SIA SnowSki Youth Report 2014 - SnowSports Industries America

Transcription

www.labelnetworks.com
SIA Stage One: What We Know Report 2014
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About Label Networks: About Label Networks:
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working within the most trendsetting subcultures in the
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Since 2000, Label Networks has created Global Youth
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The entire contents of the Snow Industries of America (SIA) Snowboarding and Skiing Youth Culture Report 2014: “What We Know”—the (Research
Report) are copyrighted by Label Networks, Inc. © 2014 Label Networks, Inc. All rights reserved. The information contained herein has been obtained
from sources believed to be reliable. Label Networks, Inc. disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Label Networks, Inc. shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The
reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to
change without notice.
Label Networks grants SIA non-exclusive worldwide publishing rights giving Label Networks full credit and copyright.
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All information created by Label Networks, Inc. (“LNI”), in any form, is proprietary to LNI and is protected by U.S. and foreign laws governing intellectual
property. All such information published by LNI or created using LNI’s proprietary data and/or LNI’s analysis, regardless of form, is copyright protected.
Violation of LNI’s copyright may permit LNI to recover actual damages, statutory damages, punitive damages and attorneys' fees through actions in the
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Published June 15, 2014.
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The Snow Industries of America (SIA) Snowboarding and Skiing Youth Culture Report 2014: “What We Know” is divided into four parts. The parts are
Comparative Analysis, Downhill Skiing, Lifestyle Associations, and Digital Lifestyle of the Marketplace. Each part has specific topics with many relating to
the next question to create an overall flow throughout the Report. Each topic includes a series of related questions and is often referenced for additional
insights in other areas. The results are listed first by Topline, then by Gender, and then by Age Groups including 13-14, 15-17, 18-20, and 21-25-yearolds.
Within each question are Macro Trend Editorial Summaries with analysis about each topic’s key findings, written by Label Networks' Youth Culture
Experts and Analysts. The Macro Trend summaries are placed with each question with its corresponding chart and graph, with the additional crosstabulations by gender and age groups listed in the Appendix. Please refer to the Appendix for important additional insights.
The Macro Trend Summaries highlight the main points from the data results and are intended to describe the research within each topic in a quick snapshot of key findings. It’s important, however, to also review the actual charts and graphs in order to observe the details within each of the research results.
By looking at the charts and graphs for each question, including Topline, and cross-tabulations by Gender and by Age Groups, even more information is
revealed.
In addition, we provide more than simply top 10 lists in our charts and graphs because it’s very important to review the results listed further down at 30th
or 50th to get a sense of what’s moving up and what’s moving down when it comes to youth culture consumer insights, influences, preferences, and
trends.
For questions about How to Use this Study or for Presentations or additional custom cross-tabulations, please contact us: Info@labelnetworks.com; (323)
630-4000.
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In order to understand how Label Networks created the Snow Industries of America (SIA) Snowboarding and Skiing Youth Culture Report 2014: “What
We Know,” this section outlines the methodology. The data-acquisition for parts of this Report were conducted in the years 2006, 2008, 2012, and 2014.
In each case, Label Networks uses a representative sampling formula of (Z^2*sigma^2)/H^2 to best achieve representative sizes of the youth
demographic by age, gender, and ethnicity per region as data-acquisition is under way.
The overall research consisted of a field research survey consisting of a set number of questions with corresponding variables. The survey questions and
their associated response criteria were determined and written by Label Networks’ Youth Culture Analysts specifically designed to measure the most
critical short-term issues as well as the best long-term issues in terms of demographics, trends being initiated, and trends already in place in
snowboarding, skiing, and lifestyle associations. New questions were added, while others remained the same in order to track changes and initiate
forecasts each year that data as collected on the topics of sports, specifically snowboarding and skiing. The questions were both single and multiple
response sets consisting of nominal, ordinal, and scale values. There were also open-ended questions to allow respondents to voice their opinions
without a set of pre-determined lists to choose from.
Respondent data was captured digitally into Label Networks’ technology. Data was uploaded into Label Networks’ statistical engine on a daily basis each
day during the data acquisition process. Results were also processed throughout the course of data-acquisition with T-tests to assure the best possible
representative sampling of the marketplace across the United States.
Respondents qualified for inclusion in the final Report only if a full interview was completed. All interviews were done using Label Networks’ survey tools
to download data quickly. Respondents came from Label Networks’ proprietary youth panel from a cross-section of locations across the United States
resulting in a final sample total of 10,000 respondents each year that a Report was completed, including another 10,000 in the representative sample size
from 2014.
The margin of error for this Report is less than 2.5% at a confidence level of 95%.
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Here are the results to the first phase of a three-phase
program towards gaining greater understanding about
today’s youth culture marketplace in relation to snowboarding
and downhill skiing. We start by comparing results from
2006, 2008, 2012, and 2014 in order to establish a
foundation from which to uncover how the youth
demographic of 13-25-year-olds has changed over time and
how the brands, influences, and perceptions to the sports of
snowboarding and skiing have also changed with the
marketplace.
Over the last 15 years of studying global youth culture
markets at Label Networks, when it comes to sports,
perceptions among young people have changed greatly. The
greatest changes have been within action sports such as
surfing, skateboarding, and snowboarding, and the various
subcultures that have developed, creating different versions
of their former selves.
First, it is important to point out the fact that action sports are
not necessarily considered new to today’s youth culture, nor
are they considered the “rebel” bastion of mainstream sports
as they once were, like snowboarding in the early 1990’s.
Action sports are mainstream to a 15-year-old today. From
their point of view, snowboarding has always been in the
Olympics, and skateboarding was something that their
parents often did back-in-the day. There’s even some
confusion we’ve discovered among young people who think
that Tony Hawk is a video game character, and not an actual
ex-pro who landed the first 900 in an X Games competition.
In addition, the idea of “sports” and what is considered a
sport among this new generation isn’t necessarily what some
people may think. Certain “sports” may be considered more
like activities and just something they do as a part of their
lifestyle. Sports can have the confusing inclination of “team”
sports. So, if someone doesn’t participate in soccer or
football, for example, they may not necessarily associate
themselves with doing sports at all—even if they skateboard
often and snowboard in the winter.
Each new generation often tends to try and re-define itself
with a new subculture as seen also in music, fashion, and
technology. Even though many lifestyle trends reflect aspects
of past eras (once you get old enough to see this), to a new
generation of young people, some things are new. They own
it. And they recreate it in their own way using their own
devices.
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Certain subcultures within action sports are considered more
exciting and inspiring than others and you can see through
research where the marketplace gravitates. Realism also
comes into play here. This generation has a strong DIY spirit
and often creates their own means of communication,
entertainment, and sports, i.e. the growth of urban
snowboarding in local parks and backyard hills with
handmade kickers and rails. These are factors that are
changing the face of sports.
Key elements to look for among youth culture today is the
broader scope and the growing niches and influences of
what exactly they are interested in and why. This means
influences from technology and social networking patterns
and how these things have changed their sense of sports
and lifestyle. It also means how fashion influences activities
(not necessarily the other way around); how music plays a
roll in getting young people involved in specific sports and
creates new opportunities for home recording and selfpromoted rockstars; and how industries such as video
gaming can have an impact in terms of improving
communication between youth culture and sports in general.
There is also the rebel-call of global climate change and the
concerns young people have about limited resources and
fossil fuels, and their concerns about weather and warming
patterns when it comes to winter sports in general.
Action sports is undeniably a tight industry. From brand
managers to manufacturers to retailers, these sports are
mostly still led by the people who created their industries
from their passions of doing their sports when they were
younger. But what’s missing is a deep understanding that the
youth marketplace today is far different than the one that
made action sports popular years ago.
Without understanding the real consumers—youth culture of
today and tomorrow--and understanding who they are and
what their motivations are, then the industry, especially the
lifestyle of the industry, will continue to shrink in the USA,
even though this is where it all started. However where there
is change, there is also opportunity. It just may look different.
This is where this report comes into play. By looking at some
fundamental facts and the differences by demographics and
time, new insights are revealed. It is within these differences
and the splintering of winter sports (and other sports in
general) where new niches are inspiring new growth. It is
here where opportunities start to reveal themselves.
In this report, there are four sections that bring the reader
through a series of results, including rankings of the
subcultures of snowboarding and skiing within their lifestyle
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associations, and concluding with the digital lifestyle of and
influences of today’s youth marketplace.
Our goal is to set the groundwork for understanding the state
of the industry from the perspective of young people. This will
require keeping an open mind. As we often say, think like a
young person. See with the eyes of “new.” You can walk right
past a big idea if you have your cultural blinders on.
Action sports, especially snowboarding, is being redefined
based on changes in history and the crossover effects it is
having on today’s tech-savvy youth demographic. The
growth of the sport and lifestyle opportunities will become
apparent by understanding this new youth marketplace and
what snowboarding could mean through the lens of a new
marketplace and their future.
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Part One: Snowboarding Report on Brands,
Lifestyle, Costs, Perceptions: Comparative Analysis
from 2006, 2008, 2014
In Part One of the “Snowboarding and Skiing Youth
Culture Report: What We Know” we have gathered
the results from Label Networks’ previous youth culture
research and consumer insights from 13-25-year-olds
across the United States from 2006, then again from
2008, and again in 2014. Many of the questions were
open-ended which allowed respondents to name that
which they were most familiar with. Some the results
are comparable from year-to-year.
Here in this section, it becomes clear where brands,
perceptions, and influences have changed over the
course of time as a new youth demographic has come
onto the scene. It’s also clear which brands have gotten
older and are no longer attractive to younger
demographics and where the marketplace is headed in
terms of spending patterns, perceptions, and ideas
surrounding the sports of snowboarding and skiing.
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Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions:
Comparative Analysis from 2006, 2008, 2014
What snowboard equipment or apparel brand
do you like the most if any?
Macro Trends
2006: This question was asked across all of the youth
marketplace including those who snowboard, those who
most want to learn, and those who do not snowboard.
Overall, in 2006, Burton dominates the landscape as the
snowboarding brand that 13-25-year-olds like the most
(which is often associated with what they know the most) at
55.2%. Respondents were only allowed to name only one
brand, and as an open-ended question, it’s interesting to
see the different types of brands mentioned, especially the
brands further down the list that are not necessarily
considered first-and-foremost a snowboarding brand. In
addition, many of the top brands named are apparel or
accessory brands, meaning that often, it is not the actual
snowboard manufacturers that first come to mind.
Roxy is second overall at 6%, followed by Volcom at 5.2%,
and Quiksilver at 3.8%. Roxy, of course is higher among
females, as well as Volcom and Vans in 2006, whereas
Quiksilver, Forum, and K2 are higher among males. 2006
was a banner-year for Forum as represented here, ranking
2nd to Burton among males but from here, the brand drops.
What’s interesting also about 2006 results are comparisons
by age groups. This is when you can see other brands
impacting the snowboarding scene among younger
demographics. For example, there’s a direct correlation
that the younger the age group, the higher the percentages
of those who name Volcom, peaking at 8.1% among 1314-year-olds and ranking 2nd within this age group. Roxy
peaks among 15-17-year-olds, whereas Forum ranks
highest among 18-20-year-olds.
2008: By 2008, Burton still dominates as the top brand,
but it’s dropped to 49.8% from 55.2% in 2006. Roxy and
Volcom have both increased in percentages and here,
Hurley is now on the radar in 4th overall at 4.1%, followed
by Billabong, DC, and Element. Quiksilver has dropped
significantly from 2006 to 2008.
In 2008, Burton has dropped the most among females and
Roxy has increased. Volcom still remains higher among
females than males, and Hurley is in 4th overall among
females and higher than among males. Other than Hurley,
the other notable difference is DC which leaps to 5.6%
among males and coming in 2nd behind Burton. Forum
has dropped considerably, as well as Quiksilver. The other
brand on the radar is Rome, especially among males, 1520-years-old.
By age groups in 2008, Burton is high across the board, but
Roxy peaks among 18-20-year-olds at 9% of this age
group, followed by Volcom at 6.8%. Both Roxy and Volcom
are the 2nd highest within this target age demographic.
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Hurley and Vans are both interesting to note when it comes
to age groups in 2008 as both peak among the youngest
demographics of 13-14-year-olds. Forum, meanwhile, has
gotten “older” and no longer has the attention of younger
demographics and instead peaks among 21-25-year-olds
at 3.6% of this age group.
2014: Burton is still the dominate brand named when it
comes to snowboarding at 28.2%, but by this year, it’s
clear that there are other brands that have entered into
the consciousness of the youth marketplace. Most
notable this year is that DC now is in 2nd at 8%, followed by
Neff at 6.8%, and Fox Racing at 5.5%. Brands like
Quiksilver and Forum have dropped significantly.
It is also interesting to note the accessory brands,
particularly goggles, which are higher on the radar such as
Oakley.
Burton has dropped the most among females, now at
only 25% compared with 35.2% of males who name
Burton. Other differences to note this year are that DC is
at 8.8% among females and 6.2% among males, and Fox
Racing now ranks 3rd among males as a snowboard brand
they are most familiar with. Vans, Volcom, of course Roxy,
and The North Face are all higher in percentages among
females than males. Further down, Forum has dropped
significantly, but Forum and Ride are higher among males.
By age groups, the results are very telling for 2014. First,
it’s clear that Burton is named significantly less among
younger demographics at only 19.7% among 13-14year-olds compared with 38% of 21-25-year-olds.
However Burton is named as the main snowboarding brand
across the board. What is interesting to note is how
high DC, Neff, and Vans have all become among
younger demographics. Vans and Fox Racing also both
spike among 18-20-year-olds.
It is also important to look further down on the radar to see
what “snowboard” brands are named and possibly on the
rise, such as Shaun White as a snowboard brand, Under
Armor, and the store Zumiez.
Overall, by understanding which target demographic
names which snowboard brand, one can start to
understand where the brand has developed their strongest
following and where the opportunities lay for attracting
other demographics towards specific brands.
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What snowboard equipment or apparel brand do you like the most if any? - Top 20 Brands
1.
2.
3.
4.
5.
6.
7.
8.
Burton
DC
Neff
Fox Racing
Vans
Volcom
Roxy
The North
Face
9. Oakley
10. Hurley
2014 2008 2006
28.2% 49.8% 55.2%
8.0% 2.6% 1.7%
6.8%
0%
0%
5.5% .8% .6%
5.0% 2.0% 2.6%
3.9% 5.4% 5.2%
3.3% 7.9% 6.0%
3.2% 1.2%
2.6% 1.0%
2.6% 4.1%
2014
11. Zumiez
2.3%
12. Element
2.0%
13. Billabong
1.9%
14. K2
1.8%
15. Shaun White 1.6%
16. Nike
1.3%
17. Quiksilver
1.2%
18. Never
.6%
.7%
Summer
.6% 19. Forum
.7%
.7% 20. Ride
.7%
2008 2006
.5% .2%
2.4% .9%
2.7% .5%
1.2% 1.5%
0%
0%
0% .1%
2.2% 3.8%
0%
0%
1.3% 3.2%
.8% .6%
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What snowboard equipment or apparel brand do you like the most if any?
60%
50%
40%
30%
2014
2008
2006
20%
10%
0%
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What would make it easier for you to buy
snowboarding or skiing equipment and
apparel?
Macro Trends: 2006: Similar to the last question, this
question included the entire representative sample of the
youth marketplace of 13-25-year-olds including those who
snowboard or ski, those who want to learn to snowboard or
ski, and those who don’t snowboard or ski or currently have
interest in learning.
Overall, each year that this question was asked, the main
factor that young people say would make it easier for them
to buy snowboarding or skiing equipment and apparel is If
the gear was less expensive. In 2006, 36.6% of the youth
marketplace named this as the greatest factor. In 2008, the
expense is even more of a concern at 45.5%, and in 2014,
it drops slightly, but it still higher than in 2006 with 43.1% in
2014 naming the expense of equipment and gear as the
greatest prohibiting factor.
Obviously, the expense of the sports is a problem.
Even if rentals of gear and apparel are low or if provided for
free as some organizations provide, there is still the
perception of snowboarding and skiing equipment and
apparel as being expensive.
Where the opportunities lie in terms of getting more young
people engaged in buying snowboarding or skiing
equipment and apparel more often is If they knew what to
buy. Each year, the result If I knew what to buy ranks as
the 2nd highest prohibiting factor at 29.8% in 2006,
21.1% in 2008, and 37.9% in 2014. Essentially, it comes
down to educating the consumer and communicating
effectively with the marketplace towards a greater
understanding of gear and apparel choices and lifestyle
opportunities.
To put this in perspective, skateboarding tends to crossover
both genders and many age groups in terms of young
people buying boards and in particular, the apparel and
footwear of the culture—even if they don’t skate. Many
items within skateboarding-inspired items are less
expensive than snowboarding and skiing, but there is also
a stronger association, communication, and information
about skate-inspired equipment and apparel than
snowboarding and skiing.
Other important aspects to note are that the other barriers
could be overcome with results such as If there was a store
near me that carried it, If I knew what to buy, If I had
someone to go with me, and If I could buy it online. For
females in 2006 and 2008, If I knew what to buy was
significantly higher than males, but in 2014, males have
higher percentages that say If I knew what to buy at 40.5%
compared with 36% of females.
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2014: What is interesting about the results by gender in
2014 is that for males, If I knew what to buy is the #1
aspect that they name as for what would make it easier
for them to buy snowboarding or skiing equipment or
apparel. This indicates an opportunity for greater sales
if this demographic is able to learn more about winter
sports equipment and apparel. Females however have
higher percentages that say If I had someone to help me
buy it, which also represents a market opportunity. If there
were ways to engage more young women to shop with a
knowledgeable partner, more sales may develop.
There are several differences when looking at the results
by age groups to note. For example, the expense of
equipment and apparel increases and peaks among 18-20year-olds at 46.6% of this age group. For 13-14-year-olds,
their #1 concern is If I knew what to buy at 48% of this age
group, which again marks an opportunity for new buyers for
both sports if this marketplace is able to understand what to
purchase. Interestingly 18-20-year-olds in 2014 have the
highest percentages that say If I had someone to help me
buy it at 5.8% of this age group.
Overall, while the expense of snowboarding and skiing
equipment and apparel are the main prohibiting factors
for purchasing among youth culture, there are other
elements that can counteract this, namely increased
knowledge of what to buy and having someone to buy
these things with.
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What would make it easier for you to buy snowboarding or skiing equipment and apparel?
2014
1. If the gear was less
expensive
2. If I knew what to buy
3. If three was a store near
me that carried
snowboard/ski gear
4. If I had someone to help
me buy it
5. If I could buy it online
2008
2006
43.1%
45.5% 36.6%
37.9%
21.1% 29.8%
12.3%
20.2% 27.1%
5.3%
8.5%
4.8%
1.3%
4.7%
1.6%
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What would make it easier for you to buy snowboarding or skiing equipment and apparel?
0%
If the gear was less expensive
10%
20%
If I had someone to help me buy it
If I could buy it online
2014
40%
43.1%
12.3%
60%
70%
21.1%
20.2%
5.3%
80%
90%
100%
36.6%
29.8%
27.1%
8.5%
1.3%
2008
50%
45.5%
37.9%
If I knew what to buy
If three was a store near me that carried snowboard/ski gear
30%
4.7%
4.8%
1.6%
2006
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Do you currently snowboard or ski, if not what
is the main reason you have not started?
(Those who want to learn to snowboard)
Macro Trends: Over the years of asking this question
about sports that young people actually do vs. the sports
that they would most like to learn, the results reveal the
aspirations of certain demographics and the market
potential for engaging new participants either through
the sport itself or the lifestyle of the sport such as
apparel, footwear, accessories, and events. By knowing
what the youth marketplace is most interested in learning,
brands, organizations, and retailers can gain a better
understanding of what needs to be accomplished towards
getting this demographic to actually get started within their
sport.
Snowboarding is a sport that always ranks high on the
radar when it comes to sports that 13-25-year-olds would
most like to learn. But as revealed here, with comparisons
to 2006, 2008, and 2014, there are different things that
influence the marketplace to not get started.
In 2006, the number one factor is No resorts near me at
27.7%. In 2008, this was an even bigger issue at 33.3%.
And in 2014, it dropped slightly to 32.9%. However,
measuring this question for more than 8 years (we actually
started in 2005), the fact that there are no resorts nearby
where young people most interested in learning to
snowboard remains the number one factor across the
board.
However, the perception is often that the sport is too
expensive, which ranks very high as well, but it’s not the
number one thing inhibiting actual participation. In 2006,
Too expensive is 2nd at 19.8%, but ranks 3rd in 2008 at
14.8% behind Not sure how to get started at 15.7%. In
2014, Too expensive is 2nd at 21.9%, but tied with Not sure
how to get started.
