Analysis of Trending Boat Sales and Market Insights in the US
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o
Statistical Surveys reported during April 2017
that 2016 US boat sales totaled 258,879, a
5.4% increase from 2015, and was the first
time more than 250,000 boats were sold
during one year since 2008.
o
A majority of those boats sold were in the
main powerboat segment, totaling 169,121,
with outboard fiberglass boats sales
increasing 5.8%, aluminum pontoon boats,
+9.4%, and aluminum fishing boats, +3.7%,
the top three categories in the segment.
o
Ski and wave boats registered the highest
increase for a single category, at 11.7%,
while personal watercraft, which is not one
of the primary powerboat segments,
increased 7.6% to a total of 59,419.
Riding a Crest of
Successful Sales
o
May was the best month for boat sales
during the first 5 months of 2017,
increasing 8.5% in 23 states that represent
approximately 56% of the total US boat
market, and an increase of 3.3% year-to-
date in the primary segments.
o
Leading the way were 11–50-foot fiberglass
outboards, at +10.5%, followed by
aluminum fishing boats, +9.8%, and
aluminum pontoon boats, +7.5%; however,
all 31–40-foot cruisers decreased 6.6% and
all 41–65-foot yachts decreased 16.9%.
o
Personal watercraft registered a double-
digit increase for the third consecutive
month, at 12.8%, and +10.6%, for the first
5 months of 2017.
A Bright Horizon
for 2017
o
The Marine Retailers Association of the
Americas/Baird Marine Retailer Sentiment
Index for April 2017 was 80, a slight one-
point decline from March’s 79, but 9 points
more than April 2016’s index of 71.
o
Although the three-to-five-year outlook was
unchanged from March to April, at 71, it was
still 4 points greater than the index of 67 for
April 2016.
o
Despite an optimistic current and future
index, dealer challenges include a scarcity of
used boats and savvy consumers who are
better informed, and enter the buying
process knowing what they want.
Dealers Like
Their Course
and Heading
o
The National Marine Manufacturers
Association reported that 6,500 units of
new sailboats were sold during 2016, a
16.1% increase from 2015, when units
sold decreased 25.3%.
o
Brokerage sales of sailboats during Q1
2017, totaling 1,033, were essentially the
same number as Q1 2016. Sales of
moderate-sized sailboats of 12 to 19 feet
increased 23.4%, and represented 63.9%
of all new sailboats sold.
o
Brokerage sales of sailboats decreased 3%
during April 2017, or a total of 457 units.
Sailboat Dealers
Looking for a
Fair Wind
o
A 2017 study from Grow Boating, titled First-
Time Boat Buyer, found that boating
participation is the primary driver of
transforming someone into a first-time buyer.
o
The first three first-time buyer personas the
study identified are Gear Guys, mostly young
men interested in boat tech and specs; Merry
Mates, who regard boating as a family activity;
and Luxurious Leisurers, who consider a boat
a status symbol.
o
The other three first-time buyer personas are
Water Weekenders, who plan boat outings for
family and friends; Seclusion Seekers, who
view boating as an escape like hiking and
camping; and Nautical Natives, who consider
themselves boating experts.
Adding to the
Crew of First-
Time Boat Buyers
o
A boat is a necessary for many fishing
activities; but the 2016 Special Report on
Fishing stated that 300,000 fewer
Americans participated in fishing during
2015. Of all Americans 6 years of age
and older, 45.7 million went fishin’
during 2015.
o
New fishing participants were primarily
women, at 46.2%, compared to 34.4%
for all female anglers, and children 6–12,
with 38.7% new to the activity,
compared to 14.7% of all fishing
participants in this age group.
o
Unfortunately, women also accounted
for a significant percentage of lost
fishing participants, at 41.8%. A higher
percentage of adults 45+ were also lost
to fishing, at 43.7%, compared to 38.3%
of all adults fishing in this age group.
Angling for Fun
o
If your station is in one of the top 10 states,
based on May 2017 boat sales, then show
local dealers why TV advertising will help
them maximize their opportunities,
especially for reaching more of the
population who could be convinced to
become a boat owner.
o
Share the personas of first-time boat buyers
with prospects and clients, and explain the
broad range of programming your station
offers to reach these consumer niches with
custom messages.
o
If your sportscasts include a local fishing
report, then that is an excellent sponsorship
for local boat dealers. If your station doesn’t
provide this information, then recommend it
to programming for a 13-week test, with an
advertiser you’ll land.
Advertising
Strategies
o
With more interest among women to fish,
suggest dealers use Pinterest and create pins
that displays fashion suggestions for boating
and fishing. A dealer can possibly do this
with a local women’s clothing store that
does or could offer these items.
o
Suggest to programming an on-air
personality boating and/or fishing
adventure, with a local dealer providing the
boat. It’s an opportunity to show station
personalities in a different environment and
it makes for perfect video footage online,
and even during a broadcast.
o
Dealers may want to consider a series of
“Gear Guys” videos that explains the tech
and specs of new boats in an attempt to
attract young men to boating. Post the
videos primarily on Instagram and test them
on LinkedIn.
