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Who Buys Source

Profiling adults 18+ who either went downhill/cross-country skiing, snowboarding or snowmobiling in the past year:

GfK MRI, 2011

Of those adults 18+ who went downhill/cross-country skiing in the past year, 53.0% were men and 47.0% were women.

GfK MRI, 2011

Of those adults 18+ who went snowboarding in the past year, 64.4% were men and 35.6% were women.

GfK MRI, 2011

Of those adults who went snowmobiling in the past year, 60.8% were men and 39.2% were women.

GfK MRI, 2011

Adults 18+ went downhill/cross-country skiing in the past year, by age bracket: 18-24, 12.2%; 25-34, 20.3%; 35-44, 22.7%; 45-54, 24.8%; 55-64, 13.2%; 65+, 6.8%.

GfK MRI, 2011

Adults 18+ who went snowboarding in the past year, by age level: 18-24, 33.9%; 25-34, 36.1%; 35-44, 16.8%; 45-54, 8.3%; 55-64, 3.3%; 65+, 1.6%.

GfK MRI, 2011

Adults 18+ who went snowmobiling in the past year, by age group: 18-24, 21.7%; 25-34, 20.1%; 35-44, 17.8%; 45-54, 20.9%; 55-64, 12.7%; 65+, 6.8%.

GfK MRI, 2011

Adults 18+ who went downhill/cross-country skiing in the past year, by income level: $100,000+, 48.7%; $75-99,999, 20.0%; $60-74,999, 8.6%; $50-59,999, 6.7%; $40-49,999, 4.2%; $30-39,999, 3.5%; $20-29,999, 3.6%; under $20,000, 4.7%.

GfK MRI, 2011

Adults 18+ who went snowboarding in the past year, by income level: $100,000+, 39.4%; $75-99,999, 16.9%; $60-74,999, 10.8%; $50-59,999, 7.5%; $40-49,999, 7.0%; $30-39,999, 3.9%; $20-29,999, 4.8%; under $20,000, 9.7%.

GfK MRI, 2011

Adults 18+ who went snowmobiling in the past year, income bracket: $100,000+, 23.1%; $75-99,999, 22.7%; $60-74,999, 12.0%; $50-59,999, 8.0%; $40-49,999, 8.6%; $30-39,999, 6.7%; $20-29,999, 7.2%; under $20,000, 11.7%.

GfK MRI, 2011

Adults 18+ who went downhill/cross-country skiing in the past year, by race: White, 88.4%; Black, 3.6%; Other, 8.0%; Hispanic origin, 6.9%.

GfK MRI, 2011

Adults 18+ who went snowboarding in the past year, by race: White, 72.6%; Black, 7.3%; Other, 20.1%; Hispanic origin, 15.2%.

GfK MRI, 2011

Adults 18+ who went snowmobiling in the past year, by race: White, 82.5%; Black, 7.4%; Other, 10.1%; Hispanic origin, 7.9%.

GfK MRI, 2011

Adults 18+ who went snowboarding in the past year, by region: Northeast, 16.1%; Midwest, 16.8%; South, 19.7%; West, 47.4%.

GfK MRI, 2011

Adults 18+ who went snowmobiling in the past year, by region: Northeast, 22.0%; Midwest, 39.6%; South, 17.3%; West, 21.1%.

GfK MRI, 2011

Adults 18+ who went downhill/cross-country skiing in the past year, by region: Northeast, 27.9%; Midwest, 23.2%; South, 20.1%; West, 28.8%.

GfK MRI, 2011

Adults 18+ who went downhill/cross-country skiing in the past year, by marital status: Single, 26.1%; married, 62.9%; separated/widowed/divorced, 11.0%.

GfK MRI, 2011

Adults 18+ who went snowboarding in the past year, by marital status: Single, 56.2%; married, 36.2%; separated/widowed/divorced, 7.6%.

GfK MRI, 2011

Adults 18+ who went snowmobiling in the past year, by marital status: Single, 36.9%; married, 49.7%; separated/widowed/divorced, 13.4%.

GfK MRI, 2011

According to research by SnowSports Industries America, overall age distribution of alpine skiers in the U.S.: 6-12, 10%; 13-17, 11%; 18-24, 15%; 25-34, 20%; 35-44, 20%; 45-54, 16%; 55-64, 5%; 65+, 2%.

