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Consumer Profile Study Results: All
TABLE OF CONTENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
APPAREL
Apparel Purchasers Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel  in past 12 months) 69% male Median HHI: $105k Mean HHI: $152k 93% attended college Median age: 45 72% are employed 68% visit SKI/Skiing Websites to learn about the latest ski gear and apparel 91% of  of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on apparel (in past 12 mos).   72% advanced/expert skiing ability 82%  have made overnight ski trips in past 12 mos Mean number of ski trips past 12 mos:  3.7
A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel  in past 12 months) Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 48% Learn more about products, brands or services 57% Become aware of new products, brands or services 66%
SKI/Skiing Visits    Drive Action Q: What  actions  have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel  in past 12 months) Visited or will visit a brand’s website 86% Made a purchase or would consider making a purchase decision 84% Sought or will seek out more information about a product/service 85% 62% 77% 80% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands

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All ski skiing_cps

  • 1. Consumer Profile Study Results: All
  • 2.
  • 4. Apparel Purchasers Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months) 69% male Median HHI: $105k Mean HHI: $152k 93% attended college Median age: 45 72% are employed 68% visit SKI/Skiing Websites to learn about the latest ski gear and apparel 91% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on apparel (in past 12 mos). 72% advanced/expert skiing ability 82% have made overnight ski trips in past 12 mos Mean number of ski trips past 12 mos: 3.7
  • 5. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months) Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 48% Learn more about products, brands or services 57% Become aware of new products, brands or services 66%
  • 6. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months) Visited or will visit a brand’s website 86% Made a purchase or would consider making a purchase decision 84% Sought or will seek out more information about a product/service 85% 62% 77% 80% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 7. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months) SKI/Skiing provides all the information about skiing that I need 72% SKI/Skiing is an objective, trustworthy, credible source. 91% 73% SKI/Skiing provides information about skiing I can’t find on other sites.
  • 8. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: Ski/Skiing Consumer Profile Study, November 2009; n= 1,839 Purchased apparel in past 12 months) 29% 40% 50% 63% 73% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 10. Auto Purchasers 72% male Median HHI: $124.5k Mean HHI: $180.7k 93% attended college Mean age: 44 77% are employed 50% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on automobiles (in past 12 mos). Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months) 71% advanced/expert skiing ability 84% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.7
  • 11. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months) Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 47% Learn more about products, brands or services 57% Become aware of new products, brands or services 76%
  • 12. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months) Visited or will visit a brand’s website 85% Made a purchase or would consider making a purchase decision 83% Sought or will seek out more information about a product/service 84% 63% 76% 80% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 13. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months) SKI/Skiing provides the information about skiing that I need. 75% SKI/Skiing is an objective, trustworthy, credible source. 91% 75% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 14. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 527 Purchased an automobile in past 12 months) 27% 38% 47% 62% 72% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 16. Beer/Wine Purchasers 69% male Median HHI: $106k Mean HHI: $150k 94% attended college Mean age: 43.2 75% are employed 81% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on beer or wine (in past 12 mos) . 73% advanced/expert skiing ability 82% have made overnight ski trips past 12 most Mean number of ski trips past 12 mos: 3.7 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months)
  • 17. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months) Make a decision on which brands, services or products to buy and use 30% Search for more information about a product or service 48% Learn more about products, brands or services 56% Become aware of new products, brands or services 65%
  • 18. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months) Visited or will visit a brand’s website 87% Made a purchase or would consider making a purchase decision 85% Sought or will seek out more information about a product/service 86% 63% 78% 81% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 19. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months) SKI/Skiing provides the information about skiing that I need. 72% SKI/Skiing is an objective, trustworthy, credible source. 91% 74% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 20. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1,691 Purchased beer or wine in past 12 months) 29% 39% 49% 63% 73% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 22. Financial Services Purchasers 74% male Median HHI: $128k Mean HHI: $200k 95% attended college Mean age: 44 73% are employed 33% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on financial services (in past 12 mos) . 73% advanced/expert skiing ability 82% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.7 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months)
  • 23. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months) Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 52% Learn more about products, brands or services 58% Become aware of new products, brands or services 66%
  • 24. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months) Visited or will visit a brand’s website 86% Made a purchase or would consider making a purchase decision 85% Sought or will seek out more information about a product/service 86% 64% 77% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 25. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months) SKI/Skiing provides the information about skiing that I need. 72% SKI/Skiing is an objective, trustworthy, credible source. 93% 74% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 26. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 441 Purchased financial services in past 12 months) 32% 42% 49% 63% 70% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 28. Travel Services Purchasers 69% male Median HHI: $119k Mean HHI: $170k 95% attended college Mean age: 43 76% are employed 56% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on travel services (in past 12 mos) . 71% advanced/expert skiing ability 85% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months) 54% Visit SKI/Skiing to research recommended ski resorts
