUp to HS Graduate 0.6% 1.3% 1.0% 1.8% 0.8% 1.0% 3.0%Up to College Grad. 2.2% 5.0% 2.5% 1.5% 1.1% 1.2% 6.0%Postgraduate 3.6% 7.0% 2.7% 1.6% 1.2% 0.9% 5.7%
By SportWater Sports 7.0% 7.3% 5.1% 3.4% 2.3% 1.6% 10.2%Mountain Sports 4.5% 8.3% 4.9% 3.7% 1.8% 2.0% 17.3%
Winter Sports 14.6% 69.4% 42.2% 12.2% 5.9% 5.1% 19.6%X-Treme Sports 7.1% 8.8% 8.0% 12.9% 7.4% 7.0% 15.5%
Road Sports 6.8% 10.0% 6.4% 7.0% 7.4% 7.0% 18.8%
By PriceUnder $50 2.4% 3.4% 2.0% 2.3% 1.0% 0.7% 4.4%Over $50 5.4% 8.5% 5.3% 4.6% 3.0% 2.8% 10.4%
Q1. Which of these activities have you taken part in during the past year?
VisionWatch 2015 Sports Sunglass Report
Sunglass Purchasers
19
Rock Climbing Rally Cross Waterskiing Jet Skiing ATV Riding Road bicycle riding RunningAll Respondents 3.1% 0.4% 2.1% 3.5% 5.5% 12.3% 25.2%Weighted Average 3.1% 0.4% 2.1% 3.5% 5.4% 12.3% 25.2%
By GenderMen 3.9% 0.7% 3.0% 4.3% 6.2% 15.7% 29.5%Women 2.4% 0.1% 1.2% 2.8% 4.8% 9.2% 21.3%
By AgeUnder 45 Years Old 5.1% 0.7% 2.8% 4.8% 7.1% 13.4% 39.2%Over 45 Years Old 1.2% 0.1% 1.4% 2.2% 3.9% 11.2% 11.6%
By Annual Household IncomeUnder $60K 3.3% 0.5% 1.6% 2.8% 5.2% 10.5% 21.7%$60K and Over 2.9% 0.4% 2.5% 4.1% 5.7% 14.0% 28.4%
By RegionNortheast 2.5% 0.4% 1.7% 4.2% 3.6% 11.2% 23.2%Southeast 2.8% 0.3% 1.8% 3.5% 5.8% 11.1% 24.9%Midwest 2.7% 0.4% 2.5% 3.9% 6.6% 13.4% 24.1%Mountain-Pacific 4.4% 0.5% 2.5% 2.5% 5.3% 13.9% 28.1%
By Education LevelUp to HS Graduate 1.8% 0.2% 0.6% 2.1% 6.1% 9.1% 15.1%Up to College Grad. 3.3% 0.3% 2.4% 4.0% 4.4% 14.5% 33.1%Postgraduate 3.5% 0.6% 3.0% 3.8% 2.8% 15.1% 30.6%
By SportWater Sports 6.3% 0.9% 6.8% 11.4% 12.9% 19.8% 35.0%Mountain Sports 10.4% 0.7% 3.9% 6.4% 10.0% 23.9% 43.6%Winter Sports 17.5% 2.7% 12.7% 15.4% 14.3% 30.8% 56.3%X-Treme Sports 8.8% 2.2% 7.2% 11.6% 40.2% 23.6% 39.5%Road Sports 8.9% 3.0% 6.6% 9.2% 11.3% 90.9% 48.5%
By PriceUnder $50 3.0% 0.3% 2.0% 3.2% 5.8% 12.1% 26.6%Over $50 6.5% 0.9% 4.6% 8.2% 9.0% 18.1% 43.7%
VisionWatch 2015 Sports Sunglass Report
Sunglass Purchasers
Q1. Which of these activities have you taken part in during the past year?
20
Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAll Respondents 22.2% 6.5% 27.3% 19.9% 16.8% 7.8% 12.5%Weighted Average 22.2% 6.4% 27.3% 19.8% 16.7% 7.8% 12.5%
By GenderMen 23.5% 10.7% 28.3% 26.6% 18.6% 12.2% 19.8%Women 21.0% 2.6% 26.3% 13.7% 15.1% 3.7% 5.8%
By AgeUnder 45 Years Old 27.7% 8.0% 33.3% 21.5% 18.0% 11.9% 12.7%Over 45 Years Old 16.8% 4.9% 21.4% 18.3% 15.6% 3.8% 12.4%
By Annual Household IncomeUnder $60K 21.8% 6.4% 24.3% 19.3% 12.8% 6.3% 8.0%$60K and Over 22.6% 6.5% 30.0% 20.4% 20.5% 9.1% 16.6%
By RegionNortheast 16.8% 4.6% 22.3% 15.8% 14.1% 9.5% 12.5%Southeast 19.3% 7.5% 22.7% 21.6% 17.8% 5.7% 10.7%Midwest 24.7% 7.2% 25.6% 22.3% 20.2% 9.2% 14.2%Mountain-Pacific 28.3% 5.5% 39.8% 17.7% 13.9% 8.4% 13.8%
By Education LevelUp to HS Graduate 20.8% 6.1% 17.8% 22.8% 12.0% 5.6% 6.2%Up to College Grad. 22.9% 5.9% 32.9% 17.8% 18.0% 9.1% 16.6%Postgraduate 19.4% 5.4% 31.6% 16.1% 18.7% 8.9% 16.3%
By SportWater Sports 42.8% 16.8% 42.4% 65.1% 55.0% 14.2% 21.7%Mountain Sports 45.2% 11.3% 91.3% 30.3% 28.4% 11.1% 17.5%Winter Sports 46.2% 15.6% 58.0% 36.1% 39.9% 22.4% 35.7%X-Treme Sports 46.8% 27.2% 47.5% 45.7% 39.2% 17.8% 23.4%Road Sports 37.8% 11.4% 50.2% 30.5% 31.6% 17.1% 21.3%
By PriceUnder $50 25.8% 6.4% 28.8% 21.4% 18.6% 7.9% 10.8%Over $50 29.1% 12.1% 35.1% 27.3% 24.3% 16.1% 21.6%
VisionWatch 2015 Sports Sunglass Report
Sunglass Purchasers
Q1. Which of these activities have you taken part in during the past year?
21
Tennis WalkingShooting (Skeet, Trap or Range) None of the Above
All Respondents 8.2% 65.5% 7.8% 18.8%Weighted Average 8.3% 65.5% 7.8% 18.8%
By GenderMen 11.1% 62.4% 11.6% 15.3%Women 5.6% 68.3% 4.3% 22.0%
By AgeUnder 45 Years Old 11.7% 65.8% 9.7% 14.7%Over 45 Years Old 4.9% 65.2% 5.9% 22.8%
By Annual Household IncomeUnder $60K 6.2% 62.5% 7.1% 23.5%$60K and Over 10.1% 68.3% 8.4% 14.5%
By RegionNortheast 9.2% 62.9% 6.0% 21.2%Southeast 7.1% 64.8% 8.6% 19.6%Midwest 7.4% 65.4% 7.6% 18.8%Mountain-Pacific 10.3% 68.5% 8.1% 15.9%
By Education LevelUp to HS Graduate 3.0% 58.3% 6.5% 27.4%Up to College Grad. 11.6% 68.9% 7.2% 14.0%Postgraduate 12.4% 67.7% 7.1% 15.4%
By SportWater Sports 12.1% 77.4% 17.0% 0.0%Mountain Sports 14.4% 85.0% 14.8% 0.0%Winter Sports 28.7% 72.8% 20.3% 0.0%X-Treme Sports 13.6% 76.0% 57.3% 0.0%Road Sports 19.2% 82.6% 15.4% 0.0%
By PriceUnder $50 7.5% 68.3% 7.0% 16.2%Over $50 18.0% 63.1% 11.8% 10.7%
VisionWatch 2015 Sports Sunglass Report
Q1. Which of these activities have you taken part in during the past year?