 

SnowSports Industries America, 2011

According to research by SnowSports Industries America, overall age distribution of snowboarders in the U.S.: 6-12, 10%; 13-17, 21%; 18-24, 23%; 25-34, 24%; 35-44, 12%; 45-54, 8%; 55-64, 2%; 65+, 0%.

SnowSports Industries America, 2011

Based on research by SnowSports Industries America, Californians account for more than 20% of all snowboard participants nationwide.

SnowSports Industries America, 2011

Of those downhill skiing participants age 6-and-over in 2010, 60% were male and 40% were female. Among snowboarders age 6+, 66% were male and 34% were female. And among cross-country skiers, 55% were male and 45% were female.

SnowSports Industries America, 2011

As calculated by the National Sporting Goods Association, the total number of downhill skiers (participants age 7+ who went at least once during the year) increased 5.6% in 2010 to approximately 7.4 million, while the number of snowboarders dipped 1.2% to approximately 6.1 million. The number of cross-country skiers jumped 19.5% in 2010 to 2.0 million.

National Sporting Goods Association, 2011

According to the International Snowmobile Manufacturers Association, the average active snowmobiler is 44 years of age, with an annual household income of $68,000. Seventy-five percent of active snowmobilers are male; 25% are female.
 

ISMA, 2011

According to research by the National Ski & Snowboard Retailers Association, 29.6% of snowboarders also went downhill skiing at some point during 2010 (up from 11.5% in 2009).

National Ski Areas Assoc., 2011

States with the largest percentage of their total population (+6 years) who are downhill skiers: Montana, 18.5%; New Hampshire, 12.6%; Utah, 10.2%; Colorado, 8.6%; Connecticut, 8.2%; Massachusetts, 7.5%; Maine, 7.4%; New Jersey, 6.5%; Delaware, 6.3%; Vermont, 6.1%.

SnowSports Industries America, 2010

When They Buy Source

Downhill skiers averaged 8.0 days skiing during 2010, compared to 7.6 days in 2009 and 6.7 days in 2008. Snowboarders were active an average of 8.2 days in 2010 and 2009, compared to 7.8 days in 2008.
 

National Ski Areas Assoc., 2011

According to research by SnowSports Industries America, on average, 35% of snow sports apparel, equipment and accessories are sold in December each year.

SnowSports Industries America, 2011

Share of downhill skiers in 2010 (among those individuals ages 7+ who participated more than once during the year), according to number of days on the slopes: Frequent (10+ days), 29.1%; Occasional (4-9 days), 36.3%; Infrequent (2-3 days), 34.7%.  

National Ski Areas Assoc., 2011

Share of snowboarders in 2010 (among those individuals ages 7+ who participated more than once during the year), according to number of days on the slopes: Frequent (10+ days), 34.4%; Occasional (3-9 days), 43.8%; Infrequent (2 days), 21.7%.  

National Ski Areas Assoc., 2011

Why They Buy Source

Eighty percent of snowmobilers use their machines for trail riding and touring on marked and groomed trails, while the remaining 20% use their snowmobiles for work, ice fishing and transportation.

ISMA, 2011

How They Buy Source

The average retail price of a new snowmobile sold in 2011 was $8,397, down slightly from the previous year. 

ISMA, 2012

Average retail price increases during the 2010/2011 season for the three primary snow sports categories (all sales channels): Equipment, +10.4%; Apparel, +3.2%; Accessories, +4.5%. 

SnowSports Industries America, 2011

What They Buy Source

Sales increases/decreases of the major merchandise categories sold through snow sports specialty stores in 2010-2011: Apparel, +8.4%; equipment, +16.2%; accessories, +16.0%.

SnowSports Industries America, 2011

There are four major manufacturers of snowmobiles: Arctic Cat; BRP; Polaris Industries; and Yamaha Motor Corporation.

ISMA, 2011

Approximately 65% of first-time snowmobile buyers purchase a used machine.

ISMA, 2011

A study by the National Ski Areas Association found that 61% of U.S. skiers and snowboarders wore a helmet during the 2010-2011 season, compared to just 25% in 2002-2003. 

National Ski Areas Assoc., 2011

Where They Buy Source

Among the largest ski resort operators in North America are Intrawest, with six ski resorts in North America (including Steamboat Ski & Resort in Colorado and Stratton Mountain Ski Resort in Vermont) Vail Resorts, with four mountain resorts in Colorado (Beaver Creek, Breckenridge Mountain Resort, Keystone Resort and Vail Mountain) and two in Lake Tahoe (Heavenly Mountain Resort and Northstar-at-Tahoe). Other large ski resort companies include Aspen Skiing Company (owner of the Aspen Highlands, Aspen Mountain, Buttermilk and Snowmass ski resorts in Colorado), and Booth Creek Ski Holdings (with one property in Lake Tahoe and one in New Hampshire).

