Leveraging Social Connection to Grow Participation

Insights from Leisure Trends Group's Most Active Americans Panel™(MAAP™)

A recent survey of Active Americans conducted by Leisure Trends Group, found that social motivations are the dominant drivers of first-time participation in snow sports. Whether driven by the desire to be with friends or a family’s desire to play together, more than 60% of skiers and snowboarders were accompanied by friends or family the first time they went. This compares to only 3% who went by themselves. Additionally, highly engaged participants were more likely to have skied/snowboarded with family the first time than were low engagement participants, and high engagement participants started skiing/snowboarding younger than their low engagement counterparts. Taken together, these findings suggest that family commitment and an early start are key factors in lifelong engagement in snow sports.

The findings also suggest that taking lessons promotes engagement with snow sports. Skiers and snowboarders who took lessons are twice as likely to consider skiing/snowboarding a central part of their lives as those who have never taken lessons. Important for retailers and manufacturers, those who have taken lessons own more snow sports equipment than those who have never taken lessons.

Q: The first time that you skied/snowboarded, why did you go?

The insights from this research can be applied across a variety of outdoor recreation and sports activities. To get more people involved: (1) connect them with others through “bring a friend programs,” sponsorship of local clubs, family packages, and the like; (2) help them acquire skill, preferably in a setting that fosters social connection. Finally, don’t forget about the fun factor. “The top drivers of participation in a variety of outdoor activities are fun and spending time with friends/family” notes Jim Kelley COO/VP of Analytics for Leisure Trends Group. “If people are having fun, they will feel like they are getting a better value for their money, continue to participate, and want to share the fun with others.”

About the Survey: Leisure Trends Group surveyed 2,014 members of its Most Active Americans Panel™ (MAAP™) ages 16+.  The survey was fielded in January 2013.

About Most Active American Panel™ (MAAP™): Leisure Trends Group's Most Active Americans Panel (MAAP) is a proprietary research panel of active Americans. As a group these panelists are active in one of over 72 different activities, highly engaged in their activities and the brand they use to pursue them, affluent and educated. They purchase sports, fitness and recreation goods and services at twice the rate of the general population. They are the Alpha consumers that are most important to your bottom line. 

About Leisure Trends Group: Founded in 1989, LTG is the leading provider of consumer research, retail market intelligence (retail sales tracking) and integrated CRM/Direct Marketing services for the sports, recreation, hospitality, travel and entertainment industries. Suppliers, retailers, associations, resorts and financial analysts rely on Leisure Trends Group for actionable consumer insights, accurate retail sales data that includes margins and inventory, and innovative targeted marketing solutions. Leisure Trends Group is headquartered in Boulder, Colorado. For more information, contact Julia Day, 303-786-7900 x107 / info@leisuretrends.com or visit www.leisuretrends.com

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