NSAA BEGINNER CONVERSION STUDY OFFERS INSIGHTS INTO NEW SKIERS AND RIDERS
Know your audience. When it comes to attracting new skiers and riders, it helps to learn what they do and how they think. 7KHb16$$ %HJLQQHU &RQYHUVLRQ 6WXG\ 36Ζ$ $$6Ζ :LQWHU
The primary purpose of
seeks to do just that. the study
is to track the behavior of beginner skiers and snowboarders over time, providing insight into beginners’ behavior, the frequency of their participation, their intent to purchase equipment, and WKHLU PLJUDWLRQ SDWWHUQV WR GLffHUHQW UHVRUWV 36Ζ$ $$6Ζ ZDV D major industry supporter of the study for the 2015-16 season, an investment aimed at gaining a deeper understanding of beginners and their participation in lessons. A total of 11,001 survey responses were received from beginners in the 2015-16 season. A brief overview of the key fiQGLQJV IURP WKH VWXG\ LV SUHVHQWHG EHORZ DQG WKH IXOO UHSRUW
for 2015-16 is available at
TheSnowPros.org at
tiny.cc/ixekey. Q Respondents were generally young; most live in households ZLWK FKLOGUHQ 5RXJKO\ WZR LQ fiYH UHVSRQGHQWV
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are under the age of 35. An additional third (35 percent) are between the ages of 35 and 44, 16 percent are age 45 to 54, and 7 percent are age 55 or older.
Q Seventy percent of respondents skied during their visit to the ski area, and 30 percent snowboarded.
Q A majority of respondents – 83 percent -- rented their equipment (83 percent), while 16 percent indicated they own their gear.
Q Lesson participation was strong; most take group lessons. Eighty-nine percent of respondents reported that they or
their child took a lesson. Among those who took lessons, a strong majority (86 percent) took a group lesson, while 14 percent took a private lesson. Private lessons were typically short – 81 percent of respondents took a one- to two-hour or half-day lesson. In contrast, group lessons tended to last longer, with 66 percent of group lesson participants taking a one- to two-hour of half day lesson, 24 percent taking a full-day lesson, and 9 percent taking multi-day lessons.
Q Family/friends impact the decision on whether to take lesson. Among respondents who took a lesson, the factor WKDW PRVW SRVLWLYHO\ LQflXHQFHG WKHLU GHFLVLRQ ZDV WKH recommendation of family or a friend (45 percent). Conversely, among those who did not participate in a lesson, the top UHDVRQ FLWHG IRU QRW WDNLQJ D OHVVRQ ZDV D IULHQG RffHUHG WR teach them (34 percent).
Q Respondents had fun on their visit, with 69 percent of skiers and 73 percent of snowboarders providing a 9 or 10 rating on a 1-to-10, in which 1 is “not at all fun” and 10 is “exceptional fun.”
In other results, on a scale from 1 to 10, where 1 means “not at all likely” and 10 means “extremely likely,” beginners rated their likelihood to ski or snowboard again and return to the same resort again. Relatively large shares of both skiers (49 percent) and snowboarders (57 percent) indicated a high likelihood of VNLLQJ RU ULGLQJ DJDLQ WKDW VHDVRQ RffHULQJ D UDWLQJ RI RU Their outlook was even more positive for this coming season (67 percent of skiers, and 74 percent of snowboarders). Over half of both skiers (56 percent) and snowboarders (60 percent) surveyed said they are highly likely to continue the sport as a lifelong activity, rating it a 9 or 10 on a 10-point scale.
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