While obviously the expense of the sport of
snowboarding continues to be a huge barrier to entry,
and clearly needs to be tackled head-on in cooperation
with resorts, there is also a gaping hole in terms of
lack of information and communication in terms of
knowing how to get started. This is a key factor for
young people to not start snowboarding and represents
an opportunity to engage new riders. What this also points
out is the lack of communication or miscommunication
within the industry in terms of getting new would-be
snowboarders engaged in the sport.
In Phase 3 of this research program, we will go into
tangible ideas and strategies of just how information
communication needs to be translated to young people
who are most interested in the sport of snowboarding, but
in Part Four of this Report, we begin the process of
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identifying key aspects of their Digital Lifestyle.
In 2006, we wrote the following: While it is greatly
assumed that the main reason young people don’t
snowboard yet is based on price, as indicated by these
results, this is not the main factor. 27.7% say the main
reason they haven’t started snowboarding is because
there’s No Resorts Near Me, with 27% of females and
29.5% of males. This is especially the feeling among
younger demographics who would ride if they could get
there.
Interestingly, the reason Not sure how to get started is 3rd
overall at 15.7%, with 18.2% of females and 9.5% of males,
which also increases in percentages the younger the age
demographic. Young people tend to feel that snowboarding
is complicated (as compared with say, skateboarding) and
they don’t know how to get started, what the proper
protocol is, how to act at resorts, could they go snowboard
even if they don’t have the clothing or equipment? Basic
education about the sport and how to get started would be
extremely beneficial for the youth market in particular.
What’s significant is that education, i.e., what to expect,
how to get started, and so on is a relatively easy thing for
resorts especially, as well as clubs, municipalities, and
even brands. There could be increased marketshare of
new riders if this was not a major obstacle, which is by far
more of a deterring factor among females.
In China, where skiing and snowboarding are new sports,
there are instructions, pamphlets, advertising, and resort
information that’s distributed to people about how to get
started in the sport. They even include information about
waiting in lift lines and the proper way to go down a
mountain to avoid collisions and dispose of trash and treat
the mountains with respect.
While it’s assumed in North America among many people
in the winter sports industry that people know the basics of
snowboarding (and skiing), as quantified here, this is a
hurdle that still needs to be overcome in order to get more
people out on the mountains. And it’s a relatively simple
thing to do. There is an assumption in North America that
“basics” are already known, especially for those who
understand mountain sports vs. those who are unfamiliar
with the outdoors in general.
Other factors that could be overcome with education are
the percentages of young people who say they haven’t
started because they Don’t have the gear, and therefore
not realizing how the rental system works. Reasons such
as Looks too hard, Too Cold, and Don’t want to get made
fun of are all factors that can be overcome with proper
advice and marketing towards attracting more young
people to the sport.
19
However, Too Expensive and access issues have always
been the bane of the winter sports industry. Obviously one
of the main ways to increase the number of snowboarders
and skiers is to lower the costs. However, if some of the
other concerns are taken care of and the number of
participants increases, then perhaps prices could come
down based on the greater number of participants. In
addition, resorts and local municipalities working together
could provide increased access for getting to the mountains
and thereby lowering costs for entry into the sport. This will
take a concentrated industry-wide effort.
Compare these results by gender and age groups and
you’ll see where the hidden fears are based on
demographics.
2008: Here again recognizing factors such as Not sure how
to get started, Do not have the gear/clothing, I do not have
anyone to go with, and Do not want to get made fun of
while snowboarding are all important factors as to why
young people are not riding, outside of the perceived
notions of no resorts nearby and the expense of the sport
overall.
Females tend to have higher percentages that say they are
Not sure how to get started which is a significant factor to
them in 2008. Males have slightly higher percentages that
say they don’t snowboard because they Do not have
anyone to with.
2014: By 2014, factors such as No resorts nearby is still
#1, but Too expensive and Not sure how to get started are
tied in 2nd at 21.9%.
Where the biggest shift lies in the past 8 years is with
females in that now, 24.8% say they are Not sure how
to get started, ranking in 2nd as the reason they don’t
snowboard compared with 17.4% of males. This is why
snowboard camps and clinics are of significant importance.
But clearly, the first introductions to the sport are not
reaching a potentially significant new demographic. This is
where the greatest gap exists and has grown:
communicating to young women about how to even
get started down the path of becoming a snowboarder.
Additionally, the greatest gap and lack of information
and communication is with younger demographics.
The younger the demographic, the higher the percentages
that say Not sure how to get started, peaking to 25.5%
among 13-14-year-olds and dropping to 19.8% among 2125-year-olds.
Overall, the industry still has issues of access to resorts,
the expense of the sport, but also properly communicating
and getting effective information out to today’s newest
target market within youth culture, and particularly among
young females.
20
What’s ironic is that unlike other action sports,
snowboarding started with a strong representation of
females in the industry—from pros to brand managers,
from editorial writers to video producers, and womenowned manufacturers. Snowboarding is one of the few
sports where women pros earn similar prize money to
males. This is the general anomaly about snowboarding
compared with other action sports. But along the way,
information, perceptions and effective communication
have reduced among younger demographics of
women mostly, and therefore, another gap in the
potential growth of the sport of snowboarding.
21
Do you currently snowboard or ski, if not what is the main reason you have not started?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
No resorts near me
Too expensive
Not sure how to get started
Do not have the
gear/clothing
I do not have anyone to go
with
Parents will not let me
Other
Health Issues/Injures
No Time
It's too cold
2014
32.9%
21.9%
21.9%
2008
33.3%
14.8%
15.7%
2006
27.7%
19.8%
15.7%
9.5%
--
4.6%
8.3%
6.9%
--
2.6%
1.4%
.7%
.5%
.2%
2.9%
16.1%
----
.7%
13.4%
--3.7%
22
Do you currently snowboard or ski, if not what is the main reason you have not started?
35.0%
30.0%
25.0%
20.0%
15.0%
2014
10.0%
2008
2006
5.0%
0.0%
23
Which would influence you most towards
getting you to Snowboard? (Those that want to
learn to snowboard)
Macro Trends: This question also correlates with the
previous question as well. Overall, the greatest influence to
get young people to snowboard would be easier and
cheaper access to snowboarding resorts. This is where
municipalities, school programs like ski/snowboard clubs,
and resorts themselves need to come into play towards
engaging a new youth demographic to ride. This also
marks an opportunity in that many young people simply
don’t know that there may be ways to get to resorts
inexpensively through a variety of programs. Obviously the
younger the age group the more transportation is an issue,
but all of these things can be addressed and have been
across the country in remarkably unique ways, including
bus programs, school clubs, resort shuttling services, and
car-pool campaigns.
This also illustrates the perception that snowboarding is
hard to learn. Unlike skateboarding, where the barrier to
entry is lower in terms of expense and access, there is also
the perception that it’s easier to learn. Snowboarding needs
to step-up in terms of spreading information and
communicating that it is a sport that can easily be learned
and that teachers or friends and family could be available
to teach them how to snowboard.
Having someone to teach them is especially important for
females who often have higher percentages that name this
as a reason why they don’t snowboard. In 2008, for
example, 23.4% of females said this compared with 15.2%
of males, however it is important for both.
Other aspects to note throughout the years are the idea
that If I had someone to go with would influence a
significant portion of the youth marketplace to learn to
snowboard.
The other important aspect to note is those who say
they would snowboard If I had someone to teach me.
With 27.2% of the youth marketplace in 2014 saying
that this would influence them means an incredible
market opportunity for growth. Camps, clinics, resort
information about snowboarding classes are of vital
importance towards attracting this demographic.
24
Which would influence you most towards getting you to Snowboard?
1. Easier and cheaper access to
snowboarding resorts
2. If I had someone to teach me
3. Cheaper equipment
4. If I had someone to go with
5. If it were easier to learn
6. If there were more people like
me snowboarding
7. Cheaper lift tickets
8. If I could rent equipment
2014
2008
2006
42.7%
35.4%
51.1%
27.2%
9.8%
9.2%
5.2%
21.6%
9.6%
11.4%
12.9%
--17.4%
7.2%
3.1%
3.3%
3.6%
1.5%
1.2%
3.6%
2.2%
4.7%
3.8%
25
60.0%
50.0%
40.0%
30.0%
2014
2008
2006
20.0%
10.0%
0.0%
Easier and If I had someone
cheaper access to teach me
to
snowboarding
resorts
Cheaper
equipment
If I had someone If it were easier If there were
to go with
to learn
more people like
me
snowboarding
Cheaper lift
tickets
If I could rent
equipment
26
If you could rent a snowboard, boots, and
bindings, how much would you be willing to
pay? (Those that want to learn to snowboard)
Macro Trends: Shifts from 2006 to 2014 illustrate that the
youth marketplace that is interested in learning to
snowboard is willing to pay less now than they did before
when it comes to renting a board, boots, and bindings. The
highest percentages in 2006 for renting equipment were
$30 at 16.1%, followed by $50 at 15.8%.
By knowing what the potential marketplace is willing to pay
for equipment rentals, resorts, brands, and organizations
can gain a sense of where the marketplace stands and
create strategies towards making rentals a realistic option
towards the growth of the sport.
In 2014, the highest percentage is $20 at 28.2%, followed
by $25 at 19.1%, and the overall rental price on average is
$32.
In 2006, females also have higher percentages that were
willing to pay either $30 or $50 for rentals. In 2014, males
have a slightly higher percentage of what they are willing to
pay for rental equipment at $33 compared with females at
$31.
By age groups, the rental averages are quite similar with
13-14-year-olds willing to pay more at $33 and 18-20-yearolds willing to pay the least at $31.
27
If you could rent a snowboard, boots, and bindings, how much would you be willing to pay?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
$20
$25
$50+
$30
$15
$40
$45
$35
$10
Less than $10
2014
28.2%
19.1%
18.2%
14.0%
8.1%
4.6%
3.1%
3.0%
1.3%
.4%
2006
13.4%
10.9%
15.8%
16.1%
5.5%
11.3%
5.8%
6.3%
14.7%
0%
28
If you could rent a snowboard, boots, and bindings, how much would you be willing to pay?
30.0%
25.0%
20.0%
15.0%
2014
2006
10.0%
5.0%
0.0%
$20
$25
$50+
$30
$15
$40
$45
$35
$10
Less than
$10
29
If you could rent snowboarding apparel
and accessories, how much would you
be willing to pay? (Those that want to
learn to snowboard)
Macro Trends: When it comes to renting snowboard
apparel and accessories, similar to the question about
renting equipment, there is also a decline in the amount
they are willing to pay from 2006 to 2014. In 2006, the
highest percentage they were will to pay was $20 at 18.7%,
whereas in 2014, 38% of the marketplace says they are will
to pay $10 for apparel and accessories. Those who are will
to pay $20 is only 14.7% of the marketplace.
In 2006, females had higher percentages that were will to
pay more for renting snowboard apparel and accessories
compared with males. This is still the case in 2014 with
females will pay $19 and males willing to pay on average
$18.
Generally, across all age groups in 2014, the average price
they are willing to pay for snowboard apparel and
accessories rentals is $19.
30
If you could rent snowboarding apparel and accessories, how much
would you be willing to pay?
1.
2.
3.
4.
5.
6.
7.
8.
$10
$20
$40+
$30
$5
$15
$25
$35
2014
38.0%
14.7%
11.2%
10.7%
9.0%
7.5%
6.5%
2.4%
2006
11.6%
18.7%
11.9%
12.7%
16.8%
10.8%
11.6%
6.0%
31
40.0%
35.0%
30.0%
25.0%
2014
20.0%
2006
15.0%
10.0%
5.0%
0.0%
$10
$20
$40+
$30
$5
$15
$25
$35
32
What do you think you could afford for a lift
ticket? (Those that want to learn to snowboard)
Macro Trends: In 2006, the highest percentages that
young people were willing to pay for a lift ticket was $25
with 15.4% of the marketplace, followed by $35 with 15.1%.
In 2014, the highest percentage is at $20 with 26.6% of the
marketplace, but an overall average of $41 for a lift
ticket.
One of the shifts since 2006 is that females are willing to
pay more for a lift ticket averaging $43 compared with
males willing to pay $37.
Younger demographics are also willing to pay more for a lift
ticket, averaging $42 among 13-17-year-olds and
decreasing to $39 among 21-25-year-olds.
Overall, when adding-up how much young people are
willing to pay for equipment rentals, apparel and accessory
rentals, and lift tickets, at $92 on average in 2014, it is
clear that this is far less than what it actually costs to
snowboard.
The
greatest
difference
between
perception of the marketplace and their willingness to
pay and the reality of cost, is with lift tickets. This
continues to be a serious factor.
33
What do you think you could afford for a lift ticket?
30.0%
$20
$30
$50
$75+
$25
$40
$60
$35
$45
$70
$55
$65
2014
26.6%
22.1%
15.8%
13.5%
10.4%
4.8%
2.7%
1.5%
1.1%
1.0%
.3%
.3%
2006
0%
13.1%
11.2%
3.8%
15.4%
12.3%
5.9%
15.1%
13.3%
1.8%
4.7%
3.3%
25.0%
20.0%
15.0%
2014
2006
10.0%
5.0%
0.0%
34
If you could go to a snowboarding camp,
what's the main reason you would go? (Those
that want to learn to snowboard)
Macro Trends: In 2006, the number one answer to this
question was I have no interest in attending a camp at
28.9%. In 2014, this response dropped significantly to
14.6% and ranked 4th. One of the greatest differences is
that going to a snowboard camp is seen as a Good time
with Friends now at 29.6% and the main reason young
people would want to go to camp in 2014 compared to
24.6% in 2006. The social aspects of a snowboard
camp are the main reasons young people want to
attend, followed by it being considered a Fun vacation at
17.7% in 2014, and to Travel to someplace new at 15.6%.
What is interesting is that often snowboard camps market
towards improvement in riding, learning new tricks, and
riding with Pros, but in reality, while these things are
important, they are not the most interesting aspects to
today’s youth marketplace that is interested in learning to
ride for attending a snowboarding camp.
Where the interesting differences come into play is looking
at the results by gender. Females still have more of an
interest in attending a snowboard camp than males, and
both name the main reason as being Good time with
friends. Fun vacation is also important to both genders with
relatively equal percentages in 2014, however the aspect of
Traveling to someplace new is more appealing to females
at 17.4% compared with 13% of males. In addition,
percentages have doubled for both genders in saying that
Travel to someplace new is an important consideration.
Therefore, the elements of travel and promoting travel
create an important market opportunity for snowboard
camps.
Getting better at the sport overall used to be higher among
males as a reason for attending a snowboarding camp, but
is now of equal importance by gender.
Finally, while Riding with Pros is often marketed within
snowboard camps, this is not one of the main reasons why
young people would attend.
Good time with friends is high across the board of all age
groups in 2014 as a reason why young people would
attend a snowboarding camp. Fun vacation tends to be
higher the older the age group which has stayed consistent
over the years. Travel to someplace new is now more
important across every age category, particularly 18-25year-olds.
Younger demographics name influences like Get better at
my sport overall and Learn new tricks, pipe moves higher
than older demographics.
35
By knowing what motivates young people to attend a snowboarding camp by specific target markets, and over the years, it’s
clear that changes have taken place within youth culture. First, more people are interested in attending a snowboarding
camp, and influences such as social aspects and good times with friends are highly important followed by it
considered being a fun vacation and the interest in traveling to someplace new.
36
If you could go to a snowboarding camp, what's the main reason you would go?
1.
2.
3.
4.
5.
6.
7.
8.
9.
Good time with friends
Fun vacation
Travel to someplace new
I have no interest in attending
a camp
Get better at my sport overall
Learn new tricks, pipe moves
Ride with Pros
Friend/Family recommended it
Other
2014
29.6%
17.7%
15.6%
2006
24.6%
17.5%
7.4%
14.6%
28.9%
12.9%
5.3%
2.0%
1.6%
.6%
9.4%
6.5%
1.6%
.7%
3.6%
37
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
2014
5.0%
2006
0.0%
38
If you could change one thing about
snowboarding, what would you change?
(Current Snowboarders)
Macro Trends: Among those who snowboard, Price
continues to be the main factor that young people wish
could be changed about snowboarding. In 2006, Price was
at 55.6% and in 2014, it’s risen to 69.1%. This is clearly
one of the greatest problems with snowboarding and
getting people interested in the sport.
What is interesting about 2006 to 2014, is that the next
thing young people would change about snowboarding is
People’s attitudes who don’t ride but the percentages have
dropped from 18.5% in 2006 to 11.9% in 2014. This is
followed by People’s attitudes who ride which dropped from
16% in 2006 to 8.8% in 2014.
Percentages for resorts however, in terms of one thing
about snowboarding that they would like changed have
remained the same at 4.6%.
In 2014, there are interesting characteristics to note by
gender. Females have much higher percentages that feel
People’s attitudes who don’t ride should change at 14.3%
compared with 9.2% of males. This is something to note.
Females also have higher percentages that say People’s
attitudes who ride at 9.7% compared with 7.7% of males.
Generally, people’s attitudes about the sport are more
of an influencing factor among females and primarily
15-17-year-olds.
Price is a factor across all age groups but peaks in 2014
among 21-25-year-olds at 76.6% of this age group.
People’s attitudes who don’t ride and who ride are highest
among 15-17-year-olds which is an interesting trait. The
greatest aspect for change when it comes to resorts is
among older age groups in 2014, peaking to 5.3% among
21-25-year-olds. However in 2006, is was 13-14-year-olds
who said resorts needed to change the most. Clothing and
gear tend to rank higher among younger demographics
than older when it comes to things that need to change in
2014.
In 2006, females had higher percentages at 57.1%
compared with 53.7% that said Price is what they would
like changed. Now, in 2014, males have higher
percentages about Price at 72.9% compared with 65.6% of
females. However Price is an issue for both genders when
it comes to snowboarding.
39
If you could change one thing about snowboarding, what would you change?
1. Price
2. People's attitudes who don't
ride
3. People's attitudes who ride
4. The resorts
5. The clothing
6. The gear
7. Snowboarding Events
8. Other
2014
69.1%
2006
55.6%
11.9%
18.5%
8.8%
4.6%
1.6%
1.5%
1.3%
1.3%
16.0%
4.6%
1.4%
.8%
2.2%
.8%
40
80.0%
70.0%
60.0%
50.0%
40.0%
2014
2006
30.0%
20.0%
10.0%
0.0%
Price
People's
People's
attitudes who attitudes who
don't ride
ride
The resorts
The clothing
The gear
Snowboarding
Events
Other
41
What concerns you most about snowboarding
in the future? (Current Snowboarders)
Macro Trends: Among those who snowboard, the
expensive costs of the sport are the number one concern
that young people have about snowboarding’s future and
this has increased from 31.6% in 2006 to 40.8% in 2014.
As seen with the results to the previous questions
about how much youth demographics would be willing
to pay for rentals, tickets, gear, it’s clear that cost, and
the perception of high costs, is one of the greatest
inhibiting factors to the sport.
What is also important to note is that Weather/Snowfall
(Climate Change) is now the second highest concern
in 2014 that young people have about the future of
snowboarding. This reveals the greater awareness about
global climate change across youth culture, and as we’ve
seen in our other reports, has become an important issue
within their lifestyles. However for the snowboarding
industry, issues of global climate change can be a rallying
point across many different industries, resorts, and
organizations. We will have more on this in Phase 3 of the
research program.
Getting better now ranks 3rd in 2014, followed by Availability
of the sport in terms of location. Diversity and access
issues are also important topics across youth culture and
obviously also among those interested in snowboarding.
Lower on the radar, Events for Amateurs and the Olympics
have both increased as a future concern about the sport of
snowboarding.
Males have higher percentages that are concerned about
the Expensive costs of the sport, peaking to 46.2% in 2014
from 33.5% in 2006. However both genders’ percentages
have increased regarding their concerns about the expense
of the sport of snowboarding. Weather/Snowfall (Climate
Change) is higher among females in 2014 as well as
Getting better. Expense of the sport is of greatest concern
across all age groups, but peaks among 21-25-year-olds.
Also, it’s important to note that younger demographics
usually have support from their parents’ who are paying for
their activities. The age demographics where the Expense
of the sport has increased the most is among 13-14-yearolds and 21-25-year-olds, which should be noted.
Weather/Snowfall (Climate Change) is highest among 1820-year-olds in 2014 at 21.5% of this age group. However
this concern is 2nd highest across the board for all ages.
