Page 1 Walk Through the 2011 Recreational Boating Statistical Abstract Section 1 Boating Population...

Walk Through the 2011 Recreational Boating

Statistical AbstractSection 1 Boating Population

1. Participation Estimates

2. 2011 Participation Study Results

3. 2011 Boat Owner Study Results

Section 2 Economic Factoids

Section 3 Retail Market

Section 4 Pre-owned Market

Walk Through the 2011 Recreational Boating

Statistical Abstract Continued

Section 5 Marine Expenditures

Section 6 2010 U.S. Boat Registrations

Section 7 Imports/Exports

Sections 8 to 17 Outboard Engine and Boat Sales by Category

Section 18 NEW Accessory Study Results

Webinar PresentationJune 28, 2012

2011 Recreational Boating Statistical AbstractAccessory Market Study

• This study is designed to investigate accessory purchase behaviors of new and pre-owned boat buyers both before and after boat delivery, including how consumers become aware of available accessories for their boats, and the role accessories play in choice of a dealer, broker or retailer.

• Among all boat owners, including existing owners (more than 18 months of ownership) report all 2011 accessory purchases by category.

• Document whether specific category purchases were add on, repair / replacements, or upgrades

• Examine seasonal buying patterns for add on, repair or replacements and upgrade purchases

• Document where purchases were made and who performed installation

• Compare 2011 accessory spending to 2010, as well as anticipated 2012 spending

Study Objectives

Study Methodology and SamplingSource Data / Methodology Summary

• Nationally representative sample of 3,000 boat owners

• Surveys conducted November, 2011

• All respondents screened for sensitive occupations, boat decision maker and current recreational boat ownership

• Survey conducted via Internet web panel research

• Data weighted using NMMA-provided share data: 90% of all boats in operation are existing (bought > 18 mo), 8% are purchased used, 2% purchased new.

• Respondents exposed to 20 categories of accessories with examples included for each category.

Boat Segment Un-weighted Sample

Purchased New (last 18 mo.) 892

Purchased Pre-owned (last 18 mo.) 1100

Existing owner (more than 18 mo) 1008

Total 3,000

Boat Segment Un-weighted Sample

Aluminum Outboards 1047

Fiberglass Outboards 1050

Sterndrive Boats 313

Inboard Boats 450

Sailboats 19ft.+ 140

Total 3,000

Boat Accessory Categories

Boat Owner Statistics

Owner profile Summary

• Age range 18 – 82. Average age was 41 for new buyers, 44 for pre-owned buyers and 55 for existing owners

• Gender: 55% male for new buyers, 42% male for pre-owned buyers and 50% for existing owners

• Household recreational boat ownership: 1.6 boats for new buyers, 1.5 for pre-owned buyers and 1.4 for existing owners

• 88 brands of boats and 35 brands of motors represented

• Ethnicity: 90% Caucasian, 3% African American, 3% Hispanic, 2% Asian, 2% Other

• Other demographics recorded: Marital status, Education level, Employment status and Household income

• State of residence: all 50 states represented

Purchased Boat From…Individual, Dealer, Broker

Other Retailer, 3%

Dealer, 45%

Broker, 3%

Individual, 49%

Total Owners

49%

56%

38%43%

52%

46%38%

56%50%

25%

1% 2% 4% 6%

24%

4% 4% 2% 1%

Aluminum o/b Fiberglass o/b Stearn Drive Inboard Sail boat

Individual Dealer Broker Other Retailer

Owners by Boat Type

Accessories Before Boat Delivery

No, 33%

Yes, 67%

No, 56%Yes, 45%

Purchased Pre-owned

Purchased New

Sources of Awareness of Accessories Available44%

19%

27%

22%

17%

30%

15%

22%

17%

27%

5%

4%

27%

35%

12%

12%

18%

13%

9%

17%

13%

17%

3%

4%

Salesperson

Prior Experience

Display at dealership /retailer

Boat show

Saw on other boats

Boat brochure

Magazine

Friends / relatives

Aftermarket catalog

Website / internet

Newspaper

Television

Purchased New

Purchased Pre-owned

Added Accessories before delivery

How much did accessories influence your choice of the dealer, retailer or broker you purchased from (excludes purchased from individual)

