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Consumer Profile Study Results: All Results: All
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Consumer Profile StudyResults: AllResults: All
TABLE OF CONTENTS• Apparel, 3• Auto, 9• Beer/Wine, 15• Financial Services, 21• Travel Services, 27• Camcorders/Cameras, 33• Cell Phone, 39• Cell Phone Plan, 45• Computers, 51• Gaming, 57• Home Audio Visual Equipment, 63• MP3 Players, 69• Portable Audio/Headphones, 75• Insurance, 81• Liquor , 87• Luxury Goods, 93• Over the Counter Pain Medication, 99• Prescription Drugs, 105• Rental Cars, 111• Winter Tires, 117
APPAREL
Apparel Purchasers
Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months)
69% male
Median HHI: $105k
Mean HHI:$152k
93% attended college
Median age: 45
72% are employed
68% visit SKI/Skiing Websites to learn
about the latest ski gear and apparel
91% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on apparel
(in past 12 mos).
72%advanced/expert
skiing ability
82% have made overnight ski trips in past 12 mos
Mean number of ski trips past 12 mos: 3.7
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
57%Learn more about products, brands or services
48% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months)
SKI/Skiing Visits Drive Action
85%Sought or will seek out more information about a product/service
86% Visited or will visit a brand’s website
84%Made a purchase or would consider making a purchase decision
80%Visited a retailer or would consider visiting a retailer
77%Talk or will talk with a friend/ family member
62%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months)
91%SKI/Skiing is an objective, trustworthy, credible source.
72%SKI/Skiing provides all the information about skiing that I need
73%SKI/Skiing provides information about skiing I can’t find on other sites.
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
73% Read a news article
63% Read about a specific topic
50% Watched a video
40%Clicked on an ad for a brand I was interested in
29%Watched a slideshow
Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months)
AUTO
Auto Purchasers
72% male
Median HHI: $124.5k
Mean HHI:$180.7k
93% attended college
Mean age: 44
77% are employed
50% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on
automobiles (in past 12 mos).
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months)
71%advanced/expert
skiing ability
84% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.7
A Critical Resource for Active Buyers
76%Become aware of new products, brands or services
57%Learn more about products, brands or services
47% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months)
SKI/Skiing Visits Drive Action
84%Sought or will seek out more information about a product/service
85% Visited or will visit a brand’s website
83%Made a purchase or would consider making a purchase decision
80%Visited a retailer or would consider visiting a retailer
76%Talk or will talk with a friend/ family member
63%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months)
91%SKI/Skiing is an objective, trustworthy, credible source.
75%SKI/Skiing provides the information about skiing that I need.
75%SKI/Skiing provides information on skiing I can’t find on other sites.
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
72% Read a news article
62% Read about a specific topic
47% Watched a video
38%Clicked on an ad for a brand I was interested in
27%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months)
Beer/Wine
Beer/Wine Purchasers
69% male
Median HHI: $106k
Mean HHI:$150k
94% attended college
Mean age: 43.2
75% are employed
81% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on beer or
wine (in past 12 mos).
73%advanced/expert
skiing ability
82% have made overnight ski trips past 12 most
Mean number of ski trips past 12 mos: 3.7
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months)
A Critical Resource for Active Buyers
65%Become aware of new products, brands or services
56%Learn more about products, brands or services
48% Search for more information about a product or service
30%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months)
SKI/Skiing Visits Drive Action
86%Sought or will seek out more information about a product/service
87% Visited or will visit a brand’s website
85%Made a purchase or would consider making a purchase decision
81%Visited a retailer or would consider visiting a retailer
78%Talk or will talk with a friend/ family member
63%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months)
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
91%SKI/Skiing is an objective, trustworthy, credible source.
72%SKI/Skiing provides the information about skiing that I need.
74%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
73% Read a news article
63% Read about a specific topic
49% Watched a video
39%Clicked on an ad for a brand I was interested in
29%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months)
Financial Services
Financial Services Purchasers
74% male
Median HHI: $128k
Mean HHI:$200k
95% attended college
Mean age: 44
73% are employed
33% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on financial
services (in past 12 mos).
