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Viewing report
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2004 Complete Waverider Study
Board-Trac
The Waveriding report reflects data collected from surveys conducted during the summer of 2004. The report includes participation patterns, demographics and cross over sport participation; brand preferences, purchasing behaviors and influences. Charts rank favored brands for each item studied by total sample plus gender, age and frequency of participation comparative analysis and trending comments are also included with each of the ‘top brands’ charts.
The brand preferences charts rank the top ten brands of surfboards, bodyboards, wetsuits, leashes, traction pads, waxes, T-shirts, board shorts, jeans, casual shorts, skate shoes, sandals, backpacks and sunglasses compiled from results of top-of-mind responses. The ‘top brands’ section is followed by average prices paid for each of item, number purchased per year, frequency of shopping, and types of stores where apparel and hardgoods are purchased. The influences charts rank the top 10 reasons for making a purchase; how they learn about new brands and what they typically do online.
GENDER, AGE AND PARTICIPATION PROFILE
Participation
This section outlines the demographic profile of the 2004 Waverider in graphs and charts that show gender, age and participation patterns charts followed by data tables covering these topics:
Surfing Participation by Gender and Age Group
Bodyboarding Participation by Gender and Age Group
Favored Wave Sport by Gender and Age Group
Length of Time Bodyboarding by Gender
Length of Time Surfing by Gender
Cross over Sport Participation Across Gender and Age Groups
Each of the charts include trend analysis points and data tables that include percentages of response for each topic.
HARDGOODS BRAND PREFERENCES AND PURCHASING BEHAVIORS
Where Surfboard are Purchased
Chart shows responses by gender with trend analysis points compare this year to previous years.
Top Surfboard Brands
Top ten brands ranked by percentage of total sample. Trend analysis points comparing this year to previous years plus gender and age comparisons.
Influences on Surfboard Purchase
Quality, Performance, Price, Style/Graphics or a Friend’s Recommendation influence purchase by percentage of total sample with trend analysis points comparing this year to previous years plus gender and age comparisons.
Frequency of Purchase – Shortboards
From every three to five years to once a year, chart shows frequency of purchase by percentage of total sample, gender and total sample age – 12-16, 17-20 21-24 and 25+.
Frequency of Purchase – Longboards
Every three to five years to once a year, chart shows frequency of purchase by percentage of total sample, gender and total sample age.
Top Wetsuit Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender and age comparisons.
Influences on Wetsuit Purchases
Quality, Performance, Price, Style or Brand Image influence purchase by percentage of total sample’s gender and age.
Type of Wetsuit Purchased
Three wet suit types shown by percentage of responses from total sample, gender and total sample age – 12-16, 17-20 21-24 and 25+. Trend analysis points compare this year to previous years.
Frequency of Purchasing Wetsuits
From every three to five years to once a year by total sample, gender and total sample age – 12-16, 17-20 21-24 and 25+. Trend analysis points compare this year to previous years.
Top Bodyboard Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years.
Top Leash Brands
Top ten brands ranked by percentage of total sample. Trend analysis point compares this year to previous years.
Top Traction Pad Brands
Top ten brands ranked by percentage of total sample. Trend analysis point compares this year to previous years.
Top Board Wax Brands
Top ten brands ranked by percentage of total sample. Trend analysis point compares this year to previous years.
Average Price Paid for Hardgoods: Wetsuits, Bodyboards, Shortboards and Longboards
Chart shows average price by active male and female waveriders and overall price average. Trend analysis points compare this year to previous years.
SOFTGOODS BRAND PREFERENCES AND PURCHASING BEHAVIOR
Top T-shirt Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Board Shorts Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Jeans Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Casual Shorts Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Skate Shoe Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Sandals Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Backpack Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Sunglasses Brands
Top ten brands ranked by percentage of total sample. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Average Price Paid for Apparel/Softgoods: T-shirts, Jeans, Skate Shoes, Sandals, Board Shorts, Backpacks, Sunglasses and Watches
Chart shows average price paid by male and female respondents and overall price average, monthly total spent on self and monthly total spent on clothes and shoes. Trend analysis points compare this year to previous years.
SHOPPING AND SPENDING BEHAVIORS
Average Price Paid
This chart lists softgoods and accessories items studied, average price paid, monthly spending on self, total spent by gender plus overall average spending for each item and analysis points.
Average Number Purchased Per Year
This chart lists softgoods and accessories items studied, number purchased per year by gender plus overall average with analysis points.
Frequency of Shopping for Clothes
From almost daily, every week, every two weeks, once a month to every three months and less often by gender with trend analysis point comparing this year to previous years.
Where Apparel/Softgoods are usually purchased
Skate or Surf shops to Sporting Goods Stores, Mall Stores, Outlet Stores and Department Stores or Mail Order by gender with trend analysis points.
Where Equipment/Hardgoods are usually purchased
Skate or Surf shops, Sporting Goods Stores or Mail Order by gender. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Top Ten Influences on Apparel Purchases: By total sample gender. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
Learning About New Brands
The top ten resources include Magazine Ads, Specialty Stores and Friends by gender plus data tables including total sample with segmentation of Females 12-16, 17-20, 21-24 and 25 +, Males 12-16, 17-20, 21-24 and 25 + by frequency of participation.
What They Typically Do Online
The top twelve various online activities by gender. Trend analysis points compare this year to previous years plus gender, age and frequency of participation comparisons.
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