Accessories Influence Dealer or Retailer Choice

15%

18%

28%

30%

26%

11%

10%

4%

Purchased New

Purchased Pre-owned

Minimal Influence Partial Influence Moderate Influence Complete Influence

36%

15%

Accessories drive dealer selection

Timing of Initial Accessory Sales…First 6 Months

5-6 months,

4%

Did not buy in first 6

months, 17%

1-2 months,

34%

3-4 months,

10%

Within 1 month,

36%

Purchased Pre-ownedPurchased New

5-6 months,

3%

Did not buy in first 6

months, 30%

1-2 months,

23%

3-4 months,

10%

Within 1 month,

38%

Within the first 6 months after delivery did you purchase any new accessories for your boat? If so when?

First two months after delivery is prime time to market accessories

% of Owners Who Purchased Accessories in 2011

92%86%

74%84%

68%75%

Total Owners Purchased New Purchased Pre-owned

Existing owner Owned 18 to 48mo.

Owned over 48 mo.

% of owners who purchased one or more categories of accessories for their boat in 2011

3 out of 4 owners purchased accessories in 2011

After 4 years of ownership accessory buying continues

Owner Spending on Accessories in 2011

$2,077

$1,037

$764$627

$810

$1,035$1,113

$1,265

$821

TotalOwners

PurchasedNew

PurchasedPre-owned

Existing Owners

Aluminumo/b

Fiberglasso/b

Stearn Drive Inboard Sail boat

Among those who purchased one or more accessory -- how much did you spend on accessories in 2011? (excluding installation and labor)

New buyers are big spenders but don’t ignore Pre-owned buyers, or the existing owners (who represent the largest share of all owners)

What They Bought in 2011

38%

27% 27%

7%

25%

36%

49%

Which of the following categories of accessories did you purchase for your boat in 2011? All owners (multi mention)

What They Bought in 2011Which of the following categories of accessories did you purchase for your boat in 2011? By owners group (multi mention)

67%

62%

47%

58%

47%

36%

31%

44%

36%

41%

26%

41%

38%

26%

16%

10%

6%

8%

15%

26%

37%

Purchased New

Purchased Pre-owned

Existing owner

Safety, galley, watersports, covers Electronics, navigation, lightsMaintenance & repair Anchoring, mooring, dockside equip.

Fishing, seating bolt on hardware Heating, cooling, plumbingNone

29%

25%

24%

24%

18%

16%

16%

15%

14%

14%

12%

11%

10%

8%

6%

6%

5%

4%

3%

2%

Safety

Boat maint. & repair

Engine maint. & repair

Anchoring / mooring

Covers & tops

Navigation electronics

Trailering

Fishing hardware bolt on

Watersports

Electrical panels

Seating

Lighting

Entertainment electronics

Bolt on hardware

Dock install / dockside equip.

Plumbing / water systems

Navigation instruments

Gauges

Galley equipment

Heating / cooling

Total - All owners

What They Bought in 2011

Which of the following categories of accessories did you purchase for your boat in 2011? All owners (multi mention)

New buyers purchased an average of 4 categories, pre-owned 3.7 and existing owners 2.5 categories

Repair / replacement items, 17%

Add on items, 55%

Upgrades, 28%

Share of Spending …Add-ons, Repairs, Upgrades


Add on items, 37%Upgrades,

23%



22%

Purchased Pre-ownedPurchased New Existing owner(19-48 mo.)

What percent of the amount spent in 2011 was for add on items, repair or replacement items and upgrades?



15%

Existing owner(48+ mo.)

Add on items continue through ownership cycle while repair and replacement parts grow

When Do Owners Buy?