Getting better is highest among 15-20-year-olds which has
shifted from the youngest demographics naming this much
higher in 2006. Availability of the sport in terms of location
peaks among 18-20-year-olds at 12.1% in 2014. Finally,
The Olympics as a concern for the future of sport tends to
be higher the younger the age group, which may represent
a disconnect between the Olympics and younger
demographics.
42
What concerns you most about snowboarding in the future?
2014
2006
1.
Expensive costs of the sport
40.8%
31.6%
2.
Weather/Snowfall (Climate Change)
3.
4.
Getting better
Availability of the Sport in terms of location
(getting to t
People's attitudes to the sport
20.0%
17.3%
19.7%
26.5%
10.5%
10.4%
2.7%
2.1%
3.3%
1.2%
2.0%
1.6%
1.6%
1.4%
1.2%
.3%
.9%
.7%
3.4%
.5%
5.
6.
7.
8.
9.
10.
11.
Events for Amateurs
Availability of the Sport in terms of greater
variety of peo
Gear for getting better
The Olympics
Other
Events for Pros
43
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
2014
0.0%
2006
44
What do you think needs the most
improvement in gear? (Current Snowboarders)
Macro Trends: Unlike the results to this question and
downhill skiing, when it comes to snowboarders, the
number one response is that there is no need for
improvement in gear at 25.3% in 2006 and at 22.8% in
2014. But for both years, the gear that they believe needs
the most improvement is Bindings, and this has
increased as a concern in 2014. Bindings, actually, are
often complained about the most when it comes to
snowboarding and despite all of the various evolutions,
from buckles and laces, to step-ins, back to buckles and
straps, there is still a great deal of discontent with
snowboard bindings.
Boots now rank in 2nd in 2014 at 13.1%, followed by Gloves
at 10%. Interestingly, Boards rank lower on the radar and
about the same since 2006.
The greatest shifts in gear improvements mentioned is that
females now rank Bindings much higher than males at
20.4% compared with 15.4% of males. However both
genders rank Bindings and then Boots as the top 2 things
needing improvement. Gloves have dropped for both but
are slightly higher among females. The other important
differences to not are the females still have higher
percentages that think Apparel needs improving, now
up to 10% compared to only 5.9% of males naming
Apparel. This illustrates the need for improvement, but
also a market opportunity for brands to meet the needs of
young female riders with apparel towards attracting a
greater marketshare. Other differences to note are with
Goggles which males name as needing improvement at
7.7% compared with only 4.9% of females.
When comparing the results by age groups, 18-20-yearolds actually name Bindings as needing the most
improvement in higher percentages at 21.2% above saying
None at 20%. Bindings are clearly in most need of
improvement from a youth perspective, but among 21-25year-olds, Boots are higher at 15.9% followed by Bindings
at 14.4% in 2014.
Gloves are another aspect to note by age groups in that
15-17-year-olds clearly think they need improvement at
12% of this age group, more so than Boots at 11% in 2014.
Boards and Helmets are both higher among 18-20-yearolds in 2014, whereas in 2006, both peaked among 13-14year-olds.
By knowing which target demographic says gear needs the
most improvement, brands can make adjustments or
determine applicable marketing strategies around these
specific concerns. However it can be said that Bindings
remain the biggest hurdle for gear in terms of improvement
and 18-20-year-olds find them needing improvement the
most. Females continue to feel Apparel needs
improvement.
45
What do you think needs the most improvement in gear?
1.
2.
3.
4.
5.
6.
7.
8.
9.
None
Bindings
Boots
Gloves
Apparel
Helmets
Boards
Goggles
Snowboard
Luggage
10. Backpacks
2014
22.8%
18.0%
13.1%
10.0%
8.0%
7.7%
6.8%
6.2%
2006
25.3%
14.7%
12.1%
14.4%
8.7%
4.6%
6.6%
5.2%
5.1%
5.5%
2.2%
3.0%
46
30.0%
25.0%
20.0%
15.0%
2014
2006
10.0%
5.0%
0.0%
None
Bindings
Boots
Gloves
Apparel
Helmets
Boards
Goggles Snowboard Backpacks
Luggage
47
Part Two: Downhill Skiing Lifestyle
Questions: 2014
48
Part Two: Downhill Skiing Lifestyle Questions: 2014
If you could change one thing about downhill
skiing, what would you change? (Current
Skiers)
Macro Trends: Price overall continues to be the number
one aspect that young people ages 13-25-years-old across
the United States would like changed at 54.8%. This is
similar to snowboarding. Clearly this is the main hurdle for
young people getting into the sport.
However there are other aspects that are also affecting
youth culture and their perceptions of downhill skiing as well.
First, is People’s attitudes who don’t ski which is at 15.6%
and named as the 2nd most important change they wish to
make about downhill skiing. This drops to People’s attitudes
who do ski at 9.3%. What’s interesting about both of these
results is that perceived attitudes around the sport are
affecting the like-able aspects of downhill skiing as an
activity.
Gear comes in at 7.8% followed by Resorts at 5.6%,
Clothing at 4.2%, and Skiing Events at 2.6%. Basically,
those lower on the radar such as Clothing and Events are
not big issues needing change according to the youth
marketplace, but there are interesting differences to note
when it comes to gender and age groups and perceptions of
change regarding Resorts, Gear, and Attitudes.
First, Price is the number one aspect that both genders
would change about downhill skiing but it’s higher among
males at 61% compared with 51.7% of females. This marks
a significant difference in that things such as People’s
attitudes who don’t ski and attitudes of those that do ski are
more of a concern to females than males. What ranks 3rd for
males is gear at 8.3% which is higher than People’s
attitudes of those who ski. Resorts, Clothing, and Events are
all higher among females as things they would change about
downhill skiing.
The most distinct differences within the results to this
question are when comparing age groups. This is where the
most insight information lies as it’s clear that certain age
groups would prefer to change certain aspects of downhill
skiing more so than others. First, Price is high across the
board, but peaks as the main thing young people would
change among 21-25-year-olds at 64% of this age group.
Ironically, Price is not as high among 18-20-year-olds which
tends to be among the most price-sensitive in general as
this age group is first encountering being away from home
and/or having to pay for their own lifestyles.
People’s attitudes who don’t ski is highest among 18-20year-olds at 19.3% and clearly ranks as an important aspect
that they would change within downhill skiing, especially, for
example, compared with 13-14-year-olds at only 9.1% of this
age group. People’s attitude who ski tend to be of greater
concern among 13-14-year-olds at 11.1% of this age group.
Other interesting aspects to note are that Gear is an
important aspect that 15-17-year-olds would change
49
when it comes to downhill skiing, peaking at 10.2% of this
age group. It’s more of a concern to them than People’s
attitudes who ski.
Resorts are something that 18-20-year-olds tend to rank
highest at 7.5% of this age group, which is important to note.
This is the challenging age group for Resorts, but can also
represent a market opportunity now that they know this age
group is most interested in them changing current aspects.
Finally, Clothing is clearly of greater concern and in
need of change when it comes to younger age
demographics, peaking among 13-14-year-olds at 9.1%
of this age group compared with only 2.8% of 21-25-yearolds. Once again, this illustrates a market opportunity as
change can also mean an opening for attracting more
participants to the lifestyle of the sport.
50
2014:
If you could change one thing about downhill skiing, what would you change?
Price
People’s
attitudes
who don’t ski
People’s
attitudes
who ski
The gear
The resorts
The clothing
Skiing Events
54.8%
2%
15.6%
6%
Price
4%
People’s attitudes who
don’t ski
8%
9.3%
ski
The gear
9%
55%
7.8%
5.6%
4.2%
2.6%
16%
The resorts
The clothing
Skiing Events
51
2014:
Price
People’s
attitudes who
don’t ski
People’s
attitudes who
ski
The gear
The resorts
The clothing
Skiing Events
Male Female
61.0%
51.7%
13.5%
16.7%
7.7%
10.2%
8.3%
5.2%
2.8%
1.5%
7.6%
5.9%
4.9%
3.1%
Price
People’s
attitudes
who don’t
ski
People’s
attitudes
who ski
The gear
The resorts
The clothing
Skiing
Events
13-14
55.6%
15-17
52.1%
18-20
51.5%
21-25
64.0%
9.1%
16.0%
19.3%
12.3%
11.1%
8.4%
10.2%
8.5%
6.1%
5.1%
9.1%
10.2%
5.1%
4.8%
6.6%
7.5%
3.0%
6.6%
3.8%
2.8%
4.0%
3.3%
1.8%
1.9%
52
2014:
70.0%
60.0%
50.0%
40.0%
13-14
15-17
30.0%
18-20
21-25
20.0%
10.0%
0.0%
Price
People’s
attitudes who
don’t ski
People’s
attitudes who
ski
The gear
The resorts
The clothing
Skiing Events
53
What concerns you most about downhill skiing
in the future? (Current Skiers)
Macro Trends: While obviously the Expensive costs of the
sport are the greatest concerns among youth culture in the
United States when it comes to downhill skiing in the future
at 39.6%, there are other concerns, when the percentages
are added up, that make up for a larger portion than
expense of the sport alone. Understanding these concerns
means that the industry and those associated with the
lifestyle of sport of downhill skiing can address such
concerns and utilize these passions towards re-aligning with
today’s new, tech-savvy, and clearly environmentally
concerned youth marketplace.
As we’ve noted within the snowboarding historical results of
this Report, Weather/Snowfall (Climate Change) is of
great concern. This is also true when it comes to the future
of downhill skiing, ranked 2nd overall at 17.9%.
Environmental concerns also tend to rank higher among
females, which is true here with 19.8% of females naming
Weather/Snowfall
and
14.1%
of
males
naming
Weather/Snowfall. The future of the sport is connected to
concerns about global climate change within today’s youth
marketplace.
at 4.9%, and Availability in terms of greater variety of people
involved in the sport at 3.6%. This brings to light issues of
diversity, which is much higher among 13-20-year-olds than
21-25-year-olds. This also matches the changes in the U.S.
Census and ethnicity.
Other aspects to note is that Events for Amateurs are of
greater concern at 3% compared with the Olympics at .9%
when it comes to the future of downhill skiing. Obviously
greater attention to the amateur scene is needed rather than
the Olympic Movement in which skiing during the Winter
Games dominates.
Generally, Expense of the sport is of higher concern among
males and reflected here again at 43.4% of males compared
with 37.6% of females. As noted, Weather/Snowfall (Climate
Change) is an important concern for both genders, but
higher among females, as well as Getting better which is
far more important for females at 17.3% compared with
11.9% of males. Mapping one’s progression and improving
is important to young females. Availability of the sport in
terms of location, People’s attitudes to the sport, and
Availability of the sport in terms of greater variety of people
are higher among males, whereas Events for Amateurs is of
greater concern among females. This represents interesting
characteristics and target market opportunities.
This drops to concerns about Getting better at 15.5%,
Availability in terms of location at 12.3%, People’s attitudes
54
The interesting correlations come when looking at the
results by age groups. First, the Expensive costs of the sport
increases the older the age group, peaking among 21-25year-olds at 48.6% of this age group compared with 32.7%
of 13-14-year-olds. This is because younger demographics,
while concerned about the costs, often have their parents
paying for their activities.
greater opportunities to get better at the sport,
availability in terms of access and diversity of people,
and opportunities for amateurs. The expense, however,
rules across the board, but when tackled in combination with
other factors, brands and industries within the sport can see
the potential hurdles and opportunities for change towards
attracting a new youth marketplace.
Weather/Snowfall (Climate Change) is of greatest concerns
among 18-20-year-olds at 19% of this age group, followed
closely by 13-14-year-olds at 18.8% of this age group.
However this is a concern that is 2nd highest overall across
the board.
Getting better is of great concern among 13-14-yearolds at 19.8% of this age group, indicating the
importance and market opportunity of skiing camps
(see also the camps results).
Other things to note when it comes to concerns about the
future of downhill skiing is that younger people are more
effected by People’s attitudes to the sport, Availability of the
sport in terms of greater variety of people, and Events for
Amateurs.
By knowing the top concerns of downhill skiing by gender
and age groups, it’s clear where things are headed and
how the industry needs to adjust certain factors such
as attention to climate change as a rallying point,
55
2014:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
What concerns you most about downhill skiing in the future?
Getting better
(getting to the mountain)
People’s attitudes to the sport
variety of people
Events for Amateurs
The Olympics
Events for Pros
39.6%
17.9%
15.5%
12.3%
4.9%
3.6%
3.0%
1.5%
.9%
.8%
56
2014:
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
57
2014:
Getting better
Availability of the Sport in terms of
location (getting to the mountain)
greater variety of people
Events for Amateurs
The Olympics
Events for Pros
Male
43.4%
14.1%
11.9%
Female
37.6%
19.8%
17.3%
14.1%
11.4%
6.4%
4.1%
4.6%
3.1%
2.1%
1.5%
.9%
.9%
3.4%
1.6%
.9%
.8%
58
2014:
13-14
15-17
18-20
21-25
32.7%
36.3%
39.3%
48.6%
18.8%
17.7%
19.0%
15.9%
Getting better
(getting to the mountain)
19.8%
15.5%
16.0%
12.5%
10.9%
12.8%
12.4%
12.0%
6.9%
6.4%
4.5%
1.9%
variety of people
4.0%
4.0%
4.2%
1.9%
Events for Amateurs
The Olympics
Events for Pros
3.0%
2.0%
1.0%
1.0%
3.4%
1.5%
1.2%
1.2%
2.7%
1.2%
.6%
.0%
2.9%
1.9%
1.0%
1.4%
59
2014:
60.0%
50.0%
40.0%
30.0%
20.0%
13-14
10.0%
15-17
18-20
0.0%
21-25
60
What do you think needs the most improvement
in gear? (Current Skiers)
Macro Trends: Boots are the item young people believe
most need improvement when it comes to downhill skiing at
25.4%. Interestingly however is the relatively high
percentage among those that think there is no need for
improvement in gear with None at 21.9%.
This drops significantly to Apparel at 9%, followed closely by
Gloves at 8.6% and Skis at 8.2%. Unlike the snowboarding
rankings where Bindings rank extremely high as the gear
needing most improvement, Bindings rank relatively low
when it comes to the youth market and downhill skiing.
group, the higher the percentages that think Apparel
needs improvement, and another correlation that the
younger the age group, the higher that they name
Helmets as needing improvement. Skis and Gloves are
highest among 18-20-year-olds which also stand out as an
interesting trait in downhill skiing and gear improvement
perceptions by age groups.
Overall, by understanding where each target market
believes gear needs the most improvement, manufacturers,
resorts, rental operations, and the industry as whole can see
where gear needs the most improvement towards attracting
certain demographics.
There are some distinct differences to note when it comes to
the results by gender. First, Boots are the #1 item listed as
needing the most improvement with 30.7% of males and
22.6% of females, but females have higher percentages that
say None at 22.5% compared with 20.8% of males. Males
rank Skis and Bindings higher for needing improvement,
whereas females rank Apparel, Gloves, Helmets, Goggles,
Ski Luggage, and Backpacks (in that order) higher than
males.
By age groups, improvement in gear illustrates some
interesting traits. First, Boots are high across the board, but
peak among 15-17-year-olds who say Boots need the most
improvement. There is a correlation that the older the age
61
2014:
Boots
25.4%
None
21.9%
Apparel
9.0%
Gloves
8.6%
Skis
8.2%
Helmets
7.8%
Bindings
6.7%
Goggles
6.5%
Ski
4.7%
Luggage
Backpacks 1.3%
30.0%
25.4%
25.0%
21.9%
20.0%
15.0%
10.0%
9.0% 8.6%
8.2% 7.8%
6.7% 6.5%
4.7%
5.0%
1.3%
0.0%
62
2014:
Boots
None
Apparel
Gloves
Skis
Helmets
Bindings
Goggles
Ski
Luggage
Backpacks
Male Female
30.7%
22.6%
20.8%
22.5%
7.8%
9.6%
6.9%
9.4%
9.9%
7.3%
6.6%
8.4%
6.9%
6.5%
6.3%
6.5%
3.0%
5.6%
.9%
1.5%
35.0%
30.0%
25.0%
20.0%
Male
15.0%
Female
10.0%
5.0%
0.0%
63
2014:
Boots
None
Apparel
Gloves
Skis
Helmets
Bindings
Goggles
Ski Luggage
Backpacks
13-14
22.9%
19.0%
7.6%
7.6%
4.8%
13.3%
8.6%
8.6%
4.8%
2.9%
15-17
27.7%
21.7%
8.0%
8.6%
7.7%
9.2%
5.7%
6.0%
3.9%
1.5%
18-20
24.0%
20.4%
8.7%
11.7%
9.6%
6.3%
7.5%
6.3%
4.8%
.9%
21-25
25.1%
26.0%
11.6%
4.2%
8.4%
5.1%
6.0%
6.5%
6.0%
.9%
64
2014:
30.0%
25.0%
20.0%
13-14
15.0%
15-17
18-20
21-25
10.0%
5.0%
0.0%
Boots
None
Apparel
Gloves
Skis
Helmets
Bindings
Goggles
Ski
Backpacks
Luggage
65
Part Three: Lifestyle Associations of Youth
Marketplace to the Following Snowboarding and
Downhill Skiing Genres: Comparing Results from
2012 and 2014
66
Part Three: Lifestyle Associations of Youth Marketplace to the Following
Snowboarding and Downhill Skiing: Comparing Results from 2012 and 2014
In order to gain perspective on where various subcultures of
snowboarding and skiing rank within youth culture’s
lifestyles, we asked 13-25-year-olds when it comes to the
following “playgrounds” which do they associate with the
most. The respondents could name more than one
association. In addition, it’s important to point out that young
people often do associate themselves with certain
subcultures even if they don’t necessarily participate in the
sport often. They may still like to wear the apparel, footwear,
and accessories of a sporting genre, or associate with the
pros within a certain sport and therefore feel it is a part of
their lifestyle.
It is also important to note that the playground listings
included many different things, including other sports in
general. In 2014, other sports, particularly certain
subcultures of action sports, are higher on the radar than
snowboarding, and in particular, skiing. There have been
shifts in that a new generation of young people are
looking at action sports differently, as we’ve tracked for
the past 14 years, but even more so in just the past 2 years.
Overall, in 2012 the highest ranking lifestyle association
when it comes to snowboarding and skiing is Snowboard Big
Mountain/Freeride at 12.6%. This tends to be high across
the board, followed by other subcultures within
snowboarding such as Snowboard Halfpipe at 11.5%,
Snowboard Big Air at 10.4%, and Snowboard Slopestyle at
10.3%.
The highest ranking skiing association is Ski Jumping/Flying
at 4.2%, then Alpine Skiing Downhill at 2.6% and Freeskiing
Big Mountain/Freeride at 2.4%. Snowboarding in 2012 as a
whole was more popular than the subcultures of skiing
among the youth marketplace of 13-25-year-olds.
Females and males bother ranked Snowboard Big
Mountain/Freeride highest. The greatest difference is that
skiing such as Ski Jumping/Flying and Alpine Skiing
Downhill ranked slightly higher among females than males.
In 2012, Snowboard Big Mountain/Freeride peaked among
18-20-year-olds at 13.9% followed by 15-17-year-olds at
13.1%. Halfpipe increased the older the age group, which
illustrates in 2012 the decline in popularity and association
of pipe among a new generation of riders. This is similar with
Big Air.
In comparison to the lifestyle associations in 2014,
Snowboard Big Mountain/Freeride is still highest overall
at 9.8% but has dropped in terms of lifestyle association
by young people. This is followed by Snowboard
Slopestyle at 8.5% which is lower than in 2012, but in terms
of ranking, is higher in 2014. Slopestyle is a genre to watch.
This is also because of the introduction of sport in the
Olympics and increased coverage of slopestyle riders. What
has clearly dropped is Snowboard Halfpipe at 7.4% which is
down from 11.4% in 2012 and ranked in 3rd in 2014 as a
lifestyle association. Big air has also dropped.
67
Part Three: Lifestyle Associations of Youth Marketplace to the Following
Snowboarding and Downhill Skiing: Comparing Results from 2012 and 2014
Snowboard Rail riding is a subculture that is interesting as
well. In 2012, is was at 7.6% and ranked 5th overall. In 2014,
it is at 4.5% and still ranked in 5th. There is a strong
association here among males at 5.6% compared with 3.7%
of females. However the top 4 snowboarding subcultures all
rank relatively high for both genders, especially Slopestyle
which ranks virtually the same for both.
What is also quite telling is that many of the subcultures
associated with skiing rank lower in 2014. Ski
Jumping/Flying is at 2.9% in 2014 and Alpine Skiing
Downhill is at 2.4%. Freeskiing Big Mountain/Freeride ranks
3rd within skiing at 1.7%.
