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U.S. Ski Team & U.S. Snowboarding Research Overview

Explore key demographics, psychographics, and trends of skiers and snowboarders in the U.S. Find out about their mindset, behaviors, and comfort with technology based on comprehensive research. Gain valuable consumer insights for engaging this active and influential audience.

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U.S. Ski Team & U.S. Snowboarding Research Overview

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  1. U.S. Ski Team & U.S. Snowboarding Research Overview In cooperation with SIA /Kottke NSAA & MRI 2007/2008

  2. Table of Contents • Demographics • Skier • Snowboarder • Audience Psychographics • Audience Trends

  3. Skiing Demographics Median Age - 36 Female Age Gender Male Household Income Average HHI $87,600 Source: 2007 MRI / NSGA Sports Participation Study

  4. Snowboard Demographics Median Age - 22 Female Gender Age Male Household Income Average HHI $68,300 Source: 2004 NSGA Sports Participation Study Source: 2007 NSGA Sports Participation Study

  5. Audience Information

  6. Skier and Snowboarder Visits Set an All Time Record Ski and snowboard visits increasing annually (06/07 an exception due to low snow fall) Source: NSAA 2008

  7. Audience Growth • Skiing and snowboarding continue to grow rapidly • There are over 25 million skiers & riders in the U.S. and growing! • Increase of almost 20% since 2001 • Snowboarding is the fastest growing participatory sport in US* • Source: 2007 SGMA • * Sports with over 5000 participants

  8. Audience Mindset • Top 5 reasons enthusiasts like to ski and snowboard • Opportunity to be outdoors • Excitement and thrill • Fun and enjoyable • Speed and competition • Feeling of freedom Source: MRI Doublebase 2007

  9. Audience Psychographics • Young in age & mindset • Highly ambitious • Competitive • Educated & influential • Consumer Innovators • More sociable than the general population • Enjoy sports with intellectual component • Tenacious • Ski and / or snowboard to “get away from it all” Source: MRI Doublebase 2007

  10. Audience Behaviors Well Traveled:(Based on the MRI National Average Index of 100) • 70% more likely to travel abroad • 40% engage regularly in foreign travel • On average spend $4,300 on travel • Nearly 2 times as likely to fly first class when they do take their trips abroad • Twice as likely to take 5+ domestic trips each year • Over twice as likely to be members of country clubs * Sources: 2007 Fall MRI, 2007 MRI Doublebase, Audit Bureau of Circulation June 2007.

  11. Skier Audience Behaviors • Twice as likely to spend $40,000+ on a new vehicle • 80% feel they eat healthy • 7 out of 10 are involved in a fitness program • Twice as likely to be business decision-makers • $300 billion in investable assets, 15 million trades Source: Ski Racing ‘07

  12. Ski and Snowboarder BehaviorsWithin USSA Membership • Ski - Over 30% have a second/ weekend home - 45% own a SUV - Use USSA website for event related news • Snowboard - 63% spend over $33 on music per month - 92% of households own a video game Source: 2007 Ski Racing magazine survey/ 2007 Snowboarder magazine

  13. Audience Comfort with Technology • Skiers & Riders are technologically savvy • Over 90% own computers • 98% have internet access • Over 50% make on-line purchases • 31% adopt new technology Source: 2007 MRI Fall Consumer innovator

  14. 2006 NBC Olympic Coverage • 35% of all prime-time Olympic event coverage was Skiing / Snowboarding • NBC prime-time average was a 12.2 HH rating • Down 36.5% from SLC • Down 25% from Nagano • USSA won 10 of USA’s 25 medals or 40% of Team USA Total Source: 2006 Nielsen Television Index

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