Industry News 10/28/2009

B$Z: New Board-Trac Study Identifies Latest Trends Among Skateboarders

New Board-Trac Study Identifies Latest Trends Among Skateboarders
Spending, frequency of purchase and skateboarder profiles/behaviors included in Board-Trac's 2009 Study

Board-Trac's current Annual Skateboarding Report, published September 30, gives the facts along with insights on this active consumer. According to the reported findings, 60.2% of the participants were between the ages of 8 - 19 years of age, with another 11.1% between the ages of 20-25 years of age.  Eighty-nine percent (89.3%) skateboard once a week or more, defining the participants in this study as core skateboarders.

Overall, skate shops are the primary outlet for sales of hardgoods.  However, distribution options for softgoods tell a different story.  Since 2002, sales of softgoods via the internet have increased from 4% to 18% in 2009.  And, for the first time, mass merchants and Branded Company Stores have appeared as shopping destinations for skateboarders.

In addition to favored destinations for both hard goods and softgoods, this report also shows shopping and spending trends   With this report, savvy brands and others marketing to this consumer can better match their distribution strategies to the market.

Other report highlights and findings:  almost 44% own and ride both a short and longboard; travel 3 miles or more to their favorite skate park and over 80% indicated they have purchased softgoods online so far this year.

The results of Board-Trac's 2009 Skateboarding Study identify the top hardgoods brands decks, trucks and wheels that appeal to the various age segments, as well as the attributes that appeal to skateboarders in their selection of softgoods brands.  Understanding these differences can lead to better and more strategic marketing campaigns and targeted promotional materials.

Companies targeting skateboarders or those influenced by the lifestyle will find answers to the questions often asked about this consumer and much, much more in Board-Trac's 2009 Annual Skateboarding Study.  Bottom line, in order to compete in this competitive market it's imperative to understand the consumer. The dynamics have changed in this once-cottage industry and now this skateboarding and action sports lifestyle consumer is being sought by both endemic and non-endemic companies.

The Board-Trac Skateboarding Report, regularly priced at $1,650, is now available through a special promotion for only $750 at www.board-trac.com and click on E-store. Other studies available from Board-Trac include Surfing, Snowboarding, Quarterly Retail Reports and Size of Market Trend Reports, which are all available at lower, affordable pricing during this special Board-Trac promotion.

For more information on Board-Trac's research and consulting services, please contact Angelo Ponzi at 949-858-9095, e-mail: angelo@board-trac.com, or visit the web site at www.board-trac.com.  You can also follow Board-Trac on Twitter at twitter.com/BoardTrac.