Sunglass Purchasers
22
Spy Costa Del Mar Bolle Kaenon Native Eyewear Maui Jim Smith EyewearAll Respondents 7.8% 8.8% 9.5% 1.2% 3.5% 18.1% 4.3%Weighted Average 7.9% 8.8% 9.5% 1.2% 3.5% 18.1% 4.3%
By GenderMen 10.3% 9.0% 13.1% 1.6% 4.0% 17.7% 5.6%Women 5.6% 8.7% 6.2% 0.8% 3.0% 18.5% 3.1%
By AgeUnder 45 Years Old 12.5% 11.2% 8.9% 1.6% 4.7% 17.1% 5.7%Over 45 Years Old 3.3% 6.6% 10.2% 0.8% 2.3% 19.0% 2.9%
By Annual Household IncomeUnder $60K 7.1% 7.3% 6.1% 1.0% 3.5% 11.6% 3.3%$60K and Over 8.5% 10.2% 12.7% 1.4% 3.5% 24.0% 5.1%
By RegionNortheast 6.6% 4.3% 7.7% 1.3% 3.2% 14.1% 3.5%Southeast 6.1% 15.5% 8.4% 1.2% 3.2% 18.8% 3.1%Midwest 5.3% 4.8% 7.9% 0.9% 2.6% 14.8% 3.4%Mountain-Pacific 13.9% 5.3% 14.3% 1.3% 5.1% 22.9% 7.5%
By Education LevelUp to HS Graduate 5.0% 5.4% 4.3% 1.1% 2.9% 8.2% 1.6%Up to College Grad. 9.6% 10.8% 12.1% 1.2% 3.5% 23.7% 5.5%Postgraduate 8.4% 9.2% 12.9% 1.8% 4.0% 21.1% 5.7%
By SportWater Sports 12.3% 15.1% 14.1% 2.1% 5.8% 24.9% 7.3%Mountain Sports 12.4% 11.4% 15.7% 1.7% 6.0% 25.5% 8.6%Winter Sports 24.9% 15.4% 31.9% 5.3% 11.2% 35.9% 19.8%X-Treme Sports 17.4% 16.2% 15.1% 2.4% 7.0% 25.1% 8.2%Road Sports 15.6% 12.9% 16.7% 3.2% 7.4% 23.0% 10.9%
By PriceUnder $50 6.8% 9.1% 7.8% 1.0% 3.0% 15.2% 3.3%Over $50 17.0% 13.5% 15.3% 3.3% 7.6% 26.8% 8.8%
Q3: Please indicate if you recognize any of the following sport brands?
VisionWatch 2015 Sports Sunglass Report
Sunglass Purchasers
23
Quiksilver Gargoyles Electric Von Zipper Dragon Eyewear Oakley Arnette RoxyAll Respondents 33.8% 9.6% 2.1% 3.1% 4.0% 66.6% 4.1% 20.3%Weighted Average 33.8% 9.6% 2.1% 3.2% 4.0% 66.6% 4.1% 20.4%
By GenderMen 32.8% 13.3% 3.0% 4.0% 5.6% 68.3% 5.3% 11.5%Women 34.7% 6.2% 1.2% 2.4% 2.5% 65.2% 3.1% 28.4%
By AgeUnder 45 Years Old 48.2% 8.7% 3.5% 5.1% 5.9% 75.1% 6.2% 32.1%Over 45 Years Old 19.9% 10.5% 0.7% 1.2% 2.2% 58.4% 2.1% 9.0%
By Annual Household IncomeUnder $60K 29.1% 7.7% 1.7% 2.9% 3.6% 59.3% 2.8% 18.7%$60K and Over 38.1% 11.3% 2.4% 3.4% 4.4% 73.4% 5.3% 21.8%
By RegionNortheast 29.2% 7.5% 2.2% 2.6% 3.2% 59.0% 3.9% 16.0%Southeast 31.3% 8.7% 1.3% 2.0% 3.4% 67.8% 3.1% 18.9%Midwest 26.4% 9.6% 1.2% 2.2% 3.5% 65.4% 2.3% 15.8%Mountain-Pacific 48.1% 12.5% 4.0% 6.3% 6.0% 71.4% 7.7% 30.1%
By Education LevelUp to HS Graduate 22.8% 7.9% 1.5% 1.9% 3.3% 55.6% 2.5% 13.5%Up to College Grad. 41.5% 9.3% 2.9% 4.4% 4.7% 71.7% 5.5% 24.7%Postgraduate 36.1% 9.9% 2.5% 2.6% 3.7% 68.7% 4.5% 19.0%
By SportWater Sports 41.6% 14.9% 3.4% 5.2% 6.6% 77.1% 6.0% 25.3%Mountain Sports 47.6% 14.0% 3.4% 5.8% 6.9% 80.1% 6.3% 30.0%Winter Sports 58.2% 19.6% 11.2% 11.8% 14.3% 84.4% 13.9% 35.4%X-Treme Sports 44.7% 17.6% 5.7% 7.6% 8.8% 79.3% 8.1% 26.7%Road Sports 46.4% 15.6% 5.6% 6.5% 8.4% 76.7% 8.3% 26.0%
By PriceUnder $50 37.3% 9.1% 1.8% 3.1% 3.7% 69.5% 3.0% 24.7%Over $50 46.1% 13.0% 4.4% 6.7% 8.1% 77.9% 9.6% 28.1%
Q3: Please indicate if you recognize any of the following sport brands?
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
24
Stussy Ironman Shwood Wiley X Under Armour Hobie VuarnetOther/Don't
knowAll Respondents 7.0% 13.8% 0.7% 3.1% 54.0% 8.2% 5.6% 16.5%Weighted Average 7.0% 13.8% 0.7% 3.1% 54.0% 8.2% 5.6% 16.5%
By GenderMen 7.9% 17.5% 1.0% 4.6% 53.4% 9.8% 7.5% 15.8%Women 6.2% 10.5% 0.4% 1.8% 54.6% 6.8% 3.9% 17.2%
By AgeUnder 45 Years Old 11.4% 17.2% 1.2% 4.0% 62.5% 5.6% 3.4% 9.6%Over 45 Years Old 2.8% 10.6% 0.2% 2.3% 45.8% 10.8% 7.7% 23.2%
By Annual Household IncomeUnder $60K 5.6% 12.3% 0.6% 2.3% 49.5% 5.3% 3.2% 21.9%$60K and Over 8.3% 15.2% 0.8% 3.9% 58.2% 10.9% 7.8% 11.5%
By RegionNortheast 5.5% 12.1% 0.8% 3.0% 54.4% 6.9% 6.2% 19.3%Southeast 5.3% 13.9% 0.5% 3.2% 54.7% 8.6% 3.6% 16.3%Midwest 4.5% 13.4% 0.8% 2.3% 56.5% 5.5% 3.4% 18.5%Mountain-Pacific 13.2% 15.3% 0.9% 3.9% 50.3% 11.1% 10.4% 12.9%
By Education LevelUp to HS Graduate 3.6% 10.0% 0.3% 2.1% 44.9% 4.4% 2.2% 24.4%Up to College Grad. 8.4% 15.3% 0.8% 3.1% 59.1% 9.1% 6.6% 11.6%Postgraduate 7.9% 16.0% 1.2% 3.5% 53.6% 10.5% 8.7% 15.3%
By SportWater Sports 9.5% 18.5% 1.3% 5.0% 61.6% 11.4% 7.5% 10.4%Mountain Sports 12.0% 19.8% 1.2% 4.9% 64.5% 10.6% 8.6% 8.2%Winter Sports 19.6% 23.0% 3.6% 7.6% 65.6% 16.0% 15.8% 4.9%X-Treme Sports 11.8% 19.3% 1.9% 8.9% 66.1% 10.9% 7.2% 8.4%Road Sports 10.4% 21.6% 2.0% 5.7% 59.9% 11.8% 10.2% 9.5%
By PriceUnder $50 7.0% 14.7% 0.4% 2.0% 56.5% 7.1% 4.1% 13.7%Over $50 10.6% 17.2% 2.1% 6.3% 55.8% 9.2% 8.1% 7.7%
VisionWatch 2015 Sports Sunglass Report
Q3: Please indicate if you recognize any of the following sport brands?
Sunglass Purchasers
25
Yes NoDon’t Know / Not
SureAll Respondents 14.8% 83.0% 2.3%Weighted Average 14.8% 82.9% 2.3%
By GenderMen 22.1% 74.8% 3.0%Women 8.1% 90.4% 1.6%
By AgeUnder 45 Years Old 19.6% 77.4% 3.0%Over 45 Years Old 10.1% 88.3% 1.5%
By Annual Household IncomeUnder $60K 11.0% 86.7% 2.4%$60K and Over 18.3% 79.5% 2.2%
By RegionNortheast 14.3% 83.2% 2.5%Southeast 13.7% 84.0% 2.3%Midwest 12.8% 85.3% 1.9%Mountain-Pacific 18.7% 78.9% 2.4%
By Education LevelUp to HS Graduate 9.0% 88.3% 2.7%Up to College Grad. 19.0% 79.2% 1.8%Postgraduate 20.3% 77.3% 2.5%
By SportWater Sports 24.9% 72.8% 2.3%Mountain Sports 23.9% 74.3% 1.9%Winter Sports 49.4% 48.9% 1.7%X-Treme Sports 32.9% 65.1% 2.0%Road Sports 32.3% 65.5% 2.3%
By PriceUnder $50 12.5% 85.7% 1.8%Over $50 37.0% 59.2% 3.8%
VisionWatch 2015 Sports Sunglass Report
Q4: Have you purchased or do you own sunglasses (or goggles) that you use primarily for sport activities?