Hoover's, 2012

Share of skier/snowboarder visits to U.S. ski areas in 2010-2011, by region (totals in millions): Rocky Mountains, 20.900; Northeast, 13.887; Pacific West, 12.153; Pacific Southwest, 8.111; Midwest, 7.811; Southeast, 5.789; Pacific Northwest, 4.042.

National Ski Areas Assoc., 2011

States with the most ski areas in operation during the 2010-2011 season: New York, 52; Michigan, 43; Wisconsin, 32; Pennsylvania, 30; Colorado, 29; California, 28; New Hampshire, 28; Vermont, 25; Maine, 17; Minnesota, 17; Montana, 17; Washington, 16; Idaho, 16; Utah, 15; Massachusetts, 13; Oregon, 13; Alaska, 10; Wyoming, 10; New Mexico, 9.

National Ski Areas Assoc., 2011

Share of snow sports sales, by channel (during the 2010-2011 season): Ski specialty shops, 61.2%; Internet, 19.9%; chain stores, 18.9%.

SnowSports Industries America, 2011

States with the greatest number of registered snowmobiles in 2011: Minnesota, 254,492; Michigan, 242,546; Wisconsin, 236,566; New York, 134,577; Maine, 89,500; New Hampshire, 56,000; Alaska, 54,750; Idaho, 48,400; Montana, 42,000; Pennsylvania, 41,000; Illinois, 39,485; Wyoming, 39,410; Vermont, 37,520; Washington, 32,200; Colorado, 30,608.

 

ISMA, 2011

Business Trends Source

According to the International Snowmobile Manufacturers Association, unit sales of snowmobiles in the U.S. increased 6.6% in 2011 to 51,796, up from 48,599 in 2010 (unit sales totaled 61,593 in 2009). Dollar sales were also higher in 2011, by 5.1%, to $434.9 million, compared to $413.8 million in 2010 and $543.7 million in 2009.
 

ISMA, 2012

The U.S. ski facilities industry includes about 350 companies that operate around 400 ski areas with combined annual revenue of approximately $2 billion. The industry is highly concentrated, with the 50 largest firms generating about 80% of revenue.

Hoover's, 2012

Overall snow sports dollar sales (all channels) for the 2010/2011 season grew to a record $3.295 billion, a 12% increase over the 2009/2010 season total of $2.937 billion. Sales of alpine equipment were up 19% in 2010/2011, snowboard equipment sales increased 4%, cross-country ski equipment sales climbed 8%, AT/Randonee ski equipment sales jumped 90%, and telemark ski equipment sales dropped 13%. Revenue generated by apparel sales was 11% higher in 2010/2011, while sales of accessories increased 14%.

SnowSports Industries America, 2011

Sales of accessories accounted for 36.3% of dollar sales of merchandise sold through snow sports specialty stores during the 2010-2011 season, while equipment was responsible for 32.4% of revenues, and apparel made up the other 31.3%.

SnowSports Industries America, 2011

The estimated number of skier/snowboarder visits to U.S. ski areas during the 2010/2011 season established a new all-time record, totaling 60.540 million visits (a 1.3% increase from the 2009/2010 figure of 59.787 million).

National Ski Areas Assoc., 2011

The number of ski areas operating in the U.S. totaled 486 during the 2010-2011 season, compared to 471 during the 2009-2010 season, and 490 in 2000-2001.
 

National Ski Areas Assoc., 2011

Snow sports dollar sales (through all channels) rose 14% during the August-October selling period for the 2011/2012 season (when compared to the previous year). Sales increases, by category: Alpine equipment, +25.3%; snowboard equipment, +7.3%; cross-country equipment,  +13.9%; alpine apparel, +14.9%; snowboard apparel, +0.6%; equipment accessories, +9.3%; apparel accessories, +8.1%. Also during the early sales period, dollar sales in snow sports specialty shops were up 12%, while Internet sales increased 19% and chain store revenues grew 10%. 

SnowSports Industries America, 2011

Misc Source

The average snowmobiler rode their snowmobile 1,141 miles in 2011, an increase of 10% from 2010.

ISMA, 2012