73%advanced/expert
skiing ability
82% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.7
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months)
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
58%Learn more about products, brands or services
52% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months)
SKI/Skiing Visits Drive Action
86%Sought or will seek out more information about a product/service
86% Visited or will visit a brand’s website
85%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
77%Talk or will talk with a friend/ family member
64%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months)
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
93%SKI/Skiing is an objective, trustworthy, credible source.
72%SKI/Skiing provides the information about skiing that I need.
74%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
70% Read a news article
63% Read about a specific topic
49% Watched a video
42%Clicked on an ad for a brand I was interested in
32%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months)
Travel Services
Travel Services Purchasers
69% male
Median HHI: $119k
Mean HHI:$170k
95% attended college
Mean age: 43
76% are employed
56% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on travel
services (in past 12 mos).
71%advanced/expert
skiing ability
85% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months)
54%Visit SKI/Skiing to
research recommended ski
resorts
A Critical Resource for Active Buyers
68%Become aware of new products, brands or services
63%Learn more about products, brands or services
51% Search for more information about a product or service
33%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months)
SKI/Skiing Visits Drive Action
88%Sought or will seek out more information about a product/service
89% Visited or will visit a brand’s website
87%Made a purchase or would consider making a purchase decision
85%Visited a retailer or would consider visiting a retailer
79%Talk or will talk with a friend/ family member
65%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months)
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
92%SKI/Skiing is an objective, trustworthy, credible source.
72%SKI/Skiing provides the information about skiing that I need.
74%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
76% Read a news article
66% Read about a specific topic
50% Watched a video
41%Clicked on an ad for a brand I was interested in
32%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months)
Camcorders/cameras
Camcorder/Camera Purchasers
71% male
Median HHI: $113k
Mean HHI:$164k
92% attended college
Mean age: 42 71% are
employed
54% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on
camcorders or cameras (in past 12 mos).
73%advanced/expert
skiing ability
83% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.9
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months)
70%Visit SKI/Skiing to learn about the latest ski gear
and apparel
A Critical Resource for Active Buyers
67%Become aware of new products, brands or services
58%Learn more about products, brands or services
48% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months)
SKI/Skiing Visits Drive Action
86%Sought or will seek out more information about a product/service
87% Visited or will visit a brand’s website
85%Made a purchase or would consider making a purchase decision
82%Visited a retailer or would consider visiting a retailer
79%Talk or will talk with a friend/ family member
64%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months)
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
94%SKI/Skiing is an objective, trustworthy, credible source.
77%SKI/Skiing provides the information about skiing that I need.
76%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
73% Read a news article
63% Read about a specific topic
52% Watched a video
40%Clicked on an ad for a brand I was interested in
31%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months)
Cellphones
Cell Phone Purchasers
69% male
Median HHI: $110k
Mean HHI:$159k
93% attended college
Mean age: 42
74% are employed
70% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on cell
phones (in past 12 mos).
71%advanced/expert
skiing ability
82% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months)
A Critical Resource for Active Buyers
65%Become aware of new products, brands or services
59%Learn more about products, brands or services
46% Search for more information about a product or service
32%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months)
SKI/Skiing Visits Drive Action
84%Sought or will seek out more information about a product/service
86% Visited or will visit a brand’s website
84%Made a purchase or would consider making a purchase decision
80%Visited a retailer or would consider visiting a retailer
77%Talk or will talk with a friend/ family member
73%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months)
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
92%SKI/Skiing is an objective, trustworthy, credible source.
75%SKI/Skiing provides the information about skiing that I need.
75%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
72% Read a news article
61% Read about a specific topic
51% Watched a video
39%Clicked on an ad for a brand I was interested in
28%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months)
Cell Phone Plans
Cell Phone Plan Purchasers
70% male
Median HHI: $108k
Mean HHI:$161k
93% attended college
Mean age: 42
74% are employed
52% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on cell
phone plans (in past 12 mos).