Sunglass Purchasers
26
Primarily sunglasses Primarily goggles
I use both sunglasses and goggles equally
Don’t Know / Not Sure
All Respondents 72.5% 11.0% 13.8% 2.7%Weighted Average 72.9% 11.1% 13.4% 2.7%
By GenderMen 73.3% 10.0% 14.2% 2.5%Women 70.5% 13.5% 13.0% 3.1%
By AgeUnder 45 Years Old 69.3% 12.1% 15.8% 2.8%Over 45 Years Old 78.6% 8.9% 10.2% 2.3%
By Annual Household IncomeUnder $60K 70.3% 10.4% 15.6% 3.7%$60K and Over 73.7% 11.4% 12.9% 2.1%
By RegionNortheast 67.4% 13.8% 15.6% 3.1%Southeast 76.1% 10.4% 11.0% 2.5%Midwest 76.5% 10.6% 10.6% 2.4%Mountain-Pacific 68.6% 10.5% 18.2% 2.7%
By Education LevelUp to HS Graduate 64.7% 12.9% 15.1% 7.2%Up to College Grad. 75.8% 9.6% 12.2% 2.4%Postgraduate 72.0% 12.4% 15.3% 0.3%
By SportWater Sports 74.5% 10.2% 13.5% 1.9%Mountain Sports 73.0% 10.7% 14.6% 1.7%Winter Sports 62.0% 16.2% 20.9% 0.9%X-Treme Sports 68.2% 12.5% 16.6% 2.7%Road Sports 71.7% 11.3% 15.3% 1.8%
By PriceUnder $50 68.8% 15.4% 14.0% 1.7%Over $50 70.7% 9.1% 18.9% 1.3%
Q5. Do you primarily use sunglasses or goggles when participating in sport activities?
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
27
Rx lenses Polarized lensesPhotochromic
lensesHydrophobic lens
treatmentAll Respondents 12.3% 75.2% 15.0% 23.7%Weighted Average 12.6% 75.3% 14.7% 23.8%
By GenderMen 13.0% 75.9% 15.9% 24.5%Women 10.6% 73.6% 12.7% 21.8%
By AgeUnder 45 Years Old 10.1% 73.4% 17.2% 24.9%Over 45 Years Old 16.6% 78.8% 10.8% 21.4%
By Annual Household IncomeUnder $60K 11.8% 74.9% 12.9% 26.8%$60K and Over 12.6% 75.4% 16.2% 22.0%
By RegionNortheast 17.4% 72.8% 18.3% 22.3%Southeast 12.7% 75.3% 13.3% 20.7%Midwest 12.2% 77.3% 10.6% 29.4%Mountain-Pacific 9.2% 75.3% 18.0% 24.4%
By Education LevelUp to HS Graduate 12.2% 71.9% 10.8% 24.5%Up to College Grad. 11.3% 74.5% 14.6% 23.8%Postgraduate 15.0% 76.7% 17.3% 21.3%
By SportWater Sports 12.5% 81.3% 14.3% 24.5%Mountain Sports 11.2% 79.1% 14.6% 27.9%Winter Sports 9.8% 76.9% 16.7% 35.9%X-Treme Sports 11.0% 79.2% 15.2% 31.8%Road Sports 13.0% 78.2% 19.5% 25.8%
By PriceUnder $50 6.5% 75.0% 12.7% 27.4%Over $50 9.3% 77.3% 21.1% 19.2%
VisionWatch 2015 Sports Sunglass Report
Sunglass Purchasers
Q6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features?
28
Amber Blue Brown Copper Gray Green OrangeAll Respondents 10.3% 17.0% 16.5% 2.8% 22.9% 4.5% 3.6%Weighted Average 10.3% 17.0% 16.5% 2.8% 22.8% 4.5% 3.6%
By GenderMen 10.0% 18.8% 14.2% 3.1% 24.4% 4.2% 3.5%Women 11.1% 12.4% 22.3% 2.1% 19.2% 5.2% 3.9%
By AgeUnder 45 Years Old 8.4% 20.1% 14.2% 2.5% 23.0% 3.7% 4.5%Over 45 Years Old 14.0% 11.3% 20.8% 3.4% 22.7% 5.9% 1.9%
By Annual Household IncomeUnder $60K 10.8% 16.2% 13.9% 2.5% 20.5% 3.7% 4.4%$60K and Over 10.1% 17.5% 17.9% 3.0% 24.2% 4.9% 3.2%
By RegionNortheast 9.8% 25.0% 18.3% 1.8% 19.2% 4.9% 2.7%Southeast 9.5% 17.5% 16.7% 3.4% 23.0% 4.7% 3.8%Midwest 11.0% 10.6% 15.3% 2.7% 23.9% 4.3% 3.9%Mountain-Pacific 11.2% 16.0% 16.0% 2.7% 24.2% 4.2% 3.7%
By Education LevelUp to HS Graduate 11.5% 18.0% 10.8% 2.2% 18.7% 2.2% 2.9%Up to College Grad. 10.1% 17.6% 19.5% 3.9% 23.8% 5.8% 3.6%Postgraduate 8.6% 17.9% 18.4% 2.6% 24.5% 4.3% 4.3%
By SportWater Sports 11.8% 17.8% 14.8% 3.3% 23.2% 4.6% 3.4%Mountain Sports 11.5% 15.8% 14.9% 3.2% 25.6% 3.4% 4.4%Winter Sports 12.8% 15.4% 14.5% 3.8% 19.7% 5.1% 5.1%X-Treme Sports 12.0% 19.3% 12.2% 2.9% 22.2% 4.2% 5.1%Road Sports 9.3% 19.5% 15.3% 2.8% 23.8% 4.3% 5.3%
By PriceUnder $50 12.0% 18.5% 15.4% 2.1% 19.9% 4.5% 2.7%Over $50 9.9% 22.4% 14.9% 3.5% 23.2% 4.8% 5.6%
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Q7: What color are the lenses in your sports sunglasses (or goggles)?
29
Pink / Rose Red Yellow Other Not SureAll Respondents 2.6% 2.5% 5.2% 6.5% 5.5%Weighted Average 2.5% 2.6% 5.2% 6.6% 5.5%
By GenderMen 1.3% 3.0% 5.8% 6.9% 4.7%Women 5.7% 1.3% 3.9% 5.4% 7.5%
By AgeUnder 45 Years Old 3.1% 3.3% 5.0% 7.8% 4.4%Over 45 Years Old 1.7% 1.1% 5.7% 4.0% 7.4%
By Annual Household IncomeUnder $60K 3.3% 3.7% 5.6% 8.3% 7.1%$60K and Over 2.2% 1.8% 5.1% 5.5% 4.6%
By RegionNortheast 2.2% 2.2% 4.5% 4.5% 4.9%Southeast 1.1% 2.7% 4.2% 6.6% 6.8%Midwest 3.5% 3.5% 7.1% 9.0% 5.1%Mountain-Pacific 4.0% 1.7% 5.7% 6.0% 4.5%
By Education LevelUp to HS Graduate 2.2% 5.8% 5.0% 10.8% 10.1%Up to College Grad. 1.3% 2.4% 4.9% 4.7% 2.6%Postgraduate 3.2% 1.7% 4.9% 4.9% 4.6%
By SportWater Sports 3.3% 2.3% 4.9% 6.7% 3.9%Mountain Sports 3.2% 2.6% 5.2% 6.3% 3.8%Winter Sports 4.7% 3.0% 4.7% 5.6% 5.6%X-Treme Sports 2.9% 2.4% 5.9% 7.1% 3.7%Road Sports 2.3% 2.8% 3.8% 6.5% 4.5%
By PriceUnder $50 4.1% 3.4% 4.8% 5.8% 6.8%Over $50 2.1% 3.2% 5.6% 2.4% 2.4%
Q7: What color are the lenses in your sports sunglasses (or goggles)?
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
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 42.5% 17.5% 30.8% 17.6% 11.2% 5.0% 7.0%Weighted Average 42.5% 17.5% 30.5% 17.8% 11.0% 5.1% 7.1%
By GenderMen 43.9% 18.0% 31.2% 17.1% 12.9% 3.7% 6.3%Women 38.9% 16.2% 29.7% 18.8% 6.7% 8.4% 9.0%
By AgeUnder 45 Years Old 48.4% 14.4% 27.3% 15.3% 13.2% 4.7% 6.4%Over 45 Years Old 31.2% 23.6% 37.6% 22.0% 7.3% 5.5% 8.3%
By Annual Household IncomeUnder $60K 41.7% 16.3% 30.8% 18.5% 9.6% 5.1% 8.3%$60K and Over 43.0% 18.2% 30.8% 17.1% 12.0% 4.9% 6.4%
By RegionNortheast 43.7% 22.1% 28.6% 15.0% 13.1% 6.1% 5.2%Southeast 44.0% 16.1% 28.6% 17.9% 10.2% 5.0% 7.5%Midwest 39.7% 16.5% 31.0% 22.3% 9.1% 5.4% 8.3%Mountain-Pacific 42.0% 17.2% 34.5% 15.7% 12.5% 4.2% 6.8%
By Education LevelUp to HS Graduate 33.6% 16.8% 21.6% 20.8% 11.2% 6.4% 12.0%Up to College Grad. 46.4% 14.9% 28.6% 16.0% 11.6% 4.8% 6.6%Postgraduate 42.9% 21.5% 36.6% 16.6% 13.0% 3.6% 4.5%
By SportWater Sports 42.5% 19.1% 32.2% 18.1% 12.1% 4.5% 6.4%Mountain Sports 44.8% 17.7% 35.6% 17.2% 9.9% 5.6% 6.5%Winter Sports 39.8% 21.3% 33.0% 16.7% 11.8% 4.1% 9.5%X-Treme Sports 45.4% 19.8% 34.3% 18.5% 13.7% 4.1% 5.6%Road Sports 45.1% 18.6% 34.4% 18.4% 12.6% 3.9% 6.3%
By PriceUnder $50 37.9% 16.9% 34.2% 16.2% 10.7% 5.9% 5.5%Over $50 52.5% 18.0% 27.6% 15.0% 14.2% 2.5% 4.6%
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Q8: Why did you purchase sunglasses with that specific color / tint?
