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
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