Timex Study Examines American Life and the Outdoors

Timex, a leader in outdoor and sports performance timepieces, today unveiled the results of a national survey examining America’s relationship with the outdoors.

As many Americans adjust to weather the current economic climate, the survey reveals that more than half of American adults (56%) fantasize about breaking free from their homes and offices to be outdoors, and that more than one-third expect the economy will negatively impact the time they spend outside this summer.

The study, which comes as President Obama proclaims June as National Get Outdoors Month, illuminates a variety of topics including contemporary attitudes towards the outdoors, the most popular outdoor activities across demographic segments, and daily obstacles to spending time outdoors.

“Timex Expedition is dedicated to helping Americans get outside and reconnect with nature,” said Heberto Calves, vice president of marketing at Timex. “This study reinforces the need for outdoor leaders like Timex Expedition to help Americans find ways to make the outdoors a larger part of their everyday lives.”

According to the study, the vast majority of Americans (93%) agree spending time outdoors relieves stress and makes them feel refreshed, yet TV, computers and indoor social activities have a stranglehold on the American weekend. Millennials (ages 18-24) spend almost 10 hours per day on the computer and socializing with friends, yet less than two hours outdoors. Similarly, young parents spend nine hours per day caring for their children and four hours daily watching TV, yet less than two hours outdoors.

“You don’t have to go to extremes to enjoy the benefits of spending time outdoors,” said world-renowned mountaineer and Timex Expedition brand ambassador Conrad Anker. “The answer can be as simple as walking or biking to errands that are closer to home, parking away from the office and walking a small part of your daily commute, or moving family meals outside for a picnic.”

The survey also sheds light on outdoor recreation and seasonal trends. While Americans of all ages are in agreement that May and June are the best months to get outdoors, the activities of choice vary sharply according to age:

• Millennials gravitate towards fitness and exploration activities such as walking (90%), swimming (76%), running (66%), and hiking/camping (37%).
• Young parents (25-34) are more prone to family and neighborhood-centric activities including picnicking (57%), playing in their backyards (66%) and visiting and neighborhood parks (56%)
• Baby Boomers predominantly enjoy gardening (64%).

The study was conducted among 1,122 Americans ages 18 and older using Greenfield Online from April 28 to May 1, 2009. The margin of error at a 95% confidence level is +/- 3%. For the complete results, please send inquiries to timex@catalystpublicrelations.com.

About the Timex Expedition Brand:
Timex® Expedition® watches were derived from the virtually indestructible 1960s infantry watches and adapted to meet the explosive growth in popularity of outdoor activities. Taking both styling and material cues from outdoor gear and apparel, the Timex Expedition brand delivers reliable, accurate and comfortable outdoor instruments that expertly capture the essence of the outdoor lifestyle. The brand recently launched “Return the Outdoors,” a joint endeavour with the Conservation Alliance and American alpinist Conrad Anker to inspire Americans to get outdoors and reconnect with nature. The brand’s Web site, TimexExpedition.com, hosts content, forums and tools designed to make the outdoors more accessible to our everyday lives.

About Timex
Timex Group designs, manufactures and markets innovative timepieces and jewelry globally. Founded in 1854, Timex is part of Timex Group, a privately-held company with numerous brands and over 5,000 employees worldwide. It is one of the largest watch makers in the world with companies and exclusive licenses worldwide.


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