31
Surfing Snow Skiing Snow Boarding Skate boarding Moto Cross Riding BMX RidingMountain Bike
RidingAll Respondents 11.7% 35.6% 40.5% 14.9% 34.8% 25.3% 24.4%Weighted Average 10.0% 33.5% 38.9% 14.6% 37.9% 24.4% 24.3%
By GenderMen 13.1% 37.2% 41.8% 18.1% 39.1% 22.4% 27.7%Women 7.8% 32.5% 37.0% 2.9% 21.7% 45.5% 13.9%
By AgeUnder 45 Years Old 12.2% 36.9% 40.7% 14.5% 37.5% 24.0% 24.6%Over 45 Years Old 10.0% 33.6% 39.1% 18.8% 28.6% 33.3% 24.0%
By Annual Household IncomeUnder $60K 4.6% 33.7% 40.2% 16.3% 33.3% 13.0% 19.4%$60K and Over 15.3% 36.3% 40.7% 12.3% 35.6% 39.0% 28.2%
By RegionNortheast 19.0% 32.3% 44.1% 10.7% 28.6% 25.0% 24.6%Southeast 4.5% 27.4% 33.3% 10.9% 45.0% 20.8% 23.9%Midwest 4.5% 36.2% 39.5% 18.5% 43.8% 15.8% 22.5%Mountain-Pacific 16.9% 41.6% 43.2% 19.6% 28.6% 37.5% 26.2%
By Education LevelUp to HS Graduate 10.0% 10.0% 66.7% 17.9% 38.5% 20.0% 19.6%Up to College Grad. 11.1% 34.4% 33.9% 13.2% 34.6% 34.5% 19.7%Postgraduate 13.1% 42.5% 53.2% 14.8% 45.0% 25.0% 29.6%
By SportWater Sports 11.7% 39.7% 42.3% 16.7% 40.0% 29.5% 26.4%Mountain Sports 13.7% 39.5% 43.7% 15.7% 37.5% 27.8% 24.4%Winter Sports 21.7% 35.6% 40.5% 20.7% 42.9% 37.5% 32.3%X-Treme Sports 19.3% 42.7% 52.0% 14.9% 34.8% 25.3% 28.0%Road Sports 15.5% 37.9% 51.9% 14.0% 34.8% 25.3% 30.6%
By PriceUnder $50 7.3% 25.3% 39.1% 11.1% 37.5% 17.6% 13.6%Over $50 20.0% 41.9% 42.6% 21.3% 33.3% 39.3% 37.1%
VisionWatch 2015 Sports Sunglass Report
Sports Sunglass Purchasers
Q9: For which of these activities do you have specific sport sunglasses or goggles that you use?
32
Rock Climbing Rally Cross Waterskiing Jet Skiing ATV Riding Road bicycle riding RunningAll Respondents 13.1% 24.3% 12.0% 14.1% 13.2% 18.2% 14.6%Weighted Average 12.2% 24.3% 12.2% 14.1% 13.5% 18.0% 14.6%
By GenderMen 15.9% 21.9% 12.9% 16.1% 15.8% 23.4% 19.2%Women 8.8% 40.0% 10.2% 11.3% 10.1% 10.3% 8.7%
By AgeUnder 45 Years Old 14.8% 24.2% 11.3% 13.3% 14.1% 19.5% 15.1%Over 45 Years Old 5.6% 25.0% 13.4% 15.8% 11.7% 16.7% 12.8%
By Annual Household IncomeUnder $60K 9.7% 15.0% 8.6% 18.0% 15.0% 14.6% 11.5%$60K and Over 16.5% 35.3% 14.0% 11.7% 11.7% 20.8% 16.7%
By RegionNortheast 10.0% 42.9% 15.4% 10.6% 12.5% 17.0% 17.5%Southeast 9.4% 16.7% 11.3% 15.6% 10.6% 16.3% 13.5%Midwest 11.3% 28.6% 4.1% 15.6% 8.4% 15.3% 11.9%Mountain-Pacific 19.1% 18.2% 18.5% 13.0% 23.7% 24.1% 16.4%
By Education LevelUp to HS Graduate 10.7% 33.3% 10.0% 18.2% 8.5% 13.5% 10.3%Up to College Grad. 13.6% 25.0% 10.2% 12.4% 12.0% 21.3% 17.1%Postgraduate 25.0% 36.4% 13.7% 16.9% 20.8% 24.3% 19.7%
By SportWater Sports 11.4% 30.8% 12.0% 14.1% 13.5% 19.1% 17.6%Mountain Sports 13.1% 33.3% 14.2% 13.2% 15.0% 20.0% 15.8%Winter Sports 20.5% 38.5% 18.3% 20.5% 22.1% 28.1% 24.7%X-Treme Sports 16.4% 29.6% 14.6% 16.7% 13.2% 18.1% 19.8%Road Sports 13.6% 24.3% 14.8% 15.8% 17.1% 18.2% 21.8%
By PriceUnder $50 8.6% 16.7% 6.4% 12.2% 11.0% 17.3% 8.5%Over $50 24.2% 11.1% 21.3% 20.5% 25.3% 29.9% 30.7%
Q9: For which of these activities do you have specific sport sunglasses or goggles that you use?
Sports Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
33
Camping Hunting Hiking Fishing / Angling Boating Baseball GolfingAll Respondents 6.5% 14.9% 9.3% 14.5% 12.3% 20.6% 18.4%Weighted Average 6.4% 15.6% 8.8% 14.6% 12.4% 20.2% 18.6%
By GenderMen 8.2% 16.5% 11.8% 18.8% 15.8% 24.3% 20.8%Women 4.7% 8.9% 6.8% 6.7% 8.3% 9.5% 11.1%
By AgeUnder 45 Years Old 8.5% 17.2% 11.1% 16.1% 13.1% 22.3% 21.2%Over 45 Years Old 3.2% 11.3% 6.5% 12.5% 11.4% 15.3% 15.7%
By Annual Household IncomeUnder $60K 6.5% 14.6% 9.1% 11.4% 12.6% 16.1% 15.3%$60K and Over 6.4% 15.1% 9.4% 17.1% 12.1% 23.4% 19.8%
By RegionNortheast 7.2% 23.3% 7.7% 15.7% 12.6% 24.2% 20.8%Southeast 6.5% 12.0% 8.3% 14.2% 13.8% 16.8% 19.5%Midwest 3.9% 15.4% 7.0% 13.0% 9.9% 14.7% 15.9%Mountain-Pacific 8.2% 15.4% 12.1% 15.8% 12.1% 27.6% 17.9%
By Education LevelUp to HS Graduate 6.2% 7.4% 5.5% 8.5% 11.8% 10.3% 14.6%Up to College Grad. 7.3% 19.4% 10.7% 16.0% 10.9% 26.0% 22.2%Postgraduate 7.2% 20.7% 11.3% 19.6% 15.0% 27.0% 18.3%
By SportWater Sports 7.0% 15.8% 10.8% 14.5% 12.3% 20.9% 20.9%Mountain Sports 7.6% 15.9% 9.3% 16.4% 13.4% 21.7% 19.5%Winter Sports 12.8% 28.4% 18.2% 26.3% 18.5% 32.1% 21.3%X-Treme Sports 10.1% 16.9% 11.5% 19.3% 16.4% 22.6% 22.7%Road Sports 8.8% 18.4% 14.0% 19.4% 14.1% 26.5% 23.6%
By PriceUnder $50 5.1% 15.3% 6.8% 13.2% 9.9% 14.7% 15.1%Over $50 14.2% 17.9% 19.4% 27.1% 22.0% 38.7% 30.6%
Q9: For which of these activities do you have specific sport sunglasses or goggles that you use?
