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U.S. Ski Team & U.S. Snowboarding Research Overview

U.S. Ski Team & U.S. Snowboarding Research Overview. In cooperation with SIA /Kottke NSAA & MRI 2007/2008. Table of Contents. Demographics Skier Snowboarder Audience Psychographics Audience Trends. Skiing Demographics. Median Age - 36. Female. Age. Gender. Male. Household Income.

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U.S. Ski Team & U.S. Snowboarding Research Overview

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  1. U.S. Ski Team & U.S. Snowboarding Research Overview In cooperation with SIA /Kottke NSAA & MRI 2007/2008

  2. Table of Contents • Demographics • Skier • Snowboarder • Audience Psychographics • Audience Trends

  3. Skiing Demographics Median Age - 36 Female Age Gender Male Household Income Average HHI $87,600 Source: 2007 MRI / NSGA Sports Participation Study

  4. Snowboard Demographics Median Age - 22 Female Gender Age Male Household Income Average HHI $68,300 Source: 2004 NSGA Sports Participation Study Source: 2007 NSGA Sports Participation Study

  5. Audience Information

  6. Skier and Snowboarder Visits Set an All Time Record Ski and snowboard visits increasing annually (06/07 an exception due to low snow fall) Source: NSAA 2008

  7. Audience Growth • Skiing and snowboarding continue to grow rapidly • There are over 25 million skiers & riders in the U.S. and growing! • Increase of almost 20% since 2001 • Snowboarding is the fastest growing participatory sport in US* • Source: 2007 SGMA • * Sports with over 5000 participants

  8. Audience Mindset • Top 5 reasons enthusiasts like to ski and snowboard • Opportunity to be outdoors • Excitement and thrill • Fun and enjoyable • Speed and competition • Feeling of freedom Source: MRI Doublebase 2007

  9. Audience Psychographics • Young in age & mindset • Highly ambitious • Competitive • Educated & influential • Consumer Innovators • More sociable than the general population • Enjoy sports with intellectual component • Tenacious • Ski and / or snowboard to “get away from it all” Source: MRI Doublebase 2007

  10. Audience Behaviors Well Traveled:(Based on the MRI National Average Index of 100) • 70% more likely to travel abroad • 40% engage regularly in foreign travel • On average spend $4,300 on travel • Nearly 2 times as likely to fly first class when they do take their trips abroad • Twice as likely to take 5+ domestic trips each year • Over twice as likely to be members of country clubs * Sources: 2007 Fall MRI, 2007 MRI Doublebase, Audit Bureau of Circulation June 2007.

  11. Skier Audience Behaviors • Twice as likely to spend $40,000+ on a new vehicle • 80% feel they eat healthy • 7 out of 10 are involved in a fitness program • Twice as likely to be business decision-makers • $300 billion in investable assets, 15 million trades Source: Ski Racing ‘07

  12. Ski and Snowboarder BehaviorsWithin USSA Membership • Ski - Over 30% have a second/ weekend home - 45% own a SUV - Use USSA website for event related news • Snowboard - 63% spend over $33 on music per month - 92% of households own a video game Source: 2007 Ski Racing magazine survey/ 2007 Snowboarder magazine

  13. Audience Comfort with Technology • Skiers & Riders are technologically savvy • Over 90% own computers • 98% have internet access • Over 50% make on-line purchases • 31% adopt new technology Source: 2007 MRI Fall Consumer innovator

  14. 2006 NBC Olympic Coverage • 35% of all prime-time Olympic event coverage was Skiing / Snowboarding • NBC prime-time average was a 12.2 HH rating • Down 36.5% from SLC • Down 25% from Nagano • USSA won 10 of USA’s 25 medals or 40% of Team USA Total Source: 2006 Nielsen Television Index

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