70%advanced/expert
skiing ability
81% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months)
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
59%Learn more about products, brands or services
46% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months)
SKI/Skiing Visits Drive Action
86%Sought or will seek out more information about a product/service
88% Visited or will visit a brand’s website
86%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
80%Talk or will talk with a friend/ family member
66%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months)
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
91%SKI/Skiing is an objective, trustworthy, credible source.
75%SKI/Skiing provides the information about skiing that I need.
75%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months)
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
73% Read a news article
61% Read about a specific topic
51% Watched a video
40%Clicked on an ad for a brand I was interested in
27%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months)
Computers
Computer Purchasers
69% male
Median HHI: $115k
Mean HHI:$168k
92% attended college
Mean age: 43
72% are employed
59% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on
computers (in past 12 mos).
70%advanced/expert
skiing ability
81% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months
A Critical Resource for Active Buyers
64%Become aware of new products, brands or services
58%Learn more about products, brands or services
46% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months
SKI/Skiing Visits Drive Action
84%Sought or will seek out more information about a product/service
87% Visited or will visit a brand’s website
83%Made a purchase or would consider making a purchase decision
80%Visited a retailer or would consider visiting a retailer
77%Talk or will talk with a friend/ family member
63%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
92%SKI/Skiing is an objective, trustworthy, credible source.
73%SKI/Skiing provides the information about skiing that I need.
76%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
71% Read a news article
62% Read about a specific topic
48% Watched a video
39%Clicked on an ad for a brand I was interested in
29%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months
Gaming
Gaming Purchasers
74% male
Median HHI: $109k
Mean HHI:$156k
87% attended college
Mean age: 37
27% are employed
25% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on gaming
(in past 12 mos).
69%advanced/expert
skiing ability
80% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.6
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months
A Critical Resource for Active Buyers
69%Become aware of new products, brands or services
62%Learn more about products, brands or services
50% Search for more information about a product or service
38%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months
SKI/Skiing Visits Drive Action
84%Sought or will seek out more information about a product/service
85% Visited or will visit a brand’s website
86%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
78%Talk or will talk with a friend/ family member
65%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
94%SKI/Skiing is an objective, trustworthy, credible source.
76%SKI/Skiing provides the information about skiing that I need.
78%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
75% Read a news article
65% Read about a specific topic
53% Watched a video
40%Clicked on an ad for a brand I was interested in
30%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months
Home Audio Visual Equipment
Home AV Equipment Purchasers
75% male
Median HHI: $120k
Mean HHI:$174k
92% attended college
Mean age: 43
74% are employed
43% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on home
audio visual equipment(in past 12 mos).
72%advanced/expert
skiing ability
83% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.9
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months
A Critical Resource for Active Buyers
68%Become aware of new products, brands or services
59%Learn more about products, brands or services
48% Search for more information about a product or service
33%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months
SKI/Skiing Visits Drive Action
87%Sought or will seek out more information about a product/service
87% Visited or will visit a brand’s website
86%Made a purchase or would consider making a purchase decision
82%Visited a retailer or would consider visiting a retailer
80%Talk or will talk with a friend/ family member
65%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
91%SKI/Skiing is an objective, trustworthy, credible source.
73%SKI/Skiing provides the information about skiing that I need.
74%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
75% Read a news article
64% Read about a specific topic
54% Watched a video
41%Clicked on an ad for a brand I was interested in
31%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months
MP3 Players
MP3 Player Purchasers
69% male
Median HHI: $123k
Mean HHI:$177k
90% attended college
Mean age: 40
74% are employed
48% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on MP3
players (in past 12 mos).
69%advanced/expert
skiing ability
81% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 4
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months
71%Visit SKI/Skiing to learn about the latest ski gear
and apparel
A Critical Resource for Active Buyers
67%Become aware of new products, brands or services
60%Learn more about products, brands or services
47% Search for more information about a product or service
35%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months
SKI/Skiing Visits Drive Action
86%Sought or will seek out more information about a product/service
87% Visited or will visit a brand’s website
86%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
82%Talk or will talk with a friend/ family member
68%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
92%SKI/Skiing is an objective, trustworthy, credible source.
