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| The 2006 Board-Trac Skateboarding study provides an in-depth analysis
of skateboarders’ purchasing habits, brand preferences, and lifestyle
attitudes. It is divided into an executive summary and four primary
sections—1) The Skateboarder, 2) Hardgoods Preferences, 3) Softgoods
Preferences, and 4) Lifestyle / Online Influences. Included in the Hardgoods and Softgoods sections are respondents’ purchasing habits and brand preferences as related to skateboarding specific equipment, T-shirts, shorts, jeans, shoes, and sunglasses, among other products. These sections also provide trends on brands that are “hot” among skateboarders. The Lifestyle / Online Influences section illustrates how skateboarders spend their extra time, whether it’s being towed behind a ski boat or eating at Taco Bell. Preferences, whether at the fast food counter or on the skateboard rack, vary from year to year and from group to group. This report analyzes skateboarder trends that have developed since 2001 and preferences that were particularly prominent in 2006. Much of the analysis is contrasted between varying groups or segments of skateboarders—old vs. young, frequent vs. infrequent, etc. For example, skaters who skateboard every day (frequent) might be compared to skaters who skateboard less than every day (infrequent). |
Additional Information
METHODOLOGY
The skateboarders were polled online via websites associated with the action sports industry. As an incentive to complete the study, participants were entered into a drawing for $200 in cash, miscellaneous skateboarding gear, CDs, clothing, and magazine subscriptions. The brands of the prizes were not revealed until winners were later announced (after the study).
Skateboarding 2006 was conducted during the late spring and early summer of 2006.
702 respondents, including 667 male respondents and only 35 female respondents, participated in the survey. This relatively small sample of female skaters prevented most comparisons between genders. Similarly, there were only 17 respondents under 11 years old, so that group was primarily withheld from age comparisons. More details regarding the demographics of the 2006 skateboarder can be found in Section 1, The Skateboarder.
Some of the questions asked of these skateboarders touch on past behaviors and others ask skateboarders to describe their current opinions.
The current opinion questions include preferences of brands; to elicit brand preferences, the respondents were asked “top of mind” questions.
These questions request the skateboarder to name his or her favorite or “coolest” brand. This is different from a multiple-choice question, in that the participant writes-in the brands that first come to mind.
