SIA SnowSki Youth Report 2014 - SnowSports Industries America
Transcription
SIA SnowSki Youth Report 2014 - SnowSports Industries America
www.labelnetworks.com SIA Stage One: What We Know Report 2014 1 About Label Networks: About Label Networks: We are a leading global youth culture marketing intelligence and sustainable brand strategy company working within the most trendsetting subcultures in the world. Since 2000, Label Networks has created Global Youth Culture Studies and Sustainable Strategies based on proprietary methods to gain constantly fresh data utilizing a combination of remote data-acquisition and analysis systems, and a unique network of Global Youth Culture Experts and Analysts. Our primary data is used as the basis for brand strategies to connect today’s original thinkers in sustainability, branding, marketing, and sponsorships within the youth marketplace. Youth Culture Studies: Derived from our panel of thousands of 13-30 year-olds across the United States during primary seasons, our subscription provides a series of fresh consumer insight, analysis, and forecasts about how this savvy new generation has come into their own and are changing the landscape of where market trends are headed and why. It includes 2 seasonal Studies from North America including the Spring, and Fall Studies. Plus access to historical Global data and ongoing timely reports including our Annual Sustainability and Youth Report. Services: Sustainable Brand Strategy Global Youth Culture Studies Custom Market Research Presentations Brand Strategies, Consulting, and Custom Research: Label Networks also provides sustainable brand strategy and consulting services, delivering insightful solutions and full programs for brands and marketers trying to reach inside core youth markets. With a combination of 20+ years of experience, Label Networks’ team of Global Youth Culture Experts is internationally acclaimed as industry leaders when it comes to global youth culture marketing, research, visionary sustainable branding strategies, grassroots sponsorship to global events and unique campaigns. Custom Tour /Event Consumer Insights: Label Networks has successfully developed the most effective event custom research and intelligence programs with results not only generated from large venues and tours internationally, but from the most savvy, hardest-to-reach markets, including core fashion industries, urban markets, action sports events, and intimate clubs and theatres with exclusive audiences. Presentations: Traveling extensively, Label Networks’ speakers are highly sought-after for custom presentations, including speaking at branding summits, keynotes, conferences, and designer forums worldwide. Contact Us: 323-630-4000 or [email protected] www.labelnetworks.com SIA Stage One: What We Know Report 2014 2 The entire contents of the Snow Industries of America (SIA) Snowboarding and Skiing Youth Culture Report 2014: “What We Know”—the (Research Report) are copyrighted by Label Networks, Inc. © 2014 Label Networks, Inc. All rights reserved. The information contained herein has been obtained from sources believed to be reliable. Label Networks, Inc. disclaims all warranties as to the accuracy, completeness or adequacy of such information. Label Networks, Inc. shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice. Label Networks grants SIA non-exclusive worldwide publishing rights giving Label Networks full credit and copyright. UNDER NO CIRCUMSTANCES ARE YOU PERMITTED TO RESELL OR REPACKAGE THE RESEARCH REPORT WITHOUT PRIOR WRITTEN CONSENT. All information created by Label Networks, Inc. (“LNI”), in any form, is proprietary to LNI and is protected by U.S. and foreign laws governing intellectual property. All such information published by LNI or created using LNI’s proprietary data and/or LNI’s analysis, regardless of form, is copyright protected. Violation of LNI’s copyright may permit LNI to recover actual damages, statutory damages, punitive damages and attorneys' fees through actions in the United States, international and foreign courts. Published June 15, 2014. www.labelnetworks.com SIA Stage One: What We Know Report 2014 3 The Snow Industries of America (SIA) Snowboarding and Skiing Youth Culture Report 2014: “What We Know” is divided into four parts. The parts are Comparative Analysis, Downhill Skiing, Lifestyle Associations, and Digital Lifestyle of the Marketplace. Each part has specific topics with many relating to the next question to create an overall flow throughout the Report. Each topic includes a series of related questions and is often referenced for additional insights in other areas. The results are listed first by Topline, then by Gender, and then by Age Groups including 13-14, 15-17, 18-20, and 21-25-yearolds. Within each question are Macro Trend Editorial Summaries with analysis about each topic’s key findings, written by Label Networks' Youth Culture Experts and Analysts. The Macro Trend summaries are placed with each question with its corresponding chart and graph, with the additional crosstabulations by gender and age groups listed in the Appendix. Please refer to the Appendix for important additional insights. The Macro Trend Summaries highlight the main points from the data results and are intended to describe the research within each topic in a quick snapshot of key findings. It’s important, however, to also review the actual charts and graphs in order to observe the details within each of the research results. By looking at the charts and graphs for each question, including Topline, and cross-tabulations by Gender and by Age Groups, even more information is revealed. In addition, we provide more than simply top 10 lists in our charts and graphs because it’s very important to review the results listed further down at 30th or 50th to get a sense of what’s moving up and what’s moving down when it comes to youth culture consumer insights, influences, preferences, and trends. For questions about How to Use this Study or for Presentations or additional custom cross-tabulations, please contact us: [email protected]; (323) 630-4000. www.labelnetworks.com SIA Stage One: What We Know Report 2014 4 In order to understand how Label Networks created the Snow Industries of America (SIA) Snowboarding and Skiing Youth Culture Report 2014: “What We Know,” this section outlines the methodology. The data-acquisition for parts of this Report were conducted in the years 2006, 2008, 2012, and 2014. In each case, Label Networks uses a representative sampling formula of (Z^2*sigma^2)/H^2 to best achieve representative sizes of the youth demographic by age, gender, and ethnicity per region as data-acquisition is under way. The overall research consisted of a field research survey consisting of a set number of questions with corresponding variables. The survey questions and their associated response criteria were determined and written by Label Networks’ Youth Culture Analysts specifically designed to measure the most critical short-term issues as well as the best long-term issues in terms of demographics, trends being initiated, and trends already in place in snowboarding, skiing, and lifestyle associations. New questions were added, while others remained the same in order to track changes and initiate forecasts each year that data as collected on the topics of sports, specifically snowboarding and skiing. The questions were both single and multiple response sets consisting of nominal, ordinal, and scale values. There were also open-ended questions to allow respondents to voice their opinions without a set of pre-determined lists to choose from. Respondent data was captured digitally into Label Networks’ technology. Data was uploaded into Label Networks’ statistical engine on a daily basis each day during the data acquisition process. Results were also processed throughout the course of data-acquisition with T-tests to assure the best possible representative sampling of the marketplace across the United States. Respondents qualified for inclusion in the final Report only if a full interview was completed. All interviews were done using Label Networks’ survey tools to download data quickly. Respondents came from Label Networks’ proprietary youth panel from a cross-section of locations across the United States resulting in a final sample total of 10,000 respondents each year that a Report was completed, including another 10,000 in the representative sample size from 2014. The margin of error for this Report is less than 2.5% at a confidence level of 95%. www.labelnetworks.com SIA Stage One: What We Know Report 2014 5 Here are the results to the first phase of a three-phase program towards gaining greater understanding about today’s youth culture marketplace in relation to snowboarding and downhill skiing. We start by comparing results from 2006, 2008, 2012, and 2014 in order to establish a foundation from which to uncover how the youth demographic of 13-25-year-olds has changed over time and how the brands, influences, and perceptions to the sports of snowboarding and skiing have also changed with the marketplace. Over the last 15 years of studying global youth culture markets at Label Networks, when it comes to sports, perceptions among young people have changed greatly. The greatest changes have been within action sports such as surfing, skateboarding, and snowboarding, and the various subcultures that have developed, creating different versions of their former selves. First, it is important to point out the fact that action sports are not necessarily considered new to today’s youth culture, nor are they considered the “rebel” bastion of mainstream sports as they once were, like snowboarding in the early 1990’s. Action sports are mainstream to a 15-year-old today. From their point of view, snowboarding has always been in the www.labelnetworks.com Olympics, and skateboarding was something that their parents often did back-in-the day. There’s even some confusion we’ve discovered among young people who think that Tony Hawk is a video game character, and not an actual ex-pro who landed the first 900 in an X Games competition. In addition, the idea of “sports” and what is considered a sport among this new generation isn’t necessarily what some people may think. Certain “sports” may be considered more like activities and just something they do as a part of their lifestyle. Sports can have the confusing inclination of “team” sports. So, if someone doesn’t participate in soccer or football, for example, they may not necessarily associate themselves with doing sports at all—even if they skateboard often and snowboard in the winter. Each new generation often tends to try and re-define itself with a new subculture as seen also in music, fashion, and technology. Even though many lifestyle trends reflect aspects of past eras (once you get old enough to see this), to a new generation of young people, some things are new. They own it. And they recreate it in their own way using their own devices. SIA Stage One: What We Know Report 2014 6 Certain subcultures within action sports are considered more exciting and inspiring than others and you can see through research where the marketplace gravitates. Realism also comes into play here. This generation has a strong DIY spirit and often creates their own means of communication, entertainment, and sports, i.e. the growth of urban snowboarding in local parks and backyard hills with handmade kickers and rails. These are factors that are changing the face of sports. Key elements to look for among youth culture today is the broader scope and the growing niches and influences of what exactly they are interested in and why. This means influences from technology and social networking patterns and how these things have changed their sense of sports and lifestyle. It also means how fashion influences activities (not necessarily the other way around); how music plays a roll in getting young people involved in specific sports and creates new opportunities for home recording and selfpromoted rockstars; and how industries such as video gaming can have an impact in terms of improving communication between youth culture and sports in general. There is also the rebel-call of global climate change and the concerns young people have about limited resources and fossil fuels, and their concerns about weather and warming patterns when it comes to winter sports in general. www.labelnetworks.com Action sports is undeniably a tight industry. From brand managers to manufacturers to retailers, these sports are mostly still led by the people who created their industries from their passions of doing their sports when they were younger. But what’s missing is a deep understanding that the youth marketplace today is far different than the one that made action sports popular years ago. Without understanding the real consumers—youth culture of today and tomorrow--and understanding who they are and what their motivations are, then the industry, especially the lifestyle of the industry, will continue to shrink in the USA, even though this is where it all started. However where there is change, there is also opportunity. It just may look different. This is where this report comes into play. By looking at some fundamental facts and the differences by demographics and time, new insights are revealed. It is within these differences and the splintering of winter sports (and other sports in general) where new niches are inspiring new growth. It is here where opportunities start to reveal themselves. In this report, there are four sections that bring the reader through a series of results, including rankings of the subcultures of snowboarding and skiing within their lifestyle SIA Stage One: What We Know Report 2014 7 associations, and concluding with the digital lifestyle of and influences of today’s youth marketplace. Our goal is to set the groundwork for understanding the state of the industry from the perspective of young people. This will require keeping an open mind. As we often say, think like a young person. See with the eyes of “new.” You can walk right past a big idea if you have your cultural blinders on. Action sports, especially snowboarding, is being redefined based on changes in history and the crossover effects it is having on today’s tech-savvy youth demographic. The growth of the sport and lifestyle opportunities will become apparent by understanding this new youth marketplace and what snowboarding could mean through the lens of a new marketplace and their future. www.labelnetworks.com SIA Stage One: What We Know Report 2014 8 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 In Part One of the “Snowboarding and Skiing Youth Culture Report: What We Know” we have gathered the results from Label Networks’ previous youth culture research and consumer insights from 13-25-year-olds across the United States from 2006, then again from 2008, and again in 2014. Many of the questions were open-ended which allowed respondents to name that which they were most familiar with. Some the results are comparable from year-to-year. www.labelnetworks.com Here in this section, it becomes clear where brands, perceptions, and influences have changed over the course of time as a new youth demographic has come onto the scene. It’s also clear which brands have gotten older and are no longer attractive to younger demographics and where the marketplace is headed in terms of spending patterns, perceptions, and ideas surrounding the sports of snowboarding and skiing. SIA Stage One: What We Know Report 2014 9 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 What snowboard equipment or apparel brand do you like the most if any? Macro Trends 2006: This question was asked across all of the youth marketplace including those who snowboard, those who most want to learn, and those who do not snowboard. Overall, in 2006, Burton dominates the landscape as the snowboarding brand that 13-25-year-olds like the most (which is often associated with what they know the most) at 55.2%. Respondents were only allowed to name only one brand, and as an open-ended question, it’s interesting to see the different types of brands mentioned, especially the brands further down the list that are not necessarily considered first-and-foremost a snowboarding brand. In addition, many of the top brands named are apparel or accessory brands, meaning that often, it is not the actual snowboard manufacturers that first come to mind. Roxy is second overall at 6%, followed by Volcom at 5.2%, and Quiksilver at 3.8%. Roxy, of course is higher among females, as well as Volcom and Vans in 2006, whereas Quiksilver, Forum, and K2 are higher among males. 2006 was a banner-year for Forum as represented here, ranking 2nd to Burton among males but from here, the brand drops. What’s interesting also about 2006 results are comparisons by age groups. This is when you can see other brands impacting the snowboarding scene among younger www.labelnetworks.com demographics. For example, there’s a direct correlation that the younger the age group, the higher the percentages of those who name Volcom, peaking at 8.1% among 1314-year-olds and ranking 2nd within this age group. Roxy peaks among 15-17-year-olds, whereas Forum ranks highest among 18-20-year-olds. 2008: By 2008, Burton still dominates as the top brand, but it’s dropped to 49.8% from 55.2% in 2006. Roxy and Volcom have both increased in percentages and here, Hurley is now on the radar in 4th overall at 4.1%, followed by Billabong, DC, and Element. Quiksilver has dropped significantly from 2006 to 2008. In 2008, Burton has dropped the most among females and Roxy has increased. Volcom still remains higher among females than males, and Hurley is in 4th overall among females and higher than among males. Other than Hurley, the other notable difference is DC which leaps to 5.6% among males and coming in 2nd behind Burton. Forum has dropped considerably, as well as Quiksilver. The other brand on the radar is Rome, especially among males, 1520-years-old. By age groups in 2008, Burton is high across the board, but Roxy peaks among 18-20-year-olds at 9% of this age group, followed by Volcom at 6.8%. Both Roxy and Volcom are the 2nd highest within this target age demographic. SIA Stage One: What We Know Report 2014 10 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 Hurley and Vans are both interesting to note when it comes to age groups in 2008 as both peak among the youngest demographics of 13-14-year-olds. Forum, meanwhile, has gotten “older” and no longer has the attention of younger demographics and instead peaks among 21-25-year-olds at 3.6% of this age group. 2014: Burton is still the dominate brand named when it comes to snowboarding at 28.2%, but by this year, it’s clear that there are other brands that have entered into the consciousness of the youth marketplace. Most notable this year is that DC now is in 2nd at 8%, followed by Neff at 6.8%, and Fox Racing at 5.5%. Brands like Quiksilver and Forum have dropped significantly. It is also interesting to note the accessory brands, particularly goggles, which are higher on the radar such as Oakley. Burton has dropped the most among females, now at only 25% compared with 35.2% of males who name Burton. Other differences to note this year are that DC is at 8.8% among females and 6.2% among males, and Fox Racing now ranks 3rd among males as a snowboard brand they are most familiar with. Vans, Volcom, of course Roxy, and The North Face are all higher in percentages among females than males. Further down, Forum has dropped significantly, but Forum and Ride are higher among males. www.labelnetworks.com By age groups, the results are very telling for 2014. First, it’s clear that Burton is named significantly less among younger demographics at only 19.7% among 13-14year-olds compared with 38% of 21-25-year-olds. However Burton is named as the main snowboarding brand across the board. What is interesting to note is how high DC, Neff, and Vans have all become among younger demographics. Vans and Fox Racing also both spike among 18-20-year-olds. It is also important to look further down on the radar to see what “snowboard” brands are named and possibly on the rise, such as Shaun White as a snowboard brand, Under Armor, and the store Zumiez. Overall, by understanding which target demographic names which snowboard brand, one can start to understand where the brand has developed their strongest following and where the opportunities lay for attracting other demographics towards specific brands. SIA Stage One: What We Know Report 2014 11 What snowboard equipment or apparel brand do you like the most if any? - Top 20 Brands 1. 2. 3. 4. 5. 6. 7. 