Hispanics & Boating - Discovering the Path to Purchase

HISPANICSBOATING

STUDY: In the fall of 2014, qualitative and quantitative research took place with current and prospective Hispanic boat owners, as well as with boat retailers in key US Hispanic markets, with special focus on Houston and Miami.

OBJECTIVE:Explore attitudes and barriers to Hispanic boat ownership to determine cultural nuances in motivations, drivers and potential challenges in their path to purchase.

FULL RESULTS: Detailed results with methodology will be available at TakeMeFishing.org

&DISCOVERING THE PATH TO PURCHASE

RE SEA RC H COM M IS SIONE D BY

RESEARCH SPONSORED IN PART BY:

Median Age – 28 vs 42 for Non-Hispanic Whites

CRITICAL MASS

55%

23% 26%

OF US GROWTH 2000 - 2010

By 2020 - Projected 20% of population (65 million)

54MILLION STRONG

LACK OF EXPOSUREFew respondents live near waterEven fewer grew up around boating

MINIMAL EXPERIENCEFew respondents grew up in boating households Hispanics under-index in boating participation vs. the GM

CULTURAL DISCONNECTLack of relevant Hispanic role models

LEADING GROWTH

OPPORTUNIT Y

MOTIVATIONS

YOUTH-FOCUSED

OF US POPULATION

17%

TIME WITH FAMILYSpending time with family is the single largest motivator for purchasing a boat

ESCAPE FROM EVERYDAY LIFERespondents see boating as a way to enjoy new experiences

ELEVATED STATUSOwning a boat demonstrates part of one’s success in obtaining the “American Dream”

C HAL L E NG E

BARRI E RS2020

of US kids under 18 are Hispanic

of all US kids 0-5 are Hispanic

EXPOSURE

Becomes open to boating

Exposed as a Youth or Adult

Timing Varies

SHOPPING

Finds the best deal

PURCHASE

58% from dealer 42% from individual

ENGAGEMENT

Enjoy positive boating experiences

Sees the benefit of owning a boat

CASUAL RESEARCH Talk with family or friends who own boat

Sees possibility of ownership

SERIOUS RESEARCH Boat Shows Online • Dealers

Dealers • Brokers Boat Shows Online • Print

Finds the right boat

7.6 Month Average

CONSIDERATION

Shares the passion

4.2 Month Average

OWNING

A BOAT IS POSSIBLE!

AHA! MOMENT

THE PATH TO PURCHASE

Hispanics have less experience being around boating

Invitation is critical

Rely on the experience of others they can relate to

Expects respect, education, family inclusion

Prefers cash, credit averse, seeks alternative financing

Gains status, becomes loyal advocate

PERCEIVED AFFORDABILITYHispanics don’t have knowledge of the true cost of boat ownership and maintenanceHispanics have a cultural aversion to using credit; prefer cash for non-essential items

LACK OF BOATING KNOWLEDGEExposure and participation is vital to creating the desire to own

LACK OF INVITATION Hispanics are not seeing boating ads or getting industry messages directed to them

HISPANIC CONSUMERS ARE KEY TO THE FUTURE

OF THE MARINE INDUSTRY