US STUDY OF BOATERS

Marine Business News recently reported on the NMMA, in the US, and their continued work to better understand the boating audience and how to interact with them. The study highlights three important groups, those being the Core segment, the Growth segment, and the Emerging segment.

There may be learnings for our industry here in Victoria as we no doubt have the Core segment covered, but could do more to understand and deliver to the Growth and Emerging segments.

  • Core segment: Today’s boat owners /older, family-oriented

  • Growth segment: Younger boaters, more ethnically and racially diverse, more likely to live in denser areas, adventurous, social and tech-savvy. Overwhelmed by boat buying!

  • Emerging segment: Affluent, vacation focused, rental oriented. Emotional ROI influenced.

    Click here to read on at Marine Business News and to better understand these segments.

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