75%SKI/Skiing provides the information about skiing that I need.
75%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
77% Read a news article
62% Read about a specific topic
58% Watched a video
44%Clicked on an ad for a brand I was interested in
33%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months
Portable Audio/Headphones
Portable Audio/Headphone Purchasers
71% male
Median HHI: $114k
Mean HHI:$165k
91% attended college
Mean age: 40
71% are employed
48% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on MP3
players (in past 12 mos).
73%advanced/expert
skiing ability
82% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months
70%Visit SKI/Skiing to learn about the latest ski gear
and apparel
A Critical Resource for Active Buyers
68%Become aware of new products, brands or services
60%Learn more about products, brands or services
48% Search for more information about a product or service
34%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months
SKI/Skiing Visits Drive Action
87%Sought or will seek out more information about a product/service
89% Visited or will visit a brand’s website
87%Made a purchase or would consider making a purchase decision
84%Visited a retailer or would consider visiting a retailer
81%Talk or will talk with a friend/ family member
67%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
92%SKI/Skiing is an objective, trustworthy, credible source.
73%SKI/Skiing provides the information about skiing that I need.
74%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
77% Read a news article
66% Read about a specific topic
54% Watched a video
43%Clicked on an ad for a brand I was interested in
33%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months
Insurance
Insurance Purchasers
71% male
Median HHI: $106k
Mean HHI:$154k
94% attended college
Mean age: 44
75% are employed
57% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on
insurance (in past 12 mos).
73%advanced/expert
skiing ability
82% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
58%Learn more about products, brands or services
50% Search for more information about a product or service
32%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months
SKI/Skiing Visits Drive Action
87%Sought or will seek out more information about a product/service
88% Visited or will visit a brand’s website
86%Made a purchase or would consider making a purchase decision
82%Visited a retailer or would consider visiting a retailer
79%Talk or will talk with a friend/ family member
63%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
91%SKI/Skiing is an objective, trustworthy, credible source.
70%SKI/Skiing provides the information about skiing that I need.
71%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
74% Read a news article
64% Read about a specific topic
49% Watched a video
40%Clicked on an ad for a brand I was interested in
32%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months
Liquor
Liquor Purchasers
69% male
Median HHI: $107k
Mean HHI:$153k
95% attended college
Mean age: 43
75% are employed
71% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on liquor (in
past 12 mos).
73%advanced/expert
skiing ability
83% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
58%Learn more about products, brands or services
48% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months
SKI/Skiing Visits Drive Action
87%Sought or will seek out more information about a product/service
88% Visited or will visit a brand’s website
86%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
79%Talk or will talk with a friend/ family member
65%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
91%SKI/Skiing is an objective, trustworthy, credible source.
72%SKI/Skiing provides the information about skiing that I need.
73%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
74% Read a news article
63% Read about a specific topic
51% Watched a video
39%Clicked on an ad for a brand I was interested in
31%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months
Luxury Goods
Luxury Goods Purchasers
65% male
Median HHI: $122k
Mean HHI:$k185
93% attended college
Mean age: 42
75% are employed
39% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on luxury
goods (in past 12 mos).
69%advanced/expert
skiing ability
85% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.9
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months
70%Visit SKI/Skiing to learn about the latest ski gear
and apparel
A Critical Resource for Active Buyers
68%Become aware of new products, brands or services
63%Learn more about products, brands or services
49% Search for more information about a product or service
37%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months
SKI/Skiing Visits Drive Action
86%Sought or will seek out more information about a product/service
88% Visited or will visit a brand’s website
87%Made a purchase or would consider making a purchase decision
84%Visited a retailer or would consider visiting a retailer
81%Talk or will talk with a friend/ family member
69%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
94%SKI/Skiing is an objective, trustworthy, credible source.
77%SKI/Skiing provides the information about skiing that I need.
