SnowSports Industries America (SIA) recently released their 2011 Women’s Market Intelligence Report, which discovered that women influence 80% of consumer spending in the snow sports marketplace. Regardless of the fact that a majority of winter athletes are male, women have a significant say in the purchasing decisions of their family members.
In the past year, women spent $941 million on women’s snow sports gear. SIA’s Women’s Market Intelligence Report seeks to determine exactly where, what, and how female winter sports enthusiasts spent this money in the past year, thus trending how they may purchase in the future.
The SIA Women’s Market Intelligence Report will help companies better understand the female snow sports market. Some of the highlights of the 2011 report are seen below:
-The top selling ski in 2010-2011 was the K2 Tru Luv, a women’s ski
-The typical female snowboarder is between the ages of 25 and 34
-34% of women cross country skiers report household incomes of $100K+
-Women’s AT/Randonee boots saw an increase of 214% in unit sales last season
-Alpine ski equipment represents 68% of women’s snow sports equipment purchases
-Women can fully outfit themselves for skiing or riding for less than $2000
-Snowshoeing brings in the most female participants, making up 46% of the category
-Women prefer to shop in specialty shops, where they look for expert advice
The 2011 Women’s Market Intelligence Report is accessible for free to SIA members, and it’s available to nonmembers for a fee of $425.
The SIA covers all aspects of the snow industry, including demographics, consumer opinions and behavioral patters, weather patterns, snow sports participation, overall market analysis, and more. SIA also offers a variety of other Market Intelligence reports, including reports on children’s influence in the industry and on the industry as a whole.