Annual Preview
TWENTY PRE V IEW
A collection of cool stuff to make your dive experiences more memorable than ever
N 18
ew year. New gear. Yes, it’s that time again. Lots of new stuff coming on the market and DIVER, ever dutiful, presents this collection for your information and as a guide for all those looking
to update, add-on, make a fi rst time purchase, of just window shop. As ever, the industry has kept its watchful eye on dive consumer buying patterns and presents lots of options, from the new and innovative to the tried and true. Updates, modifi cations and redesigns refl ect the practical and the aesthetic, including welcomed splashes of colour, for instance. We like black, but hey.... Much of this new gear was showcased
Magazine
at the November Diving Equipment and Marketing Association (DEMA) annual trade show where Executive Director Tom Ingram presented research fi ndings that help delineate today’s dive population with more precision. For instance, the diver buying gear (hard goods) these days, the research suggests, is 78 percent male, 22 percent female, a statistic more readily understood knowing that the research also found open water divers are 65 percent male and 35 percent female.
The most active consumer is between the ages of 46 and 55 with the next group even older at 56 to 65. The 36 to 45 year olds rank third. Younger demographic groups, from 18 through 35, brought up the rear. If these numbers suggest diving
is not attracting younger generations then we’ve got a job to do.
Undoubtedly, earning power is a factor in the equation. And as for household income, far and away the segment spending the most is in the $100,000 to $150,000 bracket. Right behind is the group pulling in household income between $50,000 and $100,000. Third are folks earning $150,000 plus and only then do the $15,000 to $50,000 earners enter the equation. It’s noteworthy that 59 per cent of consumers polled are college grads, a whopping 92 percent of which own their own homes, and of which 75 percent are married, 53 percent with kids under 17. But they’re only numbers. Enjoy!
FOURTEEN DIVE GEAR
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