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
34
Tennis WalkingShooting (Skeet, Trap or Range)
None of the Above
All Respondents 14.0% 6.9% 17.8% 7.7%Weighted Average 14.1% 6.8% 18.0% 7.8%
By GenderMen 17.1% 9.8% 21.7% 11.4%Women 8.5% 4.4% 8.3% 5.3%
By AgeUnder 45 Years Old 13.9% 9.0% 20.1% 13.0%Over 45 Years Old 14.5% 4.8% 14.1% 4.3%
By Annual Household IncomeUnder $60K 9.9% 6.1% 18.5% 4.0%$60K and Over 16.4% 7.4% 17.3% 13.2%
By RegionNortheast 16.6% 6.3% 21.3% 6.3%Southeast 15.2% 6.8% 16.9% 7.7%Midwest 12.2% 5.4% 18.5% 5.1%Mountain-Pacific 12.3% 8.5% 16.8% 11.8%
By Education LevelUp to HS Graduate 19.6% 6.1% 9.0% 4.0%Up to College Grad. 14.7% 8.9% 19.2% 12.5%Postgraduate 17.5% 8.2% 23.1% 11.4%
By SportWater Sports 16.5% 9.0% 20.2% #N/AMountain Sports 12.5% 8.4% 20.3% #N/AWinter Sports 16.2% 15.4% 35.4% #N/AX-Treme Sports 19.5% 11.2% 17.8% #N/ARoad Sports 14.3% 12.1% 20.5% #N/A
By PriceUnder $50 10.8% 5.8% 12.2% 5.8%Over $50 19.1% 16.9% 34.2% 10.1%
Q9: For which of these activities do you have specific sport sunglasses or goggles that you use?
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
35
Rubber temple Lens polarization Mirrored lenses Safety rating UV ProtectionEye doctor
recommendation
Friends and family
recommendationAll Respondents 21.9% 51.8% 16.0% 35.7% 65.5% 23.6% 13.6%Weighted Average 21.9% 52.0% 16.1% 35.8% 65.4% 23.6% 13.5%
By GenderMen 21.4% 50.5% 17.0% 34.3% 61.6% 22.5% 13.0%Women 23.1% 55.2% 13.7% 39.1% 75.1% 26.2% 15.0%
By AgeUnder 45 Years Old 24.5% 51.0% 20.6% 35.9% 63.6% 25.7% 17.3%Over 45 Years Old 17.0% 53.3% 7.4% 35.2% 69.0% 19.5% 6.6%
By Annual Household IncomeUnder $60K 23.0% 51.5% 17.4% 37.3% 66.2% 24.5% 13.3%$60K and Over 21.2% 52.0% 15.3% 34.8% 65.1% 23.1% 13.8%
By RegionNortheast 21.4% 56.3% 19.6% 42.4% 63.4% 29.9% 18.3%Southeast 20.9% 52.4% 15.9% 33.8% 66.8% 25.2% 12.5%Midwest 23.9% 50.6% 14.1% 35.3% 64.3% 17.6% 11.0%Mountain-Pacific 21.9% 49.4% 15.5% 34.4% 65.8% 21.9% 14.0%
By Education LevelUp to HS Graduate 32.4% 52.5% 20.1% 46.8% 66.2% 31.7% 15.1%Up to College Grad. 21.8% 49.0% 17.8% 35.8% 65.1% 27.2% 14.8%Postgraduate 20.5% 53.0% 16.1% 31.7% 63.7% 22.8% 13.5%
By SportWater Sports 20.2% 54.4% 14.5% 33.9% 66.3% 20.9% 10.5%Mountain Sports 20.4% 52.5% 13.2% 32.7% 68.3% 18.1% 10.4%Winter Sports 23.5% 54.7% 14.1% 29.1% 65.0% 23.1% 14.1%X-Treme Sports 21.8% 53.3% 16.9% 36.7% 62.3% 20.5% 13.2%Road Sports 20.3% 47.6% 15.3% 36.8% 65.7% 24.8% 13.3%
By PriceUnder $50 23.3% 52.1% 13.4% 30.8% 65.8% 21.2% 13.0%Over $50 22.1% 54.7% 21.6% 41.6% 66.7% 29.1% 17.3%
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Most Important
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.
36
User / buyer review (i.e. Yelp) Comfort Durability
Warranty / insurance /
protection planAll Respondents 21.2% 74.0% 65.1% 25.9%Weighted Average 21.4% 73.9% 65.0% 25.9%
By GenderMen 20.1% 69.8% 63.5% 25.0%Women 24.1% 84.5% 69.2% 28.0%
By AgeUnder 45 Years Old 26.0% 73.9% 65.5% 29.3%Over 45 Years Old 12.3% 74.1% 64.3% 19.5%
By Annual Household IncomeUnder $60K 22.0% 73.4% 65.1% 27.0%$60K and Over 20.8% 74.3% 65.1% 25.3%
By RegionNortheast 29.5% 69.2% 65.2% 28.1%Southeast 20.3% 74.2% 66.0% 27.7%Midwest 20.0% 76.1% 61.6% 21.6%Mountain-Pacific 18.5% 75.1% 66.3% 25.2%
By Education LevelUp to HS Graduate 27.3% 72.7% 58.3% 30.2%Up to College Grad. 24.4% 74.7% 68.3% 27.0%Postgraduate 21.0% 72.3% 62.5% 21.3%
By SportWater Sports 19.2% 75.9% 67.6% 26.1%Mountain Sports 19.6% 77.9% 68.3% 25.0%Winter Sports 23.1% 76.5% 67.1% 28.2%X-Treme Sports 23.0% 75.8% 70.7% 31.3%Road Sports 23.1% 76.2% 66.7% 25.3%
By PriceUnder $50 17.8% 78.4% 62.7% 17.8%Over $50 29.3% 70.1% 67.5% 33.6%
Most ImportantSunglass Purchasers
VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.
37
Rubber temple Lens polarization Mirrored lenses Safety rating UV ProtectionEye doctor
recommendation
Friends and family
recommendationAll Respondents 28.2% 31.3% 21.4% 31.8% 25.1% 25.1% 22.7%Weighted Average 27.9% 31.1% 21.4% 31.6% 25.2% 24.9% 22.7%
By GenderMen 29.1% 33.1% 22.6% 32.7% 27.7% 24.9% 22.6%Women 25.9% 26.9% 18.4% 29.5% 18.7% 25.6% 22.8%
By AgeUnder 45 Years Old 30.7% 32.1% 25.7% 30.2% 25.6% 24.4% 26.6%Over 45 Years Old 23.4% 29.9% 13.4% 34.8% 24.2% 26.5% 15.3%
By Annual Household IncomeUnder $60K 24.5% 30.1% 22.0% 32.0% 23.7% 21.8% 20.7%$60K and Over 30.2% 32.0% 21.1% 31.7% 25.9% 27.0% 23.8%
By RegionNortheast 30.4% 27.7% 25.0% 29.5% 26.3% 28.6% 27.2%Southeast 27.5% 29.0% 19.9% 34.9% 24.3% 21.6% 23.0%Midwest 23.1% 33.7% 20.0% 25.9% 26.3% 24.7% 19.2%Mountain-Pacific 30.9% 34.7% 22.2% 33.2% 24.7% 27.7% 21.9%
By Education LevelUp to HS Graduate 18.7% 27.3% 18.0% 25.2% 20.9% 18.7% 17.3%Up to College Grad. 31.9% 34.0% 24.0% 33.8% 26.1% 23.1% 25.9%Postgraduate 26.8% 30.3% 18.4% 31.1% 26.2% 28.8% 20.2%
By SportWater Sports 27.0% 32.9% 20.5% 30.7% 25.5% 24.2% 24.0%Mountain Sports 27.9% 31.6% 20.2% 34.2% 23.8% 25.2% 22.5%Winter Sports 26.1% 32.9% 23.1% 32.9% 25.6% 23.9% 26.5%X-Treme Sports 26.9% 32.8% 23.5% 32.5% 27.9% 23.5% 24.7%Road Sports 32.1% 36.1% 23.1% 34.3% 25.8% 26.1% 24.6%
By PriceUnder $50 26.4% 29.1% 20.2% 30.5% 22.9% 24.0% 22.3%Over $50 36.0% 32.5% 31.7% 30.9% 25.9% 26.7% 28.3%
Important
VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.
Sunglass Purchasers
38
User / buyer review (i.e. Yelp) Comfort Durability
Warranty / insurance /
protection planAll Respondents 28.0% 20.8% 26.3% 27.1%Weighted Average 28.0% 20.8% 26.3% 26.8%
By GenderMen 28.4% 24.6% 27.2% 27.5%Women 26.9% 11.4% 24.1% 26.2%
By AgeUnder 45 Years Old 31.1% 20.0% 26.0% 28.9%Over 45 Years Old 22.3% 22.5% 27.0% 23.8%
By Annual Household IncomeUnder $60K 27.6% 21.8% 24.3% 25.5%$60K and Over 28.2% 20.3% 27.4% 28.0%
By RegionNortheast 29.0% 24.6% 26.8% 28.6%Southeast 28.1% 21.4% 25.6% 26.8%Midwest 26.3% 17.3% 27.1% 21.2%Mountain-Pacific 28.4% 20.4% 26.4% 30.4%
By Education LevelUp to HS Graduate 18.0% 20.9% 24.5% 21.6%Up to College Grad. 27.2% 19.5% 25.5% 29.6%Postgraduate 30.5% 22.8% 30.0% 27.4%
By SportWater Sports 27.1% 20.2% 25.0% 26.8%Mountain Sports 29.9% 18.9% 26.1% 28.1%Winter Sports 28.2% 19.7% 27.4% 29.1%X-Treme Sports 27.4% 20.0% 23.5% 27.1%Road Sports 29.8% 20.3% 25.8% 26.6%
By PriceUnder $50 25.7% 15.4% 27.1% 23.3%Over $50 29.6% 24.3% 25.6% 31.7%
Sunglass PurchasersImportant
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.