In 2012, they mostly peaked among 15-20-year-olds.
This should be a concern for the industry. The other
obvious concern is the fact that percentages have dropped
from 2012 to 2014 in terms of snowboarding and skiing
subcultures ranking as high in terms of lifestyle associations.
There are many reasons for this, which we will explore in the
next two Phases of the Snowboarding and Skiing Research
Program 2014. However for now, the results quantify the
shift in perceptions and associations of a new youth culture
marketplace.
An interesting characteristic is that Ski Jumping/Flying
continues to rank higher among females than males, as well
as Alpine Skiing Downhill and Freeskiing Big
Mountain/Freeride.
In 2014, other differences to note are that while Snowboard
Big Mountain/Freeride ranks highest overall, it peaks among
18-20-year-olds at 11.4% and tends to be higher among
older age groups. Snowboard Slopestyle actually ranks as
the #1 lifestyle association for 13-14-year-olds at 5.1%,
ahead of Snowboard Big Mountain/Freeride at 4.8%.
In general, most of the top subcultures of snowboarding
rank higher among older demographics than younger.
68
Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill
Skiing Genres: Comparing Results from 2012 and 2014
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
Snowboard Big Mountain/Freeride
Snowboard Slopestyle
Snowboard Halfpipe
Snowboard Big Air
Snowboard - Rail riding
Snowboard Cross
Snowboard Alpine Slalom
Ski Jumping/Flying
Alpine Skiing Downhill
Freeskiing Big Mountain/Freeride
Freeskiing Back Country Freestyle
Freeskiing Big Air/Slopestyle
Freeskiing Halfpipe
Skiercross
Alpine Skiing Super G
Alpine Skiing Giant Slalom
2014
9.8%
8.5%
7.4%
5.9%
4.5%
3.8%
3.0%
2.9%
2.4%
1.7%
1.5%
1.3%
1.2%
.9%
.9%
.8%
2012
12.6%
10.3%
11.5%
10.4%
7.6%
5.3%
4.8%
4.2%
2.6%
2.4%
2.0%
2.1%
2.0%
1.3%
1.4%
1.2%
69
Skiing Genres: Comparing Results from 2012 and 2014
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2014
2.0%
2012
0.0%
70
Skiing Genres: 2012
1. Snowboard Big
Mountain/Freeride
2. Snowboard Halfpipe
3. Snowboard Big Air
4. Snowboard Slopestyle
5. Snowboard - Rail riding
6. Snowboard Cross
7. Snowboard Alpine Slalom
8. Ski Jumping/Flying
9. Alpine Skiing Downhill
10. Freeskiing Big
Mountain/Freeride
11. Freeskiing Big Air/Slopestyle
12. Freeskiing Back Country
Freestyle
13. Freeskiing Halfpipe
14. Alpine Skiing Super G
15. Skiercross
16. Alpine Skiing Giant slalom
12.6%
11.5%
10.4%
10.3%
7.6%
5.3%
4.8%
4.2%
2.6%
2.4%
2.1%
2.0%
2.0%
1.4%
1.3%
1.2%
Snowboard Big
Mountain/Freeride
Snowboard Halfpipe
Snowboard Big Air
Snowboard Cross
Ski Jumping/Flying
Freeskiing Big
Mountain/Freeride
Freeskiing Back Country
Freestyle
Freeskiing Halfpipe
Skiercross
Alpine Skiing Giant slalom
Female
Male
11.3%
13.8%
10.4%
9.5%
9.6%
6.6%
4.8%
4.7%
4.6%
2.8%
12.6%
11.3%
11.0%
8.6%
5.9%
5.0%
3.8%
2.4%
1.9%
2.9%
1.5%
2.6%
1.6%
2.5%
1.7%
1.2%
1.0%
1.0%
2.3%
1.7%
1.6%
1.5%
71
Skiing Genres: 2012
Snowboard Halfpipe
Snowboard Big Air
Snowboard Cross
Ski Jumping/Flying
Freeskiing Halfpipe
Skiercross
Alpine Skiing Giantslalom
13-14
8.4%
7.6%
7.0%
6.9%
6.2%
3.7%
3.4%
3.4%
2.2%
1.3%
1.1%
2.2%
1.4%
1.0%
.8%
.7%
15-17
13.1%
10.1%
9.7%
10.0%
7.3%
5.0%
5.1%
5.0%
2.5%
2.5%
2.0%
1.7%
1.5%
1.5%
1.2%
1.1%
18-20
13.9%
13.0%
11.1%
11.9%
8.3%
6.1%
5.2%
4.2%
3.0%
2.6%
2.4%
2.3%
2.4%
1.6%
1.6%
1.6%
21-25
11.9%
13.5%
12.3%
10.2%
7.7%
5.6%
4.6%
3.4%
2.3%
2.5%
2.2%
2.0%
2.5%
1.3%
1.0%
1.3%
72
Skiing Genres: 2012
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
13-14
4.0%
15-17
2.0%
18-20
21-25
0.0%
73
Skiing Genres: 2014
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
Snowboard Halfpipe
Snowboard Big Air
Snowboard Cross
Ski Jumping/Flying
Freeskiing Halfpipe
Skiercross
9.8%
8.5%
7.4%
5.9%
4.5%
3.8%
3.0%
2.9%
2.4%
1.7%
1.5%
1.3%
1.2%
.9%
.9%
.8%
74
Skiing Genres: 2014
Snowboard Halfpipe
Snowboard Big Air
Snowboard Cross
Ski Jumping/Flying
Freeskiing Halfpipe
Skiercross
Male
11.3%
8.6%
7.5%
6.4%
5.6%
4.3%
3.6%
2.2%
2.1%
1.6%
1.4%
1.4%
1.3%
.9%
1.0%
1.0%
Female
8.7%
8.5%
7.3%
5.4%
3.7%
3.4%
2.6%
3.4%
2.6%
1.8%
1.6%
1.2%
1.2%
.8%
.8%
.7%
75
Skiing Genres: 2014
Snowboard Halfpipe
Snowboard Big Air
Snowboard Cross
Ski Jumping/Flying
Freeskiing Halfpipe
Skiercross
13-14
4.8%
5.1%
4.2%
2.7%
2.4%
1.6%
1.5%
2.7%
1.9%
1.7%
.8%
.8%
.6%
.6%
.4%
.4%
15-17
9.4%
8.2%
6.6%
4.9%
4.2%
3.6%
2.8%
3.4%
2.7%
1.7%
1.4%
1.2%
1.0%
.8%
.8%
1.0%
18-20
11.4%
9.4%
8.2%
6.5%
4.5%
4.4%
3.1%
2.9%
2.9%
2.0%
2.0%
1.6%
1.5%
1.1%
1.3%
1.0%
21-25
11.0%
9.6%
9.0%
7.7%
6.1%
4.5%
3.9%
2.4%
1.7%
1.5%
1.4%
1.3%
1.5%
.9%
.8%
.8%
76
Skiing Genres: 2014
12.0%
10.0%
8.0%
6.0%
13-14
4.0%
15-17
18-20
2.0%
21-25
0.0%
77
Part Four: The Digital Lifestyle of those who
snowboard verse those most interested in
learning to snowboard.
In this part, we take a look at results among 13-25-year-olds across the United States regarding key factors that make-up
what we call the “digital lifestyle” of youth culture. This is a demographic that is generationally at ease with smart phones,
touch screens, gaming consoles, digital cameras and social networking platforms, which makes technology and electronic
devices a key part of their personal identity, communication patterns, and lifestyle.
What’s also interesting is that because today’s youth culture are the ones driving the speed of change when it comes
to new technology, they often use various features in electronics in ways that manufacturers may not have
necessarily first intended. The greatest example is using mobile phones for texting rather than actually calling. Another is
using an iPod touch for texting and video chat (Skype) when in a Wi-Fi area and skipping right over even having a mobile
phone or cell plan at all.
Technology and how it fits within this demographics’ lifestyles are not only key aspects for effectively reaching youth culture
today, but also for all markets interested in knowing their future consumer. This is one reason why more brands are looking to
youth culture insights for trend forecasting than ever before. It is their digital lifestyle that is having a massive influence on the
way brands and organizations need to do business. We are already seeing more of this connection between wearable
technology and winter sporting gear, but also shifts in entertainment patterns, music, gaming, and sports.
78
Part Four: The Digital Lifestyle of those who snowboard verse those most
interested in learning to snowboard.
By knowing where a young person is spending their time, brands can create strategies that integrate with those
activities that mean the most to targeted markets. The difference with today’s tech-savvy generation is because they
have greater access to information and communication, trends are coming from the bottom-up rather than the top down. If
you are not where the market is located, don’t expect the market to come to you. Not when they have so many choices
at their disposal. They also have very regimented schedules and have more options than ever before to do their own thing
and create their own entertainment and activities.
For some more traditional brands, organizations, and resorts, this can be a challenging idea to consider. Today, if you build it,
they may not come. And they may just build their own solutions anyway. If you push it, there may be brand backlash, which
makes knowing what activities are most important to the marketplace and how they spend their time--most importantly, within
their digital lifestyles.
What is notable are the distinctions by age groups when it comes to digital lifestyles. Technology if often used in different
ways depending on the person’s age, and it’s here were “generation gaps” within this generation can be seen. For
example, the way 13-14-year-olds use technology for communication can be very different than a 21-year-old. This is also
evident within this section between snowboarders and those most interested in learning to snowboard. Those most
interested in learning to snowboard are leading trends when it comes to social networking patterns rather than
today’s current youth demographic of snowboarders.
79
How many hours per day do you do the
following activities?
the only result within this series where snowboarders
spend slightly more time than those who most want to
learn to snowboard.
Macro Trends: Within this series of questions, we ask 1325-year-olds who snowboard and are most interested in
learning to snowboard, how many hours per day they
participate in the following activities. Overall, it’s apparent
that young people multi-task and are engaged in many
digital activities at the same time.
Generally, as noted in many of the results to this question,
those that want to learn to snowboard spend a great deal
of time and engage in a variety of social networks more so
than snowboarders which indicates a marketing and
branding opportunity to gain new riders.
The greatest number of hours they spend are Online, with
those who want to learn to snowboard spending more
time per day online at 5.2 hours compared with
snowboarders who spend 4.9 hours. This is followed
closely to spending time on one’s Mobile phone with those
who want to learn spending slightly more time at 4.6 hours
compared with snowboarders spending 4.4 hours.
Spending time each on Social Networks is also important
averaging 3.8 hours with those that want to learn and 3.4
hours with those who snowboard. Watching online videos
is clearly important to both sets of demographics which is
also where snowboarding can introduce and attract those
that most want to learn to snowboard as they already
watch 2.3 hours of online videos. Playing video games is
80
How much time per day do you spend…?
Online
On your mobile
phone
On social
networks
Watching online
videos
Playing video
games
Snowboarders Want to learn
4.9 hrs.
5.2 hrs.
4.4 hrs.
4.6 hrs.
3.4 hrs.
3.8 hrs.
2.1 hrs.
2.3 hrs.
1.8 hrs.
1.7 hrs.
81
Which of the following activities have you
done in the past 6 months?
Macro Trends: By tracking online advertising interaction
and purchasing patterns, the results reveal that both
snowboarders and those who want to learn to snowboard
tend to use giftcards for purchases often while also
utilizing online purchasing opportunities such as PayPal,
Amazon, and eBay, as well as their mobile phone. This
means that having an m-commerce strategy in place as
well as ecommerce is vitally important to today’s youth
demographic. Giftcards are also key purchasing tools.
However it’s snowboarders that tend to participate in
online shopping locations, giftcards, and especially on
their mobile phones more so than those that want to learn
to snowboard.
The lowest is purchasing a produce from an ad on
Facebook. This also corresponds to the questions about
social networking usage patterns and the decline in using
Facebook overall among youth culture markets.
There are other things that are interesting to note. First,
both demographics do have relatively strong percentages
that allow corporate brands to become their friends on
social networks. This is a market opportunity to explore. In
addition, virtual currency is on their radar and is an area of
growing opportunity (this also correlates with video
gaming).
82
Which of the following activities have you done in the past 6 months?
Snowboarders
68.3%
Want to learn
65.5%
69.1%
61.4%
1.
2.
Used a giftcard to make a purchase
Made a purchase on amazon.com
3.
Made a purchase from your mobile phone
55.6%
49.0%
4.
Made an online purchase with Paypal
47.4%
42.8%
5.
Made a purchase on ebay.com
35.2%
32.5%
6.
24.2%
22.1%
7.
Allowed CORPORATE BRANDS to become
friends/followers on your social networks account
Purchased a product online using virtual currency
13.6%
12.8%
8.
Clicked on a Google text ad
13.3%
12.8%
9.
Purchased a product from an advertisement on
Facebook
7.4%
6.5%
83
Which of the following activities have you done in the past 6 months?
Used a giftcard to make a purchase
Allow ed CORPORATE BRANDS to become friends/follow ers on your social netw orks account
Made a purchase on amazon.com
Made a purchase from your mobile phone
Made an online purchase w ith Paypal
Purchased a product online using virtual currency
Clicked on a Google text ad
Purchased a product from an advertisement on Facebook
Made a purchase on ebay.com
60.0%
40.0%
20.0%
0.0%
Snowboarders
Want to learn
84
Which best describes your online shopping patterns?
Macro Trends: Why and how snowboarders and those that most want to learn to snowboard prove that while they do shop
online, often it’s for specific things. They are also comparing prices. Those that want to learn to snowboard have slightly
higher percentages that tend to prefer going into stores and only shop online if they can’t find it at my local store or because
they prefer to shop in a store.
What this means for retailers, therefore, is actually a strong potential consumer demographic of those interested in
learning to snowboard to come into a store to buy vs. those who already snowboard. Unfortunately at this point, while
the desire to shop in stores is there, those who most want to learn to snowboard are not necessarily taking the step to buy in
a store if they don’t ride. This is a missed opportunity that needs to be explored and will be expanded upon in Phase Three of
the Snowboard and Skiing Research Program 2014.
85
32.1%
31.9%
1. I only shop online for specific things
2. I only shop online if the price is better
than in the stores
3. I only shop online if I can't find it at my
local store
4. I always shop online for everything I can
5. I don't shop online because I don't have
a credit card
6. I don't shop online because I prefer
shopping in stores
7. I don't shop online because I'm not
allowed to
8. I don't shop online because I don't trust it
25.7%
23.6%
20.9%
21.0%
13.0%
10.7%
4.2%
6.9%
3.9%
5.1%
.2%
.4%
.1%
.4%
86
30.0%
I only shop online for specific things
I only shop online if the price is better than in the stores
I only shop online if I can't find it at my local store
I alw ays shop online for everything I can
I don't shop online because I don't have a credit card
I don't shop online because I prefer shopping in stores
I don't shop online because I'm not allow ed to
I don't shop online because I don't trust it
20.0%
10.0%
0.0%
Snowboarders
Want to learn
87
What device do you prefer to use your social network accounts on?
Macro Trends: Mobile phone culture is where the youth marketplace interacts the most when it comes to utilizing
their social networks. This is changing the landscape for social networks, phone services, and the types of phones that
young people prefer. This is also one reason why certain social networks are gaining in popularity such as Tumblr, Instagram,
and even Twitter in that their ease of use via phone makes them more compelling and amicable with their lifestyles.
What’s dropped considerably are the usage of desktop computers which we have also seen as becoming the “home”
computer (shared with parents) and less utilized by a new generation that prefers personal laptops and wireless devices.
Both snowboarders and those that want to learn to snowboard have very similar percentages to this question which means
that capturing the attention of both demographics, if going through social networks, is via one’s mobile phone. This means
for snowboarding brands and organizations, mobile browsing patterns are vital to understand when implementing
mobile strategies.
88
What device do you prefer to use your social network accounts on?
60.0%
On a mobile phone
On a laptop computer
On a desktop computer
40.0%
Snowboarders
20.0%
0.0%
Snowboarders
Want to learn
On a mobile
phone
On a laptop
computer
On a desktop
computer
Want to
learn
60.4%
61.1%
31.8%
31.5%
7.8%
7.4%
89
How do you typically find out about new
websites?
Other important differences are that Twitter, Youtube, and
Blogs are higher among those who want to learn to
snowboard compared with those who snowboard.
Macro Trends: There are some considerable differences
to note within the results to this question which provide
important insights as to where brands and organizations
should target new, would-be snowboarders especially.
First, Links from other websites are the primary location
that those who want to learn to snowboard to gain
information at 23.7%, whereas among those who already
snowboard, it’s from Facebook that they learn about new
websites mostly at 23.6%, followed by Links from other
websites at 23.6%.
Basically, those who want to learn to snowboard have
more diversified interests in other social networks,
especially as a source for finding new websites. They are
leading trends in social networking patterns and should be
noted. If brands and organizations are trying to reach new
snowboarders, they should be utilizing a greater variety of
social networks, especially Tumblr.
The results to this question are also related to the results
of the next question about which social networks they
currently have an account on.
Those who want to learn to snowboard do not use
Facebook as a source nearly as much and have
already moved onto other social networks. First, only
18% use Facebook as a source for new websites
compared with 24% of those who snowboard. Instead,
new demographics of potential snowboarders have
moved onto Tumblr at 15.3% compared with only 10.2%
of snowboarders. This is a significant insight to note.
90
How do you typically find out about new websites?
1.
2.
3.
4.
Links from other websites
Facebook
Tumblr
Recommendation of friends/Family
5.
6.
7.
8.
9.
10.
11.
12.
13.
Twitter
Search Engines
Youtube
Blogs
Magazine ads
TV
Website banner ads
Google Ads
Radio
23.6%
23.7%
24.0%
18.0%
10.2%
15.3%
16.6%
14.8%
6.0%
8.3%
8.6%
6.7%
2.9%
4.6%
2.7%
3.6%
1.9%
1.3%
1.2%
1.3%
1.4%
1.0%
.5%
.9%
.4%
.4%
91
How do you typically find out about new websites?
20.0%
15.0%
Links from other w ebsites
Blogs
Facebook
Tumblr
Recommendation of friends/Family
Magazine ads
TV
Website banner ads
Tw itter
Search Engines
Google Ads
Radio
Youtube
10.0%
5.0%
0.0%
Snowboarders
Want to learn
92
Which social networks do you currently have
an account on?
Macro Trends: Social networks are one of the most
important platforms for reaching youth culture today. This
is where they communicate most, and in so doing, learn
new information from others, mainly their friends.
However, it’s an ongoing changing environment.
Looking at the results over the past 5 years, and even
past 6 months, there have been massive migration shifts
in preferences and usage patterns within various social
networks, and what the marketplace even considers a
“social network” today. It is a huge industry to break into,
yet you can watch in a few short years the rise and fall of
what once seemed insurmountable, for example
MySpace’s decline, and now, the changing preferences
with Facebook as more young people continue to leave
this platform.
The cracks are showing around Facebook. As a brand
or organization, before putting most energy and
spending in one area, i.e. Facebook, it’s important to
look at the various other social networks such as
Tumblr, Instagram, Pinterest, Twitter, and Youtube.
Respondents could name as many social networks that
they wanted to which is why the results add up to more
than 100%. What’s interesting to note here are the
numbers of so-called social networks that are actually
named. For example, young people consider Youtube and
Twitter social networks just as much as Facebook or
Tumblr.
In addition, it’s important to look further down the list as
well as many of the social networks either move up or
down the radar, so becoming familiar with newer social
networks and understanding their functions, are important.
Facebook is the #1 social network that young
snowboarders and those who most want to learn currently
have an account on. However as illustrated by the results
in the next questions, Facebook is losing traction and
becoming less popular among youth culture markets
including snowboarders. Facebook is followed by Youtube
and Instagram. Instagram is interesting to note as we’ve
seen this increase in the past few years and is an
important picture-oriented social network that works well
with blogs and mobile phones, i.e. Twitter and Tumblr.
93
Youtube remains vitally important for sports such as snowboarding which have utilized video clips within the culture of the
sport from the very start.
Important differences to note include Tumblr, which is used in higher percentages among those who want to learn to
snowboard at 62.9% compared to only 54.1% of snowboarders. Twitter is also higher among those who want to learn to
snowboard at 74.2% compared with 71.5% of snowboarders. Basically, other than Facebook, Flickr, LinkedIn, and Zynga,
those who want to learn to snowboard have higher percentages of having accounts on a greater variety of social
networks. This has created a marketing and branding opportunity for reach with potential new audiences.