8. Burton DC Neff Fox Racing Vans Volcom Roxy The North Face 9. Oakley 10. Hurley 2014 2008 2006 28.2% 49.8% 55.2% 8.0% 2.6% 1.7% 6.8% 0% 0% 5.5% .8% .6% 5.0% 2.0% 2.6% 3.9% 5.4% 5.2% 3.3% 7.9% 6.0% 3.2% 1.2% 2.6% 1.0% 2.6% 4.1% www.labelnetworks.com 2014 11. Zumiez 2.3% 12. Element 2.0% 13. Billabong 1.9% 14. K2 1.8% 15. Shaun White 1.6% 16. Nike 1.3% 17. Quiksilver 1.2% 18. Never .6% .7% Summer .6% 19. Forum .7% .7% 20. Ride .7% SIA Stage One: What We Know Report 2014 2008 2006 .5% .2% 2.4% .9% 2.7% .5% 1.2% 1.5% 0% 0% 0% .1% 2.2% 3.8% 0% 0% 1.3% 3.2% .8% .6% 12 What snowboard equipment or apparel brand do you like the most if any? 60% 50% 40% 30% 2014 2008 2006 20% 10% 0% www.labelnetworks.com SIA Stage One: What We Know Report 2014 13 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 What would make it easier for you to buy snowboarding or skiing equipment and apparel? Macro Trends: 2006: Similar to the last question, this question included the entire representative sample of the youth marketplace of 13-25-year-olds including those who snowboard or ski, those who want to learn to snowboard or ski, and those who don’t snowboard or ski or currently have interest in learning. Overall, each year that this question was asked, the main factor that young people say would make it easier for them to buy snowboarding or skiing equipment and apparel is If the gear was less expensive. In 2006, 36.6% of the youth marketplace named this as the greatest factor. In 2008, the expense is even more of a concern at 45.5%, and in 2014, it drops slightly, but it still higher than in 2006 with 43.1% in 2014 naming the expense of equipment and gear as the greatest prohibiting factor. Obviously, the expense of the sports is a problem. Even if rentals of gear and apparel are low or if provided for free as some organizations provide, there is still the perception of snowboarding and skiing equipment and apparel as being expensive. Where the opportunities lie in terms of getting more young www.labelnetworks.com people engaged in buying snowboarding or skiing equipment and apparel more often is If they knew what to buy. Each year, the result If I knew what to buy ranks as the 2nd highest prohibiting factor at 29.8% in 2006, 21.1% in 2008, and 37.9% in 2014. Essentially, it comes down to educating the consumer and communicating effectively with the marketplace towards a greater understanding of gear and apparel choices and lifestyle opportunities. To put this in perspective, skateboarding tends to crossover both genders and many age groups in terms of young people buying boards and in particular, the apparel and footwear of the culture—even if they don’t skate. Many items within skateboarding-inspired items are less expensive than snowboarding and skiing, but there is also a stronger association, communication, and information about skate-inspired equipment and apparel than snowboarding and skiing. Other important aspects to note are that the other barriers could be overcome with results such as If there was a store near me that carried it, If I knew what to buy, If I had someone to go with me, and If I could buy it online. For females in 2006 and 2008, If I knew what to buy was significantly higher than males, but in 2014, males have higher percentages that say If I knew what to buy at 40.5% compared with 36% of females. SIA Stage One: What We Know Report 2014 14 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 2014: What is interesting about the results by gender in 2014 is that for males, If I knew what to buy is the #1 aspect that they name as for what would make it easier for them to buy snowboarding or skiing equipment or apparel. This indicates an opportunity for greater sales if this demographic is able to learn more about winter sports equipment and apparel. Females however have higher percentages that say If I had someone to help me buy it, which also represents a market opportunity. If there were ways to engage more young women to shop with a knowledgeable partner, more sales may develop. There are several differences when looking at the results by age groups to note. For example, the expense of equipment and apparel increases and peaks among 18-20year-olds at 46.6% of this age group. For 13-14-year-olds, their #1 concern is If I knew what to buy at 48% of this age group, which again marks an opportunity for new buyers for both sports if this marketplace is able to understand what to purchase. Interestingly 18-20-year-olds in 2014 have the highest percentages that say If I had someone to help me buy it at 5.8% of this age group. Overall, while the expense of snowboarding and skiing equipment and apparel are the main prohibiting factors for purchasing among youth culture, there are other elements that can counteract this, namely increased knowledge of what to buy and having someone to buy these things with. www.labelnetworks.com SIA Stage One: What We Know Report 2014 15 What would make it easier for you to buy snowboarding or skiing equipment and apparel? 2014 1. If the gear was less expensive 2. If I knew what to buy 3. If three was a store near me that carried snowboard/ski gear 4. If I had someone to help me buy it 5. If I could buy it online www.labelnetworks.com 2008 2006 43.1% 45.5% 36.6% 37.9% 21.1% 29.8% 12.3% 20.2% 27.1% 5.3% 8.5% 4.8% 1.3% 4.7% 1.6% SIA Stage One: What We Know Report 2014 16 What would make it easier for you to buy snowboarding or skiing equipment and apparel? 0% If the gear was less expensive 10% 20% If I had someone to help me buy it If I could buy it online 2014 www.labelnetworks.com 40% 43.1% 12.3% 60% 70% 21.1% 20.2% 5.3% 80% 90% 100% 36.6% 29.8% 27.1% 8.5% 1.3% 2008 50% 45.5% 37.9% If I knew what to buy If three was a store near me that carried snowboard/ski gear 30% 4.7% 4.8% 1.6% 2006 SIA Stage One: What We Know Report 2014 17 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 Do you currently snowboard or ski, if not what is the main reason you have not started? (Those who want to learn to snowboard) Macro Trends: Over the years of asking this question about sports that young people actually do vs. the sports that they would most like to learn, the results reveal the aspirations of certain demographics and the market potential for engaging new participants either through the sport itself or the lifestyle of the sport such as apparel, footwear, accessories, and events. By knowing what the youth marketplace is most interested in learning, brands, organizations, and retailers can gain a better understanding of what needs to be accomplished towards getting this demographic to actually get started within their sport. Snowboarding is a sport that always ranks high on the radar when it comes to sports that 13-25-year-olds would most like to learn. But as revealed here, with comparisons to 2006, 2008, and 2014, there are different things that influence the marketplace to not get started. In 2006, the number one factor is No resorts near me at 27.7%. In 2008, this was an even bigger issue at 33.3%. And in 2014, it dropped slightly to 32.9%. However, measuring this question for more than 8 years (we actually started in 2005), the fact that there are no resorts nearby www.labelnetworks.com where young people most interested in learning to snowboard remains the number one factor across the board. However, the perception is often that the sport is too expensive, which ranks very high as well, but it’s not the number one thing inhibiting actual participation. In 2006, Too expensive is 2nd at 19.8%, but ranks 3rd in 2008 at 14.8% behind Not sure how to get started at 15.7%. In 2014, Too expensive is 2nd at 21.9%, but tied with Not sure how to get started. While obviously the expense of the sport of snowboarding continues to be a huge barrier to entry, and clearly needs to be tackled head-on in cooperation with resorts, there is also a gaping hole in terms of lack of information and communication in terms of knowing how to get started. This is a key factor for young people to not start snowboarding and represents an opportunity to engage new riders. What this also points out is the lack of communication or miscommunication within the industry in terms of getting new would-be snowboarders engaged in the sport. In Phase 3 of this research program, we will go into tangible ideas and strategies of just how information communication needs to be translated to young people who are most interested in the sport of snowboarding, but in Part Four of this Report, we begin the process of SIA Stage One: What We Know Report 2014 18 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 identifying key aspects of their Digital Lifestyle. In 2006, we wrote the following: While it is greatly assumed that the main reason young people don’t snowboard yet is based on price, as indicated by these results, this is not the main factor. 27.7% say the main reason they haven’t started snowboarding is because there’s No Resorts Near Me, with 27% of females and 29.5% of males. This is especially the feeling among younger demographics who would ride if they could get there. Interestingly, the reason Not sure how to get started is 3rd overall at 15.7%, with 18.2% of females and 9.5% of males, which also increases in percentages the younger the age demographic. Young people tend to feel that snowboarding is complicated (as compared with say, skateboarding) and they don’t know how to get started, what the proper protocol is, how to act at resorts, could they go snowboard even if they don’t have the clothing or equipment? Basic education about the sport and how to get started would be extremely beneficial for the youth market in particular. What’s significant is that education, i.e., what to expect, how to get started, and so on is a relatively easy thing for resorts especially, as well as clubs, municipalities, and even brands. There could be increased marketshare of new riders if this was not a major obstacle, which is by far more of a deterring factor among females. www.labelnetworks.com In China, where skiing and snowboarding are new sports, there are instructions, pamphlets, advertising, and resort information that’s distributed to people about how to get started in the sport. They even include information about waiting in lift lines and the proper way to go down a mountain to avoid collisions and dispose of trash and treat the mountains with respect. While it’s assumed in North America among many people in the winter sports industry that people know the basics of snowboarding (and skiing), as quantified here, this is a hurdle that still needs to be overcome in order to get more people out on the mountains. And it’s a relatively simple thing to do. There is an assumption in North America that “basics” are already known, especially for those who understand mountain sports vs. those who are unfamiliar with the outdoors in general. Other factors that could be overcome with education are the percentages of young people who say they haven’t started because they Don’t have the gear, and therefore not realizing how the rental system works. Reasons such as Looks too hard, Too Cold, and Don’t want to get made fun of are all factors that can be overcome with proper advice and marketing towards attracting more young people to the sport. SIA Stage One: What We Know Report 2014 19 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 However, Too Expensive and access issues have always been the bane of the winter sports industry. Obviously one of the main ways to increase the number of snowboarders and skiers is to lower the costs. However, if some of the other concerns are taken care of and the number of participants increases, then perhaps prices could come down based on the greater number of participants. In addition, resorts and local municipalities working together could provide increased access for getting to the mountains and thereby lowering costs for entry into the sport. This will take a concentrated industry-wide effort. Compare these results by gender and age groups and you’ll see where the hidden fears are based on demographics. 2008: Here again recognizing factors such as Not sure how to get started, Do not have the gear/clothing, I do not have anyone to go with, and Do not want to get made fun of while snowboarding are all important factors as to why young people are not riding, outside of the perceived notions of no resorts nearby and the expense of the sport overall. Females tend to have higher percentages that say they are Not sure how to get started which is a significant factor to them in 2008. Males have slightly higher percentages that say they don’t snowboard because they Do not have anyone to with. www.labelnetworks.com 2014: By 2014, factors such as No resorts nearby is still #1, but Too expensive and Not sure how to get started are tied in 2nd at 21.9%. Where the biggest shift lies in the past 8 years is with females in that now, 24.8% say they are Not sure how to get started, ranking in 2nd as the reason they don’t snowboard compared with 17.4% of males. This is why snowboard camps and clinics are of significant importance. But clearly, the first introductions to the sport are not reaching a potentially significant new demographic. This is where the greatest gap exists and has grown: communicating to young women about how to even get started down the path of becoming a snowboarder. Additionally, the greatest gap and lack of information and communication is with younger demographics. The younger the demographic, the higher the percentages that say Not sure how to get started, peaking to 25.5% among 13-14-year-olds and dropping to 19.8% among 2125-year-olds. Overall, the industry still has issues of access to resorts, the expense of the sport, but also properly communicating and getting effective information out to today’s newest target market within youth culture, and particularly among young females. SIA Stage One: What We Know Report 2014 20 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 What’s ironic is that unlike other action sports, snowboarding started with a strong representation of females in the industry—from pros to brand managers, from editorial writers to video producers, and womenowned manufacturers. Snowboarding is one of the few sports where women pros earn similar prize money to males. This is the general anomaly about snowboarding compared with other action sports. But along the way, information, perceptions and effective communication have reduced among younger demographics of women mostly, and therefore, another gap in the potential growth of the sport of snowboarding. www.labelnetworks.com SIA Stage One: What We Know Report 2014 21 Do you currently snowboard or ski, if not what is the main reason you have not started? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. No resorts near me Too expensive Not sure how to get started Do not have the gear/clothing I do not have anyone to go with Parents will not let me Other Health Issues/Injures No Time It's too cold www.labelnetworks.com 2014 32.9% 21.9% 21.9% 2008 33.3% 14.8% 15.7% 2006 27.7% 19.8% 15.7% 9.5% -- 4.6% 8.3% 6.9% -- 2.6% 1.4% .7% .5% .2% 2.9% 16.1% ---- .7% 13.4% --3.7% SIA Stage One: What We Know Report 2014 22 Do you currently snowboard or ski, if not what is the main reason you have not started? 35.0% 30.0% 25.0% 20.0% 15.0% 2014 10.0% 2008 2006 5.0% 0.0% www.labelnetworks.com SIA Stage One: What We Know Report 2014 23 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 Which would influence you most towards getting you to Snowboard? (Those that want to learn to snowboard) Macro Trends: This question also correlates with the previous question as well. Overall, the greatest influence to get young people to snowboard would be easier and cheaper access to snowboarding resorts. This is where municipalities, school programs like ski/snowboard clubs, and resorts themselves need to come into play towards engaging a new youth demographic to ride. This also marks an opportunity in that many young people simply don’t know that there may be ways to get to resorts inexpensively through a variety of programs. Obviously the younger the age group the more transportation is an issue, but all of these things can be addressed and have been across the country in remarkably unique ways, including bus programs, school clubs, resort shuttling services, and car-pool campaigns. This also illustrates the perception that snowboarding is hard to learn. Unlike skateboarding, where the barrier to entry is lower in terms of expense and access, there is also the perception that it’s easier to learn. Snowboarding needs to step-up in terms of spreading information and communicating that it is a sport that can easily be learned and that teachers or friends and family could be available to teach them how to snowboard. Having someone to teach them is especially important for females who often have higher percentages that name this as a reason why they don’t snowboard. In 2008, for example, 23.4% of females said this compared with 15.2% of males, however it is important for both. Other aspects to note throughout the years are the idea that If I had someone to go with would influence a significant portion of the youth marketplace to learn to snowboard. The other important aspect to note is those who say they would snowboard If I had someone to teach me. With 27.2% of the youth marketplace in 2014 saying that this would influence them means an incredible market opportunity for growth. Camps, clinics, resort information about snowboarding classes are of vital importance towards attracting this demographic. www.labelnetworks.com SIA Stage One: What We Know Report 2014 24 Which would influence you most towards getting you to Snowboard? 1. Easier and cheaper access to snowboarding resorts 2. If I had someone to teach me 3. Cheaper equipment 4. If I had someone to go with 5. If it were easier to learn 6. If there were more people like me snowboarding 7. Cheaper lift tickets 8. If I could rent equipment www.labelnetworks.com 2014 2008 2006 42.7% 35.4% 51.1% 27.2% 9.8% 9.2% 5.2% 21.6% 9.6% 11.4% 12.9% --17.4% 7.2% 3.1% 3.3% 3.6% 1.5% 1.2% 3.6% 2.2% 4.7% 3.8% SIA Stage One: What We Know Report 2014 25 Which would influence you most towards getting you to Snowboard? 60.0% 50.0% 40.0% 30.0% 2014 2008 2006 20.0% 10.0% 0.0% Easier and If I had someone cheaper access to teach me to snowboarding resorts Cheaper equipment www.labelnetworks.com If I had someone If it were easier If there were to go with to learn more people like me snowboarding Cheaper lift tickets If I could rent equipment SIA Stage One: What We Know Report 2014 26 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? (Those that want to learn to snowboard) Macro Trends: Shifts from 2006 to 2014 illustrate that the youth marketplace that is interested in learning to snowboard is willing to pay less now than they did before when it comes to renting a board, boots, and bindings. The highest percentages in 2006 for renting equipment were $30 at 16.1%, followed by $50 at 15.8%. By knowing what the potential marketplace is willing to pay for equipment rentals, resorts, brands, and organizations can gain a sense of where the marketplace stands and create strategies towards making rentals a realistic option towards the growth of the sport. In 2014, the highest percentage is $20 at 28.2%, followed by $25 at 19.1%, and the overall rental price on average is $32. In 2006, females also have higher percentages that were willing to pay either $30 or $50 for rentals. In 2014, males have a slightly higher percentage of what they are willing to pay for rental equipment at $33 compared with females at $31. By age groups, the rental averages are quite similar with 13-14-year-olds willing to pay more at $33 and 18-20-yearolds willing to pay the least at $31. www.labelnetworks.com SIA Stage One: What We Know Report 2014 27 If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. $20 $25 $50+ $30 $15 $40 $45 $35 $10 Less than $10 www.labelnetworks.com 2014 28.2% 19.1% 18.2% 14.0% 8.1% 4.6% 3.1% 3.0% 1.3% .4% SIA Stage One: What We Know Report 2014 2006 13.4% 10.9% 15.8% 16.1% 5.5% 11.3% 5.8% 6.3% 14.7% 0% 28 If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? 30.0% 25.0% 20.0% 15.0% 2014 2006 10.0% 5.0% 0.0% $20 $25 $50+ www.labelnetworks.com $30 $15 $40 $45 $35 $10 SIA Stage One: What We Know Report 2014 Less than $10 29 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 If you could rent snowboarding apparel and accessories, how much would you be willing to pay? (Those that want to learn to snowboard) Macro Trends: When it comes to renting snowboard apparel and accessories, similar to the question about renting equipment, there is also a decline in the amount they are willing to pay from 2006 to 2014. In 2006, the highest percentage they were will to pay was $20 at 18.7%, whereas in 2014, 38% of the marketplace says they are will to pay $10 for apparel and accessories. Those who are will to pay $20 is only 14.7% of the marketplace. In 2006, females had higher percentages that were will to pay more for renting snowboard apparel and accessories compared with males. This is still the case in 2014 with females will pay $19 and males willing to pay on average $18. Generally, across all age groups in 2014, the average price they are willing to pay for snowboard apparel and accessories rentals is $19. www.labelnetworks.com SIA Stage One: What We Know Report 2014 30 If you could rent snowboarding apparel and accessories, how much would you be willing to pay? 1. 2. 3. 4. 5. 6. 7. 8. $10 $20 $40+ $30 $5 $15 $25 $35 www.labelnetworks.com 2014 38.0% 14.7% 11.2% 10.7% 9.0% 7.5% 6.5% 2.4% SIA Stage One: What We Know Report 2014 2006 11.6% 18.7% 11.9% 12.7% 16.8% 10.8% 11.6% 6.0% 31 If you could rent snowboarding apparel and accessories, how much would you be willing to pay? 40.0% 35.0% 30.0% 25.0% 2014 20.0% 2006 15.0% 10.0% 5.0% 0.0% $10 $20 www.labelnetworks.com $40+ $30 $5 $15 $25 SIA Stage One: What We Know Report 2014 $35 32 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 What do you think you could afford for a lift ticket? (Those that want to learn to snowboard) Macro Trends: In 2006, the highest percentages that young people were willing to pay for a lift ticket was $25 with 15.4% of the marketplace, followed by $35 with 15.1%. In 2014, the highest percentage is at $20 with 26.6% of the marketplace, but an overall average of $41 for a lift ticket. One of the shifts since 2006 is that females are willing to pay more for a lift ticket averaging $43 compared with males willing to pay $37. Younger demographics are also willing to pay more for a lift ticket, averaging $42 among 13-17-year-olds and decreasing to $39 among 21-25-year-olds. Overall, when adding-up how much young people are willing to pay for equipment rentals, apparel and accessory rentals, and lift tickets, at $92 on average in 2014, it is clear that this is far less than what it actually costs to snowboard. The greatest difference between perception of the marketplace and their willingness to pay and the reality of cost, is with lift tickets. This continues to be a serious factor. www.labelnetworks.com SIA Stage One: What We Know Report 2014 33 What do you think you could afford for a lift ticket? 