Next generation boaters: Understanding barriers and opportunities
by National Marine Manufacturers Association 8 Apr 2023 10:42 PDT
Next generation boaters © Will Saunders
To best position recreational boating for growth as we adjust to a 'new normal' post the pandemic peak, Discover Boating, powered by the NMMA and the Marine Retailers Association of the Americas (MRAA), recently conducted research to better understand the next generation as we work to welcome them as future customers.
Who are the next generation of boaters? Three key audience segments emerged from our research, which we refer to as Core, Growth and Emerging segments. The latest research dives into the socio-demographics, psychographics, finances among our target audiences, their boating attitudes and interests, as well as the barriers and motivations to boat buying. The three audiences are made up of an estimated 91 million people in the U.S. alone. These 91 million potential boaters are not homogenous. They are younger, more educated and more ethnically and racially diverse.
Below is a snapshot about these three important groups:
- Core segment: They look most like today's boat owners and have the highest penetration of boat ownership and participation in boating activities. They are also older, family-oriented and more suburban/ex-urban than other segments.
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