New Media
Strategies
The US boat sales market showed positive trends, with total sales surpassing 250,000 for the first time since 2008. Key segments such as main powerboats, ski and wave boats, and personal watercraft recorded notable increases. The Marine Retailer Sentiment Index also demonstrated optimism among dealers despite challenges like scarcity of used boats. Sailboat sales saw significant growth in new units sold, with moderate-sized sailboats leading the increase. A study highlighted different first-time boat buyer personas, emphasizing the role of boating participation in driving purchases.
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Presentation Transcript
Riding a Crest of Successful Sales o Statistical Surveys reported during April 2017 that 2016 US boat sales totaled 258,879, a 5.4% increase from 2015, and was the first time more than 250,000 boats were sold during one year since 2008. o A majority of those boats sold were in the main powerboat segment, totaling 169,121, with outboard fiberglass boats sales increasing 5.8%, aluminum pontoon boats, +9.4%, and aluminum fishing boats, +3.7%, the top three categories in the segment. o Ski and wave boats registered the highest increase for a single category, at 11.7%, while personal watercraft, which is not one of the primary powerboat segments, increased 7.6% to a total of 59,419.
A Bright Horizon for 2017 o May was the best month for boat sales during the first 5 months of 2017, increasing 8.5% in 23 states that represent approximately 56% of the total US boat market, and an increase of 3.3% year-to- date in the primary segments. o Leading the way were 11 50-foot fiberglass outboards, at +10.5%, followed by aluminum fishing boats, +9.8%, and aluminum pontoon boats, +7.5%; however, all 31 40-foot cruisers decreased 6.6% and all 41 65-foot yachts decreased 16.9%. o Personal watercraft registered a double- digit increase for the third consecutive month, at 12.8%, and +10.6%, for the first 5 months of 2017.
Dealers Like Their Course and Heading o The Marine Retailers Association of the Americas/Baird Marine Retailer Sentiment Index for April 2017 was 80, a slight one- point decline from March s 79, but 9 points more than April 2016 s index of 71. o Although the three-to-five-year outlook was unchanged from March to April, at 71, it was still 4 points greater than the index of 67 for April 2016. o Despite an optimistic current and future index, dealer challenges include a scarcity of used boats and savvy consumers who are better informed, and enter the buying process knowing what they want.
Sailboat Dealers Looking for a Fair Wind o The National Marine Manufacturers Association reported that 6,500 units of new sailboats were sold during 2016, a 16.1% increase from 2015, when units sold decreased 25.3%. o Brokerage sales of sailboats during Q1 2017, totaling 1,033, were essentially the same number as Q1 2016. Sales of moderate-sized sailboats of 12 to 19 feet increased 23.4%, and represented 63.9% of all new sailboats sold. o Brokerage sales of sailboats decreased 3% during April 2017, or a total of 457 units.
Adding to the Crew of First- Time Boat Buyers o A 2017 study from Grow Boating, titled First- Time Boat Buyer, found that boating participation is the primary driver of transforming someone into a first-time buyer. o The first three first-time buyer personas the study identified are Gear Guys, mostly young men interested in boat tech and specs; Merry Mates, who regard boating as a family activity; and Luxurious Leisurers, who consider a boat a status symbol. o The other three first-time buyer personas are Water Weekenders, who plan boat outings for family and friends; Seclusion Seekers, who view boating as an escape like hiking and camping; and Nautical Natives, who consider themselves boating experts.
Angling for Fun o A boat is a necessary for many fishing activities; but the 2016 Special Report on Fishing stated that 300,000 fewer Americans participated in fishing during 2015. Of all Americans 6 years of age and older, 45.7 million went fishin during 2015. o New fishing participants were primarily women, at 46.2%, compared to 34.4% for all female anglers, and children 6 12, with 38.7% new to the activity, compared to 14.7% of all fishing participants in this age group. o Unfortunately, women also accounted for a significant percentage of lost fishing participants, at 41.8%. A higher percentage of adults 45+ were also lost to fishing, at 43.7%, compared to 38.3% of all adults fishing in this age group.
Advertising Strategies o If your station is in one of the top 10 states, based on May 2017 boat sales, then show local dealers why TV advertising will help them maximize their opportunities, especially for reaching more of the population who could be convinced to become a boat owner. o Share the personas of first-time boat buyers with prospects and clients, and explain the broad range of programming your station offers to reach these consumer niches with custom messages. o If your sportscasts include a local fishing report, then that is an excellent sponsorship for local boat dealers. If your station doesn t provide this information, then recommend it to programming for a 13-week test, with an advertiser you ll land.
New Media Strategies o With more interest among women to fish, suggest dealers use Pinterest and create pins that displays fashion suggestions for boating and fishing. A dealer can possibly do this with a local women s clothing store that does or could offer these items. o Suggest to programming an on-air personality boating and/or fishing adventure, with a local dealer providing the boat. It s an opportunity to show station personalities in a different environment and it makes for perfect video footage online, and even during a broadcast. o Dealers may want to consider a series of Gear Guys videos that explains the tech and specs of new boats in an attempt to attract young men to boating. Post the videos primarily on Instagram and test them on LinkedIn.