30.0% $20 $30 $50 $75+ $25 $40 $60 $35 $45 $70 $55 $65 2014 26.6% 22.1% 15.8% 13.5% 10.4% 4.8% 2.7% 1.5% 1.1% 1.0% .3% .3% 2006 0% 13.1% 11.2% 3.8% 15.4% 12.3% 5.9% 15.1% 13.3% 1.8% 4.7% 3.3% www.labelnetworks.com 25.0% 20.0% 15.0% 2014 2006 10.0% 5.0% 0.0% SIA Stage One: What We Know Report 2014 34 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 If you could go to a snowboarding camp, what's the main reason you would go? (Those that want to learn to snowboard) Macro Trends: In 2006, the number one answer to this question was I have no interest in attending a camp at 28.9%. In 2014, this response dropped significantly to 14.6% and ranked 4th. One of the greatest differences is that going to a snowboard camp is seen as a Good time with Friends now at 29.6% and the main reason young people would want to go to camp in 2014 compared to 24.6% in 2006. The social aspects of a snowboard camp are the main reasons young people want to attend, followed by it being considered a Fun vacation at 17.7% in 2014, and to Travel to someplace new at 15.6%. What is interesting is that often snowboard camps market towards improvement in riding, learning new tricks, and riding with Pros, but in reality, while these things are important, they are not the most interesting aspects to today’s youth marketplace that is interested in learning to ride for attending a snowboarding camp. Where the interesting differences come into play is looking at the results by gender. Females still have more of an interest in attending a snowboard camp than males, and both name the main reason as being Good time with friends. Fun vacation is also important to both genders with www.labelnetworks.com relatively equal percentages in 2014, however the aspect of Traveling to someplace new is more appealing to females at 17.4% compared with 13% of males. In addition, percentages have doubled for both genders in saying that Travel to someplace new is an important consideration. Therefore, the elements of travel and promoting travel create an important market opportunity for snowboard camps. Getting better at the sport overall used to be higher among males as a reason for attending a snowboarding camp, but is now of equal importance by gender. Finally, while Riding with Pros is often marketed within snowboard camps, this is not one of the main reasons why young people would attend. Good time with friends is high across the board of all age groups in 2014 as a reason why young people would attend a snowboarding camp. Fun vacation tends to be higher the older the age group which has stayed consistent over the years. Travel to someplace new is now more important across every age category, particularly 18-25year-olds. Younger demographics name influences like Get better at my sport overall and Learn new tricks, pipe moves higher than older demographics. SIA Stage One: What We Know Report 2014 35 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 By knowing what motivates young people to attend a snowboarding camp by specific target markets, and over the years, it’s clear that changes have taken place within youth culture. First, more people are interested in attending a snowboarding camp, and influences such as social aspects and good times with friends are highly important followed by it considered being a fun vacation and the interest in traveling to someplace new. www.labelnetworks.com SIA Stage One: What We Know Report 2014 36 If you could go to a snowboarding camp, what's the main reason you would go? 1. 2. 3. 4. 5. 6. 7. 8. 9. Good time with friends Fun vacation Travel to someplace new I have no interest in attending a camp Get better at my sport overall Learn new tricks, pipe moves Ride with Pros Friend/Family recommended it Other www.labelnetworks.com 2014 29.6% 17.7% 15.6% 2006 24.6% 17.5% 7.4% 14.6% 28.9% 12.9% 5.3% 2.0% 1.6% .6% 9.4% 6.5% 1.6% .7% 3.6% SIA Stage One: What We Know Report 2014 37 If you could go to a snowboarding camp, what's the main reason you would go? 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 2014 5.0% 2006 0.0% www.labelnetworks.com SIA Stage One: What We Know Report 2014 38 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 If you could change one thing about snowboarding, what would you change? (Current Snowboarders) Macro Trends: Among those who snowboard, Price continues to be the main factor that young people wish could be changed about snowboarding. In 2006, Price was at 55.6% and in 2014, it’s risen to 69.1%. This is clearly one of the greatest problems with snowboarding and getting people interested in the sport. What is interesting about 2006 to 2014, is that the next thing young people would change about snowboarding is People’s attitudes who don’t ride but the percentages have dropped from 18.5% in 2006 to 11.9% in 2014. This is followed by People’s attitudes who ride which dropped from 16% in 2006 to 8.8% in 2014. Percentages for resorts however, in terms of one thing about snowboarding that they would like changed have remained the same at 4.6%. In 2014, there are interesting characteristics to note by gender. Females have much higher percentages that feel People’s attitudes who don’t ride should change at 14.3% compared with 9.2% of males. This is something to note. Females also have higher percentages that say People’s attitudes who ride at 9.7% compared with 7.7% of males. Generally, people’s attitudes about the sport are more of an influencing factor among females and primarily 15-17-year-olds. Price is a factor across all age groups but peaks in 2014 among 21-25-year-olds at 76.6% of this age group. People’s attitudes who don’t ride and who ride are highest among 15-17-year-olds which is an interesting trait. The greatest aspect for change when it comes to resorts is among older age groups in 2014, peaking to 5.3% among 21-25-year-olds. However in 2006, is was 13-14-year-olds who said resorts needed to change the most. Clothing and gear tend to rank higher among younger demographics than older when it comes to things that need to change in 2014. In 2006, females had higher percentages at 57.1% compared with 53.7% that said Price is what they would like changed. Now, in 2014, males have higher percentages about Price at 72.9% compared with 65.6% of females. However Price is an issue for both genders when it comes to snowboarding. www.labelnetworks.com SIA Stage One: What We Know Report 2014 39 If you could change one thing about snowboarding, what would you change? 1. Price 2. People's attitudes who don't ride 3. People's attitudes who ride 4. The resorts 5. The clothing 6. The gear 7. Snowboarding Events 8. Other www.labelnetworks.com 2014 69.1% 2006 55.6% 11.9% 18.5% 8.8% 4.6% 1.6% 1.5% 1.3% 1.3% 16.0% 4.6% 1.4% .8% 2.2% .8% SIA Stage One: What We Know Report 2014 40 If you could change one thing about snowboarding, what would you change? 80.0% 70.0% 60.0% 50.0% 40.0% 2014 2006 30.0% 20.0% 10.0% 0.0% Price People's People's attitudes who attitudes who don't ride ride www.labelnetworks.com The resorts The clothing The gear Snowboarding Events SIA Stage One: What We Know Report 2014 Other 41 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 What concerns you most about snowboarding in the future? (Current Snowboarders) Macro Trends: Among those who snowboard, the expensive costs of the sport are the number one concern that young people have about snowboarding’s future and this has increased from 31.6% in 2006 to 40.8% in 2014. As seen with the results to the previous questions about how much youth demographics would be willing to pay for rentals, tickets, gear, it’s clear that cost, and the perception of high costs, is one of the greatest inhibiting factors to the sport. What is also important to note is that Weather/Snowfall (Climate Change) is now the second highest concern in 2014 that young people have about the future of snowboarding. This reveals the greater awareness about global climate change across youth culture, and as we’ve seen in our other reports, has become an important issue within their lifestyles. However for the snowboarding industry, issues of global climate change can be a rallying point across many different industries, resorts, and organizations. We will have more on this in Phase 3 of the research program. Getting better now ranks 3rd in 2014, followed by Availability of the sport in terms of location. Diversity and access issues are also important topics across youth culture and obviously also among those interested in snowboarding. www.labelnetworks.com Lower on the radar, Events for Amateurs and the Olympics have both increased as a future concern about the sport of snowboarding. Males have higher percentages that are concerned about the Expensive costs of the sport, peaking to 46.2% in 2014 from 33.5% in 2006. However both genders’ percentages have increased regarding their concerns about the expense of the sport of snowboarding. Weather/Snowfall (Climate Change) is higher among females in 2014 as well as Getting better. Expense of the sport is of greatest concern across all age groups, but peaks among 21-25-year-olds. Also, it’s important to note that younger demographics usually have support from their parents’ who are paying for their activities. The age demographics where the Expense of the sport has increased the most is among 13-14-yearolds and 21-25-year-olds, which should be noted. Weather/Snowfall (Climate Change) is highest among 1820-year-olds in 2014 at 21.5% of this age group. However this concern is 2nd highest across the board for all ages. Getting better is highest among 15-20-year-olds which has shifted from the youngest demographics naming this much higher in 2006. Availability of the sport in terms of location peaks among 18-20-year-olds at 12.1% in 2014. Finally, The Olympics as a concern for the future of sport tends to be higher the younger the age group, which may represent a disconnect between the Olympics and younger demographics. SIA Stage One: What We Know Report 2014 42 What concerns you most about snowboarding in the future? 2014 2006 1. Expensive costs of the sport 40.8% 31.6% 2. Weather/Snowfall (Climate Change) 3. 4. Getting better Availability of the Sport in terms of location (getting to t People's attitudes to the sport 20.0% 17.3% 19.7% 26.5% 10.5% 10.4% 2.7% 2.1% 3.3% 1.2% 2.0% 1.6% 1.6% 1.4% 1.2% .3% .9% .7% 3.4% .5% 5. 6. 7. 8. 9. 10. 11. Events for Amateurs Availability of the Sport in terms of greater variety of peo Gear for getting better The Olympics Other Events for Pros www.labelnetworks.com SIA Stage One: What We Know Report 2014 43 What concerns you most about snowboarding in the future? 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 2014 0.0% 2006 www.labelnetworks.com SIA Stage One: What We Know Report 2014 44 Part One: Snowboarding Report on Brands, Lifestyle, Costs, Perceptions: Comparative Analysis from 2006, 2008, 2014 What do you think needs the most improvement in gear? (Current Snowboarders) Macro Trends: Unlike the results to this question and downhill skiing, when it comes to snowboarders, the number one response is that there is no need for improvement in gear at 25.3% in 2006 and at 22.8% in 2014. But for both years, the gear that they believe needs the most improvement is Bindings, and this has increased as a concern in 2014. Bindings, actually, are often complained about the most when it comes to snowboarding and despite all of the various evolutions, from buckles and laces, to step-ins, back to buckles and straps, there is still a great deal of discontent with snowboard bindings. Boots now rank in 2nd in 2014 at 13.1%, followed by Gloves at 10%. Interestingly, Boards rank lower on the radar and about the same since 2006. The greatest shifts in gear improvements mentioned is that females now rank Bindings much higher than males at 20.4% compared with 15.4% of males. However both genders rank Bindings and then Boots as the top 2 things needing improvement. Gloves have dropped for both but are slightly higher among females. The other important differences to not are the females still have higher percentages that think Apparel needs improving, now up to 10% compared to only 5.9% of males naming www.labelnetworks.com Apparel. This illustrates the need for improvement, but also a market opportunity for brands to meet the needs of young female riders with apparel towards attracting a greater marketshare. Other differences to note are with Goggles which males name as needing improvement at 7.7% compared with only 4.9% of females. When comparing the results by age groups, 18-20-yearolds actually name Bindings as needing the most improvement in higher percentages at 21.2% above saying None at 20%. Bindings are clearly in most need of improvement from a youth perspective, but among 21-25year-olds, Boots are higher at 15.9% followed by Bindings at 14.4% in 2014. Gloves are another aspect to note by age groups in that 15-17-year-olds clearly think they need improvement at 12% of this age group, more so than Boots at 11% in 2014. Boards and Helmets are both higher among 18-20-yearolds in 2014, whereas in 2006, both peaked among 13-14year-olds. By knowing which target demographic says gear needs the most improvement, brands can make adjustments or determine applicable marketing strategies around these specific concerns. However it can be said that Bindings remain the biggest hurdle for gear in terms of improvement and 18-20-year-olds find them needing improvement the most. Females continue to feel Apparel needs improvement. SIA Stage One: What We Know Report 2014 45 What do you think needs the most improvement in gear? 1. 2. 3. 4. 5. 6. 7. 8. 9. None Bindings Boots Gloves Apparel Helmets Boards Goggles Snowboard Luggage 10. Backpacks www.labelnetworks.com 2014 22.8% 18.0% 13.1% 10.0% 8.0% 7.7% 6.8% 6.2% 2006 25.3% 14.7% 12.1% 14.4% 8.7% 4.6% 6.6% 5.2% 5.1% 5.5% 2.2% 3.0% SIA Stage One: What We Know Report 2014 46 What do you think needs the most improvement in gear? 30.0% 25.0% 20.0% 15.0% 2014 2006 10.0% 5.0% 0.0% None Bindings Boots www.labelnetworks.com Gloves Apparel Helmets Boards Goggles Snowboard Backpacks Luggage SIA Stage One: What We Know Report 2014 47 Part Two: Downhill Skiing Lifestyle Questions: 2014 www.labelnetworks.com SIA Stage One: What We Know Report 2014 48 Part Two: Downhill Skiing Lifestyle Questions: 2014 If you could change one thing about downhill skiing, what would you change? (Current Skiers) Macro Trends: Price overall continues to be the number one aspect that young people ages 13-25-years-old across the United States would like changed at 54.8%. This is similar to snowboarding. Clearly this is the main hurdle for young people getting into the sport. However there are other aspects that are also affecting youth culture and their perceptions of downhill skiing as well. First, is People’s attitudes who don’t ski which is at 15.6% and named as the 2nd most important change they wish to make about downhill skiing. This drops to People’s attitudes who do ski at 9.3%. What’s interesting about both of these results is that perceived attitudes around the sport are affecting the like-able aspects of downhill skiing as an activity. Gear comes in at 7.8% followed by Resorts at 5.6%, Clothing at 4.2%, and Skiing Events at 2.6%. Basically, those lower on the radar such as Clothing and Events are not big issues needing change according to the youth marketplace, but there are interesting differences to note when it comes to gender and age groups and perceptions of change regarding Resorts, Gear, and Attitudes. First, Price is the number one aspect that both genders would change about downhill skiing but it’s higher among www.labelnetworks.com males at 61% compared with 51.7% of females. This marks a significant difference in that things such as People’s attitudes who don’t ski and attitudes of those that do ski are more of a concern to females than males. What ranks 3rd for males is gear at 8.3% which is higher than People’s attitudes of those who ski. Resorts, Clothing, and Events are all higher among females as things they would change about downhill skiing. The most distinct differences within the results to this question are when comparing age groups. This is where the most insight information lies as it’s clear that certain age groups would prefer to change certain aspects of downhill skiing more so than others. First, Price is high across the board, but peaks as the main thing young people would change among 21-25-year-olds at 64% of this age group. Ironically, Price is not as high among 18-20-year-olds which tends to be among the most price-sensitive in general as this age group is first encountering being away from home and/or having to pay for their own lifestyles. People’s attitudes who don’t ski is highest among 18-20year-olds at 19.3% and clearly ranks as an important aspect that they would change within downhill skiing, especially, for example, compared with 13-14-year-olds at only 9.1% of this age group. People’s attitude who ski tend to be of greater concern among 13-14-year-olds at 11.1% of this age group. Other interesting aspects to note are that Gear is an important aspect that 15-17-year-olds would change SIA Stage One: What We Know Report 2014 49 Part Two: Downhill Skiing Lifestyle Questions: 2014 when it comes to downhill skiing, peaking at 10.2% of this age group. It’s more of a concern to them than People’s attitudes who ski. Resorts are something that 18-20-year-olds tend to rank highest at 7.5% of this age group, which is important to note. This is the challenging age group for Resorts, but can also represent a market opportunity now that they know this age group is most interested in them changing current aspects. Finally, Clothing is clearly of greater concern and in need of change when it comes to younger age demographics, peaking among 13-14-year-olds at 9.1% of this age group compared with only 2.8% of 21-25-yearolds. Once again, this illustrates a market opportunity as change can also mean an opening for attracting more participants to the lifestyle of the sport. www.labelnetworks.com SIA Stage One: What We Know Report 2014 50 2014: If you could change one thing about downhill skiing, what would you change? Price People’s attitudes who don’t ski People’s attitudes who ski The gear The resorts The clothing Skiing Events 54.8% 2% 15.6% 6% Price 4% People’s attitudes who don’t ski 8% 9.3% People’s attitudes who ski The gear 9% 55% 7.8% 5.6% 4.2% 2.6% www.labelnetworks.com 16% The resorts The clothing Skiing Events SIA Stage One: What We Know Report 2014 51 2014: If you could change one thing about downhill skiing, what would you change? Price People’s attitudes who don’t ski People’s attitudes who ski The gear The resorts The clothing Skiing Events Male Female 61.0% 51.7% 13.5% 16.7% 7.7% 10.2% 8.3% 5.2% 2.8% 1.5% 7.6% 5.9% 4.9% 3.1% www.labelnetworks.com Price People’s attitudes who don’t ski People’s attitudes who ski The gear The resorts The clothing Skiing Events 13-14 55.6% 15-17 52.1% 18-20 51.5% 21-25 64.0% 9.1% 16.0% 19.3% 12.3% 11.1% 8.4% 10.2% 8.5% 6.1% 5.1% 9.1% 10.2% 5.1% 4.8% 6.6% 7.5% 3.0% 6.6% 3.8% 2.8% 4.0% 3.3% 1.8% 1.9% SIA Stage One: What We Know Report 2014 52 2014: If you could change one thing about downhill skiing, what would you change? 