What new Ipsos Research reveals about the next generation of boaters
by National Marine Manufacturers Association 21 Mar 08:12 PDT
Ipsos insights © National Marine Manufacturers Association
New consumer research from Ipsos, commissioned by the Market Expansion Advisory Group, provides the latest look at how today's consumers are discovering, and engaging with boating and what it will take to grow participation in the years ahead.
Insights from the research include:
Today's Buyers are Younger, More Diverse and Digitally Driven
Recent boat buyers (those who purchased their main boat after 2020) differ significantly from established owners who bought before 2020. They are younger (average age ~36 vs. 45) more diverse and more affluent. They are also more likely to have entered the boating category via experiences (i.e., charters, rentals) and adjacent outdoor activities. In fact, engagement with charters and rentals among surveyed buyers rose from 17% to in 2020 to 27% in 2024.
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