79%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
74% Read a news article
63% Read about a specific topic
52% Watched a video
45%Clicked on an ad for a brand I was interested in
32%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months
OTC Pain Medication
OTC Pain Medication Purchasers
69% male
Median HHI: $114k
Mean HHI:$160k
95% attended college
Mean age: 45
74% are employed
57% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on OTC Pain
Medication (in past 12 mos).
72%advanced/expert
skiing ability
82% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
59%Learn more about products, brands or services
51% Search for more information about a product or service
33%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months
SKI/Skiing Visits Drive Action
90%Sought or will seek out more information about a product/service
89% Visited or will visit a brand’s website
87%Made a purchase or would consider making a purchase decision
84%Visited a retailer or would consider visiting a retailer
80%Talk or will talk with a friend/ family member
64%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
91%SKI/Skiing is an objective, trustworthy, credible source.
71%SKI/Skiing provides the information about skiing that I need.
72%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
75% Read a news article
66% Read about a specific topic
48% Watched a video
42%Clicked on an ad for a brand I was interested in
32%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months
Prescription Drugs
Prescription Drug Purchasers
67% male
Median HHI: $112k
Mean HHI:$157k
94% attended college
Mean age: 45
72% are employed
61% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on
prescription drugs (in past 12 mos).
70%advanced/expert
skiing ability
82% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.7
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months
A Critical Resource for Active Buyers
67%Become aware of new products, brands or services
58%Learn more about products, brands or services
48% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months
SKI/Skiing Visits Drive Action
87%Sought or will seek out more information about a product/service
88% Visited or will visit a brand’s website
85%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
78%Talk or will talk with a friend/ family member
63%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
92%SKI/Skiing is an objective, trustworthy, credible source.
73%SKI/Skiing provides the information about skiing that I need.
73%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
74% Read a news article
64% Read about a specific topic
49% Watched a video
41%Clicked on an ad for a brand I was interested in
30%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months
Rental Cars
Rental Car Service Purchasers
74% male
Median HHI: $127k
Mean HHI:$178k
95% attended college
Mean age: 45
79% are employed
52% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on rental car
services (in past 12 mos).
72%advanced/expert
skiing ability
88% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 3.8
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
59%Learn more about products, brands or services
50% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months
SKI/Skiing Visits Drive Action
87%Sought or will seek out more information about a product/service
88% Visited or will visit a brand’s website
86%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
78%Talk or will talk with a friend/ family member
64%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
91%SKI/Skiing is an objective, trustworthy, credible source.
71%SKI/Skiing provides the information about skiing that I need.
73%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
74% Read a news article
65% Read about a specific topic
49% Watched a video
40%Clicked on an ad for a brand I was interested in
31%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months
Winter Tires
Winter Tire Purchasers
68% male
Median HHI: $109k
Mean HHI:$152k
92% attended college
Mean age: 43
73% are employed
42% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on winter
tires (in past 12 mos).
77%advanced/expert
skiing ability
83% have made overnight ski trips past 12 mos
Mean number of ski trips past 12 mos: 4
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months
A Critical Resource for Active Buyers
66%Become aware of new products, brands or services
55%Learn more about products, brands or services
46% Search for more information about a product or service
31%Make a decision on which brands, services or products to buy and use
Q: As a result of seeing information or advertising on SKI/Skiing websites did you….
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months
SKI/Skiing Visits Drive Action
86%Sought or will seek out more information about a product/service
87% Visited or will visit a brand’s website
84%Made a purchase or would consider making a purchase decision
83%Visited a retailer or would consider visiting a retailer
81%Talk or will talk with a friend/ family member
66%Switched brands or would consider switching brands
Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites?
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months
Trust Drives Consumer Behavior
Q: How strongly do you agree with each of the following statements about SKI/Skiing websites?
92%SKI/Skiing is an objective, trustworthy, credible source.
73%SKI/Skiing provides the information about skiing that I need.
76%SKI/Skiing provides information on skiing I can’t find on other sites.
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months
Editorial Content Engages Consumers
Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits?
72% Read a news article
61% Read about a specific topic
52% Watched a video
39%Clicked on an ad for a brand I was interested in
30%Watched a slideshow
Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months