  • 29. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months) Make a decision on which brands, services or products to buy and use 33% Search for more information about a product or service 51% Learn more about products, brands or services 63% Become aware of new products, brands or services 68%
  • 30. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months) Visited or will visit a brand’s website 89% Made a purchase or would consider making a purchase decision 87% Sought or will seek out more information about a product/service 88% 65% 79% 85% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 31. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months) SKI/Skiing provides the information about skiing that I need. 72% SKI/Skiing is an objective, trustworthy, credible source. 92% 74% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 32. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 983 Purchased travel services in past 12 months) 32% 41% 50% 66% 76% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 34. Camcorder/Camera Purchasers 71% male Median HHI: $113k Mean HHI: $164k 92% attended college Mean age: 42 71% are employed 54% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on camcorders or cameras (in past 12 mos) . 73% advanced/expert skiing ability 83% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.9 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months) 70% Visit SKI/Skiing to learn about the latest ski gear and apparel
  • 35. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months) Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 48% Learn more about products, brands or services 58% Become aware of new products, brands or services 67%
  • 36. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months) Visited or will visit a brand’s website 87% Made a purchase or would consider making a purchase decision 85% Sought or will seek out more information about a product/service 86% 64% 79% 82% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 37. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months) SKI/Skiing provides the information about skiing that I need. 77% SKI/Skiing is an objective, trustworthy, credible source. 94% 76% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 38. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 742 Purchased camcorder or camera in past 12 months) 31% 40% 52% 63% 73% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 40. Cell Phone Purchasers 69% male Median HHI: $110k Mean HHI: $159k 93% attended college Mean age: 42 74% are employed 70% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on cell phones (in past 12 mos) . 71% advanced/expert skiing ability 82% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months)
  • 41. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months) Make a decision on which brands, services or products to buy and use 32% Search for more information about a product or service 46% Learn more about products, brands or services 59% Become aware of new products, brands or services 65%
  • 42. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months) Visited or will visit a brand’s website 86% Made a purchase or would consider making a purchase decision 84% Sought or will seek out more information about a product/service 84% 73% 77% 80% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 43. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months) SKI/Skiing provides the information about skiing that I need. 75% SKI/Skiing is an objective, trustworthy, credible source. 92% 75% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 44. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1123 Purchased cell phone in past 12 months) 28% 39% 51% 61% 72% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 46. Cell Phone Plan Purchasers 70% male Median HHI: $108k Mean HHI: $161k 93% attended college Mean age: 42 74% are employed 52% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on cell phone plans (in past 12 mos) . 70% advanced/expert skiing ability 81% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months)
  • 47. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months) Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 46% Learn more about products, brands or services 59% Become aware of new products, brands or services 66%
  • 48. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months) Visited or will visit a brand’s website 88% Made a purchase or would consider making a purchase decision 86% Sought or will seek out more information about a product/service 86% 66% 80% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 49. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months) SKI/Skiing provides the information about skiing that I need. 75% SKI/Skiing is an objective, trustworthy, credible source. 91% 75% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 50. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 796 Purchased cell phone plan in past 12 months) 27% 40% 51% 61% 73% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 52. Computer Purchasers 69% male Median HHI: $115k Mean HHI: $168k 92% attended college Mean age: 43 72% are employed 59% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on computers (in past 12 mos) . 70% advanced/expert skiing ability 81% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months
  • 53. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 46% Learn more about products, brands or services 58% Become aware of new products, brands or services 64%
  • 54. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months Visited or will visit a brand’s website 87% Made a purchase or would consider making a purchase decision 83% Sought or will seek out more information about a product/service 84% 63% 77% 80% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 55. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months SKI/Skiing provides the information about skiing that I need. 73% SKI/Skiing is an objective, trustworthy, credible source. 92% 76% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 56. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 803 Purchased computer in past 12 months 29% 39% 48% 62% 71% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 58. Gaming Purchasers 74% male Median HHI: $109k Mean HHI: $156k 87% attended college Mean age: 37 27% are employed 25% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on gaming (in past 12 mos) . 69% advanced/expert skiing ability 80% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.6 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months
  • 59. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months Make a decision on which brands, services or products to buy and use 38% Search for more information about a product or service 50% Learn more about products, brands or services 62% Become aware of new products, brands or services 69%
  • 60. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months Visited or will visit a brand’s website 85% Made a purchase or would consider making a purchase decision 86% Sought or will seek out more information about a product/service 84% 65% 78% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 61. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months SKI/Skiing provides the information about skiing that I need. 76% SKI/Skiing is an objective, trustworthy, credible source. 94% 78% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 62. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 409 Purchased game or game-related product in past 12 months 30% 40% 53% 65% 75% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 63. Home Audio Visual Equipment