94
Which social networks do you currently have an account on?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
Facebook
Youtube
Instagram
Twitter
Tumblr
Google+
Pintrest
Myspace
My Yearbook
Flickr
LinkedIn
Stickam
Zynga
Live Journal
Friends Or Enemies
The-N
Modlife
Snowboarders
91.9%
80.8%
76.2%
71.5%
54.1%
44.9%
29.2%
20.7%
9.0%
8.1%
9.2%
4.5%
2.5%
1.9%
.8%
.5%
.8%
Want to learn
90.7%
82.8%
78.0%
74.2%
62.9%
49.6%
31.9%
21.4%
9.6%
7.3%
6.7%
5.3%
2.3%
1.5%
1.1%
.5%
.4%
95
Which social networks do you currently have an account on?
75.0%
Facebook
Youtube
Instagram
Pintrest
Myspace
My Yearbook
Tw itter
Tumblr
Flickr
LinkedIn
Google+
50.0%
25.0%
0.0%
Snowboarders
Want to learn
96
What is your favorite social network/online
community to have an account on?
Macro Trends: The results to this question correlate with
the previous question. Facebook is the favorite overall at
34.3% of snowboarders and 27% of those who want to
learn. However this is changing rapidly and as illustrated
within the results to the previous questions, those who
want to learn to snowboard tend to be leaders in moving
onto other social networking platforms and utilizing them
greatly.
The most notable is Tumblr with 26.9% of those who
want to learn to snowboard naming it has their
favorite compared with 21.2% of those who
snowboard. Instagram is also important for both,
however Twitter, and Youtube are higher among those
who want to learn to snowboard, indicating potential
locations for greater reach to new demographics.
By knowing where and which social networks and online
communities are favorites, brands and organizations can
plan where to dedicate various campaigns towards
attracting those who already ride and those who want to
learn to snowboard.
Overall, it’s clear for both snowboarders and those who
want to learn to snowboard that social networks are
important and that they utilize a great deal of different
options, not just one predominately. The days of one
social network dominating the space such as Facebook
(and MySpace before this) no longer exists. The
importance of understanding how different social networks
function, particularly via mobile phones, and how young
people utilize them mostly, is extremely important for the
snowboarding industry.
The irony is when brands complain that it’s too
challenging to stay up with current social networking
trends and so therefore, decide to utilize only one (usually
Facebook) predominately. Since the majority of social
networks are free, there is no excuse that brands and
organizations are not utilizing a variety of social
networking platforms often. This is where smaller
brands and industries, including non-profits, often enter
the youth marketplace and beat out larger brands, simply
because they invest in making social media work to their
greatest advantage and gather followers by utilizing free
platforms most effectively.
97
Which is your favorite online community/social networks to have accounts on?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Facebook
Tumblr
Instagram
Twitter
Youtube
Pintrest
Reddit
Google+
My Yearbook
Myspace
Snapchat
Flickr
Snowboarders
34.3%
21.2%
20.5%
15.7%
4.6%
1.7%
.6%
.3%
.1%
.3%
.3%
.2%
Want to learn
27.0%
26.9%
21.0%
16.3%
6.3%
1.3%
.4%
.2%
.2%
.0%
.1%
.0%
98
Which is your favorite online community/social networks to have accounts on?
30.0%
Facebook
Tumblr
Instagram
Pintrest
Reddit
Google+
Tw itter
Youtube
My Yearbook
Myspace
20.0%
10.0%
0.0%
Snowboarders
Want to learn
99
Are using social networks important to your daily lives?
Macro Trends: The vast majority of snowboarders and those who want to learn to snowboard say Yes that social networks
are important to their daily lives. Those who want to learn have higher percentages that say Yes at 73.3% compared with
70.7% of snowboarders. Therefore, having a strong social networking strategy for reaching both demographics is vitally
important for the snowboarding industry, especially for attracting new riders. (See also the correlating results in the questions
about favorite social networks and patterns.)
75.0%
Yes
No
50.0%
Yes
70.7%
73.3%
No
29.3%
26.7%
25.0%
0.0%
Snowboarders
Want to learn
100
Are you using Facebook less?
Macro Trends: As revealed in other questions within this Digital Lifestyle section, the fall of Facebook has begun and for
many reasons. The days of utilizing only one social network is over and for the snowboarding industry, it’s important to know
which other networks are on the rise and why.
In addition, those who want to learn to snowboard are the leaders in moving off of Facebook with 83.9% saying they are
using it less compared with 80.2% of snowboarders. Facebook is often used as a hub of sorts, but is quickly transitioning into
a static location whereby other social networks are pushing out personal communication in other ways. This includes greater
social networks with mobile phone capabilities, images, and utilization patterns that reflect a new youth marketplace.
101
Are you using Facebook less?
Yes
No
75.0%
50.0%
Yes
No
80.2%
83.9%
19.8%
16.1%
25.0%
0.0%
Snowboarders
Want to learn
102
If you are using Facebook less, why?
Macro Trends: Both snowboarders and those who most
want to learn to snowboard are using Facebook less
mainly because It’s getting lame with 21.8% of those who
want to learn and 20.5% of those who snowboard. Other
important reasons include No time which is higher among
snowboarders at 17.6% compared with 14% of those who
want to learn, and the influences of other social networks.
Finally, it’s important to note that there is a small (but
important) demographic that has not used Facebook
at all and say they have Never used it, which is higher
among those who want to learn to snowboard.
Basically, there is now a new demographic of
snowboarders and would-be snowboarders who are
skipping right over this social network altogether and
have moved on.
The most notable difference is that those who want to
learn to snowboard have higher percentages that
have already switched to Tumblr at 11.9% compared
snowboarders who have switched at 9.8%. Both have
relatively similar percentages that are using Facebook
less because they’re on Twitter more as well as
Instagram.
Snowboarders are finding that they are using Facebook
less because there is now Too much advertising and It’s
too corporate which are both higher as a complaint than
among those who want to learn to snowboard.
103
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
It's getting lame
No time
I switched to tumblr
I switched to twitter
I switched to instagram
Waste of time
I just text my friends
Too much advertisting
Harassment/Bullying
It's too corporate
Never used it
Privacy issues
I stopped using them all together
14. Too much drama
15. It makes me depressed
Snowboarders
20.5%
17.6%
9.8%
10.2%
9.2%
9.1%
5.2%
7.5%
3.2%
4.3%
1.0%
.7%
Want to learn
21.8%
14.0%
11.9%
10.8%
9.8%
9.3%
6.4%
6.1%
3.4%
1.7%
1.7%
1.6%
1.1%
1.1%
.5%
.1%
.6%
.0%
104
20.0%
15.0%
It's getting lame
No time
Waste of time
I just text my friends
I sw itched to tumblr
I sw itched to tw itter
Too much advertisting
Harassment/Bullying
I sw itched to instagram
It's too corporate
10.0%
5.0%
0.0%
Snowboarders
Want to learn
105
Appendix
106
2006:
Burton
Roxy
Volcom
Quiksilver
Forum
Vans
DC
K2
World Industries
Element
Spy
Hurley
North Face
Oakley
Fox
Ride
Bonfire
Grenade
Rossignol
Billabong
55.2
6.0
5.2
3.8
3.2
2.6
1.7
1.5
1.3
.9
.7
.7
.6
.6
.6
.6
.6
.5
.5
.5
Betty Rides
Spyder
Dakine
Four Square
Atomic
Dragon
Sessions
Sims
Flow
Etnies
Evol
Technine
Zumiez
Lamar
Liquid
Nixon
O'Neil
Jeenyus
PacSun
Palmer
.5
.5
.5
.4
.3
.3
.3
.3
.2
.2
.2
.2
.2
.2
.2
.2
.2
.2
.2
.2
Powder Room
Ripzone
West Beach
Salomon
Option
686
Arson
Electric
Arbor
Venue
Black Diamond
Playboy
Elevation
Beater
Transnine
Northwave
Titan
Nollie
No Fear
West 49
.2
.2
.2
.2
.2
.2
.2
.2
.2
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
107
2006:
Blind
Avalanche
Special Blend
Source
Sound Waves
Sneau
Skip
Cronus
Circa
Santa Monica
Santa Cruz
Dog Funk
Rusty
Zoozner
Bulla
Nike
Helly Hansen
Swatch
Goretex
Gnu
Giro
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
Girl Boards
Fusion
Sun & Ski Sports
Armory
Formula
Firefly
Baker
Horny Toad
Anon
The Firm
NFA
Never Summer
M3
Lowe Alpine
Lost
Academy
Libtech
Active
Thorn
Joyride
Adio
.1 Iris
.1 DaKine
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
108
2006:
Burton
Roxy
Volcom
Quiksilver
Forum
Vans
DC
K2
World Industries
Element
Spy
Hurley
Oakley
North Face
Ride
Fox
Bonfire
Spyder
Rossignol
Grenade
Dakine
Billabong
Betty Rides
Four Square
Female
54.6%
9.6%
5.7%
3.4%
1.2%
3.2%
1.8%
1.2%
.3%
1.3%
.7%
.9%
.9%
.6%
.6%
.7%
.4%
.3%
.4%
.1%
.1%
.6%
.7%
.0%
Male
56.3%
.0%
4.3%
4.5%
6.5%
1.5%
1.5%
2.0%
3.0%
.3%
.8%
.5%
.3%
.8%
.5%
.3%
.8%
.8%
.5%
1.0%
1.0%
.3%
.0%
1.0%
Sims
Sessions
Dragon
Atomic
Zumiez
West Beach
Technine
Salomon
Ripzone
Powder Room
Palmer
PacSun
Option
O'Neil
Nixon
Liquid
Lamar
Jeenyus
Flow
Evol
Etnies
Electric
Arson
Arbor
686
.3%
.0%
.1%
.3%
.3%
.3%
.1%
.1%
.1%
.3%
.0%
.3%
.1%
.3%
.3%
.3%
.1%
.0%
.1%
.0%
.1%
.1%
.1%
.0%
.1%
.3%
.8%
.5%
.3%
.0%
.0%
.3%
.3%
.3%
.0%
.5%
.0%
.3%
.0%
.0%
.0%
.3%
.5%
.3%
.5%
.3%
.3%
.3%
.5%
.3%
Zoozner
West 49
Venue
Transnine
Titan
Thorn
The Firm
Swatch
Sun & Ski Sports
Special Blend
Source
Sound Waves
Sneau
Skip
Santa Monica
Santa Cruz
Rusty
Playboy
Northwave
Nollie
No Fear
Nike
NFA
Never Summer
M3
.0%
.1%
.0%
.0%
.0%
.1%
.0%
.0%
.1%
.1%
.1%
.0%
.0%
.0%
.0%
.0%
.1%
.1%
.1%
.1%
.0%
.0%
.1%
.0%
.1%
.3%
.0%
.3%
.3%
.3%
.0%
.3%
.3%
.0%
.0%
.0%
.3%
.3%
.3%
.3%
.3%
.0%
.0%
.0%
.0%
.3%
.3%
.0%
.3%
.0%
109
2006:
Lowe Alpine
Lost
Libtech
Joyride
Iris
Horny Toad
Helly Hansen
Goretex
Gnu
Giro
Girl Boards
Fusion
Formula
Firefly
Elevation
Dog Funk
DaKine
Cronus
Circa
Bulla
Blind
Black Diamond
Beater
Baker
.0%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.0%
.1%
.1%
.0%
.0%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.1%
.1%
.1%
.1%
.3%
.0%
.0%
.0%
.0%
.0%
.3%
.0%
.3%
.0%
.0%
.3%
.3%
.0%
.0%
.0%
.0%
.0%
.3%
.0%
.0%
.0%
.0%
.0%
Avalanche
Armory
Anon
Adio
Active
Academy
.0%
.1%
.0%
.1%
.1%
.1%
.3%
.0%
.3%
.0%
.0%
.0%
110
2006:
0%
Burton
Roxy0.0%
Volcom
Quiksilver
Forum
Vans
DC
K2
World Industries
Element
Spy
Hurley
Oakley
North Face
Ride
Fox
Bonfire
Spyder
Rossignol
Grenade
10%
20%
30%
40%
50%
60%
70%
56.3%
80%
90%
100%
54.6%
9.6%
4.3%
5.7%
4.5%
3.4%
6.5%
1.2%
1.5%
3.2%
1.5%
1.8%
2.0%
1.2%
3.0%
0.3%
0.3%
1.3%
0.8%
0.7%
0.5%
0.9%
0.3%
0.9%
0.8%
0.6%
0.5%
0.6%
0.3%
0.7%
0.8%
0.8%
0.5%
0.4%
1.0%
Male
0.4%
0.3%
0.1%
Female
111
2006:
What snowboard equipment or apparel brands are you like the most if any?
Burton
Roxy
Volcom
Quiksilver
Forum
Vans
DC
K2
World Industries
Element
Spy
Hurley
Oakley
North Face
Ride
Fox
Bonfire
Spyder
Rossignol
Grenade
Dakine
Billabong
Betty Rides
Four Square
13-14
58.1%
4.8%
8.1%
6.5%
3.2%
3.2%
1.6%
.0%
.0%
1.6%
.0%
.0%
1.6%
.0%
.0%
1.6%
.0%
.0%
.0%
.0%
.0%
1.6%
.0%
.0%
15-17
54.4%
6.2%
5.7%
4.1%
3.0%
2.1%
1.1%
.7%
1.4%
.9%
.7%
.9%
.5%
.7%
.5%
.7%
.9%
.5%
.2%
.5%
.7%
.5%
.7%
.0%
18-20
54.3%
6.0%
4.8%
4.8%
3.8%
3.0%
2.3%
1.5%
1.5%
.8%
1.3%
.5%
.5%
1.0%
.8%
.5%
.3%
.5%
.5%
.3%
.3%
.3%
.3%
.5%
21-24
58.2%
6.0%
3.8%
.0%
2.2%
2.7%
1.6%
3.8%
1.1%
1.1%
.0%
1.1%
1.1%
.0%
.5%
.0%
.5%
.5%
1.1%
1.1%
.5%
.5%
.5%
1.1%
Sims
Sessions
Dragon
Atomic
Zumiez
West Beach
Technine
Salomon
Ripzone
Powder Room
Palmer
PacSun
Option
O'Neil
Nixon
Liquid
Lamar
Jeenyus
Flow
Evol
Etnies
Electric
Arson
Arbor
686
1.6%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
1.6%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.5%
.0%
.5%
.2%
.2%
.5%
.0%
.0%
.0%
.2%
.5%
.0%
.2%
.0%
.0%
.2%
.5%
.2%
.5%
.2%
.2%
.2%
.2%
.0%
.2%
.0%
.3%
.0%
.3%
.3%
.0%
.3%
.3%
.3%
.0%
.0%
.5%
.0%
.5%
.3%
.3%
.0%
.3%
.0%
.3%
.3%
.3%
.3%
.3%
.3%
.0%
1.1%
.5%
.5%
.0%
.0%
.5%
.5%
.5%
.0%
.0%
.0%
.5%
.0%
.5%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.5%
.0%
112
2006:
What snowboard equipment or apparel brands are you like the most if any?