VisionWatch 2015 Sports Sunglass Report
39
Rubber temple Lens polarization Mirrored lenses Safety rating UV ProtectionEye doctor
recommendation
Friends and family
recommendationAll Respondents 29.5% 12.0% 23.9% 21.1% 7.4% 25.0% 34.0%Weighted Average 29.6% 12.0% 23.8% 21.1% 7.4% 25.0% 33.8%
By GenderMen 28.9% 11.8% 22.5% 21.1% 8.3% 25.7% 34.5%Women 31.1% 12.4% 27.5% 21.2% 5.2% 23.1% 32.6%
By AgeUnder 45 Years Old 28.0% 12.6% 25.1% 21.7% 8.5% 24.1% 34.5%Over 45 Years Old 32.3% 10.8% 21.9% 20.2% 5.3% 26.5% 33.1%
By Annual Household IncomeUnder $60K 30.7% 12.9% 25.1% 19.7% 8.5% 27.2% 34.9%$60K and Over 28.8% 11.5% 23.3% 21.9% 6.8% 23.8% 33.5%
By RegionNortheast 30.8% 13.4% 24.6% 20.1% 8.5% 21.9% 29.5%Southeast 30.9% 12.5% 23.7% 20.5% 6.6% 24.9% 32.3%Midwest 28.6% 10.6% 22.0% 22.7% 7.8% 27.5% 37.3%Mountain-Pacific 27.7% 11.5% 25.2% 21.4% 7.5% 25.2% 36.4%
By Education LevelUp to HS Graduate 28.8% 15.1% 26.6% 18.0% 8.6% 28.8% 35.3%Up to College Grad. 28.3% 11.6% 22.3% 19.7% 7.3% 23.3% 33.2%Postgraduate 29.4% 12.1% 23.3% 23.6% 7.8% 25.1% 36.0%
By SportWater Sports 31.4% 9.5% 22.5% 22.7% 6.7% 26.1% 35.2%Mountain Sports 31.1% 12.0% 23.0% 22.9% 6.7% 27.8% 38.0%Winter Sports 32.9% 10.3% 21.4% 23.9% 8.1% 25.2% 35.0%X-Treme Sports 31.5% 10.0% 23.0% 21.0% 8.6% 26.9% 33.7%Road Sports 29.1% 11.8% 22.1% 19.8% 7.0% 26.1% 34.1%
By PriceUnder $50 32.2% 12.0% 28.8% 27.1% 8.6% 25.0% 29.5%Over $50 28.5% 11.2% 19.5% 20.0% 6.7% 24.5% 34.9%
Somewhat ImportantSunglass Purchasers
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sports sunglasses.
VisionWatch 2015 Sports Sunglass Report
40
User / buyer review (i.e. Yelp) Comfort Durability
Warranty / insurance /
protection planAll Respondents 29.6% 4.5% 6.8% 25.7%Weighted Average 29.3% 4.6% 6.9% 25.8%
By GenderMen 29.9% 4.8% 7.5% 25.2%Women 28.8% 3.9% 4.9% 26.9%
By AgeUnder 45 Years Old 27.8% 5.4% 6.8% 24.1%Over 45 Years Old 32.9% 2.8% 6.8% 28.7%
By Annual Household IncomeUnder $60K 28.6% 4.6% 8.9% 26.3%$60K and Over 30.1% 4.5% 5.6% 25.4%
By RegionNortheast 27.2% 5.4% 7.1% 24.6%Southeast 27.3% 3.4% 6.6% 26.2%Midwest 30.2% 6.3% 8.6% 27.1%Mountain-Pacific 33.2% 4.2% 5.7% 24.9%
By Education LevelUp to HS Graduate 31.7% 5.0% 13.7% 25.9%Up to College Grad. 29.6% 5.6% 4.9% 24.0%Postgraduate 27.1% 3.7% 5.8% 28.2%
By SportWater Sports 31.6% 3.4% 5.9% 23.5%Mountain Sports 31.0% 3.2% 5.2% 26.4%Winter Sports 30.3% 3.8% 4.3% 20.9%X-Treme Sports 31.3% 4.2% 4.6% 21.8%Road Sports 28.3% 3.5% 6.3% 26.6%
By PriceUnder $50 30.8% 4.5% 7.5% 25.7%Over $50 28.0% 5.6% 5.1% 23.5%
VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
Somewhat ImportantSunglass Purchasers
41
Rubber temple Lens polarization Mirrored lenses Safety rating UV ProtectionEye doctor
recommendation
Friends and family
recommendationAll Respondents 14.0% 2.6% 22.8% 6.9% 1.0% 15.6% 18.3%Weighted Average 1.7% 3.0% 2.1% 2.3% 0.9% 0.8% 5.1%
By GenderMen 14.3% 2.5% 22.8% 7.4% 1.1% 15.8% 18.4%Women 13.5% 2.8% 23.1% 5.7% 0.8% 15.0% 18.1%
By AgeUnder 45 Years Old 12.1% 2.6% 19.3% 7.6% 1.1% 15.0% 13.9%Over 45 Years Old 17.6% 2.5% 29.5% 5.7% 0.8% 16.8% 26.5%
By Annual Household IncomeUnder $60K 14.3% 3.7% 18.3% 7.3% 0.8% 14.9% 19.3%$60K and Over 13.9% 2.0% 25.4% 6.8% 1.1% 16.0% 17.8%
By RegionNortheast 9.8% 0.9% 16.5% 6.3% 0.9% 11.6% 17.4%Southeast 14.4% 3.6% 24.3% 5.3% 1.1% 16.9% 20.1%Midwest 16.1% 2.7% 25.9% 9.0% 0.8% 15.7% 16.9%Mountain-Pacific 14.7% 2.2% 22.7% 8.0% 1.2% 16.2% 17.7%
By Education LevelUp to HS Graduate 9.4% 2.9% 18.7% 4.3% 2.2% 9.4% 15.1%Up to College Grad. 13.3% 3.0% 22.7% 6.2% 0.9% 16.3% 17.8%Postgraduate 16.4% 2.3% 25.6% 10.1% 0.9% 13.8% 19.0%
By SportWater Sports 15.5% 1.9% 26.3% 8.0% 0.7% 17.2% 20.4%Mountain Sports 15.0% 2.5% 27.1% 7.1% 0.5% 19.5% 18.9%Winter Sports 15.0% 1.7% 28.2% 10.7% 0.0% 18.8% 16.7%X-Treme Sports 14.2% 2.4% 21.8% 7.1% 0.5% 18.6% 18.3%Road Sports 13.0% 2.3% 24.3% 6.3% 0.5% 13.3% 16.8%
By PriceUnder $50 12.7% 4.5% 23.6% 6.2% 1.4% 17.5% 22.3%Over $50 10.1% 1.1% 18.1% 5.9% 0.5% 13.3% 14.1%
VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
Not ImportantSunglass Purchasers
42
User / buyer review (i.e. Yelp) Comfort Durability
Warranty / insurance /
protection planAll Respondents 13.0% 0.2% 0.8% 12.0%Weighted Average 13.0% 0.2% 0.9% 12.1%
By GenderMen 13.2% 0.3% 0.6% 12.1%Women 12.4% 0.0% 1.3% 11.9%
By AgeUnder 45 Years Old 10.1% 0.3% 0.9% 10.3%Over 45 Years Old 18.5% 0.0% 0.6% 15.3%
By Annual Household IncomeUnder $60K 12.2% 0.0% 1.0% 11.6%$60K and Over 13.4% 0.3% 0.7% 12.3%
By RegionNortheast 10.3% 0.9% 0.0% 12.1%Southeast 14.8% 0.2% 0.8% 10.8%Midwest 12.5% 0.0% 2.0% 14.5%Mountain-Pacific 12.7% 0.0% 0.5% 12.0%
By Education LevelUp to HS Graduate 8.6% 0.7% 1.4% 10.1%Up to College Grad. 12.2% 0.2% 0.9% 11.8%Postgraduate 12.7% 0.3% 0.3% 12.4%
By SportWater Sports 13.8% 0.1% 0.9% 14.2%Mountain Sports 12.9% 0.0% 0.5% 13.0%Winter Sports 12.8% 0.0% 1.3% 15.4%X-Treme Sports 11.0% 0.0% 0.5% 11.7%Road Sports 10.0% 0.0% 0.3% 12.8%
By PriceUnder $50 16.1% 1.0% 1.4% 18.8%Over $50 10.1% 0.0% 1.1% 7.5%
VisionWatch 2015 Sports Sunglass ReportQ10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
Sunglass PurchasersNot Important
43
Rubber temple Lens polarization Mirrored lenses Safety rating UV ProtectionEye doctor