  • 64. Home AV Equipment Purchasers 75% male Median HHI: $120k Mean HHI: $174k 92% attended college Mean age: 43 74% are employed 43% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on home audio visual equipment(in past 12 mos) . 72% advanced/expert skiing ability 83% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.9 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months
  • 65. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months Make a decision on which brands, services or products to buy and use 33% Search for more information about a product or service 48% Learn more about products, brands or services 59% Become aware of new products, brands or services 68%
  • 66. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months Visited or will visit a brand’s website 87% Made a purchase or would consider making a purchase decision 86% Sought or will seek out more information about a product/service 87% 65% 80% 82% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 67. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months SKI/Skiing provides the information about skiing that I need. 73% SKI/Skiing is an objective, trustworthy, credible source. 91% 74% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 68. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 599 Purchased home AV equipment in past 12 months 31% 41% 54% 64% 75% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 70. MP3 Player Purchasers 69% male Median HHI: $123k Mean HHI: $177k 90% attended college Mean age: 40 74% are employed 48% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on MP3 players (in past 12 mos) . 69% advanced/expert skiing ability 81% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 4 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months 71% Visit SKI/Skiing to learn about the latest ski gear and apparel
  • 71. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months Make a decision on which brands, services or products to buy and use 35% Search for more information about a product or service 47% Learn more about products, brands or services 60% Become aware of new products, brands or services 67%
  • 72. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months Visited or will visit a brand’s website 87% Made a purchase or would consider making a purchase decision 86% Sought or will seek out more information about a product/service 86% 68% 82% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 73. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months SKI/Skiing provides the information about skiing that I need. 75% SKI/Skiing is an objective, trustworthy, credible source. 92% 75% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 74. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 733 Purchased MP3 player in past 12 months 33% 44% 58% 62% 77% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 76. Portable Audio/Headphone Purchasers 71% male Median HHI: $114k Mean HHI: $165k 91% attended college Mean age: 40 71% are employed 48% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on MP3 players (in past 12 mos) . 73% advanced/expert skiing ability 82% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months 70% Visit SKI/Skiing to learn about the latest ski gear and apparel
  • 77. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months Make a decision on which brands, services or products to buy and use 34% Search for more information about a product or service 48% Learn more about products, brands or services 60% Become aware of new products, brands or services 68%
  • 78. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months Visited or will visit a brand’s website 89% Made a purchase or would consider making a purchase decision 87% Sought or will seek out more information about a product/service 87% 67% 81% 84% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 79. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months SKI/Skiing provides the information about skiing that I need. 73% SKI/Skiing is an objective, trustworthy, credible source. 92% 74% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 80. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 843 Purchased portable audio/headphones in past 12 months 33% 43% 54% 66% 77% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 82. Insurance Purchasers 71% male Median HHI: $106k Mean HHI: $154k 94% attended college Mean age: 44 75% are employed 57% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on insurance (in past 12 mos) . 73% advanced/expert skiing ability 82% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months
  • 83. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months Make a decision on which brands, services or products to buy and use 32% Search for more information about a product or service 50% Learn more about products, brands or services 58% Become aware of new products, brands or services 66%
  • 84. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months Visited or will visit a brand’s website 88% Made a purchase or would consider making a purchase decision 86% Sought or will seek out more information about a product/service 87% 63% 79% 82% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 85. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months SKI/Skiing provides the information about skiing that I need. 70% SKI/Skiing is an objective, trustworthy, credible source. 91% 71% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 86. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1078 Purchased home insurance (home, car, life, etc.) in past 12 months 32% 40% 49% 64% 74% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 88. Liquor Purchasers 69% male Median HHI: $107k Mean HHI: $153k 95% attended college Mean age: 43 75% are employed 71% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on liquor (in past 12 mos) . 73% advanced/expert skiing ability 83% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months
  • 89. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 48% Learn more about products, brands or services 58% Become aware of new products, brands or services 66%
  • 90. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months Visited or will visit a brand’s website 88% Made a purchase or would consider making a purchase decision 86% Sought or will seek out more information about a product/service 87% 65% 79% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 91. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months SKI/Skiing provides the information about skiing that I need. 72% SKI/Skiing is an objective, trustworthy, credible source. 91% 73% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 92. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1463 Purchased liquor in past 12 months 31% 39% 51% 63% 74% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 94. Luxury Goods Purchasers 65% male Median HHI: $122k Mean HHI: $k185 93% attended college Mean age: 42 75% are employed 39% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on luxury goods (in past 12 mos) . 69% advanced/expert skiing ability 85% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.9 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months 70% Visit SKI/Skiing to learn about the latest ski gear and apparel
