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Insights, Trends & Data

Actionable consumer and participation insights, trends and data to make better informed business decisions

Making important decisions without the benefit of data or insights is like driving blindfolded. Successful businesses use data to build perspectives on important areas of focus, to assess opportunities and weaknesses, and most importantly to get an edge on their competitors. SIA members get immediate business value from relevant and timely research and data tools to help them make better, more informed decisions. This impactful data includes consumer insights, trends and habits, winter sports and recreation participation, annual wholesale sales and orders, and custom research capabilities. 

Our members consider SIA Research to be an essential part of their strategic planning and a pivotal SIA member benefit.

SIA Monthly Consumer Insights Reports

November through April, each month SIA members will receive an infographic with key highlights from a series of monthly surveys that are issued to our nationwide panel of thousands of active winter outdoor enthusiasts.

The full lineup of surveys include:
  • November - Consumer Anticipation + Holiday Spending
  • December - Snowsports Used Marketplace
  • January - Snowsports Retail Consumer Behavior + Retail and Direct-to-Consumer for Snowsports
  • February - Snowsports Consumer Rental and Service
  • March - Online Behaviors
  • April - Diversity in the Snowsports Industry

In addition to the FREE infographic of survey highlights, SIA members can sign up for a subscription to receive a detailed monthly synopsis of all survey questions and responses - a total of six detailed consumer reports for a one-time fee of $250.

To download the November through March infographics overviews, click here.

Sample report, March 2022:

SIA NextGen Study of Winter Participants

The NextGen Study of Winter Participants offers a detailed look at the perceptions of young and diverse non-participants in winter outdoor sports — people who represent an untapped potential to grow participation. The report is part of an ongoing effort by SIA to help its members better understand how to grow participation, diversity and inclusion in their business and the greater winter outdoor community.

The NextGen Study provides incredibly important and actionable insights into growing participation within audiences traditionally underrepresented in winter outdoor sports. Some of the key takeaways from the study include:

  • The most common barriers to entry were cost, injury concerns and a lack of skills or knowledge.
  • Nearly one out of five non-participants said they had simply never thought about snowsports, indicating that overall awareness might be an initial barrier to converting non-participants into participants.
  • Non-participants themselves revealed that the more inclusive snowsports are to them, the more interested they would be in trying or participating in snowsports, because they feel it’s within their capabilities.

SIA members can log in to the Member Portal to download or purchase this report here. Non-members can purchase here.

SIA Consumer Research - The Impacts of COVID-19 on Snowsports Consumer Trends and Insights

 

SIA is studying the ongoing impacts of COVID-19 on consumer participation, buying habits, resort visitation and more. Issued at the end of each season, these reports will be especially pivotal in helping retailers, resorts and suppliers better understand consumer sentiment as we navigate through the pandemic. SIA Membership level determines scope of free access.

  • Consumer Insights and Trends Report #1 (issued Sept. 2020) - “The Impacts of COVID-19 on Snowsports Consumer Trends and Insights"
  • Consumer Insights and Trends Report #2 (issued June 2021) - “The Impacts of COVID-19 on Snowsports Consumer Trends and Insights, End-of-Season Report"

To download either report:

  • Click here to login and download if you are a premium member
  • Click here to login and purchase at a special price if you are a standard or supporting member
  • Click here to purchase if you are not a member

COMING SOON! "The Impacts of COVID-19 on Participation: A look back at the 2021-22 season". Click here to register for the overview webinar on May 24, 2022, 11 am MDT.

SIA Consumer Research

Starting in 2017, the following surveys have been issued each year to a nationwide group of consumers. Results can be purchased individually or year-over-year. Email [email protected] for more information.

  • Consumer Anticipation (early season) 
  • Snow Sports Retail Consumer Behavior 
  • Retail and Direct-to-Consumer for Snow Sports 
  • Holiday Purchases 
  • Snow Sports Used Marketplace 
  • Snow Sports Consumer Rental and Service 
  • Snow Sports Technology and Participation 
  • Diversity in the Snow Sports Industry 
  • Any Event (e.g. 2018 Winter Olympics) Impact • Consumer Retail Pulse (monthly) 
  • $250 per report | $500 for a YOY comparison

SIA Winter Participation Study

The  SIA Participation Study is an annual comprehensive look at participants in winter sports and recreation, including: skiing, snowboarding, nordic, backcountry and fat biking. The study presents a cumulative view of winter sports participation year over year and covers participant demographics, frequency, regional representation, crossover activities and more.

  • Created in conjunction with the Physical Activity Council, a partnership of eight major trade associations in US sports, fitness, and leisure activities, over 20,000 surveys were carried out with a nationwide sample of individuals and households. The total panel is representative of the US population for people ages six and older. 
  • Free to SIA members | $1,500 for non-members
  • Current SIA members download here.
  • Non-members purchase here.

SIA Winter Participation Insights Report

This 2018-2019 study takes a closer look at the opinions and habits of winter sports participants, including general demographics, retail and travel insights.

SIA Wholesale Sales & Orders Study

This annual report provides the most current data on the growth of our industry through an in-depth analysis of wholesale sales and orders.

  • Conducted 2x/year to provide data on sell-in and in-season sales
  • Only available to SIA members that participate

SIA Custom Research

SIA has the knowledge, experience and access to consumers and the industry necessary to build custom surveys, research and analysis; and/or utilize our consumer panel specific to your research and data needs.

  • SIA has the ability to create custom queries within our nationwide consumer database of winter enthusiasts, and help build custom surveys using consumers from a member’s database
  • Price dependent on scope

Visit the SIA Member Portal (via the button below) to access all the research available to your business as one of your key SIA member benefits. For additional data available, custom research or general research pricing, please contact your member services representative. If you're interested in becoming a member, please click here.