Zoozner
West 49
Venue
Transnine
Titan
Thorn
The Firm
Swatch
Sun & Ski Sports
Special Blend
Source
Sound Waves
Sneau
Skip
Santa Monica
Santa Cruz
Rusty
Playboy
Northwave
Nollie
No Fear
Nike
NFA
Never Summer
M3
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
1.6%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.0%
.0%
.2%
.0%
.2%
.2%
.0%
.2%
.2%
.2%
.2%
.2%
.0%
.0%
.2%
.0%
.0%
.0%
.0%
.2%
.0%
.3%
.3%
.0%
.0%
.3%
.3%
.0%
.3%
.0%
.0%
.3%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.3%
.0%
.3%
.0%
.5%
.0%
.0%
.5%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.5%
.0%
.5%
.0%
.5%
.0%
.0%
Lowe Alpine
Lost
Libtech
Joyride
Iris
Horny Toad
Helly Hansen
Goretex
Gnu
Giro
Girl Boards
Fusion
Formula
Firefly
Elevation
Dog Funk
DaKine
Cronus
Circa
Bulla
Blind
Black Diamond
Beater
Baker
Avalanche
.0%
1.6%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.0%
.2%
.2%
.2%
.0%
.0%
.2%
.2%
.2%
.0%
.0%
.0%
.0%
.2%
.2%
.2%
.2%
.0%
.0%
.2%
.0%
.3%
.0%
.0%
.0%
.3%
.0%
.0%
.0%
.3%
.3%
.0%
.0%
.0%
.0%
.3%
.0%
.3%
.0%
.0%
.0%
.0%
.3%
.3%
.0%
.3%
.0%
.0%
.5%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.5%
.0%
.5%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
113
2006:
0%
10%
20%
30%
40%
Burton
58.1%
54.4%
Roxy
4.8%
6.2%
Volcom
8.1%
Quiksilver
6.5%
Forum
3.2%
3.0%
Vans
3.2%
2.1%
DC
1.6%
1.1%
K20.0% 0.7%
1.5%
World Industries0.0%
1.4%
Element
1.6%
Spy0.0%
0.7%
Hurley0.0%
0.9%
Oakley
1.6%
North Face0.0%
0.7%
Ride0.0%
0.5%
Fox
1.6%
Bonfire0.0%
0.9%
Spyder0.0%
0.5%
Rossignol0.0% 0.2%
0.5%
Grenade0.0%
0.5%
0.3%
13-14
15-17
50%
60%
70%
54.3%
6.0%
5.7%
4.8%
4.1%
80%
90%
58.2%
6.0%
3.8%
4.8%
2.2%
2.7%
1.6%
3.8%
3.0%
2.3%
3.8%
1.5%
1.1%
0.9%
0.8%
1.1%
1.3%
0.5%
1.1%
0.5%
0.5%
1.1%
1.0%
0.8%
0.5%
0.7%
0.5%
0.3%
0.5%
0.5%
0.5%
1.1%
1.1%
18-20
100%
0.0%
0.0%
0.0%
0.0%
21-24
114
2008:
Burton
Roxy
Volcom
Hurley
Billabong
DC
Element
Quiksilver
Vans
Forum
K2
The North Face
Grenade
Oakley
Rome
Ride
Fox Racing
O'Neill
Spy
Zumiez
49.8
7.9
5.4
4.1
2.7
2.6
2.4
2.2
2.0
1.3
1.2
1.2
1.1
1.0
.9
.8
.8
.6
.5
.5
Bonfire
Dragon
Lamar
Empyre
Salomon
Liquid
Iono
Nitro
Head
Von Zipper
Columbia
Flow
Flip
Exit
686
Electric Visal
NFA
Dakine
Circa
Betty Rides
.5
.4
.4
.4
.4
.4
.3
.3
.3
.3
.3
.2
.2
.2
.2
.2
.2
.2
.2
.2
Powder Room
Rossignol
Planet Earth
Plan B
Lost
M3
Nikita
Nixon
No Fear
No Summer
Ocean Pacific
Orage
Pac Sun
Palmer
Santa Cruz
Scott
Famous Stars and
Straps
Etnies
Enjoi
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
115
2008:
Emerica
Dynastar
Dub
Division 23
CCS
Capita
Brixton
Alpine Star
Alibi
Fifty One Fifty
Firefly
Four Square
Special Blend
Split
Spyder
Theory
Thirty Two
World Industries
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
.1
Zero
Zoo York
Indigo
Hellside
Gravis
GNU
Jeenyus
.1
.1
.1
.1
.1
.1
.1
116
2008:
Burton
Roxy
Volcom
Hurley
Billabong
DC
Element
Quiksilver
Vans
Forum
The North Face
K2
Grenade
Oakley
Rome
Ride
Fox Racing
O'Neill
Zumiez
Spy
Bonfire
Salomon
Male
50.2%
.0%
4.4%
3.2%
2.8%
5.6%
3.2%
3.2%
2.0%
2.8%
.0%
1.6%
1.6%
.8%
2.0%
.8%
.8%
.0%
.4%
1.2%
.4%
.0%
Female
49.7%
10.8%
5.8%
4.4%
2.7%
1.5%
2.1%
1.8%
2.1%
.7%
1.6%
1.0%
.9%
1.0%
.4%
.7%
.7%
.9%
.6%
.3%
.6%
.6%
Liquid
Lamar
Empyre
Dragon
Von Zipper
Nitro
Iono
Head
Columbia
NFA
Flow
Flip
Exit
Electric Visal
Dakine
Circa
Betty Rides
686
Zoo York
Zero
World Industries
Thirty Two
Theory
.8%
.4%
.4%
.4%
.4%
.4%
.0%
.0%
.8%
.0%
.4%
.4%
.0%
.4%
.4%
.0%
.0%
.0%
.0%
.4%
.0%
.0%
.0%
.3%
.4%
.4%
.4%
.3%
.3%
.4%
.4%
.1%
.3%
.1%
.1%
.3%
.1%
.1%
.3%
.3%
.3%
.1%
.0%
.1%
.1%
.1%
117
2008:
Spyder
Split
Special Blend
Scott
Santa Cruz
Rossignol
Powder Room
Planet Earth
Plan B
Palmer
Pac Sun
Orage
Ocean Pacific
No Summer
No Fear
Nixon
Nikita
M3
Lost
Jeenyus
Indigo
Hellside
.0%
.0%
.0%
.4%
.4%
.0%
.0%
.4%
.4%
.4%
.0%
.4%
.0%
.0%
.0%
.0%
.0%
.4%
.0%
.4%
.4%
.4%
.1%
.1%
.1%
.0%
.0%
.1%
.1%
.0%
.0%
.0%
.1%
.0%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.0%
.0%
.0%
Gravis
GNU
Four Square
Firefly
Fifty One Fifty
Famous Stars and
Straps
Etnies
Enjoi
Emerica
Dynastar
Dub
Division 23
CCS
Capita
Brixton
Alpine Star
Alibi
.0%
.4%
.4%
.0%
.0%
.1%
.0%
.0%
.1%
.1%
.4%
.0%
.0%
.4%
.4%
.0%
.4%
.0%
.0%
.4%
.4%
.4%
.0%
.1%
.0%
.0%
.1%
.0%
.1%
.1%
.0%
.0%
.0%
.1%
118
2008:
Burton
Roxy
Volcom
Hurley
Billabong
DC
Element
Quiksilver
Vans
Forum
The North Face
K2
Grenade
Oakley
Rome
Ride
Fox Racing
O'Neill
Zumiez
Spy
Bonfire
Salomon
13-14
48.8%
5.8%
4.7%
5.8%
.0%
.0%
1.2%
2.3%
4.7%
1.2%
1.2%
.0%
1.2%
.0%
.0%
1.2%
1.2%
1.2%
1.2%
.0%
1.2%
.0%
15-17
50.0%
8.4%
4.9%
2.7%
3.8%
3.1%
4.0%
2.0%
2.0%
.4%
1.8%
.7%
1.1%
.9%
1.1%
.7%
.9%
.4%
.9%
.4%
.4%
.4%
18-20
49.5%
9.0%
6.8%
5.7%
2.2%
1.8%
.7%
2.2%
1.8%
1.8%
.4%
1.4%
.7%
1.8%
1.1%
1.1%
.7%
1.1%
.0%
.4%
.4%
.4%
21-25
50.9%
4.5%
4.5%
4.5%
1.8%
4.5%
.9%
2.7%
.9%
3.6%
.9%
3.6%
1.8%
.0%
.0%
.0%
.0%
.0%
.0%
1.8%
.9%
.9%
Liquid
Lamar
Empyre
Dragon
Von Zipper
Nitro
Iono
Head
Columbia
NFA
Flow
Flip
Exit
Electric Visal
Dakine
Circa
Betty Rides
686
Zoo York
Zero
World Industries
Thirty Two
Theory
1.2%
.0%
2.3%
.0%
.0%
.0%
3.5%
.0%
1.2%
.0%
1.2%
.0%
.0%
.0%
.0%
.0%
1.2%
.0%
.0%
1.2%
.0%
.0%
.0%
.7%
.2%
.4%
.2%
.2%
.4%
.0%
.2%
.0%
.2%
.2%
.4%
.4%
.2%
.2%
.4%
.2%
.4%
.2%
.0%
.0%
.2%
.2%
.0%
1.1%
.0%
.7%
.7%
.4%
.0%
.4%
.4%
.4%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.9%
.0%
.0%
.0%
.9%
.9%
.0%
.0%
.0%
.0%
.9%
.9%
.0%
.0%
.0%
.0%
.0%
.9%
.0%
.0%
119
2008:
Spyder
Split
Special Blend
Scott
Santa Cruz
Rossignol
Powder Room
Planet Earth
Plan B
Palmer
Pac Sun
Orage
Ocean Pacific
No Summer
No Fear
Nixon
Nikita
M3
Lost
Jeenyus
Indigo
Hellside
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
1.2%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.2%
.0%
.0%
.0%
.2%
.0%
.2%
.2%
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.2%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.4%
.4%
.4%
.0%
.4%
.0%
.0%
.4%
.0%
.4%
.4%
.4%
.4%
.0%
.0%
.0%
.0%
.4%
.0%
.4%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.9%
.9%
.0%
.9%
.0%
Gravis
GNU
Four Square
Firefly
Fifty One Fifty
Famous Stars and
Straps
Etnies
Enjoi
Emerica
Dynastar
Dub
Division 23
CCS
Capita
Brixton
Alpine Star
Alibi
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.2%
.2%
.2%
.4%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
1.2%
.0%
.0%
.0%
1.2%
.0%
.0%
1.2%
.0%
.0%
1.2%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.0%
.0%
.0%
.0%
.2%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.4%
.0%
.4%
.0%
.0%
.9%
.9%
.0%
.9%
.0%
.0%
.0%
.9%
.0%
.0%
120
2014:
Burton
DC
Neff
Fox Racing
Vans
Volcom
Roxy
The North Face
Oakley
Hurley
Zumiez
Element
Billabong
K2
Shaun White
Nike
Quiksliver
Never Summer
Forum
Ride
28.2%
8.0%
6.8%
5.5%
5.0%
3.9%
3.3%
3.2%
2.6%
2.6%
2.3%
2.0%
1.9%
1.8%
1.6%
1.3%
1.2%
.7%
.7%
.7%
Under Armour
Dakine
Spyder
Adidas
GNU
Grenade
Dogfunk
Spy
Alpine
O'Neill
Arbor
Lib Tech
686
Columbia
Alpinestars
Rossignol
Enjoi
Tilly's
Nitro
Monster Energy
.7%
.7%
.6%
.6%
.5%
.5%
.4%
.4%
.4%
.4%
.4%
.3%
.3%
.3%
.3%
.3%
.3%
.2%
.2%
.2%
Empyre
Obey
Skull Candy
Salomon
Head
Metal mulisha
Dragon
Diamond Supply
Co.
DGK
Yamaha
Tony Hawk
Scott
Santa Cruz
Rome
Lamar
Flow
Capita
Thrasher
Sims
.2%
.2%
.2%
.2%
.2%
.2%
.2%
.2%
.2%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
121
2014:
Sector 9
Girl
Evo
Baker
Atomic
West 49
Firefly
Dicks Sporting
Goods
Aperture
5150
Zero Xposure
RVCA
Rockstar Energy
Red Bull
proboardshop.com
Plan B
GoPro
Etnies
Dye
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
CCS
Analog
Thirty Two
The House
Tactics
Spitfire
REI
PAC Sun
Or
Nikita
DVS
Arctic Cat
Alien Workshop
World Industries
Triple 8
Thor
SportsChek
Sports Authority
Smith
Rip Curl
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
Pickle
Patagonia
Morrow
Martini
Liquid
Krew
Helly Hansen
Grizzly
Foursquare
Ethika
Death wish
ZooYork
Tech Nine
Styx
Saga
Quiksilver
Polar
Peak
Olympia
Nautica
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
122
2014:
LRG
Line
Impact Clothing
Hawk
Globe
Everlast
Brixton
Brighton
Body Glove
Bauer
Arnette
Almost
Alibi
YES snowboards
Switch
Swiss gear
Sweden Fader
Supreme
Supra
Sun and Skis
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
Sub Zero
Stussy
Stero Vynil
StepChild
Stay Lifted
Sports Chalet
Shawn Palmer
Salamon
Rossingol
Powder Room
Option
Onze
Ogio
Northwest
Snowboard
Nordica
Nomis
Nomad
Noille
Mini Logo
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
Millennium
Marker
M3
LL Bean
Kemper
Katana
Huff
Hooligan
Holden
Habitat
Ground Zero
GoodWood
Go For Broke
Freeze
Force Industries
Flux
Eternal Snow
ESP
Emerica
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
123
2014:
Ride
Forum
Nev er Summer
Quiksliv er
Nike
Shaun White
K2
Billabong
Element
Zumiez
Hurley
Oakley
The North Face
Roxy
Volcom
Vans
Fox Racing
Nef f
DC
Burton
5.0%
10.0%
15.0%
20.0%
25.0%
124
2014:
Burton
DC
Neff
Fox Racing
Vans
Volcom
Roxy
The North Face
Oakley
Hurley
Zumiez
Element
Billabong
K2
Shaun White
Nike
Quiksliver
Never Summer
Forum
Ride
Under Armour
Dakine
Male Female
35.2% 25.0%
6.2%
8.8%
5.8%
7.3%
6.0%
5.3%
2.7%
6.1%
3.2%
4.2%
.4%
4.5%
1.6%
3.9%
3.5%
2.2%
2.1%
2.8%
1.1%
2.9%
2.0%
2.0%
1.4%
2.2%
2.1%
1.7%
1.3%
1.8%
.9%
1.5%
1.4%
1.1%
.8%
.7%
1.4%
.4%
1.1%
.5%
.4%
.8%
.7%
.6%
Spyder
Adidas
GNU
Grenade
Dogfunk
Spy
Alpine
O'Neill
Arbor
Lib Tech
686
Columbia
Alpinestars
Rossignol
Enjoi
Tilly's
Nitro
Monster Energy
Empyre
Obey
Skull Candy
Salomon
Head
.5%
.5%
.3%
.9%
.2%
.8%
.8%
.3%
.5%
.4%
.6%
.0%
.8%
.2%
.2%
.1%
.2%
.2%
.1%
.1%
.1%
.2%
.3%
.6%
.6%
.6%
.3%
.6%
.2%
.2%
.4%
.3%
.3%
.2%
.5%
.1%
.4%
.3%
.3%
.3%
.3%
.3%
.3%
.2%
.2%
.1%
Metal mulisha
Dragon
Diamond Supply Co.
DGK
Yamaha
Tony Hawk
Scott
Santa Cruz
Rome
Lamar
Flow
Capita
Thrasher
Sims
Sector 9
Girl
Evo
Baker
Atomic
West 49
Firefly
Dicks Sporting
Goods
.3%
.5%
.1%
.2%
.3%
.2%
.3%
.2%
.3%
.4%
.3%
.1%
.1%
.1%
.2%
.1%
.0%
.3%
.2%
.1%
.2%
.1%
.0%
.2%
.1%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.2%
.2%
.1%
.1%
.2%
.2%
.1%
.1%
.1%
.1%
.0%
.2%
125
2014:
Aperture
5150
Zero Xposure
RVCA
Rockstar Energy
Red Bull
proboardshop.com
Plan B
GoPro
Etnies
Dye
CCS
Analog
Thirty Two
The House
Tactics
Spitfire
REI
PAC Sun
Or
Nikita
DVS
Arctic Cat
.1%
.2%
.1%
.2%
.2%
.2%
.1%
.0%
.0%
.0%
.3%
.1%
.2%
.1%
.1%
.0%
.2%
.0%
.0%
.0%
.0%
.2%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.1%
.1%
.1%
.0%
.1%
Alien Workshop
World Industries
Triple 8
Thor
SportsChek
Sports Authority
Smith
Rip Curl
Pickle
Patagonia
Morrow
Martini
Liquid
Krew
Helly Hansen
Grizzly
Foursquare
Ethika
Death wish
ZooYork
Tech Nine
Styx
Saga
.2%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.0%
.0%
.0%
.1%
.1%
.0%
.1%
.1%
.0%
.1%
.1%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.1%
.1%
.0%
.0%
.1%
.1%
.1%
.0%
.0%
.1%
.0%
.0%
.1%
.1%
.0%
.0%
.1%
.1%
Quiksilver
Polar
Peak
Olympia
Nautica
LRG
Line
Impact Clothing
Hawk
Globe
Everlast
Brixton
Brighton
Body Glove
Bauer
Arnette
Almost
Alibi
YES snowboards
Switch
Swiss gear
Sweden Fader
Supreme
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
.1%
.1%
.1%
.1%
.0%
.1%
.1%
.0%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
126
2014:
Supra
Sun and Skis
Sub Zero
Stussy
Stero Vynil
StepChild
Stay Lifted
Sports Chalet
Shawn Palmer
Salamon
Rossingol
Powder Room
Option
Onze
Ogio
Northwest
Snowboard
Nordica
Nomis
Nomad
Noille
Mini Logo
Millennium
.1%
.0%
.0%
.1%
.1%
.0%
.0%
.0%
.1%
.1%
.0%
.0%
.1%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.1%
.1%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
Marker
M3
LL Bean
Kemper
Katana
Huff
Hooligan
Holden
Habitat
Ground Zero
GoodWood
Go For Broke
Freeze
Force Industries
Flux
Eternal Snow
ESP
Emerica
.1%
.0%
.0%
.1%
.0%
.0%
.0%
.1%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
127
2014:
30.0%
20.0%
Burton
The North Face
Shaun White
DC
Neff
Oakley
Hurley
Nike
Quiksliver
Fox Racing
Vans
Volcom
Zumiez
Element
Billabong
Never Summer
Forum
Ride
Roxy
K2
10.0%
0.0%
Gender: Male
Gender: Female
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
128
2014:
Burton
DC
Neff
Fox Racing
Vans
Volcom
Roxy
The North Face
Oakley
Hurley
Zumiez
Element
Billabong
K2
Shaun White
Nike
Quiksliver
Never Summer
Forum
Ride
Under Armour
Dakine
13-14
19.7%
9.6%
9.9%
4.4%
6.1%
2.7%
2.0%
6.1%
2.2%
1.0%
3.5%
1.7%
1.5%
1.2%
2.5%
3.9%
.2%
.7%
.5%
.7%
2.4%
.2%
15-17
23.7%
7.9%
9.0%
5.9%
4.0%
3.3%
3.7%
4.4%
2.3%
2.5%
2.8%
1.8%
1.6%
1.9%
2.5%
1.7%
1.3%
.7%
.5%
.8%
.7%
.6%
18-20
29.1%
7.3%
5.9%
6.2%
7.2%
4.9%
3.6%
2.0%
3.0%
2.6%
2.0%
2.0%
2.1%
2.0%
1.2%
.7%
1.4%
.5%
.5%
.4%
.5%
.6%
21-25
38.0%
8.3%
3.4%
4.2%
2.8%
3.8%
2.6%
1.8%
2.5%
3.4%
1.4%
2.5%
2.5%
1.8%
.6%
.3%
1.2%
1.2%
1.6%
1.1%
.1%
1.0%
Spyder
Adidas
GNU
Grenade
Dogfunk
Spy
Alpine
O'Neill
Arbor
Lib Tech
686
Columbia
Alpinestars
Rossignol
Enjoi
Tilly's
Nitro
Monster Energy
Empyre
Obey
Skull Candy
Salomon
Head
.3%
1.2%
.5%
.2%
.8%
.0%
.8%
.7%
.3%
.3%
.0%
.3%
.0%
.0%
.2%
.3%
.2%
.3%
.3%
.2%
.3%
.3%
.0%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
.9%
.7%
.6%
.3%
.7%
.4%
.1%
.3%
.5%
.4%
.2%
.3%
.3%
.4%
.3%
.4%
.2%
.5%
.3%
.3%
.3%
.3%
.1%
.5%
.6%
.4%
.5%
.1%
.3%
.5%
.4%
.4%
.3%
.5%
.3%
.3%
.3%
.4%
.2%
.3%
.0%
.3%
.2%
.1%
.2%
.3%
.3%
.1%
.6%
.8%
.4%
.7%
.5%
.5%
.2%
.3%
.6%
.4%
.6%
.3%
.2%
.1%
.2%
.2%
.1%
.2%
.1%
.0%
.2%
129
2014:
Metal mulisha
Dragon
Diamond Supply Co.
DGK
Yamaha
Tony Hawk
Scott
Santa Cruz
Rome
Lamar
Flow
Capita
Thrasher
Sims
Sector 9
Girl
Evo
Baker
Atomic
West 49
Firefly
Dicks Sporting Goods
Aperture
.0%
.0%
.3%
.7%
.7%
.3%
.0%
.7%
.0%
.3%
.2%
.2%
.2%
.5%
.2%
.0%
.2%
.0%
.2%
.0%
.2%
.2%
.0%
.0%
.1%
.3%
.2%
.1%
.1%
.2%
.1%
.3%
.0%
.1%
.1%
.1%
.1%
.2%
.1%
.3%
.1%
.0%
.2%
.2%
.3%
.2%
.2%
.0%
.1%
.1%
.2%
.2%
.2%
.1%
.2%
.1%
.3%
.2%
.2%
.1%
.1%
.2%
.1%
.1%
.2%
.1%
.1%
.0%
.1%
.5%
.6%
.0%
.1%
.0%
.1%
.0%
.1%
.0%
.3%
.0%
.1%
.0%
.0%
.1%
.1%
.0%
.2%
.2%
.1%
.0%
.0%
.1%
5150
Zero Xposure
RVCA
Rockstar Energy
Red Bull
proboardshop.com
Plan B
GoPro
Etnies
Dye
CCS
Analog
Thirty Two
The House
Tactics
Spitfire
REI
PAC Sun
Or
Nikita
DVS
Arctic Cat
Alien Workshop
.0%
.2%
.0%
.2%
.2%
.5%
.3%
.0%
.2%
.0%
.0%
.0%
.0%
.3%
.2%
.0%
.2%
.0%
.0%
.2%
.0%
.2%
.0%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
.0%
.2%
.1%
.1%
.1%
.1%
.2%
.1%
.0%
.1%
.1%
.1%
.1%
.0%
.1%
.2%
.1%
.1%
.0%
.1%
.1%
.2%
.2%
.2%
.0%
.2%
.0%
.0%
.1%
.0%
.2%
.1%
.2%
.1%
.1%
.2%
.1%
.1%
.1%
.1%
.1%
.2%
.0%
.1%
.0%
.0%
.2%
.0%
.0%
.2%
.2%
.0%
.0%
.0%
.2%
.1%
.2%
.2%
.0%
.0%
.1%
.0%
.0%
.1%
.0%
.2%
.2%
.0%
.1%
130
2014:
World Industries
Triple 8
Thor
SportsChek
Sports Authority
Smith
Rip Curl
Pickle
Patagonia
Morrow
Martini
Liquid
Krew
Helly Hansen
Grizzly
Foursquare
Ethika
Death wish
ZooYork
Tech Nine
Styx
Saga
Quiksilver
.0%
.0%
.0%
.0%
.3%
.0%
.2%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.0%
.0%
.0%
.0%
.1%
.1%
.1%
.2%
.0%
.0%
.1%
.1%
.1%
.1%
.1%
.1%
.2%
.0%
.2%
.1%
.2%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.1%
.0%
.0%
.1%
.1%
.0%
.1%
.1%
.1%
.1%
.1%
.0%
.1%
.0%
.0%
.0%
.1%
.0%
.1%
.1%
.0%
.1%
.1%
.1%
.1%
.0%
.0%
.1%
.1%
.0%
.0%
.1%
.0%
.1%
.0%
.1%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
Polar
Peak
Olympia
Nautica
LRG
Line
Impact Clothing
Hawk
Globe
Everlast
Brixton
Brighton
Body Glove
Bauer
Arnette
Almost
Alibi
YES snowboards
Switch
Swiss gear
Sweden Fader
Supreme
Supra
.2%
.0%
.2%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.3%
.0%
.0%
.2%
.0%
.0%
.0%
.0%
.0%
.0%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
.1%
.0%
.1%
.0%
.0%
.1%
.1%
.1%
.1%
.0%
.0%
.0%
.1%
.0%
.1%
.0%
.1%
.0%
.0%
.1%
.1%
.1%
.0%
.0%
.1%
.0%
.1%
.1%
.1%
.0%
.0%
.1%
.1%
.1%
.1%
.1%
.0%
.0%
.1%
.0%
.1%
.1%
.0%
.0%
.0%
.1%
.0%
.1%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.1%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
131
2014:
Sun and Skis
Sub Zero
Stussy
Stero Vynil
StepChild
Stay Lifted
Sports Chalet
Shawn Palmer
Salamon
Rossingol
Powder Room
Option
Onze
Ogio
Northwest Snowboard
Nordica
Nomis
Nomad
Noille
Mini Logo
Millennium
Marker
M3
.0%
.2%
.0%
.2%
.0%
.2%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.1%
.0%
.0%
.0%
.1%
.0%
.0%
.1%
.0%
.0%
.1%
.0%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.1%
.0%
.0%
.0%
.0%
.1%
.0%
.1%
.1%
.0%
.1%
.1%
.1%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.1%
.0%
.0%
.0%
.1%
.0%
.1%
.1%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.0%
LL Bean
Kemper
Katana
Huff
Hooligan
Holden
Habitat
Ground Zero
GoodWood
Go For Broke
Freeze
Force Industries
Flux
Eternal Snow
ESP
Emerica
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.2%
.2%
.0%
.0%
.0%
.0%
.0%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
.1%
.0%
.1%
.1%
.1%
.0%
.1%
.1%
.1%
.0%
.0%
.0%
.0%
.1%
.0%
.1%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
.0%
.1%
.0%
.0%
.0%
.0%
132
2014:
30.0%
Burton
The North Face
Shaun White
DC
Neff
Fox Racing
Oakley
Hurley
Zumiez
Nike
Quiksliver
Never Summer
Vans
Volcom
Element
Billabong
Forum
Ride
Roxy
K2
20.0%
10.0%
0.0%
13-14
15-17
18-20
21-25
133
2006:
What would make it easier for you to buy snowboarding or skiing equipment and
apparel?