5%

6%

6%

42%

36%

36%

19%

16%

19%

3%

4%

35%

39%

39%

8%

Add on purchases

Repair / maintenanceitems

Upgrade purchases

Winter Spring Summer Fall Any time / as required

In general is there a particular time of the year you tend to make purchases that are:

21%

14%

27%

13%

11%

19%

52%

12%

19%

1%

36%

31%

39%

30%

15%

15%

8%

14%

5%

2%

3%

3%

29%

30%

25%

26%

19%

14%

13%

9%

4%

4%

1%

2%

Outdoor store (Cabella's,Bass Pro)

Mass merchant (Wallmart)

Website / internet

Marine specialty store(West Marine)

Other boat dealership

Aftermarket catalog

Dealership where boatpurchased

Marina

Boat show

Local hardware store

Individual / second hand

Other

Purchased new

Purchased pre-owned

Existing owner

Where Do They Buy Accessories?

Where did you purchase these boat accessories in 2011?

Dealers / boat shows get first opportunity among new boats only

Retailer, 3%

None required, 5%

Marina, 6%

Friend / relative, 16%

Yourself, 75%Dealer, 12%

Retailer, 5%

None required, 3%

Marina, 8%


Yourself, 57%

Dealer, 40%

Who Did The Installation?

Purchased Pre-ownedPurchased New Existing Owner

Who did the installation for any accessories you purchased? (multi mention)

Retailer, 3%

None required, 4%

Marina, 8%


Yourself, 78%

Dealer, 8%

As accessory purchases shift to outdoor stores and retailers installation shifts to owner – missed opportunity for marinas??

Satisfaction With Installation

81%

74%

81%

79%

72%

91%

82%

88%

88%

Purchasednew

PurchasedPre-owned

Existingowner

Purchasednew

PurchasedPre-owned

Existingowner

Purchasednew

PurchasedPre-owned

Existingowner

Top 2 box satisfaction rating

Installed by dealer

Installed by retailer

Installed by marina

How satisfied were you overall with the installation performed by …

2011 Versus 2010 Spending

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

Total Alum.Oatboard

Fiberglassoutboard

Sterndrive Inboard Sailboat

Net percent of owners that spent more / less in 2011

A net of 1.1% reported spending more in 2011

Spent the same ,

36%

Spent less in

2011, 32%Spent

more in 2011, 33%

Anticipated 2012 Spending

-25.0%

-20.0%

-15.0%

-10.0%

-5.0%

0.0%Total Alum.

OatboardFiberglassoutboard

Sterndrive Inboard Sailboat

Net percent of owners that expect to spend more / less in 2012

A net of 18.3% anticipate spending less in 2012

For some, need for repairs may not be anticipated??

Will spend the

same , 42%

Expect less in

2012, 38%

Expect more in

2012, 20%

Estimated Total Spending on Accessories in 2011

$598

Average spending on accessories allpre-owned and existing owners

Mechanically propelled boat owners including those who did not purchase accessories in 2011

The total accessory market estimate for mechanically propelled boats is nearly $4B for replacement / upgrade parts and over $2B for upgrades.

X 10.4 million = $3.98 billion boats (Replacement / upgrades)

$2.21 Billion (Add on items)

1. Boating accessories are an integral part of the boat ownership process, both before and after the purchase process.

• Dealership / retailer selection is influenced by accessories available

2. During 2011, 75% of all boat owners purchased one or more accessories within the 20 categories.

3. Average spending (among those who did purchase) was $821.

4. Most popular accessories include: safety, boat maintenance & repair, engine maintenance & repair, anchoring & mooring and covers & tops.

5. Among new boat buyers, the selling dealership has a decided advantage over other accessory retailers.

6. Among pre-owned buyers and existing owners, outdoor stores, mass merchandisers, the internet and marine specialty stores are top accessory retailers.

7. Owners report accessory spending was about the same as 2010. 62% expect to spend the same or more in in 2012, 38% expect to spend less.

Top Line Findings Summary

More Details Inside

2011 Statistical Abstract –now available

Buying Behaviors:

By ownership type, boat type, when purchased, gender and amount spent.

Product Category Results:

By ownership type, boat type, when purchased, gender and amount spent

Product Category Results Cross Tabulation:

When purchasing one category what other category purchases most often occur?

2011 Accessory Spending:

By ownership type, boat type, when purchased, gender and amount spent

Accessory buyer Demographics:

By ownership type, boat type, when purchased, and amount spent

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