recommendation
Friends and family
recommendationAll Respondents 6.4% 2.3% 15.7% 4.4% 1.0% 10.7% 11.4%Weighted Average 1.7% 3.0% 2.1% 2.3% 0.9% 0.8% 5.1%
By GenderMen 6.4% 2.2% 15.1% 4.4% 1.2% 11.0% 11.4%Women 6.5% 2.6% 17.4% 4.4% 0.3% 10.1% 11.4%
By AgeUnder 45 Years Old 4.6% 1.7% 9.3% 4.6% 1.1% 10.8% 7.6%Over 45 Years Old 9.8% 3.4% 27.8% 4.0% 0.6% 10.6% 18.5%
By Annual Household IncomeUnder $60K 7.5% 1.9% 17.2% 3.7% 0.8% 11.6% 11.8%$60K and Over 5.9% 2.5% 14.9% 4.8% 1.0% 10.2% 11.1%
By RegionNortheast 7.6% 1.8% 14.3% 1.8% 0.9% 8.0% 7.6%Southeast 6.3% 2.5% 16.3% 5.5% 1.3% 11.4% 12.1%Midwest 8.2% 2.4% 18.0% 7.1% 0.8% 14.5% 15.7%Mountain-Pacific 4.7% 2.2% 14.5% 3.0% 0.7% 9.0% 10.0%
By Education LevelUp to HS Graduate 10.8% 2.2% 16.5% 5.8% 2.2% 11.5% 17.3%Up to College Grad. 4.7% 2.4% 13.3% 4.5% 0.6% 10.1% 8.4%Postgraduate 6.9% 2.3% 16.4% 3.5% 1.4% 9.5% 11.2%
By SportWater Sports 5.9% 1.4% 16.2% 4.7% 0.7% 11.5% 10.0%Mountain Sports 5.5% 1.5% 16.4% 3.2% 0.8% 9.5% 10.1%Winter Sports 2.6% 0.4% 13.2% 3.4% 1.3% 9.0% 7.7%X-Treme Sports 5.6% 1.5% 14.9% 2.7% 0.7% 10.5% 10.0%Road Sports 5.5% 2.3% 15.3% 2.8% 1.0% 9.8% 11.3%
By PriceUnder $50 5.5% 2.4% 14.0% 5.5% 1.4% 12.3% 13.0%Over $50 3.2% 0.5% 9.1% 1.6% 0.3% 6.4% 5.3%
VisionWatch 2015 Sports Sunglass Report
Not Important At AllSunglass Purchasers
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
44
User / buyer review (i.e. Yelp) Comfort Durability
Warranty / insurance /
protection planAll Respondents 8.2% 0.4% 1.0% 9.2%Weighted Average 1.7% 3.0% 2.1% 2.3%
By GenderMen 8.4% 0.5% 1.1% 10.1%Women 7.8% 0.3% 0.5% 7.0%
By AgeUnder 45 Years Old 5.1% 0.3% 0.8% 7.4%Over 45 Years Old 14.0% 0.6% 1.3% 12.7%
By Annual Household IncomeUnder $60K 9.5% 0.2% 0.6% 9.5%$60K and Over 7.5% 0.6% 1.1% 9.1%
By RegionNortheast 4.0% 0.0% 0.9% 6.7%Southeast 9.5% 0.8% 1.1% 8.5%Midwest 11.0% 0.4% 0.8% 15.7%Mountain-Pacific 7.2% 0.2% 1.0% 7.5%
By Education LevelUp to HS Graduate 14.4% 0.7% 2.2% 12.2%Up to College Grad. 6.6% 0.0% 0.4% 7.7%Postgraduate 8.6% 0.9% 1.4% 10.7%
By SportWater Sports 8.3% 0.3% 0.7% 9.3%Mountain Sports 6.6% 0.0% 0.0% 7.5%Winter Sports 5.6% 0.0% 0.0% 6.4%X-Treme Sports 7.3% 0.0% 0.7% 8.1%Road Sports 8.8% 0.0% 1.0% 8.8%
By PriceUnder $50 9.6% 0.7% 1.4% 14.4%Over $50 2.9% 0.0% 0.8% 3.7%
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Not Important At All
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
45
A Chain Sporting Goods Retailer
Local independent sporting goods
retailer Local skate shop Local ski shop Local bike shop Local surf shop ParagonAll Respondents 21.5% 8.5% 3.2% 6.2% 5.8% 3.3% 1.7%Weighted Average 21.7% 8.3% 3.1% 6.1% 5.9% 3.2% 1.6%
By GenderMen 22.8% 8.8% 3.6% 6.0% 6.5% 3.5% 2.1%Women 18.4% 7.8% 2.1% 6.7% 4.1% 2.8% 0.8%
By AgeUnder 45 Years Old 22.8% 9.5% 4.3% 7.4% 6.2% 4.3% 2.4%Over 45 Years Old 19.1% 6.6% 1.1% 4.0% 5.1% 1.5% 0.4%
By Annual Household IncomeUnder $60K 20.7% 6.8% 3.3% 6.8% 6.2% 3.3% 1.0%$60K and Over 21.9% 9.4% 3.1% 5.9% 5.6% 3.3% 2.1%
By RegionNortheast 21.4% 8.5% 3.1% 8.0% 7.6% 4.0% 1.8%Southeast 20.3% 8.2% 2.5% 5.9% 5.9% 3.6% 1.1%Midwest 25.9% 6.3% 2.7% 4.3% 5.1% 1.2% 1.2%Mountain-Pacific 20.2% 10.2% 4.2% 6.7% 5.2% 4.0% 2.7%
By Education LevelUp to HS Graduate 17.3% 5.8% 3.6% 4.3% 6.5% 2.9% 1.4%Up to College Grad. 23.1% 9.0% 2.4% 4.1% 4.7% 3.6% 2.1%Postgraduate 21.3% 11.0% 4.9% 9.8% 7.2% 3.7% 2.3%
By SportWater Sports 22.7% 9.9% 3.6% 7.3% 6.5% 4.0% 1.6%Mountain Sports 23.2% 9.0% 2.9% 7.1% 7.4% 3.8% 1.8%Winter Sports 21.8% 10.3% 6.0% 21.4% 8.1% 7.3% 2.6%X-Treme Sports 22.0% 9.3% 5.6% 9.8% 9.8% 5.6% 3.2%Road Sports 20.8% 10.8% 5.3% 8.3% 11.5% 4.0% 2.5%
By PriceUnder $50 22.3% 5.8% 2.7% 6.5% 6.2% 3.8% 1.7%Over $50 25.3% 9.1% 5.9% 8.0% 6.9% 5.1% 3.5%
VisionWatch 2015 Sports Sunglass Report
Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses?
Sports Sunglass Purchasers
46
REI /EMS Zumiez Tilly’s Volcom Pacsun The O StoreAll Respondents 4.2% 2.8% 3.0% 4.9% 5.6% 5.4% 11.6%Weighted Average 3.9% 2.6% 2.8% 4.7% 5.4% 5.3% 11.6%
By GenderMen 3.7% 2.5% 2.6% 5.8% 4.9% 6.1% 12.0%Women 5.4% 3.6% 3.9% 2.6% 7.5% 3.6% 10.6%
By AgeUnder 45 Years Old 4.3% 4.1% 4.1% 6.9% 7.8% 6.5% 11.5%Over 45 Years Old 4.0% 0.4% 0.8% 1.1% 1.5% 3.4% 11.9%
By Annual Household IncomeUnder $60K 3.1% 3.3% 3.9% 3.5% 7.3% 4.1% 13.1%$60K and Over 4.8% 2.5% 2.4% 5.6% 4.7% 6.1% 10.8%
By RegionNortheast 3.6% 3.1% 3.1% 6.3% 2.7% 6.7% 11.2%Southeast 2.1% 1.3% 2.1% 2.7% 5.5% 5.5% 11.8%Midwest 3.5% 1.2% 1.6% 4.3% 5.1% 3.1% 12.2%Mountain-Pacific 7.5% 5.5% 4.7% 7.0% 7.7% 6.0% 11.2%
By Education LevelUp to HS Graduate 0.7% 2.9% 4.3% 5.0% 7.9% 5.8% 7.2%Up to College Grad. 4.1% 2.8% 1.9% 4.7% 3.6% 5.6% 12.4%Postgraduate 6.3% 2.3% 2.6% 6.3% 5.5% 5.8% 9.8%
By SportWater Sports 5.3% 2.9% 2.6% 5.7% 6.3% 6.2% 14.1%Mountain Sports 6.4% 3.2% 3.8% 4.3% 7.5% 5.4% 11.0%Winter Sports 11.1% 5.6% 6.4% 10.3% 9.0% 6.0% 14.5%X-Treme Sports 4.6% 5.6% 5.6% 8.1% 9.3% 8.6% 11.0%Road Sports 4.8% 4.3% 4.5% 8.8% 7.0% 7.5% 14.3%
By PriceUnder $50 3.1% 3.8% 3.1% 4.5% 6.8% 2.1% 12.0%Over $50 4.5% 3.2% 2.9% 8.8% 7.5% 9.6% 11.2%
Sports Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Local sporting goods retailer near sports activity
Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses?
