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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 Board-Trac Skateboarder Profile
- Average Amount Spent on Hardgoods and Softgoods
- Profile of Leisure time Activities and Lifestyle Influences
- I. The Skateboarder
- Profile of the Average Skateboarder
- Frequency of Participation
- Gender Participation
- Favorite Place to Skateboard
- Skateboarding Experience - Years Spent
- Longboard or Shortboard Preferences
- II. Hardgoods Preferences
- General Hardgoods Preferences
- Average Amount Spent and Frequency of Purchase
- Age, Gender and Frequency of Participation
- 2008 compared to 2006
- Frequency of Purchase: 2008 compared to 2006 and 2004
- Specific Hardgoods Preferences
- Decks
- Trucks
- Wheels
- Helmets
- Grip Tape and Wax
- Year of Last Purchase
- Decks
- Trucks
- Wheels
- Longboards
- III. Softgoods Preferences
- General Softgoods Preferences
- Average Amount Spent of each of the items studied - 2008 compared with 2004 and 2006
- Frequency of Purchase
- Specific Softgoods Preferences
- Discovery of New Brands
- Influences on Clothes and Purchases - Age, Gender and Frequency of Participation
- Purchase Location
- Backpacks
- T-shirts
- Jeans
- Shorts
- Skate Shoes
- Sandals
- Sunglasses
- Watches
- 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 Skateboarding Report explores skateboarding 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 focus on sample demographics in four key sections:
- Demographic Profile
- Hardgoods
- Softgoods
- Lifestyle / Influences
The Executive Summary profiles the average skateboarder according to the data collected outlining 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, skaters who skateboard every day (frequent) might be compared to skaters who skateboard less than every day (infrequent).
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