70.0% 60.0% 50.0% 40.0% 13-14 15-17 30.0% 18-20 21-25 20.0% 10.0% 0.0% Price People’s attitudes who don’t ski www.labelnetworks.com People’s attitudes who ski The gear The resorts The clothing Skiing Events SIA Stage One: What We Know Report 2014 53 Part Two: Downhill Skiing Lifestyle Questions: 2014 What concerns you most about downhill skiing in the future? (Current Skiers) Macro Trends: While obviously the Expensive costs of the sport are the greatest concerns among youth culture in the United States when it comes to downhill skiing in the future at 39.6%, there are other concerns, when the percentages are added up, that make up for a larger portion than expense of the sport alone. Understanding these concerns means that the industry and those associated with the lifestyle of sport of downhill skiing can address such concerns and utilize these passions towards re-aligning with today’s new, tech-savvy, and clearly environmentally concerned youth marketplace. As we’ve noted within the snowboarding historical results of this Report, Weather/Snowfall (Climate Change) is of great concern. This is also true when it comes to the future of downhill skiing, ranked 2nd overall at 17.9%. Environmental concerns also tend to rank higher among females, which is true here with 19.8% of females naming Weather/Snowfall and 14.1% of males naming Weather/Snowfall. The future of the sport is connected to concerns about global climate change within today’s youth marketplace. at 4.9%, and Availability in terms of greater variety of people involved in the sport at 3.6%. This brings to light issues of diversity, which is much higher among 13-20-year-olds than 21-25-year-olds. This also matches the changes in the U.S. Census and ethnicity. Other aspects to note is that Events for Amateurs are of greater concern at 3% compared with the Olympics at .9% when it comes to the future of downhill skiing. Obviously greater attention to the amateur scene is needed rather than the Olympic Movement in which skiing during the Winter Games dominates. Generally, Expense of the sport is of higher concern among males and reflected here again at 43.4% of males compared with 37.6% of females. As noted, Weather/Snowfall (Climate Change) is an important concern for both genders, but higher among females, as well as Getting better which is far more important for females at 17.3% compared with 11.9% of males. Mapping one’s progression and improving is important to young females. Availability of the sport in terms of location, People’s attitudes to the sport, and Availability of the sport in terms of greater variety of people are higher among males, whereas Events for Amateurs is of greater concern among females. This represents interesting characteristics and target market opportunities. This drops to concerns about Getting better at 15.5%, Availability in terms of location at 12.3%, People’s attitudes www.labelnetworks.com SIA Stage One: What We Know Report 2014 54 Part Two: Downhill Skiing Lifestyle Questions: 2014 The interesting correlations come when looking at the results by age groups. First, the Expensive costs of the sport increases the older the age group, peaking among 21-25year-olds at 48.6% of this age group compared with 32.7% of 13-14-year-olds. This is because younger demographics, while concerned about the costs, often have their parents paying for their activities. greater opportunities to get better at the sport, availability in terms of access and diversity of people, and opportunities for amateurs. The expense, however, rules across the board, but when tackled in combination with other factors, brands and industries within the sport can see the potential hurdles and opportunities for change towards attracting a new youth marketplace. Weather/Snowfall (Climate Change) is of greatest concerns among 18-20-year-olds at 19% of this age group, followed closely by 13-14-year-olds at 18.8% of this age group. However this is a concern that is 2nd highest overall across the board. Getting better is of great concern among 13-14-yearolds at 19.8% of this age group, indicating the importance and market opportunity of skiing camps (see also the camps results). Other things to note when it comes to concerns about the future of downhill skiing is that younger people are more effected by People’s attitudes to the sport, Availability of the sport in terms of greater variety of people, and Events for Amateurs. By knowing the top concerns of downhill skiing by gender and age groups, it’s clear where things are headed and how the industry needs to adjust certain factors such as attention to climate change as a rallying point, www.labelnetworks.com SIA Stage One: What We Know Report 2014 55 2014: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. What concerns you most about downhill skiing in the future? Expensive costs of the sport Weather/Snowfall (Climate Change) Getting better Availability of the Sport in terms of location (getting to the mountain) People’s attitudes to the sport Availability of the Sport in terms of greater variety of people Events for Amateurs Gear for getting better The Olympics Events for Pros www.labelnetworks.com SIA Stage One: What We Know Report 2014 39.6% 17.9% 15.5% 12.3% 4.9% 3.6% 3.0% 1.5% .9% .8% 56 2014: What concerns you most about downhill skiing in the future? 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% www.labelnetworks.com SIA Stage One: What We Know Report 2014 57 2014: What concerns you most about downhill skiing in the future? Expensive costs of the sport Weather/Snowfall (Climate Change) Getting better Availability of the Sport in terms of location (getting to the mountain) People’s attitudes to the sport Availability of the Sport in terms of greater variety of people Events for Amateurs Gear for getting better The Olympics Events for Pros www.labelnetworks.com Male 43.4% 14.1% 11.9% Female 37.6% 19.8% 17.3% 14.1% 11.4% 6.4% 4.1% 4.6% 3.1% 2.1% 1.5% .9% .9% 3.4% 1.6% .9% .8% SIA Stage One: What We Know Report 2014 58 2014: What concerns you most about downhill skiing in the future? 13-14 15-17 18-20 21-25 Expensive costs of the sport 32.7% 36.3% 39.3% 48.6% Weather/Snowfall (Climate Change) 18.8% 17.7% 19.0% 15.9% Getting better Availability of the Sport in terms of location (getting to the mountain) 19.8% 15.5% 16.0% 12.5% 10.9% 12.8% 12.4% 12.0% People’s attitudes to the sport 6.9% 6.4% 4.5% 1.9% Availability of the Sport in terms of greater variety of people 4.0% 4.0% 4.2% 1.9% Events for Amateurs Gear for getting better The Olympics Events for Pros 3.0% 2.0% 1.0% 1.0% 3.4% 1.5% 1.2% 1.2% 2.7% 1.2% .6% .0% 2.9% 1.9% 1.0% 1.4% www.labelnetworks.com SIA Stage One: What We Know Report 2014 59 2014: What concerns you most about downhill skiing in the future? 60.0% 50.0% 40.0% 30.0% 20.0% 13-14 10.0% 15-17 18-20 0.0% 21-25 www.labelnetworks.com SIA Stage One: What We Know Report 2014 60 Part Two: Downhill Skiing Lifestyle Questions: 2014 What do you think needs the most improvement in gear? (Current Skiers) Macro Trends: Boots are the item young people believe most need improvement when it comes to downhill skiing at 25.4%. Interestingly however is the relatively high percentage among those that think there is no need for improvement in gear with None at 21.9%. This drops significantly to Apparel at 9%, followed closely by Gloves at 8.6% and Skis at 8.2%. Unlike the snowboarding rankings where Bindings rank extremely high as the gear needing most improvement, Bindings rank relatively low when it comes to the youth market and downhill skiing. group, the higher the percentages that think Apparel needs improvement, and another correlation that the younger the age group, the higher that they name Helmets as needing improvement. Skis and Gloves are highest among 18-20-year-olds which also stand out as an interesting trait in downhill skiing and gear improvement perceptions by age groups. Overall, by understanding where each target market believes gear needs the most improvement, manufacturers, resorts, rental operations, and the industry as whole can see where gear needs the most improvement towards attracting certain demographics. There are some distinct differences to note when it comes to the results by gender. First, Boots are the #1 item listed as needing the most improvement with 30.7% of males and 22.6% of females, but females have higher percentages that say None at 22.5% compared with 20.8% of males. Males rank Skis and Bindings higher for needing improvement, whereas females rank Apparel, Gloves, Helmets, Goggles, Ski Luggage, and Backpacks (in that order) higher than males. By age groups, improvement in gear illustrates some interesting traits. First, Boots are high across the board, but peak among 15-17-year-olds who say Boots need the most improvement. There is a correlation that the older the age www.labelnetworks.com SIA Stage One: What We Know Report 2014 61 2014: What do you think needs the most improvement in gear? Boots 25.4% None 21.9% Apparel 9.0% Gloves 8.6% Skis 8.2% Helmets 7.8% Bindings 6.7% Goggles 6.5% Ski 4.7% Luggage Backpacks 1.3% www.labelnetworks.com 30.0% 25.4% 25.0% 21.9% 20.0% 15.0% 10.0% 9.0% 8.6% 8.2% 7.8% 6.7% 6.5% 4.7% 5.0% 1.3% 0.0% SIA Stage One: What We Know Report 2014 62 2014: What do you think needs the most improvement in gear? Boots None Apparel Gloves Skis Helmets Bindings Goggles Ski Luggage Backpacks Male Female 30.7% 22.6% 20.8% 22.5% 7.8% 9.6% 6.9% 9.4% 9.9% 7.3% 6.6% 8.4% 6.9% 6.5% 6.3% 6.5% 3.0% 5.6% .9% 1.5% www.labelnetworks.com 35.0% 30.0% 25.0% 20.0% Male 15.0% Female 10.0% 5.0% 0.0% SIA Stage One: What We Know Report 2014 63 2014: What do you think needs the most improvement in gear? Boots None Apparel Gloves Skis Helmets Bindings Goggles Ski Luggage Backpacks www.labelnetworks.com 13-14 22.9% 19.0% 7.6% 7.6% 4.8% 13.3% 8.6% 8.6% 4.8% 2.9% 15-17 27.7% 21.7% 8.0% 8.6% 7.7% 9.2% 5.7% 6.0% 3.9% 1.5% 18-20 24.0% 20.4% 8.7% 11.7% 9.6% 6.3% 7.5% 6.3% 4.8% .9% SIA Stage One: What We Know Report 2014 21-25 25.1% 26.0% 11.6% 4.2% 8.4% 5.1% 6.0% 6.5% 6.0% .9% 64 2014: What do you think needs the most improvement in gear? 30.0% 25.0% 20.0% 13-14 15.0% 15-17 18-20 21-25 10.0% 5.0% 0.0% Boots None Apparel www.labelnetworks.com Gloves Skis Helmets Bindings Goggles Ski Backpacks Luggage SIA Stage One: What We Know Report 2014 65 Part Three: Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: Comparing Results from 2012 and 2014 www.labelnetworks.com SIA Stage One: What We Know Report 2014 66 Part Three: Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing: Comparing Results from 2012 and 2014 In order to gain perspective on where various subcultures of snowboarding and skiing rank within youth culture’s lifestyles, we asked 13-25-year-olds when it comes to the following “playgrounds” which do they associate with the most. The respondents could name more than one association. In addition, it’s important to point out that young people often do associate themselves with certain subcultures even if they don’t necessarily participate in the sport often. They may still like to wear the apparel, footwear, and accessories of a sporting genre, or associate with the pros within a certain sport and therefore feel it is a part of their lifestyle. It is also important to note that the playground listings included many different things, including other sports in general. In 2014, other sports, particularly certain subcultures of action sports, are higher on the radar than snowboarding, and in particular, skiing. There have been shifts in that a new generation of young people are looking at action sports differently, as we’ve tracked for the past 14 years, but even more so in just the past 2 years. Overall, in 2012 the highest ranking lifestyle association when it comes to snowboarding and skiing is Snowboard Big Mountain/Freeride at 12.6%. This tends to be high across the board, followed by other subcultures within snowboarding such as Snowboard Halfpipe at 11.5%, Snowboard Big Air at 10.4%, and Snowboard Slopestyle at 10.3%. www.labelnetworks.com The highest ranking skiing association is Ski Jumping/Flying at 4.2%, then Alpine Skiing Downhill at 2.6% and Freeskiing Big Mountain/Freeride at 2.4%. Snowboarding in 2012 as a whole was more popular than the subcultures of skiing among the youth marketplace of 13-25-year-olds. Females and males bother ranked Snowboard Big Mountain/Freeride highest. The greatest difference is that skiing such as Ski Jumping/Flying and Alpine Skiing Downhill ranked slightly higher among females than males. In 2012, Snowboard Big Mountain/Freeride peaked among 18-20-year-olds at 13.9% followed by 15-17-year-olds at 13.1%. Halfpipe increased the older the age group, which illustrates in 2012 the decline in popularity and association of pipe among a new generation of riders. This is similar with Big Air. In comparison to the lifestyle associations in 2014, Snowboard Big Mountain/Freeride is still highest overall at 9.8% but has dropped in terms of lifestyle association by young people. This is followed by Snowboard Slopestyle at 8.5% which is lower than in 2012, but in terms of ranking, is higher in 2014. Slopestyle is a genre to watch. This is also because of the introduction of sport in the Olympics and increased coverage of slopestyle riders. What has clearly dropped is Snowboard Halfpipe at 7.4% which is down from 11.4% in 2012 and ranked in 3rd in 2014 as a lifestyle association. Big air has also dropped. SIA Stage One: What We Know Report 2014 67 Part Three: Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing: Comparing Results from 2012 and 2014 Snowboard Rail riding is a subculture that is interesting as well. In 2012, is was at 7.6% and ranked 5th overall. In 2014, it is at 4.5% and still ranked in 5th. There is a strong association here among males at 5.6% compared with 3.7% of females. However the top 4 snowboarding subcultures all rank relatively high for both genders, especially Slopestyle which ranks virtually the same for both. What is also quite telling is that many of the subcultures associated with skiing rank lower in 2014. Ski Jumping/Flying is at 2.9% in 2014 and Alpine Skiing Downhill is at 2.4%. Freeskiing Big Mountain/Freeride ranks 3rd within skiing at 1.7%. In 2012, they mostly peaked among 15-20-year-olds. This should be a concern for the industry. The other obvious concern is the fact that percentages have dropped from 2012 to 2014 in terms of snowboarding and skiing subcultures ranking as high in terms of lifestyle associations. There are many reasons for this, which we will explore in the next two Phases of the Snowboarding and Skiing Research Program 2014. However for now, the results quantify the shift in perceptions and associations of a new youth culture marketplace. An interesting characteristic is that Ski Jumping/Flying continues to rank higher among females than males, as well as Alpine Skiing Downhill and Freeskiing Big Mountain/Freeride. In 2014, other differences to note are that while Snowboard Big Mountain/Freeride ranks highest overall, it peaks among 18-20-year-olds at 11.4% and tends to be higher among older age groups. Snowboard Slopestyle actually ranks as the #1 lifestyle association for 13-14-year-olds at 5.1%, ahead of Snowboard Big Mountain/Freeride at 4.8%. In general, most of the top subcultures of snowboarding rank higher among older demographics than younger. www.labelnetworks.com SIA Stage One: What We Know Report 2014 68 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: Comparing Results from 2012 and 2014 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Snowboard Big Mountain/Freeride Snowboard Slopestyle Snowboard Halfpipe Snowboard Big Air Snowboard - Rail riding Snowboard Cross Snowboard Alpine Slalom Ski Jumping/Flying Alpine Skiing Downhill Freeskiing Big Mountain/Freeride Freeskiing Back Country Freestyle Freeskiing Big Air/Slopestyle Freeskiing Halfpipe Skiercross Alpine Skiing Super G Alpine Skiing Giant Slalom www.labelnetworks.com 2014 9.8% 8.5% 7.4% 5.9% 4.5% 3.8% 3.0% 2.9% 2.4% 1.7% 1.5% 1.3% 1.2% .9% .9% .8% SIA Stage One: What We Know Report 2014 2012 12.6% 10.3% 11.5% 10.4% 7.6% 5.3% 4.8% 4.2% 2.6% 2.4% 2.0% 2.1% 2.0% 1.3% 1.4% 1.2% 69 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: Comparing Results from 2012 and 2014 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2014 2.0% 2012 0.0% www.labelnetworks.com SIA Stage One: What We Know Report 2014 70 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: 2012 1. Snowboard Big Mountain/Freeride 2. Snowboard Halfpipe 3. Snowboard Big Air 4. Snowboard Slopestyle 5. Snowboard - Rail riding 6. Snowboard Cross 7. Snowboard Alpine Slalom 8. Ski Jumping/Flying 9. Alpine Skiing Downhill 10. Freeskiing Big Mountain/Freeride 11. Freeskiing Big Air/Slopestyle 12. Freeskiing Back Country Freestyle 13. Freeskiing Halfpipe 14. Alpine Skiing Super G 15. Skiercross 16. Alpine Skiing Giant slalom www.labelnetworks.com 12.6% 11.5% 10.4% 10.3% 7.6% 5.3% 4.8% 4.2% 2.6% 2.4% 2.1% 2.0% 2.0% 1.4% 1.3% 1.2% Snowboard Big Mountain/Freeride Snowboard Halfpipe Snowboard Big Air Snowboard Slopestyle Snowboard - Rail riding Snowboard Cross Snowboard Alpine Slalom Ski Jumping/Flying Alpine Skiing Downhill Freeskiing Big Mountain/Freeride Freeskiing Big Air/Slopestyle Freeskiing Back Country Freestyle Freeskiing Halfpipe Alpine Skiing Super G Skiercross Alpine Skiing Giant slalom SIA Stage One: What We Know Report 2014 Female Male 11.3% 13.8% 10.4% 9.5% 9.6% 6.6% 4.8% 4.7% 4.6% 2.8% 12.6% 11.3% 11.0% 8.6% 5.9% 5.0% 3.8% 2.4% 1.9% 2.9% 1.5% 2.6% 1.6% 2.5% 1.7% 1.2% 1.0% 1.0% 2.3% 1.7% 1.6% 1.5% 71 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: 2012 Snowboard Big Mountain/Freeride Snowboard Halfpipe Snowboard Big Air Snowboard Slopestyle Snowboard - Rail riding Snowboard Cross Snowboard Alpine Slalom Ski Jumping/Flying Alpine Skiing Downhill Freeskiing Big Mountain/Freeride Freeskiing Big Air/Slopestyle Freeskiing Back Country Freestyle Freeskiing Halfpipe Alpine Skiing Super G Skiercross Alpine Skiing Giantslalom www.labelnetworks.com 13-14 8.4% 7.6% 7.0% 6.9% 6.2% 3.7% 3.4% 3.4% 2.2% 1.3% 1.1% 2.2% 1.4% 1.0% .8% .7% 15-17 13.1% 10.1% 9.7% 10.0% 7.3% 5.0% 5.1% 5.0% 2.5% 2.5% 2.0% 1.7% 1.5% 1.5% 1.2% 1.1% SIA Stage One: What We Know Report 2014 18-20 13.9% 13.0% 11.1% 11.9% 8.3% 6.1% 5.2% 4.2% 3.0% 2.6% 2.4% 2.3% 2.4% 1.6% 1.6% 1.6% 21-25 11.9% 13.5% 12.3% 10.2% 7.7% 5.6% 4.6% 3.4% 2.3% 2.5% 2.2% 2.0% 2.5% 1.3% 1.0% 1.3% 72 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: 2012 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 13-14 4.0% 15-17 2.0% 18-20 21-25 0.0% www.labelnetworks.com SIA Stage One: What We Know Report 2014 73 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: 2014 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Snowboard Big Mountain/Freeride Snowboard Slopestyle Snowboard Halfpipe Snowboard Big Air Snowboard - Rail riding Snowboard Cross Snowboard Alpine Slalom Ski Jumping/Flying Alpine Skiing Downhill Freeskiing Big Mountain/Freeride Freeskiing Back Country Freestyle Freeskiing Big Air/Slopestyle Freeskiing Halfpipe Skiercross Alpine Skiing Super G Alpine Skiing Giant Slalom www.labelnetworks.com 9.8% 8.5% 7.4% 5.9% 4.5% 3.8% 3.0% 2.9% 2.4% 1.7% 1.5% 1.3% 1.2% .9% .9% .8% SIA Stage One: What We Know Report 2014 74 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: 2014 Snowboard Big Mountain/Freeride Snowboard Slopestyle Snowboard Halfpipe Snowboard Big Air Snowboard - Rail riding Snowboard Cross Snowboard Alpine Slalom Ski Jumping/Flying Alpine Skiing Downhill Freeskiing Big Mountain/Freeride Freeskiing Back Country Freestyle Freeskiing Big Air/Slopestyle Freeskiing Halfpipe Skiercross Alpine Skiing Super G Alpine Skiing Giant Slalom www.labelnetworks.com Male 11.3% 8.6% 7.5% 6.4% 5.6% 4.3% 3.6% 2.2% 2.1% 1.6% 1.4% 1.4% 1.3% .9% 1.0% 1.0% SIA Stage One: What We Know Report 2014 Female 8.7% 8.5% 7.3% 5.4% 3.7% 3.4% 2.6% 3.4% 2.6% 1.8% 1.6% 1.2% 1.2% .8% .8% .7% 75 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: 2014 Snowboard Big Mountain/Freeride Snowboard Slopestyle Snowboard Halfpipe Snowboard Big Air Snowboard - Rail riding Snowboard Cross Snowboard Alpine Slalom Ski Jumping/Flying Alpine Skiing Downhill Freeskiing Big Mountain/Freeride Freeskiing Back Country Freestyle Freeskiing Big Air/Slopestyle Freeskiing Halfpipe Skiercross Alpine Skiing Super G Alpine Skiing Giant Slalom www.labelnetworks.com 13-14 4.8% 5.1% 4.2% 2.7% 2.4% 1.6% 1.5% 2.7% 1.9% 1.7% .8% .8% .6% .6% .4% .4% 15-17 9.4% 8.2% 6.6% 4.9% 4.2% 3.6% 2.8% 3.4% 2.7% 1.7% 1.4% 1.2% 1.0% .8% .8% 1.0% SIA Stage One: What We Know Report 2014 18-20 11.4% 9.4% 8.2% 6.5% 4.5% 4.4% 3.1% 2.9% 2.9% 2.0% 2.0% 1.6% 1.5% 1.1% 1.3% 1.0% 21-25 11.0% 9.6% 9.0% 7.7% 6.1% 4.5% 3.9% 2.4% 1.7% 1.5% 1.4% 1.3% 1.5% .9% .8% .8% 76 Lifestyle Associations of Youth Marketplace to the Following Snowboarding and Downhill Skiing Genres: 2014 12.0% 10.0% 8.0% 6.0% 13-14 4.0% 15-17 18-20 2.0% 21-25 0.0% www.labelnetworks.com SIA Stage One: What We Know Report 2014 77 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. In this part, we take a look at results among 13-25-year-olds across the United States regarding key factors that make-up what we call the “digital lifestyle” of youth culture. This is a demographic that is generationally at ease with smart phones, touch screens, gaming consoles, digital cameras and social networking platforms, which makes technology and electronic devices a key part of their personal identity, communication patterns, and lifestyle. What’s also interesting is that because today’s youth culture are the ones driving the speed of change when it comes to new technology, they often use various features in electronics in ways that manufacturers may not have necessarily first intended. The greatest example is using mobile phones for texting rather than actually calling. Another is using an iPod touch for texting and video chat (Skype) when in a Wi-Fi area and skipping right over even having a mobile phone or cell plan at all. Technology and how it fits within this demographics’ lifestyles are not only key aspects for effectively reaching youth culture today, but also for all markets interested in knowing their future consumer. This is one reason why more brands are looking to youth culture insights for trend forecasting than ever before. It is their digital lifestyle that is having a massive influence on the way brands and organizations need to do business. We are already seeing more of this connection between wearable technology and winter sporting gear, but also shifts in entertainment patterns, music, gaming, and sports. www.labelnetworks.com SIA Stage One: What We Know Report 2014 78 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. By knowing where a young person is spending their time, brands can create strategies that integrate with those activities that mean the most to targeted markets. The difference with today’s tech-savvy generation is because they have greater access to information and communication, trends are coming from the bottom-up rather than the top down. If you are not where the market is located, don’t expect the market to come to you. Not when they have so many choices at their disposal. They also have very regimented schedules and have more options than ever before to do their own thing and create their own entertainment and activities. For some more traditional brands, organizations, and resorts, this can be a challenging idea to consider. Today, if you build it, they may not come. And they may just build their own solutions anyway. If you push it, there may be brand backlash, which makes knowing what activities are most important to the marketplace and how they spend their time--most importantly, within their digital lifestyles. What is notable are the distinctions by age groups when it comes to digital lifestyles. Technology if often used in different ways depending on the person’s age, and it’s here were “generation gaps” within this generation can be seen. For example, the way 13-14-year-olds use technology for communication can be very different than a 21-year-old. This is also evident within this section between snowboarders and those most interested in learning to snowboard. Those most interested in learning to snowboard are leading trends when it comes to social networking patterns rather than today’s current youth demographic of snowboarders. www.labelnetworks.com SIA Stage One: What We Know Report 2014 79 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. How many hours per day do you do the following activities? the only result