If the gear was less
36.6%
expensive
If I knew what to buy 29.8%
If there was a store
near me that carried 27.1%
snowboarding gear
If I had someone to
4.8%
go with me
If I could get it off
1.6%
the Internet
expensive
1%
5%
37%
27%
near me that carried
snowboarding gear
If I had someone to go
with me
30%
If I could get it off the
Internet
134
2006:
apparel?
Female
expensive
If there was a store near
me that carried
snowboarding gear
with me
If I could get it off the
Internet
Male
35.6% 39.1%
32.2% 24.2%
25.9% 30.0%
5.0%
4.4%
1.3%
2.3%
135
2006:
apparel?
13-14 15-17
If the gear was
less expensive
If I knew what to
buy
If there was a
store near me
that carried
snowboarding
gear
If I had someone
to go with me
If I could get it off
the Internet
18-20 21-24
31.8% 34.4% 38.9% 38.5%
30.9% 31.2% 27.9% 30.3%
29.4% 28.0% 26.6% 25.4%
6.4%
4.6%
4.9%
4.7%
1.5%
1.7%
1.7%
1.1%
136
2008:
apparel?
45.5%
expensive
If I knew what to
21.1%
buy
near me that
20.2%
carried
snowboarding gear
If I had someone
8.5%
help me buy it
If I could buy it
4.7%
online
expensive
9%
5%
45%
20%
snowboarding gear
If I had someone help
me buy it
21%
137
2008:
apparel?
If the gear w as less expensive
If I knew w hat to buy
If there w as a store near me that carried snow boarding gear
40.0%
If I had someone help me buy it
30.0%
20.0%
10.0%
Male
Female
expensive
If there was a store near
me that carried
snowboarding gear
me buy it
Male
Female
47.0%
45.1%
16.2%
22.6%
19.7%
20.4%
7.1%
9.0%
10.0%
3.0%
138
2008:
apparel?
expensive
snowboarding gear
me buy it
13-14
15-17
18-20
21-25
34.1%
44.2%
50.3%
54.0%
25.3%
21.7%
19.3%
17.0%
21.2%
21.4%
18.4%
17.9%
8.8%
8.5%
8.0%
9.3%
10.5%
4.1%
4.1%
1.8%
139
2008:
apparel?
If the gear w as less expensive
50.0%
If I knew w hat to buy
If there w as a store near me that carried snow boarding gear
If I had someone help me buy it
40.0%
30.0%
20.0%
10.0%
13-14
15-17
18-20
21-25
140
2014:
apparel?
If the gear was
less expensive
If I knew what to
buy
If three was a
store near me
that carried
snowboard/ski
gear
If I had someone
to help me buy it
If I could buy it
online
43.1%
expensive
1%
5%
37.9%
If I knew what to
buy
13%
43%
12.3%
38%
5.3%
If three was a store
snowboard/ski gear
If I had someone to
help me buy it
If I could buy it
online
1.3%
141
2014:
apparel?
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Male
Female
expensive
If I knew what to
buy
near me that
carried
snowboard/ski
gear
If I had someone
to help me buy it
If I could buy it
online
Male
Female
39.2%
45.9%
40.5%
36.0%
14.1%
11.0%
4.6%
5.8%
1.5%
1.2%
142
2014:
apparel?
expensive
snowboard/ski gear
If I had someone to
help me buy it
13-14
15-17
18-20
21-25
31.2%
43.2%
46.6%
45.1%
48.0%
38.3%
33.7%
37.4%
15.0%
12.3%
11.8%
11.3%
4.8%
4.9%
5.8%
5.5%
1.0%
1.2%
2.1%
.7%
143
2014:
apparel?
60.0%
50.0%
40.0%
13-14
30.0%
15-17
18-20
20.0%
21-25
10.0%
0.0%
expensive
snowboard/ski gear
If I had someone to
help me buy it
144
2006:
Do you currently snowboard or ski, if not what is the main reason you have not
started?
No resorts near me
Too expensive
Not sure how to get
started
Other
Can’t get to resorts
Don’t have the gear
Looks too hard
It’s too cold
Don’t want to get
made fun of while
learning
Parents won’t let me
Don’t have the
clothing
27.7%
19.8%
No resorts near
me
15.7%
13.4%
7.7%
4.4%
4.2%
3.7%
2.3%
5%
4% 4%
Too expensive
29%
8%
Not sure how
to get started
Other
14%
16%
20%
.7%
Can’t get to
resorts
Don’t have the
gear
Looks too hard
.2%
145
2006:
started?
No resorts near me
Too expensive
Not sure how to get
started
Other
Looks too hard
It’s too cold
Don’t want to get made
fun of while learning
Don’t have the clothing
Female Male
27.0% 29.5%
17.8% 24.7%
18.2% 9.5%
12.4% 15.9%
7.5% 8.0%
4.3% 4.5%
4.8% 2.9%
4.1% 2.8%
2.6% 1.7%
1.0%
.2%
.2%
.2%
146
2006:
started?
13-14
15-17
18-20
21-24
No resorts near me
28.7%
29.5%
27.4%
24.5%
Too expensive
13.8%
16.8%
22.4%
23.2%
20.2%
17.3%
15.0%
12.4%
Other
14.1%
9.5%
11.6%
10.1%
13.4%
6.2%
17.1%
4.9%
Looks too hard
It’s too cold
3.1%
4.0%
1.8%
4.1%
4.0%
3.2%
5.1%
4.1%
4.0%
4.0%
5.1%
5.0%
Don’t want to get made fun of
while learning
2.1%
2.2%
1.9%
3.4%
2.4%
1.1%
.4%
.1%
.3%
.2%
.2%
.3%
147
2006:
started?
0%
No resorts near me
Too expensive
10%
Looks too hard
It’s too cold
Don’t want to get made fun of while learning
50%
17.3%
14.1%
10.1%
4.1%
4.0%
4.0%
2.1%
6.2%
0.3%
13-14
15-17
5.1%
5.0%
1.9%
3.4%
1.1%
0.2%
18-20
4.9%
4.0%
4.0%
2.4%
12.4%
17.1%
4.1%
2.2%
100%
23.2%
5.1%
3.2%
90%
24.5%
13.4%
9.5%
80%
15.0%
11.6%
3.1%
70%
22.4%
20.2%
1.8%
60%
27.4%
16.8%
40%
29.5%
13.8%
30%
28.7%
Other
20%
0.2%
0.4%0.1%
0.3%
21-24
148
2008:
started?
No resorts near me
Other
Not sure how to
get started
Too expensive
Do not have the
gear/clothing
I do not have
anyone to go with
Parents will not let
me
Do not want to
get made fun of
while learning
33.3%
16.1%
3%
15.7%
6.9%
Other
7%
14.8%
8.2%
No resorts near
me
8%
34%
Too expensive
15%
Do not have the
gear/clothing
2.9%
16%
2.1%
Not sure how to
get started
17%
I do not have
anyone to go with
me
149
2008:
started?
No resorts near me
Other
30.0%
Too expensive
Do not have the gear/clothing
I do not have anyone to go w ith
20.0%
Parents w ill not let me
Do not want to get made fun of w hile learning
10.0%
No resorts near me
Other
0.0%
Male
Female
Too expensive
with
Do not want to get made fun
of while learning
Male
34.5%
14.5%
Female
33.0%
16.5%
10.9%
16.9%
16.9%
14.2%
10.3%
7.7%
7.5%
6.8%
4.0%
2.6%
1.4%
2.3%
150
2008:
started?
No resorts near me
Other
Too expensive
Do not have the
gear/clothing
with
Do not want to get made
fun of while learning
13-14
34.2%
12.7%
16.4%
10.9%
15-17
34.8%
15.2%
16.6%
13.5%
18-20
32.0%
16.4%
15.2%
18.1%
21-25
28.7%
23.2%
11.8%
16.9%
10.3%
8.0%
8.2%
6.7%
7.6%
6.4%
7.2%
8.3%
5.8%
3.2%
1.5%
1.2%
2.1%
2.3%
1.4%
3.1%
151
2008:
started?
No resorts near me
Other
30.0%
Too expensive
I do not have anyone to go w ith
Parents w ill not let me
Do not want to get made fun of w hile learning
20.0%
10.0%
0.0%
13-14
15-17
18-20
21-25
152
2014:
started?
No resorts near me 32.9%
Too expensive
21.9%
Not sure how to get
21.9%
started
Do not have the
9.5%
gear/clothing
I do not have
8.3%
anyone to go with
2.6%
me
Other
1.4%
.7%
No Time
.5%
It's too cold
.2%
1%
1%
3%
0%
No resorts near
me
0%
Too expensive
8%
33%
10%
Not sure how to
get started
Do not have the
gear/clothing
I do not have
anyone to go with
22%
22%
me
Other
Health
Issues/Injures
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
153
2014:
started?
No resorts near me
Too expensive
I do not have anyone to go with
Other
No Time
It's too cold
Male
39.1%
22.1%
17.4%
9.8%
7.9%
1.5%
.9%
.4%
.5%
.2%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
Female
28.8%
21.8%
24.8%
9.3%
8.6%
3.3%
1.7%
.9%
.5%
.3%
154
2014:
started?
No resorts near me
Too expensive
Not sure how to get
started
Do not have the
gear/clothing
I do not have anyone to
go with
Other
No Time
It's too cold
13-14
33.2%
17.5%
15-17
34.1%
19.1%
18-20
32.5%
24.3%
21-25
31.7%
25.0%
25.5%
22.6%
21.1%
19.8%
6.5%
9.3%
10.5%
10.1%
7.4%
8.3%
7.6%
9.8%
7.7%
1.3%
.7%
.0%
.1%
4.1%
1.1%
.6%
.3%
.4%
.7%
1.4%
1.0%
.7%
.2%
.2%
1.9%
.6%
.8%
.1%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
155
2014:
started?
0%
10%
20%
17.5%
Too expensive
19.1%
6.5%
60%
70%
32.5%
22.6%
1.3%
21.1%
0.7%
0.1%
9.8%
1.4%
1.9%
0.6%
0.8%
0.4%
15-17
0.7%
0.2%
1.0%
0.7%
13-14
10.1%
4.1%
0.6%
0.3%
19.8%
7.6%
1.1%
100%
25.0%
7.7%
Other
90%
31.7%
10.5%
8.3%
80%
24.3%
9.3%
7.4%
I do not have anyone to go with
50%
34.1%
25.5%
It's too cold
40%
33.2%
No resorts near me
No Time0.0%
30%
18-20
0.2%
0.1%
21-25
156
2006:
Easier and cheaper
access to snowboarding
51.1%
resorts
17.4%
with
If it were easier to learn
7.2%
If I was more athletic
7.0%
If it wasn’t so cold
4.9%
Cheaper lift tickets
4.7%
If I could rent
3.8%
snowboarding equipment
If there were more people
3.6%
like me snowboarding
If I could rent
.3%
snowboarding clothing
Female
Male
Easier and cheaper access
to snowboarding resorts
48.6%
56.9%
If I had someone to go with
18.8%
14.1%
7.5%
6.5%
7.8%
5.1%
If I could rent snowboarding
equipment
5.5%
4.0%
3.4%
6.4%
4.0%
3.3%
3.3%
4.1%
.4%
.1%
clothing
157
2006:
0%
4%
Easier and cheaper access to
4%
5%
5%
7%
51%
7%
17%
equipment
If there were more people like
me snowboarding
158
2006:
13-14
15-17
18-20
21-24
49.2%
51.4%
50.4%
52.1%
20.8%
18.4%
17.3%
14.5%
8.3%
5.5%
3.7%
2.1%
7.3%
6.7%
4.0%
3.8%
6.9%
7.7%
5.4%
5.6%
7.4%
7.0%
6.2%
5.6%
equipment
6.7%
4.2%
3.0%
3.5%
If there were more people like me
snowboarding
3.7%
3.7%
3.5%
3.4%
.0%
.5%
.3%
.3%
clothing
159
2006:
60.0%
50.0%
40.0%
13-14
30.0%
15-17
18-20
20.0%
21-24
10.0%
0.0%
Easier and
If I had
If it were If I was more If it wasn’t so Cheaper lift If I could rent If there were If I could rent
cheaper
someone to easier to learn athletic
cold
tickets
snowboarding more people snowboarding
access to
go with
equipment
like me
clothing
snowboarding
snowboarding
resorts
160
2008:
Easier and cheaper
access to
If I had someone to
teach me
with
Cheaper Equipment
If there were more
people like me
snowboarding
If I could rent
equipment
Male Female
35.4%
21.6%
12.9%
11.4%
9.6%
3.6%
3.3%
Easier and cheaper
resorts
If I had someone to
teach me
with
Cheaper Equipment
If there were more
people like me
snowboarding
If I could rent equipment
36.9%
35.0%
15.2%
23.4%
10.4%
13.6%
10.9%
11.5%
12.7%
5.8%
8.8%
3.0%
5.3%
2.7%
2.8%
2.0%
2.2%
161
2008:
2%
4%
3%
If I had someone to teach me
10%
35%
11%
Cheaper Equipment
13%
me snowboarding
22%
162
2008:
Easier and cheaper access to snow boarding resorts
If it w ere easier to learn
If I had someone to go w ith
30.0%
Cheaper Equipment
If there w ere more people like me snow boarding
20.0%
10.0%
0.0%
Male
Female
163
2008:
Easier and cheaper
resorts
If I had someone to teach
me
with
Cheaper Equipment
13-14
15-17
18-20
21-25
28.6%
34.7%
39.6%
38.0%
19.0%
22.7%
21.2%
20.3%
16.5%
14.0%
10.4%
9.2%
15.3%
10.5%
9.9%
13.9%
8.5%
1.8%
9.7%
3.6%
10.0%
4.2%
10.1%
4.4%
6.4%
3.1%
2.0%
2.8%
3.9%
1.7%
2.6%
1.3%
164
2008:
40.0%
Easier and cheaper access to snow boarding resorts
If it w ere easier to learn
If I had someone to go w ith
30.0%
Cheaper Equipment
If there w ere more people like me snow boarding
20.0%
10.0%
13-14
15-17
18-20
21-25
165
2014:
Easier and cheaper
access to
If I had someone to
teach me
Cheaper equipment
If I had someone to
go with
If it were easier to
learn
If there were more
people like me
snowboarding
If I could rent
equipment
42.7%
27.2%
9.8%
9.2%
5.2%
3.1%
1.5%
Easier and cheaper
access to
If I had someone to
teach me
Cheaper equipment
with
If there were more
people like me
snowboarding
If I could rent
equipment
Male
Female
47.3%
39.7%
20.8%
31.4%
11.0%
9.1%
10.4%
8.4%
4.5%
5.6%
3.4%
2.9%
1.5%
1.6%
1.0%
1.2%
1.2%
166
2014:
2% 1%
5%
3%
9%
Cheaper equipment
43%
10%
me snowboarding
27%
167
2014:
Easier and cheaper
resorts
If I had someone to teach
me
Cheaper equipment
with
13-14
15-17
18-20
21-25
39.2%
43.0%
43.9%
42.8%
33.1%
28.0%
24.6%
26.3%
6.0%
8.9%
10.9%
11.9%
7.8%
9.6%
8.9%
9.8%
7.2%
4.7%
6.2%
3.4%
5.3%
3.7%
2.3%
2.3%
.6%
.8%
1.0%
1.2%
1.9%
1.2%
2.3%
1.2%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
168
2014:
50.0%
45.0%
40.0%
35.0%
30.0%
13-14
25.0%
15-17
20.0%
18-20
15.0%
21-25
10.0%
5.0%
0.0%
Easier and If I had someone
cheaper access to teach me
to
snowboarding
resorts
Cheaper
equipment
If I had someone If it were easier
to go with
to learn
If there were
more people
like me
snowboarding
Cheaper lift
tickets
If I could rent
equipment
169
2006:
If you could rent a snowboard, boots, and bindings, how much would you be willing
to pay?
$30
$50+
$10
16.1%
15.8%
14.7%
$30
16.8% 14.5%
$50+
16.9% 13.3%
$20
$40
13.4%
11.3%
$10
12.6% 19.9%
$20
12.7% 15.2%
$25
$35
$45
$15
10.9%
6.3%
5.8%
5.5%
$40
12.1%
$25
10.8% 11.2%
Female
Male
9.5%
$35
6.4%
6.1%
$45
6.6%
3.9%
$15
5.1%
6.6%
170
2006:
to pay?
13-14
15-17
18-20
21-24
$30
15.0%
16.0%
17.6%
14.2%
$50+
24.5%
17.6%
13.4%
14.0%
$10
11.6%
11.4%
16.2%
19.6%
$20
11.0%
13.1%
14.3%
13.4%
$40
9.8%
12.3%
11.1%
10.3%
$25
10.1%
10.2%
11.0%
12.6%
$35
6.4%
7.0%
5.9%
5.7%
$45
7.3%
7.3%
5.0%
3.7%
$15
4.3%
5.1%
5.6%
6.4%
171
2006:
to pay?
0%
$30
10%
20%
9.8%
$25
10.1%
17.6%
19.6%
12.3%
13.4%
11.1%
10.2%
10.3%
11.0%
7.0%
12.6%
5.9%
7.3%
5.1%
5.7%
5.0%
5.6%
15-17
18-20
100%
14.0%
14.3%
13-14
90%
13.4%
13.1%
7.3%
4.3%
80%
14.2%
16.2%
6.4%
$45
70%
17.6%
11.4%
$40
60%
16.0%
11.6%
11.0%
$15
50%
24.5%
$20
$35
40%
15.0%
$50+
$10
30%
3.7%
6.4%
21-24
172
2014:
If you could rent a snowboard, boots, and bindings, how much would you be willing to
pay?
$20
$25
$50+
$30
$15
$40
$45
$35
$10
Less than $10
28.2%
19.1%
18.2%
14.0%
8.1%
4.6%
3.1%
3.0%
1.3%
.4%
If you could rent a snowboard, boots,
and bindings, how much would you be
willing to pay? (2014)
If you could rent a
snowboard, boots, and
bindings, how much would
you be willing to pay? (2014)
If you could rent a
snowboard, boots,
and bindings, how
much would you
be willing to pay?
(2014)
32$
Male
Female
33$
31$
13-14
15-17
18-20
21-25
33
32
31
32
173
2014:
pay?
35.0%
30.0%
25.0%
20.0%
Male
15.0%
Female
10.0%
5.0%
0.0%
$20
$25 $50+ $30
$15
$40
$45
$35
$10
Less
than
$10
$20
$25
$50+
$30
$15
$40
$45
$35
$10
Less than
$10
Male Female
26.1%
29.4%
18.3%
19.6%
21.0%
16.5%
13.8%
14.1%
7.3%
8.6%
4.7%
4.5%
3.5%
2.9%
3.5%
2.7%
1.3%
1.4%
.6%
.4%
174
2014:
pay?
$20
$25
$50+
$30
$15
$40
$45
$35
$10
Less than $10
13-14
27.2%
20.1%
19.2%
12.4%
8.2%
3.7%
4.3%
3.4%
1.0%
.5%
15-17
29.2%
19.9%
17.4%
12.9%
8.5%
4.1%
3.3%
3.4%
.9%
.3%
18-20
28.0%
18.0%
17.9%
14.8%
8.6%
4.7%
2.6%
2.5%
2.4%
.5%
21-25
27.4%
18.9%
19.0%
15.1%
7.0%
5.5%
2.9%
3.0%
.6%
.5%
175
2014:
pay?