  • 95. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months Make a decision on which brands, services or products to buy and use 37% Search for more information about a product or service 49% Learn more about products, brands or services 63% Become aware of new products, brands or services 68%
  • 96. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months Visited or will visit a brand’s website 88% Made a purchase or would consider making a purchase decision 87% Sought or will seek out more information about a product/service 86% 69% 81% 84% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 97. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months SKI/Skiing provides the information about skiing that I need. 77% SKI/Skiing is an objective, trustworthy, credible source. 94% 79% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 98. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 641 Purchased luxury goods in past 12 months 32% 45% 52% 63% 74% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 100. OTC Pain Medication Purchasers 69% male Median HHI: $114k Mean HHI: $160k 95% attended college Mean age: 45 74% are employed 57% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on OTC Pain Medication (in past 12 mos) . 72% advanced/expert skiing ability 82% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months
  • 101. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months Make a decision on which brands, services or products to buy and use 33% Search for more information about a product or service 51% Learn more about products, brands or services 59% Become aware of new products, brands or services 66%
  • 102. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months Visited or will visit a brand’s website 89% Made a purchase or would consider making a purchase decision 87% Sought or will seek out more information about a product/service 90% 64% 80% 84% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 103. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months SKI/Skiing provides the information about skiing that I need. 71% SKI/Skiing is an objective, trustworthy, credible source. 91% 72% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 104. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1143 Purchased OTC pain medication in past 12 months 32% 42% 48% 66% 75% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 106. Prescription Drug Purchasers 67% male Median HHI: $112k Mean HHI: $157k 94% attended college Mean age: 45 72% are employed 61% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on prescription drugs (in past 12 mos) . 70% advanced/expert skiing ability 82% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.7 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months
  • 107. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 48% Learn more about products, brands or services 58% Become aware of new products, brands or services 67%
  • 108. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months Visited or will visit a brand’s website 88% Made a purchase or would consider making a purchase decision 85% Sought or will seek out more information about a product/service 87% 63% 78% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 109. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months SKI/Skiing provides the information about skiing that I need. 73% SKI/Skiing is an objective, trustworthy, credible source. 92% 73% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 110. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 1252 Purchased prescription drugs in past 12 months 30% 41% 49% 64% 74% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 112. Rental Car Service Purchasers 74% male Median HHI: $127k Mean HHI: $178k 95% attended college Mean age: 45 79% are employed 52% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on rental car services (in past 12 mos) . 72% advanced/expert skiing ability 88% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 3.8 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months
  • 113. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 50% Learn more about products, brands or services 59% Become aware of new products, brands or services 66%
  • 114. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months Visited or will visit a brand’s website 88% Made a purchase or would consider making a purchase decision 86% Sought or will seek out more information about a product/service 87% 64% 78% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 115. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months SKI/Skiing provides the information about skiing that I need. 71% SKI/Skiing is an objective, trustworthy, credible source. 91% 73% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 116. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 935 Purchased rental car service in past 12 months 31% 40% 49% 65% 74% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video
  • 118. Winter Tire Purchasers 68% male Median HHI: $109k Mean HHI: $152k 92% attended college Mean age: 43 73% are employed 42% of of SKI/Skiing visitors have purchased (in past 12 mos), plan to purchase (in next 12 mos), or influenced purchase decisions on winter tires (in past 12 mos) . 77% advanced/expert skiing ability 83% have made overnight ski trips past 12 mos Mean number of ski trips past 12 mos: 4 Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months
  • 119. A Critical Resource for Active Buyers Q: As a result of seeing information or advertising on SKI/Skiing websites did you…. Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months Make a decision on which brands, services or products to buy and use 31% Search for more information about a product or service 46% Learn more about products, brands or services 55% Become aware of new products, brands or services 66%
  • 120. SKI/Skiing Visits  Drive Action Q: What actions have you taken or would you consider taking as a result of something you read or saw on SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months Visited or will visit a brand’s website 87% Made a purchase or would consider making a purchase decision 84% Sought or will seek out more information about a product/service 86% 66% 81% 83% Visited a retailer or would consider visiting a retailer Talk or will talk with a friend/ family member Switched brands or would consider switching brands
  • 121. Trust Drives Consumer Behavior Q: How strongly do you agree with each of the following statements about SKI/Skiing websites? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months SKI/Skiing provides the information about skiing that I need. 73% SKI/Skiing is an objective, trustworthy, credible source. 92% 76% SKI/Skiing provides information on skiing I can’t find on other sites.
  • 122. Editorial Content Engages Consumers Q: Which of the following have you done while visiting SKI/Skiing websites either today or in the past visits? Source: SKI/Skiing Consumer Profile Study, November 2009; n= 538 Purchased winter tires in past 12 months 30% 39% 52% 61% 72% Read a news article Read about a specific topic Watched a slideshow Clicked on an ad for a brand I was interested in Watched a video