within this series where snowboarders spend slightly more time than those who most want to learn to snowboard. Macro Trends: Within this series of questions, we ask 1325-year-olds who snowboard and are most interested in learning to snowboard, how many hours per day they participate in the following activities. Overall, it’s apparent that young people multi-task and are engaged in many digital activities at the same time. Generally, as noted in many of the results to this question, those that want to learn to snowboard spend a great deal of time and engage in a variety of social networks more so than snowboarders which indicates a marketing and branding opportunity to gain new riders. The greatest number of hours they spend are Online, with those who want to learn to snowboard spending more time per day online at 5.2 hours compared with snowboarders who spend 4.9 hours. This is followed closely to spending time on one’s Mobile phone with those who want to learn spending slightly more time at 4.6 hours compared with snowboarders spending 4.4 hours. Spending time each on Social Networks is also important averaging 3.8 hours with those that want to learn and 3.4 hours with those who snowboard. Watching online videos is clearly important to both sets of demographics which is also where snowboarding can introduce and attract those that most want to learn to snowboard as they already watch 2.3 hours of online videos. Playing video games is www.labelnetworks.com SIA Stage One: What We Know Report 2014 80 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. How much time per day do you spend…? Online On your mobile phone On social networks Watching online videos Playing video games www.labelnetworks.com Snowboarders Want to learn 4.9 hrs. 5.2 hrs. 4.4 hrs. 4.6 hrs. 3.4 hrs. 3.8 hrs. 2.1 hrs. 2.3 hrs. 1.8 hrs. 1.7 hrs. SIA Stage One: What We Know Report 2014 81 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which of the following activities have you done in the past 6 months? Macro Trends: By tracking online advertising interaction and purchasing patterns, the results reveal that both snowboarders and those who want to learn to snowboard tend to use giftcards for purchases often while also utilizing online purchasing opportunities such as PayPal, Amazon, and eBay, as well as their mobile phone. This means that having an m-commerce strategy in place as well as ecommerce is vitally important to today’s youth demographic. Giftcards are also key purchasing tools. However it’s snowboarders that tend to participate in online shopping locations, giftcards, and especially on their mobile phones more so than those that want to learn to snowboard. The lowest is purchasing a produce from an ad on Facebook. This also corresponds to the questions about social networking usage patterns and the decline in using Facebook overall among youth culture markets. There are other things that are interesting to note. First, both demographics do have relatively strong percentages that allow corporate brands to become their friends on social networks. This is a market opportunity to explore. In addition, virtual currency is on their radar and is an area of growing opportunity (this also correlates with video gaming). www.labelnetworks.com SIA Stage One: What We Know Report 2014 82 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which of the following activities have you done in the past 6 months? Snowboarders 68.3% Want to learn 65.5% 69.1% 61.4% 1. 2. Used a giftcard to make a purchase Made a purchase on amazon.com 3. Made a purchase from your mobile phone 55.6% 49.0% 4. Made an online purchase with Paypal 47.4% 42.8% 5. Made a purchase on ebay.com 35.2% 32.5% 6. 24.2% 22.1% 7. Allowed CORPORATE BRANDS to become friends/followers on your social networks account Purchased a product online using virtual currency 13.6% 12.8% 8. Clicked on a Google text ad 13.3% 12.8% 9. Purchased a product from an advertisement on Facebook 7.4% 6.5% www.labelnetworks.com SIA Stage One: What We Know Report 2014 83 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which of the following activities have you done in the past 6 months? Used a giftcard to make a purchase Allow ed CORPORATE BRANDS to become friends/follow ers on your social netw orks account Made a purchase on amazon.com Made a purchase from your mobile phone Made an online purchase w ith Paypal Purchased a product online using virtual currency Clicked on a Google text ad Purchased a product from an advertisement on Facebook Made a purchase on ebay.com 60.0% 40.0% 20.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 84 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which best describes your online shopping patterns? Macro Trends: Why and how snowboarders and those that most want to learn to snowboard prove that while they do shop online, often it’s for specific things. They are also comparing prices. Those that want to learn to snowboard have slightly higher percentages that tend to prefer going into stores and only shop online if they can’t find it at my local store or because they prefer to shop in a store. What this means for retailers, therefore, is actually a strong potential consumer demographic of those interested in learning to snowboard to come into a store to buy vs. those who already snowboard. Unfortunately at this point, while the desire to shop in stores is there, those who most want to learn to snowboard are not necessarily taking the step to buy in a store if they don’t ride. This is a missed opportunity that needs to be explored and will be expanded upon in Phase Three of the Snowboard and Skiing Research Program 2014. www.labelnetworks.com SIA Stage One: What We Know Report 2014 85 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which best describes your online shopping patterns? Snowboarders Want to learn 32.1% 31.9% 1. I only shop online for specific things 2. I only shop online if the price is better than in the stores 3. I only shop online if I can't find it at my local store 4. I always shop online for everything I can 5. I don't shop online because I don't have a credit card 6. I don't shop online because I prefer shopping in stores 7. I don't shop online because I'm not allowed to 8. I don't shop online because I don't trust it www.labelnetworks.com 25.7% 23.6% 20.9% 21.0% 13.0% 10.7% 4.2% 6.9% 3.9% 5.1% .2% .4% .1% .4% SIA Stage One: What We Know Report 2014 86 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which best describes your online shopping patterns? 30.0% I only shop online for specific things I only shop online if the price is better than in the stores I only shop online if I can't find it at my local store I alw ays shop online for everything I can I don't shop online because I don't have a credit card I don't shop online because I prefer shopping in stores I don't shop online because I'm not allow ed to I don't shop online because I don't trust it 20.0% 10.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 87 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. What device do you prefer to use your social network accounts on? Macro Trends: Mobile phone culture is where the youth marketplace interacts the most when it comes to utilizing their social networks. This is changing the landscape for social networks, phone services, and the types of phones that young people prefer. This is also one reason why certain social networks are gaining in popularity such as Tumblr, Instagram, and even Twitter in that their ease of use via phone makes them more compelling and amicable with their lifestyles. What’s dropped considerably are the usage of desktop computers which we have also seen as becoming the “home” computer (shared with parents) and less utilized by a new generation that prefers personal laptops and wireless devices. Both snowboarders and those that want to learn to snowboard have very similar percentages to this question which means that capturing the attention of both demographics, if going through social networks, is via one’s mobile phone. This means for snowboarding brands and organizations, mobile browsing patterns are vital to understand when implementing mobile strategies. www.labelnetworks.com SIA Stage One: What We Know Report 2014 88 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. What device do you prefer to use your social network accounts on? 60.0% On a mobile phone On a laptop computer On a desktop computer 40.0% Snowboarders 20.0% 0.0% Snowboarders www.labelnetworks.com Want to learn On a mobile phone On a laptop computer On a desktop computer Want to learn 60.4% 61.1% 31.8% 31.5% 7.8% 7.4% SIA Stage One: What We Know Report 2014 89 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. How do you typically find out about new websites? Other important differences are that Twitter, Youtube, and Blogs are higher among those who want to learn to snowboard compared with those who snowboard. Macro Trends: There are some considerable differences to note within the results to this question which provide important insights as to where brands and organizations should target new, would-be snowboarders especially. First, Links from other websites are the primary location that those who want to learn to snowboard to gain information at 23.7%, whereas among those who already snowboard, it’s from Facebook that they learn about new websites mostly at 23.6%, followed by Links from other websites at 23.6%. Basically, those who want to learn to snowboard have more diversified interests in other social networks, especially as a source for finding new websites. They are leading trends in social networking patterns and should be noted. If brands and organizations are trying to reach new snowboarders, they should be utilizing a greater variety of social networks, especially Tumblr. The results to this question are also related to the results of the next question about which social networks they currently have an account on. Those who want to learn to snowboard do not use Facebook as a source nearly as much and have already moved onto other social networks. First, only 18% use Facebook as a source for new websites compared with 24% of those who snowboard. Instead, new demographics of potential snowboarders have moved onto Tumblr at 15.3% compared with only 10.2% of snowboarders. This is a significant insight to note. www.labelnetworks.com SIA Stage One: What We Know Report 2014 90 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. How do you typically find out about new websites? 1. 2. 3. 4. Links from other websites Facebook Tumblr Recommendation of friends/Family 5. 6. 7. 8. 9. 10. 11. 12. 13. Twitter Search Engines Youtube Blogs Magazine ads TV Website banner ads Google Ads Radio www.labelnetworks.com Snowboarders Want to learn 23.6% 23.7% 24.0% 18.0% 10.2% 15.3% 16.6% 14.8% 6.0% 8.3% 8.6% 6.7% 2.9% 4.6% 2.7% 3.6% 1.9% 1.3% 1.2% 1.3% 1.4% 1.0% .5% .9% .4% .4% SIA Stage One: What We Know Report 2014 91 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. How do you typically find out about new websites? 20.0% 15.0% Links from other w ebsites Blogs Facebook Tumblr Recommendation of friends/Family Magazine ads TV Website banner ads Tw itter Search Engines Google Ads Radio Youtube 10.0% 5.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 92 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which social networks do you currently have an account on? Macro Trends: Social networks are one of the most important platforms for reaching youth culture today. This is where they communicate most, and in so doing, learn new information from others, mainly their friends. However, it’s an ongoing changing environment. Looking at the results over the past 5 years, and even past 6 months, there have been massive migration shifts in preferences and usage patterns within various social networks, and what the marketplace even considers a “social network” today. It is a huge industry to break into, yet you can watch in a few short years the rise and fall of what once seemed insurmountable, for example MySpace’s decline, and now, the changing preferences with Facebook as more young people continue to leave this platform. The cracks are showing around Facebook. As a brand or organization, before putting most energy and spending in one area, i.e. Facebook, it’s important to look at the various other social networks such as Tumblr, Instagram, Pinterest, Twitter, and Youtube. www.labelnetworks.com Respondents could name as many social networks that they wanted to which is why the results add up to more than 100%. What’s interesting to note here are the numbers of so-called social networks that are actually named. For example, young people consider Youtube and Twitter social networks just as much as Facebook or Tumblr. In addition, it’s important to look further down the list as well as many of the social networks either move up or down the radar, so becoming familiar with newer social networks and understanding their functions, are important. Facebook is the #1 social network that young snowboarders and those who most want to learn currently have an account on. However as illustrated by the results in the next questions, Facebook is losing traction and becoming less popular among youth culture markets including snowboarders. Facebook is followed by Youtube and Instagram. Instagram is interesting to note as we’ve seen this increase in the past few years and is an important picture-oriented social network that works well with blogs and mobile phones, i.e. Twitter and Tumblr. SIA Stage One: What We Know Report 2014 93 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Youtube remains vitally important for sports such as snowboarding which have utilized video clips within the culture of the sport from the very start. Important differences to note include Tumblr, which is used in higher percentages among those who want to learn to snowboard at 62.9% compared to only 54.1% of snowboarders. Twitter is also higher among those who want to learn to snowboard at 74.2% compared with 71.5% of snowboarders. Basically, other than Facebook, Flickr, LinkedIn, and Zynga, those who want to learn to snowboard have higher percentages of having accounts on a greater variety of social networks. This has created a marketing and branding opportunity for reach with potential new audiences. www.labelnetworks.com SIA Stage One: What We Know Report 2014 94 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which social networks do you currently have an account on? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Facebook Youtube Instagram Twitter Tumblr Google+ Pintrest Myspace My Yearbook Flickr LinkedIn Stickam Zynga Live Journal Friends Or Enemies The-N Modlife www.labelnetworks.com Snowboarders 91.9% 80.8% 76.2% 71.5% 54.1% 44.9% 29.2% 20.7% 9.0% 8.1% 9.2% 4.5% 2.5% 1.9% .8% .5% .8% SIA Stage One: What We Know Report 2014 Want to learn 90.7% 82.8% 78.0% 74.2% 62.9% 49.6% 31.9% 21.4% 9.6% 7.3% 6.7% 5.3% 2.3% 1.5% 1.1% .5% .4% 95 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which social networks do you currently have an account on? 75.0% Facebook Youtube Instagram Pintrest Myspace My Yearbook Tw itter Tumblr Flickr LinkedIn Google+ 50.0% 25.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 96 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. What is your favorite social network/online community to have an account on? Macro Trends: The results to this question correlate with the previous question. Facebook is the favorite overall at 34.3% of snowboarders and 27% of those who want to learn. However this is changing rapidly and as illustrated within the results to the previous questions, those who want to learn to snowboard tend to be leaders in moving onto other social networking platforms and utilizing them greatly. The most notable is Tumblr with 26.9% of those who want to learn to snowboard naming it has their favorite compared with 21.2% of those who snowboard. Instagram is also important for both, however Twitter, and Youtube are higher among those who want to learn to snowboard, indicating potential locations for greater reach to new demographics. By knowing where and which social networks and online communities are favorites, brands and organizations can plan where to dedicate various campaigns towards attracting those who already ride and those who want to learn to snowboard. www.labelnetworks.com Overall, it’s clear for both snowboarders and those who want to learn to snowboard that social networks are important and that they utilize a great deal of different options, not just one predominately. The days of one social network dominating the space such as Facebook (and MySpace before this) no longer exists. The importance of understanding how different social networks function, particularly via mobile phones, and how young people utilize them mostly, is extremely important for the snowboarding industry. The irony is when brands complain that it’s too challenging to stay up with current social networking trends and so therefore, decide to utilize only one (usually Facebook) predominately. Since the majority of social networks are free, there is no excuse that brands and organizations are not utilizing a variety of social networking platforms often. This is where smaller brands and industries, including non-profits, often enter the youth marketplace and beat out larger brands, simply because they invest in making social media work to their greatest advantage and gather followers by utilizing free platforms most effectively. SIA Stage One: What We Know Report 2014 97 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which is your favorite online community/social networks to have accounts on? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Facebook Tumblr Instagram Twitter Youtube Pintrest Reddit Google+ My Yearbook Myspace Snapchat Flickr www.labelnetworks.com Snowboarders 34.3% 21.2% 20.5% 15.7% 4.6% 1.7% .6% .3% .1% .3% .3% .2% Want to learn 27.0% 26.9% 21.0% 16.3% 6.3% 1.3% .4% .2% .2% .0% .1% .0% SIA Stage One: What We Know Report 2014 98 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Which is your favorite online community/social networks to have accounts on? 30.0% Facebook Tumblr Instagram Pintrest Reddit Google+ Tw itter Youtube My Yearbook Myspace 20.0% 10.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 99 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Are using social networks important to your daily lives? Macro Trends: The vast majority of snowboarders and those who want to learn to snowboard say Yes that social networks are important to their daily lives. Those who want to learn have higher percentages that say Yes at 73.3% compared with 70.7% of snowboarders. Therefore, having a strong social networking strategy for reaching both demographics is vitally important for the snowboarding industry, especially for attracting new riders. (See also the correlating results in the questions about favorite social networks and patterns.) 75.0% Yes No 50.0% Snowboarders Want to learn Yes 70.7% 73.3% No 29.3% 26.7% 25.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 100 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Are you using Facebook less? Macro Trends: As revealed in other questions within this Digital Lifestyle section, the fall of Facebook has begun and for many reasons. The days of utilizing only one social network is over and for the snowboarding industry, it’s important to know which other networks are on the rise and why. In addition, those who want to learn to snowboard are the leaders in moving off of Facebook with 83.9% saying they are using it less compared with 80.2% of snowboarders. Facebook is often used as a hub of sorts, but is quickly transitioning into a static location whereby other social networks are pushing out personal communication in other ways. This includes greater social networks with mobile phone capabilities, images, and utilization patterns that reflect a new youth marketplace. www.labelnetworks.com SIA Stage One: What We Know Report 2014 101 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. Are you using Facebook less? Yes No 75.0% 50.0% Yes No Snowboarders Want to learn 80.2% 83.9% 19.8% 16.1% 25.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 102 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. If you are using Facebook less, why? Macro Trends: Both snowboarders and those who most want to learn to snowboard are using Facebook less mainly because It’s getting lame with 21.8% of those who want to learn and 20.5% of those who snowboard. Other important reasons include No time which is higher among snowboarders at 17.6% compared with 14% of those who want to learn, and the influences of other social networks. Finally, it’s important to note that there is a small (but important) demographic that has not used Facebook at all and say they have Never used it, which is higher among those who want to learn to snowboard. Basically, there is now a new demographic of snowboarders and would-be snowboarders who are skipping right over this social network altogether and have moved on. The most notable difference is that those who want to learn to snowboard have higher percentages that have already switched to Tumblr at 11.9% compared snowboarders who have switched at 9.8%. Both have relatively similar percentages that are using Facebook less because they’re on Twitter more as well as Instagram. Snowboarders are finding that they are using Facebook less because there is now Too much advertising and It’s too corporate which are both higher as a complaint than among those who want to learn to snowboard. www.labelnetworks.com SIA Stage One: What We Know Report 2014 103 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. If you are using Facebook less, why? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. It's getting lame No time I switched to tumblr I switched to twitter I switched to instagram Waste of time I just text my friends Too much advertisting Harassment/Bullying It's too corporate Never used it Privacy issues I stopped using them all together 14. Too much drama 15. It makes me depressed www.labelnetworks.com Snowboarders 20.5% 17.6% 9.8% 10.2% 9.2% 9.1% 5.2% 7.5% 3.2% 4.3% 1.0% .7% Want to learn 21.8% 14.0% 11.9% 10.8% 9.8% 9.3% 6.4% 6.1% 3.4% 1.7% 1.7% 1.6% 1.1% 1.1% .5% .1% .6% .0% SIA Stage One: What We Know Report 2014 104 Part Four: The Digital Lifestyle of those who snowboard verse those most interested in learning to snowboard. If you are using Facebook less, why? 20.0% 15.0% It's getting lame No time Waste of time I just text my friends I sw itched to tumblr I sw itched to tw itter Too much advertisting Harassment/Bullying I sw itched to instagram It's too corporate 10.0% 5.0% 0.0% Snowboarders www.labelnetworks.com Want to learn SIA Stage One: What We Know Report 2014 105 Appendix www.labelnetworks.com SIA Stage One: What We Know Report 2014 106 2006: What snowboard equipment or apparel brand do you like the most if any? Burton Roxy Volcom Quiksilver Forum Vans DC K2 World Industries Element Spy Hurley North Face Oakley Fox Ride Bonfire Grenade Rossignol Billabong 55.2 6.0 5.2 3.8 3.2 2.6 1.7 1.5 1.3 .9 .7 .7 .6 .6 .6 .6 .6 .5 .5 .5 Betty Rides Spyder Dakine Four Square Atomic Dragon Sessions Sims Flow Etnies Evol Technine Zumiez Lamar Liquid Nixon O'Neil Jeenyus PacSun Palmer www.labelnetworks.com .5 .5 .5 .4 .3 .3 .3 .3 .2 .2 .2 .2 .2 .2 .2 .2 .2 .2 .2 .2 Powder Room Ripzone West Beach Salomon Option 686 Arson Electric Arbor Venue Black Diamond Playboy Elevation Beater Transnine Northwave Titan Nollie No Fear West 49 .2 .2 .2 .2 .2 .2 .2 .2 .2 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 SIA Stage One: What We Know Report 2014 107 2006: What snowboard equipment or apparel brand do you like the most if any? Blind Avalanche Special Blend Source Sound Waves Sneau Skip Cronus Circa Santa Monica Santa Cruz Dog Funk Rusty Zoozner Bulla Nike Helly Hansen Swatch Goretex Gnu Giro .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 Girl Boards Fusion Sun & Ski Sports Armory Formula Firefly Baker Horny Toad Anon The Firm NFA Never Summer M3 Lowe Alpine Lost Academy Libtech Active Thorn Joyride Adio www.labelnetworks.com .1 Iris .1 DaKine .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 SIA Stage One: What We Know Report 2014 108 2006: What snowboard equipment or apparel brand do you like the most if any? Burton Roxy Volcom Quiksilver Forum Vans DC K2 World Industries Element Spy Hurley Oakley North Face Ride Fox Bonfire Spyder Rossignol Grenade Dakine Billabong Betty Rides Four Square Female 54.6% 9.6% 5.7% 3.4% 1.2% 3.2% 1.8% 1.2% .3% 1.3% .7% .9% .9% .6% .6% .7% .4% .3% .4% .1% .1% .6% .7% .0% Male 56.3% .0% 4.3% 4.5% 6.5% 1.5% 1.5% 2.0% 3.0% .3% .8% .5% .3% .8% .5% .3% .8% .8% .5% 1.0% 1.0% .3% .0% 1.0% www.labelnetworks.com Sims Sessions Dragon Atomic Zumiez West Beach Technine Salomon Ripzone Powder Room Palmer PacSun Option O'Neil Nixon Liquid Lamar Jeenyus Flow Evol Etnies Electric Arson Arbor 686 .3% .0% .1% .3% .3% .3% .1% .1% .1% .3% .0% .3% .1% .3% .3% .3% .1% .0% .1% .0% .1% .1% .1% .0% .1% .3% .8% .5% .3% .0% .0% .3% .3% .3% .0% .5% .0% .3% .0% .0% .0% .3% .5% .3% .5% .3% .3% .3% .5% .3% Zoozner West 49 Venue Transnine Titan Thorn The Firm Swatch Sun & Ski Sports Special Blend Source Sound Waves Sneau Skip Santa Monica Santa Cruz Rusty Playboy Northwave Nollie No Fear Nike NFA Never Summer M3 SIA Stage One: What We Know Report 2014 .0% .1% .0% .0% .0% .1% .0% .0% .1% .1% .1% .0% .0% .0% .0% .0% .1% .1% .1% .1% .0% .0% .1% .0% .1% .3% .0% .3% .3% .3% .0% .3% .3% .0% .0% .0% .3% .3% .3% .3% .3% .0% .0% .0% .0% .3% .3% .0% .3% .0% 109 2006: What snowboard equipment or apparel brand do you like the most if any? Lowe Alpine Lost Libtech Joyride Iris Horny Toad Helly Hansen Goretex Gnu Giro Girl Boards Fusion Formula Firefly Elevation Dog Funk DaKine Cronus Circa Bulla Blind Black Diamond Beater Baker .0% .1% .1% .1% .1% .1% .0% .1% .0% .1% .1% .0% .0% .1% .1% .1% .1% .1% .0% .1% .1% .1% .1% .1% www.labelnetworks.com .3% .0% .0% .0% .0% .0% .3% .0% .3% .0% .0% .3% .3% .0% .0% .0% .0% .0% .3% .0% .0% .0% .0% .0% Avalanche Armory Anon Adio Active Academy .0% .1% .0% .1% .1% .1% .3% .0% .3% .0% .0% .0% SIA Stage One: What We Know Report 2014 110 2006: What snowboard equipment or apparel brand do you like the most if any? 0% Burton Roxy0.0% Volcom Quiksilver Forum Vans DC K2 World Industries Element Spy Hurley Oakley North Face Ride Fox Bonfire Spyder Rossignol Grenade 10% 20% 30% 40% 50% 60% 70% 56.3% 80% 90% 100% 54.6% 9.6% 4.3% 5.7% 4.5% 3.4% 6.5% 1.2% 1.5% 3.2% 1.5% 1.8% 2.0% 1.2% 3.0% 0.3% 0.3% 1.3% 0.8% 0.7% 0.5% 0.9% 0.3% 0.9% 0.8% 0.6% 0.5% 0.6% 0.3% 0.7% 0.8% 0.8% 0.5% 0.4% 1.0% Male www.labelnetworks.com 0.4% 0.3% 0.1% Female SIA Stage One: What We Know Report 2014 111 2006: What snowboard equipment or apparel brands are you like the most if any? Burton Roxy Volcom Quiksilver Forum Vans DC K2 World Industries Element Spy Hurley Oakley North Face Ride Fox Bonfire Spyder Rossignol Grenade Dakine Billabong Betty Rides Four Square 13-14 58.1% 4.8% 8.1% 6.5% 3.2% 3.2% 1.6% .0% .0% 1.6% .0% .0% 1.6% .0% .0% 1.6% .0% .0% .0% .0% .0% 1.6% .0% .0% 15-17 54.4% 6.2% 5.7% 4.1% 3.0% 2.1% 1.1% .7% 1.4% .9% .7% .9% .5% .7% .5% .7% .9% .5% .2% .5% .7% .5% .7% .0% www.labelnetworks.com 18-20 54.3% 6.0% 4.8% 4.8% 3.8% 3.0% 2.3% 1.5% 1.5% .8% 1.3% .5% .5% 1.0% .8% .5% .3% .5% .5% .3% .3% .3% .3% .5% 21-24 58.2% 6.0% 3.8% .0% 2.2% 2.7% 1.6% 3.8% 1.1% 1.1% .0% 1.1% 1.1% .0% .5% .0% .5% .5% 1.1% 1.1% .5% .5% .5% 1.1% Sims Sessions Dragon Atomic Zumiez West Beach Technine Salomon Ripzone Powder Room Palmer PacSun Option O'Neil Nixon Liquid Lamar Jeenyus Flow Evol Etnies Electric Arson Arbor 686 1.6% .0% .0% .0% .0% .0% .0% .0% .0% 1.6% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .5% .0% .5% .2% .2% .5% .0% .0% .0% .2% .5% .0% .2% .0% .0% .2% .5% .2% .5% .2% .2% .2% .2% .0% .2% SIA Stage One: What We Know Report 2014 .0% .3% .0% .3% .3% .0% .3% .3% .3% .0% .0% .5% .0% .5% .3% .3% .0% .3% .0% .3% .3% .3% .3% .3% .3% .0% 1.1% .5% .5% .0% .0% .5% .5% .5% .0% .0% .0% .5% .0% .5% .0% .0% .0% .0% .0% .0% .0% .0% .5% .0% 112 2006: What snowboard equipment or apparel brands are you like the most if any? Zoozner West 49 Venue Transnine Titan Thorn The Firm Swatch Sun & Ski Sports Special Blend Source Sound Waves Sneau Skip Santa Monica Santa Cruz Rusty Playboy Northwave Nollie No Fear Nike NFA Never Summer M3 .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% 1.6% .0% .0% .0% .0% .0% .0% .0% www.labelnetworks.com .0% .0% .0% .0% .2% .0% .0% .2% .0% .2% .2% .0% .2% .2% .2% .2% .2% .0% .0% .2% .0% .0% .0% .0% .2% .0% .3% .3% .0% .0% .3% .3% .0% .3% .0% .0% .3% .0% .0% .0% .0% .0% .0% .0% .0% .0% .3% .0% .3% .0% .5% .0% .0% .5% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .5% .0% .5% .0% .5% .0% .0% Lowe Alpine Lost Libtech Joyride Iris Horny Toad Helly Hansen Goretex Gnu Giro Girl Boards Fusion Formula Firefly Elevation Dog Funk DaKine Cronus Circa Bulla Blind Black Diamond Beater Baker Avalanche .0% 1.6% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .2% .0% .2% .2% .2% .0% .0% .2% .2% .2% .0% .0% .0% .0% .2% .2% .2% .2% .0% .0% .2% .0% SIA Stage One: What We Know Report 2014 .3% .0% .0% .0% .3% .0% .0% .0% .3% .3% .0% .0% .0% .0% .3% .0% .3% .0% .0% .0% .0% .3% .3% .0% .3% .0% .0% .5% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .5% .0% .5% .0% .0% .0% .0% .0% .0% .0% .0% .0% 113 2006: What snowboard equipment or apparel brand do you like the most if any? 0% 10% 20% 30% 40% Burton 58.1% 54.4% Roxy 4.8% 6.2% Volcom 8.1% Quiksilver 6.5% Forum 3.2% 3.0% Vans 3.2% 2.1% DC 1.6% 1.1% K20.0% 0.7% 1.5% World Industries0.0% 1.4% Element 1.6% Spy0.0% 0.7% Hurley0.0% 0.9% Oakley 1.6% North Face0.0% 0.7% Ride0.0% 0.5% Fox 1.6% Bonfire0.0% 0.9% Spyder0.0% 0.5% Rossignol0.0% 0.2% 0.5% Grenade0.0% 0.5% 0.3% 13-14 www.labelnetworks.com 15-17 50% 60% 70% 54.3% 6.0% 5.7% 4.8% 4.1% 80% 90% 58.2% 6.0% 3.8% 4.8% 2.2% 2.7% 1.6% 3.8% 3.0% 2.3% 3.8% 1.5% 1.1% 0.9% 0.8% 1.1% 1.3% 0.5% 1.1% 0.5% 0.5% 1.1% 1.0% 0.8% 0.5% 0.7% 0.5% 0.3% 0.5% 0.5% 0.5% 1.1% 1.1% 18-20 100% 0.0% 0.0% 0.0% 0.0% 21-24 SIA Stage One: What We Know Report 2014 114 2008: What snowboard equipment or apparel brand do you like the most if any? Burton Roxy Volcom Hurley Billabong DC Element Quiksilver Vans Forum K2 The North Face Grenade Oakley Rome Ride Fox Racing O'Neill Spy Zumiez 49.8 7.9 5.4 4.1 2.7 2.6 2.4 2.2 2.0 1.3 1.2 1.2 1.1 1.0 .9 .8 .8 .6 .5 .5 www.labelnetworks.com Bonfire Dragon Lamar Empyre Salomon Liquid Iono Nitro Head Von Zipper Columbia Flow Flip Exit 686 Electric Visal NFA Dakine Circa Betty Rides .5 .4 .4 .4 .4 .4 .3 .3 .3 .3 .3 .2 .2 .2 .2 .2 .2 .2 .2 .2 Powder Room Rossignol Planet Earth Plan B Lost M3 Nikita Nixon No Fear No Summer Ocean Pacific Orage Pac Sun Palmer Santa Cruz Scott Famous Stars and Straps Etnies Enjoi SIA Stage One: What We Know Report 2014 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 115 2008: What snowboard equipment or apparel brand do you like the most if any? Emerica Dynastar Dub Division 23 CCS Capita Brixton Alpine Star Alibi Fifty One Fifty Firefly Four Square Special Blend Split Spyder Theory Thirty Two World Industries www.labelnetworks.com .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 .1 Zero Zoo York Indigo Hellside Gravis GNU Jeenyus .1 .1 .1 .1 .1 .1 .1 SIA Stage One: What We Know Report 2014 116 2008: What snowboard equipment or apparel brand do you like the most if any? Burton Roxy Volcom Hurley Billabong DC Element Quiksilver Vans Forum The North Face K2 Grenade Oakley Rome Ride Fox Racing O'Neill Zumiez Spy Bonfire Salomon Male 50.2% .0% 4.4% 3.2% 2.8% 5.6% 3.2% 3.2% 2.0% 2.8% .0% 1.6% 1.6% .8% 2.0% .8% .8% .0% .4% 1.2% .4% .0% Female 49.7% 10.8% 5.8% 4.4% 2.7% 1.5% 2.1% 1.8% 2.1% .7% 1.6% 1.0% .9% 1.0% .4% .7% .7% .9% .6% .3% .6% .6% www.labelnetworks.com Liquid Lamar Empyre Dragon Von Zipper Nitro Iono Head Columbia NFA Flow Flip Exit Electric Visal Dakine Circa Betty Rides 686 Zoo York Zero World Industries Thirty Two Theory .8% .4% .4% .4% .4% .4% .0% .0% .8% .0% .4% .4% .0% .4% .4% .0% .0% .0% .0% .4% .0% .0% .0% .3% .4% .4% .4% .3% .3% .4% .4% .1% .3% .1% .1% .3% .1% .1% .3% .3% .3% .1% .0% .1% .1% .1% SIA Stage One: What We Know Report 2014 117 2008: What snowboard equipment or apparel brand do you like the most if any? Spyder Split Special Blend Scott Santa Cruz Rossignol Powder Room Planet Earth Plan B Palmer Pac Sun Orage Ocean Pacific No Summer No Fear Nixon Nikita M3 Lost Jeenyus Indigo Hellside .0% .0% .0% .4% .4% .0% .0% .4% .4% .4% .0% .4% .0% .0% .0% .0% .0% .4% .0% .4% .4% .4% www.labelnetworks.com .1% .1% .1% .0% .0% .1% .1% .0% .0% .0% .1% .0% .1% .1% .1% .1% .1% .0% .1% .0% .0% .0% Gravis GNU Four Square Firefly Fifty One Fifty Famous Stars and Straps Etnies Enjoi Emerica Dynastar Dub Division 23 CCS Capita Brixton Alpine Star Alibi .0% .4% .4% .0% .0% .1% .0% .0% .1% .1% .4% .0% .0% .4% .4% .0% .4% .0% .0% .4% .4% .4% .0% .1% .0% .0% .1% .0% .1% .1% .0% .0% .0% .1% SIA Stage One: What We Know Report 2014 118 2008: What snowboard equipment or apparel brand do you like the most if any? Burton Roxy Volcom Hurley Billabong DC Element Quiksilver Vans Forum The North Face K2 Grenade Oakley Rome Ride Fox Racing O'Neill Zumiez Spy Bonfire Salomon 13-14 48.8% 5.8% 4.7% 5.8% .0% .0% 1.2% 2.3% 4.7% 1.2% 1.2% .0% 1.2% .0% .0% 1.2% 1.2% 1.2% 1.2% .0% 1.2% .0% 15-17 50.0% 8.4% 4.9% 2.7% 3.8% 3.1% 4.0% 2.0% 2.0% .4% 1.8% .7% 1.1% .9% 1.1% .7% .9% .4% .9% .4% .4% .4% www.labelnetworks.com 18-20 49.5% 9.0% 6.8% 5.7% 2.2% 1.8% .7% 2.2% 1.8% 1.8% .4% 1.4% .7% 1.8% 1.1% 1.1% .7% 1.1% .0% .4% .4% .4% 21-25 50.9% 4.5% 4.5% 4.5% 1.8% 4.5% .9% 2.7% .9% 3.6% .9% 3.6% 1.8% .0% .0% .0% .0% .0% .0% 1.8% .9% .9% Liquid Lamar Empyre Dragon Von Zipper Nitro Iono Head Columbia NFA Flow Flip Exit Electric Visal Dakine Circa Betty Rides 686 Zoo York Zero World Industries Thirty Two Theory 1.2% .0% 2.3% .0% .0% .0% 3.5% .0% 1.2% .0% 1.2% .0% .0% .0% .0% .0% 1.2% .0% .0% 1.2% .0% .0% .0% .7% .2% .4% .2% .2% .4% .0% .2% .0% .2% .2% .4% .4% .2% .2% .4% .2% .4% .2% .0% .0% .2% .2% SIA Stage One: What We Know Report 2014 .0% 1.1% .0% .7% .7% .4% .0% .4% .4% .4% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .9% .0% .0% .0% .9% .9% .0% .0% .0% .0% .9% .9% .0% .0% .0% .0% .0% .9% .0% .0% 119 2008: What snowboard equipment or apparel brand do you like the most if any? Spyder Split Special Blend Scott Santa Cruz Rossignol Powder Room Planet Earth Plan B Palmer Pac Sun Orage Ocean Pacific No Summer No Fear Nixon Nikita M3 Lost Jeenyus Indigo Hellside .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% 1.2% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% www.labelnetworks.com .2% .2% .0% .0% .0% .2% .0% .2% .2% .0% .0% .0% .0% .0% .0% .2% .2% .0% .0% .0% .0% .0% .0% .0% .4% .4% .4% .0% .4% .0% .0% .4% .0% .4% .4% .4% .4% .0% .0% .0% .0% .4% .0% .4% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .9% .9% .0% .9% .0% Gravis GNU Four Square Firefly Fifty One Fifty Famous Stars and Straps Etnies Enjoi Emerica Dynastar Dub Division 23 CCS Capita Brixton Alpine Star Alibi .0% .0% .0% .0% .0% .0% .2% .2% .2% .2% .4% .0% .0% .0% .0% .0% .0% .0% .0% .0% 1.2% .0% .0% .0% 1.2% .0% .0% 1.2% .0% .0% 1.2% .0% .0% .0% .0% .0% .0% .0% .0% .0% .2% .0% .0% .0% .0% .2% .0% .0% .0% .0% .0% .0% .0% .4% .0% .4% .0% .0% .9% .9% .0% .9% .0% .0% .0% .9% .0% .0% SIA Stage One: What We Know Report 2014 120 2014: What snowboard equipment or apparel brand do you like the most if any? Burton DC Neff Fox Racing Vans Volcom Roxy The North Face Oakley Hurley Zumiez Element Billabong K2 Shaun White Nike Quiksliver Never Summer Forum Ride 28.2% 8.0% 6.8% 5.5% 5.0% 3.9% 3.3% 3.2% 2.6% 2.6% 2.3% 2.0% 1.9% 1.8% 1.6% 1.3% 1.2% .7% .7% .7% www.labelnetworks.com Under Armour Dakine Spyder Adidas GNU Grenade Dogfunk Spy Alpine O'Neill Arbor Lib Tech 686 Columbia Alpinestars Rossignol Enjoi Tilly's Nitro Monster Energy .7% .7% .6% .6% .5% .5% .4% .4% .4% .4% .4% .3% .3% .3% .3% .3% .3% .2% .2% .2% Empyre Obey Skull Candy Salomon Head Metal mulisha Dragon Diamond Supply Co. DGK Yamaha Tony Hawk Scott Santa Cruz Rome Lamar Flow Capita Thrasher Sims SIA Stage One: What We Know Report 2014 .2% .2% .2% .2% .2% .2% .2% .2% .2% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% 121 2014: What snowboard equipment or apparel brand do you like the most if any? Sector 9 Girl Evo Baker Atomic West 49 Firefly Dicks Sporting Goods Aperture 5150 Zero Xposure RVCA Rockstar Energy Red Bull proboardshop.com Plan B GoPro Etnies Dye .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% www.labelnetworks.com CCS Analog Thirty Two The House Tactics Spitfire REI PAC Sun Or Nikita DVS Arctic Cat Alien Workshop World Industries Triple 8 Thor SportsChek Sports Authority Smith Rip Curl .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% Pickle Patagonia Morrow Martini Liquid Krew Helly Hansen Grizzly Foursquare Ethika Death wish ZooYork Tech Nine Styx Saga Quiksilver Polar Peak Olympia Nautica SIA Stage One: What We Know Report 2014 .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .0% .0% .0% .0% .0% .0% .0% .0% .0% 122 2014: What snowboard equipment or apparel brand do you like the most if any? LRG Line Impact Clothing Hawk Globe Everlast Brixton Brighton Body Glove Bauer Arnette Almost Alibi YES snowboards Switch Swiss gear Sweden Fader Supreme Supra Sun and Skis .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% www.labelnetworks.com Sub Zero Stussy Stero Vynil StepChild Stay Lifted Sports Chalet Shawn Palmer Salamon Rossingol Powder Room Option Onze Ogio Northwest Snowboard Nordica Nomis Nomad Noille Mini Logo .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% Millennium Marker M3 LL Bean Kemper Katana Huff Hooligan Holden Habitat Ground Zero GoodWood Go For Broke Freeze Force Industries Flux Eternal Snow ESP Emerica SIA Stage One: What We Know Report 2014 .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% 123 2014: What snowboard equipment or apparel brand do you like the most if any? Ride Forum Nev er Summer Quiksliv er Nike Shaun White K2 Billabong Element Zumiez Hurley Oakley The North Face Roxy Volcom Vans Fox Racing Nef f DC Burton 5.0% www.labelnetworks.com 10.0% 15.0% 20.0% 25.0% SIA Stage One: What We Know Report 2014 124 2014: What snowboard equipment or apparel brand do you like the most if any? Burton DC Neff Fox Racing Vans Volcom Roxy The North Face Oakley Hurley Zumiez Element Billabong K2 Shaun White Nike Quiksliver Never Summer Forum Ride Under Armour Dakine Male Female 35.2% 25.0% 6.2% 8.8% 5.8% 7.3% 6.0% 5.3% 2.7% 6.1% 3.2% 4.2% .4% 4.5% 1.6% 3.9% 3.5% 2.2% 2.1% 2.8% 1.1% 2.9% 2.0% 2.0% 1.4% 2.2% 2.1% 1.7% 1.3% 1.8% .9% 1.5% 1.4% 1.1% .8% .7% 1.4% .4% 1.1% .5% .4% .8% .7% .6% www.labelnetworks.com Spyder Adidas GNU Grenade Dogfunk Spy Alpine O'Neill Arbor Lib Tech 686 Columbia Alpinestars Rossignol Enjoi Tilly's Nitro Monster Energy Empyre Obey Skull Candy Salomon Head .5% .5% .3% .9% .2% .8% .8% .3% .5% .4% .6% .0% .8% .2% .2% .1% .2% .2% .1% .1% .1% .2% .3% .6% .6% .6% .3% .6% .2% .2% .4% .3% .3% .2% .5% .1% .4% .3% .3% .3% .3% .3% .3% .2% .2% .1% Metal mulisha Dragon Diamond Supply Co. DGK Yamaha Tony Hawk Scott Santa Cruz Rome Lamar Flow Capita Thrasher Sims Sector 9 Girl Evo Baker Atomic West 49 Firefly Dicks Sporting Goods SIA Stage One: What We Know Report 2014 .3% .5% .1% .2% .3% .2% .3% .2% .3% .4% .3% .1% .1% .1% .2% .1% .0% .3% .2% .1% .2% .1% .0% .2% .1% .1% .1% .1% .1% .1% .0% .1% .2% .2% .1% .1% .2% .2% .1% .1% .1% .1% .0% .2% 125 2014: What snowboard equipment or apparel brand do you like the most if any? Aperture 5150 Zero Xposure RVCA Rockstar Energy Red Bull proboardshop.com Plan B GoPro Etnies Dye CCS Analog Thirty Two The House Tactics Spitfire REI PAC Sun Or Nikita DVS Arctic Cat .1% .2% .1% .2% .2% .2% .1% .0% .0% .0% .3% .1% .2% .1% .1% .0% .2% .0% .0% .0% .0% .2% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .0% .1% .1% .1% .1% .1% .0% .1% .1% .1% .1% .0% .1% www.labelnetworks.com www.labelnetworks.com Alien Workshop World Industries Triple 8 Thor SportsChek Sports Authority Smith Rip Curl Pickle Patagonia Morrow Martini Liquid Krew Helly Hansen Grizzly Foursquare Ethika Death wish ZooYork Tech Nine Styx Saga .2% .1% .1% .1% .1% .1% .1% .1% .1% .0% .0% .0% .1% .1% .0% .1% .1% .0% .1% .1% .1% .0% .0% .0% .0% .0% .0% .1% .1% .1% .0% .0% .1% .1% .1% .0% .0% .1% .0% .0% .1% .1% .0% .0% .1% .1% Quiksilver Polar Peak Olympia Nautica LRG Line Impact Clothing Hawk Globe Everlast Brixton Brighton Body Glove Bauer Arnette Almost Alibi YES snowboards Switch Swiss gear Sweden Fader Supreme SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 .1% .1% .1% .1% .0% .1% .1% .0% .1% .1% .1% .1% .1% .1% .1% .1% .1% .1% .0% .1% .1% .0% .0% .0% .0% .0% .0% .1% .0% .0% .1% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% 126 2014: What snowboard equipment or apparel brand do you like the most if any? Supra Sun and Skis Sub Zero Stussy Stero Vynil StepChild Stay Lifted Sports Chalet Shawn Palmer Salamon Rossingol Powder Room Option Onze Ogio Northwest Snowboard Nordica Nomis Nomad Noille Mini Logo Millennium .1% .0% .0% .1% .1% .0% .0% .0% .1% .1% .0% .0% .1% .0% .1% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .1% .0% .0% .1% .1% .0% .0% .1% .0% .0% .0% .0% .0% .0% www.labelnetworks.com www.labelnetworks.com Marker M3 LL Bean Kemper Katana Huff Hooligan Holden Habitat Ground Zero GoodWood Go For Broke Freeze Force Industries Flux Eternal Snow ESP Emerica .1% .0% .0% .1% .0% .0% .0% .1% .0% .0% .1% .0% .0% .0% .0% .0% .1% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 127 2014: What snowboard equipment or apparel brand do you like the most if any? 30.0% 20.0% Burton The North Face Shaun White DC Neff Oakley Hurley Nike Quiksliver Fox Racing Vans Volcom Zumiez Element Billabong Never Summer Forum Ride Roxy K2 10.0% 0.0% Gender: Male www.labelnetworks.com Gender: Female SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 128 2014: What snowboard equipment or apparel brand do you like the most if any? Burton DC Neff Fox Racing Vans Volcom Roxy The North Face Oakley Hurley Zumiez Element Billabong K2 Shaun White Nike Quiksliver Never Summer Forum Ride Under Armour Dakine 13-14 19.7% 9.6% 9.9% 4.4% 6.1% 2.7% 2.0% 6.1% 2.2% 1.0% 3.5% 1.7% 1.5% 1.2% 2.5% 3.9% .2% .7% .5% .7% 2.4% .2% 15-17 23.7% 7.9% 9.0% 5.9% 4.0% 3.3% 3.7% 4.4% 2.3% 2.5% 2.8% 1.8% 1.6% 1.9% 2.5% 1.7% 1.3% .7% .5% .8% .7% .6% www.labelnetworks.com www.labelnetworks.com 18-20 29.1% 7.3% 5.9% 6.2% 7.2% 4.9% 3.6% 2.0% 3.0% 2.6% 2.0% 2.0% 2.1% 2.0% 1.2% .7% 1.4% .5% .5% .4% .5% .6% 21-25 38.0% 8.3% 3.4% 4.2% 2.8% 3.8% 2.6% 1.8% 2.5% 3.4% 1.4% 2.5% 2.5% 1.8% .6% .3% 1.2% 1.2% 1.6% 1.1% .1% 1.0% Spyder Adidas GNU Grenade Dogfunk Spy Alpine O'Neill Arbor Lib Tech 686 Columbia Alpinestars Rossignol Enjoi Tilly's Nitro Monster Energy Empyre Obey Skull Candy Salomon Head .3% 1.2% .5% .2% .8% .0% .8% .7% .3% .3% .0% .3% .0% .0% .2% .3% .2% .3% .3% .2% .3% .3% .0% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 .9% .7% .6% .3% .7% .4% .1% .3% .5% .4% .2% .3% .3% .4% .3% .4% .2% .5% .3% .3% .3% .3% .1% .5% .6% .4% .5% .1% .3% .5% .4% .4% .3% .5% .3% .3% .3% .4% .2% .3% .0% .3% .2% .1% .2% .3% .3% .1% .6% .8% .4% .7% .5% .5% .2% .3% .6% .4% .6% .3% .2% .1% .2% .2% .1% .2% .1% .0% .2% 129 2014: What snowboard equipment or apparel brand do you like the most if any? Metal mulisha Dragon Diamond Supply Co. DGK Yamaha Tony Hawk Scott Santa Cruz Rome Lamar Flow Capita Thrasher Sims Sector 9 Girl Evo Baker Atomic West 49 Firefly Dicks Sporting Goods Aperture .0% .0% .3% .7% .7% .3% .0% .7% .0% .3% .2% .2% .2% .5% .2% .0% .2% .0% .2% .0% .2% .2% .0% www.labelnetworks.com www.labelnetworks.com .0% .1% .3% .2% .1% .1% .2% .1% .3% .0% .1% .1% .1% .1% .2% .1% .3% .1% .0% .2% .2% .3% .2% .2% .0% .1% .1% .2% .2% .2% .1% .2% .1% .3% .2% .2% .1% .1% .2% .1% .1% .2% .1% .1% .0% .1% .5% .6% .0% .1% .0% .1% .0% .1% .0% .3% .0% .1% .0% .0% .1% .1% .0% .2% .2% .1% .0% .0% .1% 