Healthy Lifestyle and Love of the Outdoors Perks for Living in Denver, America’s Top Market for Snow Skiing and Yoga

Evan Meyer /

Thousands flock to the Rockies this time of year to enjoy snow skiing on some of America’s best slopes. But if you plan to lay down roots in the Denver area, you’re going to need to think beyond the skis. Scarborough statistics show that consumers living in this centrally located city are avid yogis who also enjoy hiking and eating healthy.

Denver Top City for Snow Skiers and Yogis

Not surprisingly, given its reputation as the destination for winter sports fun, Denver is the top local market for snow skiing. Almost one-fifth (19%) of Denver adults skied or snowboarded during the past year, versus four percent of all adults nationally.

Snapshot of Select Leading Cities for Skiers/Snowboarders Table

But the people of the Rocky Mountains also enjoy the warmth of a yoga studio. Denver is the top local market for yogis. Fourteen percent of Denver adults participated in yoga or pilates during the past year, as opposed to nine percent of all adults in the country.

Snapshot of Select Leading Cities for People who Enjoy Yoga/Pilates

Exercise, Healthy Eating, and a Love of the Outdoors a Hallmark of Colorado Life

The active lifestyles of Denver residents involve more than just skiing and yoga. Scarborough city data shows that they are avid gym goers who enjoy outdoor activities such as hiking, camping, biking and golf.

Profile of the Active Lifestyles of Denver Adults (Index) ChartHealthy Eating Important to Denver Adults (Index) Chart

Environmentally-Friendly Denver

Environmental data on Denver shows that the Rocky Mountain state is colored green. Scarborough statistics measure about one dozen green lifestyles, and Denver adults are more likely than the average American consumer to engage in most. But beyond everyday green activities such as using less water at home or bringing reusable bags to the grocery store, Denver adults put their “green” on green candidates for public office. Fourteen percent of Denver adults support politicians based on environmental positions, versus seven percent of the general population.

Eco-Friendly Activities Completed on a Regular Basis: Denver vs. the National Average (%)

Digital Denver Spends $1.7 Billion Online Annually

Cumulatively, Denver Internet users spent upwards of $1.7 billion online during the past year. Popular categories for items purchased include groceries, cultural event tickets and medicine.

Items Bought Online During the Past Year by Denver Adults (Index)

Generation X Popular in Denver

Denver adults are ten percent more likely than the national average to be members of Generation X (ages 30-44). Demographically speaking, Denver adults are:

  • 13% more likely to have full-time jobs
  • 52% more likely to be self-employed or small business owners
  • 33% more likely to have completed post-graduate work or have a post graduate degree
  • 27% more likely to be Hispanic

DMA® is a registered trademark of The Nielsen Company

SOURCE:  Scarborough USA+ Study, Release 1, 2012-Scarborough/GfK MRI Attitudinal Insights data

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