47
Independent optical retailer or chain optical retailer Online Retailer
Sunglass specialty retailer Other
All Respondents 11.7% 19.8% 18.6% 17.6%Weighted Average 11.6% 20.0% 18.5% 17.7%
By GenderMen 12.7% 20.7% 18.5% 17.2%Women 9.1% 17.6% 18.9% 18.7%
By AgeUnder 45 Years Old 10.5% 23.1% 20.1% 13.0%Over 45 Years Old 13.8% 13.6% 15.9% 26.1%
By Annual Household IncomeUnder $60K 10.8% 18.0% 14.5% 22.4%$60K and Over 12.2% 20.8% 20.9% 14.9%
By RegionNortheast 12.9% 23.7% 16.5% 15.6%Southeast 8.5% 18.6% 19.7% 20.1%Midwest 14.1% 21.6% 17.3% 17.6%Mountain-Pacific 13.2% 18.0% 19.5% 15.7%
By Education LevelUp to HS Graduate 10.1% 13.7% 12.2% 30.2%Up to College Grad. 12.0% 20.3% 20.6% 13.7%Postgraduate 15.9% 20.5% 17.0% 14.1%
By SportWater Sports 13.2% 20.5% 20.2% 16.2%Mountain Sports 11.5% 20.4% 20.4% 15.5%Winter Sports 8.5% 25.6% 18.8% 9.0%X-Treme Sports 9.8% 24.9% 18.8% 14.9%Road Sports 11.5% 24.6% 15.8% 16.3%
By PriceUnder $50 7.5% 15.1% 8.9% 25.3%Over $50 9.1% 23.7% 25.6% 7.5%
Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses?
VisionWatch 2015 Sports Sunglass Report
Sports Sunglass Purchasers
48
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%
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%
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%
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%
Sunglass Purchasers
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Q1. Which of these activities have you taken part in during the past year?
Sunglass Purchasers
Sunglass Purchasers
49
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%
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%
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%
Vuarnet Other
August 2011 NA NA
August 2012 NA NA
August 2014 NA 18.9%
September 2015 5.6% 16.5%
Sunglass Purchasers
Sunglass Purchasers
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Sunglass Purchasers
Q3: Please indicate if you recognize any of the following sport brands?
50
Yes No
Don’t Know / Not Sure
August 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%
Primarily Sunglasses Primarily Goggles
I use both sunglasses and goggles equally
Don’t Know / Not Sure
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%
Rx (Prescription) lenses Polarized lenses
Photochromic lenses (get darker
in the light)
Hydrophobic lens treatment (water repellent/anti-fog)
August 2011 NA NA NA NA
August 2012 NA NA NA NA
August 2014 15.4% 70.4% 16.6% 29.4%
September 2015 12.3% 75.2% 15.0% 23.7%
Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Q5: Do you primarily use sunglasses or goggles when participating in sport activities?
Sports Sunglass Purchasers
Q6: Do the sports sunglasses (or goggles) that you purchased or own have any of the following features?
Q4: Have you purchased or do you own sunglasses (or goggles) that you use primarily for sport activities?
Sports Sunglass Purchasers
51
Amber Blue Brown Copper Gray Green Orange
August 2011 NA NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA NA
August 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%
Pink / Rose Red Yellow Other Not Sure
August 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%
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 Sure
August 2011 NA NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA NA
August 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%
Sports Sunglass Purchasers
Sports Sunglass Purchasers
Q8: Why did you purchase sunglasses with that specific color / tint?
Sports Sunglass Purchasers
Q7: What color are the lenses in your sports sunglasses (or goggles)?
VisionWatch 2015 Sports Sunglass Report
52
Surfing Snow SkiingSnowboarding /
Tubing SkateboardingMoto Cross
Riding BMX RidingMountain Bike
RidingAugust 2011 14.1% 36.9% 29.9% 13.8% 37.3% 23.0% 18.6%August 2012 14.9% 37.2% 36.4% 12.2% 32.0% 24.3% 21.9%August 2014 9.0% 29.3% 26.0% 4.5% 21.8% 15.6% 14.7%
September 2015 11.7% 35.6% 40.5% 14.9% 34.8% 25.3% 24.4%
Rock Climbing RallyCross Waterskiing Jet Skiing ATV RidingRoad bicycle
ridingRunning
August 2011 11.7% 22.0% 11.1% 16.1% 17.4% NA NAAugust 2012 15.6% 19.2% 12.6% 15.7% 20.8% NA NAAugust 2014 8.7% 10.3% 10.6% 12.4% 14.7% 10.3% 8.5%
September 2015 13.1% 24.3% 12.0% 14.1% 13.2% 18.2% 14.6%
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 4.8% 15.4% 6.4% 11.1% NA 10.4% NA
September 2015 6.5% 14.9% 9.3% 14.5% 12.3% 20.6% 18.4%
Tennis Walking Shooting (Skeet, Trap or Range)
None of the Above
August 2011 NA NA NA NAAugust 2012 NA NA NA NAAugust 2014 NA NA 16.0% 4.4%
September 2015 14.0% 6.9% 17.8% 7.7%
VisionWatch 2015 Sports Sunglass Report
Q9: For which of these activities do you have specific sport sunglasses or goggles that you use?
Sunglass Purchasers
Sunglass Purchasers
Sunglass Purchasers
Sunglass Purchasers
53
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 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% 2.45
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 2.2% 4.2% 15.9% 28.6% 49.1% 3.18
September 2015 2.3% 2.6% 12.0% 31.3% 51.8% 3.28
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 17.3% 25.4% 23.6% 19.4% 14.3% 1.88
September 2015 15.7% 22.8% 23.9% 21.4% 16.0% 1.99
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 3.1% 7.1% 21.2% 31.9% 36.6% 2.92
September 2015 4.4% 6.9% 21.1% 31.8% 35.7% 2.87
VisionWatch 2015 Sports Sunglass Report
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
Mirrored lenses
Sports Sunglass Purchasers
Safety rating
Sports Sunglass Purchasers
Rubber Temples
Lens polarization
Sports Sunglass Purchasers
Sports Sunglass Purchasers
54
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 1.3% 2.9% 8.6% 23.6% 63.6% 3.45
September 2015 1.0% 1.0% 7.4% 25.1% 65.5% 3.53
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 9.3% 19.8% 24.5% 24.3% 22.1% 2.30
September 2015 10.7% 15.6% 25.0% 25.1% 23.6% 2.35
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 11.7% 22.2% 29.3% 22.3% 14.5% 2.06
September 2015 11.4% 18.3% 34.0% 22.7% 13.6% 2.09
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 10.4% 15.3% 28.5% 26.0% 19.6% 2.29
September 2015 8.2% 13.0% 29.6% 28.0% 21.2% 2.41
Sports Sunglass Purchasers
UV protection
Sports Sunglass Purchasers
Friends and family recommendation
Sports Sunglass Purchasers
Eye doctor recommendation
Sports Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
User / buyer reviews (i.e. Yelp)
55
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 0.6% 0.6% 4.7% 21.5% 72.5% 3.65
September 2015 0.4% 0.2% 4.5% 20.8% 74.0% 3.68
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 0.8% 1.6% 6.8% 26.7% 64.1% 3.52
September 2015 1.0% 0.8% 6.8% 26.3% 65.1% 3.54
Not Important At All Not ImportantSomewhat Important Important Very Important Weighted Score
August 2011 NA NA NA NA NA NA
August 2012 NA NA NA NA NA NA
August 2014 8.0% 13.8% 24.5% 25.3% 28.3% 2.52
September 2015 9.2% 12.0% 25.7% 27.1% 25.9% 2.48
VisionWatch 2015 Sports Sunglass Report
Q10: Please indicate the value / importance of the following attributes when purchasing a pair of high-quality premium sport sunglasses.
Sports Sunglass Purchasers
Comfort
Sports Sunglass Purchasers
Durability
Sports Sunglass Purchasers
Warranty / insurance / protection plan
56
A Chain Sporting Goods Retailer
Local independent sporting goods
retailer Local skate shop Local ski shop Local bike shop Local surf shop ParagonAugust 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%
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%
Independent optical retailer or chain optical
retailer Online Retailer
Sunglass specialty retailer (e.g. Sunglass Hut) Other
August 2011 10.0% 14.5% NA 21.5%August 2012 13.6% 16.8% NA 19.2%August 2014 13.6% 20.8% NA 18.1%
September 2015 11.7% 19.8% 18.6% 17.6%
Q11: Which retailer(s) did you visit to purchase your current pair of sport sunglasses?
Sports Sunglass Purchasers
Sports Sunglass Purchasers
Sports Sunglass Purchasers
VisionWatch 2015 Sports Sunglass Report
57
Appendix B: 2015 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 Boating Baseball Golfing Tennis Walking Shooting (Skeet, Trap or Range) None of the Above
Ask if E1 = A1‐A18 E2: What is your favorite sport sunglass brand?
Open Ended Text Box
58
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”)
59
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.
60
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 E9: For which of these activities do you have specific sport sunglasses or goggles that you use? Select All That Apply
Pipe in the activities from E6 in which the respondent takes part. Also, please add a “None of the Above” answer option at the end of the response list
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
61
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 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
62