5150 Zero Xposure RVCA Rockstar Energy Red Bull proboardshop.com Plan B GoPro Etnies Dye CCS Analog Thirty Two The House Tactics Spitfire REI PAC Sun Or Nikita DVS Arctic Cat Alien Workshop .0% .2% .0% .2% .2% .5% .3% .0% .2% .0% .0% .0% .0% .3% .2% .0% .2% .0% .0% .2% .0% .2% .0% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 .0% .2% .1% .1% .1% .1% .2% .1% .0% .1% .1% .1% .1% .0% .1% .2% .1% .1% .0% .1% .1% .2% .2% .2% .0% .2% .0% .0% .1% .0% .2% .1% .2% .1% .1% .2% .1% .1% .1% .1% .1% .2% .0% .1% .0% .0% .2% .0% .0% .2% .2% .0% .0% .0% .2% .1% .2% .2% .0% .0% .1% .0% .0% .1% .0% .2% .2% .0% .1% 130 2014: What snowboard equipment or apparel brand do you like the most if any? World Industries Triple 8 Thor SportsChek Sports Authority Smith Rip Curl Pickle Patagonia Morrow Martini Liquid Krew Helly Hansen Grizzly Foursquare Ethika Death wish ZooYork Tech Nine Styx Saga Quiksilver .0% .0% .0% .0% .3% .0% .2% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .2% .0% .0% .0% .0% www.labelnetworks.com www.labelnetworks.com .1% .1% .1% .2% .0% .0% .1% .1% .1% .1% .1% .1% .2% .0% .2% .1% .2% .1% .1% .1% .1% .1% .0% .1% .1% .0% .0% .1% .1% .0% .1% .1% .1% .1% .1% .0% .1% .0% .0% .0% .1% .0% .1% .1% .0% .1% .1% .1% .1% .0% .0% .1% .1% .0% .0% .1% .0% .1% .0% .1% .0% .1% .0% .0% .0% .0% .0% .0% .0% Polar Peak Olympia Nautica LRG Line Impact Clothing Hawk Globe Everlast Brixton Brighton Body Glove Bauer Arnette Almost Alibi YES snowboards Switch Swiss gear Sweden Fader Supreme Supra .2% .0% .2% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .3% .0% .0% .2% .0% .0% .0% .0% .0% .0% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 .1% .0% .1% .0% .0% .1% .1% .1% .1% .0% .0% .0% .1% .0% .1% .0% .1% .0% .0% .1% .1% .1% .0% .0% .1% .0% .1% .1% .1% .0% .0% .1% .1% .1% .1% .1% .0% .0% .1% .0% .1% .1% .0% .0% .0% .1% .0% .1% .0% .0% .1% .0% .0% .0% .0% .0% .0% .1% .0% .0% .1% .1% .0% .0% .0% .0% .0% .0% .0% 131 2014: What snowboard equipment or apparel brand do you like the most if any? Sun and Skis Sub Zero Stussy Stero Vynil StepChild Stay Lifted Sports Chalet Shawn Palmer Salamon Rossingol Powder Room Option Onze Ogio Northwest Snowboard Nordica Nomis Nomad Noille Mini Logo Millennium Marker M3 .0% .2% .0% .2% .0% .2% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% www.labelnetworks.com www.labelnetworks.com .1% .0% .1% .0% .0% .0% .1% .0% .0% .1% .0% .0% .1% .0% .0% .0% .1% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .1% .0% .1% .0% .0% .0% .0% .1% .0% .1% .1% .0% .1% .1% .1% .0% .0% .0% .0% .1% .0% .0% .1% .0% .0% .0% .1% .0% .1% .1% .0% .0% .0% .0% .1% .0% .0% .0% LL Bean Kemper Katana Huff Hooligan Holden Habitat Ground Zero GoodWood Go For Broke Freeze Force Industries Flux Eternal Snow ESP Emerica .0% .0% .0% .0% .0% .0% .0% .0% .0% .2% .2% .0% .0% .0% .0% .0% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 .1% .0% .1% .1% .1% .0% .1% .1% .1% .0% .0% .0% .0% .1% .0% .1% .0% .1% .0% .0% .0% .0% .0% .0% .0% .0% .0% .0% .1% .0% .1% .0% .0% .0% .0% .0% .0% .1% .0% .0% .0% .0% .0% .1% .0% .0% .0% .0% 132 2014: What snowboard equipment or apparel brand do you like the most if any? 30.0% Burton The North Face Shaun White DC Neff Fox Racing Oakley Hurley Zumiez Nike Quiksliver Never Summer Vans Volcom Element Billabong Forum Ride Roxy K2 20.0% 10.0% 0.0% 13-14 15-17 www.labelnetworks.com 18-20 21-25 SIA Stage One: What We Know Report 2014 133 2006: What would make it easier for you to buy snowboarding or skiing equipment and apparel? If the gear was less 36.6% expensive If I knew what to buy 29.8% If there was a store near me that carried 27.1% snowboarding gear If I had someone to 4.8% go with me If I could get it off 1.6% the Internet www.labelnetworks.com If the gear was less expensive 1% 5% If I knew what to buy 37% 27% If there was a store near me that carried snowboarding gear If I had someone to go with me 30% If I could get it off the Internet SIA Stage One: What We Know Report 2014 134 2006: What would make it easier for you to buy snowboarding or skiing equipment and apparel? Female If the gear was less expensive If I knew what to buy If there was a store near me that carried snowboarding gear If I had someone to go with me If I could get it off the Internet www.labelnetworks.com Male 35.6% 39.1% 32.2% 24.2% 25.9% 30.0% SIA Stage One: What We Know Report 2014 5.0% 4.4% 1.3% 2.3% 135 2006: What would make it easier for you to buy snowboarding or skiing equipment and apparel? 13-14 15-17 If the gear was less expensive If I knew what to buy If there was a store near me that carried snowboarding gear If I had someone to go with me If I could get it off the Internet www.labelnetworks.com 18-20 21-24 31.8% 34.4% 38.9% 38.5% 30.9% 31.2% 27.9% 30.3% 29.4% 28.0% 26.6% 25.4% 6.4% 4.6% 4.9% 4.7% 1.5% 1.7% 1.7% 1.1% SIA Stage One: What We Know Report 2014 136 2008: What would make it easier for you to buy snowboarding or skiing equipment and apparel? If the gear was less 45.5% expensive If I knew what to 21.1% buy If there was a store near me that 20.2% carried snowboarding gear If I had someone 8.5% help me buy it If I could buy it 4.7% online www.labelnetworks.com If the gear was less expensive 9% 5% If I knew what to buy 45% 20% If there was a store near me that carried snowboarding gear If I had someone help me buy it 21% If I could buy it online SIA Stage One: What We Know Report 2014 137 2008: What would make it easier for you to buy snowboarding or skiing equipment and apparel? If the gear w as less expensive If I knew w hat to buy If there w as a store near me that carried snow boarding gear 40.0% If I had someone help me buy it If I could buy it online 30.0% 20.0% 10.0% Male www.labelnetworks.com Female If the gear was less expensive If I knew what to buy If there was a store near me that carried snowboarding gear If I had someone help me buy it If I could buy it online Male Female 47.0% 45.1% 16.2% 22.6% 19.7% 20.4% 7.1% 9.0% 10.0% 3.0% SIA Stage One: What We Know Report 2014 138 2008: What would make it easier for you to buy snowboarding or skiing equipment and apparel? If the gear was less expensive If I knew what to buy If there was a store near me that carried snowboarding gear If I had someone help me buy it If I could buy it online www.labelnetworks.com 13-14 15-17 18-20 21-25 34.1% 44.2% 50.3% 54.0% 25.3% 21.7% 19.3% 17.0% 21.2% 21.4% 18.4% 17.9% 8.8% 8.5% 8.0% 9.3% 10.5% 4.1% 4.1% 1.8% SIA Stage One: What We Know Report 2014 139 2008: What would make it easier for you to buy snowboarding or skiing equipment and apparel? If the gear w as less expensive 50.0% If I knew w hat to buy If there w as a store near me that carried snow boarding gear If I had someone help me buy it If I could buy it online 40.0% 30.0% 20.0% 10.0% 13-14 15-17 www.labelnetworks.com 18-20 21-25 SIA Stage One: What We Know Report 2014 140 2014: What would make it easier for you to buy snowboarding or skiing equipment and apparel? If the gear was less expensive If I knew what to buy If three was a store near me that carried snowboard/ski gear If I had someone to help me buy it If I could buy it online www.labelnetworks.com 43.1% If the gear was less expensive 1% 5% 37.9% If I knew what to buy 13% 43% 12.3% 38% 5.3% If three was a store near me that carried snowboard/ski gear If I had someone to help me buy it If I could buy it online 1.3% SIA Stage One: What We Know Report 2014 141 2014: What would make it easier for you to buy snowboarding or skiing equipment and apparel? 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% www.labelnetworks.com Male Female If the gear was less expensive If I knew what to buy If three was a store near me that carried snowboard/ski gear If I had someone to help me buy it If I could buy it online Male Female 39.2% 45.9% 40.5% 36.0% 14.1% 11.0% 4.6% 5.8% 1.5% 1.2% SIA Stage One: What We Know Report 2014 142 2014: What would make it easier for you to buy snowboarding or skiing equipment and apparel? If the gear was less expensive If I knew what to buy If three was a store near me that carried snowboard/ski gear If I had someone to help me buy it If I could buy it online www.labelnetworks.com 13-14 15-17 18-20 21-25 31.2% 43.2% 46.6% 45.1% 48.0% 38.3% 33.7% 37.4% 15.0% 12.3% 11.8% 11.3% 4.8% 4.9% 5.8% 5.5% 1.0% 1.2% 2.1% .7% SIA Stage One: What We Know Report 2014 143 2014: What would make it easier for you to buy snowboarding or skiing equipment and apparel? 60.0% 50.0% 40.0% 13-14 30.0% 15-17 18-20 20.0% 21-25 10.0% 0.0% If the gear was less expensive If I knew what to buy www.labelnetworks.com If three was a store near me that carried snowboard/ski gear If I had someone to help me buy it If I could buy it online SIA Stage One: What We Know Report 2014 144 2006: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Too expensive Not sure how to get started Other Can’t get to resorts Don’t have the gear Looks too hard It’s too cold Don’t want to get made fun of while learning Parents won’t let me Don’t have the clothing www.labelnetworks.com 27.7% 19.8% No resorts near me 15.7% 13.4% 7.7% 4.4% 4.2% 3.7% 2.3% 5% 4% 4% Too expensive 29% 8% Not sure how to get started Other 14% 16% 20% .7% Can’t get to resorts Don’t have the gear Looks too hard .2% SIA Stage One: What We Know Report 2014 145 2006: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Too expensive Not sure how to get started Other Can’t get to resorts Don’t have the gear Looks too hard It’s too cold Don’t want to get made fun of while learning Parents won’t let me Don’t have the clothing www.labelnetworks.com SIA Stage One: What We Know Report 2014 Female Male 27.0% 29.5% 17.8% 24.7% 18.2% 9.5% 12.4% 15.9% 7.5% 8.0% 4.3% 4.5% 4.8% 2.9% 4.1% 2.8% 2.6% 1.7% 1.0% .2% .2% .2% 146 2006: Do you currently snowboard or ski, if not what is the main reason you have not started? 13-14 15-17 18-20 21-24 No resorts near me 28.7% 29.5% 27.4% 24.5% Too expensive 13.8% 16.8% 22.4% 23.2% Not sure how to get started 20.2% 17.3% 15.0% 12.4% Other Can’t get to resorts 14.1% 9.5% 11.6% 10.1% 13.4% 6.2% 17.1% 4.9% Don’t have the gear Looks too hard It’s too cold 3.1% 4.0% 1.8% 4.1% 4.0% 3.2% 5.1% 4.1% 4.0% 4.0% 5.1% 5.0% Don’t want to get made fun of while learning 2.1% 2.2% 1.9% 3.4% Parents won’t let me 2.4% 1.1% .4% .1% .3% .2% .2% .3% Don’t have the clothing www.labelnetworks.com SIA Stage One: What We Know Report 2014 147 2006: Do you currently snowboard or ski, if not what is the main reason you have not started? 0% No resorts near me Too expensive 10% Looks too hard It’s too cold Don’t want to get made fun of while learning 50% 17.3% 14.1% 10.1% 4.1% 4.0% 4.0% 2.1% 6.2% 0.3% 13-14 15-17 5.1% 5.0% 1.9% 3.4% 1.1% 0.2% 18-20 4.9% 4.0% 4.0% 2.4% Don’t have the clothing 12.4% 17.1% 4.1% 2.2% 100% 23.2% 5.1% 3.2% 90% 24.5% 13.4% 9.5% 80% 15.0% 11.6% 3.1% 70% 22.4% 20.2% 1.8% 60% 27.4% 16.8% Parents won’t let me www.labelnetworks.com 40% 29.5% 13.8% Can’t get to resorts Don’t have the gear 30% 28.7% Not sure how to get started Other 20% 0.2% 0.4%0.1% 0.3% 21-24 SIA Stage One: What We Know Report 2014 148 2008: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Other Not sure how to get started Too expensive Do not have the gear/clothing I do not have anyone to go with Parents will not let me Do not want to get made fun of while learning www.labelnetworks.com 33.3% 16.1% 3% 15.7% 6.9% Other 7% 14.8% 8.2% No resorts near me 8% 34% Too expensive 15% Do not have the gear/clothing 2.9% 16% 2.1% Not sure how to get started 17% I do not have anyone to go with Parents will not let me SIA Stage One: What We Know Report 2014 149 2008: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Other Not sure how to get started 30.0% Too expensive Do not have the gear/clothing I do not have anyone to go w ith 20.0% Parents w ill not let me Do not want to get made fun of w hile learning 10.0% No resorts near me Other Not sure how to get started 0.0% Male Female Too expensive Do not have the gear/clothing I do not have anyone to go with Parents will not let me Do not want to get made fun of while learning www.labelnetworks.com Male 34.5% 14.5% Female 33.0% 16.5% 10.9% 16.9% 16.9% 14.2% 10.3% 7.7% 7.5% 6.8% 4.0% 2.6% 1.4% 2.3% SIA Stage One: What We Know Report 2014 150 2008: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Other Not sure how to get started Too expensive Do not have the gear/clothing I do not have anyone to go with Parents will not let me Do not want to get made fun of while learning www.labelnetworks.com 13-14 34.2% 12.7% 16.4% 10.9% 15-17 34.8% 15.2% 16.6% 13.5% 18-20 32.0% 16.4% 15.2% 18.1% 21-25 28.7% 23.2% 11.8% 16.9% 10.3% 8.0% 8.2% 6.7% 7.6% 6.4% 7.2% 8.3% 5.8% 3.2% 1.5% 1.2% 2.1% 2.3% 1.4% 3.1% SIA Stage One: What We Know Report 2014 151 2008: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Other Not sure how to get started 30.0% Too expensive Do not have the gear/clothing I do not have anyone to go w ith Parents w ill not let me Do not want to get made fun of w hile learning 20.0% 10.0% 0.0% 13-14 15-17 www.labelnetworks.com 18-20 21-25 SIA Stage One: What We Know Report 2014 152 2014: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me 32.9% Too expensive 21.9% Not sure how to get 21.9% started Do not have the 9.5% gear/clothing I do not have 8.3% anyone to go with Parents will not let 2.6% me Other 1.4% Health Issues/Injures .7% No Time .5% It's too cold .2% www.labelnetworks.com www.labelnetworks.com 1% 1% 3% 0% No resorts near me 0% Too expensive 8% 33% 10% Not sure how to get started Do not have the gear/clothing I do not have anyone to go with 22% 22% Parents will not let me Other Health Issues/Injures SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 153 2014: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Too expensive Not sure how to get started Do not have the gear/clothing I do not have anyone to go with Parents will not let me Other Health Issues/Injures No Time It's too cold www.labelnetworks.com www.labelnetworks.com Male 39.1% 22.1% 17.4% 9.8% 7.9% 1.5% .9% .4% .5% .2% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 Female 28.8% 21.8% 24.8% 9.3% 8.6% 3.3% 1.7% .9% .5% .3% 154 2014: Do you currently snowboard or ski, if not what is the main reason you have not started? No resorts near me Too expensive Not sure how to get started Do not have the gear/clothing I do not have anyone to go with Parents will not let me Other Health Issues/Injures No Time It's too cold www.labelnetworks.com www.labelnetworks.com 13-14 33.2% 17.5% 15-17 34.1% 19.1% 18-20 32.5% 24.3% 21-25 31.7% 25.0% 25.5% 22.6% 21.1% 19.8% 6.5% 9.3% 10.5% 10.1% 7.4% 8.3% 7.6% 9.8% 7.7% 1.3% .7% .0% .1% 4.1% 1.1% .6% .3% .4% .7% 1.4% 1.0% .7% .2% .2% 1.9% .6% .8% .1% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 155 2014: Do you currently snowboard or ski, if not what is the main reason you have not started? 0% 10% 20% 17.5% Too expensive 19.1% 6.5% Do not have the gear/clothing 60% 70% 32.5% 22.6% 1.3% 21.1% Health Issues/Injures 0.7% 0.1% www.labelnetworks.com 9.8% 1.4% 1.9% 0.6% 0.8% 0.4% 15-17 0.7% 0.2% 1.0% 0.7% 13-14 10.1% 4.1% 0.6% 0.3% 19.8% 7.6% 1.1% 100% 25.0% 7.7% Other 90% 31.7% 10.5% 8.3% Parents will not let me 80% 24.3% 9.3% 7.4% I do not have anyone to go with 50% 34.1% 25.5% Not sure how to get started It's too cold 40% 33.2% No resorts near me No Time0.0% 30% 18-20 0.2% 0.1% 21-25 SIA Stage One: What We Know Report 2014 156 2006: Which would influence you most towards getting you to Snowboard? Easier and cheaper access to snowboarding 51.1% resorts If I had someone to go 17.4% with If it were easier to learn 7.2% If I was more athletic 7.0% If it wasn’t so cold 4.9% Cheaper lift tickets 4.7% If I could rent 3.8% snowboarding equipment If there were more people 3.6% like me snowboarding If I could rent .3% snowboarding clothing www.labelnetworks.com Female Male Easier and cheaper access to snowboarding resorts 48.6% 56.9% If I had someone to go with 18.8% 14.1% If it were easier to learn 7.5% 6.5% If I was more athletic 7.8% 5.1% If it wasn’t so cold Cheaper lift tickets If I could rent snowboarding equipment If there were more people like me snowboarding 5.5% 4.0% 3.4% 6.4% 4.0% 3.3% 3.3% 4.1% .4% .1% If I could rent snowboarding clothing SIA Stage One: What We Know Report 2014 157 2006: Which would influence you most towards getting you to Snowboard? 0% 4% Easier and cheaper access to snowboarding resorts 4% If I had someone to go with 5% 5% If it were easier to learn 7% If I was more athletic 51% 7% If it wasn’t so cold Cheaper lift tickets 17% If I could rent snowboarding equipment If there were more people like me snowboarding www.labelnetworks.com SIA Stage One: What We Know Report 2014 158 2006: Which would influence you most towards getting you to Snowboard? 13-14 15-17 18-20 21-24 Easier and cheaper access to snowboarding resorts 49.2% 51.4% 50.4% 52.1% If I had someone to go with 20.8% 18.4% 17.3% 14.5% If it were easier to learn If I was more athletic If it wasn’t so cold Cheaper lift tickets 8.3% 5.5% 3.7% 2.1% 7.3% 6.7% 4.0% 3.8% 6.9% 7.7% 5.4% 5.6% 7.4% 7.0% 6.2% 5.6% If I could rent snowboarding equipment 6.7% 4.2% 3.0% 3.5% If there were more people like me snowboarding 3.7% 3.7% 3.5% 3.4% .0% .5% .3% .3% If I could rent snowboarding clothing www.labelnetworks.com SIA Stage One: What We Know Report 2014 159 2006: Which would influence you most towards getting you to Snowboard? 60.0% 50.0% 40.0% 13-14 30.0% 15-17 18-20 20.0% 21-24 10.0% 0.0% Easier and If I had If it were If I was more If it wasn’t so Cheaper lift If I could rent If there were If I could rent cheaper someone to easier to learn athletic cold tickets snowboarding more people snowboarding access to go with equipment like me clothing snowboarding snowboarding resorts www.labelnetworks.com SIA Stage One: What We Know Report 2014 160 2008: Which would influence you most towards getting you to Snowboard? Easier and cheaper access to snowboarding resorts If I had someone to teach me If it were easier to learn If I had someone to go with Cheaper Equipment Cheaper lift tickets If there were more people like me snowboarding If I could rent equipment www.labelnetworks.com Male Female 35.4% 21.6% 12.9% 11.4% 9.6% 3.6% 3.3% Easier and cheaper access to snowboarding resorts If I had someone to teach me If it were easier to learn If I had someone to go with Cheaper Equipment Cheaper lift tickets If there were more people like me snowboarding If I could rent equipment 36.9% 35.0% 15.2% 23.4% 10.4% 13.6% 10.9% 11.5% 12.7% 5.8% 8.8% 3.0% 5.3% 2.7% 2.8% 2.0% 2.2% SIA Stage One: What We Know Report 2014 161 2008: Which would influence you most towards getting you to Snowboard? 2% 4% Easier and cheaper access to snowboarding resorts 3% If I had someone to teach me 10% 35% If it were easier to learn If I had someone to go with 11% Cheaper Equipment Cheaper lift tickets 13% If there were more people like me snowboarding 22% www.labelnetworks.com If I could rent equipment SIA Stage One: What We Know Report 2014 162 2008: Which would influence you most towards getting you to Snowboard? Easier and cheaper access to snow boarding resorts If I had someone to teach me If it w ere easier to learn If I had someone to go w ith 30.0% Cheaper Equipment Cheaper lift tickets If there w ere more people like me snow boarding If I could rent equipment 20.0% 10.0% 0.0% Male www.labelnetworks.com Female SIA Stage One: What We Know Report 2014 163 2008: Which would influence you most towards getting you to Snowboard? Easier and cheaper access to snowboarding resorts If I had someone to teach me If it were easier to learn If I had someone to go with Cheaper Equipment Cheaper lift tickets If there were more people like me snowboarding If I could rent equipment www.labelnetworks.com 13-14 15-17 18-20 21-25 28.6% 34.7% 39.6% 38.0% 19.0% 22.7% 21.2% 20.3% 16.5% 14.0% 10.4% 9.2% 15.3% 10.5% 9.9% 13.9% 8.5% 1.8% 9.7% 3.6% 10.0% 4.2% 10.1% 4.4% 6.4% 3.1% 2.0% 2.8% 3.9% 1.7% 2.6% 1.3% SIA Stage One: What We Know Report 2014 164 2008: Which would influence you most towards getting you to Snowboard? 40.0% Easier and cheaper access to snow boarding resorts If I had someone to teach me If it w ere easier to learn If I had someone to go w ith 30.0% Cheaper Equipment Cheaper lift tickets If there w ere more people like me snow boarding If I could rent equipment 20.0% 10.0% 13-14 15-17 www.labelnetworks.com 18-20 21-25 SIA Stage One: What We Know Report 2014 165 2014: Which would influence you most towards getting you to Snowboard? Easier and cheaper access to snowboarding resorts If I had someone to teach me Cheaper equipment If I had someone to go with If it were easier to learn If there were more people like me snowboarding Cheaper lift tickets If I could rent equipment www.labelnetworks.com 42.7% 27.2% 9.8% 9.2% 5.2% 3.1% 1.5% Easier and cheaper access to snowboarding resorts If I had someone to teach me Cheaper equipment If I had someone to go with If it were easier to learn If there were more people like me snowboarding Cheaper lift tickets If I could rent equipment Male Female 47.3% 39.7% 20.8% 31.4% 11.0% 9.1% 10.4% 8.4% 4.5% 5.6% 3.4% 2.9% 1.5% 1.6% 1.0% 1.2% 1.2% SIA Stage One: What We Know Report 2014 166 2014: Which would influence you most towards getting you to Snowboard? 2% 1% 5% Easier and cheaper access to snowboarding resorts 3% If I had someone to teach me 9% Cheaper equipment 43% 10% If I had someone to go with If it were easier to learn If there were more people like me snowboarding Cheaper lift tickets 27% www.labelnetworks.com If I could rent equipment SIA Stage One: What We Know Report 2014 167 2014: Which would influence you most towards getting you to Snowboard? Easier and cheaper access to snowboarding resorts If I had someone to teach me Cheaper equipment If I had someone to go with If it were easier to learn If there were more people like me snowboarding Cheaper lift tickets If I could rent equipment www.labelnetworks.com www.labelnetworks.com 13-14 15-17 18-20 21-25 39.2% 43.0% 43.9% 42.8% 33.1% 28.0% 24.6% 26.3% 6.0% 8.9% 10.9% 11.9% 7.8% 9.6% 8.9% 9.8% 7.2% 4.7% 6.2% 3.4% 5.3% 3.7% 2.3% 2.3% .6% .8% 1.0% 1.2% 1.9% 1.2% 2.3% 1.2% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 168 2014: Which would influence you most towards getting you to Snowboard? 