Snow Sports Consumer Panel
The Snow Sports Consumer Panel is an online consumer research survey system. It is a unique tool that enables SIA to examine, through market research, changing consumer behaviors, attitudes, and perceptions. Hosted on snowsportspanel.com, Snow Sports Consumer Panel members are pre-recruited U.S. residents, 16 years or older, that participate in snow sports (alpine skiing, Nordic, telemark, snowboarding, or snowshoeing). The panel has attracted more than 4,000 members who will participate in approximately eight annual
online surveys based on purchase behavior, participation, etc.
Each survey is projected to the winter sports population using gender, age, income and region demographics. The Superstudy of Sports Participation from SGMA* is used for this projection. For more information, please contact Chris Semon at 703.556.9020 or Chris@snowsports.org.
*SGMA – Sporting Goods Manufacturers Association
The Snow Sports Consumer Panel can be customized to meet your needs. SIA can manage your project from inception to a detailed presentation of the results. This can include hosting your survey, questionnaire development, analysis, and a variety of other services designed specifically for your project. For more information, please contact Chris Semon at 703.556.9020 or Chris@snowsports.org.
How Can I Use It?
This information can help you outsell the competition by giving you a better understanding of how and what consumers are thinking. With that kind of knowledge, you’ll be able to make smarter decisions about product development and sales strategies.
Throughout the year, survey results are released in report format identifying the trends of winter sports consumers.
The 2009/10 season is over and reflections on it among snow sports consumers revolve around the weather and the economy. In fact, 8 in 10 Panelists mentioned the weather when describing their season.
Download: END OF SEASON 2009 | 2010 SURVEY RESULTS
The results of the first poll of the SIA Consumer Panel indicate that core participants are very excited about the beginning of the season. About 1 in 5 are planning to buy or have purchased new equipment already this season and are planning on participating as much or more than average in their preferred snow sport during the 2009.10 season. These core participants are using the Internet more than ever and more than 70% said that the Internet is their primary information source.
Download: EARLY SEASON 2009 | 2010 SURVEY RESULTS
SIA recently released The SnowSports Consumer Panel End of the Season Survey. The results reveal how consumers use online product reviews before they buy snow sports products.
Download: END OF SEASON 2007 | 2008 SURVEY RESULTS
Early snowfall this season inspired 6 out of 10 consumers to start thinking about participating in snow sports earlier than in previous seasons. And consumers responded, almost half (45.7%) were motivated to hit the slopes earlier than last season.
Download: HOLIDAY SEASON 2007 | 2008 SURVEY RESULTS
According to the Pre-Season 2007 Survey results, 31% of SnowSports Consumer Panel participants report that they began dreaming about hitting the slopes in September while another fifth (19.4%) think about snow sports when the weather gets cold.
Download: PRE-SEASON 2007 | 2008 SURVEY RESULTS
At a resort with a lift ticket is where the majority of alpine skiers could be found during the 2006/07 snow sports season (97.4%); although, some alpine skiers did venture into the backcountry (35.6%) and terrain parks (48.1%). Almost all alpine skiers (95.2%) brought their own equipment to the slopes. In addition, almost half of panel members have tried freestyle (47.6%) and freeride (51.1%) skiing. This information is detailed in the End of the Season 2006/07 report for all types of snow sports.
Download: END OF SEASON 2006 | 2007 SURVEY RESULTS
Snow sports consumers were interviewed during February 2007 to find out what types of snow sports products they received during the holiday season. Half of panel members received some type of snow sports equipment, apparel or accessories as a gift this holiday season. In addition, the more advanced the ability level of the participant, the more likely they were to receive snow sports gear as a gift.
Download: HOLIDAY SEASON 2006 | 2007 SURVEY RESULTS
The Pre-Season 2006 report details snow sports participants’ pre-season activities as it they relate to purchasing equipment, apparel and accessories. Half of participants went to a pre-season ski/snowboard sale run by a local retailer and 63% purchased some type of snow sports product at this sale.
Download: PRE-SEASON 2006 | 2007 SURVEY RESULTS