Industry News 10/18/2006

Board-Trac Reports Reveal New Brand Preferecnce & Spending Behaviors

Board-Trac Snowboarding, Waveriding & Skateboarding Reports Reveal New Brand Preferecnce & Spending Behaviors

As new brands loom large on the horizon and a fresh crop of 10 year-olds emerge while tenure is extended on boards of choice at the other end of the age spectrum, a new cycle of spending habits and brand preferences has just begun according to the Board-Trac 2005-06 studies. 

The Board-Trac 2005-06 Waveriding, Skateboarding and Snowboarding studies reveal that new brands are eclipsing the established surf and skate brands for the first time in five years.  Brands like KR3W appear on the top ten lists bumping up against Volcom and Billabong while established outdoor brand Patagonia breaks through to surfers in a big way showing up on the top ten list of favored board shorts brands.

It is a well-know fact that the market is aging and the Board-Trac reports show that the opportunities among the over 20 set are huge.   Among surfers, for example, 76% are over 20 years of age; 41% of skateboarders are 16 to 21 + and the 12 to 16 year old age segment of skateboarders grew 15% in two years.   Skateboarders account for more than half of the over 23 million board sports participants in the U.S. and are active consumers.

Board-Trac’s 2006 Skateboarding report shows that, on average, skateboarders are spending well over $100 per month on themselves and have increased their online purchasing by 12% over the last three years.  Snowboarders have also been active shopping online with an increase of 60% over the past three years.

Each of the Board-Trac reports contain a profile of the board sports participant, top ten preferred hardgoods and softgoods brands including T-shirts, board shorts, jeans, sandals, shoes, backpacks, watches and sunglasses; frequency of purchasing each of these items, amount spent, where they shop – type of store, catalog or internet - how often they shop and influences that drive brand purchasing decisions.   The hardgoods and softgoods brand rankings charts also include narrative points comparing the 2006 results to previous years.

The 2005-06 Board-Trac Snowboarding, Waveriding and Skateboarding reports are now available at www.board-trac.comfor $1,250 to 1,650.  Other studies available from Board-Trac include the annual Size of the Action Sports Market, Action Sports Girl and the ASR/Board-Trac Retail report and are currently being offered in bundled specially priced packages at

In addition, Board-Trac offers an annual subscription program called Trend Watch featuring charts and information from presentations, seminars and articles written by Board-Trac principals.

The information and data used to compile the annual reports is also available for custom analysis.  Based upon a Subscriber’s request or objectives, Board-Trac can rerun the data in order to develop a custom report that is proprietary to the Subscriber.

Board-Trac is a marketing company that specializes in syndicated and proprietary market research for the action sports industry.   Board-Trac studies track the lifestyles and purchasing habits of people who participate in or are influenced by board sports.  The reports are designed to give subscribers the information they need to be competitive in an ever-crowded market, to learn about their consumer, what they like, what they dislike, how to reach them, what to say and where to say it.

For more information on the Skateboarding, Snowboarding and Waveriding reports contact Board-Trac

at 949-858-9095, or visit the web site at