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Published by: Board-Trac
Published: Jul. 1, 2008
Table of Contents
- Introduction
- Methodology
- Sample Demographic
- State of Origin by Percentages of the top ten U.S. states and countries outside of the U.S.
- Gender Participation by Percentage
- Age Segmentation
- Executive Summary
- 2008 BoardTrac Surfer Profile
- Average Amount Spent on Hardgoods and Softgoods
- Profile of Leisure time Activities and Lifestyle Influences
- I. The Surfer
- Profile of the Average Surfer
- Frequency of Participation
- Longboarder and Shortboarder Participation
- Frequency of Participation, Gender and Age
- Surfing Experience Years Spent
- II. Hardgoods Preferences
- General Hardgoods Preferences
- Longboards and Shortboards
- Average Amount Spent Age, Gender and Frequency of Participation
and Frequency of Purchase
- Specific Hardgoods Preferences
- Surfboards - Top Brands
- Wesuits Type Preferred by ongboarders and Shortboarders)
- Purchase Location and Year of Last Purchase
- Longboards
- Shortboards
- Wetsuits
- III. Softgoods Preferences
- General Softgoods Preferences
- Average Amount Spent of each of the items studied - 2008 compared with 2004 and 2006
- Frequency of Purchase - 2008 compared with 2004 and 2006
- Specific Softgoods Preferences
- Discovery of New Brands
- Influences on Clothes and Purchases - Age, Gender and Frequency of Participation
- Frequency of Purchase - Price by Age and Gender
- Purchase Location
- Backpacks
- Tshirts
- Jeans
- Boardshorts
- Skate Shoes
- Sandals
- Sunglasses
- Watches
- Total Monthly Spending on Shoes, Clothes and Accessories - Age and Gender
- Sources for Learning about New Brands
- Top 16 Influences
- IV. Lifestyle Influences
- Fast Facts
- Cross Over Sports
- Music - Favorite Music by Genre, Age and Purchasing Habits
- Frequency of Music Purchase
- Amount Spent on Music
- Downloads vs. Purchase
- Electronics and Internet
- Consumer electronics owned
- Video Game Platforms Owned
- Games Owned
- Time Spent Playing Video Games
- Online Shopping Behavior
- Magazines
- Preferences
- FUEL TV
- Awareness by Age
- Popularity
- Programming
AbstractThe 2008 Surf Report explores surfing trends that have been developing since 2001 and are prominent in 2008. It provides an in-depth analysis of purchasing habits, brand preferences and lifestyle attitudes. This report begins with an Executive Summary then focuses on sample demographics in four key sections:
- Demographic Profile
- Hardgoods
- Softgoods
- Lifestyle / Influences
The Executive Summary profiles the average surfer according to the data collected and outlines where they shop for hardgoods and softgoods, how much they spend, how often they buy and what they do in their leisure time. The demographic profile section shows frequency of participation, length of participation and participation by age and gender.
Included in the Hardgoods and Softgoods sections are respondents’ purchasing habits as related to sport-specific equipment, T-shirts, shorts, jeans, shoes, and sunglasses, among other products. These sections also provide trends, frequency of purchase, shopping destinations and amount spent. Charts comparing 2006 with 2008 illustrate average amount spent on each of the hardgoods items studied and in the softgoods section compares 2004, 2006 and 2008 for each item studied.
The Lifestyle / Online Influences section illustrates how board sports participants are influenced by the magazines they read and other factors including their friends, athletes, and how they make specific purchasing decisions based on how the looks on them, comfort, brand, and other product attributes. This section also illustrates how they spend their extra time, their musical preferences, what they do online and if they have made purchases online. The FUEL TV section of the Lifestyle section outlines awareness and programming preferences.
Much of the analysis is contrasted between varying groups or segments - old vs. young, frequent vs. infrequent, male vs. female, etc. For example, surfers who surf every day (frequent) might be compared to skaters who surf less than every day (infrequent).
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