2005-06 Complete Waverider Study

Board-Trac, January 2005

Waveriding 2005 explores surfer and bodyboarder trends that have been developing since 2001 and are prominent in 2005. It provides an in-depth analysis of purchasing habits, brand preferences, and lifestyle attitudes. This report focuses on sample demographics and four key sections: 1) The Waverider, 2) Hardgoods Preferences, 3) Softgoods Preferences, and 4) Lifestyle Influences.

The Hardgoods and Softgoods sections of this report illustrate how sports and leisure-time activities influence the spending habits of surfers on apparel, footwear, and accessories. Information garnered by the author includes brand preferences as related to sport-specific hardgoods, T-shirts, shorts, jeans, shoes, sunglasses, and watches. This study highlights the brands that are favored by surfers as well as how much they are willing to spend on specific items.

The Lifestyle Influences section can be used as a guide to determine when and how to reach this consumer through media, promotions, and/or cross-promotions with other companies. This section explores what the participants do when they are not surfing or bodyboarding such as: other sports they play, music they listen to, magazines they read, favorite electronics, what they like to eat and drink, and online trends.

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