50.0% 45.0% 40.0% 35.0% 30.0% 13-14 25.0% 15-17 20.0% 18-20 15.0% 21-25 10.0% 5.0% 0.0% Easier and If I had someone cheaper access to teach me to snowboarding resorts Cheaper equipment www.labelnetworks.com If I had someone If it were easier to go with to learn If there were more people like me snowboarding Cheaper lift tickets If I could rent equipment SIA Stage One: What We Know Report 2014 169 2006: If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? $30 $50+ $10 16.1% 15.8% 14.7% $30 16.8% 14.5% $50+ 16.9% 13.3% $20 $40 13.4% 11.3% $10 12.6% 19.9% $20 12.7% 15.2% $25 $35 $45 $15 10.9% 6.3% 5.8% 5.5% $40 12.1% $25 10.8% 11.2% www.labelnetworks.com Female Male 9.5% $35 6.4% 6.1% $45 6.6% 3.9% $15 5.1% 6.6% SIA Stage One: What We Know Report 2014 170 2006: If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? 13-14 15-17 18-20 21-24 $30 15.0% 16.0% 17.6% 14.2% $50+ 24.5% 17.6% 13.4% 14.0% $10 11.6% 11.4% 16.2% 19.6% $20 11.0% 13.1% 14.3% 13.4% $40 9.8% 12.3% 11.1% 10.3% $25 10.1% 10.2% 11.0% 12.6% $35 6.4% 7.0% 5.9% 5.7% $45 7.3% 7.3% 5.0% 3.7% $15 4.3% 5.1% 5.6% 6.4% www.labelnetworks.com SIA Stage One: What We Know Report 2014 171 2006: If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? 0% $30 10% 20% 9.8% $25 10.1% 17.6% 19.6% 12.3% 13.4% 11.1% 10.2% 10.3% 11.0% 7.0% 12.6% 5.9% 7.3% 5.1% 5.7% 5.0% 5.6% 15-17 18-20 100% 14.0% 14.3% 13-14 www.labelnetworks.com 90% 13.4% 13.1% 7.3% 4.3% 80% 14.2% 16.2% 6.4% $45 70% 17.6% 11.4% $40 60% 16.0% 11.6% 11.0% $15 50% 24.5% $20 $35 40% 15.0% $50+ $10 30% 3.7% 6.4% 21-24 SIA Stage One: What We Know Report 2014 172 2014: If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? $20 $25 $50+ $30 $15 $40 $45 $35 $10 Less than $10 www.labelnetworks.com 28.2% 19.1% 18.2% 14.0% 8.1% 4.6% 3.1% 3.0% 1.3% .4% If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? (2014) If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? (2014) If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? (2014) 32$ Male Female 33$ 31$ 13-14 15-17 18-20 21-25 33 32 31 32 SIA Stage One: What We Know Report 2014 173 2014: If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? 35.0% 30.0% 25.0% 20.0% Male 15.0% Female 10.0% 5.0% 0.0% $20 $25 $50+ $30 $15 $40 www.labelnetworks.com $45 $35 $10 Less than $10 $20 $25 $50+ $30 $15 $40 $45 $35 $10 Less than $10 Male Female 26.1% 29.4% 18.3% 19.6% 21.0% 16.5% 13.8% 14.1% 7.3% 8.6% 4.7% 4.5% 3.5% 2.9% 3.5% 2.7% 1.3% 1.4% .6% SIA Stage One: What We Know Report 2014 .4% 174 2014: If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? $20 $25 $50+ $30 $15 $40 $45 $35 $10 Less than $10 www.labelnetworks.com 13-14 27.2% 20.1% 19.2% 12.4% 8.2% 3.7% 4.3% 3.4% 1.0% .5% 15-17 29.2% 19.9% 17.4% 12.9% 8.5% 4.1% 3.3% 3.4% .9% .3% 18-20 28.0% 18.0% 17.9% 14.8% 8.6% 4.7% 2.6% 2.5% 2.4% .5% SIA Stage One: What We Know Report 2014 21-25 27.4% 18.9% 19.0% 15.1% 7.0% 5.5% 2.9% 3.0% .6% .5% 175 2014: If you could rent a snowboard, boots, and bindings, how much would you be willing to pay? 0% $20 10% 20% 27.2% $25 20.1% $50+ 19.2% $30 $15 $40 12.4% $10 Less than $10 40% 3.7% 50% 19.9% 18.9% 19.0% 15.1% 8.6% 4.7% 7.0% 5.5% 3.3% 3.4% 2.6% 3.4% 2.5% 0.9% 2.9% 3.0% 2.4% 0.3% 15-17 0.5% 18-20 100% 27.4% 14.8% 8.5% 13-14 90% 17.9% 12.9% 0.5% 80% 18.0% 17.4% 4.3% www.labelnetworks.com 70% 28.0% 4.1% 1.0% 60% 29.2% 8.2% $45 $35 30% 0.6% 0.5% 21-25 SIA Stage One: What We Know Report 2014 176 2006: If you could rent snowboarding apparel and accessories, how much would you be willing to pay? 20.0% 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% $20 $5 $30 $40+ $25 www.labelnetworks.com $10 $15 $20 $5 18.7% 16.8% $30 $40+ $25 $10 $15 $35 12.7% 11.9% 11.6% 11.6% 10.8% 6.0% $35 SIA Stage One: What We Know Report 2014 177 2006: If you could rent snowboarding apparel and accessories, how much would you be willing to pay? Female Male $20 19.1% 17.9% $5 13.3% $30 13-14 15-17 18-20 21-24 $20 14.4% 18.5% 20.0% 18.3% 25.2% $5 11.9% 12.9% 18.4% 23.2% 14.4% 8.5% $30 14.4% 13.6% 12.3% 10.9% $40+ 13.2% 8.7% $40+ 17.7% 13.1% 10.2% 10.7% $25 12.5% 9.4% $25 9.8% 13.1% 10.7% 10.5% $10 9.7% 16.0% $10 9.8% 10.4% 12.9% 12.0% $15 10.5% 11.5% $15 11.9% 11.4% 10.1% 10.4% $35 7.3% 2.8% $35 10.1% www.labelnetworks.com 6.8% 5.4% SIA Stage One: What We Know Report 2014 3.9% 178 2014: If you could rent snowboarding apparel and accessories, how much would you be willing to pay? $10 38.0% $20 14.7% $40+ 11.2% $30 10.7% $5 9.0% $15 7.5% $25 6.5% $35 2.4% www.labelnetworks.com If you could rent snowboarding apparel and accessories, how much (2014) If you could rent snowboarding apparel and accessories, how much (2014) If you could rent snowboarding apparel and accessories, how much (2014) 19$ Male Female 18$ 19$ 13-14 15-17 18-20 21-25 18$ 19$ 19$ 19$ SIA Stage One: What We Know Report 2014 179 2014: If you could rent snowboarding apparel and accessories, how much would you be willing to pay? $10 $20 $40+ $30 $5 $15 $25 $35 Male 36.0% 16.2% 10.9% 9.8% 10.3% 7.1% 7.4% 2.2% www.labelnetworks.com Female 39.2% 13.8% 11.3% 11.2% 8.3% 7.7% 6.0% 2.5% 13-14 $10 36.7% $20 15.3% $40+ 9.9% $30 10.3% $5 10.1% $15 9.8% $25 6.4% $35 1.5% 15-17 39.3% 14.4% 11.0% 10.8% 8.7% 7.3% 5.4% 3.1% 18-20 37.6% 14.1% 11.4% 10.8% 9.4% 7.9% 6.6% 2.2% SIA Stage One: What We Know Report 2014 21-25 37.5% 15.5% 11.9% 10.5% 8.4% 5.9% 8.2% 2.2% 180 2014: If you could rent snowboarding apparel and accessories, how much would you be willing to pay? 45.0% 40.0% 35.0% 30.0% 13-14 15-17 18-20 21-25 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% $10 $20 www.labelnetworks.com $40+ $30 $5 $15 $25 $35 SIA Stage One: What We Know Report 2014 181 2006: What do you think you could afford for a lift ticket? 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% www.labelnetworks.com $80 $90 $100+ $70 $75 $65 $55 $60 $50 $40 $30 $45 $35 $25 0.0% $25 $35 $45 $30 $40 $50 $60 $55 $65 $75 $70 $100+ $90 $80 SIA Stage One: What We Know Report 2014 15.4% 15.1% 13.3% 13.1% 12.3% 11.2% 5.9% 4.7% 3.3% 2.1% 1.8% .9% .5% .3% 182 2006: What do you think you could afford for a lift ticket? 13-14 15-17 18-20 21-24 $25 20.9% 16.8% 13.9% 14.4% 15.4% $35 14.0% 17.3% 12.9% 15.1% 12.3% 14.6% $45 14.0% 11.8% 16.2% 11.4% $30 14.2% 11.7% $30 20.9% 12.7% 13.4% 12.2% $40 12.3% 12.3% $40 9.3% 10.6% 15.2% 11.4% $50 12.3% 9.6% $50 4.7% 10.6% 9.8% 15.1% $60 5.8% 6.1% $60 7.0% 5.8% 5.9% 5.9% $55 4.7% 4.8% $55 7.0% 4.8% 5.2% 3.7% $65 3.0% 3.8% $65 2.3% 3.4% 2.3% 4.8% $75 2.5% 1.7% $75 .0% 2.4% 1.5% 3.0% $70 1.6% 2.1% $70 .0% 1.7% 2.1% 1.8% $100+ 1.1% .6% $100+ .0% 1.2% .8% .7% $90 .8% .2% $90 .0% 1.0% .3% .4% $80 .5% .0% $80 .0% .2% .5% .0% Female Male $25 14.1% 17.1% $35 14.8% $45 www.labelnetworks.com SIA Stage One: What We Know Report 2014 183 2014: What do you think you could afford for a lift ticket? $20 $30 $50 $75+ $25 $40 $60 $35 $45 $70 $55 $65 26.6% 22.1% 15.8% 13.5% 10.4% 4.8% 2.7% 1.5% 1.1% 1.0% .3% .3% www.labelnetworks.com What do you think you could afford for a lift ticket? (2014) 41$ Male Female 37$ 43$ What do you think you could afford for a lift ticket? (2014) What do you think you could afford for a lift ticket? (2014) 13-14 15-17 18-20 21-25 42 42 40 39 SIA Stage One: What We Know Report 2014 184 2014: $20 $30 $50 $75+ $25 $40 $60 $35 $45 $70 $65 $55 What do you think you could afford for a lift ticket? Male 32.0% 20.4% 13.5% 12.0% 11.6% 4.5% 2.5% 1.3% .8% .9% .3% .3% Female 23.3% 23.1% 17.2% 14.4% 9.7% 5.0% 2.9% 1.6% 1.2% 1.1% .2% .2% www.labelnetworks.com $20 $30 $50 $75+ $25 $40 $60 $35 $45 $70 $65 $55 13-14 26.9% 21.2% 14.5% 13.9% 8.5% 3.8% 3.6% 2.4% 1.6% 2.4% .6% .4% 15-17 25.4% 22.7% 16.7% 13.7% 10.4% 4.2% 2.9% 1.5% 1.2% .7% .3% .2% 18-20 26.4% 21.8% 15.9% 13.5% 10.5% 5.4% 2.7% 1.8% 1.0% 1.0% .0% .1% SIA Stage One: What We Know Report 2014 21-25 27.9% 22.1% 15.4% 12.9% 11.4% 5.2% 2.0% .8% .7% .8% .3% .5% 185 2014: What do you think you could afford for a lift ticket? 35.0% 30.0% 25.0% 20.0% Male Female 15.0% 10.0% 5.0% 0.0% $20 $30 $50 $75+ $25 $40 $60 $35 $45 $70 $65 $55 www.labelnetworks.com SIA Stage One: What We Know Report 2014 186 2006: If you could go to a snowboarding camp, what's the main reason you would go? I have no interest in attending a camp Good time with friends Fun vacation Get better at my sport overall Travel to someplace new Learn new tricks, pipe moves Other Ride with Pros Friend/Family recommended it www.labelnetworks.com 28.9% 2% 24.6% 17.5% 9.4% 7.4% 6% 7% I have no interest in attending a camp 1% Good time with friends 4% 29% Get better at my sport overall 9% Travel to someplace new 6.5% 3.6% 1.6% .7% Fun vacation 17% 25% Learn new tricks, pipe moves Other Ride with Pros SIA Stage One: What We Know Report 2014 187 2006: If you could go to a snowboarding camp, what's the main reason you would go? Female I have no interest in attending a camp 28.1% 30.7% Good time with friends 25.1% 23.5% Fun vacation 17.8% 16.6% Get better at my sport overall Travel to someplace new Learn new tricks, pipe moves Other Ride with Pros Friend/Family recommended it www.labelnetworks.com Male SIA Stage One: What We Know Report 2014 8.8% 11.0% 7.9% 6.2% 6.2% 7.2% 3.8% 1.5% 2.8% 1.7% .7% .5% 188 2006: If you could go to a snowboarding camp, what's the main reason you would go? 13-14 15-17 18-20 21-24 I have no interest in attending a camp 25.7% 25.7% 29.7% 34.8% Good time with friends 25.4% 27.2% 24.2% 20.0% Fun vacation Get better at my sport overall 11.9% 15.9% 18.6% 20.2% 12.5% 9.9% 8.8% 8.5% Travel to someplace new 10.4% 6.4% 7.2% 8.7% 7.3% 7.9% 6.0% 4.1% 4.0% 2.1% 4.4% 1.8% 3.2% 1.6% 2.4% 1.0% .6% .8% .7% .3% Learn new tricks, pipe moves Other Ride with Pros Friend/Family recommended it www.labelnetworks.com SIA Stage One: What We Know Report 2014 189 2014: If you could go to a snowboarding camp, what's the main reason you would go? Good time with friends Fun vacation Travel to someplace new I have no interest in attending a camp Get better at my sport overall Learn new tricks, pipe moves Ride with Pros Friend/Family recommended it Other 29.6% 1% 2% 17.7% 15.6% 14.6% Good time with friends 0% Fun vacation 5% 30% 13% I have no interest in attending a camp 12.9% 5.3% Get better at my sport overall 15% Learn new tricks, pipe moves 2.0% 1.6% .6% Travel to someplace new 18% Ride with Pros 16% Friend/Family recommended it Other www.labelnetworks.com SIA Stage One: What We Know Report 2014 190 2014: If you could go to a snowboarding camp, what's the main reason you would go? Good time with friends Fun vacation Travel to someplace new I have no interest in attending a camp Get better at my sport overall Learn new tricks, pipe moves Ride with Pros Friend/Family recommended it Other Male Female 30.7% 28.9% 17.3% 17.9% 13.0% 17.4% 16.9% 13.1% 12.9% 12.9% 5.0% 5.6% 2.1% 1.9% 1.6% 1.7% .6% .5% www.labelnetworks.com www.labelnetworks.com Good time with friends Fun vacation Travel to someplace new I have no interest in attending a camp Get better at my sport overall Learn new tricks, pipe moves Ride with Pros Friend/Family recommended it Other 13-14 15-17 18-20 21-25 26.5% 32.5% 29.2% 28.3% 16.0% 16.3% 18.6% 19.2% 12.1% 13.8% 17.5% 17.6% 16.0% 13.0% 13.9% 16.6% 16.4% 13.4% 12.8% 10.5% 7.8% 7.3% 3.9% 3.2% 2.2% 2.0% 1.7% 2.3% 1.9% 1.4% 1.8% 1.6% 1.2% .2% .6% .6% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 191 2014: If you could go to a snowboarding camp, what's the main reason you would go? 35.0% 35.0% 30.0% 30.0% 25.0% 25.0% 20.0% 20.0% 15.0% 15.0% 10.0% 13-14 Male 5.0% 15-17 Female 0.0% 10.0% 5.0% 0.0% www.labelnetworks.com www.labelnetworks.com 18-20 21-25 SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 192 2006: If you could change one thing about snowboarding, what would you change? Price 55.6% People’s attitudes who don’t ride People’s attitudes who ride The resorts 1% 1% 1% 2% 18.5% Price People’s attitudes who don’t ride 5% 16.0% People’s attitudes who ride 16% The resorts 4.6% Snowboarding Events 2.2% The clothing 1.4% Snowboarding Events 56% 18% The gear .8% Other .8% www.labelnetworks.com The clothing The gear Other SIA Stage One: What We Know Report 2014 193 2006: If you could change one thing about snowboarding, what would you change? Price Female Male 57.1% 53.7% People’s attitudes who don’t ride 18.0% People’s attitudes who ride 13.9% 19.0% 18.7% The resorts 4.7% 4.6% Snowboardin g Events 2.7% 1.6% The clothing 1.6% 1.1% .9% .8% 1.1% .5% The gear Other www.labelnetworks.com 13-14 15-17 18-20 21-24 Price 50.0% 53.9% 60.6% 51.9% People’s attitudes who don’t ride 20.0% 20.4% 15.4% 19.4% People’s attitudes who ride 15.7% 15.8% 15.0% 18.2% 8.6% 4.1% 4.5% 5.1% .0% 2.7% 1.6% 2.9% The clothing 1.4% 1.2% 1.2% 1.9% The gear 4.3% .7% 1.0% .0% .0% 1.2% .6% .6% The resorts Snowboarding Events Other SIA Stage One: What We Know Report 2014 194 2014: If you could change one thing about snowboarding, what would you change? Price 69.1% People's attitudes 11.9% who don't ride People's attitudes 8.8% who ride The resorts 4.6% The clothing 1.6% The gear 1.5% Snowboarding 1.3% Events Other 1.3% www.labelnetworks.com www.labelnetworks.com Price 1% 1% 1% 2% People's attitudes who don't ride 5% People's attitudes who ride 9% The resorts 12% The clothing 69% The gear Snowboarding Events Other SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 195 2014: If you could change one thing about snowboarding, what would you change? Price People's attitudes who don't ride People's attitudes who ride The resorts The clothing The gear Other Snowboarding Events Male Female 72.9% 65.6% 9.2% 14.3% 7.7% 9.7% 4.5% 1.4% 1.8% 1.2% 4.6% 1.8% 1.2% 1.4% 1.2% 1.4% www.labelnetworks.com www.labelnetworks.com Price People's attitudes who don't ride People's attitudes who ride The resorts The clothing The gear Other Snowboarding Events 13-14 64.7% 15-17 62.7% 18-20 69.3% 21-25 76.6% 12.8% 16.0% 10.6% 9.2% 8.3% 10.7% 9.7% 5.9% 3.8% 3.8% 3.8% 1.5% 4.6% 2.3% 2.3% .3% 4.2% 1.3% 1.3% 2.1% 5.3% .5% .3% 1.3% 1.5% 1.3% 1.5% 1.0% SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 196 2014: If you could change one thing about snowboarding, what would you change? 80.0% 90.0% 70.0% 80.0% 70.0% 60.0% 60.0% 50.0% 50.0% 40.0% 40.0% 30.0% 30.0% 13-14 20.0% 15-17 20.0% Male 10.0% Female 10.0% 18-20 0.0% 21-25 0.0% www.labelnetworks.com www.labelnetworks.com SIA Stage ©2012 One: Label What Networks We Know Inc. Report 2014 197 2006: What concerns you most about snowboarding in the future? Expensive costs of the sport Getting better Weather/Snowfall Availability of the Sport in terms of location (getting to a mountain) Other People’s attitudes to the sport Availability of the Sport in terms of greater variety of people who have access to ride Events for Amateurs Gear getting better The Olympics Events for Pros www.labelnetworks.com 31.6% 26.5% 19.7% 10.4% 3.4% 3.3% 1.6% 1.2% .9% .7% .5% Female Male Expensive costs of the sport Getting better Weather/Snowfall 30.2% 33.5% 29.3% 22.7% 18.2% 21.6% Availability of the Sport in terms of location (getting to a mountain) 10.9% 9.6% Other People’s attitudes to the sport Availability of the Sport in terms of greater variety of people who have access to ride Events for Amateurs Gear getting better The Olympics Events for Pros SIA Stage One: What We Know Report 2014 3.9% 2.8% 2.7% 4.2% 1.5% 1.9% 1.3% 1.2% .7% 1.2% .7% .8% .6% .5% 198 2006: What concerns you most about snowboarding in the future? www.labelnetworks.com SIA Stage One: What We Know Report 2014 199 2006: What concerns you most about snowboarding in the future? 13-14 15-17 18-20 21-24 Expensive costs of the sport 24.7% 30.2% 33.6% 32.5% Getting better Weather/Snowfall 35.6% 15.1% 29.9% 18.2% 25.4% 20.8% 20.4% 21.6% Availability of the Sport in terms of location (getting to a mountain) 11.0% 10.2% 10.1% 10.9% Other 4.1% 3.7% 2.5% 4.1% People’s attitudes to the sport 2.7% 3.6% 3.2% 3.3% .0% .7% 1.9% 3.3% Events for Amateurs 5.5% .7% .8% 2.1% Gear getting better .0% 1.0% .6% 1.5% .0% 1.4% 1.0% .8% 1.0% .2% .0% .3% Availability of the Sport in terms of greater variety of people who have access to ride The Olympics Events for Pros www.labelnetworks.com SIA Stage One: What We Know Report 2014 200 2014: What concerns you most about snowboarding in the future? Expensive costs of the sport Weather/Snowfall (Climate Change) Getting better Availability of the Sport in terms of location (getting to the mountain) People's attitudes to the sport Events for Amateurs Availability of the Sport in terms of greater variety of people Gear for getting better The Olympics Other Events for Pros www.labelnetworks.com 40.8% 20.0% 17.3% 10.5% 2.7% 2.1% 2.0% 1.6% 1.4% 1.2% .3% SIA Stage One: What We Know Report 2014 201 2014: What concerns you most about snowboarding in the future? Expensive costs of the sport Weather/Snowfall (Climate Change) Getting better Availability of the Sport in terms of location (getting to the mountain) People's attitudes to the sport Events for Amateurs Availability of the Sport in terms of greater variety of people Gear for getting better The Olympics Other Events for Pros www.labelnetworks.com Male 46.2% Female 35.9% 18.2% 15.5% 21.6% 19.0% 10.8% 10.2% 2.3% 2.6% 3.1% 1.8% 1.4% 2.6% 1.2% 1.5% .5% .0% 1.9% 1.4% 1.9% .5% SIA Stage One: What We Know Report 2014 202 2014: What concerns you most about snowboarding in the future? 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% Male 0.0% Female www.labelnetworks.com SIA Stage One: What We Know Report 2014 203 2014: What concerns you most about snowboarding in the future? Expensive costs of the sport Weather/Snowfall (Climate Change) Getting better Availability of the Sport in terms of location (getting to t People's attitudes to the sport Events for Amateurs Availability of the Sport in terms of greater variety of peo Gear for getting better The Olympics Other Events for Pros www.labelnetworks.com 13-14 40.6% 15-17 39.3% 18-20 37.0% 21-25 47.1% 18.0% 19.9% 21.5% 18.8% 15.8% 18.9% 18.4% 15.0% 8.3% 10.8% 12.1% 8.9% 3.8% 2.3% 4.0% 2.5% 2.5% 1.7% 1.3% 2.3% 3.0% 1.3% 2.1% 2.3% 1.5% 2.3% 3.8% .8% .5% .8% 1.5% .5% 2.3% 1.5% .8% .0% 1.8% 1.8% .5% .3% SIA Stage One: What We Know Report 2014 204 2014: What concerns you most about snowboarding in the future? 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 13-14 10.0% 15-17 5.0% 18-20 0.0% 21-25 www.labelnetworks.com SIA Stage One: What We Know Report 2014 205 2006: What do you think needs the most improvement in gear? 30.0% 25.3% 25.0% 20.0% 14.7% 15.0% 14.4% 12.1% 8.7% 10.0% 6.6% 5.5% 5.2% 5.0% 4.6% 3.0% 0.0% None Bindings Gloves www.labelnetworks.com Boots Apparel Boards Snowboard Luggage Goggles Helmets SIA Stage One: What We Know Report 2014 Backpacks 206 2006: What do you think needs the most improvement in gear? None Bindings Gloves Boots Apparel Boards Snowboard Luggage Goggles Helmets Backpacks www.labelnetworks.com 25.3% 14.7% 14.4% 12.1% 8.7% 6.6% 5.5% 5.2% 4.6% 3.0% None Bindings Gloves Boots Apparel Boards Snowboard Luggage Goggles Helmets Backpacks Female 24.8% 12.3% 14.3% 11.0% 10.1% 6.0% Male 25.8% 17.8% 14.5% 13.5% 6.9% 7.3% 7.1% 3.5% 5.9% 5.4% 3.1% 4.3% 3.5% 2.9% SIA Stage One: What We Know Report 2014 207 2006: What do you think needs the most improvement in gear? 13-14 23.8% 15-17 23.5% 18-20 27.6% 21-24 25.2% Bindings 3.8% 15.2% 15.7% 14.5% Gloves Boots Apparel Boards 17.5% 7.5% 7.5% 15.0% 14.6% 11.4% 7.5% 8.1% 13.6% 12.5% 9.5% 5.8% 14.5% 13.7% 9.9% 3.2% Snowboard Luggage 11.3% 5.7% 4.2% 5.9% Goggles Helmets 2.5% 10.0% 6.0% 5.7% 4.2% 3.4% 5.9% 3.2% 1.3% 2.3% 3.4% 4.0% None Backpacks www.labelnetworks.com SIA Stage One: What We Know Report 2014 208 2006: What do you think needs the most improvement in gear? 30.0% 25.0% 20.0% 13-14 15.0% 15-17 18-20 21-24 10.0% 5.0% 0.0% None Bindings Gloves www.labelnetworks.com Boots Apparel Boards Snowboard Goggles Luggage Helmets Backpacks SIA Stage One: What We Know Report 2014 209 2014: What do you think needs the most improvement in gear? None Bindings Boots Gloves Apparel Helmets Boards Goggles Snowboard Luggage Backpacks 22.8% 18.0% 13.1% 10.0% 8.0% 7.7% 6.8% 6.2% 25.0% 20.0% 15.0% 10.0% 5.0% 5.1% 2.2% www.labelnetworks.com 0.0% SIA Stage One: What We Know Report 2014 210 2014: What do you think needs the most improvement in gear? 30.0% 25.0% 20.0% 15.0% Male 10.0% Female 5.0% 0.0% www.labelnetworks.com None Bindings Boots Gloves Apparel Helmets Boards Goggles Snowboard Luggage Backpacks SIA Stage One: What We Know Report 2014 Male Female 25.4% 20.5% 15.4% 20.4% 12.7% 13.4% 9.5% 10.4% 5.9% 10.0% 7.6% 7.9% 7.7% 6.0% 7.7% 4.9% 5.0% 5.2% 3.2% 1.4% 211 2014: What do you think needs the most improvement in gear? None Bindings Boots Gloves Apparel Helmets Boards Goggles Snowboard Luggage Backpacks www.labelnetworks.com 13-14 26.9% 17.9% 11.9% 6.7% 6.0% 8.2% 3.7% 6.0% 15-17 22.6% 17.8% 11.0% 12.0% 8.5% 7.5% 6.8% 5.5% 18-20 20.0% 21.2% 12.7% 9.9% 7.7% 8.6% 8.2% 6.2% 21-25 25.1% 14.4% 15.9% 9.1% 8.6% 6.8% 6.3% 7.1% 6.7% 5.8% 4.3% 4.8% 6.0% 2.5% 1.3% 1.8% SIA Stage One: What We Know Report 2014 212 2014: What do you think needs the most improvement in gear? 30.00% 25.00% 20.00% 13-14 15.00% 15-17 18-20 21-25 10.00% 5.00% 0.00% None Bindings Boots www.labelnetworks.com Gloves Apparel Helmets Boards Goggles Snowboard Backpacks Luggage SIA Stage One: What We Know Report 2014 213 Please let us know if you have any questions regarding Stage One: “What We Know” Snowboarding and Skiing Report on Youth Culture Markets. We look forward to developing the next phase of this project. Thank you! Contact: Kathleen Gasperini Senior Vice President [email protected] Cell: (310) 895-0368 Label Networks, Inc. 13101 Washington Blvd. Suite 411 Los Angeles, CA 90066 (323) 630-4000 [email protected] www.labelnetworks.com www.labelnetworks.com SIA Stage One: What We Know Report 2014 214