0%
$20
10%
20%
27.2%
$25
20.1%
$50+
19.2%
$30
$15
$40
12.4%
$10
Less than $10
40%
3.7%
50%
19.9%
18.9%
19.0%
15.1%
8.6%
4.7%
7.0%
5.5%
3.3%
3.4%
2.6%
3.4%
2.5%
0.9%
2.9%
3.0%
2.4%
0.3%
15-17
0.5%
18-20
100%
27.4%
14.8%
8.5%
13-14
90%
17.9%
12.9%
0.5%
80%
18.0%
17.4%
4.3%
70%
28.0%
4.1%
1.0%
60%
29.2%
8.2%
$45
$35
30%
0.6%
0.5%
21-25
176
2006:
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
$20
$5
$30 $40+ $25
$10
$15
$20
$5
18.7%
16.8%
$30
$40+
$25
$10
$15
$35
12.7%
11.9%
11.6%
11.6%
10.8%
6.0%
$35
177
2006:
Female
Male
$20
19.1%
17.9%
$5
13.3%
$30
13-14
15-17
18-20
21-24
$20
14.4%
18.5% 20.0%
18.3%
25.2%
$5
11.9%
12.9% 18.4%
23.2%
14.4%
8.5%
$30
14.4%
13.6% 12.3%
10.9%
$40+
13.2%
8.7%
$40+
17.7%
13.1% 10.2%
10.7%
$25
12.5%
9.4%
$25
9.8%
13.1% 10.7%
10.5%
$10
9.7%
16.0%
$10
9.8%
10.4% 12.9%
12.0%
$15
10.5%
11.5%
$15
11.9%
11.4% 10.1%
10.4%
$35
7.3%
2.8%
$35
10.1%
6.8%
5.4%
3.9%
178
2014:
$10
38.0%
$20
14.7%
$40+
11.2%
$30
10.7%
$5
9.0%
$15
7.5%
$25
6.5%
$35
2.4%
If you could rent snowboarding
apparel and accessories, how much
(2014)
If you could rent
snowboarding apparel and
accessories, how much
(2014)
If you could rent
snowboarding
apparel and
accessories, how
much (2014)
19$
Male
Female
18$
19$
13-14
15-17
18-20
21-25
18$
19$
19$
19$
179
2014:
$10
$20
$40+
$30
$5
$15
$25
$35
Male
36.0%
16.2%
10.9%
9.8%
10.3%
7.1%
7.4%
2.2%
Female
39.2%
13.8%
11.3%
11.2%
8.3%
7.7%
6.0%
2.5%
13-14
$10
36.7%
$20
15.3%
$40+
9.9%
$30
10.3%
$5
10.1%
$15
9.8%
$25
6.4%
$35
1.5%
15-17
39.3%
14.4%
11.0%
10.8%
8.7%
7.3%
5.4%
3.1%
18-20
37.6%
14.1%
11.4%
10.8%
9.4%
7.9%
6.6%
2.2%
21-25
37.5%
15.5%
11.9%
10.5%
8.4%
5.9%
8.2%
2.2%
180
2014:
45.0%
40.0%
35.0%
30.0%
13-14
15-17
18-20
21-25
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
$10
$20
$40+
$30
$5
$15
$25
$35
181
2006:
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
$80
$90
$100+
$70
$75
$65
$55
$60
$50
$40
$30
$45
$35
$25
0.0%
$25
$35
$45
$30
$40
$50
$60
$55
$65
$75
$70
$100+
$90
$80
15.4%
15.1%
13.3%
13.1%
12.3%
11.2%
5.9%
4.7%
3.3%
2.1%
1.8%
.9%
.5%
.3%
182
2006:
13-14
15-17
18-20
21-24
$25
20.9%
16.8%
13.9%
14.4%
15.4%
$35
14.0%
17.3%
12.9%
15.1%
12.3%
14.6%
$45
14.0%
11.8%
16.2%
11.4%
$30
14.2%
11.7%
$30
20.9%
12.7%
13.4%
12.2%
$40
12.3%
12.3%
$40
9.3%
10.6%
15.2%
11.4%
$50
12.3%
9.6%
$50
4.7%
10.6%
9.8%
15.1%
$60
5.8%
6.1%
$60
7.0%
5.8%
5.9%
5.9%
$55
4.7%
4.8%
$55
7.0%
4.8%
5.2%
3.7%
$65
3.0%
3.8%
$65
2.3%
3.4%
2.3%
4.8%
$75
2.5%
1.7%
$75
.0%
2.4%
1.5%
3.0%
$70
1.6%
2.1%
$70
.0%
1.7%
2.1%
1.8%
$100+
1.1%
.6%
$100+
.0%
1.2%
.8%
.7%
$90
.8%
.2%
$90
.0%
1.0%
.3%
.4%
$80
.5%
.0%
$80
.0%
.2%
.5%
.0%
Female
Male
$25
14.1%
17.1%
$35
14.8%
$45
183
2014:
$20
$30
$50
$75+
$25
$40
$60
$35
$45
$70
$55
$65
26.6%
22.1%
15.8%
13.5%
10.4%
4.8%
2.7%
1.5%
1.1%
1.0%
.3%
.3%
What do you think you could
afford for a lift ticket? (2014)
41$
Male
Female
37$
43$
What do you think you
could afford for a lift
ticket? (2014)
What do you
think you
could afford
for a lift ticket?
(2014)
13-14
15-17
18-20
21-25
42
42
40
39
184
2014:
$20
$30
$50
$75+
$25
$40
$60
$35
$45
$70
$65
$55
Male
32.0%
20.4%
13.5%
12.0%
11.6%
4.5%
2.5%
1.3%
.8%
.9%
.3%
.3%
Female
23.3%
23.1%
17.2%
14.4%
9.7%
5.0%
2.9%
1.6%
1.2%
1.1%
.2%
.2%
$20
$30
$50
$75+
$25
$40
$60
$35
$45
$70
$65
$55
13-14
26.9%
21.2%
14.5%
13.9%
8.5%
3.8%
3.6%
2.4%
1.6%
2.4%
.6%
.4%
15-17
25.4%
22.7%
16.7%
13.7%
10.4%
4.2%
2.9%
1.5%
1.2%
.7%
.3%
.2%
18-20
26.4%
21.8%
15.9%
13.5%
10.5%
5.4%
2.7%
1.8%
1.0%
1.0%
.0%
.1%
21-25
27.9%
22.1%
15.4%
12.9%
11.4%
5.2%
2.0%
.8%
.7%
.8%
.3%
.5%
185
2014:
35.0%
30.0%
25.0%
20.0%
Male
Female
15.0%
10.0%
5.0%
0.0%
$20 $30 $50 $75+ $25 $40 $60 $35 $45 $70 $65 $55
186
2006:
I have no interest in
attending a camp
Good time with
friends
Fun vacation
Get better at my
sport overall
Travel to someplace
new
Learn new tricks, pipe
moves
Other
Ride with Pros
Friend/Family
recommended it
28.9%
2%
24.6%
17.5%
9.4%
7.4%
6%
7%
attending a camp
1%
Good time with
friends
4%
29%
Get better at my sport
overall
9%
Travel to someplace
new
6.5%
3.6%
1.6%
.7%
Fun vacation
17%
25%
moves
Other
Ride with Pros
187
2006:
Female
attending a camp
28.1% 30.7%
25.1% 23.5%
Fun vacation
17.8% 16.6%
overall
Travel to someplace
new
moves
Other
Ride with Pros
Friend/Family
recommended it
Male
8.8% 11.0%
7.9%
6.2%
6.2%
7.2%
3.8%
1.5%
2.8%
1.7%
.7%
.5%
188
2006:
13-14
15-17
18-20
21-24
attending a camp
25.7%
25.7%
29.7%
34.8%
25.4%
27.2%
24.2%
20.0%
Fun vacation
overall
11.9%
15.9%
18.6%
20.2%
12.5%
9.9%
8.8%
8.5%
Travel to someplace new
10.4%
6.4%
7.2%
8.7%
7.3%
7.9%
6.0%
4.1%
4.0%
2.1%
4.4%
1.8%
3.2%
1.6%
2.4%
1.0%
.6%
.8%
.7%
.3%
moves
Other
Ride with Pros
Friend/Family
recommended it
189
2014:
Good time with
friends
Fun vacation
Travel to someplace
new
attending a camp
Get better at my
sport overall
Learn new tricks,
pipe moves
Ride with Pros
Friend/Family
recommended it
Other
29.6%
1%
2%
17.7%
15.6%
14.6%
Good time with
friends
0%
Fun vacation
5%
30%
13%
attending a camp
12.9%
5.3%
overall
15%
moves
2.0%
1.6%
.6%
Travel to someplace
new
18%
Ride with Pros
16%
Friend/Family
recommended it
Other
190
2014:
Good time with
friends
Fun vacation
Travel to
someplace new
attending a camp
Get better at my
sport overall
Learn new tricks,
pipe moves
Ride with Pros
Friend/Family
recommended it
Other
Male
Female
30.7%
28.9%
17.3%
17.9%
13.0%
17.4%
16.9%
13.1%
12.9%
12.9%
5.0%
5.6%
2.1%
1.9%
1.6%
1.7%
.6%
.5%
Good time with
friends
Fun vacation
Travel to
someplace new
I have no interest
in attending a
camp
Get better at my
sport overall
Learn new tricks,
pipe moves
Ride with Pros
Friend/Family
recommended it
Other
13-14
15-17
18-20
21-25
26.5%
32.5%
29.2%
28.3%
16.0%
16.3%
18.6%
19.2%
12.1%
13.8%
17.5%
17.6%
16.0%
13.0%
13.9%
16.6%
16.4%
13.4%
12.8%
10.5%
7.8%
7.3%
3.9%
3.2%
2.2%
2.0%
1.7%
2.3%
1.9%
1.4%
1.8%
1.6%
1.2%
.2%
.6%
.6%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
191
2014:
35.0%
35.0%
30.0%
30.0%
25.0%
25.0%
20.0%
20.0%
15.0%
15.0%
10.0%
13-14
Male
5.0%
15-17
Female
0.0%
10.0%
5.0%
0.0%
18-20
21-25
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
192
2006:
Price
55.6%
People’s
attitudes who
don’t ride
People’s
attitudes who
ride
The resorts
1% 1%
1%
2%
18.5%
Price
don’t ride
5%
16.0%
ride
16%
The resorts
4.6%
Snowboarding
Events
2.2%
The clothing
1.4%
Snowboarding Events
56%
18%
The gear
.8%
Other
.8%
The clothing
The gear
Other
193
2006:
Price
Female
Male
57.1%
53.7%
People’s
attitudes
who don’t
ride
18.0%
People’s
attitudes
who ride
13.9%
19.0%
18.7%
The resorts
4.7%
4.6%
Snowboardin
g Events
2.7%
1.6%
The clothing
1.6%
1.1%
.9%
.8%
1.1%
.5%
The gear
Other
13-14
15-17
18-20
21-24
Price
50.0%
53.9%
60.6%
51.9%
People’s
attitudes who
don’t ride
20.0%
20.4%
15.4%
19.4%
People’s
attitudes who
ride
15.7%
15.8%
15.0%
18.2%
8.6%
4.1%
4.5%
5.1%
.0%
2.7%
1.6%
2.9%
The clothing
1.4%
1.2%
1.2%
1.9%
The gear
4.3%
.7%
1.0%
.0%
.0%
1.2%
.6%
.6%
The resorts
Snowboarding
Events
Other
194
2014:
Price
69.1%
People's attitudes
11.9%
who don't ride
People's attitudes
8.8%
who ride
The resorts
4.6%
The clothing
1.6%
The gear
1.5%
Snowboarding
1.3%
Events
Other
1.3%
Price
1% 1%
1%
2%
People's attitudes
who don't ride
5%
People's attitudes
who ride
9%
The resorts
12%
The clothing
69%
The gear
Snowboarding Events
Other
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
195
2014:
Price
People's
attitudes who
don't ride
People's
attitudes who
ride
The resorts
The clothing
The gear
Other
Snowboarding
Events
Male Female
72.9%
65.6%
9.2%
14.3%
7.7%
9.7%
4.5%
1.4%
1.8%
1.2%
4.6%
1.8%
1.2%
1.4%
1.2%
1.4%
Price
People's
attitudes who
don't ride
People's
attitudes who
ride
The resorts
The clothing
The gear
Other
Snowboarding
Events
13-14
64.7%
15-17
62.7%
18-20
69.3%
21-25
76.6%
12.8%
16.0%
10.6%
9.2%
8.3%
10.7%
9.7%
5.9%
3.8%
3.8%
3.8%
1.5%
4.6%
2.3%
2.3%
.3%
4.2%
1.3%
1.3%
2.1%
5.3%
.5%
.3%
1.3%
1.5%
1.3%
1.5%
1.0%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
196
2014:
80.0%
90.0%
70.0%
80.0%
70.0%
60.0%
60.0%
50.0%
50.0%
40.0%
40.0%
30.0%
30.0%
13-14
20.0%
15-17
20.0%
Male
10.0%
Female
10.0%
18-20
0.0%
21-25
0.0%
SIA Stage
©2012
One:
Label
What
Networks
We Know
Inc. Report 2014
197
2006:
Getting better
Weather/Snowfall
Availability of the Sport in
terms of location (getting to
a mountain)
Other
People’s attitudes to the
sport
terms of greater variety of
people who have access to
ride
Events for Amateurs
Gear getting better
The Olympics
Events for Pros
31.6%
26.5%
19.7%
10.4%
3.4%
3.3%
1.6%
1.2%
.9%
.7%
.5%
Female Male
Getting better
Weather/Snowfall
30.2% 33.5%
29.3% 22.7%
18.2% 21.6%
terms of location (getting to
a mountain)
10.9% 9.6%
Other
People’s attitudes to the
sport
people who have access to
ride
Events for Amateurs
Gear getting better
The Olympics
Events for Pros
3.9% 2.8%
2.7% 4.2%
1.5% 1.9%
1.3% 1.2%
.7% 1.2%
.7% .8%
.6% .5%
198
2006:
199
2006:
13-14
15-17
18-20
21-24
24.7%
30.2%
33.6%
32.5%
Getting better
Weather/Snowfall
35.6%
15.1%
29.9%
18.2%
25.4%
20.8%
20.4%
21.6%
location (getting to a mountain)
11.0%
10.2%
10.1%
10.9%
Other
4.1%
3.7%
2.5%
4.1%
2.7%
3.6%
3.2%
3.3%
.0%
.7%
1.9%
3.3%
Events for Amateurs
5.5%
.7%
.8%
2.1%
Gear getting better
.0%
1.0%
.6%
1.5%
.0%
1.4%
1.0%
.8%
1.0%
.2%
.0%
.3%
greater variety of people who have
access to ride
The Olympics
Events for Pros
200
2014:
Expensive costs of the
sport
Weather/Snowfall
(Climate Change)
Getting better
terms of location (getting
to the mountain)
People's attitudes to the
sport
Events for Amateurs
people
The Olympics
Other
Events for Pros
40.8%
20.0%
17.3%
10.5%
2.7%
2.1%
2.0%
1.6%
1.4%
1.2%
.3%
201
2014:
Getting better
Availability of the Sport in terms of location (getting
to the mountain)
Events for Amateurs
Availability of the Sport in terms of greater variety of
people
The Olympics
Other
Events for Pros
Male
46.2%
Female
35.9%
18.2%
15.5%
21.6%
19.0%
10.8%
10.2%
2.3%
2.6%
3.1%
1.8%
1.4%
2.6%
1.2%
1.5%
.5%
.0%
1.9%
1.4%
1.9%
.5%
202
2014:
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
Male
0.0%
Female
203
2014:
Weather/Snowfall (Climate
Change)
Getting better
location (getting to t
Events for Amateurs
greater variety of peo
The Olympics
Other
Events for Pros
13-14
40.6%
15-17
39.3%
18-20
37.0%
21-25
47.1%
18.0%
19.9%
21.5%
18.8%
15.8%
18.9%
18.4%
15.0%
8.3%
10.8%
12.1%
8.9%
3.8%
2.3%
4.0%
2.5%
2.5%
1.7%
1.3%
2.3%
3.0%
1.3%
2.1%
2.3%
1.5%
2.3%
3.8%
.8%
.5%
.8%
1.5%
.5%
2.3%
1.5%
.8%
.0%
1.8%
1.8%
.5%
.3%
204
2014:
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
13-14
10.0%
15-17
5.0%
18-20
0.0%
21-25
205
2006:
30.0%
25.3%
25.0%
20.0%
14.7%
15.0%
14.4%
12.1%
8.7%
10.0%
6.6%
5.5%
5.2%
5.0%
4.6%
3.0%
0.0%
None
Bindings
Gloves
Boots
Apparel
Boards
Snowboard
Luggage
Goggles
Helmets
Backpacks
206
2006:
None
Bindings
Gloves
Boots
Apparel
Boards
Snowboard
Luggage
Goggles
Helmets
Backpacks
25.3%
14.7%
14.4%
12.1%
8.7%
6.6%
5.5%
5.2%
4.6%
3.0%
None
Bindings
Gloves
Boots
Apparel
Boards
Snowboard
Luggage
Goggles
Helmets
Backpacks
Female
24.8%
12.3%
14.3%
11.0%
10.1%
6.0%
Male
25.8%
17.8%
14.5%
13.5%
6.9%
7.3%
7.1%
3.5%
5.9%
5.4%
3.1%
4.3%
3.5%
2.9%
207
2006:
13-14
23.8%
15-17
23.5%
18-20
27.6%
21-24
25.2%
Bindings
3.8%
15.2%
15.7%
14.5%
Gloves
Boots
Apparel
Boards
17.5%
7.5%
7.5%
15.0%
14.6%
11.4%
7.5%
8.1%
13.6%
12.5%
9.5%
5.8%
14.5%
13.7%
9.9%
3.2%
Snowboard Luggage
11.3%
5.7%
4.2%
5.9%
Goggles
Helmets
2.5%
10.0%
6.0%
5.7%
4.2%
3.4%
5.9%
3.2%
1.3%
2.3%
3.4%
4.0%
None
Backpacks
208
2006:
30.0%
25.0%
20.0%
13-14
15.0%
15-17
18-20
21-24
10.0%
5.0%
0.0%
None
Bindings
Gloves
Boots
Apparel
Boards Snowboard Goggles
Luggage
Helmets Backpacks
209
2014:
None
Bindings
Boots
Gloves
Apparel
Helmets
Boards
Goggles
Snowboard
Luggage
Backpacks
22.8%
18.0%
13.1%
10.0%
8.0%
7.7%
6.8%
6.2%
25.0%
20.0%
15.0%
10.0%
5.0%
5.1%
2.2%
0.0%
210
2014:
30.0%
25.0%
20.0%
15.0%
Male
10.0%
Female
5.0%
0.0%
None
Bindings
Boots
Gloves
Apparel
Helmets
Boards
Goggles
Snowboard
Luggage
Backpacks
Male Female
25.4%
20.5%
15.4%
20.4%
12.7%
13.4%
9.5%
10.4%
5.9%
10.0%
7.6%
7.9%
7.7%
6.0%
7.7%
4.9%
5.0%
5.2%
3.2%
1.4%
211
2014:
None
Bindings
Boots
Gloves
Apparel
Helmets
Boards
Goggles
Snowboard
Luggage
Backpacks
13-14
26.9%
17.9%
11.9%
6.7%
6.0%
8.2%
3.7%
6.0%
15-17
22.6%
17.8%
11.0%
12.0%
8.5%
7.5%
6.8%
5.5%
18-20
20.0%
21.2%
12.7%
9.9%
7.7%
8.6%
8.2%
6.2%
21-25
25.1%
14.4%
15.9%
9.1%
8.6%
6.8%
6.3%
7.1%
6.7%
5.8%
4.3%
4.8%
6.0%
2.5%
1.3%
1.8%
212
2014:
30.00%
25.00%
20.00%
13-14
15.00%
15-17
18-20
21-25
10.00%
5.00%
0.00%
None
Bindings
Boots
Gloves
Apparel
Helmets
Boards
Goggles
Snowboard Backpacks
Luggage
213
Please let us know if you have any questions regarding
Stage One: “What We Know” Snowboarding and Skiing Report on
Youth Culture Markets.
We look forward to developing the next phase of this project.
Thank you!
Contact: Kathleen Gasperini
Senior Vice President
Kathleen@labelnetworks.com
Cell: (310) 895-0368
Label Networks, Inc.
13101 Washington Blvd. Suite 411
Los Angeles, CA 90066
(323) 630-4000
info@labelnetworks.com
214

SIA SnowSki Youth Report 2014 - SnowSports Industries America

Transcription

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