Industry News 5/14/2008

SIA Study Finds 86% of Consumers Influenced by Product Reviews

SIA Study Finds 86% of Consumers Influenced by Product Reviews
Over 86% of snow sports participants are influenced by reviews

McLean, VA (May 13, 2008) -- SnowSports Industries America (SIA) recently released its End of the Season Survey from the SnowSports Consumer Panel. The Panel is designed to represent all snow sports participants in the U.S. market. An online survey was sent to over 3,300 Consumer Panel members to find out how consumers use online product reviews when researching and purchasing snow sports products. According to the Panel, the majority of snow sports participants (86.4%) said that they take the time to read online product reviews that other consumers have written before purchasing new products. These reviews are even more important to consumers getting ready to purchase big ticket items like snowboards, apparel, and skis. More than 88% of panel members said they seek out and read these reviews before purchasing expensive snow sports equipment and apparel.

Snow sports participants claim to be directly impacted by these consumer reviews. Almost 7 out of 10 consumers have decided not to purchase a product because of a review another consumer has written. On the other hand, the impact of a bad review only goes so far, 61.6% have purchased a product even after it received bad consumer reviews.

And finally, the report explains that a colder longer season, with lots of snow, made 2007/08 a great one for consumer participation. Slightly more than 3 out of 10 snow sports consumers participated more this season as compared to last. In addition, 37.8% participated about the same and 19.9% of consumers participated less. Only 10.8% did not participate at all.

The SnowSports Consumer Panel is an online consumer research survey system devoted to understanding the consumer of winter sports products. It is a unique tool which enables SIA to examine, through market research, changing consumer behaviors, attitudes and perceptions. Panel members are pre-recruited US residents, 16 years or older, that participate in snow sports (alpine skiing, Nordic, telemark, snowboarding or snowshoeing). The report can be read in its entirety by visiting the SIA website, snowsports.org. Additional information can also be found about the snow sports industry using the SIA Intelligence Report. The Intelligence Report can also be found at snowsports.org.